INFLUENCE OF CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM ON PERFORMANCE OF DEPOSIT TAKING SACCOS IN NAIROBI COUNTY
Edwin Mwangi Njoroge - Master of Business Administration (MBA), St. Paul’s University, Kenya
Dr. John Muhoho - St. Paul’s University, Kenya
Mary Kibuine - St. Paul’s University, Kenya
ABSTRACT
The management decision on where and when to adopt new technology depends on the benefits associated with acquiring the technology and functional solution that comes together with it to improve organizational competitive advantage. The main objective of this study was to assess the influence of customer relationship management on performance of deposit taking Savings and Credit Co-operative Societies (SACCOs) in Nairobi County. Resource based theory; Technology Acceptance Model, systems theory and the Innovation Diffusion Theory were used in the study. The study adopted descriptive research design. The target population for the study consisted of 190 management and respective supporting staffs from 38 Deposit taking Savings and Credit Co-operative Societies in Nairobi County. The study employed a census where the sample size was 190 respondents, and employed structured questionnaires for data collection. The study used Statistical Package for Social Science and descriptive statistics for analysis of the data collected. Tables and figures were used to present the findings of the study. The findings indicated that Customer Relation Management system equipped staffs with skills and knowledge that boosted the growth of the firm, and that Customer Relation Management system has enabled the organization to come up with incentives that increase customer loyalty, facilitated for member grouping and thus development of customer driven products and services relevant to their profiles. The study concluded that Customer Relation Management system equipped the staff with skills and knowledge that boosted the growth of the firm, Customer Relation Management system has helped the organization to come up with incentives that increase customer loyalty, Customer Relation Management system had helped the organization in implementation of best use of technology to serve customers effectively, their Customer Relation Management system had helped in customer’s retention. The study recommends that an organizations Customer Relation Management system should be employee friendly and in line with the organization objectives. Organization should also invest and implement the latest technology as it goes hand in hand with Customer Relation Management system implemented. The organization should also have laid down policies to management and control Customer Relation Management system.
