Publication: Influence of Customer Intimacy Strategy on Organisations’ Competitiveness in Tier III Category of Commercial Banks in Kenya
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2024-04-18
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Eastern African Journal of Humanities and Social Sciences
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Abstract
This study investigates how customer intimacy strategies influence
the competitiveness of tier-III commercial banks in Kenya. Utilising
a pragmatic research philosophy, it employs a mixed-methods
approach and a descriptive cross-sectional design. Data were
collected from middle and senior management across 21 tier III
commercial banks, with a sample size of 288 respondents determined
using Yamane's formula. Proportionate stratified random sampling
ensured representativeness based on management staff functions.
Regression analysis revealed a strong positive correlation (R = 0.822)
between the Customer Intimacy Strategy and Organisational
Competitiveness, explaining 67.5% of the variability. ANOVA results
were highly significant (F (1, 238) = 494.589, p < .001), indicating the
superiority of the regression model. The strategy showed individual
significance with a t-statistic of 22.239 (p < .001) and a standardised
beta coefficient of 0.822. Despite limitations, such as the focus on
Kenyan tier III banks and potential response bias, the study provides
actionable insights for banking sector decision-makers, emphasising
the importance of prioritising customer intimacy for sustainable
competitive advantages.