Strategic Role of Customer Relationship Management (CRM) Technologies on Leveraging the Competitiveness of Private Universities in Kenya.

Abstract

In the face of intensifying competition, private universities in Kenya are increasingly adopting technology-driven strategies to enhance institutional performance. This study explored the strategic role of Customer Relationship Management (CRM) technologies in boosting institutional competitiveness. It examined the impact of CRM platforms, system interoperability, workflow automation, self-service portals, and CRM-driven data analytics. A cross-sectional descriptive design was employed, targeting 36 private universities. The data was collected from 204 respondents across 17 institutions using structured questionnaires, interviews and focus group discussions. Quantitative data were analyzed using SPSS v30 and AMOS v29, employing Pearson correlation, multiple linear regression, hierarchical regression, and Structural Equation Modeling (SEM). Qualitative data were thematically analyzed. Findings revealed a strong, positive, and statistically significant relationship between CRM technologies and institutional competitiveness (r = .654; β = .278; p = .001), with CRM technologies explaining 58.4% of the variance. Qualitative insights revealed limited integration of CRM platforms with academic systems, underutilization in predictive analytics, and a gap in real-time support functions. The findings underscore the need for institutions to shift CRM technologies from basic administrative tools to strategic enablers of personalization, intelligence, and institutional agility. The study concludes foundational CRM infrastructure and advanced capabilities such as automation, self-service, and analytics are critical to driving competitiveness. It recommends investing in integrated, student-centered CRM systems supported by AI-powered tools, robust data platforms, and staff capacity building. These technologies should be embedded in institutional strategy to enhance service delivery, foster student engagement, and position universities for long-term competitive advantage.