Customer Relationship Management System and Customer Satisfaction Among Commercial Banks in Kenya

Abstract

In the world where there is increasing competition in every sector of the economy. The service sector is flooded with different firms offering different services, such that many customers are spoilt for choice on all products offered at the marketplace. The study sought to assess the relationship of CRM system and customer satisfaction among commercial banks in Kenya. The study was guided by the following specific objectives; to determine the extent of use of customer relationship management system in commercial banks in Kenya; to establish the relationship between CRM use and customer satisfaction in commercial banks in Kenya; to identify the challenges experienced in commercial banks in Kenya in the use of CRM. The study was anchored on the relationship marketing theory and the Commitment-trust theory. A descriptive design was employed in the study. The study targeted heads of customer relationship management who were free to delegate to their CRMs from each of the 44 banks. The study relied on primary data collected by use of questionnaires. The collected questionnaires were examined for completeness before being entered in the Statistical Package for Social Sciences software for analysis. The study used mean, percentages, frequencies and multiple regression analysis. The study found out that use of CRM had a positive influence on customer satisfaction. The study concludes that MIS was used in collecting customer related information from diverse sources by commercial banks. Commercial banks used MIS in generating reports of customers. Customers were delighted by the services offered by their bank. CRM did not have enough provision to private protection. The study recommends that MIS ought to be used in collecting customer related information from diverse sources by commercial banks. Commercial banks ought to use MIS in generating reports of customers. Customers ought to provide constant feedback regarding customer relationship management systems in the banks for improvement. CRM systems used for marketing ought to be improved to reduce the probability of commercial banks being prone to errors. Commercial banks ought to update their CRM banking systems to reduce frequent down time.