How does service quality enhance the corporate image of CDH Insurance Company Limited?
Date
2010-04
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Abstract
The insurance industry in Ghana represents one of the vibrant areas of the fast
growing service sector. The objective for the study was to find out the perceptions
customers had regarding the level of service quality provided during the service
encounter and how it translated into forming the right image for the company.
The study showed that majority of customers who had received service at CDH
Insurance was of the opinion that, the service was of high standards. It was also
showed that the company had employed strategies to help facilitate the service
encounter process between frontline staff and customers, which was yielding results
and creating a lasting impression in the minds of customers. The study also
highlighted that customers' perceptions of CDH Insurance Company were rated
very high. At the end of the study, the results obtained were able to answer all the
research questions posed at the beginning of the study.
At the end the study CDH customers had a very high rating of the image of the
company due to the quality of service rendered by frontline staff of the company.
Description
Thesis submitted to the Department of Business Administration, Ashesi University College, in partial fulfillment of Bachelor of Science degree in Business Administration, April 2010
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Keywords
Ghana, service quality, customers, insurance, CDH Insurance