| dc.description.abstract | The purpose of this research was to investigate the impact of exclusive banking on
customer attraction in Commercial Banks. This was a case of KCB and BBK in Nairobi
Province. The main objectives of the study were to identify the nature of exclusive
banking services that influence customers in Commercial Banks, to determine the main
methods of implementing exclusive banking for customer attraction at KCB and BBK
and to establish customers' opinion on their experience in the use of Exclusive Banking
products.
The statement of the problem is based on the fact that limited research has been
undertaken in the field of exclusive banking, thereby leaving a knowledge gap. There is
therefore a need for a study to fill this gap. At the same time the ever changing business
environment in the banking industry has seen increased competition which requires the
banks to come up with competitive response strategies. Exclusive banking is one of them
towards this end. In addition, the globalization changes in banking have seen a change in
customer tastes and preferences in line with international trends, hence the need for a
study in exclusive banking to establish its impact on customer attraction.
It is hoped that the research findings will be of great significance to the bank's top
management who will get insight on exclusive banking as a competitive strategy as well
as to the customers who will get an understanding of what this service entails. Besides,
research will act as a basis for further research for researchers interested in the banking
industry.
The study was descriptive in terms of design. The descriptive survey used both
quantitative and qualitative approaches in which data was collected on the basis of the
objectives of the study. The researcher collected data by use of questionnaires. The data
collected was analyzed by use of SPSS and presented by use of descriptive statistics such
as the measures of central tendency and measures of dispersion.
From the analysis it was found out that exclusive banking takes the nature of telephone
banking, internet banking and exclusive ambient space. Besides, exclusive banking offers customers attractive competitive service such as preferential service, no queuing
and a true customer relationship experience as a basis of attracting them, among others.
In conclusion exclusive banking in Nairobi is indeed the fastest growing services offered
by commercial banks. It offers more emphasis on customer first in offering greatest
value in terms of quality products and services to the customer besides the utilization of
information technology as a cost leadership strategy in this service.
The study suffered from limitations of lack of enough funding and time to exhaustively
carry out the research to its logical conclusion. For this reason, the researcher
recommends that research is undertaken on product development in exclusive banking | |
