BCOM Research Projects (2025)

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An Evaluation of social-economic implications of mobile money solutions on households in Nairobi, Kenya
(Strathmore University, 2025) Nansenja, E. A.
The purpose of this study is to investigate the social-economic implications of mobile money solutions in households in Nairobi, Kenya, focusing on borrowing, saving, and investing. Mobile money solutions, including platforms like M-Pesa, M-Sharri, and KCB M-Pesa, have significantly transformed the financial landscape in Africa, with Nairobi, Kenya, as a prominent focal point of this transformation. These services have provided secure, accessible, and efficient ways for users to save, borrow, and invest, advancing financial inclusion for underserved populations, particularly low-income earners, women, and small businesses. By lowering transaction costs and expanding access to credit, mobile money solutions have become critical tools for personal finance management and business growth, fostering empowerment in marginalized communities. Despite the recognized economic benefits, there is limited research on the broader social-economic impacts of mobile money, particularly in urban areas like Nairobi. This study aims to explore how mobile money usage influences financial behaviors and contributes to social and economic transformation, examining aspects such as cash dependency, financial resilience, social cohesion, and economic stability. Through a detailed analysis of household interactions with mobile money services, this research seeks to illuminate the multifaceted social-economic implications of mobile money in Nairobi, offering insights for policymakers, financial institutions, and other stakeholders interested in leveraging mobile money for inclusive urban development.
An Examination of the moderating effect of financial resilience on the working capital management and profitability nexus
(Strathmore University, 2025) Yiga, P. N. E. .J
This study will examine the moderating effect of financial resilience on the relationship between Working Capital Management (WCM) strategies and profitability among firms listed on the Nairobi Securities Exchange (NSE). The research seeks to understand how different WCM strategies- aggressive, conservative and matching interact with a firm's financial resilience to influence profitability. By emphasising resilience, the research seeks to shift public and managerial attitudes towards prioritising long-term financial health over short-term gains, ultimately fostering a more robust business environment. From an economic perspective, improved WCM practices can contribute to overall stability of the financial system by reducing the risk of firm insolvencies. Moreover, the study is likely to influence public attitudes towards the importance of building financial resilience, encouraging businesses to adopt robust risk management strategies to better navigate economic shocks and downturns. This study contributes to the existing body of knowledge by integrating financial resilience into the WCM-profitability framework, offering practical implications for policy makers, financial managers and investors. It provides evidence that strengthening financial resilience is vital for optimising the outcomes of WCM strategies, particularly in emerging markets like Kenya. Additionally, the study highlights potential avenues for further research including industry - specific analyses and the exploration of non- financial indicators of resilience.
Assessing the impact of investment decisions on profitability of Small and Medium scale Enterprises in Nairobi, Kenya
(Strathmore University, 2025) Mahat, S. A.
This study investigates the impact of various investment decisions-capital expenditure, information technology (IT), research and development (R&D), training and education and working capital management-on the profitability of Small and Medium Enterprises (SMEs) in Nairobi, Kenya. The study was done in order to determine the investment decisions that can yield the highest profitability for SMEs. This is due to the fact that SMEs are financially constrained according to (Gveroski, G., & Jankuloska, M. (2017) and as a result, the investment decisions that yield the highest profitability should be considered. Employing a descriptive research design, data was collected from a sample of 70 SMEs across multiple sectors using stratified sampling. Quantitative methods were utilized, including regression and descriptive statistical analysis, to explore the relationship between these investment decisions and profitability, measured by return on investment (ROI). The findings reveal that IT investments generate the highest average ROI (77.8%), underscoring their critical role in enhancing operational efficiency and market competitiveness. Capital expenditure follows with a significant average ROI of 41.5%, demonstrating its importance in long-term asset growth. R&D, along with education and training, yields an average ROI of 51.2%, reflecting its value in driving innovation and workforce capability. Working capital management also positively influences profitability, albeit with varied outcomes depending on the firm's efficiency in handling short-term assets and liabilities. The results suggest that strategic investment decisions are pivotal in improving SME profitability. These insights are valuable for SME managers, policymakers, and investors aiming to enhance financial performance and stimulate economic growth. The study highlights the need for SMEs to adopt data-driven approaches when selecting investment strategies, ensuring optimal resource allocation for sustained profitability. The uniqueness of the study stems from the fact that unlike many studies that focus on a single type of investment, this research examines the combined impact of capital expenditure, IT investments, R&D, education and training, and working capital management. This multifaceted approach provides a more comprehensive understanding of how various investment strategies contribute to SME profitability.
