Marketing Strategies and Enrolment Rate of Social Health Insurance Programme: A Microdata Study in Akwa Ibom State, Nigeria

Uduakobong Inyang, Ph. D.; Saviour Sylvester Okon, Ph. D.; Aniefiok Okon Akpan

doi:10.5281/zenodo.14714871

Authors

Uduakobong Inyang, Ph. D. Department of Insurance & Risk Management, University of Uyo, Akwa Ibom State, Nigeria. https://orcid.org/0009-0000-8721-1457
Saviour Sylvester Okon, Ph. D. Department of Marketing University of Uyo Akwa Ibom State Nigeria. https://orcid.org/0009-0000-8721-1457
Aniefiok Okon Akpan Department of Marketing University of Uyo Akwa Ibom State Nigeria https://orcid.org/0009-0000-8721-1457

DOI:

https://doi.org/10.5281/zenodo.14714871

Keywords:

Social health insurance, advertising, market segmentation, marketing budget allocation, customer relationship management

Abstract

This study examined the effect of marketing strategies on the enrolment rate of the Akwa Ibom Sta
Social Health Insurance Programme, focusing on advertising, market segmentation, marketing budget
allocation, and customer relationship management (CRM) strategies. The study adopted a survey
research design, with primary data collected through structured questionnaires administered to
employees of Akwa Ibom State Social Health Insurance Agency, and the managers of the Akwa Ibom
State Social Health Insurance programme. A multiple linear regression model was used for data analysis
in the study. The results revealed a significant positive relationship between advertising, mark
segmentation, marketing budget allocation as well as customer relationship management and enrolment
rate. It was concluded that the effective implementation of these marketing strategies significa
improved the enrolment rate of the Akwa State social health insurance programme. Therefore, to sustain
customer acquisition and retention, continuous evaluation and improvement of advertising strategies,
periodic refinement of market segments, strategic allocation of marketing budget and adoption of robu
and advanced customer relationship systems to improve customer satisfaction and loyalty were
recommended.

Downloads

Published

2025-01-22

How to Cite

Uduakobong Inyang, Ph. D., Saviour Sylvester Okon, Ph. D., & Aniefiok Okon Akpan. (2025). Marketing Strategies and Enrolment Rate of Social Health Insurance Programme: A Microdata Study in Akwa Ibom State, Nigeria. GVU Journal of Management and Social Sciences, 9(2), 31–43. https://doi.org/10.5281/zenodo.14714871

Download Citation

Issue

Vol. 9 No. 2 (2024): GVU Journal of Management and Social Sciences

Section

Articles

License

This work is licensed under a Creative Commons Attribution 4.0 International License.

CALL FOR PAPERS

July 9, 2024

The Editorial Board of GVU Journal of Management and Social Sciences: A Publication of the College of Management and Social Sciences, Glorious Vision University (Formerly Samuel Adegboyega University), Ogwa, Edo State, Nigeria, is calling for well-researched papers for Vol. 9, Number 2 (December 2024) on issues in the following areas: Communication Studies, Sociology, Economics, Political Science, Conflict Resolution and Peace Studies, Geography and Regional Planning, Education, Public Administration, Accounting, Business Administration, Marketing, Psychology, International Relations, Intelligence and Security Studies.

Important Information

Please, Click on this link https://gvujmass.com/index.php/pub/about/submissions to submit your article.

Papers should bear the title, name of author, institution, postal details, email address, and phone numbers on the paper’s cover page.
The paper must be accompanied by an abstract of not more than 250 words.
There should be 5-6 keywords immediately after the abstract.
Text should be in Times New Roman and 12pt font size.
Text should be typed, using double line spacing throughout the paper, except for the abstract and all indentations, which should be single line spacing.
Text should not exceed eighteen (18)

The reference pattern should be the most current APA referencing
No citation less than the year 2000 should be used, except for the year a theory was propounded, cited in fresh work, or formula for sample size
The use of American spelling is not allowed; British spelling should be used all through.

Plagiarism should not be more than 20% (Turn it in).

Deadline for Submission of Papers: November 5th^th, 2024

All manuscripts should be submitted electronically as attachments to submit your article. (Microsoft Word) to: gvujmss@gmail.com and copied to osemeke2k2002@yahoo.com or
Please, Click on this link https://gvujmass.com/index.php/pub/about/submissions

Manuscript Structure

The manuscript should be written in English with a simple layout (12 font size, Times New Roman). There should be no decorative borders anywhere in the text, including the title page. Manuscripts in general should be organised in the following manner:

Title: The title page should contain a brief title, name(s) of the author(s) and their institutional affiliations, telephone number with country code, and email address. The title of the manuscript should be without any abbreviation.

· Abstract

The abstract should be concise and informative. It should not exceed 250 words in length. It should cover the main objective of the study, methods and materials, key results, conclusion, and key recommendations. No references should be cited in the abstract. Generally, non-standard abbreviations should not be used; if necessary, they should be clearly defined in the abstract, at first use.

Keywords: Immediately after the abstract, about 5-6 keywords should be given. Use of abbreviations should be avoided; only standard abbreviations, well-known in the established area may be used, if appropriate.

Introduction: Provide a background, brief literature survey, proposed solution and justification of the work

Statement of the Problem: Clearly define the problem. However, authors are permitted to merge the problem with the introduction.

Research Objectives/Questions: Clearly state the objectives and research questions, which must be itemised. Contributors are free to state only the objectives or only the research questions.

Research Hypothesis (If any)

Conceptual Clarification (If any)

Review of Related Literature (Which must include a review of empirical studies).

Theoretical Framework: Authors are to provide the theoretical basis for their studies; a maximum of two theories. The theories used must be aligned with the findings, where necessary in the discussion of

Methodology: The methodology should cover the research design, and research population, which must be stated in figures; the sample size determined from the population, sampling technique, method of data collection, and analysis. For content analysis, in addition to the foregoing, authors should include units of analysis, content categories, and inter-coder

Data Presentation/Analysis: Data should be well presented and Authors should avoid table reading while analysing data; the readers are not blind, they can see the data in the tables; so, emphasis should be on the implications of the data in the table, not repeating the obvious.

Discussion of Findings: The discussion should provide a detailed interpretation of data. This should interpret the significance of the findings of the work. Citations should be given appropriately, and the theoretical framework should be aligned with the findings, where

Conclusion: This should briefly state the major findings and conclude based on the Tell the readers the conclusion of the matter based on the findings. With this in mind, you do not need to cite any author(s) in the conclusion.

Recommendations: Recommendations must be in tandem with the findings and Give a minimum of three recommendations.

References: The latest APA style (7^th edition) should be

All accepted articles will be assigned a unique DOI.

If you have additional questions, please contact us at:

+2348035656284

Authors are advised to carefully go through the guidelines before submitting their papers as papers not in line with the guidelines will not be reviewed.

The assessment fee is N5,000, while the publication fee is N25,000. All payments are to be made into College of Management and Social Sciences COLMASS Conference Account Zenith Bank 1221384757

Marketing Strategies and Enrolment Rate of Social Health Insurance Programme: A Microdata Study in Akwa Ibom State, Nigeria

Authors

DOI:

Keywords:

Abstract

Downloads

Published

How to Cite

Issue

Section

License

Similar Articles

Make a Submission

Information

Keywords

Announcements

CALL FOR PAPERS