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International Journal of Academic Research in Business and Social Sciences

Open Access Journal

ISSN: 2222-6990

Influence of Customer Orientation on Performance of Non-Life Insurance in Kenya

Birian Nungo Akwir, Margret Oloko, Dennis Juma Okello

http://dx.doi.org/10.6007/IJARBSS/v15-i1/24251

Open access

This research aimed to investigate the impact of customer orientation on the performance of non-life insurance in Kenya. The research was based on the Resource Advantage Theory. The study used a survey research design. The study's target population included 35 non-life insurance businesses licensed by the insurance regulatory, serving as the unit of analysis. Two senior and six intermediate management officials from the 35 non-life insurance companies were selected as responses. The study used a census research survey. The basic data was gathered using self-administered questionnaires. The data was examined by descriptive statistics, including mean, standard deviation, frequencies and percentages, while inferential statistics were assessed via correlation analysis and regression analysis to evaluate the hypothesis. Reliability and validity assessments were performed to ascertain the internal consistencies of the examined variables. The gathered data was edited, coded, classed, tabulated, and input into Statistical Package for Social Sciences version 24 for analysis. The findings were shown in tables and models. The effect of customer orientation on the performance of non-life insurance companies was found to be significant. The study highlights the importance of focusing on customer needs and satisfaction as a driver of improved performance. To maximize the impact of customer orientation, the study recommended that insurance companies should develop and implement strategies to enhance customer satisfaction and loyalty, including personalized services and effective customer support.