Determinants of non-performing loans among commercial banks in Kenya
(Strathmore University, 2025) Kemboi, J. K.
Non-performing loans, for a long time have been a huge challenge to the profitability of financial institutions worldwide, Kenyan commercial banks included. This study focused on gender, nature of collateral, credit monitoring and concentration of lending activities as factors affecting the non-performing loans in Kenyan commercial banks and the purpose of the study was to find out if these specific factors have any effect and their significance of their effects if any. The theories used were information asymmetry, moral hazard and behavioural finance. Primary data and a descriptive research design were used in this sh1dy. Additionally, the core data came in the form of questionnaires. This sh1dy's target population consisted of Kenya's 3 8 commercial banks. Because the sh1dy is small, the entire population was used. The data found was analyzed by a statistical software namely SPSS. Both descriptive statistics and inferential statistics was used. The uniqueness of the study was that these factors have been subject of independent studies in the past, this study aims to find out the combined and individual effects of these factors in Kenyan commercial banks. The study found that gender and concentration of lending activities had a positive relationship with non-performing loans while nature of collateral and credit monitoring had no relationship.
Effect of artificial intelligence on strategic performance in the banking industry in Kenya
(Strathmore University, 2025) Ludovick, L. M.
Artificial intelligence has become one of the most popular technologies in recent years and is being accepted by many organizations. The rapid development of artificial intelligence has also increased its application in the industry. Processes using artificial intelligence can not only increase overall profits but also revolutionize the financial sector. The aim of this study is to determine the level of skill development in the Kenyan banking sector and its effect on performance. The objectives of this study are: The effect of natural language processing technology on the performance of banks in Kenya, the effect of machine learning on the performance of the Kenyan economic furnace, and the effect of robotic automation on the banking sector. This study uses approaches such as AI trust and transparency, AI technology and machine learning to assess how AI impacts business performance. This study uses a variety of methods to examine its effect on skills and entrepreneurship. Studies show that AI increases productivity and customer satisfaction through the use of automation, but AI also faces challenges such as data security issues and reluctance to change. Future studies could investigate the long-term effects and economic impacts of various financial institutions. The findings suggest that banks should invest in AI-based information services, improve data security, and better integrate AI to provide competitive advantage. This study aims to influence public understanding of AI by demonstrating the potential of AI to improve banking services, reduce operating costs and simplify accounting. This study provides insight into the challenges and opportunities in AI implementation by offering recommendations to policymakers, banking leaders and AI developers.
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.
Effect of mobile marketing strategies on consumer purchase decisions of online food delivery service customers in Kenya
(Strathmore University, 2025) Mulumbi, N. R. S.
This study investigated the effect of mobile marketing strategies on consumer purchase behavior within Kenya's online food delivery sector. The research focused on four primary strategies: push notifications, loyalty programs, real-time tracking, and user-generated content. These strategies were analyzed to understand their influence on consumer decision-making, trust, satisfaction, and purchase behavior. Grounded in the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), the study aimed to provide a comprehensive view of the role of mobile marketing in shaping consumer behavior. A descriptive research design was employed, and data was collected from a sample of 395 respondents using structured surveys. The findings revealed that push notifications significantly enhanced consumer engagement (r = 0.68), particularly when they were timely, personalized, and context11ally relevant. Loyalty programs were found to be effective in promoting customer retention, with 58% of respondents indicating membership in at least one loyalty program, and a correlation of r = 0.59 between loyalty program usage and repeat purchases. Real-time tracking was observed to have a strong positive impact on customer trust (r = 0.72), with respondents reporting that order transparency and tracking features boosted their confidence in service reliability. User-generated content (UGC), especially positive reviews, played a crucial role in driving purchase decisions, with an r = 0.75 correlation between positive reviews and consumer purchase behavior. Conversely, negative reviews had a notable impact on trust, with 61% of respondents indicating that negative reviews deterred them from using certain services. Based on these findings, the study concluded that mobile marketing strategies are pivotal m influencing consumer purchase decisions in Kenya's online food delivery industry. Key recommendations included the personalization of push notifications, simplifying loyalty program reward structures, enhancing real-time tracking interfaces, and encouraging satisfied customers to share positive reviews. The study's conclusions highlighted the necessity for online food delivery platforms to refine their marketing approaches to foster trust, improve engagement, and drive customer satisfaction. Future research should explore the long-term impact of these strategies on consumer loyalty and examine the role of emerging technologies such as artificial intelligence and chatbots in enhancing mobile marketing.
