A customer is the sole king in business. Indeed
customers play a significant role in the
success of any organization. The performance
of some Kenyan banks is wanting and lags
behind other banks in the region. The aim of
the study was to study the effect of market
research on organizational performance
among commercial banks in Eldoret town
Kenya. The study adopted a descriptive
survey research design. The population used
in this research comprised all commercial
banks in Eldoret town Uasin Gishu County.
The target group was the branch managers, customer service employees and marketing employees totaling to 1285
employees. The researcher used purposive sampling technique and simple random sampling to select the participants.
The sample size of this research was calculated which came to 157 participants. The researcher used questionnaire
as the main research instrument. The data collected was adopted and coded for completeness and accuracy of
information at the end of every field data collection day and before storage. Descriptive and inferential statistics were
used to analyze data. The results that market research has a positive and significant effect on organizational
performance (?= 0.363; p<0.05). The study recommended that in order to successfully implement customer
satisfaction practices market research is necessary as it help to improve organization performance. The study will
provide an insight to the management when making organizational decisions regarding performance.
Real Time Impact Factor:
Pending
Author Name: Lydia Muriuki
URL: View PDF
Keywords: Customer, Market Research, Organizational Performance, Commercial Banks
ISSN: 2664-049x
EISSN:
EOI/DOI:
Add Citation
Views: 1