The Effects of Marketing Strategies on Customer Satisfaction in a Price Controlled Environment: Case of Gulf Energy Limited, Nairobi, Kenya

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dc.contributor.authorKheseli, Konzolo Morreine
dc.date.accessioned2024-10-14T08:25:29Z
dc.date.available2024-10-14T08:25:29Z
dc.date.issued2015-04
dc.descriptionMASTER OF BUSINESS ADMINISTRATION in Strategic Management & Marketing
dc.description.abstractThe purpose of this study was to address the effects of marketing strategies on customer satisfaction in a price controlled environment. It is however difficult to assess the impact of oil price control in Kenya as minimal research exists. This is because most researches that exist have been carried out in the developed world and their findings cannot be applied in Kenya adequately. The aim of the research was to establish the effects of marketing strategies on customer satisfaction in a price controlled environment. The study adopted an exploratory approach using a descriptive survey design, which ensured ease in understanding the insight and ideas about the problem. The main instrument for data collection was a semi-structured questionnaire. Descriptive statistics was used to portray the sets of categories formed from the data. The results of this study would provide more insights on the effect of price controls and inform decision makers in the oil marketing companies on customers’ retention strategies. Gulf Energy Ltd implemented the various marketing strategies to cope with this price control as well as enhance customer satisfaction. The study found out that marketing strategies had led to increased customer loyalty, referral by the customers, brand preference and repeat sales. High quality products and quality services were seen to be the most effective marketing strategies in enhancing customer satisfaction. Diversification was the other marketing strategy employed to deal with a price controlled environment. The majority of the customers agreed that quality products was the most effective in enhancing customer satisfaction and product development and diversification strategy were used to cope with the price controlled environment.
dc.description.sponsorshipDaystar University, School of Business and Economics
dc.identifier.citationKheseli, K. M. (2015). The Effects of Marketing Strategies on Customer Satisfaction in a Price Controlled Environment: Case of Gulf Energy Limited, Nairobi, Kenya. Daystar University, School of Business and Economics
dc.identifier.urihttps://repository.daystar.ac.ke/handle/123456789/5421
dc.language.isoen
dc.publisherDaystar University, School of Business and Economics
dc.subjectmarketing strategies
dc.subjectcustomer satisfaction
dc.subjectprice controlled environment
dc.titleThe Effects of Marketing Strategies on Customer Satisfaction in a Price Controlled Environment: Case of Gulf Energy Limited, Nairobi, Kenya
dc.typeThesis

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