NDLI: Factors Influencing Customer Loyalty in Telecommunication Industry in Kenya

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Factors Influencing Customer Loyalty in Telecommunication Industry in Kenya

Content Provider	Semantic Scholar
Author	Kihara, Allan S. N. Kenyatta, Jomo Ngugi, Gordon Karanja
Copyright Year	2014
Abstract	Due to the increased competition in the telecommunication industry in Kenya today, many firms are finding it difficult to retain the existing customers and instead they have diverted attention to recruiting new customers rather than first retaining the existing ones. The research was a case study of Safaricom Ltd and the target population was from 70 postpaid customers in the seven retail centers within Nairobi. It also included 14 staff, 2 selected from each of the retail centers. The choice of these postpaid customers was based on the nature of contract they have signed with Safaricom. The study assumed a descriptive research design where questionnaires were used as the main tool of data collection which targeted mainly primary data, which was collected directly from the respondents and a systematic counterchecking of questionnaires after conclusion of the fieldwork was done. The study revealed that 69% of the respondents perceive service delivery as a factor affecting customer loyalty at Safaricom, 75% of the respondents indicated that there are switching barriers in Safaricom that bar them from migrating to the competitors, 75% of the respondents view Safaricom as customer focused and Safaricom Company is adequately protected by the government indicated by 71%.An increase in switching barriers and brand image would definitely increase in factors influencing customer loyalty in telecommunication industry while a decrease of service quality and value added service would increase in the factors influencing customer loyalty in telecommunication industry.
File Format	PDF HTM / HTML
Alternate Webpage(s)	http://www.ijsse.org/articles/ijsse_special_issue_2_14_29.pdf
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

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