School of Business

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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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    Investment Management Structures: An Exploratory Review of Institutional Investors in Kenya.
    (International Journal of Economics, Business and Management Research, 2018) M’ariba, Rogers Kinoti
    This paper explores the investment management structures of institutional investors in Kenya. The investment management approach of three main categories of institutional investors with significant activity in the market, namely, unit trusts, retirement benefits funds and insurance companies is investigated. The choice of the investment management structure is a critical first step in the investment decision making process of an investor. Using desk top analysis of various reports and key informant telephone interviews, the research identifies two main investment management structures being used by these institutional investors. The study uses a random sample from among the entities in each category. In house investment management structure where part or the entire portfolio of assets is managed by internal teams was found to be in use by 20% of insurance companies. No unit trusts used this approach but one retirement benefits scheme was found to manage part of its assets internally. As a means to comply with regulations, virtually all retirement benefits funds used delegated investment management model. Delegation among pension funds took the form of separately managed accounts (SMA) and guaranteed funds. 80% of Insurance companies delegated investment management through SMAs. This paper recommends the relaxation of compliance based rules on investment management to allow fiduciaries exercise greater control and discretion in the selection of investment management approaches.
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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
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    Public Sector Development under the New Constitutional Dispensation in Kenya
    (Administratio Publico, 2019-12-04) Kinoti, Meru A.; Kinoti, M. W.
    This article sets out to investigate development-focused public leadership under the new Constitution of Kenya of 2010. The article aims to isolate development-focused public leadership on one hand, and shared national values and principles of good governance, as enshrined in the Constitution of 2010, on the other. The purpose of the article is to examine whether development-focused public leadership promotes national values and principles of good governance, as envisaged in the Constitution of Kenya of2010. The study empirically examines the interplay between these leader-ship foci, the eight factors advancing national values and the principles of good governance, as enshrined in the Constitution of Kenya of 2010.The article presents an overview of public leadership for development in Kenya, along with the research question and hypothesis. Hereafter, research method and data collection methods are presented. Both qualitative and quantitative data sources were deployed for the study. This is followed by the findings and discussion of the empirical studies. In conclusion, the implications of the studies on public leadership for development in Kenya are explored.