Abstract: Customer Relationship Management is a comprehensive strategy that includes the process of acquiring certain customers, keeping them and cooperating with them to create a distinguished value for both the company and the customer. The main aim of this study was to determine the influence of Customer Relationship Management strategies on performance of Public Universities’ SACCOs in Kenya. The study’s specific objectives included: To establish the influence of customer acquisition strategies on the performance of Public Universities’ SACCOs in Kenya; to establish the influence of customer retention strategies on the performance of Public Universities’ SACCOs in Kenya; to establish the influence of relationship expansion strategies on the performance of Public Universities’ SACCOs in Kenya; to establish the influence of divestment strategies on the performance of Public Universities’ SACCOs in Kenya. A descriptive research design was used in conducting the research. Currently there are six public University SACCOs in Kenya. The population and sampling framework for this study, therefore, included the Sacco’s board members, administrators and operations staff whose aggregate number - the six SACCOs included - is estimated at 144 individuals. Owing to the fact that 144 is a small population, census enquiry was used as the sampling design. Both primary and secondary data was collected and used in the research. Data obtained was analyzed using the descriptive statistics tool of the Excel computer package and SPSS software. Results were presented in form of frequency tables, charts, and graphs where applicable. This study expected to establish the understanding and utilization of CRM strategies by public University SACCOs in Kenya. If such strategies are indeed in place then they are few, poorly implemented and hence, do not contribute positively to SACCOs performance.
Title: Influence of Customer Relationship Management Strategies on Performance of Public University Saving and Credit Cooperative Societies in Kenya
Author: Beverlyne Nyakerario Mosoti, Dr. Margaret A. Oloko
International Journal of Social Science and Humanities Research
ISSN 2348-3164 (online), ISSN 2348-3156 (Print)
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