Developing a framework to manage a sustainable life insurance franchise in South Africa

Abstract

Changes and challenges that have occurred during the last couple of years, have forced life insurance companies to make certain strategic decisions in order to remain competitive. Life insurance companies have to monitor their surrounding environment in order to create opportunities to allow them to survive in their competitive environment. This study intends to contribute to the competitive advantage as well as to the profitability of life insurance companies. Franchising in the financial service industry in South Africa, as an alternative distribution channel, formed the focus of this study. The life insurance industry is struggling to come to terms with the wave of regulations being implemented in the industry. Because franchising provides an opportunity for people without business experience and due to the changing environment, a framework for managing such a business plays a major role in the success of the business. Through the use of a survey an empirical study was done to test the relationship of concepts that will contribute to the development of a framework for a sustainable franchise in the life insurance industry. The various concepts were discussed and brought into context with the objectives of the study. The research study shows that franchising can be a viable option as an alternative marketing channel in the life insurance industry. The main findings of the study contribute to the development of the framework for managing a sustainable franchise in the life insurance industry in South Africa.