CUSTOMER CAPITAL AS AN ANTECEDENT OF ORGANIZATION PERFORMANCE: A SURVEY OF SELECTED SMALL AND MEDIUM ENTERPRISES AT ELDORET TOWN, SOGOMO ESTATE

Author's Name: Martin Mabonga Wekesa,
Subject Area: Social Science and Humanities
Subject Economics
Section Research Paper

Keyword:

Customer Capital, Organization Performance, Small and Medium Enterprises


Abstract

This study sought to determine the effect of Customer Capital on organization performance of Small and Medium Enterprises at Eldoret Town, Sogomo Estate. The specific objective was to determine the effect of Customer Capital on organization performance. The study used positivism research philosophy and a survey research design was used in collection of data. A target population of 150 Small and Medium Enterprises was considered in the study. The study used a sample size of 45 Small and Medium Enterprises. The data was analyzed using inferential statistics; correlation and simple linear regression model. The study found that Customer Capital positively affects organization performance though not statistically significant (ß1 = .039, p = 0.416, a > 0.05). The conclusion of the study was that Customer Capital does not significantly affect the performance of Small and Medium Enterprises. Customer Capital explains 0.7 % total variation of the performance of Small and Medium Enterprises. Small and Medium Enterprises should work around the clock to ensure they offer good quality products, quality service delivery that results into customer satisfaction. Small and Medium Enterprises should avoid totally the sale of expired products, overcharge and underweight products.

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