Customer retention by Barclays Bank of Kenya Limited
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Date
2012-09Author
Maina, Hellen W
Type
ThesisLanguage
enMetadata
Show full item recordAbstract
To cope with increased competition and increased customer expectations, many
organizations are forced to adopt proactive strategies to become more customers
driven and to offer higher service quality in order to avoid customer turnover. When
an International firm is unable to retain customers, it means that they are losing
business which is critical for profitability. Many organizations including
Multinational banks however overlook the potential of existing customers who
develop their business.
This therefore is a case study aiming at getting detailed information regarding
customer retentions in Barclay’s bank of Kenya which is a Multinational operating on
an International Business environment that has a lot of competitors.
The study used an interview guide as primary data collection instrument. The
interview guide consisted of open-ended questions aimed at obtaining information on
customer retention strategies that is employed by Barclays Bank. An interview guide
was used to collect information from human Bank managers, head of department and
operation managers of Barclays bank of Kenya. The interview guide was administered
through personal interviews so as to yield the highest quality and quantity of data by
providing supplementary information in the course of the interview.
This study concluded that Barclays bank products were accessible, ease channels of
delivery and available with a well pricing and enhanced quality thus providing
competitive products that satisfied its customers. Making changes in information
technology systems in response to changing competitive situation and encourage
among staff a more customer -focused service approach is important.
Citation
MBA Thesis 2012Sponsorhip
University of NairobiPublisher
School of Business, University of Nairobi
Description
Master Thesis