Internal marketing strategies and the growth of new products within insurance firms in Kenya
View/ Open
Date
2016-11Author
Wakah, Wanjiku E
Type
ThesisLanguage
enMetadata
Show full item recordAbstract
This research was conducted to establish the influence of internal marketing strategies on
growth of new products within insurance firms in Kenya. The paper assumed a
descriptive enquiry design with the theoretical population for the analysis consisting of
forty (40) registered insurance companies headquartered in Nairobi but with operations in
Mombasa County. The study targeted the top-level executives, line managers and crossdepartmental
employees to enable collection of representative data. Primary and
secondary data was gathered and utilized to generate both qualitative and quantitative
data. The quantitative data was examined using descriptive data analysis where data
obtained from the questionnaires was processed via editing, coding and keying into the
processor using SPSS. From these data, it emerged that low growth of insurance products
in Kenya is indeed a factor of minimal application or total absence of internal marketing
strategies that are instrumental in motivating employees who are the internal customers of
the firm. The study concluded that employees in the insurance industry were keen on
motivation, training and development as well as empowerment, attributes that are key in
making them competent and armed with the vital skills to dispense insurance products to
the external market. The study recommends that insurance firms apply internal
marketing strategies in order to provide an enabling environment for employees to thrive
and stay motivated to propagate the company’s product offerings with value addition to
the external customers. Focus on registered insurance firms was considered a limitation
as more information could be gathered from other distribution channels hence, the study
suggested a further investigation incorporating all the distribution channels of insurance
products that is, the brokers and agencies to enable comprehensive findings with all
stakeholders’ contributions taken into consideration.
Publisher
University of Nairobi
Subject
Insurance firms in KenyaRights
Attribution-NonCommercial-NoDerivs 3.0 United StatesUsage Rights
http://creativecommons.org/licenses/by-nc-nd/3.0/us/Collections
- Faculty of Education (FEd) [5981]
The following license files are associated with this item: