Customer Relationship Management Practices and Service Delivery Among Airline Operators in Kenya

Abstract

The corporate world is getting more competitive, and most companies are formulating plans to adapt to the fast pace of change in their surroundings, such as the development of new technologies. Relationship management has developed as a critical component of any strategic planning process for contemporary firms. The general objective of the study was to establish the influence of customer relationship management practices on service delivery among Airline operators in Kenya.This study was based on three theories, relationship marketing theory, commitment-trust theory and institutional theory. A descriptive cross-sectional design was employed with a target study population of 66 Airline operators in Kenya. The target respondents were senior managers of the Airline operators in Kenya. Analyses were done using descriptive analysis, multiple linear regression and correlation analyses. It was established that management information systems and communication were shown to have a significant impact on customer relationship management practices at great extent while personalized services and electronic relationship at moderate extent. The study established a positive relationship between customer relationship management practices and service delivery. It was concluded that there is a significant association existing between customer relationship management practices and service delivery hence the model of research is significant. The study recommends that Airline operators in Kenya should not only depend on customer relationship management to improve their quality of service delivery but should also, employ people who are committed to their work for the best customer service relation, this will also improve quality.