The Application of Relationship Marketing in Kenya Commercial Bank Limited
Abstract
The increasing globalization and technological advancement has increased marketing
activities among and between nations. This has created stiff competition among firms
indifferent industries. The banking industry in Kenya is dynamic and vibrant, playing a
critical role in shaping the country’s economy. The industry has registered remarkable
growth mainly driven by focused expansion strategies penetrating fertile regional markets
and previously unbanked populations, innovation and focus on technology. This has
made banks to adopt different marketing strategies for their products. This study was
motivated by the need to establish the marketing strategies used by KCB and the extent
of adoption and effect of the relationship marketing at KCB. To achieve this objective,
the study collected primary and secondary data. The primary data was collected using
open ended questionnaires and interviews. The data was collected from the marketing,
sales, strategy and customer service departments. The collected data was then analysed
using content analysis and the findings arranged in prose. The study found that there were
mechanisms to ensure continuous feedback from customers since the bank had
suggestion boxes where customers could air their views. Also the study found that staff
members were tasked with engaging customers in relationship building and more staff
members were consequently placed on the front office for ease of access for customers.
The study recommended that KCB continue implementing more strategies on relationship
marketing so as to attract more clients and thus command a bigger market share in the
banking industry.
Sponsorhip
The University of NairobiPublisher
School of Business