THE ROLE OF INTERMEDIARIES IN THE MARKETING OF INSURANCE SERVICE IN NIGERIA (A CASE STUDY OF BOFF & CO. BROKERS COMPANY LIMITED, IBADAN, OYO STATE)
Abstract
This research study concentrated on the role of intermediaries on the marketing of insurance service in Nigeria. The problem that necessitated this study were lack of adequate attention given to intermediaries, poor management of intermediaries units and failure to appreciate the great value of intermediaries as an internal marketing communication tool in some insurance companies. The objective of this study was formulated: questionnaire and internet was the research instrument used in collection of data. The data were presented in table and analyzed by using scale of ranking and simple percentage responses. From the findings, it was discovered that intermediaries played many roles in marketing insurance products. The population used was the staffs of Boff and Co. insurance brokers. It was recommended that the insuring public can be encouraged to increase their demand by making prompt payment of genuine claims which will boost the good images of the company and providing incentives to motivate and encourage intermediaries, promoting efficiency and professional in carrying out their activities.
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