Strategic Role of CRM Service Delivery Management in Enhancing Competitiveness of Private Universities in Kenya

Abstract

This study evaluated the strategic role of Customer Relationship Management (CRM) service delivery management in enhancing the competitiveness of private universities in Kenya. Specifically, it examined the effects of administrative responsiveness, communication, customer service management, student support management, and complaint handling on institutional competitiveness. The study was anchored on CRM Theory, Relationship Marketing Theory, and the SERVQUAL model. A mixed methods approach using a convergent parallel design was adopted, integrating quantitative and qualitative data. The target population comprised 36 private universities, with a sample of 204 respondents drawn from 17 institutions using stratified and purposive sampling techniques. Data were collected through questionnaires, interviews, and focus group discussions. Quantitative data were analysed using descriptive and inferential statistics, while qualitative data were analysed thematically. The findings revealed that all CRM service delivery dimensions significantly influence competitiveness, jointly explaining 60 per cent of the variance. Thematic analysis revealed that communication and access to career services emerged as the most influential factors. The study concludes that CRM service delivery management is a critical strategic driver of competitiveness in private universities, supported by institutional alignment, resource readiness, and staff commitment. It affirms the applicability of CRM Theory, SERVQUAL, and Relationship Marketing Theory in the higher education context. The study recommends adopting integrated, student-centred CRM systems, supported by technological interoperability, to enhance service quality, stakeholder engagement, and long-term institutional competitiveness.