ADVERTISING AND SERVICE QUALITY IN THE MOBILE PHONE INDUSTRY IN KENYA
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PDF downloads: 223
Keywords:
Service Quality, Integrated Marketing Communication, Advertising, Communication, Perceived Service, Expected Service, Service PerformanceAbstract
Purpose: The purpose of the study is to determining the effect of integrated marketing communication on service quality in the Mobile Phone Industry in Kenya.
Methodology: The methodology employed a descriptive research design. This study focused on 1050 staffs from the marketing, ICT and customer service departments of the four mobile phone network providers in Kenya. The study used stratified sampling method. The target population has1050 staffs, therefore by use of Krejcie and Morgan’s method of determination of a sample size the eventual sample size obtained was composed of 278 respondents. Primary data was collected by means of a semi- structured questionnaire. Test-retest technique of reliability testing was employed. The data collected was analysed using descriptive statistics (measures of central tendency, regression and measures of variations) with the help of Statistical Package for Social Sciences (SPSS) version 20 to achieve the objectives of the study. The findings were presented using tables, frequencies and percentages.
Findings: The study found out that the calculated value was greater than the critical value (4.561> 2.83) an indication that advertising, sales promotion, publicity and public relations all have a significant effect on service quality. The significance value was less than 0.05 indicating that the model was significant
Unique contribution to theory, practice and policy: The study recommended that future studies should consider replication using different approach so as to incorporate other aspects of advertising and service quality other than ones in the study
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References
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Schultz, D.E. & Kitchen. (2009). Communication globally: An integrated marketing approach. New York: McGraw Hill Professional.
Shimp, T. A. (2010). Advertising promotion and other aspects of integrated marketing communications. 8th ed. Mason:South-Western Cengage Learning.
Smith, G.A. (2007). Evaluating Service Quality in Universities: A Service Department Perspective. Quality Assurance in Education, 15(3), 334-351
Suciyati, P. (2013). The influence of marketing public relation and service quality on corporate image through public opinion studies at Mandiri Bank.
Sureshchandar, G.S., Rajendran, C., &Anantharaman, R.N. (2002). Determinants of Customer Perceived Service Quality: A Confirmatory Factor Analysis Approach. Journal of Service Marketing, 16(1), 9-34.
Tanomsakyut, T., (2010). A Case Study of Concept Development of Service Quality Measurement System for Mobile Telecom Service Encounter in Thailand, International Journal of Computer Applications (0975 –8887) Volume 9– No.11
Tibebe, Z. (2012). The impact of publicity on service quality and customer satisfaction at the public owned National Alcohol and Liquor Factory in South Africa. In partial fulfillment of the requirement for the Master’s Degree in Business Leadership University of South Africa
Wanjau, M. (2012). Effects of public relations on provision of service quality in the of Kenyatta National Hospital, International Journal of Humanities and Social Science Vol. 2 No. 13; July 2012
Wroe A. (1958). “The Analytical Framework for Marketing.” In Proceedings: Conference of Marketing Teachers from Far Western States,ed.Delbert Duncan, 15-28. Berkeley, Calif.: University of California, Berkeley.
Yumei, T.L. (2011). The Marketer’s Guide to Public Relation. New York: John willed and Son, Inc.
Akar, K.C. & Mbiti, I.M. (2010). Mobile phone and economic development in Africa. Journal of economic perspective vol24 (3), pp 207-232
Albers-Millers, N.D &Straughan R.D (2009). Financial Services Advertising in Eight Non-English Speaking Countries international journal of bank marketing vol. 18 no 7,347-348
Alexander, J.H., Schouten, J.W., Koenig, H.F. (2002), “Building Brand Community", Journal of Marketing, Vol. 66 No. January, pp.38-54
Belch, G., & Belch, M.A. (2003). Measuring the Effectiveness of Promotional Programs, Advertising and Promotion – An Integrated Marketing Communication Perspective, Tata McGraw Hill, New Delhi, 6th edition.
