Browsing by Author "Owino, Edward"

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Antecedents of Brand Loyalty in Leading Supermarket Chains in Kenya: The Mediating Role of Customer Satisfaction
(International Institute for Science, Technology, and Education, 2017) Muturi, Francis M; Omwenga, Jane; Owino, Edward
The purpose of the study was to establish the extent to which customer satisfaction mediates the relationship between service quality, brand image, customer perceived value with brand loyalty in leading supermarket chains in Kenya. The population of interest comprised of customers of supermarkets in Kenya. A supermarket store sample of 30 stores from Nairobi and Nakuru counties was picked at random from the list of the stores of the four main supermarkets (Nakumatt, Uchumi, Naivas & Tusky’s). A sample of 384 customer respondents was interviewed. The study used multiple linear regression analysis in a four step process which established that customer satisfaction significantly affects brand loyalty. The study also shows that customer satisfaction fully mediates the relationship between service quality, brand image, customer perceived value with brand loyalty in leading supermarkets in Kenya. The dimensions of brand Image, service quality and customer perceived value dimensions are antecedent to brand loyalty and are a significant marketing tool for retail stores that wish to enhance the customers repurchase intention and the intention to recommend. A higher level of customer satisfaction leads to brand loyalty which is paramount to being competitive in the marketplace. The study recommends that supermarkets must strive towards increasing customer satisfaction with a view of enhancing brand loyalty and market share retention.
Business shared services model as a catalyst of cost reduction in East African Breweries Limited
(Future X Journal, 2023) Nyakundi, Nicholas; Owino, Edward
The business shared services model (BSSM) seeks to integrate service delivery between the headquarters and subsidiaries for the general good. In this paper, the role of BSSM as a catalyst of cost reduction in a manufacturing firm was explored. The predictive power of human resource shared services, finance shared services, logistic shared services, and customer shared services on cost reduction in East African Breweries Limited (EABL) was determined. Using a sample survey of 149 employees, it was established that a BSSM is a positive catalyst of cost reduction in the manufacturing sector in EABL. Adoption of BSSM fosters a distinct culture of collaboration resulting in efficacy in logistics services delivery.
Digital Marketing Strategy and Consumer Purchase Intention
(Future X Journal, 2023) Awuor, Teresia; Owino, Edward; Ntara, Caroline
The emergence of the electronic marketplace has redefined marketing practices. Today, competitiveness is defined by a firm’s experience in being tech savvy. Leveraging digital marketing tools is an antecedent to influencing consumer purchase intentions and is gaining traction in many industries. In the face of these developments, limited evidence exists on the adoption and use of technology in the motor vehicle industry. Global trends point to the existence of volatility in the sales of vehicles, hence the need for examining the probable nexus between digital marketing tools and consumer purchase intention in the motor vehicle industry in Kenya. Specifically, the study sought to establish the effect of social media marketing, website marketing and search engine optimization on consumer purchase intention. Anchoring on the unified theory of acceptance and use of technology, theory of reasoned action and the technology acceptance model, the study demonstrates the application of these theories in influencing consumer purchase intention. Guided by a cross-sectional survey design, the study targeted 197 registered motor dealers in Nairobi City County. Researchers used a simple random sampling to select 131 respondents. A structured research instrument was 139 Digital Marketing Strategy and Consumer Purchase Intention. Awuor, T., Owino, E. & Ntara, C. (2023). Future X Journal 1(2), 139-157. Introduction The transition of buyers from the physical market space to the electronic market space (e- market) requires modern firms to shift from being brick-and-mortar organisations to being either pure-play entities or click-and-mortar organisations. As time passes, new technologies are emerging to supplement or substitute business roles more efficiently and expediently. Marketing is one of the most transformed business functions, with more companies integrating digital technologies into their daily operations, especially following the Covid-19 pandemic (Chouhan & Singh, 2021). Digital technologies have transformed marketing communication and how customers interact with their favourite brands (Fawzeea et al., 2019). The motor vehicle industry is one of the most concentrated industries in the world, with few registered companies fiercely competing in the same market (Khisa & Kariuki, 2022). According to Al- Kanaani et al. (2021), the vehicle production rate far exceeds purchase capacity in developing nations, and motor industry firms must integrate new marketing technologies to remain competitive. deployed in data collection and the survey monkey technique was applied to complement the process. A pilot test of the instrument was done, and its validity and reliability were confirmed. A mean scores analysis shows that automobile firms have embraced the use of digital marketing to a great extent. Exploratory factor analysis decomposed the study variables into a three- factor structure. The factors were regressed against the predicted variable and the first two factors had a positive and significant effect while the third factor had a significant but negative effect on the predicted variable. It was deduced that digital marketing tools significantly affected consumer purchase intention; therefore, players in the auto mobile industry should swiftly embrace and invest in digital marketing technologies to excel in the e- market space.
