Market orientation and performance relationship in insurance industry in Tanzania:the case study of insurance companies in Dar es Salaam

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dc.contributor.authorMsabi, Elias Daniel
dc.date.accessioned2019-11-19T07:44:47Z
dc.date.accessioned2020-01-08T09:52:34Z
dc.date.available2019-11-19T07:44:47Z
dc.date.available2020-01-08T09:52:34Z
dc.date.issued2999
dc.descriptionAvailable in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class Mark ( THS EAF HF5410.T34M7)en_US
dc.description.abstractThe main objective of this study was to explore the relationship of Market orientation and Performance. This objective has been derived from the objectives of liberalizing the Insurance industry in Tanzania of being Market driven industry and this research is aimed at establishing if there is any relationship between focusing markets. The specific objectives were, to find out the relationship between Market orientation and performance in Tanzania’s insurance industries, to find out if Tanzania Insurance Industry is market oriented and to find out how strong the relationship is between the market orientation and performance in Insurance Industries in Tanzania. The study used a sample of 12 Insurance Companies and 20 registered Insurance Brokerage Companies. General observation showed the general trend that still there was poor participation among the people in joining with the Insurance policies in Tanzanian. This is because all the Marketing activities of these companies which have been targeting major cities like Dar es Salaam. The result shows that there are positive relationships between market orientation and performance. In other words, Tanzanian Insurance Industry performance is largely influenced by its market orientation or market driven culture. This is because the association between the acting of the industries and the response from the market are positive. It is recommended to the companies that, time has come for them to start considering direct marking. And also all companies should prepare themselves to offer services on international standard accepted not only within East African Community but the entire world.en_US
dc.identifier.citationMsabi, E.D (2009) Market orientation and performance relationship in insurance industry in Tanzania:the case study of insurance companies in Dar es Salaam, Master dissertation, University of Dar es Salaam.en_US
dc.identifier.urihttp://localhost:8080/xmlui/handle/123456789/5496
dc.language.isoenen_US
dc.publisherUniversity of Dar es Salaamen_US
dc.subjectInsurance industryen_US
dc.subjectMarket orientationen_US
dc.subjectInsurance companiesen_US
dc.subjectDar es Salaamen_US
dc.subjectTanzaniaen_US
dc.titleMarket orientation and performance relationship in insurance industry in Tanzania:the case study of insurance companies in Dar es Salaamen_US
dc.typeThesisen_US

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