Operation Strategies and Customer Retention in the Insurance Industry in Kenya
The Objectives of the research was to ascertain the influence of operation strategies on customer retention in Kenyan Insurance firms. The study objectives were to establish operation strategies Employed by Kenyan insurance firms; to examine whether operation strategies were employed and to ascertain the association between operation strategies and customer retention in Kenyan insurance industry. The research used a census design method. It utilized questionnaire sent to the operation managers in the event the organization lacked one the marketing manager was selected as instruments of data gathering. The study brought forth the fact that most insurance firms have integrated the operations department as the largest contributor to the overall customer retention of the insurance firm. Most insurance firms employed strategies such as emerging markets consumer segments, quality service delivery and business model are applied. The management of insurance firms frequently changes operations strategies. The operation strategies changes should involve the input of employees and their contribution in the formulation of new strategies. The holistic approach of both management and staff involvement in strategies formula will ensure that customers will be retained.
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