Abstract:
The
bra
nd
archit
ecture
of an organiz
ation
enables
custom
ers
to
enjo
y
a wide
range of
servic
es by the
same
servic
e give
r. The
purpo
se of
thi
s stud
y
wa
s to
assess
the
moder
ating effect of
brand
architec
ture
on
the
relations
hip
betwe
en
responsi
veness
and
cust
omer
loy
alty
in
the
mobi
le
tele
comm
unica
tions
indus
try in
Ke
nya. Th
e obje
ctives of
the
stud
y we
re to
establis
h the
effect of
responsi
veness
on
custom
er loyalty and
to
find
out
the
moder
ating effect
of
bra
nd
archit
ecture
on
the
relations
hip
betwe
en
responsi
veness
and
custo
mer
loyalty. An
explana
tory surve
y desig
n whic
h is
a qua
nti
tative
research desig
n was adopted.
The
theor
y of reason
ed action
guided
the
stud
y. The
subscr
iber
s of
the
fou
r tele
com
mobi
le
provide
rs,
(Sa
faric
om,
Airte
l, Te
lecom
Ke
nya Lim
ited (
Orange
),
and
Essa
r (YU
),
in
Eldore
t Tow
n (W
este
rn
Ke
nya) we
re targeted.
They tot
aled
ove
r 306,683
. A
sampl
e siz
e of
500
respo
nde
nts
wa
s selec
ted
usin
g str
atifie
d and
systema
tic
sampl
ing
whic
h are prob
abil
ity sampl
ing
designs.
Que
stionna
ire
s with
Likert
sca
le
que
stions
we
re use
d
to
coll
ect
data.
Mult
ipl
e regressi
on
and
Hie
rarchica
l mod
erated
regressi
on
analysis
were use
d for
data
analysis.
Before brand
archit
ecture wa
s
int
rodu
ced
int
o the
relations
hip,
it was
establis
hed
that
respon
sivene
ss
deter
mi
nes
custom
er loyalty of
mob
ile
subscr
iber
s of
tele
com
mobi
le
provide
rs
as the four
items
use
d
had
a
sig
nific
ant
effect on
custom
er loyalty. Af
ter the
int
roduc
tion
of
bra
nd
archit
ecture int
o the
relationshi
p it wa
s establis
hed that
ther
e was both
a posi
tive effect an
d a negative effect. Onl
y one
item
had a sig
nific
ant
effect
on
custom
er loyalty. Whil
e decidi
ng on
offering
more
servic
es to
the
subscr
iber
s, the
tel
ecom
mobi
le
provide
rs
shoul
d know
that
the
relations
hip
betwe
en their
responsi
veness and c
ustom
er lo
yalty w
ill cha
nge.
