September 12, 2025International journal of research and scientific innovation

Relationship Marketing and Customer Loyalty in the Fast-Moving Consumer Goods (FMCG) Industry in Nairobi County

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Customer loyalty was positively influenced by trust, switching cost, perceived value, and empathy in FMCG companies.
Results showed strong statistical significance (β = 0.595 for trust; p = 0.001), highlighting effective relationship marketing dimensions.
Descriptive research design applied on a sample of 267 FMCG marketing and public relations employees in Nairobi County.
Recommendations include enhancing product quality, financial incentives to reduce switching, and employee training in communication.

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Implication

Descriptive study reveals significant influence of relationship marketing dimensions on customer loyalty in FMCG firms in Nairobi, indicating areas for improvement.

Cite This Study

Raiton Sababe Mulima (2025) studied this question.

synapsesocial.com/papers/68d41c09713b0b5dfea657f7 https://doi.org/10.51244/ijrsi.2025.120800113

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Implication

Descriptive study reveals significant influence of relationship marketing dimensions on customer loyalty in FMCG firms in Nairobi, indicating areas for improvement.

Relationship Marketing and Customer Loyalty in the Fast-Moving Consumer Goods (FMCG) Industry in Nairobi County

Key Points

Discussion

Implication

Cite This Study

Relationship Marketing and Customer Loyalty in the Fast-Moving Consumer Goods (FMCG) Industry in Nairobi County

Key Points

Discussion

Implication

Cite This Study

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