The Influence of Relationship Marketing on Sales Performance in the Telecommunication Industry in Kenya

Abstract

The general objective of the study is to establish the influence of relationship marketing on sales performance in the telecommunication industry in Kenya. The specifically the study sought to determine the influence of interactive communication on sales performance in the telecommunication industry and to examine the influence of customer experience on sales performance in the telecommunication industry. The study used descriptive research design in form of cross sectional survey. The population of interest of this study was the telecommunication firms in Kenya. The study sampled a total of 80 respondents through stratified and random sampling from the three categories of telecommunication firms. The sample was equal to 20% of the entire population. The study used both secondary data from the firm’s published financial reports and websites and primary data collected using questionnaire. Descriptive analysis was employed; this included the use of weighted means, standard deviation, relative frequencies and percentages. The data was coded to enable the responses to be grouped into various categories. Descriptive statistics was used to summarize the data. This included percentages and frequencies, tables and other graphical presentations as appropriate to present the data collected for ease of understanding and analysis. Regression analysis used to establish the relationship between the study variables. The study found that interactive communication influences the relationship marketing on sales performance in the telecommunication industry in Kenya. The study revealed that established that customer experience influences the relationship marketing on sales performance in the telecommunication industry in Kenya. The study established that sales performance influences the relationship marketing on in the telecommunication industry in Kenya. The management recommended the establishment of an interactive communication between the customer and the company itself which will in turn help in being effective in achieving final purchase. The management also recommended the building of the customer and company relationship which will help the company to identify what customers want and provide that value in a product. The management also recommended that the company use integrated marketing communication approach, which will in turn help to alleviate miscommunication and confusion. Telecom companies in Kenya should ensure that customers’ satisfaction is met at any given time to maintain their customer base. The study recommended that the management the establishment of an interactive communication between the customer and the company itself which will in turn help in being effective in achieving final purchase. There is need for the to help in building customer and company relationship which will help the company to identify what customers want and provide that value in a product. The study recommended that the company use integrated marketing communication approach, which will in turn help to alleviate miscommunication and confusion. Telecom companies in Kenya should ensure that customers’ satisfaction is met at any given time to maintain their customer base. The management should encourage retention of customers and increase profitability of the organization, Telecommunication companies should ensure that they respond to customer need swiftly