INTEGRATED MARKETING COMMUNICATION AND PERFORMANCE OF NON LIFE INSURANCE COMPANY
Abstract
offline channels—mobile apps, USSD codes, and walk-in offices—to ensure easyandflexible access. According to Adeyemi et al. (2023), convenience in the purchaseprocess directly enhances conversion rates in the Nigerian market. By applying the Hierarchy of Effects Model through IMC, Nigerian non-lifeinsurance companies can guide potential clients from ignorance to purchase inastructured and effective manner. The model reinforces the need for a deliberate blendof informative and persuasive communication at each stage of the consumer journey. 2.3.3 Relationship Marketing Theory
Relationship Marketing Theory focuses on the long-term engagement betweenacompany and its customers rather than one-time transactions. This theoryis
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