Influence of employee engagement on the market performance of fast-moving consumer goods firms in Nairobi County, Kenya
Date
2020-04
Authors
Osato, Igbinadolor
Journal Title
Journal ISSN
Volume Title
Publisher
Strathmore University
Abstract
In the modern fast-moving consumer goods business, sustaining a competitive market position is of
crucial concern. To meet their marketing performance goals, it is relevant for fast-moving consumer
goods firms to maintain a highly engaged workforce. However, there is very minimal empirical
evidence on how employee engagement influences the market performance of the firms; hence this
study sought to contribute to the empirical gap by examining the causality between employee
management and market performance. The study specifically sought to establish the effect of
training and development; rewards and recognition as well as employee involvement on market
performance. The research was anchored on the theory of employee engagement and the balanced
scorecard model. The study adopted a descriptive research design, and the unit of analysis was the
80 fast-moving consumer goods firms in NAIROBI COUNTY. The sample respondents for the
research were the 240 marketing, sales and brand managers within the firms. The study relied on
structured research questionnaires to collect primary data. The study conducted a pretest of the
research instrument, with 10% of the sample respondents. The collected research data was analyzed
using descriptive and inferential statistics. The analyzed data was presented using charts, bar graphs
and tables. The research was able to obtain an 83% response rate. The findings of the research
established that 55.6% of variations in market performance are determined by employee engagement
within fast-moving consumer goods firms. The study concludes that training and development,
rewards and recognition and employee involvement positively influence market performance. The
study recommends that fast moving consumer goods companies in Nairobi county should foster the
training and development programs as well as implement more financial schemes to enhance
employee productivity. Such Organizations should further adopt more participatory management
approaches in order to enhance employee participation in decision making and designing programs
for attaining organizational goals. The findings are expected to enhance managerial practice within
the firms as well as strengthen the policymaking within fast moving consumer goods companies.
Description
A Thesis submitted in partial fulfillment of the requirements for the award of the Degree of Masters of Business Administration at Strathmore University Business School
Keywords
Fast-moving consumer goods, Market positioning, Market competition, Employee engagement