CUSTOMER LOYALTY PRACTICE AND MARKETING PERFORMANCE OF COMMERCIAL BANKS IN KENYA

Abstract

Abstract: Commercial banks in Kenya “are experiencing unprecedented challenges such as escalating competition from industry players as well as companies offering banking services such as Fintechs, telecommunication players among others. These challenges coupled with increasing customer demands and technological advancements have resulted in commercial banks losing potential business opportunities due to customers switching from banks to alternative service providers.” The study sought to evaluate the relationship between customer loyalty practice and marketing performance The study adopted correlational research design and pragmatism research philosophy. “The study targeted all the 38 commercial banks in Kenya where 152 respondents who were; bank relationship managers, marketing managers, treasury officer and customer service managers were targeted to respond to the study. Census sampling techniques was used since the target population was small. The study used primary data which was collected using structured questionnaires and was administered through drop and pick later. Data analysis was done using both descriptive and inferential statistics as per the study objectives with the aid of SPSS version 27 software. Data was presented using figures, graphs and tables. The study findings revealed that commercial bank practice customer loyalty and that they understand their customer’s needs and wants in paying key attention to price, promotion, service and products; customers recognize their products and services based on past buying experience and attitude but their dissatisfied customers complained to banks competitor. The findings also showed that customers experience the same quality of banking service through bank retailers. The study recommendations that commercial banks should direct their marketing efforts toward satisfying current customers to retain them and foster long-term relationships. They also need to continuously improve on customer services offered through enhancements of services and products offered by bank retailers guided by market demand. By consistently analyzing customer feedback on product usage, banks should redesign their services and products to suit dynamic customer requirements. Keywords: Customer Relationship Management Practices, Customer loyalty Practice, Marketing performance. Title: CUSTOMER LOYALTY PRACTICE AND MARKETING PERFORMANCE OF COMMERCIAL BANKS IN KENYA Author: Philip Kipngetich Ngeno, Dr. James Mbugua, Dr. Lydia Langat International Journal of Recent Research in Commerce Economics and Management (IJRRCEM) ISSN 2349-7807 Vol. 12, Issue 3, July 2025 - September 2025 Page No: 8-14 Paper Publications Website: www.paperpublications.org Published Date: 09-August-2025 DOI: https://doi.org/10.5281/zenodo.16785771 Paper Download Link (Source) https://www.paperpublications.org/upload/book/CUSTOMER%20LOYALTY%20PRACTICE-09082025-4.pdf