International Journal of Innovative Research and Knowledge


Volume-7 Issue-5, May 2022




Title: INFLUENCE OF CUSTOMER EXPERIENCE MANAGEMENT ON PERFORMANCE OF OIL MARKETING COMPANIES IN KENYA

Author: Elisheba Gacu & Dr. Catherine Ngahu

ABSTRACT

The study set out to assess the impact of customer experience management on the performance of oil marketing companies in Kenya. The target population of the study was oil marketing companies in Kenya. Data analysis used descriptive analysis, multiple linear regression, and correlation analyses. The study results revealed that oil marketing companies have embraced cognitive experience management and relational experience to a great extent, and sensory experience management and physical experience management to a moderate extent. It was established that customer experience management and firm performance have a positive correlation relationship. Overall, customer experience management was found to have a constructive impact on the industry’s performance. The study recommends that oil marketing firms should augment their practice of customer experience management in order to enhance performance. Oil marketing firms should map out and invest in specific aspects of customer experience management practices that impact performance. This study recommends that organizations focus on managing customers’ sensory, cognitive and physical experiences in order to improve customer experience and ultimately performance.


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IJIRK DESCRIPTION

ISSN: 2213-1356

Publisher: Scholar Touch Publishers

Area/Scope: Business, Economics & Management; Social Science, Literature, Arts & Humanities; Engineering & Technology; Life Science & Physical Science, Health & Medical Science

Frequency: Monthly

Format: Online & Print

Language: English

Review Process: Double Blinded

Access: Open Access