Research Article

Digital Marketing Strategies and its Impact on Service Quality of Insurance Industries in Bokkos LGA of Plateau State

Chibuisi Chigozie1*, Hajia Asabe Binta Abdulsalam2, Olufunmilayo Anita Coker3, Oche Charles Ako3, Daniel Manga Ojah3
1 Department of Insurance, University of Jos, Jos, Plateau State, Nigeria
2 College of Administration, Management & Technology, Potiskum, Yobe State, Nigeria
3 Department of Marketing, University of Jos, Jos, Plateau State, Nigeria
* Corresponding author: chigoziec@unijos.edu.ng
Published: Dec, 2025
DOI: 10.67862/jbfr.2025.xx9394z4
Pages: 1-19
Views: 83
Downloads: 47

Abstract

Service quality through the evolution of digital marketing has significantly transformed how businesses interact with customers including those in the insurance sector. With the advent of technology, insurance industries now leverage various digital platforms to communicate, educate and engage with policyholders. One of the major challenges of Nigerian insurance industries is the transition from traditional marketing strategies to digital marketing strategies. Poor service quality of insurance sector still weaves around poor developed marketing channels as a result of poor implementation of digital marketing strategies which affect the growth of insurance industries in Bokkos Local Government Area, Plateau State. The motivation of this study is to evaluate the impact of digital marketing strategies on the service quality of insurance industries in Bokkos LGA, Plateau State and provide lasting solution to the digital efforts put in place by the Nigerian insurance industries in marketing insurance services. A descriptive survey design was employed, using both primary and secondary data sources. Data from 110 respondents were analysed using simple percentage as descriptive statistics while Chi-Square analysis was used as inferential statistics to test the hypotheses. Findings from the study revealed that digital marketing strategies significantly influence the service quality of insurance industries in Jos North Local Government Area of Plateau State. The study recommends that insurance firms in Plateau State should adopt regular training programmes and evaluation of the effectiveness of digital marketing strategies to help policyholders develop the necessary digital skills to access and utiilse online resources and benefits of insurance policies.

Keywords

Digital marketing strategies service quality insurance service insurance industry Nigeria.

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How to Cite

Chigozie, C., Abdulsalam, H. A. B., Coker, O. A., Ako, O. C., & Ojah, D. M. (2025). Digital Marketing Strategies and its Impact on Service Quality of Insurance Industries in Bokkos LGA of Plateau State. Journal of Banking and Finance Research, 1(1), 1-19. https://doi.org/10.67862/jbfr.2025.xx9394z4

C. Chigozie, H. A. B. Abdulsalam, O. A. Coker, O. C. Ako, and D. M. Ojah, "Digital Marketing Strategies and its Impact on Service Quality of Insurance Industries in Bokkos LGA of Plateau State," Journal of Banking and Finance Research, vol. 1, no. 1, pp. 1-19, December 2025. doi: 10.67862/jbfr.2025.xx9394z4

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