SU+ Digital Repository

SU+ is an online repository for the preservation and promotion of assorted digital content at Strathmore University

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[ISSN 2519-5883]
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Now showing 1 - 5 of 7

Recent Submissions

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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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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.
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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.
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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.
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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.