Customer Relationship Management Strategies And Retention Among Commercial Banks In Nakuru Town, Kenya

Abstract Banks can attract customers on a daily basis. However, they have not been able to retain most of their customers as noted by the high numbers of reduced customers. This study sought to assess the customer relationship strategies applied by commercial banks in Nakuru Town and their impact on customer retention. The objectives of the study were: to assess the electronic banking, personalized selling, media advertisements and social customer relations on their effectiveness in customer retention. The target population for the study was 66 customer relationship officers and managers from…