EFFECT OF BRAND EQUITY MEASUREMENTS ON SERVICE DELIVERY IN THE NIGERIAN INSURANCE INDUSTRY
CHAPTER ONE INTRODUCTION 1.1 BACKGROUND TO THE STUDY In today’s economy, the financial services industry that insurance belongs is exposed to increasing performance pressures and competitive forces (Goergen, 2001). Modern media, such as the internet, have created new challenges for this industry (Fuchs, 2001). New business concepts, a change in client sophistication and an increasing number of new competitors entering into the market, such as independent financial consultants, have changed ...
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