Browsing by Author "Sirai, Sylvia Chebet"

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An Analysis Of Brand Equity and Its Influence On Customer Satisfaction Of A Football Team Among Female Fansin Public Universities In Kenya
(International Journal of Novel Research in Marketing Management and Economics, 2018-08-11) Sirai, Sylvia Chebet
The increasing competition in the business sector requires that teams that are involved in developing the brands come up with brands that consumers can easily differentiate from those of the competitors to make their brand stand out. Football teams rely on fans for their success, providing income through ticket sales, television viewing and purchasing team branded products. Yet this area remains unexplored in Kenya hence the researchers desire to assess the influence of brand equity on customer satisfaction of football team among universities female fans in Public Universities in Kenya. The specific objective to be undertaken for the research was: To examine the influence of brand awareness on customer satisfaction of a football team among female fans in public universities in Kenya. The study adopted explanatory research design to determine the influence of brand equity on customer satisfaction of a football team. A target population of 1846 respondent was investigated. A sample of 319 was then used for the study. Stratified and snowball sampling techniques were employed. Semi-structured questionnaire was used as instrument of data collection. Content validity was measured through expert judgment while reliability was measured by use of Cronbach’s Alpha coefficient method at p<0.05. The data obtained was analyzed using descriptive and inferential statistics comprising of chi-statistic, multiple regression analysis and Anova. The objective sought to determine the influence of brand awareness on customer satisfaction among female football fans in public university. The p-value of the test statistic was p=0.009 since the p-value is less than the chosen level of significance (0.05), the null hypothesis is rejected. The study recommends to football that they should design fitted jerseys for female fans with appealing colors and teams should sign world class players to ensure good performance.
Effect Of Strategic Evaluation And Control On Financial Performance Of Small And Medium Entreprises In Juba, South Sudan
(Quest Journals Journal of Research in Business and Management, 2021-12-23) Sirai, Sylvia Chebet
The SMEs play a fundamental role in economic growth in East African region with inclusion of South Sudan contributing around 70% of the country’s GDP that employed almost 63.6% of the workforce. The adoption and implementation of the strategic planning practices like strategic formulation, implementation, evaluation and control by these SMEs has been inadequately addressed. The main drive of this research paper is to. To evaluate the effect of strategic evaluation and control on financial performance of SME’s in Juba, South Sudan. The research design used was the cross sectional method. The target population of this study consisted of 4,951 registered companies as per the Ministry of Justice and Constitutional Affairs of the Republic of South Sudan, 2019.This study used the formula by Krejcie and Morgan Table to select a sample size of 381- registered company from a target population of 4,951 of small and medium enterprises in Juba, South Sudan. Data was collected using the structured questionnaires. A pilot test was conducted on 39 respondents from Tereka County which is outside Juba City to verify the reliability of the data instrument. Content, construct and face validity were done and reliability of the research instruments was achieved through conducting reliability analysis which yielded a Cronbach Alpha coefficient of 0.805. Strategic evaluation practice had a statistically significant impact on the financial performance of SME's in Juba. Effect of strategic evaluation on the financial performance of the SMEs in Juba, South Sudan reduces with increase in the strangeness of the government regulations imposed on the SMEs. Recommendations of the study were: owners and managers of SMEs in Juba South Sudan should examine and progressively implement strategic plans being in mind the strategic implementation indicators like organizational tasks, strategic vision and mission statements which should be well incorporated and implemented. The government of South Sudan should lessen their regulations towards the SMEs operations in Juba, South. This would improve the financial positions of the SMEs and their effect would be felt in the running of the economy. The results of the study would be useful especially in providing additional information to current and future establishments of strategic planning practices in organizations if implemented and to allow them to remain competitive. Other beneficiaries would include planners, academicians, finance experts the Ministry of Trade and Industry and the people of South Sudan in general.
Effects of Gender of the Celebrity on Consumer Purchase Intention of Public University Students.
