CHANNEL COMMUNICATION STRATEGY INFLUENCE ON THE PERFORMANCE OF CEMENT MANUFACTURING FIRMS IN KENYA
Paraules clau:
endorsers’ credibility, brand image, purchase intentionResum
This study investigated the influence of channel communication strategy on the performance of cement manufacturing firms in Kenya. The study used survey research design. The target population was 469 comprising of 220 distributors, 60 customers, 35 finance staff, 140 sales and distribution department employees and 14 heads of department. A sample size of 216 was chosen using stratified sampling technique. Data was analysed using both descriptive and inferential statistics. The study found that there existed strong positive relationship between communication (r=0.600) and performance of cement manufacturing firms in Kenya. The study recommends that cement companies should ensure regular provision feedback to their clients.
Referències
Bayraktar, E., Demirbag, M., Koh, S. C. L., Tatoglu, E., Zaim, H. (2009). A causal analysis of the impact of information systems and supply chain practices on operational performance: Evidence from manufacturing SMEs in Turkey, International Journal of Production Economics, 122 (1), 133 149.
Bowersox, D. J., Closs, D. J., & Cooper, M. B. (2010). Supply Chain Logistics Management (3rd Ed.). Boston, Mass.: McGraw-Hill.
Fu, Q., & Zhu, K., (2010). Endogenous information acquisition in supply chain management. European Journal of Operational Research, 201, 454-462.
Harnowo, A. S., (2015). “Roles of Information Technology in Supply Chain Management” D. Phil Dissertation, Georgia Southern University.
Kahia G. & Iravo, M. (2014). Factors Affecting the Performance of Distribution Logistics among Production Firms in Kenya: A Case Study of Bata Shoe Company (K) Limited. International Journal of Academic Research in Business and Social Sciences, 4 (10), 279-287.
Kalubanga, M., Tumwebaze, S. & Kakwezi, P. (2012). Examining the Effect of Multi-Channel Product Distribution on Firms’ Performance. International Journal of Economics and Management Sciences, 1(12), 90-103.
Kuswantoro, F., Rosli, M. M., Abdul, R. & Ghorbani, H. (2012). Impact of Distribution Channel Innovation on the Performance of Small and Medium Enterprises. International Business and Management, 5 (1), 52-61.
Mahulo, E. (2015). Supply Chain Management Practices and Performance of Cement Companies in Kenya. MBA Project, University of Nairobi, Kenya.
Makeyoh, M. O. (2012). Innovative distribution strategies and performance of selected Multinational Corporations (MNCs) and domestic Manufacturing firms in Nigeria. Doctoral Thesis, Covenant University.
Ming-Lang T., Kuo-Jui, W. & Thi, T. N. (2011). Information Technology in Supply Chain Management: A Case Study. Procedia - Social and Behavioral Sciences, 25, 257 – 272.
Mohr, J. & Sohi, R. (1995). “Communication Flows in Distribution Channels: Impact on Assessments of Communication Quality and Satisfaction”. Marketing Department Faculty Publications. Paper 30.
Mulky, A. G. (2013). Distribution challenges and workable solutions. IIMB Management Review, 25, 179-195.
Mwikali, R. & Kavale, S. (2012). Factors Affecting the Selection of Optimal Suppliers in Procurement Management. International Journal of Humanities and Social Science, 2 (14), 189-193.
Ngendo I. K. (2013). Buyer-Supplier Relationships and Organizational Performance among Large Manufacturing Firms in Nairobi, Kenya. MBA Project, University of Nairobi, Kenya.
Ntale, T. (2016). Effect of marketing channels on the sales performance of Monitor publications limited, Uganda. MBA Project, Uganda Technology and Management University.
Obaji, R. N. (2011). The Effects of Channels of Distribution on Nigerian Product Sales. International Business & Economics Research Journal, 10 (2), 85-92.
Ogunsiji, A. S., (2005). Physical Distribution Management notes series. Department of Management Science, LAUTECH, Unpublished.
Sagbansua, L. & Alabay M. N. (2010). Distribution Network and the Role of Information and Communication Technologies (ICT). Canadian Social Science, 6 (4), 01-11.
Simatupang, T. M., & Sridharan, R. (2005). The collaboration index: a measure for supply chain Collaboration. International Journal of Physical Distribution & Logistics Management, 35(1), 44–62.
