dc.contributor.author | Murage, W. Paul | |
dc.date.accessioned | 2013-05-11T09:49:55Z | |
dc.date.available | 2013-05-11T09:49:55Z | |
dc.date.issued | 2002 | |
dc.identifier.citation | Masters of business administration | en |
dc.identifier.uri | http://erepository.uonbi.ac.ke:8080/xmlui/handle/123456789/21897 | |
dc.description.abstract | The Relationship Marketing concept is a philosophy of management that calls for
the development of integrated marketing programme that places emphasis on
creation of customer value for enhancement of customer relation. According to '-'
this concept, it is the marketer's for customer retention that leads to sustained
profitability.
The survey for the study reported here was done between 1st August and 26
September 2002. The study sought to identify the relationship marketing strategies
manufacturer use on industrial customers. The study also sought to measure the
extent of usage of relationship marketing strategies in enhancing brand loyalty of
industrial buyers.
The population of interest included all paint manufacturers in Nairobi. The
information in this study was collected using a structured questionnaire and
analyzed and presented using proportions and percentages. Sixteen executives
from various firms completed the questionnaire and provided the information used
in this report.
The fmdings of the study suggested though majority the paint industry executives
were not aware of the relationship-marketing concept most of the respondents
were aware of the different aspects of the concept and undertook these activities
particular the ones to do with customer orientation such as identifying customer
needs through research and also responding promptly to customer complains. The
respondents also indicated to having mechanism of identifying and keeping in
touch with their potentially loyal customers. There were various aspects whose
application was not so widespread.
Concerning the extent of usage of relationship marketing strategies in enhancing
brand loyalty of their customers. most of the respondents recognized their
importance and used reinforcing promotions for their best customers as a tool for
enhancing brand loyalty to their products.
The study was constrained by a non-response of some companies and hence it
could not be determined how these paint companies would have responded. Time
was insufficient for data collection hence the study may not have been sufficiently
intensive. Collecting data on self-reported beliefs, feelings and action tendencies is
quite dynamic and so the researcher may not have been given "true" responses.
In conclusion, it was found that executives the paint industry used various
relationship marketing strategies in marketing their products. They also undertook
these strategies to enhance their brands. | en |
dc.description.sponsorship | University of Nairobi | en |
dc.language.iso | en | en |
dc.title | The extent of usage of relationship marketing strategies to enhance -brand loyalty of industrial customers: the case of the paint industry | en |
dc.type | Thesis | en |
local.publisher | School of business,University of Nairobi | en |