Tag Archives: Organizational Competitiveness.

Role of Customer Relationship Management Strategy on Competitiveness of Commercial Banks in Kenya (Published)

This paper analyzed the role of Customer Relationship Management (CRM) strategy practices on the competitiveness of commercial banks in Kenya.  The paper looked at CRM as the implementation of an effective customer – centric strategy within an organization in order to create superior value that is required for sustenance of the exchange process between the organization and its target customers in a competitive market.  Companies are becoming increasingly aware of the many potential benefits provided by CRM.  The study used primary and secondary data to address the following objectives :-(i) to establish the role of customer relationships focus on the competitiveness of commercial banks.  (ii) to determine the role of customer – centric organization configuration on organizational competitiveness. (iii) to assess the role of customer contact platforms or touch points on the competitiveness of commercial banks. (iv) to establish the role of comprehensiveness of customer database on competitiveness of commercial banks. (v) to determine the role of integration of customer information on the competitiveness of commercial banks. (vi) to assess the role of accessibility to customer information on the competitiveness of commercial banks. (vii) to establish the role of competitors focus on the competitiveness of commercial banks. (viii) to assess the role of analysis of customer information on the competitiveness of commercial banks. The study utilized a descriptive correlational research design and data was collected from 34 out of the target population of 43 registered banks in Kenya. Data analysis and interpretation was based on descriptive statistics as well as inferential statistics mainly linear regressions. The study found statistically significant positive linear relationships between CRM strategy and organizational competitiveness. It was found that organizational competitiveness is achieved through appropriate CRM strategy practices. The paper gave managers invaluable insights on how to effectively build their CRM strategy and leverage on their organizational factors to enhance the role of CRM strategy practices on organizational competitiveness

Keywords: Customer Relationship Management (CRM), Organizational Competitiveness., Strategy