CHAPTER FOUR

DATA ANALYSIS, PRESENTATION AND INTERPRETATION

4.1 Introduction
This chapter covers data analysis, discussions and findings of the research. The data is
summarized and presented in form of frequency, percentage and tables.

4.2 General Information

It was necessary for the researcher to establish the general information of the respondents to
know the kind of people who constituted the respondents. This information constituted: gender,
age, and length of time worked and the highest level of education. These formed the basis of
knowing what kind of individuals the researcher was dealing with. 77 questionnaires were given
to the respondents and 73 were returned representing a response rate of 95.5%.

4.2.1 Gender of the respondents

The researcher sought to find out the gender of the respondents as this was also important due to
the fact that the masculinity and femininity affects the level of job satisfaction among employees.
The results of these findings are indicated on the table below;

Table 4.1: Gender of the respondents

Gender Frequency Percentage
Male 68 85
Female 5 15
Total 73 100
Source: Researcher (2020) 
According to table 4.1, it was found out that 5 (15%) of respondents in this study were female
and this therefore points to the store composition while the males are 28(85%). In this case
therefore, it can be concluded as a general observation that the store has more male employees
than their female counterparts. In spite of this, the researcher was able to get responses from both
genders implying that they were equally represented in the study hence the study findings are not
from a single gender and this brings out diversity in the responses.
4.2.2 Age bracket of the respondents
The study sought to find out the ages of the respondents who were included in the study. The
results were as presented on table 4.2;

Table 4.2: Age bracket of the respondents

Age bracket Frequency Percentage
18- 30 years 52 37
31-40 years 8 24
41-50 years 6 18
Over 50 years 7 21
Total 73 100
Source: Researcher (2020) 
The findings on the table 4.1 show that 52(37%) of the employees who participated in the study
were in the age range of 18-30 years, 8 (24%) were 31-40 years, 6 (18%) were 41-50 years and
7(21%) were over 51 years of age, showing that most responses obtained from the study came
from individuals aged 18-50 years while very few of the responses came from individuals 41-50
years old. Generally, most of the respondents were below 40 years characterized by youthfulness
and lots of activity while very few of the respondents were more than 40 years of age. These
findings therefore show that a larger proportion of the employees is made up of youthful
individuals who are keen on building their careers and can therefore work much better for the
sake of store productivity as well as their own development.

4.2.3 Years working in the store

The study sought out the length of service of the respondents included in the study as this would
point to how well they are acquainted with the operations within the store as well as the store’s
culture and structure. The duration of time an individual works in a particular store also points
out to their exposure to the activities undertaken in the store. The findings on the duration of time
worked for the store are presented on the table below;

Table 4.3: Years working in the store

Years Frequency Percentage
Less than 2years 14 43
 Between 2 and 5 10 30
years 6 years
Over 9 27
Total 73 100
Source: Researcher (2020) 
The table 4.3 relays the findings on the length of time in years the employees have worked in the
store. The findings show that 14 (43%) of the respondents have been in the store for less than 2
years, 10 (30%) have been in the store for between 2 and 5 years, and 9 (27%) have worked for
the store for over 6 years.

4.2.4 Highest Level of education

The researcher considered it worthwhile to ascertain the highest level of education of the
employees. The findings are as presented on table 4.4;

Table 4.4: Highest Level of education

Level Frequency Percentage
Certificate - -
Diploma 31 33
Degree 42 67
Total 73 100
Source: Researcher (2020) 
Table 4.3 shows the findings on the highest level of education of the respondents involved in this
study and as shown on the table, it is evident that none of the respondents had certificate as their
highest level of education. It was also ascertained that 31 (33%) of the respondents had diploma
as their highest level of education as the largest proportion of 42 (67%) have degrees as their
highest level of education. The findings on this table show that most of the respondents had
specialized training in their areas of study and therefore were in a position of responding well to
the questions relayed on the questionnaires. These findings were pointers to the credibility of the
study findings.
4.3 Specific information

4.3.1 Effect of customer recognition on customer loyalty in micro and small enterprises of
Kitutu Chache North, Kisii County
The researcher sought out the effect of customer recognition on customer loyalty in micro and
small enterprises of Kitutu Chache North, Kisii County. These findings are relayed on table 4.5;

