Customer Relationship Management Practices: Customer Satisfaction & Retention

Description

Marketing is all about creating value and Building profitable customer relationships. This book vividly explores and explains the mediating effect of customer satisfaction on the relationship between customer relationship management practices and Customer retention and it has been empirically examined in this book. There is support provided in this book for the Hypotheses linking CRM practices, customer satisfaction and customer Retention. Customer relationship management practices in today’s business makes sense by understanding how the relationships are executed in practice and how this type of marketing take effect by influencing long-term relationship building and customer loyalty. The book focuses on CRM practices which are integral part in building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. The key to building lasting customer relationship is through the creation of superior customer value and satisfaction. The book explains how companies develop a comprehensive picture of customer needs, expectations and behaviours and managing those factors that affect business performance. The book will have important implications for both academic marketing literature and practice. The managers will also find some useful implications that are relevant and can be applied in designing an appropriate CRM Practices for their customers. The book concludes that; the quality of a service is subjectively perceived by customers during the interactions with service providers which has critical impact on customers’ evaluation of service quality. Customer satisfaction was found to have a direct relationship with customer retention.

Dr. Kennedy Ntabo Otiso, PhD holds a Doctor of Philosophy in Business Management (Marketing Option), and a Master of Business Management (Marketing Option) degree from Moi University. He has a bachelor’s degree in Business Administration (Marketing Option-Cum Laude) from the University of Eastern Africa, Baraton. He has considerable academic experience of over 10 years serving in different capacities in various institutions of higher learning in Kenya. Notably he has served at Kibabii University as lecturer as well as a Founding Chairman of the Department of Business administration and Management, Lecturer at the University of Eldoret, Aassistant Lecturer at the University of Eastern Africa, Baraton and Chief Principal at Elgonview College, Eldoret. Dr. Kennedy Ntabo Otiso currently serves as a Senior Lecturer and Head of the Department of Business Administration/Management Science in the School of Business at Koitaleel Samoei University College. He has published widely scholarly works; academic books as well as has reviewed peer academic journals and actively attended several international conferences. He has supervised and examined many postgraduate students from various universities in Kenya. He has also served as a Board Member of Consolidated Bank of Kenya as well the Chairman, Board of Management, Ntana High School in Nyamira County, and is currently serving as a Board Member of Kebabe Girls High School. Dr. Otiso is a trained professional marketer as well as a member of the Marketing Society of Kenya, Utafiti Foundation and the Institute of Internal Auditors .