Effect of Relationship Marketing Orientation on Customer Loyalty in Mobile Telecommunications Service Provision in Nairobi, Kenya

Abstract

In the wake of increased competition, the Kenya mobile telecommunications market continues to undergo considerable changes. The mobile subscription, penetration and coverage continue to grow since 1999 when the first mobile operators started operating. The main focus for most companies in the present day competitive marketplace is on building long –term relationships that are mutually beneficial with customers which in turn lead to CL. The research objective was to determine the effect of RMO on CL in Nairobi's mobile telecommunications sector. Design utilized for study was descriptive cross-sectional survey, using all of the customers from Kenya's top five service providers as the study's population; namely Safaricom, Airtel Kenya, Telkom Kenya, Finserve (Equitel) and Jamii telecommunications. The study employed convenience sampling that saw all the 100 questionnaires filled thus indicating a 100% response rate. For the purpose of gathering data, the study used a structured questionnaire with a Likert scale. All the study variables formed the basis of structured questions where the 5-point scale with levels of agreement were used to seek respondents’ feedback. Both inferential and descriptive techniques were utilized in data analysis including frequencies, percentages, mean, standard deviation and multivariate linear regression test. After editing and codding data, it was be analyzed by the use of IBM SPSS Statistics version 29.0.0.0(241) and the same presented using tables. According to the study, CL is substantially impacted by reciprocity, shared values, empathy, communication bonding and, trust. Further to this, reciprocity and bonding are better predictors of customer loyalty.