Key Account Management and Brand Performance Among Insurance Companies in Kenya

Abstract

This study investigates the impact of key account management on the brand performance of Insurance Companies in Kenya. Using a descriptive research design, data was collected from 53 respondents representing a 100% response rate. The analysis utilized Statistical Package5for5Social5Science (SPSS) version 21 and Microsoft's Excel, employing regression analysis to assess the effect of key account management on brand performance. The study reveals a robust relationship (R = .886) between key account management and brand performance, explaining 78.6% of the variability in brand performance. Customer Orientation, Top Management, and Relationship Management significantly and positively affect brand performance, aligning with previous research. Demographic insights highlight a younger, educated workforce, emphasizing the need for tailored financial education initiatives. The conclusions underscore the pivotal role of key5account management5in shaping brand performance, emphasizing the strategic importance of fostering strong client relationships. Recommendations include prioritizing key account management practices, tailoring financial education programs, and strengthening customer-centric approaches. Despite valuable insights, limitations include a small sample size and reliance on self-reported data, warranting caution in generalizability. Suggestions for further research involve expanding the study's scope, exploring customer experiences, and conducting longitudinal studies to track the evolving nature of key account management and its impact on brand performance. This study contributes to the discourse on effective management practices in the dynamic financial services sector of Kenya.