This study examined the competitive environment’s moderating effect on the relationship between marketing mix strategies and tour firms’ performance in Kenya. The researcher adopted a descriptive research design and used a survey approach to collect pertinent data for analysis. The study population comprised all tour firms, both locally and foreign-registered, operating under the Kenya Association of Tour Operators (KATO) as of September 2019. Two hundred thirty-four tour firms were surveyed out of a population of 260 registered firms. Descriptive statistical and inferential analyses were conducted and regression analysis results were used to test the hypothesis. The study established a positive and significant moderating effect of Competitive Environment (CE) on the relationship between Marketing Mix Strategies (MMS) and the Organizational Performance (OP) of tour firms in Kenya. The study’s findings are significant to policymakers and stakeholders operating in the tourism industry.They accentuate the significance to tour firms in implementing the right kind of marketing mix strategies to maximize their organizational performance. The study recommends future studies in the same area be expanded to include other travel trade areas such as hoteliers and travel agencies. Such a study would increase the empirical knowledge in the subject matter while also extending the generalizability of the results.
This study focuses on the concept of customers' complaining behaviour in the mobile telephone company sector. The mobile telephone company in Uganda is competitive and being a service sector, it is complex in nature. A descriptive cross-sectional survey was used. Primary data were collected using questionnaires from Makerere University mobile telephone subscribers who were students, academic staff, administrative staff and support staff. Stratified random sampling was used and the study used cross sectional survey method. A sample of 384 was used in the study where a response of 332 was attained, with 86% response rate. A pilot study was done. Data were analyzed using descriptive statistics, correlations and regression analysis. The results of the study revealed that customers' complaint behaviour influences customer loyalty. Further, the results revealed that service quality directly influences customer loyalty and also has a positive significant relationship with customers' complaint behaviour. The study has made contribution to theory, policy and practice in relation to customer complaint behaviour and to marketing in general. The study offered further clarification into the relationship between customers' complaint behaviour, service quality and customer loyalty. The limitations of the study included the selection of the study variables which was not exhaustive. On the one hand, the cross-sectional survey research design was used where the study was carried out at a specific moment in time and, as a result, causality can only be inferred from these data.
This study sought to establish Business Process Reengineering (BPR) strategies used by telecommunication companies in Kenya to enhance their service delivery to gain competitive advantage, and to explore the influence of BPR strategies in the telecommunication companies in Kenya. The study was anchored on the following theories, Resource-Based, the Open Systems and Stakeholder. The study used a descriptive cross sectional research design targeting thirty five telecommunication firms in Kenya. Data was collected through structured questionnaires. Data analysis was done by use of descriptive and inferential statistics. The study established that most of Telecommunication companies have used various BPR strategies such as Teleconferencing technologies, computerized performance measurement and reporting system, shared Information Technology infrastructure and computerized procurement system. Findings show that after BPR implementation the telecommunications firms were able to increase efficiency of customer service, quality of products and workforce, elimination of non-value adding process, reduction in inspection time, moving time and waiting/queuing time. The study recommends that Telecommunication companies should fully automate their operations besides replacing obsolete technology equipment with modern ones. BPR efforts should be implemented in the most effective manner through sound management and leadership; this is because top management commitment, support, championship, sponsorship, and effective management of risks are the most noticeable managerial practices that seem to directly influence the success of BPR execution. The study recommends that most companies should be cautious when re-engineering in order to avoid downsizing without figuring out how to reduce the workload. Key words: Business Process Reengineering, Telecommunication companies, management support, employee commitment, ITinfrastructure.
This study sought to establish the mediating effect of corporate image on the relationship between brand management practices and customer satisfaction among universities in Kenya. The study adopted descriptive research design, the target population comprised of students from all 70 universities registered and accredited to operate in Kenya, with a population of 443,783 students enrolled for various undergraduate degree programmes from which a sample of 384 students was drawn. Data was analyzed using a combination of four different statistical analysis methods that included descriptive statistical analysis, factor analysis, correlation analysis and regression analysis. The study also established that corporate image had a significant mediating effect on the relationship between brand management practices and customer satisfaction with R 2 =0.388; p-value = 0.000. Brand management practices were found to influence customer satisfaction more in the private individual owned and private institutional owned than in public universities, with R square of 0.149, 0.312 and 0.423 respectively. Similarly, corporate image was found to have a stronger moderation effect on the relationship between brand management practices and customer satisfaction in private institutional owned universities as compared to the private individual owned and public universities, with R 2 of 0.671, 0.440 and 0.213 respectively. The study recommends that policy can be developed that encourages inculcating brand management practices within universities in Kenya. Policy can be developed to encourage measurement and reporting of performance along brand management practices as used in this study.
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