Brand Awareness and Customer Loyalty in Selected Chain Restaurants in Nairobi, Kenya
DOI:
https://doi.org/10.53819/81018102t4411Abstract
This study investigated the influence of various elements of brand awareness on customer loyalty within selected chain restaurants in Nairobi, Kenya. Despite their robust market presence and investments in pricing and quality incentives, fast-casual dining chains encounter challenges in customer retention amidst intense competition and evolving consumer preferences, frequently overlooking strategic opportunities by disregarding brand awareness factors. By applying Keller’s Customer-Based Brand Equity Model and Thibaut and Kelley’s Comparison Level Theory, the research employed both descriptive and explanatory methodologies. The study involved 3,550 customers from fourteen outlets of two fast-casual restaurants located in busy shopping centers in Nairobi. These establishments were strategically situated within the malls and directly competed by offering comparable products. A random sample of 347 respondents was selected based on daily sales figures. Data was gathered using structured questionnaires, and the analysis included descriptive statistics and simple linear regression. The findings showed that brand awareness significantly and positively influences customer loyalty (β = 0.135, p = 0.013). These results suggest that boosting cognitive brand salience can enhance long-term customer retention. It is recommended that restaurant management focus on digital engagement strategies such as targeted social media campaigns, using user-generated content, improving interactive feedback systems, and collaborating with local micro-influencers to reinforce brand value.
Keywords: Brand awareness, Brand image, Customer loyalty, Chain-affiliated restaurants, Nairobi.
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