Influence of relationship marketing on customer retention in the branches of commercial banks in Meru town, Kenya

Joan Karambu Muketha, Dr. Kubaison Thiane, Lydiah Thuranira
2016 International Journal of Advanced Multidisciplinary Research  
As the competitive environment becomes more turbulent, the most important issue the sellers face is no longer to provide excellent, good quality products or services, but also to keep loyal customers who will contribute long-term profit to organizations. CRM as a business strategy identifies, cultivates, and maintains long-term profitable customer relationships. This study therefore sought to explore the influence of CRM strategies on the performance of synthetic hair manufacturers in Kenya.
more » ... turers in Kenya. The objectives of the study were to: establish the influence of service quality on performance of synthetic hair manufacturing firms in Kenya, to determine the influence of process automation on performance of synthetic hair manufacturing firms in Kenya, to find out the influence of customer orientation on performance of synthetic hair manufacturing firms in Kenya and to identify the influence of sales force involvement on performance of synthetic hair manufacturing firms in Kenya. The study adopted a descriptive research design. The study targeted 90. The study used selfadministered questionnaire as instruments of data collection. The researcher used the SPSS to perform the analysis.
doi:10.22192/ijamr.2016.03.11.004 fatcat:y7fkwkiyybgtdlid2xvxtzdjcu