Survey of consumer brand loyalty in the mobile telephony industry in Kenya
The modern business environment is characterized by turbulence and cutthroat competition. The turbulence and competition is spurred by globalization, technological change, more demanding customers and higher levels of uncertainty have made management of organizations more challenging than before. To survive, organizations require innovative strategies to reduce costs and improve performance. In this search companies supply chains are examined on a continual basis for opportunities to create the competitive edge required to make businesses successful. One of the strategies that have been adopted is the consumer brand loyalty. Brand loyalty is becoming increasingly important due to its core element status in company strategy and management and also to its financial significance when quantifying intangible assets. The main objective of this study was to identify the factors that influence consumer brand loyalty in the mobile telephone industry among the subscribers in Kenya. The study employed the cross sectional survey design. Data was collected from a sample of mobile telephone subscribers in four a major towns in Kenya. The findings indicated that the factors affecting customer loyalty in the mobile telephony industry include customer satisfaction, availability of value added services like money transfer services, and affordability of the service. Others included quality of the service, network coverage and influence of friends. The study recommended that if mobile telephone providers are to gain and retain customers , Management must ensure that customers are always delighted and satisfied with the service they receive, ensure that the service is affordable .They should also lay more emphasis on value added services like the mobile money transfer services. The finding of this study has implications for mobile telephone providers‟ managers to develop their customer loyalty programmes. Considering the uniqueness of mobile phones communication in shaping the economy, it is of paramount importance to ensure that customer will have repeat transaction behaviors.