Human element of service delivery and customer retention: the case of a selected service enterprise in Kenya

Abstract

Shoe shine enterprises find it difficult to envision and understand what aspect connote high quality to consumers, and the levels of the aspects that are required to deliver high quality service. However retention as an outcome of shoe shine entrepreneur‟s way of delivering service as a key in explaining customer retention is little known. This study examined the influence of human element of service delivery on customer retention in Eldoret town, Kenya. The study was based on a survey of 230 customers of shoe shine enterprises selected randomly. The main data collection instruments were questionnaires. Data was analysed using descriptive and inferential statistics. The findings indicated that customers consider human element of service delivery as a critical indicator of their perception of quality. In conclusion, the study reveals that human element of service delivery influenced customer retention. Equally, the findings show that shoe shine entrepreneurs need to improve on their social responsibility practices. Basing on the conclusion of this study, firstly, it is recommended that shoe shine entrepreneurs should handle their customer with empathy and be reliable while providing their services. Lastly, human element of service delivery should be included into relevant training for service enterprises to enhance customer retention.