Effect of Customer Relationship Management on Organizational Performance among Commercial Banks in Eldoret Town, Kenya.
Journal Title: Africa International Journal of Multidisciplinary Research - Year 2018, Vol 2, Issue 5
Abstract
Customers play a vital role in the success of any organization. For most organizations they are the difference between success and failure. The profitability of some Kenyan banks remains inferior and lags behind other banks. The aim of the study was to establish the effect of customer relationship management on organizational performance among commercial banks in Eldoret town Kenya. The study adopted a descriptive survey research design. The population comprised all commercial banks in Eldoret town Uasin Gishu, County. This comprises all branch managers, customer service employees and marketing employees totaling to 1285 employees. The researcher used purposive sampling technique and simple random sampling to select the participants. The sample size of this research was calculated which came to 157 participants. The researcher used questionnaire as the main research instrument. The data collected was adopted and coded for completeness and accuracy of information at the end of every field data collection day and before storage. A statistical Package of Social Sciences (SPSS) version 24 was used to aid data analysis. Descriptive and inferential statistics were used to analyze data. The findings were presented in form of tables. The regression results in indicated that customer relationship management has a direct effect on the performance of an organization (β=0.433; p<0.05). In conclusion, the study established that organizations should be keep customer complaint logbooks, providing suggestion boxes and online services to customers. From the findings the study recommends that Organizations need to promote customer focus strategy in their organization, in order to successfully implement customer relationship practices. The results of the study will assist the employees in the bank to appreciate the importance of positive customer focus and learn the compelling reasons as to why they should at all times provide an exceptional focus to the customers.
Authors and Affiliations
Caleb Akuku, Ruth Jepchumba Lelei
Keywords
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