An investigation into the marketing strategies used by commercial banks in Kenya in managing service breakdown among SME customers

Abstract

This study sought to establish the causes of service breakdown in commercial banks in Kenya. The study entailed a census survey of five commercial banks namely Barclays, Kenya Commercial Bank, Standard Chartered, Co-operative and Fina went further to examine the marketing strategies used by the commercial banks in Kenya in managing service break down. It utilized a descriptive approach employing both qualitative and quantitative methods of data collection. The banks targeted in this study were those that have projected themselves as having a special interest in SME customers. In this regard, they had established departments with dedicated staff dealing with SME’s. A total of 15 respondents from three major departments of IT, Accounting/Finance, and Customer care were interviewed. A self administered open and closed ended questionnaire was utilized in collecting primary data from the field. In addition, in depth interviews and desk research were used for confirmation and verification. Data collected from the field was analyzed using descriptive statistics, and information presented in charts, frequency distribution tables and figures