An Assessment of Policy holders' Perception of Insurance Services Provision in Nigeria ( A Case Study of Jos North Local Government Area).

Abstract

The existence, sustainability, and patronage levels of any insurance industry depended on the perceptions of its policyholders. Policyholders’ perceptions served as catalysts for satisfaction, expectation, demand, and loyalty, during periods of market fluctuation. When these perceptions were adversely affected, both policyholders and policymakers encountered significant challenges, necessitating long-term solutions. Improving insurance service reliability, responsiveness, and quality assurance was essential in this regard. This study assessed policyholders’ perceptions of insurance services in Jos North Local Government Area, Plateau State. A multi-stage sampling technique was employed to obtain relevant information from respondents. Data were collected primarily through the administration of structured questionnaires. The study adopted a descriptive survey design, resulting in a 52% response rate, with 200 of the 384 administered questionnaires returned. Descriptive statistics, including frequencies and percentages, were used to analyze responses, while inferential statistics, particularly multiple linear regression, were utilized to determine the relationships between policyholders’ perceptions and key service dimensions: reliability, responsiveness, and quality assurance. Findings revealed that the quality of insurance services—characterized by reliability, responsiveness, and assurance—significantly influenced policyholders’ perceptions and fostered long-term relationships. Based on these findings, the study recommended that insurance firms in Jos North Local Government Area invest in advanced technologies such as artificial intelligence to enhance training for policymakers, ensure strict adherence to regulatory standards, and adopt a culture of continuous evaluation and improvement. Strengthening intermediary collaborations and streamlining processes would further bolster policyholders’ confidence and improve their perceptions of insurance services.