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Influence of Corporate Image on Competitive Advantage: A Case Study of Nairobi Java House Limited

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dc.contributor.author Gakiria, Geoffrey K.
dc.date.accessioned 2019-03-06T11:40:58Z
dc.date.available 2019-03-06T11:40:58Z
dc.date.issued 2018
dc.identifier.uri http://erepo.usiu.ac.ke/11732/4444
dc.description A Research Project Proposal Submitted to the Chandaria School of Business in Partial Fulfillment of the Requirement for the Award of Masters of Business Administration (MBA) en_US
dc.description.abstract The general objective of this study was to investigate the influence of corporate image on competitive advantage at Nairobi Java House Limited. The study was guided by specific objectives that sought to determine the effect of corporate image on customers’ perceived value, examine the influence of corporate image on customer loyalty, and to examine the effect of corporate image on customer satisfaction at Nairobi Java House Limited. This study made use of the descriptive research design and more specifically the survey design because it enabled the researcher get detailed information on the study topic. The population of this study consisted of customers who frequented Nairobi Java House Limited outlets located at Nairobi’s CBD and on average, they were about 2450 customers. Stratified sampling technique was employed to select the sample size of the study, and systematic sampling was then used to select the sample size from the entire population. Sample size selection of the study involved the selection of 5.8% of the entire population bringing the sample size to 140. Data was collected for the study using questionnaires that were tested before the data collection period. Data was analyzed using Statistical Package for the Social Sciences (SPSS). Basic descriptive statistics like frequencies, percentages, means and standard deviations were used in analysis, as well as inferential analysis of correlations and regressions, and the results were presented in the form of tables and figures. The study showed that Nairobi Java House met customers’ quality standards and needs. As a result, customers’ choice of Nairobi Java House is influenced by their view of their outlets (suitable for holding meetings), and product quality. The study revealed that customers’ choice of Nairobi Java House is influenced by their perception of the organization’s trustworthiness, and their perceived value of Nairobi Java House. The study indicated that consumers were confident of buying from Nairobi Java House because their friends had been satisfied with their services, as well as their social group. Customer did not go to Nairobi Java House in order to become influencers/ trendsetters among their peers, and neither were they attracted to it because of its employees offering personalized service or understand their personal taste for foods and drinks. The study showed that consumers were satisfied with the services provided by Nairobi Java House, and that their customer satisfaction scores were high compared to their competitors. The consumers’ personal service expectations of Nairobi Java House had influenced their satisfaction with their services. The study revealed that consumers were loyal to Nairobi Java House services because they provided services as promised and their employees provided cordial customer relationship. The study concludes that consumers frequent Nairobi Java House because of the knowledge they had about the organisation and its consistent service delivery (in terms of punctuality). Consumers were also satisfied with Nairobi Java House’s online service systems and its rapport with them through social media platforms. Consumers also prefer to interact with Nairobi Java House because of it is a representation of the value they hold about themselves. The study recommends the management of Nairobi Java House to improve their customers’ value through their transactions of operational excellence, product leadership and customer intimacy. Nairobi Java House management should ensure its employees provide personalized service to its most esteemed and loyal customers. This would facilitate their ability as an organization to go beyond their customers’ expectations, thus increase customer loyalty. en_US
dc.language.iso en en_US
dc.publisher United States International University - Africa en_US
dc.subject Corporate Image en_US
dc.subject Competitive Advantage en_US
dc.subject Nairobi Java House Limited en_US
dc.title Influence of Corporate Image on Competitive Advantage: A Case Study of Nairobi Java House Limited en_US
dc.type Thesis en_US


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