Competitive Positioning and Service Quality of Selected Insurance Companies in Lagos State, Nigeria

This study investigated the effect of competitive positioning on the service quality of selected insurance companies in Lagos State, Nigeria. The study adopted a survey research design, and the population was 2,183 management level staff of 20 selected insurance companies. The sample of 507 was determined using Raosoft sample size calculator. A stratified random sampling technique was adopted. Data were gathered using structured and validated questionnaire. The response rate was 86.7%. The data were analysed using both descriptive and inferential (multiple and hierarchical regression analysis) statistics at 5% significance level. Findings revealed that competitive positioning had 2 significant effect on service quality (Adj R = 0.525, F (5, 434) = 98.123, p < 0.05). It was concluded that competitive positioning affected service quality. It is therefore recommended that management of insurance companies should embrace competitive positioning in order to enhance service quality.