| dc.description.abstract | A number of authors have stated that focusing on customer retention is less expensive than acquisition focus and can be more profitable. The telecommunications industry is very competitive and companies within this industry have to apply the right methods and know how to differentiate from each other to gain a competitive advantage. The objective of this study was to determine the customer retention strategies adopted by companies in the mobile telecommunications industry in Kenya.
This study took the form of a survey. A census survey of the 4 mobile phone companies in Kenya was done. The managers were targeted for the study. Primary data was collected using semi-structured questionnaires. The questionnaires were administered using drop and pick later method. These were accompanied with letters of introduction from the university and from the researcher. Data was analysed using descriptive analysis (percentages, mean and standard deviations) with the aid of SPSS.
The study found that the most used retention strategies were customer loyalty (mean = 4.75), number of subscribers on the network (mean = 4.25), price (mean = 4.00), and special offers and discounts (mean = 3.50). These strategies were found to be effective. The study concludes that these results are consistent with most of the literature on customer retention strategies. The study recommends the need to have better customer relationship management programs in order to enhance customer satisfaction and loyalty. It is also recommended that the firms allocate bigger budgets for customer retention given the fierce competition for customers in the industry | en_US |
