Marketing concept strategy and satisfaction of Safaricom subscribers in Nairobi, Kenya

Abstract

The main objective of this study was to determine the influence of marketing concept strategy on satisfaction of Safaricom subscribers in Nairobi, Kenya. The study adopted a descriptive cross sectional survey and used cluster sampling technique to obtain 384 respondents, out of which 346 returned properly filled questionnaires that were found usable for the survey. Two dimensions of marketing concept, that is, customer orientation and inter-functional coordination formed the independent variables for the study and were measured on a five point Likert scale with a rating ranging from strongly disagree (1) to strongly agree (5). The treatment of customer satisfaction in this study is in line with the overall or cumulative satisfaction, as well as satisfaction with other facets of the marketing concept. Study findings suggest that the adoption of marketing concept strategy significantly and positively influences customer satisfaction, thereby adducing more evidence to similar assertions by previous studies. These findings hold implication for practitioners, in that in order to increase the satisfaction of their customers, they need to increase the levels of marketing concept practice in their operations. The study also recommends that marketing oriented organizations should explore ways of increasing interdepartmental coordination in order to facilitate sharing of market intelligence and thus allow organization wide responsiveness to it. This is observed to be an impetus for marketing concept strategy to yield the desired results of increasing customer satisfaction.