A survey of relationship marketing practices among commercial banks in Kenya

Abstract

The purpose of the study was to establish the nature of relationship marketing practices and to determine the extent to which relationship marketing is practiced among commercial banks in Kenya. This study was a cross-sectional survey undertaken among the commercial banks in Kenya. The population of the study was the 44 commercial banks. A survey of all banks was undertaken.

Purposive random sampling was used to pick two (2) corporate banking relationship marketing managers from each bank's head office in Nairobi. This formed the sample size which will be eighty eight (88) respondents who were administered with the questionnaire. The study used primary and secondary data. Primary data was collected using questionnaires. Secondary data was gathered by a review of existing materials on the topic under study and the Kenyan banks. Data was coded and analyzed with the aid of Statistical Package for Social Sciences (SPSS). The analysis involved descriptive statistics and content analysis.

The study found that the banks have applied products oriented Customer Relationship Marketing (CRM) practices to a great extent. The findings indicate that employee oriented CRM strategies are present and enhanced top a great extent. From the findings it emerges that communication oriented CRM strategies have been applied to a moderate extent. The study further found that loyalty oriented CRM activities are not enhanced in the commercial banks in Kenya.

The study recommends that that the Kenyan commercial banks' need to critically reconsider several aspect of the customer relationship marketing strategies especially on the areas of technology adoption and its interaction with CRM. The study also recognizes the need for players in the banking industry to consult with the policy makers and participate in the creation of an enabling financial system environment.