Marketing Mix And Customer Loyalty In Commercial Banks In Kericho County, Kenya

Banking sector have had high competition in Kenya due to large number of commercial banks and rising increase of Micro Finance Institution as well as Saving and Credit Cooperative Societies. Customer loyalty is inevitable and each bank straggles to outdo each other in getting the greatest customer numbers leading to them investing in different marketing strategies. The study sought to investigate the effect of marketing mix on customer loyalty in commercial banks in Kericho County, Kenya. The specific objectives of the study included the following: to investigate the effect of Products on cust…