Effect Of Intangible Resources On Firm’s Competitive Advantage In The Telecommunication Industry In Kenya
(2023) Ndirangu, Amos M; Owino, Edward
The study sought to determine the effect of intangible resources on a firm’s competitive advantage in the telecommunications industry in Kenya. The specific objectives were to evaluate the influence of intellectual property, goodwill, intellectual capital as well as corporate culture on the competitive advantage of telecommunication firms in Kenya. The study utilized an explanatory research design. The study focused on four telecommunication companies in Kenya, which included Safaricom, Airtel, Finserve, and Telkom. The target population was therefore 153 staff working in enterprise business, finance, human resource, and corporate affairs departments in telecommunication companies in Kenya. Slovin's Formula was employed to determine the sample size. This study used stratified random sampling in the selection of the sample size from the target population. The study used primary data, which was collected by the use of semi-structured questionnaires. A pilot test was conducted to test the validity and reliability of the research instrument. The semi-structured questionnaire produced both quantitative and qualitative data. The qualitative data were analyzed using content analysis, and the findings were presented in a narrative form. With the help of SPSS version 24, quantitative data was analyzed using descriptive and inferential statistics. Descriptive statistics comprised of frequency distribution, mean, percentages, and standard deviation. Inferential statistics including correlation as well as multivariate regression analysis then followed. Tables and figures (bar charts as well as pie charts) were employed to present the results. The study found that intellectual property has a positive and significant effect on the competitive advantage of Kenya's telecommunications industry. Moreover, the study found that goodwill has a positive and significant effect on the competitive advantage of Kenya's telecommunications industry. Further, the study found that intellectual capital has a positive and significant effect on the competitive advantage of Kenya's telecommunications industry. The study also found that corporate culture has a positive and significant effect on the competitive advantage of Kenya's telecommunications industry. This study, therefore, recommends that the management of Kenya's telecommunications industry should motivate the employees by rewarding them, acknowledging their achievements, sharing positive feedback, offering flexible scheduling, and providing a conducive working environment to help strengthen the competitive advantage of the organizations. In addition, the management should strive towards recruiting as well as grooming the best team as well as enhance the employees’ skills by conducting regular training, coaching, mentorship, and workshops to get a competitive advantage in the organization. The management should also invest in their employees through promotion, involving employees in writing a mission statement, conducting training programs, motivating the employees through rewards, and creating a feedback culture. In addition, the management should include the invention of products and services in their patents to stop others from copying, manufacturing, selling, or importing their invention without their permission.
Effect of Management Practices on the Financial Performance of Manufacturing Firms in Kenya
(Journal of Finance and Accounting, 2017) Owino, Edward; Mutunga, Dorothy
Influence of Internal Factors on Strategy Implementation in the Ministry of Land and Physical Planning, Kenya
(KCA University, 2024) Owino, Edward; Ndungu, Juliet W
Purpose: The current study sought to unveil the influence of internal factors on implementation of strategies in the Ministry of Lands and Physical Planning in Kenya. The study centered on specifically establishing the influence of organization structure, organization leadership, organization culture and organization resources on strategy implementation in the Ministry of Lands in and Physical Planning in Kenya. The study was anchored on Contingency Theory, Path-Goal Leadership theory, Schein’s Theory of Organization Culture and Resource Based View Theory. Methodology: The study employed a descriptive research design and targeted the Ministry of Lands and Physical Planning. The unit of observation of comprised of 409 staffs from the ministry in top, middle and lower management positions in the ministry’s head office. Fishers Sampling Formula was used in developing a sample of 198 respondents. The study relied on primary data where a five point likert scale questionnaire was utilized to gather primary data. Both descriptive and inferential statistics were employed in analyzing the collected data. SPSS and MS excel was adopted to generate the statistics. Findings: The results of the study were displayed in form of tables and figures. Prior collection of data, a pilot study was conducted on 10 randomly selected respondents from the ministry to assess the validity and reliability of the questionnaire. The respondents in the pilot study were exempted in the final study. The study established that organization structure, organization leadership, organization culture and organization resources bears a positive and significant influence on strategy implementation in the Ministry of Lands in and Physical Planning in Kenya. This is shown by beta values of 0.296, 0.473, 0.377 and 0.596 and significant values of 0.006, 0.000, 0.000 and 0.000 respectively. Unique Contribution to Theory, Practice and Policy: The results bears the implications that increasing each of the variables with one unit results into increase in the levels of on strategy implementation in the Ministry by respective beta values. The study concluded that internal factors comprising of organization structure, organization leadership, organization culture and organization resources positively and significantly influences implementation of strategies in the Ministry of Lands and Physical Planning in Kenya. The study recommended the ministry to enhance each aspect of the internal factors considered in the study during strategy implementation since the practice positively influences strategy implementation.
