Influence of Relational Experience on Customer Satisfaction Among Mobile Phone Users in Selected Public Universities in Kenya

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