Effect of Customer Loyalty Schemes on Competitiveness of Supermarkets in Kenya

David Asena Muganda; Robert Otuya Phd; Dr. Maina Waiganjo

dc.contributor.author	David Asena Muganda
dc.contributor.author	Robert Otuya Phd
dc.contributor.author	Dr. Maina Waiganjo
dc.date.accessioned	2024-02-22T14:08:25Z
dc.date.available	2024-02-22T14:08:25Z
dc.date.issued	2014
dc.identifier.issn	2222-1905
dc.identifier.issn	2222-2839 (Online)
dc.identifier.uri	http://localhost:8080/xmlui/handle/123456789/606
dc.description.abstract	The purpose of the study was to establish the effect of customer loyalty schemes namely, customer loyalty cards and coalition loyalty programs on competitiveness of supermarkets in Nakuru town, Kenya. The target populations of the study were the managers and customers of Nakumatt, Tuskys and Naivas supermarkets in Nakuru town Kenya. A sample of 384 consisting of 375 customers and 9 managers was selected purposively for the study. Descriptive and regression statistics were used to analyze the data and the findings indicated that customer loyalty schemes had a positive effect on supermarkets’ competitiveness. It is recommended that more attention in terms of constant innovation should be paid on the use of customer loyalty cards and coalition loyalty programs by supermarkets as a strategy for competitiveness	en_US
dc.language.iso	en	en_US
dc.publisher	European Journal of Business and Management	en_US
dc.subject	Customer loyalty Schemes, Coalition loyalty programs, Customer loyalty cards, Competiveness, Kenya.	en_US
dc.title	Effect of Customer Loyalty Schemes on Competitiveness of Supermarkets in Kenya	en_US
dc.type	Article	en_US