Factors affecting tax compliance among small and medium enterprises in Nairobi’s central business district, Kenya
(Strathmore University, 2025) Masese, M. P.
Tax is an important stream of revenue for government's development projects and therefore all efforts must be made by governments to ensure that it is accurately and efficiently collected so as to facilitate the government's operations. In an effort to maximize collection of revenue and efficiency in tax administration, key changes to tax policy evolving around ensuring equity, further widening the tax base, promoting increased investment and in doing so, reducing the tax compliance burden, have in the recent past been made by the Kenyan government. This study sought to identify the factors that influence tax compliance in Kenya, specifically focusing on SME's operating within Nairobi's Central Business District. The researcher outlined a detailed literature review and identified the variables for this research. The dependent variable being tax compliance, the independent variables being tax rates, tax literacy, compliance costs and tax attitude. The tax rate included those of Corporate Tax and Value Added Tax. The research was a descriptive survey. Given the large population of registered SMEs in Nairobi, a sample size of 194.The research was conducted using questionnaires which were distributed out with the help of two assistants and the results were out the data was analyzed by coding according to variables in the study for efficiency so as to reduce replies given by respondents to a small number of classes. The study found that tax literacy, compliance costs, tax rates, and taxpayer attitudes significantly influenced tax compliance among SMEs in Nairobi's CBD. Tax literacy was the most impactful factor, with SMEs that understood tax processes showing higher compliance. High tax rates and prohibitive compliance costs discouraged many businesses from adhering fully to tax regulations. Mixed attitudes towards tax payments were observed, influenced by perceived inefficiencies in government expenditure. The conclusions emphasized the need for improved tax education, simplified filing processes, and reduced compliance costs to enhance voluntary compliance. Recommendations included progressive tax rate adjustments, subsidized professional support for SMEs, and initiatives to rebuild trust in government spending through increased transparency.
Influence of Human Resource Practices on Inclusion and Diversity in Commercial Banks in Nairobi- a case of Stanbic Bank, Nairobi.
(Strathmore University, 2025) Ochieng, C.
This research proposes to study the influence of HR practices on Diversity and inclusion at commercial banks in Kenya. The study will focus on Stanbic Bank, Kenya. The integration of HR practices is an integral part in fostering inclusion and diversity in the workplace. The general objective is to look at how the HR department practices, such as recruitment and selection, diversity training and organizational culture, influence inclusion and diversity at Stanbic Bank. This paper makes use of the Optimal Distinctiveness Theory and Institutional Theory which explains the relationship between fitting in and standing out and the external forces that foster inclusion and diversity. Descriptive research design will be used to measure the influence of practices on inclusion and diversity.
Influence of mobile phone advertising on consumer purchase behaviour: the case of Kenya’s fashion industry
(Strathmore University, 2025) Kakaangi, P. S.
Mobile phone advertising and consumer purchase decisions aligns the general communication and objectives of the fashion businesses in Kenya by enhancing customer awareness and finally leading to informed buying decisions. Using the case of Kenyans fashion industry this study establishes how the influence of mobile phone advertising affects customers purchasing decisions. This study targeted 100 participants both fashion marketers and consumers particularly in urban areas such as Nairobi, Kitengela and Rongai. Using the theory of planned behaviors as a framework the study explored how certain aspects such as behavioral controls are affected by location based, personalized and SMS based advertisements. Data was collected through questionnaires. The findings aimed to provide insight to the researchers, policy makers and marketers on mobile phone advertising strategies to drive customer engagement and sales generation in the Kenya's vibrant fashion industry. A good advertisement persuades the customer to make a final purchase and keeps them motivated to do a certain action (Kenneth and Donald 2010). They are used to derive sales, create awareness and promote traffic on the physical stores. Mobile advertising channels include in-app advertisements, mobile web banners, and social media ads tailored for mobile devices. These channels are commonly used to reach consumers on their smartphones and tablets. To assess mobile advertising the study answers the following questions where used, To assess the influence of location-based mobile advertising on consumer purchase behavior in the fashion industry in Kenya, To assess the influence of personalized mobile advertising on consumer purchase behavior in the fashion industry in Kenya, To assess the impact of SMS-based mobile advertising on consumer purchase behavior in the Kenyan fashion industry. The study therefore concluded that mobile advertising through location based, personalization and SMS based advertising influences consumer purchase decisions and behavior. Though each portrays potential challenges and benefits, they can be leveraged to yield maximum leads for the fashion industry in Kenya.
