CUSTOMER SATISFACTION PRACTICE AND MARKETING PERFORMANCE OF COMMERCIAL BANKS IN KENYA

Commercial banks are customer centric with seamless interaction with customers at all functional levels who are organized into different segments based on their distinct needs as guided by customer organizational culture, coordination of functions, policies, structures and systems for quality service delivery as well as continuous innovation by rewarding loyal customers. Customer satisfaction plays a vital role in determining organizational success. The study sought to examine the relationship between customer satisfaction practice and marketing performance of commercial banks in Kenya. The study adopted correlational research design and pragmatism research philosophy. The study targeted all the 38 commercial banks in Kenya where 152 respondents who were; bank relationship managers, marketing managers, treasury officer and customer service managers were targeted to respond to the study. Census sampling techniques was used since the target population was small. The study used primary data which was collected using structured questionnaires and was administered through drop and pick later. Data was presented using figures, graphs and tables. The study found that commercial banks in Kenya practice customer satisfaction and that they had aligned their business strategy, organizational culture, managerial support and expectations with appropriate software so as to meet the needs and circumstances of customers; their business processes are organized around customer satisfaction processes and functions where employees had been trained and are committed to excellent customer service. The study recommends that commercial banks should organize their business processes around customer satisfaction processes and functions and train their employees to commit to excellent customer service. They need to enhance their customer organizational culture, coordination of functions, policies; structures and systems for better customer satisfaction as well as inculcate the culture of products innovations. They need to continuously learn their changing customer taste and preference through market needs assessment as well as build, develop and maintain strong and long-lasting relationship with all customers. Keywords: Customer Relationship Management Practices, Customer Satisfaction Practice, Marketing performance