Factors that Influence Organizational Transformation: A Case of Life Insurance Companies in Kenya

Abstract

Aims: The general objective of the study was to establish the factors that influence organizational transformation in Life Insurance Companies in Kenya. The specific objectives of the study were; to determine the effect of changing customer preferences on organizational transformation in the life insurance industry in Kenya, to determine the effect of competition on organizational transformation in the life insurance industry in Kenya and to determine the effect of technology on organizational transformation in the life insurance industry in Kenya.Metrology: A case study design was used to undertake the study focusing on the Life Insurance Sector, which comprises of six companies. A convenience sampling design was used to select the three respondents from each organization. The three were selected to meet the following criteria:- The Chief Executive Officer was meant to provide information on the strategic direction of their respective organizations; the marketing manager was selected in order to provide information on competition and changing customer preferences with respect to their organizations; and the Information Technology manager was selected in order to provide information on changes in information technology and their influence on organizational transformation. Survey method was used to collect primary data, a semi-structured questionnaire being the main data collection tool. The researcher used the questionnaire with open questions, aimed at meeting the objectives of the study. Primary data were analyzed by employing descriptive statistics such as frequency distributions and percentages. Statistical Package for Social Sciences (SPSS) was used as an aid in the analysis. Results: The findings indicate that the factors that were greatly influenced by changing customer preferences were: product diversification, market differentiation, personal selling, offering products and services online; and establishment of customer care desks/centers. The findings also show that competition in the insurance industry has resulted to the organizations adopting product diversification, personal selling, increased branch networks, establishment of customers care desks/centers and reduction of premiums costs and related charges. Further, the findings show that technological changes had greatly influenced adoption of product diversification, personal selling, offering products and services online, increased branch networks and reduction of related charges.

Keywords: Organizational transformation; Life insurance companies; changing customer preferences; competition technology