(Journal of International Business, Innovation and Strategic Management, 2022-06-07) Ochieng, Trizer Awino; Sirai, Sylvia Chebet; Fwamba, Rashid
Celebrities are popular persons due to their physical attractiveness and trustworthiness to the people. Marketers use them for brand advocacy to their targeted consumers by enhancing awareness and credibility. Several previous researches have demonstrated that this as a promotion platform causes positive influence on purchase decision and intentions of many customers more so for new market entry brands. As such, the present study examined the effect of Gender of celebrity on consumer purchase intention of public university students in Western Kenya and employed Proctor &Gamble’s Ariel detergent as the study object. The study was anchored on the source attractiveness model, and the dual entertainment model. All the 57,715 students of the public universities in Western Kenya, were targeted, this includes: Masinde Muliro University of Science and Technology, Kibabii University, and Maseno University. The study used disproportionate stratified simple random sampling to sample 397 students of the three picked public Universities in Western Kenya, purposive sampling was utilized to sample three Ariel merchandisers promoting Ariel detergent in the three major towns in Western Kenya where the universities are located (Kakamega county, Bungoma county and Kisumu County). Data was then gathered through structured questionnaires and interview schedules. Reliability was tested using Cronbach (Alpha – α) which found out that the tool was valid and reliable. Both descriptive (means, standard deviations and frequency distribution) and inferential analysis (Pearson correlation and linear regression models) were utilized. The investigation uncovered that gender of the Celebrity had a statistically significant influence on consumer purchase intentions of public university Students in Western Kenya; b= 0.415, p-value = 0.000 < 0.05. The study concluded that gender had significantly strong positive causal influence on the customer purchase intentions.
Green talent workforce planning and employee performance in Kenyan public hospitals
(International Journal of Research in Human Resource Management, 2025-04-15) Wekesa, Abraham Simiyu; Wanyonyi, Kadian Wanyama; Sirai, Sylvia Chebet; Barasa, Peter Wawire
Green Talent Workforce Planning on employee job performance in Kenyan public hospitals using a mixed-methods cross-sectional survey of 345 healthcare professionals. Structural equation modeling revealed a strong positive relationship between GTWP and performance (β = 0.385, p<0.001), with the model explaining 84.5% of performance variance and leadership support emerging as a critical moderator (β = 0.364, p<0.001); qualitative themes converged with these quantitative findings, highlighting benefits in competency development, resource management, team dynamics, career satisfaction, and organizational transformation. The study, grounded in Green HRM, Transformational Leadership, and Human Capital theories, concluded systematic implementation of GTWP strategies with robust leadership support to maximize employee performance and sustainability outcomes, providing recommendations spanning policy, practice, and future research to advance green talent management in healthcare.
Influence of Inter-Group Conflict on Implementation of County Government Projects in Busia County, Kenya
(Journal of International Business, Innovation and Strategic Management, 2021-06-08) Sirai, Sylvia Chebet; Fwamba, Rashid
Management of organizational conflicts has become essential in the implementation of projects in both National and County Governments in Kenya. It is therefore important for continuous research studies in this area given its’ importance to national development. The purpose of the study was to establish the influence of inter-group conflict on implementation of County Government projects in Busia County. The study adopted Descriptive design with a target population of 127 employees of Busia County. The sample size of 127 was selected using census technique. Questionnaires were the main data collection instrument. The raw data was analyzed using descriptive statistics such as frequency and percentages while inferential statistics such as regression and correlation analyses were used to determine the relationship between the study variables. The findings were presented in tabular form. The findings of the study showed that inter-group conflicts had positive, linear and significant (p-value of less than 0.05) influence on the project implementation of County Government of Busia. The conclusions of the study indicated that inter-group conflicts explained 12.1% of variance in the project implementation of County Government of Busia. That is explained by inter-group conflict that accounted for 13.4% variations in the project implementation of County Government of Busia. The study recommends to the management of the County Government of Busia to invest more and train its staff on influence of inter-group conflicts and how these affect implementations of the projects. Organizations should come up with strategies on handling inter-group conflicts since it has adverse influence on the implementation of projects in the County Governments in Kenya
Influence of Perceived Quality of a Jersey on Customer Satisfaction of a Football Team among Female Fans in Public Universities in Kenya.
