Factors affecting brand loyalty in the priavte security industry in Kenya: a case of G4S security services (K) Limited

Abstract

Much of the previous research into the factors affecting brand loyalty in the private security industry mechanism has concentrated generally on developed countries. Not much known local study has focused on the factors affecting brand loyalty in the private security industry in Kenya. This study therefore sought to fill the existing research gap by carrying out a descriptive survey on the factors affecting brand loyalty in the private security industry in Kenya. The main purpose of the study was to investigate into the factors affecting brand loyalty in the private security industry in Kenya.

This research was conducted through a descriptive survey. The target population of this study was the Strategic Account Customers of G4S. The study focused particularly on the departmental staff of this Strategic Account Customers. This paper utilized an interview guide used in various previous research projects. This study collected quantitative data using a self-administered questionnaire. The response received was analysed by descriptive data. From the findings, the study established from the majority of respondents that the factors affecting brand loyalty in the private security industry are better resolved for performance to be effective in a very great extent.

The study further established that most of the respondents were in agreement that the factors affecting brand loyalty in the private security industry was comprehensive important measurement and mitigation method used for various organizations hence much important if effectively implemented and utilized. This study therefore recommends that in order to avoid many impediments, the G4S should make sure that its strategies are sufficient to enable administration and management prudence and getting them advice promptly.