Chrispen MaendeOduor, Consolata Adhiambo2023-08-142023-08-142023http://ir-library.ku.ac.ke/handle/123456789/26841A Research Project Submitted to the School of Business, Economics and Tourism in Partial Fulfilment of the Requirements for the Award of the Degree of Master of Business Administration (Marketing Option) of Kenyatta University, March 2023.Today’s market is hyper-competitive and organisations that will beat the competition need to develop a cutting-edge competitive advantage over their competitors. Companies continue to implement various strategies in their business operations to attain increased customer retention. Managing marketing relationship is not easy as customers tend to switch loyalty due to changing market conditions. Relationship marketing strategies involves attracting, maintaining and retaining valued customers in an organisation. The main objective of the study was to investigate the effect of relationship marketing strategies on customer retention in Postal Corporation of Kenya, Nairobi region, Kenya. The objectives of the study were; to comprehend preferential treatment effects on customer retention, to investigate how rewards to customers affects customer retention, to determine how relationship commitment affects customer retention and lastly to examine how customer orientation affects customer retention in Postal Corporation of Kenya, Nairobi Region,Kenya. The following theories guided the study; commitment-trust theory, transactional cost theory, customer engagement marketing theory and customer service theory. Descriptive research design was used in the study. The study targeted three hundred managers; 100 from sales and marketing department, 70 from customer care department and 130 from operations department. The study used one tenth of the target population for pilot study that is thirty respondents. Content validity of the instrument of study was tested through expert opinion. Cronbach’s alpha reliability experiment was used to evaluate the consistency of the questionnaires, which met a reliability threshold of alpha ≥ 0.70. The study sample size was thirty percent of the total population that is ninety managers. The sampling technique used to identify respondents was simple random. Structured questionnaires were adopted to gather data, questionnaires were dropped and picked later. Data was examined using descriptive analysis and inferential statistics. Analysis of data was through statistical package for social sciences software using multiple regression method. Interpretation and presentation of information was through the use of tables accompanied by summaries of explanation. The study revealed that preferential treatment, customer rewards, relationship commitment and customer orientation had positively influenced customer retention in postal corporation of Kenya, Nairobi region,Kenya. The study concluded that the corporation needs to embrace preferential treatment to esteem customers and develop more strategies of customer rewards to improve the level of customer retention. On relationship commitment and customer orientation, it concluded that the corporation needs to develop ways to enhance the commitment towards the delivery of the services while providing room for customers to be heard and served as a way of improving the relationship leading to improved customer retention. The study recommended that the top management should adopt relationship marketing strategies that aims at improving customer retention while promoting trainings to enhance implementation of the strategies. Survey needs to be done for informed reward strategy to customers and policies makers should bring policies that ensures customers are treated well.enRelationship Marketing StrategiesCustomer RetentionPostal CorporationKenyaNairobi RegionKenyaThesis