Influence of performance management systems on employee engagement in private universities: a case study of Strathmore University, in Kenya
(Strathmore University, 2025) Ndagire, T.
One of the most significant human resource practices in the world today is performance management. This is because, in order to improve employee performance, organizations must understand that their workers need a clear understanding of what is expected of them both in the short and long term. Regular prefinance evaluations are therefore considered essential, as they may involve asking workers to prioritize their tasks over activities that won't actually improve their output. The study found that PMS was a significant determinant of employee engagement at Strathmore University. The opportunities for professional development were seen to build the skills of employees and make them feel part of the institution, though at unequal levels. Feedback was constructive and timely, helping in aligning individual efforts towards organizational goals; what the respondents valued most was consistent and actionable feedback. Of these, goal-setting practices exerted the greatest influence because it was found that clearly set and aligned participatory goal-setting enhanced motivation and commitment. The findings underlined the integration of these facets of PMS to provide a supportive and involving work environment that drives organizational success.
The Effect of corporate environmental initiatives on consumer purchasing behavior within the beverage sector in Nairobi County
(Strathmore University, 2025) Abuya, L. S. A.
This research project investigated the impact of corporate environmental initiatives (CEIs) on consumer purchasing behavior within Nairobi County's beverage sector. As global environmental concerns continue to rise, companies have adopted sustainable practices to enhance their brand image and meet evolving consumer expectations. The study employed a mixed-methods approach, integrating quantitative and qualitative data to evaluate consumer awareness of CEIs, their influence on perceptions, and their effect on purchasing behavior. Using theoretical frameworks such as the Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB), and Diffusion of Innovations (DOl), the findings revealed that consumer attitudes, subjective norms, and perceived behavioral control significantly influence purchasing decisions. The study showed that while awareness of CEIs among Nairobi's urban consumers is moderate, there is a positive correlation between awareness and purchasing behavior, with younger, more educated consumers being the most responsive. Key conclusions indicate that businesses implementing visible and impactful environmental initiatives can enhance consumer trust, loyalty, and brand perception. Recommendations include increasing transparency, educating consumers on CEIs, and incorporating sustainability efforts into marketing strategies. Policymakers are encouraged to establish regulations that promote corporate sustainability practices while incentivizing compliance. Study limitations included time constraints, a focus on urban consumers, and challenges in accessing detailed company data. Nonetheless, the project provides actionable insights for businesses seeking to align sustainability with profitability and contributes to the broader discourse on corporate environmental responsibility.
The Impact of digital marketing strategies on consumer purchase intention - a case study of Unilever Kenya Limited
(Strathmore University, 2025-11) Muturi, M. N.
