Global Journal of Commerce & Management Perspective
Open Access

ISSN: 2319-7285


Relationship Marketing as a Strategic Tool for the Success of State Insurance Company - Ghana

George Aboagye Agyeman

The research was on relationship marketing in the insurance industry and the focus was on the Koforidua branch of State Insurance Company. Relationship marketing is about building, developing and maintaining mutual understanding between an organization and its various stakeholders. The research was set to achieve an objective that is to assess whether customers are given information on time pertaining to their policies. Both accidental and purposive sampling methods were employed for the research. The questionnaires were administered at the market place, church premises, shops, and also Koforidua Polytechnic campus. During the research it came to light that the organization does not provide customers with the needed information on their policies and customers are ready to stay with the organization without defecting to competing organizations. Also, the staff of the organization do not show respect to customers. It was recommended that the organization should organize customer care training for staff