Berglof, E. & Bolton. (2008). The Great Divine and Beyond: Financial Architecture in Transition. Transition Newsletter vol.13, no 6. 8-12
Brotherton, M. (2008). Communities of Practice: A Research paradigm for the Mixed Methods Approach. Journal of Mixed Methods Research 2(3) 270-283.
Buzzell, R.D, (2004). The PIMS Program of Strategy Research: A Retrospective Appraisal, Journal of Business Research, 57 (May), 478-83.
Chaoprasert, C., &Elsey, B. (2014). Service quality improvement in Thai retail banking and its management implications. ABAC Journal, Vol. 24, No. 1, pp. 47- 66.
Cooper, D.R & Schindler, P.S. (2006) Business Research Methods (8th edn) McGrawHill: New York
Creswell, J.W. & Clark, V.P. (2007). Designing and conducting mixed methods research. Thousand Oaks: Sage Publications Inc
Cummings, T. & Worley, C. (2012). Organizational Development and Change, Ohio, South-Western, Irwin McGraw Hill
Donnelly, J.J. (2006). “Measuring service quality: a reexamination andextension”, Journal of Marketing, Vol. 56 No. 3, pp. 55-68.
Duncan, T. (2005).IMC:Using Advertising and Promotion to Build Brands, 2nded, New York, NY: McGraw Hill/Irwin.
Gole, T. (2015). Strategy implementation and project management, International Journal of Project Management
Gronroos, C. (1982). Strategic Management and Marketing in Service Sector. Cambridge, MA: Marketing Science Institute.
Gronroos, C. (2010). Strategic Management and Marketing in the Service Sector Swedish School of Economics and Business Administration, Helsingfors.
Hae‐Kyong B., & Mary A. R. (2005). "A comparison of service quality dimensions conveyed in advertisements for service providers in the USA and Korea: A content analysis", International Marketing Review, Vol. 22 Iss: 3, pp.309 - 326
Hattaya, V. (2010).factors influencing the use of integrated marketing communication tools in the banking service of Thai Commercial Banks
Juran, J.M. (1991). World War II and the Quality Movement. The Journal of Quality Progress, 24(12)19-24.
Kangi, M. (2008). The Key to Customer Satisfaction, Marketing Review. A Journal of Marketing Students Association, 10.
Kothari, M. (2004). Statistics notes: The intra cluster correlation coefficient in cluster randomization. British Medical Journal, 316, 1455-1460.
Krejcie, M. & Morgan, K. (1970). Research methodology: methods and techniques, (2nded.). New Delhi. New Age International (P) Limited
Kubania (2015), Effects of integrated marketing communication channels on brand equity at Samsung Phone Kenya.
Kueng, L. (2007). Seeking the goal in the process. In Americas conference on information system (AMCS). Harvard Business Review, 152-161.
Leung, M.H. (2006). Service Quality and Behavioural Intentions: A Study of Hong Kong Mobile Services Industry, MA Thesis, University of Nottingham
Lewis, N. & Mitchell, G. (2010). Image and Reputation of Higher Education Institutions in Students’ Retention Decisions. The International Journal of Educational Management, 15(6/7), 303-311
Lim, M.H. (2010). Service Quality and Behavioural Intentions: A Study of Hong Kong Mobile Services Industry, MA Thesis, University of Nottingham
Marquadt, R. (2004).Banketableringar I Frammande Lander, Doctoral Thesis, Uppsala University
Mbayisi, A. (2015), Influence of integrated marketing communication and sales performance of Commercial Banks in Kenya
Meidan, A. (2006). Marketing Financial Services: Hampshire and London: Macmillan Press Ltd
Mersham, G.J. (2015). Public Relations and Communication Management: An Apteria/New Zealand Perspective. Auckland: Pearson.
Mugenda, O. &Mugenda, A. (2003).Research Methods: Quantitative and QualitativeApproaches; Act Press: Nairobi
Muturi, A. (2010). Nairobi charting the way to innovation. Business journal Africa pp 46-50.