Digital marketing has emerged as a transformative force in shaping consumer behaviour and purchase intentions in today's highly competitive and interconnected marketplace. With the proliferation of digital platforms and technologies, businesses face growing challenges to engage consumers effectively and foster brand loyalty. The main objective of the study was to investigate the influence of digital marketing strategies, including mobile marketing, social network marketing, content marketing, and website design marketing, on consumer purchase intention with the general objective of this study been to determine the impact of digital marketing strategy on consumer purchase intention in Unilever Kenya limited and the specific objectives including:To determine the impact of mobile marketing on consumer purchase intention at Unilever Kenya Limited, To establish determine the impact of social media marketing on consumer purchase intention at Unilever Kenya Limited ,To determine the impact of website content on consumer purchase intention at Unilever Kenya Limited and to establish the influence of content marketing on consumer purchase intention at Unilever Kenya Limited. The study adopted a descriptive crosssectional survey design targeting 384 Unilever consumers in kenya. The anchoring theory of the study being Diffusion of innovation theory and the supporting theory of the study been Technology of acceptance modei(TAM). Purposive sampling approach was adopted focusing on a sample of 384 respondents. Primary data was collected through structured questionnaires which were administered to respondents through a pick and drop method. Descriptive statistics-mean statistics and standard deviation and multiple linear regression under inferential statistics were used in the analysis of the data. The results indicated that digital marketing strategies had a significant and positive impact on consumer purchase intention while one had a negative impact, with content marketing and social marketing showing the strongest influence, followed by website design, which showed a significant positive impact, while mobile marketing showed a negative influence. The study reveals that digital marketing strategies on mobile marketing, social media marketing, content marketing, and website design serve as significant predictors of buyer behaviour for sustainable purchasing. Thus, marketers should execute an all-inclusive approach, with a focus on the mentioned areas that would maximize consumer engagement and purchase intention. Further research on other digital marketing strategies is encouraged to influence consumers' purchasing decisions. Keywords: digital marketing strategies, mobile marketing, social media marketing, content marketing, website design marketing, consumer purchase intention
The Impact of integrated marketing communication strategies on customer loyalty: a case of Diamond Trust bank, Nairobi City County- Kenya
(Strathmore University, 2025) Dinesh, H. D.
This study investigated the impact of integrated marketing communication (IMC) strategies on customer loyalty at Diamond Trust Bank (DTB) in Nairobi City County, Kenya. The general objective of the study was to establish the impact of an integrated marketing communication strategy on customer loyalty at DTB in Nairobi City County, Kenya. The specific objectives of the study was to dete1mine how various IMC components, including advertising, sales promotion, personal selling, public relations, and direct marketing, influence customer loyalty, anchored by the Relationship Marketing theory and supported by the Resource Advantage Theory. The study employed descriptive cross-sectional survey design. The unit of analysis was DTB customers across various segments. The study adopted primary data which was collected through structured questionnaires using a five-point Likert scale. The target population was 400 DTB customers and was drawn using Slavin's formula and purposive sampling technique, out of which 364 respondents responded. Data analysis included descriptive and inferential statistics, utilizing tools such as SPSS. The results indicated that all IMC strategies positively influence customer loyalty, with direct marketing having the most significant impact W = 0.243, p = 0.006). Personal selling (~= 0.197, p = 0.014) and advertising W = 0.203, p = 0.016) also showed significant contributions. Public relations and sales promotion had a relatively lower influence but remained crucial components. The findings emphasize the importance of consistent, engaging, and personalized communication in fostering customer loyalty. This research is significant as it offers actionable insights to policymakers in financial institutions to enhance customer retention through strategic IMC practices. Additionally, it contributes to the existing body of knowledge on the role of IMC in fostering customer loyalty, providing a basis for further academic exploration and to marketing practitioners providing insights on how banks can design IMC strategies that are relevant and effective in enhancing customer loyalty.
The Influence of emotional marketing appeals on customer satisfaction among Safaricom customers in Nairobi County
(Strathmore University, 2025) Maningi, S. B.
Over the past years, researchers have studied the importance of emotional appeals in influencing consumer behavior and satisfaction. Emotions play a key role in consumer decision-making since attitude, perception, and purchase intentions are influenced (Acharya, 2018). As firms try to establish ongoing relations with their target audiences, the relationship between emotional marketing appeals and consumer happiness has become a top priority. As the evolution in advertising advanced, theorists and practitioners went deeper into the psychological underpinnings of emotional appeals. Theories such as ELM (Elaboration Likelihood Model) and EAR (Emotional-Affective Response Model) created frameworks that defined how precisely the process of emotional stimuli influences the cognitive processing of information and thus leads to a certain kind of decision making (Dhandhnia & Tripathi, 2018). These theories underlined how imperative emotional resonance is to the making of persuasive marketing messages.
The Influence of marketing mix strategies on the business performance of Small and Medium Enterprises in Nairobi central business district
(Strathmore University, 2025) Mwachiro, A. M.
