The Effect of Marketing Staff Motivation on Customer Satisfaction: a Case of Star Assurance Company Limited, Koforidua Branch Essay

1136 WordsApr 10, 20155 Pages
BACKGROUND OF THE STUDY The existence of mankind on this planet earth depends largely on needs and one way these needs are efficiently satisfied is through an exchange process – where one exchanges what he has for what he lacks. In view of the above assertion, staff motivation will require that an organisation should look out for its staff needs, desires and wishes and fulfil them in exchange for staff dedication, commitment and loyalty in order to achieve organisational objectives, effectively and efficiently. Star Assurance Company Limited was incorporated in 1984 and licensed under the insurance law to carry on composite business in Ghana. The mission of the company is to be the leading provider of financial security products through excellent customer care, innovation and professionalism. Until recently, the Company underwrites both general and life assurance businesses of which include: GENERAL BUSINESS: Marine (Cargo and Hull) Office Comprehensive Workmen’s Compensation Policy LIFE ASSURANCE POLICY Pensions Mortgage Protection Child Lifeline However, today, the company’s life assurance business is left in the hands of a new company, Star Life Assurance Company Ltd. The company has various branches which are situated in most of the regions of Ghana. The branches are found in Accra, Koforidua, Ho, Sunyani, Takoradi and Tema. These branches are responsible for catering for the specific needs of people in their respective geographical areas without necessarily moving to Accra, the Headquarters. STATEMENT OF THE PROBLEM Currently, the company spends a lot of resources on more hygiene factors in motivating staff such as payment of salary only to permanent staff, commission only to sales representatives and bonus for performance and exceeding targets with very little attention to motivators as propounded by Hertzberg. However, the company

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