(Elixir Marketing Management, 2017-08-08) Sirai, Sylvia Chebet; Kalei, Anne; Nyaboga, Ibrahim; Obuba, Robert
The increasing competition in the business sector requires that teams that are involved in developing the brands come up with brands that consumers can easily differentiate from those of the competitors to make their brand stand out. Football teams rely on fans for their success, providing income through ticket sales, television viewing from proceeds of advertisement and purchasing team branded products. Yet this area remains unexplored in Kenya hence the researchers desire to assess the influence of brand equity on customer satisfaction of football team among universities female fans in Public Universities in Kenya. The specific objective was to examine the influence of perceived quality of a team jersey on customer satisfaction of a football team among female fans in public universities in Kenya. The Ministry of Sports will recognize how the female fans benefit sports and justify higher budgetary allocations for female league. The research study was anchored on the economic theory of discrimination which stipulates that groups are collectively against each other. In this theory men hold a taste for discrimination meaning that there is a disamenity value to women watching football. Hence female fans feel inferior in stadiums to their male counterparts. The study adopted explanatory research design to determine the influence of brand equity on customer satisfaction of a football team. A target population of 1846 respondent was investigated. A sample of 319 was then used for the study. Stratified and snowball sampling techniques were employed. Semi-structured questionnaire was used as instrument of data collection. Content validity was measured through expert judgment while reliability was measured by use of Cronbach’s Alpha coefficient method at p<0.05. The data obtained was analyzed using descriptive and inferential statistics comprising of chi-statistic, multiple regression analysis and Anova. The first objective sought to examine the influence of perceived quality of a team jersey on customer satisfaction of a football team among female fans in public universities in Kenya. A hypothesis was formulated with the assumption of no significant effect. The result shows that the value of test statistic is 21.339. The p-value of the test statistic is p=0.046 since the p-value is less that the chosen level of significance (0.05) null hypothesis was rejected.
Influence of Product Quality on Customer Satisfaction among Employees of the County Government of Bungoma, Kenya
(2023-02-11) Kalaja, Foni Agnes Mesiku; Sirai, Sylvia Chebet; Owoche, Patrick Oduor
Online shopping is the activity of interacting with and purchasing items, services, and other commodities from a vendor in real time over the internet. This component is evolving, and it was recently ignited by the Covid 19 pandemic epidemic and smartphone technology, which has led to an increase in the number of customers and business owners going online. As a result, customer satisfaction has emerged as an important topic to emphasize, because today's businesses are more concerned with customers than with sellers. As a result, the purpose of this study was to investigate the influence of product quality on customer satisfaction among employees of the County Government of Bungoma, Kenya. The research study was founded on the theories of the Technology Acceptance Model and the Innovation Diffusion Theory. The descriptive research design was used in this study. Close-ended questions were utilized to obtain data. The target population consisted of 7007 employees, and a sample of 218 was drawn using stratified and purposive sampling techniques. A pilot study was conducted to check the reliability of the questionnaire and content validity was utilized to assess the questionnaire's validity. The information gathered was analyzed through descriptive and inferential statistics. The relationship between variable product quality and customer satisfaction was statistically significant β=0.949; beta=0.729 and t=15.032, p0.05). As a result, it was established that improving product quality would significantly boost consumer satisfaction. The study recommended that issues concerning the quality/specifications of the product purchased, the same purchasing circumstances of the products, customer complaints, selling original products, and serving consumers be handled with attention. As a result, policymakers may utilize the findings to develop rules for data protection and cyber security safeguards. This would also have an impact on electronic transaction laws, which are critical for online payments.
