An Investigation of the State of Relationship Marketing Strategy in the Kenyan Banking Sector

Abstract

The study sought to find out the state of Relationship Marketing strategy in the Kenyan Banking sector.To attain this the banks perceptions and attitudes towards relationship marketing and their behavioral practices were measured through interviews of senior bank marketers.The study found out that the bank marketers awareness and understanding of the relationship-marketing concept analyzed through their perception and attitudes was quite high.However the bank practices measured by relationship marketing implementation behavior were really low. The banks a1so tend to apply relationship marketing mostly to their corporate clients who form a minority of their client base as opposed to customer client who form the bulk of their customers.The client commitment to relationship marketing strategy was found to be lacking strategy by bank marketer was high its implementation is rather low and unilateral. Adequate and relevant statistical tools such as factor analysis frequencies percentage and tabulations were successfully used to bring out the statistical validity of the findings.....