Thesis:

An analysis of customer centric strategies on the performance of manufacturing firms in Kajiado central sub county

In the highly competitive, turbulent and dynamic manufacturing business environment, the importance of customer centricity cannot be overemphasized. Achieving great customer experiences, loyalty and retention is integral to gaining a competitive advantage and enhancing firm performance. The purpose of this study is to analyse the effects of customer centric strategies on the performance of manufacturing firms in Kajiado Central Sub County. The study’s objectives were to evaluate the effect of interactive customer relationship management, internal integration, customer segmentation, and external integration on the performance of manufacturing firms in Kajiado Central Sub County. The study was guided by the dissonance theory and the Kano model. A descriptive research design was employed. The target population were 16 manufacturing firms in Kajiado Central Sub County. The study targeted 1903 employees, out of which 330 were selected through stratified sampling and simple random sampling. Data was collected through questionnaires, and interviews were conducted with the sales and marketing managers of the firms. Quantitative data employed correlation and regression analysis, while qualitative data was thematically analysed. Results were presented in tables and graphs. Findings indicated that interactive customer relationship management significantly and positively affect performance of manufacturing firms in Kajiado Central Sub County. Internal integration had a positive and insignificant influence on performance of manufacturing firms in Kajiado Central Sub County. Findings indicated that customer segmentation positively and significantly affected performance of manufacturing firms in Kajiado Central Sub County. Results revealed a positive and significant effect of external integration on performance of manufacturing firms in Kajiado Central Sub County. The study concludes that Customer relationship management software streamlines interactions. Employee training, loyalty programs, discounts, and product updates enhance customer relationships. Tailoring products and services to specific needs enhances customer centricity, personalized marketing, and effective resource allocation. External integration enhances customer centricity, improves product quality and innovation, anticipates market trends, and adapts to customer preferences. The study recommends that manufacturing firms should prioritize customer intelligence surveys to gather insights into customer needs and preferences, helping to align strategies and improve satisfaction. Manufacturing firms should focus on improving internal integration to enhance customer centricity. Manufacturing firms should strengthen supplier integration by promotion of strong links between customer integration and operations.