Motivators of choosing a management course: A comparative study of Kenya and India
(The International Journal of Management Education, 2012) Nyaribo, Misuko; Prakash, Ajai; Owino, Edward
The quest for management training is gaining prominence as organizations restructure to assimilate a workforce with advanced skills in management. This paper presents a comparative examination of the motivators of pursuing a management course in Kenya and India. Five factors are proposed as critical influencers of student choices. A survey design guided by a structured questionnaire was employed in data collection. A comparative analysis reveals that the motivators to pursue an MBA course differ significantly amongst Kenyan and Indian university students. Influence of acquaintances and employability are critical motivators that emerge from the combined data set. A logistic analysis confirms that two predictors, institutional infrastructure and employability are statistically significant. Recommendations are made to institutions of higher learning on the key drivers of their customer expectations.
Psychographic Constructs and Consumer Purchase Intention in Kenyan Context
(European Centre for Research Training and Development (ECRTD), 2020) Kiboro, Grace W; Iravo, Mike; Mbugua, Doris; Owino, Edward
Competitiveness in the retail sector calls for an understanding of psychographic constructs and their potent drive of consumer purchase intention. The study examined psychographic constructs in terms of the effect of personality on consumer purchase intention in supermarkets and the effect of lifestyle on consumer purchase intention in supermarkets in Nairobi, Kenya. The study was grounded on Freud’s theory of personality and social learning theory of consumer behaviour. Anchoring on a positivist philosophy, a descriptive cross-sectional survey was employed in studying 48 supermarkets. Using quota sampling, a final sample of 384 consumers was drawn from 48 anchor supermarkets under study. Data from the validated questionnaire was subjected to descriptive statistical analysis and multivariate regression analysis. Both personality and lifestyle had a positive and significant effect on consumer purchase intention and therefore the effect of psychographic constructs on consumer purchase intention was significant and positive. The larger effect size of lifestyle meant supermarket managers should pay more attention to attributes of consumer lifestyle
Service Quality in Kenyan Universities: Dimensionality and Contextual Analysis
(European Journal of Business and Management, 2014) Owino, Edward; Kibera, Francis; Munyoki, Justus; Wainaina, Gituro
The dimensionality of service quality remains debatable with extant literature revealing divergence in thought. This study examined the dimensions of service quality and tested the existence of a significant difference in service quality perception between public and private university students in Kenya. Guided by a positivist paradigm and cross-sectional sample survey, data was collected from 750 randomly selected respondents. A 56 item scale instrument based on performance only paradigm was self-administered to select university students. Factor analysis was employed in determining potent service quality dimensions and Analysis of Variance test used in comparative analysis. A four-factor construct was revealed, with service blueprint emerging as an additional dimension of service quality in the Kenyan university context. It was established that there exists a significant difference in the dimensions of service quality between public and private university students. This implied that an appreciation of service quality dimensions is imperative in managing student’s expectation and that the university managers have to apply contingent service quality practices. The study recommends adequate regulation to standardize service quality irrespective of the service context.
Service Value Assessment in Emerging Chain Restaurants in Nairobi Kenya
(Journal of Research in Marketing and Entrepreneurship, 2017) Owino, Edward; Nyaribo, Wycliffe M; Wadawi, Joe K
Traditionally, Kenya’s restaurants have in the past largely depended on international tourists for the main stay of their business. With the earlier steady growth of Tourism in the 1980s, these restaurants registered very good business, also supported by the fact that there were only a handful of restaurants that could be considered as ‘tourist class’. However, tourist arrivals in Kenya began to face serious challenges in the 1990s. Simultaneously, more serious restaurant ventures made market entry, especially within the capital city of Nairobi. It has been acclaimed that the prices charged for local hospitality services have not worked well to support it. As this takes place, questions have been asked as to whether these new investments have introduced product and service quality that is worth the price that they charge for the same. It was against the argument that is developing above that this study carried out a value assessment amongst the emerging chain restaurants in Nairobi city. The study sought to establish the part played by restaurants in building destination competitiveness through quality service offer and value pricing. A series of chain restaurants operating in Nairobi were identified all together with the specific unit and outlets that they operate. The customers in these restaurants were conveniently sampled and interviewed to inform this study of their perceptual judgment of service and value. The data was then be analyzed and interpreted to establish the extent to which these customers approve of service and value and how this can influence Kenya’s destination competitiveness, both for domestic and international tourists. The assessment of customer expectation and perception resulted in a four-factor construct. An assessment of service quality led to the identification of the critical latent variables that leads to customer attraction and satisfaction in restaurants. An evaluation of prices charged indicated that price is a critical component in value assessment amongst customers.