Naebzadeh, S. &Fatahi, M. (2009). Evaluation of Service Quality at police agencies +10 by using SERVQUAL. Journal of marketing management, fourth year, no 7, pp 115-135.
Ngechu, P.D. (2004). Research methodology: methods and techniques. New Delhi: WishwaPrakashan
Njoroge, M. (2013). publicity and perceived service quality in the Hotel Industry in Nairobi, Kenya.Submitted in partial fulfillment of the requirements for the award of degree of Master of Business Administration of the University of Nairobi.
Obonyo,A. (2015). The influence of sales promotion and customer service quality case of Kenya Power and Lighting Company. Research Project Submitted in Partial Fulfillment of the Requirements for the Degree of Master of Business Administration (MBA), School of Business, University of Nairobi
Odhiambo B.E. &Ogutu, M. (2011), Determinant of customer satisfaction for mobile phone subscribers in Nairobi. Published MBA research project University of Nairobi.
Ofwona, C. &Kibera, F. (2009), Determinants of individual consumer choice of mobile telephone service providers in the city of Nairobi. Published MBA research project University of Nairobi.
Owino, A. (2013). The relationship between publicity and service quality and corporate image on customer satisfaction among University Students in Kenya, Master of Business Administration of the University of Nairobi
Pascale, Q. & Simon, R. (2007). "Service quality in the Australian advertising industry: a methodological study", Journal of Services Marketing, Vol. 11 Iss: 3, pp.180 - 192
Pettit S. (2000). Promoting Financial Services with Glittering Prizes
Robledo, M.A. (2001). Measuring and Managing Service Quality: Integrating Customer Expectations. Journal of Managing Service Quality, 11 (1), 22-31
Schultz, D.E. & Kitchen. (2009). Communication globally: An integrated marketing approach. New York: McGraw Hill Professional.
Shimp, T. A. (2010). Advertising promotion and other aspects of integrated marketing communications. 8th ed. Mason:South-Western Cengage Learning.
Smith, G.A. (2007). Evaluating Service Quality in Universities: A Service Department Perspective. Quality Assurance in Education, 15(3), 334-351
Suciyati, P. (2013). The influence of marketing public relation and service quality on corporate image through public opinion studies at Mandiri Bank.
Sureshchandar, G.S., Rajendran, C., &Anantharaman, R.N. (2002). Determinants of Customer Perceived Service Quality: A Confirmatory Factor Analysis Approach. Journal of Service Marketing, 16(1), 9-34.
Tanomsakyut, T., (2010). A Case Study of Concept Development of Service Quality Measurement System for Mobile Telecom Service Encounter in Thailand, International Journal of Computer Applications (0975 –8887) Volume 9– No.11
Tibebe, Z. (2012). The impact of publicity on service quality and customer satisfaction at the public owned National Alcohol and Liquor Factory in South Africa. In partial fulfillment of the requirement for the Master’s Degree in Business Leadership University of South Africa
Wanjau, M. (2012). Effects of public relations on provision of service quality in the of Kenyatta National Hospital, International Journal of Humanities and Social Science Vol. 2 No. 13; July 2012
Wroe A. (1958). “The Analytical Framework for Marketing.” In Proceedings: Conference of Marketing Teachers from Far Western States,ed.Delbert Duncan, 15-28. Berkeley, Calif.: University of California, Berkeley.
Yumei, T.L. (2011). The Marketer’s Guide to Public Relation. New York: John willed and Son, Inc.
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Published
2019-02-25
How to Cite
Gakii, A., & Murigi, E. M. (2019). ADVERTISING AND SERVICE QUALITY IN THE MOBILE PHONE INDUSTRY IN KENYA. European Journal of Business and Strategic Management, 4(1), 30 – 50. Retrieved from https://www.iprjb.org/journals/index.php/EJBSM/article/view/834
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