Journal Articles
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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 The Nexus between Customer Relationship Management Strategy and Customer Loyalty in The Star Rated Hotels in Kenya(International Journal of Economics, Commerce and Management, 2021-09) Ndunda, Ann Muthoni; Moguche, Abel Matara; Rintari, Nancy GacheriThe aim of the study was to determine the nexus between customer relationship management strategy and customer loyalty of star rated hotels in Kenya. Precisely, the study assessed the influence of customer orientation strategy and service quality management strategy on customer loyalty. Resource based view theory anchored the research. The cross-sectional descriptive research design was adopted where a sample size of 140 respondents out of which 91.4 percent responded. Self-administered questionnaires were used in data collection. Descriptive statistics and binary Logistic Regression were used to analyze data and make conclusion. The P value for all the independent variable was less than 5 percent, thus, it was concluded that customer orientation strategy and service quality management strategy are statistically significant in prediction of customer loyalty in star rated hotels in Kenya. it was further recommended that; the top-level management need to promote a culture that is customer centered where their staff have more energy directed towards fulfilling the client needs. The star rated hotel customer service department need to conduct regular follow ups on the offered services. The star rated hotels should offer a clean and organized platform so as to improve customer loyalty