Store Image as a Mediator of Consumer Purchase Intention in Kenyan Supermarkets
(Journal of Marketing and Consumer Research, 2020) Owino, Edward; Kiboro, Grace W; Iravo, Mike; Mbugua, Doris
The intensity of competition in the retail sector in Kenya is driving supermarket managers to position store image as a tool of competitive advantage. This study examined the mediating effect of store image on the relationship between psychographic and psychological factors and consumer purchase intention in anchor supermarkets in Kenya. Descriptive cross-sectional survey was applied on a sample of 384 consumers. The composite construct of psychographic and psychological factors was regressed on consumer purchase intention, resulting in a positive significant effect. It was established that store image partly mediates the relationship between psychographic plus psychological factors and consumer purchase intention. The study recommends building of positive reputation of the supermarket to attract and enhance the consumer’s intention to purchase.
Strategic Utilization of What Organizations Know for Value Creation: the case of Kenyan Financial Regulatory Enterprises
(Research Gate, 2014) Kemboi, Cosmas; Owino, Edward
With the increasing uncertainty in business-operating environment in the knowledge-driven economy, organizations should not only know what they know, but know it well for effective strategic utilization. This study sought to find out the extent to which organizations know what they know and whether they strategically utilize that knowledge for value creation. This study used descriptive approach which revealed that organizations know what they know to a great extent but strategically utilizing it to some extent. The respondents gave varying score rates on the extent of strategic utilization of knowing capability especially on the highly tacit knowledge. The study found out that managing knowledge as a strategic asset has not received strategic focus and attention. The study argued that not knowing your critical knowledge in a knowledge driven economy is a serious capability problem. This study was limited to financial regulatory enterprises in Kenya. However, we gave insight that can stimulate discussion and further research on knowing capability and value creation using diverse population in diverse industries
The Corona Virus Pandemic: Was Africa Caught Flatfooted?
(International Journal of Development and Economic Sustainability, 2023) Mwanzia, Mary; Owino, Edward; Ntara, Caroline
Despite an earlier warning about the occurrence of coronavirus in future, the world seems to have been caught by surprise. In particular, Africa did not appear to have the financial readiness to afford vaccines or healthcare for the affected. The World Health Organization (WHO) proclaimed COVID-19 a global health crisis in January 2020. Since its detection in Wuhan, China, the infection moved to Europe, particularly Italy in early March and eventually spread to the rest of the world. However, in Africa, the pandemic could have brought unprecedented damage with ripple effects to economies. From the events following the pandemic, it appeared that Africa was not prepared. This study is structured as a research paper that interrogates the literature and presents the key elements of pandemic preparedness for Africa. The new conceptual model can guide researchers and policymakers in conducting further research for scholarly discourse and practical application.
The Mediation Effects of TQM on the Relationship between Differentiation Strategy and Financial Performance of Manufacturing Firms in Kenya
(International Journal Of Business & Management, 2017) Wamalwa, Lucy S; Oloko, Margaret A; Owino, Edward
Firms that adapt Differentiation strategy develop competitive advantage by creating a product or service that is unique or creates the perception in the minds of customers that the firm or its products and services are superior to those of its 'competitors and also possess characteristics that are distinctive from those of its competitor’s. TQM elements; continuous improvement; leadership and Customer-orientation encourage innovation within the organization leading to development of unique products and quality customer service; leadership encourages generation of ideas from employees for solving problems or developing new products while Customer-orientation encourages organizations to search consistently for new customer needs and expectations, so companies can survive in this globally competitive environment. There is strong link between differentiation strategy and TQM. The study aimed to establish the mediation effects of TQM on the relationship between differentiation strategy and financial performance of manufacturing firms in Kenya. The target population for the study was 39 ISO certified, manufacturing firms. The target respondents were the CEO, Strategic managers and Quality Assurance Managers from the 39 ISO certified manufacturing firms a total of 117 respondent. Structural equation modelling (SEM) and multiple Regression analysis were used to analyse the relationships between differentiation strategy, TQM and organization performance. The study finding indicated that TQM partially mediates the relationship between generic strategy and financial performance of manufacturing firms in Kenya.