Communication Focus and Customer Satisfaction in the Insurance Industry in Kenya

Abstract

This study was carried out in the insurance industry in Kenya. The objective of the study was to determine the level of customer satisfaction, service quality and communication focus in the industry, and the relationship among these three factors. The study was necessitated by the increasing competition and rivalry in the insurance industry in Kenya. Moreover, there has been difficulty in evaluation and influence of communication and service quality on customer satisfaction in insurance. A cross-sectional research design was used and data was collected using questionnaires. The questionnaires were sent to a sample of 150 customers who were selected randomly from lists of customers provided by of 30 insurance companies operating in Kenya. Descriptive statistics was used to analyze the responses of customers on the various variables while regression analysis was used to check the relationship between communication focus, service quality and customer satisfaction in the insurance Industry in Kenya. The study established that customers are not satisfied with the performance of their insurance companies in terms of communication focus, perceived service quality and customer satisfaction. The study also revealed that communication and service quality are important factors of customer satisfaction. The study recommended that insurance companies aiming at achieving high levels of customer satisfaction should ensure they communicate effectively and offer high quality of service to their customers.