Effects of Customer Relationship Management on Customer Retention in Mobile Telecommunication: A Case of Airtel Kenya in Nairobi City County

Abstract

In Kenya mobile network providers are currently experiencing stiff competition and each firm is struggling to retain their customers. Customer relationship management especially customer retention has become an alternative means for organizations to build strong, ongoing associations with their customers. This study sought to determine the effects of customer relationship management on customer retention in Airtel mobile company in Kenya. The aspects of CRM that were examined include, the effect of customer recognition practices and technological systems on customer retention in Airtel mobile company. The study adopted a descriptive survey design. Questionnaires were used to collect the data from 281 respondents. Descriptive and content analysis techniques were used to analyze the data. The study revealed that Airtel mobile company has not embraced any of the customer recognition practices that were examined. Moreover, Airtel has embraced technology to retain customers. It has an effective IT department to compute customer data, it has also improved its network coverage and internet coverage and network is strong compared with that of their competitors in the mobile market. The study recommended the need to increase focus in customer recognition practices in order to enhance relationship between the company and its customers. Keywords: Customer Relationship Management, recognition practices, technological systems and customer retention. 1