The Influence of Customer Relationship Management on Firm Performance: A Case of Law Firms in Nairobi County, Kenya
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Date
2017-06
Authors
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Publisher
Daystar University, School of Business and Economics
Abstract
The aim of the study was to determine the influence of Customer Relationship Management (CRM) on the performance of law firms in Nairobi, Kenya. Descriptive research design was used. The population was all the 972 law firms based in Nairobi as listed in the Yellow Pages Kenya online directory. A sample size of 97 law firms was used. Cluster sampling technique was applied. For the purpose of this study, the sample was drawn from law firms clustered within Nairobi’s Central Business District. Simple random sampling technique was then used to draw the final sample. Primary data was collected using a structured questionnaire. The data analysis techniques applied include descriptive statistics and correlation analysis. The findings which were analyzed using Statistical Package for the Social Sciences (SPSS) version 20 showed that 90.3% of the law firms had a dedicated customer relationship management team tasked with leading all relationship management functions in the organization. A positive and significant relationship was found between CRM strategies and market share, customer retention, customer satisfaction, profit margins and revenues. Similarly, firm performance was positively and significantly correlated to customer profiling, loyalty programs, feedback loop, cross-functional collaboration and synchronized processes. It was also found that firm performance was positively and significantly related to user-friendly interface, real-time tracking of customer complaints and database system. It was concluded that law firms in Nairobi adopted a range of CRM strategies to enhance firm performance. CRM strategy processes and technologies all had a significant positive influence on performance. Law firms should therefore undertake continual review and improvement of their CRM
strategies.
Description
MASTER OF BUSINESS ADMINISTRATION in Strategic Management
Keywords
influence of Customer Relationship Management (CRM), performance of law firms, CRM strategy processes and technologies
Citation
Kiarie, W. (2017). The Influence of Customer Relationship Management on Firm Performance: A Case of Law Firms in Nairobi County, Kenya. Daystar University, School of Business and Economics