Key Account Management and Brand Performance of Microfinance Institutions in Kenya

Abstract

Key Account Management is the frequent running of the business to business relationship between sellers/providers and their customers. Brand performance on the other hand is the desirability and profitability in a brand – how a brand is attractive to its target and how this attractiveness brings financial gain to the owners of the brand. This research was to investigate what influence Key Account Management has to brand performance with special focus in the financial services sector. The research study made use of descriptive research design in attempting to seek answers to the research question. The respondents consisted of the customer service representatives and mid-level managers of the microfinance banks. The research study was completed by administering 20 questionnaires to the customer service representatives and mid-level managers of the microfinance banks. All the questionnaires administered were filled up and returned representing a response rate of 100%. The findings were in line with the findings other studies mentioned in this project that suggests that key account management affects the brand performance positively. The study concluded that there is a strong relationship between key account management and the brand performance of the Microfinance Institutions in Kenya. The study also concluded that Customer orientation; Top management and Relationship management affects brand performance of the Microfinance Institutions positively and in a statistically significant way.