Relationship between Corporate Image and Customer Loyalty in the Mobile Telecommunication Market in Kenya Relationship between Corporate Image and Customer Loyalty in the Mobile Telecommunication Market in Kenya

Abstract In the 21 st century, organisations cannot succeed in marketing by focusing only on the marketing mix without a focus on its impact on creating customer loyalty. Customer loyalty is considered to be a key ingredient in enhancing the survival of businesses especially in the situations faced by highly competitive industries. While the antecedents of customer loyalty connected with the marketing mix factors have been well investigated, much still remain regarding some of the intermediate conditions created by the marketing mix factors and customer loyalty. This study sought to investigate the relationship between corporate image and customer loyalty in the mobile telecommunication market in Kenya. The study was guided by several hypotheses that tested the nature of the relationship between four aspects of corporate image and customer loyalty. The study adopted the descriptive survey research design and used a multistage stratified sampling technique to obtain 320 respondents from among students across the campuses of Kenyatta University. Primary data was obtained with questionnaire and analysed using Pearson product-moment correlation coefficient and regression analysis to test the degree of association between the dependent and the independent variables with the aid of the Statistical Product and Service Solutions (SPSS). The new findings of the study showed a positive and statistically significant relationship between the dimensions of corporate image and customer loyalty. The variables significantly predicted customer loyalty. The reported findings in the study raise implications for marketing theory and practice suitable to inform strategic decisions for firms in the telecommunication sector in Kenya