British Journal of Marketing Studies (BJMS)

EA Journals


Influence of Customer Emotions on Customer Loyalty among Star-Rated Hotels in North Rift, Kenya (Published)

With business competition becoming more intense, the most important issues that sellers face are on providing excellent quality products or services and keeping loyal customers to ensure long-term profit to their organizations. As such, the development and sustainability of customer loyalty is important in creating and maintaining competitive advantage. One way that organizations can enhance customer loyalty is by cultivating positive emotional connection through enhanced service experiences. The study sought to determine the relationship between customer emotions and consumer loyalty among star-rated hotels in North Rift, Kenya. The research adopted a descriptive survey research design. The target population for the study was made of 1416 loyal customers from the fifteen (15) star-rated hotels in North Rift region of Kenya. The sample size was 455 guests obtained using a stratified random sampling method. Data was collected using a questionnaire. Structural Equation Model (SEM) was applied with R-value being estimated to analyse and test hypotheses. The results of the study showed that customer emotions played a significant role in achieving customer loyalty among star-rated hotels in the study area (p < 0.05). Specifically, variables like felt comfortable, welcomed, contented, secure, important, entertained, relaxed, elegant, cool, excited, sophisticated and respected among others were found to enhance the loyalty of customers. On the other hand, negative emotions such as my request were nullified, felt displeased, ignored, angry, anxious, discontent, worried, sad, and ashamed among others were found to discourage customer loyalty. Therefore, the study recommends that hotels should pursue positive customer emotions in order to enhance the loyalty of their customers.

Keywords: Customer Emotions, Kenya, Loyalty, North Rift, star-rated hotels

Electronic Marketing Practices, Competitive Environment and Performance of Telecommunications Companies in Kenya (Published)

The objective of the study was to ascertain the effect of e-marketing practices on the performance of telecommunications companies in Kenya.  The population of the study was drawn from all telecommunications companies Kenya.  Primary and secondary data were used where a semi-structured questionnaire was used to collect primary data while secondary data was extracted from industry performance reports. Data was analyzed using descriptive statistics, factor analysis and regression analysis.  The findings showed statistically significant relationship between e-marketing practices and organizational performance.  Results of the moderating effect of competitive environment on the relationship were equally statistically significant.  The results imply that organizations that have adopted e-marketing practices have also been able to record better performance.  This relationship is however moderated by competitive environment meaning that while e-marketing practices contribute to organizational performance, the competitive environments within which they operate require that they develop mechanisms that enable scanning and adapting to competitive environment for competitiveness and better performance.  Failure to adapt to the competitive environment can result into organizational demise despite adopting appropriate marketing strategies including, e-marketing practices.

Keywords: Competitive Environment, E-Marketing Practices, Kenya, Organizational Performance, Telecommunications Companies

An Assessment of the Effect of Distribution Alliance on Growth of Hotels in Eldoret Town, Kenya (Published)

Strategic alliance enables firms to remain competitive and thus survive, grow and prosper. In order for enterprises to survive in a rapidly changing business environment, they are increasingly forming strategic alliances with other firms. This paper assesses the influence of distribution alliances on growth of hotel industry in Eldoret town. The paper is based on a study that sought to evaluate the influence of strategic alliances on the growth of the hotel industry in Eldoret town in North Rift region of Kenya. The study applied the Resource Dependency theory and the Resource Based theory and adopted a descriptive survey research design on a target population of 220 respondents involved in the hotel industry in Eldoret town. A sample of 112 respondents was drawn proportionately from four categories of hotels using stratified random sampling technique. A semi-structured questionnaire was administered to the respondents to collect the required data. Data was analyzed using both descriptive and inferential statistical techniques with the aid of the Statistical Package for Social Sciences (SPSS) version 20. Multiple regression analysis was also used to analyze the data. The study established that distribution alliance had increased the hotel sales, profits, product/service quality and reduction of costs. Further, strategic alliance had increased market share and enabled hotel businesses to gain competitive advantage. The study also established that the hotels have improved proximity to customers and faster and easier market penetration due to strategic alliance. Based on the research findings and conclusion in the study, it is recommended that hotels need to come up with governance structure that governs strategic alliance. This will help reduce problems encountered in strategic alliance.

