Customer Loyalty and Firm Performance: An In-depth Analysis of the Edible Oils Manufacturing Firms.

The study sought to analyze the effect of customer loyalty on the performance of edible oil manufacturing firms in Kenya. The constructs of customer loyalty included: repurchase, positive word of mouth, recommendations, and commitment to the brand while firm performance was measured using sales volu...

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Main Authors: Mwazuna, Alice Ngele, Tibbs, Charles Yugi, Museve, Elijah, Asiimwe, Judith Bijurenda
Format: Article
Language:English
Published: Kabale University 2024
Subjects:
Online Access:http://hdl.handle.net/20.500.12493/2114
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author Mwazuna, Alice Ngele
Tibbs, Charles Yugi
Museve, Elijah
Asiimwe, Judith Bijurenda
author_facet Mwazuna, Alice Ngele
Tibbs, Charles Yugi
Museve, Elijah
Asiimwe, Judith Bijurenda
author_sort Mwazuna, Alice Ngele
collection KAB-DR
description The study sought to analyze the effect of customer loyalty on the performance of edible oil manufacturing firms in Kenya. The constructs of customer loyalty included: repurchase, positive word of mouth, recommendations, and commitment to the brand while firm performance was measured using sales volume. The study adopted a causal research design and was underpinned by the customer loyalty business model. The target population was 535,840 which included 104 employees from the marketing departments of the three firms and 535,736 households from the middle-class estates in Nairobi the Yamane 1967 formula was used to get a sample size of 504 respondents and data was collected using a structured questionnaire and document analysis guide. Data was analyzed using descriptive statistics, linear regression, and correlation analysis and results were presented using tables. The findings revealed a positive and significant effect of customer loyalty on firm performance. The study concluded that all the aspects of Customer Loyalty as depicted by repurchase, positive word of mouth, recommendation, and commitment to the brand had a positive and significant effect on the performance of the edible oil manufacturing firms. The study, therefore, recommended that for firms to improve their performance and compete effectively in the market, they should strive to acquire and maintain loyal customers.
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language English
publishDate 2024
publisher Kabale University
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spelling oai:idr.kab.ac.ug:20.500.12493-21142024-08-01T00:02:53Z Customer Loyalty and Firm Performance: An In-depth Analysis of the Edible Oils Manufacturing Firms. Mwazuna, Alice Ngele Tibbs, Charles Yugi Museve, Elijah Asiimwe, Judith Bijurenda Customer Loyalty Repurchase Positive Word Recommendation Commitment Brand Firm Performance The study sought to analyze the effect of customer loyalty on the performance of edible oil manufacturing firms in Kenya. The constructs of customer loyalty included: repurchase, positive word of mouth, recommendations, and commitment to the brand while firm performance was measured using sales volume. The study adopted a causal research design and was underpinned by the customer loyalty business model. The target population was 535,840 which included 104 employees from the marketing departments of the three firms and 535,736 households from the middle-class estates in Nairobi the Yamane 1967 formula was used to get a sample size of 504 respondents and data was collected using a structured questionnaire and document analysis guide. Data was analyzed using descriptive statistics, linear regression, and correlation analysis and results were presented using tables. The findings revealed a positive and significant effect of customer loyalty on firm performance. The study concluded that all the aspects of Customer Loyalty as depicted by repurchase, positive word of mouth, recommendation, and commitment to the brand had a positive and significant effect on the performance of the edible oil manufacturing firms. The study, therefore, recommended that for firms to improve their performance and compete effectively in the market, they should strive to acquire and maintain loyal customers. 2024-07-03T06:35:46Z 2024-07-03T06:35:46Z 2024 Article Mwazuna, A. N. et al. (2024). Customer Loyalty and Firm Performance: An In-depth Analysis of the Edible Oils Manufacturing Firms. Kabale: Kabale University. http://hdl.handle.net/20.500.12493/2114 en application/pdf Kabale University
spellingShingle Customer Loyalty
Repurchase
Positive Word
Recommendation
Commitment
Brand
Firm Performance
Mwazuna, Alice Ngele
Tibbs, Charles Yugi
Museve, Elijah
Asiimwe, Judith Bijurenda
Customer Loyalty and Firm Performance: An In-depth Analysis of the Edible Oils Manufacturing Firms.
title Customer Loyalty and Firm Performance: An In-depth Analysis of the Edible Oils Manufacturing Firms.
title_full Customer Loyalty and Firm Performance: An In-depth Analysis of the Edible Oils Manufacturing Firms.
title_fullStr Customer Loyalty and Firm Performance: An In-depth Analysis of the Edible Oils Manufacturing Firms.
title_full_unstemmed Customer Loyalty and Firm Performance: An In-depth Analysis of the Edible Oils Manufacturing Firms.
title_short Customer Loyalty and Firm Performance: An In-depth Analysis of the Edible Oils Manufacturing Firms.
title_sort customer loyalty and firm performance an in depth analysis of the edible oils manufacturing firms
topic Customer Loyalty
Repurchase
Positive Word
Recommendation
Commitment
Brand
Firm Performance
url http://hdl.handle.net/20.500.12493/2114
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AT tibbscharlesyugi customerloyaltyandfirmperformanceanindepthanalysisoftheedibleoilsmanufacturingfirms
AT museveelijah customerloyaltyandfirmperformanceanindepthanalysisoftheedibleoilsmanufacturingfirms
AT asiimwejudithbijurenda customerloyaltyandfirmperformanceanindepthanalysisoftheedibleoilsmanufacturingfirms