THE EFFECT OF MARKETING STRATEGY ON A CUSTOMER FOCUSED PERFORMANCE: IN THE CASE OF SAFARICOM ETHIOPIA

Abstract

The main objective of this study was to investigate the effect of marketing strategy on a customer focused performance in the case of safaricom. based on 7p’s marketing model.Explanatory research design along with quantitative and qualitative research approach was adopted to test the proposedhypotheses. Customers of safaricom were considered as a study population and a totalof 384 sample respondents were selected using judgmental and convenience non-probabilistic sampling technique.Of which 384 valid and usable primary data were collected through selfadministered questionnairesand processed via SPSS version 27. Both descriptive and inferential statistics were used to describeresponses regarding the study variables and test the seven proposedhypotheses.The results of thefindings revealed that price,people,process and place hadpositive and strong relationship with customer focused performance. Specifically,pricehad relatively the highest effect (=.318) on customerfocused performance followed by people (=.189) at p-value0.00. Whereas physical evidence demonstrated an effect (=.143), promotion(=.117)had relatively low effect on customer focused performance. Thus, based on the results, all proposedhypotheses were supported. It can be concluded that price, people process are determinant facts that predict the variation on customer focused performance of safaricom Ethiopia. Managements of the telecom sector should exert more effort on setting price against this background and charge acceptableand competitive service fees. While also considering service customization and better offer with customers. Finally, it is recommended that safaricom should explore other factors that may be influencing their customer focused performance but were not included in this analysis.