African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 158

Table of Content: October 2012; 4(5)

October 2012

Value’s association and their influence on price and share of orders

  This paper investigates the influence of values on price and share of orders based on a multiple case study involving four global buyers and their global suppliers of premium industrial components (bearings, electronics, hydraulics and pneumatics). The following value drivers were considered: product, service and supply. Results showed ranges of prices and share of order not described in the literature, as...

Author(s): Fabio Benevite, Giancarlo Medeiros Pereira, Miriam Borchardt and Miguel Afonso Sellitto

October 2012

Customer satisfaction and innovative service science by marketing programs: A case study of Cliven products

  To meet the needs of modern society, each part of the world has its own different popular products and seasonal merchandise. Variety is necessary in order to achieve marketing aims to not only meet the needs of customers but also lead to the development of successful marketing programs tailored for the company. The customer also has some understanding of commodities, such as product features. These...

Author(s): Cheng-Wu Chen,

October 2012

Service quality, satisfaction, perceived value and loyalty among customers in commercial banking in Nakuru Municipality, Kenya

  Service firms have increasingly recognized the role of customer loyalty in the creation and maintenance of competitive advantage. Customer loyalty positively influences firm performance. Keeping loyal customers is beneficial to organizational performance despite there being little agreement as the determinants of customer loyalty in commercial banks. Therefore, this paper examines the extent to which service...

Author(s): Daniel Onwonga Auka