MBA Theses and Dissertations (2016)

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    The effect of loyalty programs on customer patronage of supermarkets in Nairobi County
    (Strathmore University, 2016) Wathigo, Peter
    Customer loyalty programs are a common strategy adopted in business to increase customer value and achieve competitive advantage. This study sought to investigate the effect of loyalty programs on customer patronage of supermarkets in Nairobi County. The research sought: to analyze the effect of loyalty programs on consumer patronage of supermarkets; establish the influence of perceived value of loyalty programs on patronage behaviour and to determine the mediating role of supermarket’s service quality on loyalty program effects. Descriptive research design was used. Questionnaires were administered to a sample of 384 supermarket loyalty card holders from Nairobi County’s four administrative divisions namely: Nairobi West, Nairobi East, Nairobi North and Westlands. Stratified sampling technique was used. The sampling unit was all consumers with a supermarket loyalty card. Data was analyzed using Chi-square tests and hierarchical regression analysis. The results showed that after accounting for consumer demographics, convenient location and service quality, loyalty programs explained 5.7% of the variability in customer patronage of supermarkets to a statistically significant degree (p<.05). It was concluded that loyalty programs positively influenced patronage behaviour of consumers towards supermarkets in Kenya, although the degree of influence was relatively small. Perceived value of loyalty program rewards moderated patronage behavior of card holders to supermarkets. Generally, loyalty programs were not that important to card holder’s shopping experience although they conferred a sense of prestige as card holders felt special. Instead, convenient location was a more important store attribute that determined patronage behavior. It was recommended that supermarkets need to be more innovative at their rewards program offerings. Loyalty schemes should provide instant gratification to customers. Supermarkets should exploit the sense of prestige conferred by the loyalty cards through appropriate brand positioning strategies. Supermarkets that do not enjoy strong brand identity should reallocate resources away from loyalty schemes to improving store attributes such as speed of service and staff responsiveness as well as location convenience. Further studies could focus on the contribution of loyalty schemes to the operational efficiencies of supermarkets in Kenya.
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    An analysis of factors affecting customer satisfaction at Safaricom outlets in Nairobi Central Business District
    (Strathmore University, 2016) Omwenga, Peter Mosoti
    In the present day mobile telephony business that is characterized by cut-throat competition from different players, the concept of customer satisfaction has become a critical success factor that is expected to lead to stronger competitive position and consequently to a larger market share and profitability. The research aimed to establish the factors affecting the level of customer satisfaction of Safaricom Customers in Nairobi, Kenya. Using the descriptive research design, the study sought to establish the factors affecting customer satisfaction at Safaricom (K) Limited. The constructs that defined the level of customer satisfaction in the study were the product features, product differentiation, and perception of fairness in the prices charged on the firm products as well as customer service. The data was collected from the Safaricom customers visiting the three Safaricom shops in Nairobi CBD. The study used descriptive research design and the questionnaire was the main instrument of data collection. The study established that the firm’s product features, capacity to differentiate its products, perception on the fairness of the firm’s product pricing and also customer service practices affect the level of customer satisfaction within customers visiting Safaricom Outlets within the Central Business District. The study findings were that the capacity of Safaricom to differentiate its product offering from the other competitors acts as a source of competitiveness to the firm due to the product being able to meet a particular need of the customers. The study found that Safaricom should enhance its rewards scheme to its customers since the strategy was found to increase customers’ level of satisfaction. Further, the study found that the level of customer service at Safaricom influences customer satisfaction and it was recommended that more customer agents and support points be opened outside the CBD. The limitation of the study included the sample selection procedure in which the narrow and specific focus of the scope means that the results are limited to Safaricom Ltd may not translate to other industry and national contexts. For the recommendation, the study set that the firm enhances the features of its product to have a seamless interface with different financial institutions without compromising the security of the customers’ deposits.
