The Relationship Between Strategic Market Segmentation Capabilities and Performance of Insurance Firms in Nairobi County, Kenya

Abstract

This study aimed to evaluate the relationship between strategic market segmentation capabilities and the performance of insurance firms in Nairobi County, Kenya. This study adopted a descriptive research design and focused on 52 licensed insurance firms in Nairobi City County as listed by the IRA (2024). The target population comprised 208 managers (general, underwriting, operations, and marketing), identified through a census approach. Primary data was collected using structured questionnaires designed to capture information on market segmentation practices and performance indicators, ensuring uniformity and comparability of responses. The data was coded and analyzed using SPSS. Data analysis entailed descriptive and inferential statistics. The descriptive statistics included means, frequencies, and standard deviations, while the inferential statistics entailed correlation and regression analysis. The findings indicated that insurance firms in Nairobi City County increasingly use market segmentation as a core strategy to enhance performance. Many firms tailor products and services to customer needs, apply data-driven and value-based segmentation, and prioritize marketing resources based on profitability. However, segmentation maturity varies across firms. Correlation and regression analyses showed a positive and significant relationship between segmentation capabilities and performance, showing its role in driving competitiveness, customer satisfaction, and sustained growth. The study concluded that market segmentation capabilities positively influence the performance of insurance firms. Tailoring products to customer needs, leveraging demographic and customer data, and allocating resources based on customer value enhance satisfaction, retention, profitability, and return on assets, while also supporting market penetration and geographical expansion. The study recommends that Insurance firms in Nairobi City County should adopt advanced technologies such as predictive analytics and AI-driven customer profiling to anticipate customer needs and personalize services in real time. They should also implement dynamic segmentation models that are regularly updated to align with changing market conditions. For policymakers, particularly the Insurance Regulatory Authority (IRA), it is recommended to establish clear guidelines and incentives that promote data-driven segmentation, while standardizing metrics to ensure consistency, transparency, and consumer protection across the industry.