| dc.description.abstract | CCK (2022) found that 11.8% of the consumers were based in Nairobi, while 8.2% and 5.5%,
respectively, were from Mombasa and Laikipia. The findings revealed that the average level of
satisfaction with private courier service providers was 67%, as determined by the assessment of
four specific qualities (service quality: 74%; complaint resolution: 61%; customer service quality:
65%; response time: 68%). There exist deficiencies in the provision of postal and courier services,
as well as limited accessibility to these services. In order to thrive in today's fast-paced and fiercely
competitive global market, the courier services business must, first and foremost, innovate on a
consistent basis. The general objective of this study was to establish the effect of niche marketing
on performance of international courier companies in Kenya. The study was guided by the
following objectives: to assess the effect of concentrated marketing on performance of international
courier companies in Kenya, to examine the effect of customization on performance of international
courier companies, to evaluate the effect of positioning on performance of international courier
companies and to investigate the moderating effect of organizational factors on niche marketing and
performance of international courier companies. The hypothesis of the study was there is no
significant relationship between concentrated marketing and performance of international courier
companies; There is no significant relationship between positioning and performance of
international courier companies; There is no significant relationship between customization and
performance of international courier companies and Organizational factors have no significant
moderating effect on the relationship between niche marketing and performance of international
courier companies. The study adopted an explanatory research design using survey method. The
study targeted an estimated population of 55 international courier companies in Kenya by targeting
the marketing managers. The researcher used purposive sampling technique through census. Data
was collected from primary sources using questionnaires. The questionnaires were pre-tested with
five national courier firms within Kisumu town. This study used both descriptive statistics
(percentages, frequencies, means and standard deviation) and inferential statistics (regression and
Pearson’s correlations) to analyze quantitative data. While conducting the study, the researcher
observed ethical issues. The results from multiple linear regression indicated that concentrated
marketing (B1=0.384, P=0.003), Customization (B2=0.197, P=0.024); Positioning (B3=0.345,
P=0.000) have positive and significant effect on performance of international courier companies in
Kenya. Niche marketing significant accounted for 66.4% (R2=0.664) variance in organizational
performance. Organizational factors had significant moderating effect on the relationship between
niche marketing and organizational performance. The hierarchal regression moved r square from
66.4% (R2=0.664) to 78.8% (R2=0.788) significantly explaining addition 12.4% change in r square.
Therefore, the study concluded that organizational factors moderate the relationship between niche
marketing and performance of international courier companies. The study further recommended
that management of courier companies should choose specific market segments for some of its
service offerings. The study further recommends that the management should enhance seeking of
feedback from their clients on their satisfaction level of their services. Courier companies should be
marketing- oriented as this will enable the companies to get insights on the actual needs and wants
that customers have. Courier companies should also embrace transformational leadership since it
enables them to determine the choice of market concentration, positioning, customization, and
allocation of resources. The study's findings will provide the management of international courier
companies with valuable information for developing and executing corporate niche strategies. The
results of the research would be helpful to the government in creating policies to safeguard the
public as well as the participants in the business. The findings of this study may serve as a jumpingoff
point for future research, and the findings may even stimulate the development of other studies
in this field. | en_US |
