RELATIONSHIP MARKETING EFFECTS ON SALES PERFORMANCE IN THE KENYAN TELECOMMUNICATION SECTOR.

WANGECHI JAMES WAMBUGU

Abstract


The study’s main aim was to establish how relationship marketing affects sales performance in Kenya’s Telecommunication industry. It specifically sought to establish how interactive communication affects sales performance in the telecommunication industry and to examine the influence of customer experience on sales performance in the telecommunication industry. It used the cross-sectional survey. The study sampled a total of 80 respondents through stratified and random sampling from the three categories of telecommunication firms. The sample was equal to 20% of the entire population. The study used both secondary data from the firms published financial reports and websites and primary data collected using questionnaire. Regression analysis used to establish the relationship between the study variables. The study found that interactive communication influences RM on sales performance in the Kenyan telecommunication sector. The study revealed that established that customer experience influences RM on sales performance in the Kenyan telecommunication sector. The study established that sales performance influences RM on in the Kenyan telecommunication sector. The management recommended the establishment of an interactive communication between the customer and the company itself which will in turn help in being effective in achieving final purchase. The management also recommended that the company use integrated marketing communication approach, which will in turn help to alleviate miscommunication and confusion. Telecom companies in Kenya should ensure that customers’ satisfaction is met at any given time to maintain their customer base.  The study recommended that the management the establishment of an interactive communication between the customer and the company itself which will in turn help in being effective in achieving final purchase. The study recommended that the company use integrated marketing communication approach, which will in turn help to alleviate miscommunication and confusion.  Telecom companies in Kenya should ensure that customers’ satisfaction is met at any given time to maintain their customer base. The management should encourage retention of customers and increase profitability of the organization, Telecommunication companies should ensure that they respond to customer need swiftly


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