Determination of the Extent to Which Marketing Concept Has Been Applied by Certification Bodies in Kenya

Abstract

This study was conducted to investigate the extent to which the marketing concept has been applied by certification bodies in Kenya. The researcher was motivated to carry this research owing to competition within the industry that forced international certification bodies to establish local offices in the country. The objectives of the study were to determine the extent to which the marketing concept has been applied by certification bodies in Kenya. To achieve the objectives, the researcher adopted a population study of selected firms. Data was collected by using questionnaire which was filled by certification personnel from each company. This being a census study, one certification personnel was picked from each firm. The reason why this category of personnel was picked was due to the fact that the certification personnel had insight information on tactical and strategic approach adopted by their companies. All, the aspects of service mix and their effects to service quality were further verified using statement questions which gave a clear picture of industry service delivery attributes. The data was analyzed using frequencies, percentages and mean score. The study found that certification bodies used service mix elements to a large extent and that the usage of service mix elements improves service quality delivery and the service mix elements are competitive tools in creating service positioning. This shows clear adoption of marketing concept. The results are reflective of a substantive application of service mix element by certification bodies in Kenya. These results agree with the theoretical assertion that technical services are rarely advertised and promoted. However, it can be argued that the average mean score were very close indicating that they were all important to service quality delivery. Similar results were reported on the importance service attributes sought by customers.