Customer Relationship Management on Customer Retention in the SACCO Sector in Kenya

Abstract

The purpose of this conceptual paper was to investigate the effect of customer relationship management practices on customer retention in the Sacco sector in Kenya. This paper examined how service quality, technology adoption, and complaint handling affect customer retention in the exhibition industry the target population was the customers of the Sacco’s. The study had its limitations. The research engaged customers who were busy in other activities. Furthermore, the study was limited to examining the effect of customer relationship management practices on customer retention in Saccos in Kenya which limits the generalization of the findings to other industries. In future research, a similar independent paper should be done to examine the effect of customer relationship management practices on customer retention across different industries to understand which policies are effective for different industries and sectors. The paper also recommends a similar study to be done to establish the role of other CRM practices on customer retention.