Data-Driven Marketing Strategy and Loyalty of Online Food and Grocery Customers in Nairobi City County Kenya
| dc.contributor.author | Nyakado, Job Ochieng | |
| dc.contributor.author | Maina, Samuel | |
| dc.contributor.author | Murigi, Elishiba | |
| dc.date.accessioned | 2026-01-08T07:11:21Z | |
| dc.date.available | 2026-01-08T07:11:21Z | |
| dc.date.issued | 2025-11-20 | |
| dc.description | Research Article | |
| dc.description.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. | |
| dc.identifier.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 | |
| dc.identifier.issn | 2791-1594 | |
| dc.identifier.uri | https://ir-library.ku.ac.ke/handle/123456789/32008 | |
| dc.language.iso | en | |
| dc.publisher | Journal of Applied Humanities and Social Sciences | |
| dc.title | Data-Driven Marketing Strategy and Loyalty of Online Food and Grocery Customers in Nairobi City County Kenya | |
| dc.type | Article |