Abstract: This study sought to investigate the effect of networking marketing strategy on customer response to insurance products in Nairobi, Kenya. The study scope was four insurance companies that were purposively sampled due to researchers believe that primary data can easily be collected from their customers. Convenient sampling was a technique applied in identifying respondents to be included in the sample, who are the customers of these companies. The study used a sample size of all the 80 respondents. Analysis and interpretation of the data was done using both qualitative and quantitative methods. Data was then presented using tables, charts and percentages. The finding of the study was that networking marketing strategy preferred as people nowadays equipped with technological gadgets. The study recommends that the insurance firms should aim at creating long-term relationship to bring in more referrals, make in routes to the social media sites where majority of the workforce spend their time and carefully analyze the segments to provide focus.
Keywords: Networking, Marketing Strategy, Customer Response.
Title: Effect of Networking Marketing Strategy on Customer Response to Insurance Products in Nairobi, Kenya
Author: Anthony Kihara Kibugi, Dr. Dennis Juma
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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