INFLUENCE CUSTOMER ACQUISITION ON ORGANIZATIONAL PERFORMANCE AMONG PRIVATE UNIVERSITIES IN KENYA

PURITY KURIA, JANE WANJIRU MUNGA, STEPHEN K. MAORE, PhD
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Abstract

This study determined the influence customer acquisition on organizational performance of private universities in Kenya. The study was guided by customer relationship management theory. 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 and organization performance in private universities in Kenya. This proves that, when customer acquisition is enhance, the organization performance in private universities in Kenya also greatly improves. The study therefore recommended that, Universities leadership should start implementing customer acquisition 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. Key Words : Customer Acquisition, Organization Performance, Customer Service CITATION : Kuria, P., Maore, S. K., & Munga, J. (2023). Influence customer acquisition on organizational performance among private universities in Kenya. The Strategic Journal of Business & Change Management, 10 (3), 227 – 235.
肯尼亚私立大学客户获取对组织绩效的影响
本研究确定了客户获取对肯尼亚私立大学组织绩效的影响。本研究以客户关系管理理论为指导。本研究采用描述性横断面设计。目标人群是来自肯尼亚目标私立大学的172名受访者。采用分层随机抽样的方法确定124名参与者的样本。通过问卷调查收集数据。信度的测定采用Cronbach alpha。对于数据的分析,采用定量方法,使用社会科学统计软件包(SPSS version 23.0)生成推理和描述性统计结果。在对数据进行分析的基础上,采用频率表进行数据表示。研究结果揭示了肯尼亚私立大学客户获取与组织绩效之间存在着显著的正相关关系。这证明,当客户获取得到加强时,肯尼亚私立大学的组织绩效也大大提高。因此,该研究建议,大学领导层应该开始实施客户获取,以取得积极成果。这些建议是,改善大学与潜在客户的沟通,增加对客户反馈的关注,对机构的成功和客户的保留至关重要。关键词:客户获取,组织绩效,客户服务引文:Kuria, P., Maore, s.k., &;Munga, J.(2023)。肯尼亚私立大学客户获取对组织绩效的影响商业战略杂志;变革管理,10(3),227 - 235。
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