INTERNAL MARKETING, SALESFORCE PERFORMANCE AND SERVICE DELIVERY: EMPIRICAL EVIDENCE FROM THE NIGERIAN INSURANCE INDUSTRY

Abstract

This study examines relational effect explaining the nexus between internal marketing, salesforce performance and service delivery with its empirical findings from the Nigeria insurance industry. A purposive sampling method cum descriptive design was engaged. Structure questionnaire was exerted for information gathering exercise. 241 participants were drawn from 31 insurance companies which were basically general insurance companies that represent a 61% capacity of the industry. A major statistical technique employed in the study was T-test statistic. Two hypothetical statements were stated. The study recommends the need to tangibilize insurance product and make its benefits evident and resounding to buyers in all the consumer purchase decision making process. More so, effort should be made to implement both extrinsic and intrinsic performance reward programmes, periodic training and performance appraisal, and inclusive-decision making systems that allow salespersons take active participation in decisions linking their works. The research work contributes to knowledge in that it awakes the regulatory body (especially self regulatory body) on the need to continually engage academia, insurance practitioners, service quality experts and other stakeholders in designing and building a more sustainable internal marketing model that will improve insurance market penetration and density.

Keywords

• internal marketing
• salesforce performance
• service delivery
• quality delivery
• Nigeria