THE INFLUENCE OF BRAND INCORPORATION ON CUSTOMER RETENTION AMONG PAY TELEVISION COMPANIES IN ELDORET TOWN, KENYA.
Authors:
Joan Chepchumba
Abstract:
The evolutionary shift of television transmission methods from the conventional analogue to digital televisions has heightened the completion among pay television (pay TV) companies. Nonetheless, consumers are becoming more focused towards the purchase of more constructive and recognizable brands given the diverse pay TV brands in the market place. The aim of this paper is to demystify the subject of branding and examine the extent to which branding is incorporated to influence retention of customers among pay TV companies in Kenya. The paper is therefore based on a Pragmatic world view study that was conducted in Eldoret town among pay TV companies. A mixed-method research design was adopted with an aim of collecting both qualitative and quantitative data from the individuals/homes who owned Pay TV decoders in the town. Using Survey’s (2015) formula, a sample of 400 participants was drawn from the target population using simple random and snowball selection methods. Data collection was done by means of a questionnaire and consultation schedule guide. Statistics were analysed using descriptive data analysis technique through emerging themes and inferential statistics. From the findings, the study concluded that customer retention was wholly influenced by communication of the brand values by the creator of the brand. It is the brand that communicates what it is and what it is not, thus playing the role of influencing repurchase that is largely attributed to customer retention.