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Factors That Influence Customer Loyalty In Retail Businesses

1020 words - 5 pages

FACTORS THAT INFLUENCE CUSTOMER LOYALTY IN RETAIL BUSINESSES IN KERICHO COUNTY

(A Case Study of Mutai Wholesalers Limited)

BY
PHILIP KIPRONO KEMEI

ADM.NO. 2574/11

A RESEARCH PROPOSAL SUBMITTED TO THE SCHOOL OF BUSINESS AND ECONOMICS IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE AWARD OF BACHELOR OF BUSINESS MANAGEMENT OF MOI UNIVERSITY.

8TH MARCH 2012

DECLARATION

This Project study is my original work and has not been presented to any other examination body. No part of this work should be reproduced without my consent or that of Moi University.

Signature………………………………………………

Date…………………………………..

Name: PHILIP ...view middle of the document...

There is immense interest therefore driving the researcher to wanting to investigate how Mutai Wholesalers Limited has succeeded in sector that other players were not able to conduct business. The researcher sought to investigate how Mutai Wholesalers Limited has managed its marketing decisions in the areas of services and stores atmosphere and their contribution to a stable customer loyalty. However during the study the researcher is expected to encounter various limitations including: lack of vital data and information and sufficient financial resources. This therefore will limit the researcher to its two branches in Kericho and Bomet. Questionnaires and interviews will be the research tools to be adopted by the research. On analysis of data it was discovered that availability of good service and presence of good services and strategic convenient location of a store have enormous contribution and influence to customer loyalty. It was also found out that a serious company must aim at maintaining highest levels of customer loyalty. Not only is it cheaper but also profitable. The findings of this study will immensely benefit Mutai Wholesalers Limited in consolidating its gains. Other players would also benefit from this study by learning where they go wrong. This study will also provide scientific evidence for a cause-effect relationship between services and store atmosphere on customer loyalty. Through this study, there will be support for the use of this marketing decision strategy and offer recommendations on how it can be harnessed or improved to achieve optimum results. This study analyzes and recommends appropriate aspects of the services and stores atmosphere marketing strategy that form powerful combinations to developing and enhancing loyalty. The findings of this study comprehensively examine the success story that is Mutai Wholesalers Limited vis-à-vis its competitors in relation to the variables in question. This therefore reinforces an entry point to retail businesses in the county on the need to adopt this strategy and the effects associated with it. This study has critically analyzed the role played by customer satisfaction either in terms of service and or welcoming and interesting surrounding in securing and maintaining customer loyalty. The study concludes by affirming that customers do not just walk into a store to pick-pay-and-go.

TABLE OF CONTENTS

DECLARATION …………………………………………………………………………... ii
DEDICATION ……………………………………………………………………………... iii
ACKNOWLEDGEMENT …………………………………………………………………. iv
TABLE OF CONTENTS ………………………………………………………………….. vi
ABSTRACT………………………………………………………………………………… v
LIST OF FIGURES……………………………..…………………………………………. viii
DEFINITION OF TERMS ………………………………………………………………….ix
ABBREVIATIONS AND ACRONYMS…………………………………………………... x

CHAPTER ONE

INTRODUCTION

1.1 Background …………………………………………………………………………1
1.2 Statement of the Problem …………………………………………………………...3
1.3 Objectives of the Study...

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