EFFECTS OF STRATEGIC BRAND AWARENESS AND CUSTOMER LOYALTY ON PERFORMANCE OF KENYA POWER AND LIGHTING COMPANY LIMITED
Amboko Alex Kuya - Masters of Business Administration (Strategic Management), Jomo Kenyatta University of Agriculture and Technology, Kenya
Prof. Gregory Namusonge - Lecturer, Department of Business Administration, School of Business, Jomo Kenyatta University of Agriculture and Technology, Kenya
ABSTRACT
The purpose of this study is to determine the relationship between strategic brand awareness, strategic customer loyalty and organizational performance. The objectives of the study are; examine the effect of strategic brand awareness on firm performance, and to evaluate the effect of strategic customer loyalty on firm performance. The study will apply a descriptive statistical approach. Stratified sampling technique was used to select the respondents, to be drawn from domestic customers, small and medium business customers and large power customers. Both Primary data and secondary data was used. Primary data was collected through structured and unstructured questionnaires. While secondary data was sought from literature review of industry, professional and other relevant publications. Individuals and key informants was appropriately identified to form another targeted respondents from which data was gathered through in-depth interview. Observation shall also be included in the method of data collection. With the assistance of the research aide, the researcher personally administered the research instruments to the targeted population. Clarification on the questionnaires required by the respondents was made by the researcher. The data obtained from the questionnaires was coded, organized, analysed using Statistical Package for Social Scientists (SPSS). Descriptive statistics and inferential statistics was explored to analyse data before presentation and interpretation.