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