Browsing by Author "Kinyua, Monica Wangari"

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    The Role of Relationship Marketing Strategies on Organizational Performance: A Case of Naivas Supermarket Limited in Nairobi, Kenya
    (Daystar University, School of Business and Economics, 2015-06) Kinyua, Monica Wangari
    Relationship marketing is critical in enhancing organizational performance since it has an impact on the financial performance of an organization such as sales growth, market share as well as the marketing performance in terms of customer loyalty, retention and trust (Sin, 2006). The purpose of this study was to determine the role of relationship marketing strategies on organizational performance employed by Naivas Supermarket. The objectives were to identify the relationship marketing strategies adopted at Naivas Supermarket, the impact of relationship marketing strategies on organizational performance and also the role of relationship marketing strategies on organizational performance. Theories and models such as trust-commitment model of relationship marketing and relationship marketing orientation concept was examined under the literature review. The target population for the study consisted of employees from 18 branches of Naivas supermarkets in Nairobi. Descriptive researcher adopted descriptive case research design, stratified and simple random sampling methods from each stratum were used to select the sample. Out of 65 questionnaires administered, a total of 41 filled questionnaires were returned. Majority of the respondents 63.4% (26) indicated that they had experience in the organizations of between 3-5 years. The main findings from the study were that, quality customer service was highly regarded in the supermarket and communication with customers as a marketing strategy was vital for the organizations performance. Through customer trust commitment the company aimed at building business relationship. Value offers also stimulated customer repurchasing activities and finally pricing was part of the relationship marketing strategies and price perception influenced customer satisfaction and trust. The study therefore recommends that supermarkets need to consistently develop and improve their relationship marketing strategies, and that there should be clear communication and training to all stakeholders so as to achieve best results out of relationship marketing strategies. It is also essential for individual supermarkets to have written operating policies on how to develop and implement relationship marketing strategies tied to well-conceived business plans and relationship management system.
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    The Role of Social Media in Increasing Internal Communication Efficiency in the Kenya Administration Police Service: A Case of Nairobi County
    (Daystar University, School of Communication, 2016-06) Kinyua, Monica Wangari
    The power of social media as a channel of communication cannot be over emphasized. Whereas social media is an important tool for accelerating stakeholder relationships within organisations, it is troubling that there is no specific priority given to officiate the use of social media in enhancing internal communication within the Administration Police Service. This study therefore attempted to explore the role of social media in increasing internal communication in the Administration Police Service. The main objective of this research paper was to determine the use of social media as a key communication tool in the APS with specific regards to extent of the use of the media as well as its usefulness in enhancing internal communication. A total of 3000 APS officers working in Nairobi County were targeted for the study. 10% of the officers were sampled using systematic sampling design. The study used descriptive research design to collect and analyse both quantitative and qualitative data. Quantitative data was analysed using SPSS. The study established that a majority of police officers (80%) had knowledge of use and accessed social media platforms through only for personal and non-official communication. This finding had been attributed to the regular warnings issued through circulars, letters and regulations on the use of social media. Thus, there was need for APS to consider establishing a digital oversight board that would oversee the use of social media, introduce training on use of social media within the service as well as consider conducting cost-benefit analysis to establish importance of social media for internal communication.