The influence of corporate culture maintenance on Customer satisfaction a case of new kenya cooperative creameries (kcc)

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dc.contributor.authorBoro, Maryann Nyambura
dc.date.accessioned2022-03-30T08:07:40Z
dc.date.available2022-03-30T08:07:40Z
dc.date.issued2021-10
dc.descriptionMaster of arts In communicationen_US
dc.description.abstractThe purpose of this study was to investigate how corporate culture maintenance influences customer satisfaction at New Kenya Cooperative Creameries (New KCC). The study objectives were to establish the nature of corporate culture maintenance, determine the extent of customer satisfaction, establish relationship between customer satisfaction and maintenance of a corporate culture, and determine other factors that influence customer satisfaction in New KCC. The study applied the descriptive research survey design with a target population of 1200 customers and 75 managers based at the head office. The study collected both qualitative and quantitative data through a questionnaire. The qualitative data was analysed using translation and thematic analysis, while the quantitative data was analysed using descriptive statistics. The average mean score of corporate culture maintenance at New KCC was established to be 3.50 and 3.29 according to the managerial and customer respondents, respectively, implying a moderate extent. Overall, on customer satisfaction, 35% of the respondents indicated a large extent, 30% a small extent, 25% a very small extent, while only 10% stated a large extent. The findings of the regression analysis further revealed a coefficient of determination R square of 0.554, which implies that 55.4% of changes in the customer satisfaction are explained by the studied factors. The study also found out other six factors that influence customer satisfaction, namely previous experience, complaint handling, employee attitude, personal needs, marketing communications, and level of the involvement in the purchase. One of the study’s recommendations is that organizations need to strengthen the set of principles governing their corporate cultures. Further studies can be conducted investigating the challenges affecting corporate culture maintenance as well as other factors affecting the satisfaction of customers.en_US
dc.description.sponsorshipSchool of Communication of Daystar Universityen_US
dc.identifier.citationBoro, M.N. (2021, October )The influence of corporate culture maintenance on Customer satisfaction a case of new kenya cooperative creameries (kcc).Daystar University, School of Communication; Nairobi.en_US
dc.identifier.urihttps://repository.daystar.ac.ke/handle/123456789/3904
dc.language.isoenen_US
dc.publisherDaystar University, School of Communicationen_US
dc.subjectcorporateen_US
dc.subjectcultureen_US
dc.subjectCustomeren_US
dc.subjectkenyaen_US
dc.subjectcooperativeen_US
dc.subjectcreameriesen_US
dc.titleThe influence of corporate culture maintenance on Customer satisfaction a case of new kenya cooperative creameries (kcc)en_US
dc.typeThesisen_US

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