Date of Conferral

2015

Degree

Doctor of Business Administration (D.B.A.)

School

Business Administration

Advisor

GERALDINE G. ABAIDOO

Abstract

The growth rate of life insurance in Ghana is under 1% of GDP, and life insurance company leaders must identify and implement customer satisfaction strategies that will aid business growth and sustainability. Guided by the theory of customer satisfaction management systems (CSMS), the purpose of this multiple case study was to explore customer satisfaction strategies that life insurance company leaders execute to grow and sustain the life insurance business. Twelve life insurance company leaders working in the Accra-Tema geographic area participated in face-to-face semistructured interviews for this study. Data analysis involved compiling, disassembling, reassembling, interpreting, and concluding the data. Member checking and methodological triangulation augmented the creditability of participants' responses and confirmed research findings. The research findings accentuated 29 themes that coalesced into 4 major themes: quality service delivery, public perception of insurance, education and awareness creation, and business growth and sustainability. Findings indicated feedback on life insurance policy, understanding of life insurance function and benefits, responsiveness, and operational efficiency as determinants of customer satisfaction. These findings may contribute to social change by creating awareness of the relevance of life insurance in the socioeconomic development of individuals, families, organizations, and communities, leading to financial security to reduce poverty levels in Ghana. The research may be useful to insurance practitioners who desire to improve insurance penetration for business and sustainability.

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