The Effect of customer relationship management practices on customer retention in the exhibition industry within Nairobi City County

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dc.contributor.authorLetting, A.
dc.date.accessioned2023-07-28T13:41:08Z
dc.date.available2023-07-28T13:41:08Z
dc.date.issued2023
dc.descriptionFull- text thesis
dc.description.abstractThe purpose of this study was to investigate the effect of customer relationship management practices on customer retention in the exhibition industry within Nairobi City County. This paper examined how service quality, technology adoption, and complaint handling affect customer retention in the exhibition industry. The target population of the study was 52 exhibition companies and the respondents were the marketing managers or directors of the respective firms. The study utilized structured closed ended questionnaire with 5 Likert scales to collect the primary data. Descriptive and inferential statistical method was used in analysing data while Regression and Correlation methods were used to determine the relationship between the customer relationship management practices and customer retention. The results were presented using bar graphs pie charts and tables. The study found a strong positive and statistically significant relationship between service quality and customer retention. This is an indication that service quality influences customer retention. The study also found a strong positive and statistically significant relationship between technology adoption and customer retention meaning that technology adoption influences customer retention. Further, the study found that there is a strong positive and statistically significant relationship between complaint handling and customer retention which means complaint handling influences customer retention. The study revealed that relationship of complaint handling with customer retention is influenced by consumers whose complains are effectively resolved. Therefore, complaints can make the company perform better. The study had its limitations. The research engaged senior management staff who were quite a challenge to access due to their busy schedules. Furthermore, the study was limited to examining the effect of customer relationship management practices on customer retention in exhibition industry in Nairobi City County which limits the generalization of the findings to other industries. In future research, a similar study 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 study also recommends a similar study to be done to establish the role of other CRM practices on customer retention.
dc.identifier.citationLetting, A. (2023). The Effect of customer relationship management practices on customer retention in the exhibition industry within Nairobi City County [Strathmore University]. http://hdl.handle.net/11071/13414
dc.identifier.urihttp://hdl.handle.net/11071/13414
dc.language.isoen
dc.publisherStrathmore University
dc.titleThe Effect of customer relationship management practices on customer retention in the exhibition industry within Nairobi City County
dc.typeThesis
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MCOM Theses and Dissertations (2023)