Effects of Relational Marketing Strategies on Marketing Performance of the Retail Banking Segment in Kenya

Abstract

Background: The banking industry plays a vital role in driving global economic transformation; however, its marketing performance has faced challenges due to inadequate diversification strategies, evolving customer and market dynamics, rapid technological advancements, and unforeseen global shocks. Events such as the 2008– 2009 financial crisis and the Covid-19 pandemic severely disrupted marketing activities, causing significant declines in the performance of retail banking segment. In this context, relational marketing strategies have emerged as essential tools for revitalizing marketing performance. The current study sought to determine the effect of relational marketing strategies on the marketing performance of retail banking segment. Anchored in the commitment trust theory, the study focused on 40 commercial banks within Nairobi City County, targeting a sample of 200 employees. Materials and Method: Data collection was conducted through structured questionnaires, with a pilot study administered to 10% of the sample to ensure reliability and validity. Statistical analysis was performed using SPSS, including diagnostic and hypothesis testing, with a 5% significance threshold (p < 0.05). Results: The regression finding revealed that relational marketing strategies had a significant association with performance of retail banking segment. Likewise, relational marketing strategies regression coefficient was found to be statistically significant on performance of retail banking segment (r2=.333). The study established that relational marketing strategies significantly influenced marketing performance of retail banks in Kenya. Conclusion: the study suggest that banks should embed ethical principles and transparency into marketing strategies, banks can differentiate themselves in a competitive market, foster stronger connections with customers, and enhance overall marketing performance.