THE ROLE OF VALUE CHAIN ACTIVITIES ON CUSTOMER SATISFACTION IN THE COFFEE SECTOR IN KENYA
Abstract
Coffee has continued to play a key role in Kenya’s economy. However, coffee prices have been declining over time. Severally, studies have pointed at productivity and marketing as the main contributors to this decline. Performance is the total output achieved from the activities of the business enterprise.( Otundo,2009 ). Customer satisfaction emanates from good performance. This study aimed to establish the role of value chain activities on customer satisfaction. The specific objective was to establish the role of value chain activities on customer satisfaction in the coffee sector in Kenya. A descriptive research design was used. Descriptive and inferential statistical analysis of data was done using SPSS. The findings of the study were that value chain activities have a statistically significant role on customer satisfaction. The study recommended that managers must reinvent and reconfigure their strategies in regard to value chain activities in order to satisfy and retain customers.
Key words: value chain, customer satisfaction, primary activities, secondary activities, support activities.
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DOI: http://dx.doi.org/10.61426/sjbcm.v1i2.65
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