FACTORS INFLUENCING THE PATRONAGE OF INSURANCE COMPANIES
Abstract
This research examined factors influencing the patronage of insurance companies in Calabar, Nigeria. Cross-sectional survey research design was adopted, while primary data were obtained from 738 residents of Calabar metropolis with the aid of a structured questionnaire. Data analysis was done using multiple regression in the Statistical Package for the Social Sciences (SPSS 27). The findings of the study revealed that there is a significant effect of religion, income, awareness, subjective norms, and perceived behavioural control on the corporate sustainability of the patronage of insurance companies. Based on the findings of the study, it was concluded that insurance firms should give critical attention to these factors as they play a great role in ensuring patronage of their services from the members of the public. Therefore, the study recommended that insurance firms should engage in periodic awareness to help promote their products and remind the people of the benefits they will enjoy from subscribing to an insurance package