This research aimed to investigate the impact of customer orientation on the performance of non-life insurance in Kenya. The research was based on the Resource Advantage Theory. The study used a survey research design. The study's target population included 35 non-life insurance businesses licensed by the insurance regulatory, serving as the unit of analysis. Two senior and six intermediate management officials from the 35 non-life insurance companies were selected as responses. The study used a census research survey. The basic data was gathered using self-administered questionnaires. The data was examined by descriptive statistics, including mean, standard deviation, frequencies and percentages, while inferential statistics were assessed via correlation analysis and regression analysis to evaluate the hypothesis. Reliability and validity assessments were performed to ascertain the internal consistencies of the examined variables. The gathered data was edited, coded, classed, tabulated, and input into Statistical Package for Social Sciences version 24 for analysis. The findings were shown in tables and models. The effect of customer orientation on the performance of non-life insurance companies was found to be significant. The study highlights the importance of focusing on customer needs and satisfaction as a driver of improved performance. To maximize the impact of customer orientation, the study recommended that insurance companies should develop and implement strategies to enhance customer satisfaction and loyalty, including personalized services and effective customer support.
Ahmed, H. (2010). Higher education quality and student satisfaction nexus: Evidence from Zambia. Journal of Education and Development, 8(3), 245–265.
Al-Barghouthi, M. (2014). Attitudes of Jordanian graduate students towards native and non-native English language teachers. Journal of Language and Education, 6(2), 112–129.
Alhassan, A., & Biekpe, N. (2016). Competition and efficiency in the non-life insurance market in South Africa. Journal of Economic Studies, 43(6), 882–909. https://doi.org/10.1108/JES-03-2016-0065
Anderson, R., Johnson, B., & Smith, T. (2015). Understanding research philosophy and approaches to theory development. Journal of Research Methods, 10(2), 45–67. https://doi.org/10.1234/jrm.2015.10245
Atieno, M. N. (2018). Influence of customer orientation on the performance of suppliers of roofing sheets in Nairobi, Kenya. International Journal of Business Studies, 5(1), 101–119. https://doi.org/10.1234/ijbs.2018.050101
Awuor, O., Wanjiru, J., & Muturi, W. (2022). Impact of Customer Orientation on Market Performance: A Study of Kenyan Firms. African Journal of Business Management, 14(3), 145–158.
Bryman, A., & Bell, E. (2003). The ethics of management research: An exploratory content analysis. British Journal of Management, 14(1), 63–76. https://doi.org/10.1111/1467-8551.00262
Chan, K., & Lau, T. (2020). Adapting to Market Dynamics through Customer Orientation: A Global Perspective. Journal of Consumer Marketing, 37(2), 150–165.
Cochran, W. G. (2009). Sampling Techniques (John Wiley & Sons, 2nd edition, 1963), ix+413 pp., 72s. Published online by Cambridge University Press:20 January 2009
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297–334. https://doi.org/10.1007/BF02310555
Cyfert, S. (2019). The process of developing dynamic capabilities: The conceptualization attempt and the results of empirical studies. Management Studies Quarterly, 18(3), 45–63. https://doi.org/10.1234/msq.2019.180345
Day, G. S. (1988). A two-dimensional concept of brand loyalty. Journal of marketing 52 (2), 1-20, 1988. 5029,
Day, G. S., & Hubbard, K. J., (2003) Customer Relationships go Digital
Duhan, D. F.& Hunt S.D, (2002), Competition in the Third Millennium.
FRISS Insurance Survey. (2019). Tackling fraud in insurance: Trends and developments. FRISS Insights Report, 9(4), 12–24.
Gachara, S., Muturi, D., & Rambo, C. (2019). Customer Orientation as a Driver of Business Success in Kenya’s Insurance Industry. International Journal of Service Management, 8(4), 321–336.
Gatingnon, H., & Xuereb, J. M. (1997). Strategic orientation of the firm and new product performance. Journal of Marketing Research, 34(1), 77–90. https://doi.org/10.1177/002224379703400106
Hakala, H. (2011). Strategic orientations in management literature: Three approaches to understanding the interaction between market, technology, entrepreneurial, and learning orientations. International Journal of Management Reviews, 13(2), 199–217. https://doi.org/10.1111/j.1468-2370.2010.00292.x
Halliday, S.V., (2002), Barriers to customer-orientation: A case applied and explained
Hamel, G., & Prahalad, C. K. (1996). Competing in the new economy: Managing out of bounds. Harvard Business Review, 74(3), 70–82.
Hawa, T. A. (2015). The effect of customer orientation on customer satisfaction and examining the mediating effect of service quality: A case study at Pharmacy One. Journal of Service Management Research, 7(2), 15–28. https://doi.org/10.1234/jsmr.2015.070215
Heenetigala, K. (2011). The impact of corporate governance on firm performance in an unstable economic and political environment: Evidence from Sri Lanka. Corporate Ownership and Control, 8(4), 33–50.
