Influence of Customer Experience Management on Performance of Oil Marketing Companies Kenya

Abstract

Majority of firms excel in customer interactions but fail to pay sufficient attention to customers’ comprehensive experience on the buying procedures and post purchase evaluations. Firms that have perfected customer journeys benefit enormously in terms of rewards, improved customer satisfaction, condensed churn, amplified revenues, reduced costs and an improved collaboration across the company. The study's main goal was to investigate the impact of customer experience management on the performance of oil marketing enterprises in Kenya. Both the Value Hierarchy and Resource-Based Theories were used to conduct this research. There were 85 oil marketing firms in Kenya that were the focus of the investigation. Analyses was done using descriptive analysis, multiple linear regression and correlation analyses. Research shows that oil marketing firms have a high degree of cognitive experience management, whereas oil marketing companies have a moderate degree of relational experience management. Customer experience management and business performance were shown to have a favourable link. Customer experience management has been proven to have a positive influence on industry performance, hence the research proposes that the oil marketing organizations in Nairobi should use this strategy in order to improve their overall performance. It is essential that oil marketing businesses have rules and processes that encourage strong employee participation, understanding, and dedication to the company's vision, goal and objectives.