Effect of relationship marketing concept of reciprocity on customer satisfaction among foreign owned supermarkets in Kenya: A case study of Carrefour Supermarket

Abstract

The study sought to examine the effect of reciprocity on customer satisfaction among foreign owned supermarkets in Kenya. A positivist paradigm research philosophy guided the study with deductive research approach employed in order to allow for the development of hypotheses by use of existing theories. Quantitative research techniques were employed to analyze data. Data for the study was collected from a sample size of 384 customers from Carrefour supermarket outlets. A response rate of 85.68% was attained translating to 329 valid questionnaires. Descriptive statistics was used to summarize data and show meaningful patterns while inferential statistics (correlation and regression analysis) were employed to test the study hypotheses. The models were deemed fit due to significant F statistics at 0.05 level of significance. From the attained R2, the results revealed that reciprocity variable was significant in affecting customer satisfaction among foreign owned supermarkets in Kenya if other factors are held constant. Based on the significant beta coefficient attained, the study rejected the null hypothesis H01 (reciprocity has no significant effect on customer satisfaction among foreign owned supermarket in Kenya. The correlation analysis at 0.01 level of significance revealed reciprocity had a moderate positive correlation with customer satisfaction. The study recommends that supermarket management should focus on enhancing relationship marketing practice of reciprocity through training of staff on the same as a means of sustaining customer satisfaction.