Relationship Marketing And Customer Loyalty In Mobile Telecommunication Industry In Nairobi, Kenya

Relationship marketing is a strategy designed to build customer loyalty, interaction andcustomer long-term engagement through provision of information and opencommunication that suits customer needs. The broad objective of the study was to analyzethe relationship between customer relationship marketing and customer loyalty in themobile telecommunication industry in Nairobi, Kenya. The study employed a descriptivesurvey design. The population comprised individual customers of the four mobiletelecommunication companies in Kenya. A sample size of 384 respondents was utilized.Proportionate stratified sampling method based market share of each company was used.Primary data was collected using a semi-structured questionnaire while descriptivestatistics and simple regression analysis was used to analyze the quantitative data. Thefindings were as follows, quality of a service is subjectively perceived by customers duringthe interactions with a firm and has critical impact on customers' evaluation of servicequality; effective communication of pricing policies as well as flexible pricing for variousservices offered play a great role in customer loyalty; positive brand image makes it easierfor a firm to convey its brand value to consumers and also generates favorable customerloyalty among people; Businesses operating in an intensely price based competitiveenvironment, dependent on high economies of scale and with low levels of staff-customerinteraction are bound to suffer shocks in their market positions and profitability, Howeverlarge investments on relational strategies like building trust, commitment, communicationand satisfaction can turnaround the shocks