IMPACT OF NETWORK QUALITY ON CUSTOMER RETENTION; CASE STUDY OF SELECTED UNIVERSITIES IN KENYA, A CUSTOMER RELATIONSHIP MANAGEMENT APPROACH
Abstract
Purpose: This study aimed to investigate the impact of network quality on customer retention among mobile phone users in Kenya’s public universities, using Customer Relationship Management (CRM) as the primary lens.
Methodology: A descriptive and explanatory research design was adopted. Data were collected through a structured questionnaire distributed to a sample of 222 respondents. Descriptive and inferential statistics, including multiple regression analysis, were employed, with customer satisfaction examined as a potential mediator.
Results: The study revealed that customer satisfaction plays a significant role in predicting customer retention. Further, customer satisfaction was found to partially mediate the relationship between CRM practices and customer retention, emphasizing the importance of customer satisfaction in sustaining customer loyalty.
Conclusion: The study concludes that enhancing customer satisfaction through effective CRM practices is essential for improving customer retention in Kenya’s mobile service sector.
Recommendation: Mobile service providers should prioritize CRM strategies that directly boost customer satisfaction to foster long-term customer loyalty.
Keywords: Network Quality, Customer Retention, Customer Satisfaction, Customer Relationship Management (CRM), Mobile Service
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