Advertising and Service Quality in the Mobile Phone Industry in Kenya
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Date
2019
Authors
Gakii, Annstellah
Murigi, Elishiba Muthoni
Journal Title
Journal ISSN
Volume Title
Publisher
International Peer Reviewed Journals and Books
Abstract
Purpose: The purpose of the study is to determining the effect of integrated marketing
communication on service quality in the Mobile Phone Industry in Kenya.
Methodology: The methodology employed a descriptive research design. This study focused on
1050 staffs from the marketing, ICT and customer service departments of the four mobile phone
network providers in Kenya. The study used stratified sampling method. The target population
has1050 staffs, therefore by use of Krejcie and Morgan’s method of determination of a sample
size the eventual sample size obtained was composed of 278 respondents. Primary data was
collected by means of a semi- structured questionnaire. Test-retest technique of reliability testing
was employed. The data collected was analysed using descriptive statistics (measures of central
tendency, regression and measures of variations) with the help of Statistical Package for Social
Sciences (SPSS) version 20 to achieve the objectives of the study. The findings were presented
using tables, frequencies and percentages.
Findings: The study found out that the calculated value was greater than the critical value
(4.561> 2.83) an indication that advertising, sales promotion, publicity and public relations all
have a significant effect on service quality. The significance value was less than 0.05 indicating
that the model was significant
Unique contribution to theory, practice and policy: The study recommended that future
studies should consider replication using different approach so as to incorporate other aspects of
advertising and service quality other than ones in the study
Description
An Article Published European Journal of Business and Strategic Management
Keywords
Service Quality, Integrated Marketing Communication, Advertising, Communication, Perceived Service, Expected Service, Service Performance