Effect of Brand Awareness on Customer Retention in the Mobile Telecommunication Industry in Kenya: A Case of Airtel Kenya

Abstract

The stiff competition for customers and increase in buyers awareness has made buyers want to pay for their recognizable and constructive brand. Therefore, a strong brand awareness has become the most competitive advantage in attracting and retaining customers. Brand awareness include advertising, personal selling, sale promotion and public relation. This study sought to determine the effect of brand awareness on customer retention in Airtel mobile company in Kenya. The aspect of brand awareness that were examined include brand visibility and promotion tools on customer retention in Airtel Kenya mobile company. The study adopted a descriptive survey design. Questionnaires were used to collect the data where 334 respondents completely filled them. Descriptive and content analysis techniques were used to analyze the data. The study revealed that Airtel mobile company has promoted its brand by measures such as quick and efficient services. The company utilises a number of promotional mix to build a strong brand awareness among its customers. The most used promotional tools include sale promotion, advertisement in television and improvement of tarriff rate. The study further revealed that Airtel Kenya has benefited from promoting its brand that has become popular among potential customers The study recommend that Airtel mobile company should intensify its promotional tool strategies such as being involved in charitable activities so that customers can see that the company caters for their welfare rather than making profit only.