Table 4.5: Effect of customer recognition on customer loyalty in micro and small
enterprises of Kitutu Chache North, Kisii County
Strongly Agre Undecided Disagre Strongly Total
agree e e Disagree
Customer Freq 57 8 5 1 2 73
recognition help %
activate the
pleasure centers
of the brain by
sending someone 52 24 15 3 6 100
a note of
appreciation or a
small gift
Customer Freq 54 11 2 3 3 73
recognition and %
paying attention
to a customer
43 33 6 9 9 100
specific holiday
improves
customer loyalty
Customer Freq 9 52 7 2 3 73
recognition and %
staying connected
to your best
27 36 21 6 9 100
customers
improves
customer loyalty
Source: Researcher (2020) 
From the findings relayed on table 4.5, it is evident that customer recognition help activate the
pleasure centers of the brain by sending someone a note of appreciation or a small gift. This is
according to 57 (52%) who strongly agreed as 8 (24%) of the respondents agreed with the
statements. Further, the findings show that 5 (15%) of the respondents were undecided, 1 (3%)
disagreed and 2 (6%) strongly disagreed.
The study findings also show that customer recognition and paying attention to a customer
specific holiday improves customer loyalty as is evident from the responses which show that 54
(43%) of the respondents strongly agreed and 11 (73%) agreed. Further, it was ascertained that 2
(6%) were undecided, 3 (9%) disagreed and a similar number strongly disagreed.
The study findings indicated that customer recognition and staying connected to your best
customers improves customer loyalty. This was according to 9 (27%) of the respondents who
strongly agreed and 52 (36%) who agreed. Further, 7 (21%) of the respondents were undecided,
2 (6%) disagreed and 3 (9%) of the respondents strongly disagreed.

4.3.2 Effect of brand visibility on customer loyalty in micro and small enterprises of Kitutu
Chache North, Kisii County
The researcher sought out the effect of brand visibility on customer loyalty in micro and small
enterprises of Kitutu Chache North, Kisii County. The findings are relayed on table 4.6;

Table 4.6; Effect of brand visibility on customer loyalty in micro and small enterprises of
Kitutu Chache North, Kisii County
Strongly Agree Undecided Disagree Strongly Total
agree Disagree
Brand visibility Freq
55 10 4 1 3 73
increase market
share and sales % 45 30 12 3 9 100

Brand visibility Freq

57 8 5 2 1 73
leads to scale in
%
new places 51 24 15 6 3 100

Brand visibility Freq

54 12 2 3 2 73
improve brand
%
perception 42 36 6 9 6 100

Source: Researcher (2020) 

Table 4.6 relays findings on the effect of brand visibility on customer loyalty in micro and small
enterprises of Kitutu Chache North, Kisii County and as per the findings, 55(45%) of the
respondents strongly agreed that brand visibility increase market share and sales, 10(30%)
agreed, 4(12%) were undecided and 1(3%) disagreed and 3(9%) strongly disagreed.
The study also ascertained that brand visibility leads to scale in new places as shown by
57(51%) of the respondents who strongly agreed, 8(24%) who agreed, 5(15%) who were
undecided, 2(6%)and 1(3%) who disagreed and strongly disagreed respectively.
Brand visibility improve brand perception. From the study, 54(42%) of the respondents strongly
agreed, 12(36%) agreed, 2(6%) were undecided, 3(9%) disagreed, and 2(6%) strongly disagreed.

4.3.3 Effect of promotion tools on customer loyalty in micro and small enterprises of Kitutu
Chache North, Kisii County
The study necessitated finding on effect of promotion tools on customer loyalty in micro and
small enterprises of Kitutu Chache North, Kisii County. The findings are relayed on table 4.7;
Table 4.7: Effect of promotion tools on customer loyalty in micro and small enterprises of
Kitutu Chache North, Kisii County
Strongly Agree Undecided Disagree Strongly Total
agree Disagree
Promotion tools Freq
creates 54 11 3 2 3 73
differentiation
%
42 73 9 6 9 100

Promotion tools Freq

creates new 57 9 4 1 2 73
content and
communication %
51 27 12 3 6 100
opportunities
Promotion tools Freq
creates upsell and 3 1 5 56 8 73
cross sell
opportunities %
9 3 15 48 24 100

Source: Researcher (2020) 

The table shows the findings on effect of promotion tools on customer loyalty in micro and small
enterprises of Kitutu Chache North, Kisii County. As per the table, promotion tools creates
differentiation as was shown by54 (42%) of the respondents who strongly agreed with this
statement. 11(33%) agreed, 3(9%) were undecided, 2 (6%) disagreed and 3(9%) strongly
disagreed with this statement.
Promotion tools creates new content and communication opportunities as was echoed by
57(51%) of the respondents who strongly agreed and 9(27%) who agreed. On the same note,
4(12%) were undecided, 1(3%) disagreed and 2(6%) strongly disagreed with the statement
showing that the majority were for this statement.
The researcher also ascertained that 3(9%) who strongly agreed and 1(3%) agreed with the
statement that promotion tools creates upsell and cross sell opportunities. The study also found
out that 5(15%) of the respondents were undecided, 56(48%) disagreed, and 8(24%) strongly
disagreed. Based on this, it is evident that a large proportion of the respondents disagreed and
strongly disagreed.

