Influence of Customer Relationship on Performance of Manufacturing Firms in Kenya (Published)
The study sought to determine the influence customer relationship practices on organizational performance in the manufacturing firms in Kenya. The target population for the study was the senior staff in supply chain, operations and finance or equivalent managers in the 563 manufacturing organizations listed by Kenya Association of Manufacturers (KAM). The sampling technique was stratified random sampling in based on the 14 sectors as identified by KAM. The study sampled 312 respondents from 104 firms. The study found a positive significant relationship between customer relationship and performance of manufacturing firms in Kenya. Among the aspects of customer relationship that contributed highly to performance of manufacturing firms included exchange of information with customers, ensuring product visibility within the market and incorporating the views of customers in production process. The study recommended the adoption of customer relationship management practices as a way of improving and sustaining performance of organizations.
Keywords: Customer relationship, KAM, Manufacturing, Performance, Supply Chain