Performance refers to the outcomes achieved by individuals, teams, or organizations regarding output, efficiency, and effectiveness (Armstrong 2017). Schermerhorn Jr., Bachrach, and Wright (2020) also defined performance as the measure of how well the business and individuals can achieve their goals and objectives. Steers, Bigley, and Porter (2021) support the definition made by Schermerhorn Jr by defining performance as the degree to which an individual or organization achieves its goals and meets shareholders' expectations. The study will focus more on how performance satisfies the customers' needs and achieves the goals set by the organization or business. Kotler and Keller (20 16) suggest that marketing encompasses the identification and fulfillment of human and social needs, as well as the creation of value for customers and the establishment of strong customer relationships to gain value in return. Marketing involves the activities, institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (Solomon 20 17). Businesses can satisfy various customer needs by carrying out marketing promotions through planning, execution, and supervision (O'Cass, Ngo, & Siahtiri,2012). Small and Medium Enterprises (SMEs) are increasingly understanding the need to establish their marketing strategies to enable them to have a broad understanding of the environment, customers, and the needs of their customers.
The Influence of social media on consumer purchase decisions within Nairobi County, Kenya
(Strathmore University, 2025) Kalunde, M.
This research assessed the impact of social media on consumer buying behavior within the context of Nairobi County, Kenya, focusing on how different elements of social media influence consumer decision-making. Using a practical realism approach, the study combined quantitative surveys and qualitative interviews to provide comprehensive insights. A sample of approximately 400 active social media users aged 18 and above was selected via stratified random sampling. Data collection tools included questionnaires measuring social media adve1iising, information flow, and influencer impact, alongside interviews exploring purchase motivations. Validity and reliability were ensured through expert reviews and Cronbach 's Alpha testing. Data analysis utilized SPSS and STAT A for statistical correlations and thematic interpretation of qualitative findings. Key findings highlighted the significant role of platforms like Instagram and Facebook, with video ads, testimonials, and peer reviews as major influences. Younger consumers (18-29 years), particularly those educated and tech-savvy, were most responsive to visually appealing content and promotional offers. Authentic user-generated content and relatable influencers were pivotal in driving trust and purchase decisions. The study concluded that social media marketing is crucial for businesses targeting younger audiences, emphasizing creative, authentic, and promotional content. Recommendations included optimizing social media ads, leveraging UGC, and collaborating with credible influencers. Future research directions proposed exploring regional and industry-specific social media impacts, long-term effects on brand loyalty, and evolving dynamics of consumer behavior in digital spaces.
The Influence of trust on customer loyalty among food companies in Kenya
(Strathmore University, 2025) Khalayi, R.
This study explores the pivotal role of trust in influencing customer loyalty among food and beverage companies in Kenya. In the highly competitive food and beverage sector, establishing and maintaining customer loyalty is crucial for business sustainability and growth. This research sought to identify the key factors that build trust between consumers and companies and how these factors subsequently affect customer loyalty. A quantitative approach was employed, combining quantitative questionnaires to gather comprehensive data from customers and industry professionals. The study sample included a diverse range of participants from various demographic backgrounds to ensure a holistic understanding of the trust-loyalty relationship. The secondary data findings reveal that trust significantly impacts customer loyalty, with transparency, product quality, consistent customer service, and corporate social responsibility emerging as the most influential factors. Companies that prioritize these elements tend to foster stronger customer relationships and achieve higher loyalty rates. Furthermore, the study highlights the cultural and economic contexts unique to Kenya, providing insights into how local nuances affect consumer perceptions of trust and loyalty. This research contributes to the broader understanding of consumer behavior in emerging markets and offers practical recommendations for businesses aiming to improve customer retention through trust. This study was based on a major theory, The Theory of Reasoned Action (TRA) which was proposed by Martin Fishbein and leek Ajzen in 1975. This theory helps us understand different ways trust influences customer loyalty to food and beverages, especially in Kenya. The study employed a quantitative research methodology to investigate the influence of trust on customer loyalty in food companies in Kenya. This approach involved the collection and analysis of numerical data to quantify the relationship between trust and customer loyalty. Data was collected using structured questionnaires. The questionnaire was designed to measure key constructs such as trust (e.g., reliability, honesty, and competence of the company) and customer loyalty (e.g., repeat purchase behavior, willingness to recommend). The questionnaire was pre-tested to ensure validity and reliability before full-scale data collection. Collected data was analyzed using statistical software such as SPSS. This quantitative methodology provided a robust framework for understanding how trust influences customer loyalty in the context of food companies in Kenya, enabling the formulation of evidence-based recommendations for enhancing customer retention strategies.

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