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Personalization Strategies and Customer Loyalty among Deposit-Taking SACCOs in Western Kenya

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  • Vivienne Akinyi

    (MBA Candidate, Department of Business Administration and Management Sciences; Masinde Muliro University of science and Technology – Kenya)

  • Dishon Wanjere

    (Senior Lecturer, PhD, Department of Business Administration and Management Sciences: Masinde Muliro University of science and Technology – Kenya)

  • Edwin Jairus Simiyu

    (Senior Lecturer, PhD, Department of Economics; Masinde Muliro University of science and Technology – Kenya)

Abstract

Deposit-taking SACCOs in Western Kenya are experiencing intense competition and a declining customer base, underscoring the need for advanced personalization strategies in relationship marketing. This study aimed to evaluate the impact of personalization on customer loyalty among these SACCOs, focusing on Lifetime Value, User Satisfaction, and Conversion Rate Enhancement. Using a 5-point Likert Scale, the study assessed how SACCOs tailored services to individual needs, considering factors such as value achievement and ease of adopting new approaches. The research, grounded in Relationship Commitment, Social Exchange, and Commitment Trust theories, involved 23 SACCOs and 37,137 customers, with data collected from 396 respondents, including a pilot study. Descriptive and correlational research designs were used, and data was analyzed using SPSS with assessments of validity, reliability, and assumptions like normality and linearity. The study achieved an 87.63% response rate, revealing significant correlations (p

Suggested Citation

  • Vivienne Akinyi & Dishon Wanjere & Edwin Jairus Simiyu, 2024. "Personalization Strategies and Customer Loyalty among Deposit-Taking SACCOs in Western Kenya," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(9), pages 225-237, September.
    • Handle: RePEc:bcp:journl:v:8:y:2024:i:9:p:225-237
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    References listed on IDEAS

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    1. Lim, Joon Soo & Zhang, Jun, 2022. "Adoption of AI-driven personalization in digital news platforms: An integrative model of technology acceptance and perceived contingency," Technology in Society, Elsevier, vol. 69(C).
    2. Mokgadi Cleopatra Taoana & Emmanuel Silva Quaye & Russell Abratt, 2022. "Antecedents of brand loyalty in South African retail banking," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(2), pages 65-80, June.
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