Influence of customer relationship management on organizational performance in Bura irrigation scheme, Tana River County, Kenya.

Abstract

The study seeks to determine the influence of customer relationship management on organizational performance in Bura Irrigation Scheme, Tana River County, Kenya. The study adopts a mixed methodology and a descriptive research design was employed. A target population of 102 employees was utilized to determine a sample size of 93 respondents using a stratified random selection technique. Information was gathered through questionnaires. Both closed-ended and open-ended questions were included. Prior to being displayed as tables, the material acquired was analyzed using qualitative and quantitative methods in SPSS 21 version software. Findings revealed that customer relationship management played a pivotal role, with a deep understanding of customer requirements, effective use of feedback, customer involvement in decision-making, and prioritizing service excellence contributing to overall satisfaction. Conclusively, the study recommends continuous skill development, and ongoing board training to optimize organizational performance. Prioritizing customer satisfaction is recommended for fostering a conducive organizational culture at the Bura Irrigation Scheme.