Abstract
The study focused on the influence of relational experience on customer satisfaction.The study was guided by the social exchange theory which focused on the fundamental principle that humans in social situations choose behaviors that maximize their likelihood of meeting self-interests in those situations. Descriptive and explanatory research designs were utilized in this study and the following networks were sampled; Safaricom, Airtel,Orange and , yuMobile A questionnaire was used to collect data from sample size of 250 respondents who were sampled from the staff of public universities in the Western region which included Moi, Masinde Muliro, Maseno, Jaramogi Oginga Odinga, University of Eldoret and Kisii University. Data collected was analyzed by use of descriptive and inferential statistics.Multiple regressions were used to establish the effect between customer relationship management practices, customer satisfaction and customer Retention. The results revealed that Customer relational experience had significant effect on Customer retention. Further,Customer relational experience had significant effect on Customer satisfaction. Also it was established that, Customer satisfaction was significant in predicting customer retention. The study recommends that service providers should put more emphasis on Customer Relationship Management Practices since they influence customer satisfaction and hence customer retention. Keywords: Relational Experience, customer, customer satisfaction, retention DOI: 10.7176/EJBM/13-20-11 Publication date: October 31 st 2021
Highlights
Background informationOrganizations both private and public in today’s dynamic market place are increasingly leaving anticipated marketing philosophies and strategies to the adoption of more customer-driven initiatives that seeks to understand, attract, retain and build long term relationship with profitable customers (Kotler, 2006,Gronroos,C 1994)
The results show that the 5 items of Customer Relational Experience are sorted into two components
SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS Summary of findings Effect of Customer Relational Experience on Customer Retention Hypothesis Ho3pstulated that customer relational experience has no significant effect on customer retention
Summary
Organizations both private and public in today’s dynamic market place are increasingly leaving anticipated marketing philosophies and strategies to the adoption of more customer-driven initiatives that seeks to understand, attract, retain and build long term relationship with profitable customers (Kotler, 2006,Gronroos,C 1994). This paradigm shift has undauntedly led to the growing interest in CRM practices that aim at ensuring customer identification, interactions, customization and personalization that unreservedly lead to customer satisfaction, retention and profitability (Thompson, 2004, Gronroos et al, 1996; Xu et al, 2002, store, 2000). Homburg et al (2008) suggested that customer satisfaction has been a crucial issue in marketing field in the past decades since satisfied customers are able to offer to the company such as customer loyalty and continuous profitability
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