| dc.description.abstract | There are sporadic business environments, amplified customers attrition due to competition from substitutes and complementary products. Globally, competition is attributed to proliferation of technological advancements which has led to creation of high-quality products at low production costs. This is geared towards addressing the degree of customer satisfaction. Skewed analysis on the influence of strategic posture amongst big corporations and state bodies precipitated examination of its influence in Tropical Promoters Limited. Consequently, the main purpose of the study was to explore the influence of strategic posture on customer satisfaction within the service industry in Kenya. Specifically, the study sought to examine the influence of product differentiation posture on customer satisfaction within the service industry in Kenya. To determine the influence of entrepreneurial orientation posture on customer satisfaction within the service industry in Kenya. To find out the influence of evaluation posture on customer satisfaction within the service industry in Kenya. The study was anchored on blue ocean strategy and disconfirmation theory. Descriptive research design was adopted. Census of 60 corporate customers of Tropical Promoters Limited was used to select respondents. Primary data was gathered through use of questionnaires. Quantitative data was analyzed through use of descriptive statistics such as mean, standard deviation, frequency and percentage and inferential statistics; Pearson correlation and regression analysis. Pearson correlation showed the strength of the influence of strategic posture on customer satisfaction and regression depicted the nature of its influence. Data was presented in tables and figures and was analyzed using SPSS version 22. Out of 60 issued questionnaires, 55 (accounting for 92 percent) were completely filled and returned. Piloting was carried out and reliability coefficient were calculated and all were greater than 0.7 which revealed that the research instrument was reliable. Regression analysis revealed positive and significant effects of product differentiation posture on customer satisfaction in Tropical Promoters Limited (β= 0.279, t (54) = 3.71, p value < 0.05). Regression analysis revealed positive and significant effect of entrepreneurial orientation on customer satisfaction in Tropical Promoters Limited (β= 0.399, t (54) = 4.94, p value < 0.05). Regression analysis revealed positive and significant effect of evaluation posture on customer satisfaction in Tropical Promoters Limited (β= 0.243, t (54) = 3.28, p value < 0.05). It was concluded that there is need for Tropical Promoters Limited to devise measures geared to development of products and services which will usher Tropical Promoters Limited into blue ocean. Tropical Promoters Limited risk measurement and management strategies should aid in achieving customer needs. There is need for Tropical Promoters Limited to devise measures geared towards gathering and consolidating information which would aid it in achieving competitive advantage. | en_US |
