Personalization Strategies and Customer Loyalty among Deposit-Taking SACCOs in Western Kenya

Vivienne Akinyi, Dishon Wanjere and Edwin Jairus Simiyu
Additional contact information
Vivienne Akinyi: MBA Candidate, Department of Business Administration and Management Sciences; Masinde Muliro University of science and Technology – Kenya
Dishon Wanjere: Senior Lecturer, PhD, Department of Business Administration and Management Sciences: Masinde Muliro University of science and Technology – Kenya
Edwin Jairus Simiyu: Senior Lecturer, PhD, Department of Economics; Masinde Muliro University of science and Technology – Kenya

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 9, 225-237

Abstract: Deposit-taking SACCOs in Western Kenya are experiencing intense competition and a declining customer base, underscoring the need for advanced personalization strategies in relationship marketing. This study aimed to evaluate the impact of personalization on customer loyalty among these SACCOs, focusing on Lifetime Value, User Satisfaction, and Conversion Rate Enhancement. Using a 5-point Likert Scale, the study assessed how SACCOs tailored services to individual needs, considering factors such as value achievement and ease of adopting new approaches. The research, grounded in Relationship Commitment, Social Exchange, and Commitment Trust theories, involved 23 SACCOs and 37,137 customers, with data collected from 396 respondents, including a pilot study. Descriptive and correlational research designs were used, and data was analyzed using SPSS with assessments of validity, reliability, and assumptions like normality and linearity. The study achieved an 87.63% response rate, revealing significant correlations (p

Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.rsisinternational.org/journals/ijriss/ ... -issue-9/225-237.pdf (application/pdf)
https://rsisinternational.org/journals/ijriss/arti ... os-in-western-kenya/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bcp:journl:v:8:y:2024:i:9:p:225-237

Access Statistics for this article

International Journal of Research and Innovation in Social Science is currently edited by Dr. Nidhi Malhan

More articles in International Journal of Research and Innovation in Social Science from International Journal of Research and Innovation in Social Science (IJRISS)
Bibliographic data for series maintained by Dr. Pawan Verma ().