HOW DOES SERVICE QUALITY ENHANCE THE CORPORATE IMAGE OF CDH INSURANCE COMPANY LIMITED?

ABSTRACT The insurance industry in Ghana represents one of the vibrant areas of the fast growing service sector. The objective for the study was to find out the perceptions customers had regarding the level of service quality provided during the service encounter and how it translated into forming the right image for the company. The study showed that majority of customers who had received service at CDH Insurance was of the opinion that, the service was of high standards. It was also showed that the company had employed strategies to help facilitate the service encounter process between frontline staff and customers, which was yielding results and creating a lasting impression in the minds of customers. The study also highlighted that customers‟ perceptions of CDH Insurance Company were rated very high. At the end of the study, the results obtained were able to answer all the research questions posed at the beginning of the study. At the end the study CDH customers had a very high rating of the image of the company due to the quality of service rendered by frontline staff of the company.