Influence of Customer Service Strategies on Organisational Performance among Private Universities in Kenya

Abstract

Organizational performance is the extent to which the firm realizes its goals within a given period of time. Customer service strategies are very important for any organization that would like to improve its organizational performance. Gopal and Aggarwal, (2021). The study aimed at determining the influence customer service strategies on organizational performance of private universities in Kenya. The study was guided by customer service, assimilation and attribution theories. The objectives were establishing influence customer acquisition, service delivery customer retention and customer recovery on organization performance of private universities in Kenya. The research used descriptive cross sectional design. The target population was 172 respondents from the targeted private universities in Kenya. Stratified random sampling approach was used to determine the sample of 124 participants. Data was collected using questionnaires. For the determination of reliability, Cronbach alpha was adopted. For the analysis of data, quantitative approaches using Statistical Package for Social Sciences (SPSS version 23.0) was adopted to generate inferential and descriptive statistics results. Upon the analysis of data, data presentation was done by use of frequency tables. The study outcome revealed an existing positive and significant correlation between customer acquisition, service delivery, Customer Retention and customer recovery and organization performance in private universities in Kenya. This proves that, when customer acquisition, service delivery, customer retention and customer recovery are enhance, the organization performance in private universities in Kenya also greatly improves. The study therefore recommended that, Universities leadership should start implementing customer acquisition, customer retention and service strategies, to spearhead positive results. The recommendations were that improved university communication to possible clients and increased attention on customer feedback was critical for institutional success and customer retention. In addition, institutions should enhance customer recovery strategies to enhance financial performance.