Conference Paper

CUSTOMER RETENTION IN NIGERIA’S MOTOR INSURANCE SECTOR: THE ROLE OF DIGITAL MARKETING TOOLS (A study of selected insurance companies in ogun state)

The study examined how digital marketing tools affected customer retention in Nigerian motor insurance organisations. The goal of the study was to address the persistent concern about poor public patronage of insurance products and the communication channels used to market the right product to the intended customer. A descriptive research design was used, with the population consisting of staff in the marketing units of selected insurance companies in Ogun State. These companies were selected based on NICOM affirmation and registration. Primary data were gathered from the designated companies, and secondary data from other sources. The impact of content, email, and mobile marketing platforms on customer retention in Nigerian motor insurance companies was the focus. A survey design and purposive sampling approaches were employed, with a sample size of 100 respondents, using structured questionnaires and the Taro Yamane method. SPSS was used to analyse the data. It was revealed that the predictors used in the study had a significant impact on customer retention. To create better means of communication with positive retention power in motor insurance organisations, the study recommends that stakeholders adopt digital marketing tools for easy communication with policyholders in order to facilitate the smooth purchase of insurance products in Ogun State, Nigeria. Keywords: motor insurance policy, content marketing, email marketing, and mobile marketing platforms, customer retention.