The Effects of Marketing Strategies on Customer Retention; a Case of the Health Insurance in Kenya

Abstract

The research study was done to establish the association among marketing strategies and customer retention in health insurance industry in Kenya. To achieve this information was gathered by use of structured questionnaires; the questionnaires were distributed to 28 health insurance firms that are register with the Association of Kenya insurance using the drop-and- pick technique. Analysis of information involved reducing accumulated information to a convenient size, coming up with summary and looking for patterns hence administering statistical techniques through descriptive statistics. Study established that there is a link or association among marketing strategies and client retention in the health insurance sector. Based on the conclusions the study recommended that health insurance companies should start adapting principles of strategic marketing for those that are reluctant or have not implemented marketing strategies. Marketing strategies should be formulated in light of the external environment which is made up of elements that are uncontrollable to an organization. The researcher further recommends that similar studies be done on other spheres of insurance specialization such as life and general insurance