Strategic Role of CRM Collaboration Networks in Leveraging the Competitiveness of Private Universities in Kenya

Abstract

The study examined the strategic role of Customer Relationship Management collaboration networks (CCRM) in enhancing the competitiveness of private universities in Kenya. It specifically assessed the influence of internal departmental collaboration, interdepartmental collaboration, alumni relations, strategic partnerships, and external stakeholder collaboration on institutional competitiveness. The study was guided by CRM Theory, Relationship Marketing Theory, and the SERVQUAL model, and adopted a cross-sectional descriptive design targeting 36 private universities. A sample of 204 respondents from 17 institutions, including university administrators, staff, and student leaders, was selected using stratified, purposive, and convenience sampling. Using questionnaires, interviews, and focus group discussions, data were collected and analysed using a combination of quantitative and qualitative methods. The results demonstrated a meaningful positive association between CRM collaboration networks and university competitiveness. Internal departmental collaboration, alumni relations, and external collaborations were found to significantly enhance competitiveness, collectively explaining 43.5 per cent of the variance. However, interdepartmental collaboration and strategic partnerships showed limited statistical influence, indicating weak integration of CRM systems across institutional units and external networks. Qualitative findings supported these results, highlighting strong internal coordination but weak cross-departmental integration and underdeveloped alumni and partnership engagement structures. The study concludes that CCRM is a key strategic driver of competitiveness in private universities, with greater impact achieved through well-coordinated internal systems and strengthened external stakeholder engagement. It recommends the adoption of an integrated CRM strategy that enhances cross-functional collaboration and expands external engagement to fully leverage institutional competitiveness in higher education.