CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
Insurance industry has been recognized globally as a driver of economic growth and development. The industry provides financial security to policy holders, through the pooling and investment of premiums out of which those who suffer unexpected losses are indemnified (Unachukwu, Afolabi, Alabi, 2015).
Today, the insurance industry is characterized by globalization, standardization, fast technological changes and large scale advantages. These changes have resulted in questions being raised among insurance providers such as "who are we'? and `what kind of business do we operate"? questions that are closely related to management of identity and image (Balmer, 2008, Hatch and Schultz, 1997).