Social Media, Digitalization and Quality Service Delivery by Insurance Companies in Kenya.

Abstract

Digitalization is of key importance in insurance companies as it has revolutionized the means of service delivery which has led to positive outcomes on customer engagement and business productivity. This study aimed to examine the connection of social media and digitalization on quality service delivery by insurance companies in Kenya. The research was based on technology acceptance model (TAM) and SERVQUAL model. These models were used to understand the use, adoption and acceptance of social media in insurance companies. To accurately analyze the association between research variables, the study used a descriptive cross-sectional survey research design. The 56 insurance companies registered in Kenya as of the IRA 2020 report comprised the study's sample. Due to the small number of insurance firms, a census was employed. In this study, questionnaires were used as a data gathering tool. Finally, the data was analyzed using descriptive statistics through the use of SPSS software. The data analyzed was interpreted and presented in bar charts, frequency tables and pie charts. The findings of the study showed that social media and digitalization have a positive impact on the quality of service delivery on the insurance companies. Also, quality service delivery incorporated tangibility, responsiveness, reliability, assurance and empathy which has helped to achieve seamless operations and quality service delivery. The study also suggests that further studies should be conducted to assess how social media and digitalization have affected various company aspects across the service industry.