School of Business

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Browsing School of Business by Subject "Millennials"

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    Customer Enablers Influencing Toothpaste Brand Loyalty Among Millennials In Kenyan Private Universities
    (The Strategic Journal of Business & Change Management, 2023) Thaisaiyi, Zephania Opati; Gesimba, Paul; Njanja, Lily
    Consumer behavior is undergoing a gradual shift, moving away from frequent brand switching towards a loyalty-centered approach. While past research has individually investigated customer-enabling factors (customer switching costs, customer involvement, customer commitment, and customer relationship proneness) and their impact on brand loyalty, there exists a research gap on how these factors collectively influence brand loyalty among millennials. There is also scarce studies of African origin exploring CRP influence on loyalty. This study's primary objective was to explore customer enabling factors customers to influence brand loyalty concerning toothpaste among millennials attending private universities in Kenya. Previous research suggests that customer commitment, involvement, switching costs, and CRP influence brand loyalty to varying extents, sometimes displaying negative correlations. Through a descriptive research design, Social Exchange Theory was used to ground the study targeting a sample of 399 millennials enrolled at 19 chartered private universities in Kenya. A self-administered Likert scale questionnaire was distributed through a multi-stage sampling technique and data analyzed using Structural Equation Modeling and Confirmatory Factor Analysis via Maximum Likelihood method. Results revealed that customer commitment and switching costs influence is statistically significant on brand loyalty. Millennials are more likely to engage with a brand when the consumer-vendor-brand relationship is robust. Brand managers need to boost CRP and use relevant communication to boost commitment and involvement of millennials. They need to leverage switching costs by capitalizing on associated benefits these costs bring to customer to nurturing mutually beneficial long-term relationships. For future research, it was recommended to focus on the Generation Z cohort to investigate the impact of brand loyalty on non-convenience products.
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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