School of Business

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Browsing School of Business by Subject "Customer Dispositions"

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    Kenyan Millennials’ Socialization effect on Customer Dispositions and Customer Enablers on Brand Loyalty
    (African Multidisciplinary Journal of Research (AMJR), 2024-05-20) Thaisaiyi, Zephania Opati ; Gesimba, Paul; Njanja, Lily
    As millennials increasingly turn to online platforms for brand purchases, even for low-involvement products, the pivotal role of social media in strengthening brand loyalty becomes evident. While prior research has explored customer dispositions and enabling factors in relation to brand loyalty, the impact of consumer socialization has been largely overlooked. This study investigates the moderating influence of consumer socialization on the connection between customer dispositions, enabling factors, and brand loyalty. Existing studies have established that customer attitudes and enabling factors shape brand loyalty, but there is limited research focusing on the consumer socialization of local millennials. Grounded in generational theory, the research targeted 399 respondents aged between 23 and 43. Employing a multi-stage sampling process, a self-report questionnaire, utilizing a Likert scale, was employed, and data analysis involved Hierarchical Structural Equation Regression Analysis and Hayes PROCESS. Findings reveal that millennials exhibit loyalty to brands that offer lower associated risks, establish positive emotional connections, and cater to their specific needs. Customer dispositions demonstrated significant relationships with brand trust, brand impact, and brand relevance at a significance level of 0.05. Moreover, customer enablers, customer switching costs, and customer commitment showed statistical significance at the 0.05 level. Consumer socialization was found to moderately connect customer attitudes, enablers, and toothpaste brand loyalty among millennials at the 0.05 significance level. Millennials value brands that demonstrate commitment to customers but have high switching costs. Additionally, millennials maintain limited brand-related relationships due to a limited interest in forming personal connections. Brand managers can formulate strategies aimed at cultivating brand affinity, trustworthiness, and relevance, as millennials place great emphasis on commitment and are deterred by high switching expenses. Future research should comprehensively assess the role of social media in shaping millennials' brand loyalty.
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    Millennials' Customer Dispositions Influencing Toothpaste Brand Loyalty Among University Students in Kenyan Private Universities
    (African Multidisciplinary Journal of Research (AMJR), 2024-05-13) Thaisaiyi, Zephania Opati; Gesimba, Paul; Njanja, Lily
    Consumer attitudes play a crucial role in steering behavioral adoption, forming the essence of human behavior. Attitudes toward brand loyalty, particularly for low-involvement products like toothpaste, reveals a diverse spectrum of responses, encompassing both positive and negative findings. Given the disparities across generations, this study delves into whether there has been a shift in millennials' attitudes. This inquiry arises against the backdrop of diminished toothpaste sales due to weakened economic purchasing power in Kenya, evident in extensive promotional efforts by toothpaste brands. The study explores six dispositional factors influencing brand loyalty: brand affect, trust, relevance, satisfaction, perceived quality, and brand loyalty. While prior research has examined these factors individually, this study uniquely views them as dispositional factors projected by consumers onto a brand to influence loyalty. Grounded in the Psychology of Attitudes theory, the study adopts adescriptive research design. It targets 399 millennials in chartered private universities in Kenya, employing a multi-stage sampling method and a self-administered Likert scale questionnaire. Structural Equation Modeling Regression Analysis are employed to analyze the data. The research concludes that customer dispositions play a pivotal role in shaping brand loyalty, encompassing all six identified factors among millennials in Kenya. Notably, an increase in brand perceived quality reduced brand relevance. Brand managers are encouraged to utilize innovative and compelling emotional messages in their marketing strategies to mitigate perceived risks and maximize benefits, ultimately fostering trust. They should offer specialized toothpaste tailored to specific needs and enhance the perceived quality of the product. Future research endeavors should explore whether similar findings apply to the Generation Z cohort, particularly concerning non-convenience products