Relationship marketing and customer loyalty in commercial Banks in Kenya

Abstract

The exodus of customers from one bank to another is of concern in commercial banks in Kenya. The objective of the study is to establish the relationship between Relationship marketing and customer loyalty in commercial banks in Kenya. The study adopted a descriptive research design where by data was collected by questionnaires which were self-administered through drop and pick method. The population of interest for this study comprised all 44 commercial banks in Kenya. The study used primary and secondary data. Primary data was collected using questionnaires. Secondary data was gathered by a review of existing materials on the topic under study and the Kenyan banks. The data from the field was coded according to the objective of the researcher. Data was coded and analyzed with the aid of Statistical Package for Social Sciences (SPSS). The data collected was analysed using descriptive statistics method tools of analysis, such as mean scores, percentages, and frequencies. The analysis involved descriptive statistics and content analysis. Data was then presented using tables, pie charts and graphs. From the findings of the study, 48% agreed that relationship marketing affects customer loyalty to a great extent, 26% agreed that relationship marketing affects customer loyalty moderately, 16% said that relationship marketing affects customer loyalty to a small extent and 10% said that the factor affects to no extent. From this data, it can be concluded that relationship marketing affects customer loyalty to a large extent. The study recommends that for organizations to enhance its customer loyalty, it should enhance its customer service quality in order to ensure customer satisfaction, thus the researcher recommends that commercial banks should come up with strategies that are realistic, measurable, well understood, all inclusive and easy to implement at all levels of the organization.