Determining The Contributions Of Relationship Marketing At Jomo Kenyatta Foundation In Kenya

Abstract

The study determined the contributions of relationship marketing at Jomo Kenyatta Foundation in Kenya. The independent variables were customer retention and loyalty, customer satisfaction and customer service, trust and commitment. The dependent variable was relationship marketing. The study adopted a descriptive design because it

allows researchers to gather information, summarize, present and interpret for the purpose of clarification. The target population of the study comprised of all the 120 staff in the Jomo Kenya Foundation who were 6 senior level management, 24 Middle level management and 90 general staff members. The study used stratified random sampling to

select 36 (30% of 120 employees) from the target population which comprised of senior level management, middle level management and general staff. These made up the strata. The researcher then employed purposive sampling to select respondents who had experience or knowledge about the relationship marketing. The respondents interviewed were those known to be conversant, experienced and well informed on the subject. The main tool of data collection for this study was questionnaires. The questionnaires were administered using a drop and pick later method. The rational of the study utilized likert

scales. To establish the validity of the research instrument, the researcher assessed the content validity of a measure by use of professional and experts in relationshipmarketing. There were two types of data that the study utilized. These were primary data and secondary data. Data collected was edited and coded using descriptive analysis methods in order to get meaningful results from the questionnaires. Logical analysis was done using tables, figures and percentages. The key findings showed that none of the objectives gained over 39% thus relationship marketing is not part of JKF’s day to day activities. The researcher suggested that a future study on relationship between relationship marketing and performance at JKF could be carried.