Determining the contributions of relationship marketing at Jomo Kenyatta Foundation in Kenya
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Date
2014-06-24
Authors
Wang’ombe, Wamoro Monica
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Abstract
The study determined the contributions of relationship marketing at Jomo Kenyatta
Foundation in Kenya. The independent variables were customer retention and loyalty,
customer satisfaction and customer service, trust and commitment. The dependent
variable was relationship marketing. The study adopted a descriptive design because it
allows researchers to gather information, summarize, present and interpret for the
purpose of clarification. The target population of the study comprised of all the 120 staff
in the Jomo Kenya Foundation who were 6 senior level management, 24 Middle level
management and 90 general staff members. The study used stratified random sampling to
select 36 (30% of 120 employees) from the target population which comprised of senior
level management, middle level management and general staff. These made up the strata.
The researcher then employed purposive sampling to select respondents who had
experience or knowledge about the relationship marketing. The respondents interviewed
were those known to be conversant, experienced and well informed on the subject. The
main tool of data collection for this study was questionnaires. The questionnaires were
administered using a drop and pick later method. The rational of the study utilized likert
scales. To establish the validity of the research instrument, the researcher assessed the
content validity of a measure by use of professional and experts in relationship
marketing. There were two types of data that the study utilized. These were primary data
and secondary data. Data collected was edited and coded using descriptive analysis
methods in order to get meaningful results from the questionnaires. Logical analysis was
done using tables, figures and percentages. The key findings showed that none of the
objectives gained over 39% thus relationship marketing is not part of JKF’s day to day
activities. The researcher suggested that a future study on relationship between
relationship marketing and performance at JKF could be carried.
Description
Department of Business Administration, 59p. 2014