Influence of Customer Relations Strategies on Performance of SACCOs in Kiambu County

Muiruri Martha Njeri, Jane Munga and James Mbebe
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Muiruri Martha Njeri: School of Business and Economics, Kenya Methodist University
Jane Munga: School of Business and Economics, Kenya Methodist University
James Mbebe: School of Business and Economics, Kenya Methodist University

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 2, 1756-1763

Abstract: Customer relationship management creates a good rapport between the organization and its customers thus enabling an organization to sustain a competitive edge in the market. Despite the importance of customer relationship management, many firms have not yet taken the full advantage that comes with managing customers effectively. This paper sought to examine the influence of customer relations strategies on the performance of SACCOs in Kiambu County. The study applied a descriptive research design. The study applied the Taro Yamane formula to come up with a sample of 250 participants. The population for the study was 250 employees of SACCOs in Kiambu County. Stratified random sampling was applied in addition to the Taro Yamane formula to come up with a sample size of 154 respondents. The study gathered data through questionnaires which were administered both physically and online. Data collected was analyzed through both descriptive and inferential analysis. Results revealed a β of 0.513 and a p-value of 0.001, between customers’ relations strategy and the performance of SACCOs. The study concluded that customer relations strategy had a positive and significant influence on the performance of SACCOs in Kiambu County. The study recommends building strong relationships with members which fosters trust, loyalty, and satisfaction, ultimately leading to increased financial stability and growth. Additionally, the study recommended that SACCOs should implement personalized communication channels, provide financial education programs, leverage technology for efficient service delivery, and continuously seek feedback to adapt strategies to members’ evolving needs. Lastly, the study recommends that SACCOs should implement robust member feedback mechanisms and actively incorporate member suggestions into decision-making processes.

Date: 2024
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