Influence of Recruitment and Selection on Retention of Teachers Service Commission Secretariat Staff in Busia County, Kenya
(Journal of Human Resource and Leadership, 2021-06-08) Tawarar, Esther; Sirai, Sylvia Chebet; Aliata, Victor Lusala
Purpose: Employee retention has been a key source of competitive advantage as well as achievement of business goals and objectives. Employee turnover can have a detrimental influence on the implementation of business strategies and eventually lead to productivity reduction. The secretariat staff labour turnover at the Teachers Service Commission (TSC) has for years increased and this has affected the overall performance at the TSC since qualified employees with experience leave the TSC yearly. For example, in 2018, the recorded turnover of employees was at 20% and the efficiency of TSC fell by 5%. The purpose of the study was to establish the influence of recruitment and selection on retention of Teachers Service Commission secretariat staff in Busia County, Kenya. Methodology: Human Capital and Motivation theories served as the foundation for this study. In this study, a descriptive research design was used. The target population was 115 employees working at the TSC in Busia County as secretariat staff. The sample size was 115 according to Slovins, (1980). Findings: The findings revealed that recruitment and selection had a positive significant effect on retention (β=.408, p<.05). The study concluded that HRM practices have a positive influence on employee retention. Unique Contribution to Theory, Practice and Policy: The output of the research may be utilized by the Department of HRM practices at the TSC Kenya, by employers, academicians, employees, trade unions, HR practitioners, Ministry of Labour in the formulation of a systematic process of ensuring employee retention at work places. The outcome may also lead to efficient and effective service delivery as well as proper utilization of resources by all the departments at the TSC offices in Kenya.
The Effect of Hybrid Office Environments on Curriculum Support Officer Performance in Western Kenya
(IRE Journals, 2024-07-11) Kimingichi, Diphinah Nasimiyu; Mamuli, Laura Catherine; Sirai, Sylvia Chebet
The education sector has undergone significant transformations in recent years, with the emergence of new technologies and work arrangements reshaping traditional roles and practices. This study aims to examine the effect of hybrid office environments on the performance of curriculum support officers (CSOs) in the western region of Kenya. Using a cross-sectional survey design, data was collected from 115 CSOs across four counties. The results indicate a significant positive relationship between hybrid office environments and CSO performance (r = 0.462, p < 0.01). Regression analysis shows that hybrid office environments explain 21.3% of the variance in CSO performance. The findings suggest that the adoption of hybrid work arrangements can potentially enhance CSO performance, particularly in terms of work-life balance and job satisfaction. However, challenges in communication and collaboration within hybrid environments were also identified. The study provides valuable insights for educational policymakers and administrators in Kenya and similar contexts, offering evidence-based support for the adoption of flexible work arrangements while highlighting areas that require attention to maximize their effectiveness.
The Effects of Brand Equity on Customer Loyalty Towards Soft Drinks at Tuskys Supermarket, Eldoret
(International Journal of Research in Commerce, IT & Management, 2015-06-11) Sirai, Sylvia Chebet
The purpose of this study was to assess the effects of brand equity on sales performance of soft drinks companies, a case of Tuskys supermarket, Eldoret. The main objective was to assess the effects of brand equity on sales performance whose specific objective were: to assess the effect of brand equity on customer satisfaction, to investigate the effect of brand equity on customer retention and to analyze the relationship of brand equity on customer loyalty. The study will benefit companies producing soft drinks as it will provide a basis for decisions necessary to enable them to carry out product modification aimed at improving the market performance of their products. The research adopted the Keller and Lehmann (2003) model theory of Brand Value Chain which states that consumer mindset consists of multi-dimensional attributes including brand awareness and experiences. Customer mindset is likely to result in the market place performance such as increased customer loyalty and market share. There are three variables in the conceptual framework, the dependent, independent variables and the intervening variable. Brand equity is the independent since it is manipulated to see the effects that it will have on customer satisfaction, customer loyalty and customer retention which are the dependent variables. A descriptive research design was employed to determine the effect of brand equity on sales performance. A target population of 1000 was selected. A sample of 300 was then selected. The questionnaire was used as instruments of data collection. Data was analyzed through descriptive statistics. Data was presented through frequency tables and percentage. The major findings of the study were that Coca cola product is doing well because most customers are aware of its existence and this is as a result of advertising of its products that is done every day through the different media, making the customer prefer its brand as compared to the other. The signs of customers being loyal to a company’s product can be exhibited through presence of repeat purchase, increased in sales volume, increased in profits and improved market share. These signs are physical and therefore management can easily know which position it falls among the other brands in the market. The common effects of brand equity on sales performance is that when a product is tailored to suit the needs of customers and the customers become aware of this products through advertising, definitely it will lead to its good performance and beat the other products in the market. The challenges soft drink producing companies face include lack of management goodwill, competition from other soft drink producing companies and ineffective human resource policies. These challenges emanate from the top management and therefore can be addressed effectively if management provides finance to assist in advertising the company’s product.
