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Browsing BCOM Research Projects by Author "Mwangi, V. G."

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    Effect of customer experience on brand loyalty among Millennials and Gen Z consumers: the case of technology and electronics consumer goods in Nairobi County
    (Strathmore University, 2025) Mwangi, V. G.
    This study explores the effect of customer experience on brand loyalty among Millennials and Gen Z consumers in Nairobi County's technology and electronics sector. The independent variable of the study is customer experience, while the dependent variable is brand loyalty. It investigates how variables such as customer service delivery, customer touchpoints, personalisation, and the overall customer journey influence brand loyalty, framed within the customer satisfaction and brand relationships are shaped by expectation fulfilment and perceived benefits versus costs. A quantitative research design was adopted to capture insights from a target population of 2,390,508 Millennials and Gen Z individuals in Nairobi County. Using the Yamane formula, a sample size of 400 participants was selected. Primary data was collected via structured questionnaires distributed through digital platforms. The analysis employed descriptive statistics, correlation, and multiple regression to evaluate the relationships between customer experience dimensions and brand loyalty. Findings reveal strong positive correlations between personalisation, customer service delivery, and brand loyalty, with personalization emerging as the most influential factor. The study provides original value by addressing a gap in understanding the dynamics of customer experience and brand loyalty among young Kenyan consumers in the technology and electronics sector. Key insights include the importance of efficient service delivery, responsive touchpoints, and personalised experiences in cultivating brand loyalty. The results offer actionable recommendations for businesses to enhance customer experiences and for policymakers to improve consumer protection frameworks. This research contributes to the limited literature on Kenyan Millennials and Gen Consumers, providing a foundation for future studies and practical strategies to strengthen brand loyalty in competitive markets.