Data-Driven Marketing Strategy and Loyalty of Online Food and Grocery Customers in Nairobi City County Kenya
Loading...
Date
2025-11-20
Journal Title
Journal ISSN
Volume Title
Publisher
Journal of Applied Humanities and Social Sciences
Abstract
his study assessed the influence of data-driven marketing strategies and customer loyalty on online food and grocery in Nairobi city county Kenya. The analysis established a statistically significant and positive relationship between the use of data-driven Marketing strategies and customer loyalty. Findings demonstrated that a unit increase in the application of such strategies leads to an estimated 0.384-unit rise in customer loyalty. As a result, the null hypothesis (H₀) was rejected, supporting the assertion that data-driven marketing has a meaningful influence on fostering loyalty. The study concluded that leveraging data-driven marketing enhances customer experiences through personalized communication, predictive engagement, and timely feedback mechanisms, thereby strengthening long-term consumer relationships. These insights carry important policy implications for regulators and industry stakeholders. Specifically, there is a need to integrate into the existing data protection policies an ethical framework to guide how to collects, processes, and utilizes customer data; ensuring transparency, accountability, and fairness. This is an extract from a PhD study on artificial intelligence-led marketing strategies and Loyalty of Online food and grocery customers in Nairobi City County, Kenya.
Description
Research Article
Keywords
Citation
Nyakado , J. O., Maina, S. ., & Murigi, E. . (2025). Data-Driven Marketing Strategy and Loyalty of Online Food and Grocery Customers in Nairobi City County Kenya. Journal of Applied Humanities and Social Sciences- ISSN 2791-1594, 4(1). https://doi.org/10.35942/jahss.v4i1.30