dc.contributor.author | Bwire, Zacharia W | |
dc.date.accessioned | 2017-01-06T05:38:57Z | |
dc.date.available | 2017-01-06T05:38:57Z | |
dc.date.issued | 2016 | |
dc.identifier.uri | http://hdl.handle.net/11295/99346 | |
dc.description.abstract | Loyalty programs serve a great purpose in most organizations across the world. To
achieve constant sales a firm has to maintain and sustain a good relationship with its
customers. Loyalty programs are intended to recognize loyal customers and motivate
them thereby creating a culture of continuously buying the products and services. The
study sought to determine the effect of loyalty programmes on financial performance
of mobile telecommunication firms in Kenya. The study employed a descriptive
research design to find out the linkage between the variables. The population involved
three mobile Telecommunication firms in Kenya namely: Safaricom Limited, Airtel
and Telkom Kenya Limited. The study used secondary data that was extracted from
annual reports of these firms for a period of five years (2010-2014). Data was
analyzed using descriptive statistics and inferential statistics. The study found that
corporate loyalty spent, individual loyalty spent, and logarithm of assets and net assets
were positively related to financial performance of Telecommunication firms in
Kenya. Telecommunication firms should institute a loyalty program to attract more
customers and to make them feel valued. The more a customer feels appreciated by a
business, the more he or she is likely to support that company and refer it to others. It
is recommended that a related research study should be executed on the effect of
loyalty programmes on the financial performance of other firms such as commercial
banks that face stiff competition. Then, a comparison of findings can be made upon
which conclusive results can be drawn. | en_US |
dc.language.iso | en | en_US |
dc.publisher | University of Nairobi | en_US |
dc.rights | Attribution-NonCommercial-NoDerivs 3.0 United States | * |
dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/us/ | * |
dc.title | The Effect of Loyalty Programmes on Financial Performance of Mobile Telecommunication Firms in Kenya | en_US |
dc.type | Thesis | en_US |