Evaluation of Insurance Company Customer Service in Calabar, Cross River State

This study evaluates the quality of customer service provided by insurance companies operating in Calabar, Cross River State, South South Nigeria. Customer service quality is increasingly recognized as a key differentiator in the competitive insurance marketplace, influencing policyholder retention, complaint rates, and brand reputation. In Calabar, a regional administrative and commercial center, the growing retail insurance market provides a productive setting for assessing service delivery standards relative to established quality benchmarks. The research employs a descriptive survey design with 280 insurance policyholders selected through purposive sampling from life and non-life insurance categories. A structured questionnaire adapted from the SERVQUAL model assesses customer service quality across dimensions of reliability, assurance, empathy, tangibles, and responsiveness. The study also captures complaints frequency and resolution experience as supplementary indicators. Descriptive statistics including mean scores and standard deviations are applied, alongside gap analysis comparing perceived service against expected service levels. Preliminary results are expected to identify responsiveness and empathy as the dimensions with the largest service gaps. Recommendations focus on staff training programs, complaint management system improvements, and customer communication protocols tailored to the Calabar insurance market. Findings have practical relevance for insurance companies seeking to build sustainable retail client bases in South South Nigeria. Keywords: Customer Service, Insurance Companies, SERVQUAL, Calabar, Service Quality.