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    An assessment of integrated financial management information system implementation towards effective management practices in Nairobi and Lamu Counties
    (Strathmore University, 2016) Njeru, Patrisio Njiru
    Following implementation of a devolved county government in Kenya in 2010 which followed devolving huge resources, adoption of Integrated Financial Management Information Systems (IFMIS) has been seen instrumental towards effective county management practices. These devolved resources need to be managed prudently for the citizens to enjoy the fruits of devolution. This study sought to assess the contribution of IFMIS on the effectiveness of management practices of Nairobi and Lamu Counties. The specific objective of the study was to; determine the influence of budgeting process automation on effective management practices; to establish the influence of automated county services on effective management practices; to establish whether computerized human resource management has increased effective management practices; and to establish the influence of automated procurement and disposal processes on effective management practices in Nairobi as the biggest County and Lamu being the smallest county. To achieve these objectives, a correlational research design was used with the study population being employees in the county mandated and tasked with the implementation of IFMIS. Primary data was collected and analyzed using SPSS to generate descriptive and inferential statistics to describe the study results. The findings in this study revealed that IFMIS contributes significantly to the effectiveness of county management practices with p<0.05 in human resource management (51.6%), service delivery (49.4%), budgeting process (38.7%) and procurement (18%). The study concluded that IFMIS id an important too for effective county management practices and recommended areas for further research among them; establish a model for testing and evaluating the level of success in the implementation of IFMIS and to establish the role of end users on the level of success in the implementation of IFMIS in the County Governments.
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    Factors influencing the viewership of local television content in Kenya: a case of Nairobi County
    (Strathmore University, 2016) Kilonzo, Ndanu
    This study’s main aim was to determine factors that influence the viewership of local content in Kenya. Companies are interested in knowing about consumer preference towards their products because attitudes influence consumers’ purchase and consumption intentions. By measuring the factors that influence viewer’s preferences, television stations can develop marketing strategies that are responsive to customer’s needs and wants thus gaining a competitive advantage. The study adopted a descriptive survey research design and the population for this study was 3,138,295 people living in Nairobi. Using multistage stratified random sampling a sample size of 385 individuals was surveyed, and this study managed to get 120 responses, which were analyzed. A semi-structured questionnaire was used in the data collection and analyzed using descriptive statistics methods such as the frequencies, means and the standard deviations. The findings revealed that a positive relationship exists between viewership of local TV content and the following independent variables: Content quality, consumer perceptions and demographics while a negative relationship exists between viewership of local TV content and distribution platforms. The study recommended duplication of this study in other areas in Kenya particularly rural areas to look at more factors like the effects of culture on viewership of local TV content.
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    Assessment of factors determining the performance of bank-led agent bank businesses in Kenya : case of Kiambu County
    (Strathmore University, 2016) Kiburi, Michael Mungai
    Although agent banking has been common in Kenya in the recent past, its success factors have not been studied in depth as the industry is still young. As such, this study aims to investigate the factors determining the performance of Bank-Led Agent Bank Business in Kenya. The specific objectives include determining the extent to which financial factors, operational factors and management factors affect the performance of bank-led agent banking businesses in Kenya. This was an exploratory study in design and targeted all the bank agents operating within the rural areas and major towns of Kiambu County of Kenya. A stratified sampling method and structured questionnaire were used to select the sample and collect data respectively. Both descriptive and inferential statistics were used to analyse the data. The findings show that the performance of agent banking business measured by profits was good; investors in the business did not think of quitting because of the promising nature of the business. Insecurity (robbery/theft were the main reasons for quitting). Amongst the recurrent expenses affecting profits of agent banking businesses include electricity bill and a monthly rent bills. Onetime costs include the cost of acquiring a transaction device and contingency costs. Availability of capital is an extremely important financial factor that affects the performance of agent banking business (p<0.05). There is a positive statistically significant relationship between the number of employees and profits made by an agent banking business (p<0.05). There is a positive slightly statistically significant relationship between the capability to manage business finances and the profits of agent banking businesses (p<0.05).The management of core business had an insignificant relationship to the performance of agent banking business (p>0.05). The study concludes that agent banking considerably increases the number of customers frequenting a store. The performance of agent banking in Kenya is significantly determined by mobile network coverage and security of agent banking environment. The ability of an agent manager/owner to borrow funds is an extremely important determinant of the agent’s performance while management of core business, capability to manage business finances, and business management capability were important factors to the performance of agent banking. Availability of adequate capital and having adequate number of employees significantly enhances the profits agent banking businesses make. The capability to manage business finances slightly affects the profits of agent banking while the manner of management of core businesses of agent banking in Kenya does not influence profits. The study proposes similar studies in different geographical areas be conducted to eliminate generalisation biases arising from region-specific variables.