| dc.description.abstract | Images of corporations, however right or wrong they may be, seem to form in a way a very complex communication process involving most varied information sources. Businesses operate within a society. It is this society that supplies the business with its inputs and consumes the goods and services the business produces. Businesses operate due to the goodwill granted to them by society. The fortunes of a corporate body are closely tied to the business environment it is operating in.
The main objective of this study is to establish factors that influence corporate image and identity among insurance companies. The specific objectives were to determine the level of awareness of CIC Insurance relative to other insurance companies among individual customers, to explore perceptions, attitudes and expectations towards CIC, to establish why there are different perceptions, attitudes and expectations among the CIC clients and to establish Cle's identity features. The value addition of the image to the modern company cannot be overestimated. The importance of the study encompasses the underlying vision of giving a new face to the company in a generation where, quite literally, image is everything.
This research was conducted using both primary and secondary data. The study design applied both quantitative and qualitative research approaches. This research approach was instrumental in the establishment of the perception of key indicators in assessing the image of CIC insurance company. The research was deployed by use of face-to- face interviews and structured questionnaires to elicit responses from the respondents. The quantitative sample Population constituted of 300 respondents from Nairobi.A research assistant was required to move from place to place asking questions and ticking as necessary. The questions were both quantitative and qualitative; open ended and closed ended depending on the data being sought.
The method of data collection applied was the use of questionnaire which had both open and closed ended questions each divided into sections in line with the set objectives. The results obtained were then analyzed through tabulation, frequencies and correlation. Besides this information was presented through simple graphs to show indication of the extent to which the respondents are aware of the CIC activities and their perception of the activities carried out by the company, hence image. | en_US |
