INFLUENCE OF PERCEIVED VALUE ON CUSTOMER RETENTION AMONG MOBILE PHONE USERS IN THE PUBLIC UNIVERSITIES IN WESTERN REGION OF KENYA

Organizations have embraced the concept customer relationship management practices since it focuses on managing relationship between its current and prospective customer base hence helping in building long lasting relationships which consequently give the organization the joy of retained customers. The specific objective of this study is to determine the effect of perceived value on customer retention. The study was guided by the social exchange theory which focused on the fundamental principle that humans in social situations choose behaviors that maximize their likelihood of meeting self-interests in those situations. Descriptive and explanatory research designs were utilized in this study and the following networks were sampled; Safaricom, Airtel, Orange and, yuMobile A questionnaire was used to collect data from sample size of 222 respondents who were sampled from the staff of public universities in the Western region which included Moi, Masinde Muliro, Maseno, Jaramogi Oginga Odinga, University of Eldoret and Kisii University. Data collected was analyzed by use of descriptive and inferential statistics. Multiple regressions were used to establish the effect perceived value and customer Retention. The results revealed that Perceived value had significant effect on Customer retention. The study recommends that service providers should put more emphasis on Customer perceived value they influence customer retention. The study provides new theoretical insight into factors influencing customer retention. JEL: L20; L22; L63 Article visualizations