CUSTOMER INTIMACY STRATEGY AND ITS IMPACTS ON THE PERFORMANCE OF MOBILE SERVICE PROVIDERS IN KENYA’S TELECOMMUNICATION INDUSTRY

David Muganda Asena, Prof. Margaret Oloko

Abstract


This article assessed the impact of customer intimacy strategy on performance of mobile service providers in Kenya’s telecommunication industry. The study employed descriptive survey research design, targeting three major mobile service providers (Safaricom PLC, Airtel Kenya Network and Telekom Kenya Limited). The research utilized a census approach to collect primary data through a structured questionnaire and interview guide from managers in the strategy, marketing/business development and operations departments. Qualitative data was analyzed using thematic approach to obtain substantial data from interview while quantitative data was analyzed using descriptive statistics (frequencies, mean and standard deviation) and inferential statistics (correlation and regression) with the aid of STATA statistical software.  The study findings reveal that customer intimacy had a positive and statistically significant impact on the performance of mobile service providers in Kenya. The study recommends that the industry stakeholders and policy makers should invest in customer analysis tools to continuously develop innovative, customized value propositions. They should also emphasize on delivering seamless and personalized experiences across all customer touchpoints to enhance customer loyalty, improve retention and ensure long-term success in the dynamic and competitive Kenya’s telecommunication industry

 

Keywords: Customer Intimacy, Performance, Mobile Service Providers, Telecommunication Industry 


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