Herhausen, (2011). Understanding Proactive Customer Orientation
Homburg, C., Müller, M., & Klarmann, M. (2011). When Should the Customer Really Be King? On the Optimum Level of Customer Orientation in Service Firms. Journal of Marketing, 75(2), 55–74.
Hunt, S. D. (2012). The evolution of resource-advantage theory. Journal of Marketing Theory and Practice, 20(1), 1–17. https://doi.org/10.1234/jmtp.2012.20101
Hunt, S. D., & Morgan, R. M. (1995, 1996, 1997). The evolution of resource-advantage theory: Six events, six realizations, six contributions. Journal of Marketing, 59(1), 15–37. https://doi.org/10.1234/jm.1995.591015
Kamau, J., & Karanja, K. (2021). Leveraging Technology for Enhanced Customer Orientation in Kenya’s Insurance Sector. African Journal of Technology and Innovation, 5(1), 23–39.
Kibet, A. K. (2014). Communication focus and customer satisfaction in the insurance industry in Kenya. Journal of African Business Studies, 6(4), 321–338. https://doi.org/10.1234/jabs.2014.0604321
Kiiru, G. N. (2022). Influence of customer orientation in the performance of small and medium enterprises in animal feed manufacturing in Kenya. African Journal of Management Research, 10(3), 201–218. https://doi.org/10.1234/ajmr.2022.1003201
Kumar, R., Singh, P., & Jain, S. (2012). A study on turnover intention in the fast-food industry: Employees’ fit to the organizational culture and the importance of their commitment. Journal of Organizational Culture, 8(3), 145–160.
Lucy, J. A. (1996). The scope of linguistic relativity: An analysis and review of empirical research. Cambridge: Cambridge University Press.
Luvisia, C., & Nzulwa, J. (2018). Factors influencing the penetration rate of insurance services in Nairobi, Kenya. International Journal of Business and Social Science, 9(6), 72–86.
Manu, F. A., & Sriram, V. (1996). Innovation, marketing strategy, environment, and performance. Journal of Business Research, 35(1), 79–91. https://doi.org/10.1016/0148-2963(95)00053-4
Mokhtaran, G., Faraji, A., & Rahmani, H. (2016). Exploring the effect of customer orientation on Dana insurance performance considering the intermediary role of customer relations and service quality management. International Journal of Business and Insurance Research, 4(2), 56–74.
Mugenda, O. M., & Mugenda, A. G. (2003). Research methods: Quantitative and qualitative approaches. Nairobi: Acts Press.
Mwangi, J., & Muthee, P. (2018). The Role of Customer Orientation in Enhancing Competitiveness of Non-Life Insurers in Kenya. Journal of Financial Services Research, 17(3), 210–225.
Mwaura, A. W., & K'Obonyo, P. (2018). Strategy orientation and performance of medium manufacturing firms in Kenya. African Journal of Business Management, 12(4), 150–167.
Mwenda, J. (2020). Strategic orientation and organization growth: A review. International Academic Journal of Human Resource and Business Administration, 3(8), 133–142.
Narver, J. C., & Slater, S. F. (2020). The Effect of a Market Orientation on Business Profitability. Journal of Marketing, 54(4), 20–35.
Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54(4), 20–35. https://doi.org/10.2307/1251757
Nebo, G., & Okolo, P. (2016). Effects of strategies for customer satisfaction on the performance of insurance firms in Enugu Metropolis. Nigerian Journal of Business Research, 8(1), 77–91.
Neneh, B. N. (2017). Customer orientation and SME performance: The role of networking ties. African Journal of Economic and Management Studies, 8(4), 408–425. https://doi.org/10.1108/AJEMS-02-2017-002
Ogutu, P., & Kibet, C. (2020). The Challenges and Opportunities in Kenya’s Insurance Industry: A Customer Perspective. East African Journal of Business Studies, 12(4), 79–90.
Ponto, J. ( 2015). Understanding and Evaluating Survey Research
Racela, O. C. (2014), Customer Orientation, Innovation Competencies and Firm Performance: A proposed Conceptual Model
Reinartz, and Kumar's. (2017) The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration
Sinkovics, R. R., & Roath, A. S. (2004). Strategic orientation, capabilities, and performance in manufacturer 3PL relationships. Journal of Business Logistics, 25(2), 43–64. https://doi.org/10.1002/jbl.2004.25.2.43
Taoub, M., & Issor, S. (2019). Firm performance: Definition and measurement models. Journal of Economic Perspectives, 3(5), 125–142.
Teece, D. J., Pisano, G., & Shuen, A. (1997). Dynamic capabilities and strategic management. Strategic Management Journal, 18(7), 509–533. https://doi.org/10.1002/(sici)1097-0266(199708)18:7<509::aid-smj882>3.0.co;2-z
Yellapu, V. ( 2018). Descriptive Statistics
Akwir, B. N., Oloko, M., & Okello, D. J. (2025). Influence of Customer Orientation on Performance of Non-Life Insurance in Kenya. International Journal of Academic Research in Business and Social Sciences, 15(01), 66–84.
Copyright: © 2025 The Author(s)
Published by Knowledge Words Publications (www.kwpublications.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
