Abstract: One factor that contributes to success is customer retention for a company's longevity in the modern business environment of fierce competition. As a result, businesses need to focus on keeping their current clientele rather than just bringing in new ones if they want to thrive and remain competitive in the market. To fully satisfy or exceed consumers' requirements, wants, wishes, expectations, and willingness to acquire products is a vital requirement for doing business with them in the future. This study sought to investigate the effect of commitment on customer retention in container freight stations industry in Mombasa County, Kenya. The research used a descriptive survey methodology. Targeted were all 24 Container Freight Stations located in Mombasa County. 10% of the study's target population was used for the pilot test, and those participants did not take part in the final analysis. Therefore, 36 questionnaires were really employed for the pilot testing. A sample of 120 managers and 240 clients were chosen by stratified random selection for the study. The respondents were given a semi-structured questionnaire, which was used to collect primary data. Descriptive and inferential statistics were used in the analysis of the primary data acquired using SPSS while correlation and regression analysis were among the specific inferential statistics. Customer satisfaction was shown to be correlated with the independent variables using a multiple regression model. The results showed a positive and substantial relationship between commitment and customer retention (=.271, p=0.000.05). The study comes to the conclusion that relationship marketing practices used by Mombasa County's container freight stations affect client retention in such stations. As a result, the study suggests that the management of the Container Freight Station in Mombasa County always work to forge a commitment with their clients. The Container Freight Station and the consumer will feel more connected as a result, which will foster the growth of reliable, lasting connections. The management needs to understand how important it is to evaluate and cultivate relationships with customers.
Keywords: Commitment, Customer Retention. Relationship Marketing.
Title: EFFECT OF COMMITMENT ON CUSTOMER RETENTION IN CONTAINER FREIGHT STATIONS INDUSTRY IN MOMBASA COUNTY, KENYA
Author: Mugwe Justus Wachira, Mr. Maina James
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Vol. 10, Issue 2, October 2022 - March 2023
Page No: 127-133
Research Publish Journals
Website: www.researchpublish.com
Published Date: 31-October-2022
