The role of customer relationship management in building competitive advantage: the case of mobile phone operators in Kenya

Abstract

This study was conducted as a survey to try and determine ;'hether sustainable competitive advantage of firms can be achieved through customer relationship management. The project focused on the case of mobile phone operators in Kenya. Data was collected through the use of questionnaires. informal interviews as well as through observation of the key market players in the mobile phone operators industry in Kenya.

The study found that Customer Relationship Management has quite an impact on firms' market share and competitiveness. The results indicate that aggressive customer relationship management leads to an increase in the frrm's market share as well as its competitiveness. In order for a firm to be successful in developing sustainable competitive advantage, it should encompass every department and employee in the organization. Regular feedback mechanism with customers should also be enhanced. It is further recommended that another study should be done which will generalize the study findings for all organizations in Kenya from various industries.