The Effect of customer journey mapping on customer satisfaction among reseller firms in Nairobi County, Kenya: a case study of Red Dot Distribution
Date
2025
Authors
Obura, B. O.
Journal Title
Journal ISSN
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Publisher
Strathmore University
Abstract
This study investigated the effect of Customer Journey Mapping (CJM) on customer satisfaction among reseller firms in Nairobi County, Kenya, focusing on Red Dot Distribution. The research was driven by persistent challenges such as unresolved customer pain points, service inconsistencies, and fragmented interactions across various touchpoints. Anchored in Commitment-Trust Theory and Customer Experience Management Theory, the study examined how CJM influenced satisfaction through four key elements: customer touchpoints, pain points, sentiments, and service discrepancies. The study adopted a positivist philosophy and a descriptive cross-sectional design. It targeted a population of 657 resellers who actively purchased from Red Dot Distribution in Nairobi County in 2024. The researcher selected a sample of 243 resellers using stratified random sampling and collected data using stratified random sampling, and data were collected through structured questionnaires assessing customer satisfaction using perceptual metrics such as CSAT, NPS, and CES. The findings revealed that CJM played a significant role in enhancing customer satisfaction. Red Dot Distribution was noted for strengths in professionalism, product quality, and billing accuracy, while areas for improvement included inventory management, feedback collection, and proactive communication within the supply chain. The study concluded that effective CJM implementation improved customer experience and satisfaction. Key recommendations included strengthening internal processes, investing in predictive inventory systems, and enhancing distributor-reseller engagement mechanisms.
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Citation
Obura, B. O. (2025). The Effect of customer journey mapping on customer satisfaction among reseller firms in Nairobi County, Kenya: A case study of Red Dot Distribution [Strathmore University]. http://hdl.handle.net/11071/15754