Strategic Customer Focus and Performance of the Insurance Sector in Rwanda

Abstract

It has been established within the literature that the practice of customer focus strategy is significantly associated with performance of insurance sector. However, the possibility that the attributes of customer focus may affect other relevant measures has not been thoroughly explored. This study investigated the effect of customer focus on performance of the insurance sector in Rwanda. The target population included 8 insurance companies registered in Rwanda with a total of 150 managers all involved with customers. A multi-sampling technique was adopted to obtain 110 managers to represent the 8 insurance companies. A closed ended questionnaire was used to obtain primary data which was then analyzed using the Statistical Package for Social Sciences (SPSS VERSION 21). Cumulatively, 62.96% respondents were in disagreed that the structure has an effect on the organization performance, while 37% were in agreement with all attributes about the customer focus strategy on performance of insurance sector. There was an insignificant effect of customer focus strategy on performance because the insurance sector did not grow or expand, I terms of employees and customer base. The study recommends that insurance companies invest more on innovative strategies that would enhance customer focus for the industry to grow in Rwanda.