The Influence of Education Diversity on Service Delivery among Employees in Kanduyi Sub-County.
(Journal of International Business, Innovation and Strategic Management, 2022-06-08) Mugodo, Alice Makungu; Sirai, Sylvia Chebet; Nyikuli, Stephen Eshiteti
Managing diversity in the workplace should be the concern of every public servant. In order to survive, an organization needs to be able to manage and utilize its diversity for creating advantages and its benefits. Managing diversity in the workplace should be a part of the culture of the entire organization. It is imperative to note that in spite of every effort made at different sectors of society including the Sustainable development goals, Constitution of Kenya 2010, the disparities in gender, age, ethnicity & culture continue to grow. The objective of the study was to determine the influence of education diversity on service delivery among employees in Kanduyi Sub-County. A case Study design was used in the study. The target population was 1,218 employees of the county government of Bungoma from Kanduyi Sub-County as per the county public service board. Stratified random sampling was used to sample 301 respondents from the target population of 1,218. Questionnaire was used as the instrument of data collection. The study tested content and construct validity with help of experts as well as a pilot study conducted in Bumula Sub County. Reliability of the questionnaires was determined at a threshold of 0.7 using Cronbach Alpha. A case study design was adopted. Data was analyzed using both inferential and descriptive statistics. Bivariate correlation, linear regression and multiple regressions were used to test the hypotheses set. The findings revealed that education diversity had a positive and significant effect on service delivery. From these findings, the study concluded that education diversity had significant effect on service delivery among employees of Kanduyi sub-county of Bungoma County government. Therefore, the study recommended that county governments should consider factoring education level when staffing the county institutions.
The Influence of Organizational Structure on Implementation of Strategy Among Vocational Training Centres in Bungoma County, Kenya
(The Strategic Journal of Business & Change Management, 2021-07-13) Nakhanya, N. W.,; Sirai, Sylvia Chebet; Okwemba, E.
With the current governments focus on skills development, Vocational Education is the future of social economic growth of any economy. However, the Vocational Training Centers have not been embraced as one would think making it a potential issue of research. The purpose of the study was to examine determinants of implementation of strategy in vocational training centers (VTCs) in Bungoma County, Kenya. The specific objectives were to evaluate the influence of organizational structure on implementation of strategy among VTCs in Bungoma County, Kenya. This research was anchored on contingency theory of leadership. A descriptive study design was employed. The study population was principals and departmental heads of the 36 registered government VTCs in Bungoma County, totaling to 193 respondents. Since the study population was homogenous it was sampled using Yamane’s sampling formula to get 130 respondents. Data was collected by help of questionnaires. A pre-study was done to measure how valid and reliable the study tools were. Validity tested content, functional and criterion validity by help of experts while reliability was measured by Cronbach alpha test, at a threshold of 0.7. Descriptive statistics was measured using frequencies and percentages and inferential statistics was measured using correlation as well as regression coefficients. The analyzed data was presented using APA tables. There is evidence that the relationship between Organizational structure and Strategy implementation in VTCs which was linear; the correlation coefficient (R) of 0.813 indicated a strong positive linear relationship. This implied that Organizational structure has a significant and strong relationship with the strategy implementation. It came out clearly in this research work that Strategy implementation is determined and influenced by several factors which are dependent on the type of determinants a firm has. Therefore, there is a significant relationship between determinants and Strategy implementation. The study recommended that, Vocational training centers should prioritize establishing perquisite management, technical and operational structures for effective service delivery. Secondly, county governments should establish and build the capacity of leadership in vocational training centers for enhanced performance. Thirdly, every vocational training center should develop and cultivate their organizational culture to enhance branding and competitive advantage.