The Influence of Relationship Marketing on Customer Perception of Insurance in Lagos State, Nigeria

The public perception of insurance all over the world is central to patronage and consumption services. Notwithstanding huge population 190 million people in Nigeria, premium penetration rate 0.7% GDP very low comparison with other markets around world. While customer an expression attitude, extant studies has shown that relationship marketing a strategic tool can be used influence consumer behavior. Hence, this study examine on Lagos State, Nigeria. objective provide possible solutions problem A survey research design was adopted for study. consisted 375,000 estimated consumers service sample size 1,650 were drawn from selected Local Government Areas State through non-probability sampling technique. questionnaire titled adapted validated. copies administered, response 80%. Cronbach’s Alpha coefficient constructs ranged between 0.76 0.90. data analyzed using descriptive inferential (multiple linear regression analysis) statistics. finding shows significant effect Nigeria (Adj. R2 = 0.301; F5/1306 113.510, p<0.05). value Adjusted 0.301 suggests 30.1% variations are accounted by leaving 69.9% predicted factors. concluded predictor recommended Insurance companies should adopt as insurance, application awareness, trust, quality, product innovation customization, satisfaction.