Journal of Finance and Investment Analysis

Moderating Effect of Sales Channels on the Relationship between Bancassurance and Financial Performance of Commercial Banks in Kenya

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• Abstract 

  This study aimed at determining the moderating effect of sales channels on the relationship between bancassurance and financial performance of commercial banks in Kenya. The study utilized both primary and secondary data. Primary data was collected by semi-structured questionnaires. Data analysis was performed by descriptive statistics, Data Envelopment Analysis (DEA) and regression analysis. Findings revealed that sales channels had no significant moderating effect on the relationship between bancassurance and financial performance of commercial banks. The study further found out that commercial banks in Kenya employed bancassurance sales with a mean efficiency score of 0.533 implying that they are not cost efficient.

  JEL classification numbers: G21, L25
  Keywords: Bancassurance, Sales Channels, Moderating Effect, Financial Performance.