Effect of Emotional Marketing on Organizational Performance: A Case of Safaricom Plc, Kenya
Masters Of Business Administration In Strategic Management And Marketing
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| Format: | Thesis |
| Language: | English |
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Daystar University School of Business and Economics
2022
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| Online Access: | https://repository.daystar.ac.ke/handle/123456789/3911 |
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| _version_ | 1809369206802612224 |
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| author | Mwangi, Grace |
| author_facet | Mwangi, Grace |
| author_sort | Mwangi, Grace |
| collection | DSpace |
| description | Masters Of Business Administration
In Strategic Management And Marketing |
| format | Thesis |
| id | ir-123456789-3911 |
| institution | Daystar University |
| language | English |
| publishDate | 2022 |
| publisher | Daystar University School of Business and Economics |
| record_format | dspace |
| spelling | ir-123456789-39112024-02-21T16:17:08Z Effect of Emotional Marketing on Organizational Performance: A Case of Safaricom Plc, Kenya Mwangi, Grace Emotional Marketing Organizational Performance Safaricom Plc, Kenya Masters Of Business Administration In Strategic Management And Marketing The purpose of this study was to examine the effect of emotional marketing on organizational performance with particular focus on Safaricom PLC in Kenya. The specific objectives were to determine the components of emotional marketing used by Safaricom PLC; measure the level of organizational performance at Safaricom PLC; and investigate the factors that show the link between emotional marketing and organizational performance at Safaricom PLC. The study was guided by three theories, namely four laws of emotions, social constructionists, and cognitive appraisal. The study adopted descriptive research design with the target population being 2109 staff of Safaricom PLC. A total of 212 respondents were sampled and selected through stratified sampling technique. Primary data was collected through a questionnaire, analyzed by use Statistical Package for Social Sciences (SPSS) version 23.0, and presented in form of distribution tables. The study findings revealed that Safaricom PLC had adopted four components of emotional thinking; consumer perception (80.9%), perceived quality (68.3%), brand awareness (76.5%), and consumer purchase decision (74.86%). Further, the study established that the majority (90.16%) of the respondents were in agreement that emotional marketing influences to a very great extent on the way the company is efficient in running its daily activities. It was concluded that emotional marketing had a significant effect on organizational performance of Safaricom PLC. The study recommended that the management of Safaricom PLC should do market research within given timelines so that they can be able to identify the most important emotional marketing channels which will enable them to target their customers effectively and efficiently. School of Business and Economics Daystar University 2022-04-26T09:13:51Z 2022-04-26T09:13:51Z 2019-05 Thesis Mwangi. G. (2019). Effect of Emotional Marketing on Organizational Performance: A Case of Safaricom Plc, Kenya. Daystar University School of Business and Economics https://repository.daystar.ac.ke/handle/123456789/3911 en application/pdf Daystar University School of Business and Economics |
| spellingShingle | Emotional Marketing Organizational Performance Safaricom Plc, Kenya Mwangi, Grace Effect of Emotional Marketing on Organizational Performance: A Case of Safaricom Plc, Kenya |
| title | Effect of Emotional Marketing on Organizational Performance: A Case of Safaricom Plc, Kenya |
| title_full | Effect of Emotional Marketing on Organizational Performance: A Case of Safaricom Plc, Kenya |
| title_fullStr | Effect of Emotional Marketing on Organizational Performance: A Case of Safaricom Plc, Kenya |
| title_full_unstemmed | Effect of Emotional Marketing on Organizational Performance: A Case of Safaricom Plc, Kenya |
| title_short | Effect of Emotional Marketing on Organizational Performance: A Case of Safaricom Plc, Kenya |
| title_sort | effect of emotional marketing on organizational performance: a case of safaricom plc, kenya |
| topic | Emotional Marketing Organizational Performance Safaricom Plc, Kenya |
| url | https://repository.daystar.ac.ke/handle/123456789/3911 |
| work_keys_str_mv | AT mwangigrace effectofemotionalmarketingonorganizationalperformanceacaseofsafaricomplckenya |