| dc.description.abstract | The study sought to establish the influence of co-branding on customer perception: a case of
M-Kesho customers in Kariobangi area. It was guided by two objectives which are; to
establish whether co-branding influence customer satisfaction and to determine the influence
of co-branding on perception of customers of M-Kesho product.
The Literature review focused on, the concept co-branding, importance of co-branding,
concept of perception, brand perception, perceived price fairness, perceived service quality
and customer loyalty.
The study applied the descriptive design; Target population included all the 12,332 customers
of M-Kesho in the formal and informal small and medium business within Kariobangi Light
Industries area and its environs. The sample size constituted 100 M-Kesho customers in the
SME sector in Kariobangi Light Industries area and its environs who were randomly sampled.
The study also revealed that 70% of the respondents were members of M-Pesa before joining
the M-Kesho product. Through probing the respondents asserted that they joined M-Kesho
under the influence availability of the M-Kesho product which was accessible, convenient in
relation to sending money, convenience of banking services like withdrawing or depositing
money as well as the ability of the customers to access loan and insurance services through
the M-Kesho product.
In view of the research findings, the study recommends that more M-Kesho products outlets
should be availed to the customers to encourage use of the facility. The study also
recommends that there is there is need to create awareness of the product to the customers
through marketing and unpacking the product to the customers, this will make more
customers even those with primary level of education easily use the product without
complications. In order to improve the quality of the already existing products hence
attracting more customers to the products leading to higher profits to the companies involved,
the study recommends introduction of more co-branded products.
The study also recommends that the co-branded products should be reliable in the sense that
one can use the facility at any time without delays. This ensures that customers have a
positive perception on the product and also customers are more satisfied by such products. | en |
