School of Business and Economics
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Welcome to School of Business and Economics collection.This collection contains Journal articles published by faculty affiliated to the school.
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Item Relationship Marketing and Customer Loyalty in the Fast-Moving Consumer Goods (FMCG) Industry in Nairobi County(International Journal of Research and Scientific Innovation (IJRSI), 2025-08) Mulima, Raiton Sababe; Mbebe, James; Maore, StephenCustomer loyalty remains a major challenge for Fast-Moving Consumer Goods (FMCG) companies in Kenya. This study examined the influence of relationship marketing dimensions— trust, perceived value, switching cost, and empathy—on customer loyalty among FMCG firms in Nairobi County. Grounded on Social Exchange Theory, Relationship Marketing Theory, and Customer Relationship Management Theory, the study employed a descriptive research design. The target population comprised 794 marketing and public relations employees in 45 FMCG companies, with a stratified random sample of 267 respondents. Data were collected through self-administered questionnaires and analyzed using SPSS 24, applying both descriptive and inferential statistics at a 95% confidence level. Results revealed that trust (β = 0.595, p = 0.001), switching cost (β = 0.261, p = 0.001), perceived value (β = 0.210, p = 0.001), and empathy (β = 0.401, p = 0.001) had a positive and significant influence on customer loyalty. The study concludes that relationship marketing significantly enhances loyalty in FMCG companies. It recommends that firms uphold high product and service quality to maintain trust, leverage financial incentives to reduce switching tendencies, and train employees in empathy and communication to improve customer experiences. Regulators should also periodically review policies to strengthen FMCG competitiveness and customer retention in Nairobi CountyItem Relationship between Education Sponsorship and Brand Equity amongst Beverage Companies in Nairobi City County(INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS), 2024-03) Muchira, Gatana Michael; Maore, Stephen; Muriithi, SimonGlobal competition has called for companies to be more innovative in the way they position their brand to achieve a competitive edge. Therefore, companies have adopted more non-traditional ways to showcase their products each more audiences as possible, one of the innovative ways of marketing that have gained more attraction among corporate marketers is corporate sponsorship. Marketers have found corporate sponsorship to be more effective in creating brand awareness and re-shaping brand attitudes amongst prospective customers. The purpose of the current study was to investigate the relationship between corporate sponsorship and brand equity among beverage companies in Nairobi County. The specific objectives of the study were to establish the relationship between education sponsorship and brand equity amongst beverage companies in Nairobi City County. The study involved 237 public relations and marketing managers in 10 beverage companies sponsoring different education. Sampling for the study was conducted through a stratified random sampling technique. Data for the study was collected using questionnaires that were administered physically as well as online. Collected data was analyzed through descriptive and inferential analysis. Descriptive statistics included: mean, frequency, percentage, and standard deviation. Inferential analysis on the other hand included correlation as well as regression analysis. Education sponsorship and Brand Equity revealed a β = 0.254, t= 2.566, and a p-value of 0.012. The study concluded that education sponsorship had a positive and significant relationship with brand equity. Public relations managers and marketing managers need to identify needy and also bright students in society who are enrolled in schools by giving them scholarships to boost their corporate image.Item The Influence of Market Penetration Strategies on Market Share in the Hospitality Industry in Arusha, Tanzania(International Journal of Scientific Research and Management (IJSRM), 2022-07) Shah, Ushmi Rajan; Maore, Stephen; Nzioki, SusanOrganizations must implement competitive product-market strategies to secure their survival and sustainability in the marketplace. They must surpass competitors that follow other generic strategy types or those who are trapped in the middle. Although several investigations have been carried out in the tourist sector, none have been conducted on the marketing methods employed by Tanzanian tour firms. The purpose of the research was to see if companies are still using Igor Ansoff's product-market strategies to grow their market share. The main purpose of this study was to determine the impact of market penetration strategies on Arusha-based travel companies’ expansion of market share A survey research design was employed in the study, targeting marketing managers from tour companies in Arusha. To determine the sample size, the researchers utilized basic random sampling. The data was gathered from a sample of 44 people. The marketing managers were handed a questionnaire with 17 questions to complete. Quantitative techniques were used to analyze the information gathered. When the data was acquired, it was cleaned, coded, categorised, and sorted. Information was then computed both by computations of deductive and expressive nature. Results indicate that market penetration strategy (β = .732, p = .000<.05) significantly influences market share at 95% confidence level. The study therefore concludes that market penetration strategy significantly influences market share among tour companies in Arusha, Tanzania. It is recommended in addition to sustaining and improving current practices under the strategy, tour companies in the country ought to continue to embrace the market penetration strategy.Item Conflict management strategies and organizational performance (A survey of microfinance institutions in Nairobi)(IOSR Journal of Business and Management (IOSR-JBM), 2021-06) M’mbwanga, Maresi Maureen; Maore, Stephen; Were, ElizabethOrganizational conflict arises when and if employee thinks that their goals are under threat or are being hindered by the another person’s activities. Unresolved or poor handling of conflicts may lead to exit of some employees from the organization. The purpose of the study was to assess how conflict management strategies influence performance of Microfinance Institutions. The study was guided by the following specific objectives: To explore the influence of accommodating strategy on performance of Microfinance Institutions; To assess how dominating strategy affects performance of Microfinance Institutions; To determine the influence of compromise strategy on performance of Microfinance Institutions, and; To examine the influence of collaborating strategy on performance of Microfinance. The research study looked at the contingency theory, stakeholder theory and human relations management theory. The study employed descriptive survey research design. The study targeted 90 managers of MFIs that operate within Nairobi. A census method was adopted by the study. Questionnaires were used as the research instrument. The researcher confirmed validity of the instrument by discussing the questionnaire with research project supervisors who are experts in research. So as to confirm reliability of the instrument, the researcher did a pilot test. The questionnaires were administered using the method of drop and pick later. The gathered data information was coded and then analyzed by use of SPSS. In summary, the regression model showed: a significant inverse relationship between accommodating strategy and performance of MFIs in Nairobi; A significant positive relationship between dominating strategy and performance of MFIs in Nairobi; A significant negative relationship between compromise strategy and performance of MFIs in Nairobi, and; A significant direct relationship between collaborating strategy and performance of MFIs in Nairobi. The research concludes that: there existed an inverse relationship between accommodating strategy and performance of MFIs in Nairobi shown by coefficient value of -0.293 and significance value of 0.008; there exists a significant positive relationship between dominating strategy and performance of MFIs in Nairobi shown by coefficient of 0.694 and significance value of 0.000; There existed a negative correlation between compromise strategy and performance of MFIs in Nairobi shown by coefficient of -0.530 and significance value of 0.003, and; there was a direct relationship between collaborating strategy and performance of MFIs in Nairobi shown by coefficient of 1.121 and significance value of 0.000. The study recommended that: Managers should avoid using accommodating and compromise strategies unless it is very necessary, and; managers should always use dominating and collaborating strategies as they have direct relationship with organizational performance. For further studies, the study recommended that more research studies be done on: other financial institutions; nonfinancial institutions, and; publicly owned organizations. The findings of this study will be of benefit to various parties. These include managers of MFIs, managers of other related institutions and businesses, regulating bodies and researchers and scholars.