Relationship Marketing and Customer Advocacy

Domaine:

socioeconomic

Type de record:

paper

Créateur:

TimEze

Éditeur:

Hôte:

Customer advocacy have compelling evidence in the business sector that may influence prospective customers to purchase a company's products and services. It is a recommendation of a product, service, or brand based on its performance that spreads by word-of-mouth. The insurance penetration in Nigeria, which is less than 1%, reflects a lack of client advocacy for insurance. Disseminating favorable information based on user experience impacts purchasing decisions, leading to increased revenue and profitability. The present chapter seeks to determine the impact of relationship marketing (RM) characteristics on consumer advocacy. The study used a survey research design. The survey included 375,000 estimated insurance service consumers in Lagos State, Nigeria. The chapter indicates that relationship marketing has a substantial impact on customer advocacy in the insurance sector. The research recommends that insurance professionals should use relationship marketing as a strategy to impact customer advocacy in the insurance industry.

Visit

doi.org

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