4.3.4 Effect of technological systems on customer loyalty in micro and small enterprises of
Kitutu Chache North, Kisii County
To achieve the fourth objective, the researcher had to find out the effect of technological systems
on customer loyalty in micro and small enterprises of Kitutu Chache North, Kisii County. The
findings are relayed on table 4.8;

Table 4.8; Effect of technological systems on customer loyalty in micro and small
enterprises of Kitutu Chache North, Kisii County
Strongly Agree Undecided Disagree Strongly Total
agree Disagree

Technological Freq
systems enables 54 11 5 2 1 73
all customer
service and %
support requests
42 73 15 6 3 100
are consolidated in
one place
Technological Freq
systems leads to 56 8 2 4 3 73
workflow
automation %
48 24 6 12 9 100
Technological Freq
systems enables 3 2 4 57 7 73
self service help
for customers and %
prospects 9 6 12 52 21 100

Source: Researcher (2020) 

The table shows the findings on the effect of technological systems on customer loyalty in micro
and small enterprises of Kitutu Chache North, Kisii County. As per the table, technological
systems enables all customer service and support requests are consolidated in one place as was
shown by 14(42%) of the respondents who strongly agreed with this statement. 11(73%) agreed,
5(15%) were undecided, 2(6%) disagreed and 1(3%) strongly disagreed with this statement.
Technological systems leads to workflow automation as was echoed by 16(48%) of the
respondents who strongly agreed and 8(24%) who agreed. On the same note, 2(6%) were
undecided, 4(12%) disagreed and 3(9%) strongly disagreed with the statement showing that the
majority were for this statement hence it can be stated that with good storage, material quality
improves and so does customer loyalty.
The researcher also ascertained that 3(9%) strongly agreed and 2(6%) agreed that technological
systems enables self service help for customers and prospects. The study also found out that
4(12%) of the respondents were undecided, 17(52%) disagreed, and 7(21%) strongly disagreed.
 CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1 Introduction
This chapter contains a summary of the study findings, after which conclusions are drawn,
recommendations made and suggestions for further studies.

5.2 Summary of findings

This section provides findings from the study basing on what the respondents reached by the
study had to say about the study topic.

5.2.1 General Information

It was found out that 15% of respondents in this study were female and this therefore points to
the store composition while the males are 85%. In this case therefore, it can be concluded as a
general observation that the store has more male employees than their female counterparts. In
spite of this, the researcher was able to get responses from both genders implying that they were
equally represented in the study hence the study findings are not from a single gender and this
brings out diversity in the responses. The findings on the table 4.1 show that 37% of the
employees who participated in the study were in the age range of 18-30 years, 24% were 31-40
years, 18% were 41-50 years and 21% were over 51 years of age, showing that most responses
obtained from the study came from individuals aged 18-50 years while very few of the responses
came from individuals 41-50 years old. Generally, most of the respondents were below 40 years
characterized by youthfulness and lots of activity while very few of the respondents were more
than 40 years of age. These findings therefore show that a larger proportion of the employees is
made up of youthful individuals who are keen on building their careers and can therefore work
much better for the sake of store productivity as well as their own development.
The findings show that 43% of the respondents have been in the store for less than 2 years, 30%
have been in the store for between 2 and 5 years, and 27% have worked for the store for over 6
years. It is evident that none of the respondents had certificate as their highest level of education.
It was also ascertained that 73% of the respondents had diploma as their highest level of
education as the largest proportion of 67% have degrees as their highest level of education. The
findings on this table show that most of the respondents had specialized training in their areas of
study and therefore were in a position of responding well to the questions relayed on the
questionnaires. These findings were pointers to the credibility of the study findings.

