Influence of customer attitude on uptake of life insurance among teachers in Uasin Gishu County- Kenya

Abstract: Despite its importance in business, economic growth, and particularly in financial services sector, life insurance in Kenya has experienced low uptake. This research sought to find out the customer attitude influence on the uptake of life insurance among teachers in Uasin Gishu County, Kenya. The research focused on customer attitude as a factor. A survey of the teachers in the Uasin Gishu County, Kenya was carried out. 302 teachers in Wareng Sub-county were sampled. Content Validity Index (CVI) was used to measure the validity of the research instruments. Moreover, pilot of 35 questionnaires was used to enhance the instrument’s reliability. It was found out that there exists some relationship between customer attitude and the level of uptake of life insurance among teachers in Uasin Gishu County since the correlation coefficient r of 0.433 was established and a p value of 0.000. Hence the p value is less than α =0.01, which is the set significant level. Moreover, a regression of the standardized beta values, of 0. 0.713 was found. This meant the customer attitude influences the level of uptake of life insurance by teachers. The findings pointed that great effort should put by stakeholders to increase perception of life insurance and hence enhance customer attitude