Effect of Customer Centred Relationship Management Organization on Satisfaction of Commercial Banks’ Account Holders in Nairobi City County, Kenya

Abstract

The objective of this study was to establish the effect of Customer centred Relationship Management (CRM) organization on satisfaction of commercial banks account holders in Kenya. The study adopted a cross-sectional research design involving descriptive and explanatory research techniques. The target population was 34,649,583 account holders out of which sample of 400 respondents were selected using mixed sampling techniques. Data was collected using a questionnaire and analyzed using both descriptive and inferential statistics. Simple linear regression was conducted to assess the relationship between technology CRM and account holder satisfaction. The study established that customer centred CRM organization had a statistically significant effect on satisfaction of commercial banks account holders. The study recommends that commercial banks should consider customer centered CRM organization dimensions when developing  strategies because they have a significant effect on  account holder satisfaction with commercial banking services. Commercial banks in Kenya and the central bank can use the findings of this study to formulate customer centred CRM policies that enhance service delivery and   satisfaction of account holders. To increase the level of generalization and objectivity, future studies should be carried out in other service industries such as insurance, airlines and telecommunication services using additional variables and a different design such as time series.

Keywords: account holder; satisfaction, customer centered; commercial bank; customer relationship management

DOI: 10.7176/EJBM/11-9-08

Publication date:March 31^st 2019