INFLUENCE CUSTOMER ACQUISITION ON ORGANIZATIONAL PERFORMANCE AMONG PRIVATE UNIVERSITIES IN KENYA

Abstract

This study determined the influence customer acquisition on organizational performance of private universities in Kenya. The study was guided by customer relationship management theory. The research used descriptive cross sectional design. The target population was 172 respondents from the targeted private universities in Kenya. Stratified random sampling approach was used to determine the sample of 124 participants. Data was collected using questionnaires. For the determination of reliability, Cronbach alpha was adopted. For the analysis of data, quantitative approaches using Statistical Package for Social Sciences (SPSS version 23.0) was adopted to generate inferential and descriptive statistics results. Upon the analysis of data, data presentation was done by use of frequency tables. The study outcome revealed an existing positive and significant correlation between customer acquisition and organization performance in private universities in Kenya. This proves that, when customer acquisition is enhance, the organization performance in private universities in Kenya also greatly improves. The study therefore recommended that, Universities leadership should start implementing customer acquisition to spearhead positive results. The recommendations were that improved university communication to possible clients and increased attention on customer feedback was critical for institutional success and customer retention. Key Words : Customer Acquisition, Organization Performance, Customer Service CITATION : Kuria, P., Maore, S. K., & Munga, J. (2023). Influence customer acquisition on organizational performance among private universities in Kenya. The Strategic Journal of Business & Change Management, 10 (3), 227 – 235.