Keywords: Distribution Alliance, Eldoret, Growth, Hotels, Kenya

The Influence of Social Capital in Table Banking On the Performance of Women-Owned Business Enterprises in Eldoret East Sub-County, Kenya (Published)

The study sought to understand the effects of table banking on performance of women-owned enterprises in Eldoret East Sub-County. Based on the study, this paper examines the extent to which social capital in table banking groups affects performance of women-owned enterprises. The study adopted a correlational research design with the target population being all women-owned enterprises in Eldoret East Sub-County from 2010 to 2014. A sample size of 384 respondents was obtained using Yomane formula of sample size. The study used multivariate linear Regression to establish the relationship between table baking and social capital and business performance indicators. Pearson product moment correlation(r) was applied to establish the relationship between the variables. From the findings of the research it was concluded that social capital has a strong positive effect on the business performance of women-owned enterprises. This is attributable to the fact that during meetings the members are able to discuss the challenges they face in running their businesses and how well they can improve their incomes. The study also established a positive correlation relationship between table banking and women-owned enterprises in Eldoret East Sub-County. It was, therefore, concluded that table banking has a positive influence on the business performance of women-owned enterprises in the area. The study recommends that women should be encouraged to form groups and register with the Ministry of Culture and Social Services.

Keywords: Eldoret East, Kenya, Performance, Social Capital, Table Banking, Women-Owned Business Enterprises

The Effect Of Country-Of-Origin, Consumer Characteristics And Attitudes On Consumer Behaviour Towards Foreign Clothing Brands In Nairobi, Kenya (Published)

The country-of-origin (COO) concept refers to the country where a particular product is made and is anchored on the international marketing theory. The broad objective of this pioneering study was to determine the effect of COO, consumer characteristics and attitudes on consumer behaviour towards foreign clothing brands in Nairobi, Kenya. The specific objectives were to: assess the influence of COO on consumer behaviour; determine the influence of country-of-origin on consumer attitudes; establish the influence of consumer attitudes on consumer behaviour; assess the influence of consumer characteristics on consumer behaviour; determine the extent to which consumer characteristics moderate the relationship between COO and consumer behaviour; assess the degree to which consumer attitudes influence the relationship between country-of-origin and consumer behaviour and; establish the extent to which the relationship between COO and consumer behaviour towards foreign clothing brands is influenced by consumer characteristics and by consumer attitudes. The pertinent hypotheses were derived from the objectives. The study adopted a descriptive cross-sectional research design which facilitated testing of hypotheses quantitatively and ensured that conclusions about the COO research problem were based on the information provided at the time of the research. Primary data were collected using semi-structured questionnaires from a study population comprising 384 consumers of clothing brands across Nairobi County, Kenya. Data were analyzed using descriptive statistics and inferential statistics. The results of the study established that country-of-origin influences consumer behaviour towards foreign clothing brands and there was a significant association among the two. The findings also revealed that consumer characteristics directly influence consumer behaviour and also moderate the relationship between COO and consumer behaviour. There was a significant relationship between consumer characteristics and consumer behaviour. Furthermore, the results showed that consumer attitudes strongly mediate the relationship between country-of-origin and consumer behaviour, and there was a significant association among the two. Finally, the joint effect of COO, consumer characteristics and consumer attitudes was greater than the individual effects of the independent, mediating and moderating variables on consumer behaviour towards foreign clothing brands. The combined effect of these variables on consumer behaviour was also found to be statistically significant. The study has made contribution to theory, policy and practice in relation to consumer behaviour towards foreign clothing brands in general and specific influence of country-of-origin, consumer attitudes and consumer characteristics. The selection of the study variables was not exhaustive. The use of a relatively small population, use of a descriptive cross-sectional research design and testing of COO as a single concept put constraints on the generalizability of the results. The use of quantitative methods alone is also restrictive. Future research should seek to address these limitations by inclusion of the additional factors; use of a longitudinal and broader research design and; incorporation of qualitative research techniques such as focus group sessions and structured interviews.

Keywords: Attitudes, Consumer Behaviour, Consumer Characteristics, Country of origin, Foreign Clothing Brands, Kenya, Nairobi


This study examined the influence of marketing communication channels on demand for urban domestic tourism in Kenya. The study was conducted in tourist destinations within Nairobi and Nakuru town. The sample size comprised of 384 respondents: 254 respondents from Nairobi city and 130 respondents from Nakuru town surveyed using multistage sampling procedure. Nairobi city and Nakuru town in Kenya were selected using cluster sampling. Stratified sampling was then used to divide the tourist destinations within Nairobi city and Nakuru town. Systematic sampling procedure was used to select every 3rd respondent visiting these tourist destinations. Primary data was collected through questionnaires. The survey revealed that telephone, direct mail, yellow pages, newsletters, internet, television and travel diaries television show aired on Kenya Television Network (KTN), magazines, brochures, newspaper, radio, exhibitions, tour firms and travel agencies, Sales promotion were found significant in creating awareness of tourist destinations in Kenya.

Keywords: Domestic tourism, Kenya, Tourism demand, marketing communication channels, urban tourism

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