5.2.2 Effect of customer recognition on customer loyalty in micro and small enterprises
Customer recognition help activate the pleasure centers of the brain by sending someone a note
of appreciation or a small gift. This is according to 52% who strongly agreed as 24% of the
respondents agreed with the statements. Further, the findings show that 15% of the respondents
were undecided, 3% disagreed and 6% strongly disagreed. The study findings also show that
customer recognition and paying attention to a customer specific holiday improves customer
loyalty as is evident from the responses which show that 43% of the respondents strongly agreed
and 73% agreed. Further, it was ascertained that 6% were undecided, 39% disagreed and a
similar number strongly disagreed.

5.2.3 Effect of brand visibility on customer loyalty in micro and small enterprises
45% of the respondents strongly agreed that brand visibility increase market share and sales,
30% agreed, 12% were undecided and 3% disagreed and 9% strongly disagreed showing that
when product identification is done properly, the store’s performance can be promoted with ease.
The study also ascertained that brand visibility leads to scale in new places as shown by 51% of
the respondents who strongly agreed, 24% who agreed, 15% who were undecided, 6% and 3%
who disagreed and strongly disagreed respectively. Due to the nature of the response above, it
can be concluded that product identification reduces the likelihood for losses. Brand visibility
improve brand perception. From the study, 14(42%) of the respondents strongly agreed, 36%
agreed, 6% were undecided, 9% disagreed, and 6% strongly disagreed hence it can be concluded
that random storage is important for customer bonding.

5.2.4 Effect of promotion tools on customer loyalty in micro and small enterprises
The table shows the findings on effect of promotion tools on customer loyalty in micro and small
enterprises of Kitutu Chache North, Kisii County. As per the table, promotion tools creates
differentiation as was shown by 42% of the respondents who strongly agreed with this statement.
73% agreed, 9% were undecided, 6% disagreed and 9% strongly disagreed with this statement.
Promotion tools creates new content and communication opportunities as was echoed by 51% of
the respondents who strongly agreed and 27% who agreed. On the same note, 12% were
undecided, 3% disagreed and 6% strongly disagreed with the statement showing that the majority
were for this statement.
The researcher also ascertained that 9% who strongly agreed and 3% agreed with the statement
that promotion tools creates upsell and cross sell opportunities. The study also found out that
15% of the respondents were undecided, 48% disagreed, and 24% strongly disagreed. Based on
this, it is evident that a large proportion of the respondents disagreed and strongly disagreed.
From these findings, it can therefore be stated that there is a relationship between delivery
schedule and performance at the company.

5.2.5 Effect of technological systems on customer loyalty in micro and small enterprises
The table shows the findings on the effect of technological systems on customer loyalty in micro
and small enterprises of Kitutu Chache North, Kisii County. As per the table, technological
systems enables all customer service and support requests are consolidated in one place as was
shown by 42% of the respondents who strongly agreed with this statement. 73% agreed, 15%
were undecided, 6% disagreed and 3% strongly disagreed with this statement.
Technological systems leads to workflow automation as was echoed by 48% of the respondents
who strongly agreed and 24% who agreed. On the same note, 6% were undecided, 12%
disagreed and 9% strongly disagreed with the statement showing that the majority were for this
statement hence it can be stated that with good storage, material quality improves and so does
customer loyalty. The researcher also ascertained that 9% strongly agreed and 6% agreed that
promotion tools creates upsell and cross sell opportunities. The study also found out that 12% of
the respondents were undecided, 52% disagreed, and 21% strongly disagreed therefore it is right
to conclude that there is a relationship between storage and customer loyalty.

5.3 Conclusions
The study findings led to the conclusion that customer recognition help activate the pleasure
centers of the brain by sending someone a note of appreciation or a small gift; customer
recognition and paying attention to a customer specific holiday improves customer loyalty;
customer recognition and staying connected to your best customers improves customer loyalty.
Brand visibility increase market share and sales; Brand visibility leads to scale in new places;
Brand visibility improve brand perception.
Promotion tools creates differentiation; promotion tools creates new content and communication
opportunities. There is a relationship between delivery schedule and performance at the
company.
Technological systems enables all customer service and support requests are consolidated in one
place; Technological systems leads to workflow automation. There is a strong relationship
between storage and customer loyalty

5.4 Recommendations
The findings led to the following recommendations;
Customer bonding should be practiced effectively to ensure that the benefits realized reflect
directly to customer loyalty.
The store needs to stress on product identification as a form of customer bonding, to help it in
achieving improved customer loyalty.
The top management should be committed to the realization of proper customer bonding as a
way of ensuring customer loyalty is positively improved.

5.5 Suggestions for further study

Further studies should be done on effects of customer bonding on procurement performance as

well as effects of customer bonding on performance