Faculty of Business and Economics

Permanent URI for this collectionhttps://repository.tmu.ac.ke/handle/123456789/170

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Author: search.filters.author.Jessica Atieno OokoStart date: 2020

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    The Relationship between Relationship Marketing and Brand Loyalty in Mobile Telecom Service Providers: Case of Nairobi County, Kenya
    (Stratford Peer Reviewed Journals and Book Publishing, 2023-09) Jessica Atieno Ooko; Dr. Fredrick O. Aila; Dr. Alphonce J. Odondo
    Relationship marketing remains a major predictor of brand loyalty in the telecommunication industry. Regardless of this, mobile telecommunication firms in Kenya are yet to achieve required brand loyalty levels. This is evident given high levels of switching freedom and churn rate levels which rose from 21.20% to 31.45% in Safaricom, while in Airtel, this rose from 4.9% to 6.0% in 2021. The main purpose of this study was to investigate the effect of relationship marketing on brand loyalty in mobile telecommunication service providers in Kenya. The study was hinged relationship marketing theory and descriptive research design. Target population was 124,849 subscribers drawn from four telecoms; Safaricom, Airtel, Telecom and Equitel. Stratified sampling technique was used to select a representative sample of 443 respondents. The primary data for the study was collected using a closed ended survey instrument. The study adopted Cronbach’s metrics of alpha to determine the internal consistency of the instrument while its validity was assessed by supervisors. Quantitative data was analyzed using both descriptive statistics (frequencies, percentages, means, standard deviation) and inferential statistics (Correlation and Regression). The findings indicated that there is a positive and significant relationship between relationship marketing and brand loyalty, where relationship marketing explained 60.1% of the variance in mobile telecommunication service providers brand loyalty. The study concludes that relationship marketing has a significant effect on brand loyalty. The telecos management should put more effort on human interactions and activities, enhanced Collaborative Perspective, aligned and empowerment employee and value co-creation behaviors in order to advance relationship marketing
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    Relationship between Customer Satisfaction and Brand Loyalty
    (THE INTERNATIONAL JOURNAL OF BUSINESS & MANAGEMENT, 2023-09) Jessica Atieno Ooko; Dr. Fredrick Onyango Aila; Dr. Alphonse Juma Odondo
    Globally, customer satisfaction remains a major predictor of brand loyalty and customer satisfaction in the telecommunication industry. Regardless of this, mobile telecommunication firms in Kenya are yet to achieve the required brand loyalty levels. This is evident given the high levels of switching freedom and churn rate levels, which rose from 21.20% to 31.45% in Safaricom, while in Airtel, this rose from 4.9% to 6.0% in 2021. Studies on the relationship between customer satisfaction and brand loyalty revealed both positive and negative results. The main purpose of this study was to assess the relationship between customer satisfaction and brand loyalty. The study hinged on the theory of planned behaviour. The research used descriptive research design. The target population was 124,849 subscribers drawn from four telecoms: Safaricom, Airtel, Telecom and Equitel. The stratified sampling technique was used to select a representative sample of 443 respondents. The primary data for the study was collected using a closed-ended survey instrument. Quantitative data was analyzed using both descriptive statistics (frequencies, percentages, means, standard deviation) and inferential statistics (Correlation and Regression). The findings indicated that there is a positive and significant relationship between customer satisfaction and brand loyalty, where customer satisfaction explained 50.9% of the variance in mobile telecommunication service providers' brand loyalty. The study concludes that customer satisfaction has a significant effect on brand loyalty. The study recommended that the telecom management should put more effort into service promptness, responsiveness, staff courtesy and customer understanding to enhance brand loyalty in their companies.
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    The Relationship between Relationship Marketing and Brand Loyalty in Mobile Telecom Service Providers: Case of Nairobi County, Kenya
    (Stratford Peer Reviewed Journals and Book Publishing, 2023-09-15) Jessica Atieno Ooko; Dr. Fredrick O. Aila; Dr. Alphonce J. Odondo
    Relationship marketing remains a major predictor of brand loyalty in the telecommunication industry. Regardless of this, mobile telecommunication firms in Kenya are yet to achieve required brand loyalty levels. This is evident given high levels of switching freedom and churn rate levels which rose from 21.20% to 31.45% in Safaricom, while in Airtel, this rose from 4.9% to 6.0% in 2021. The main purpose of this study was to investigate the effect of relationship marketing on brand loyalty in mobile telecommunication service providers in Kenya. The study was hinged relationship marketing theory and descriptive research design. Target population was 124,849 subscribers drawn from four telecoms; Safaricom, Airtel, Telecom and Equitel. Stratified sampling technique was used to select a representative sample of 443 respondents. The primary data for the study was collected using a closed ended survey instrument. The study adopted Cronbach’s metrics of alpha to determine the internal consistency of the strument while its validity was assessed by supervisors. Quantitative data was analyzed using both descriptive statistics (frequencies, percentages, means, standard deviation) and inferential statistics (Correlation and Regression). The findings indicated that there is a positive and significant relationship between relationship marketing and brand loyalty, where relationship marketing explained 60.1% of the variance in mobile telecommunication service providers brand loyalty. The study concludes that relationship marketing has a significant effect on brand loyalty. The telecos management should put more effort on human interactions and activities, enhanced Collaborative Perspective, aligned and empowerment employee and value co-creation behaviors in order to advance relationship marketing