INTERACTIVE COMMITMENT AND MARKETING PERFORMANCE OF MICRO AND SMALL ENTERPRISES IN NYANZA REGION, KENYA

Abstract

Marketers and managers try to get value able feedback form customers for the formation of long-term relationship which creates customer loyalty. To reinforce the relationship there is need for marketers to comprehend the extent to which a high degree of interactive commitment will enhance impact on loyalty and marketing performance outcomes. This is because the catalyst of positive customer relationship is a satisfied customer base fomented by interactive commitment. Therefore, in the context of developing countries the current study has focused on the influence of interactive commitment on the marketing performance of micro and small enterprises in Nyanza region, Kenya. A cross-sectional survey research design was adopted with a target population of 3,211 registered MSE owners in the Nyanza out of which sample size of 356 was selected using Yamanes (1967) formula. Data was collected using questionnaires and analyzed using descriptive statistics and inferential statistics using SPSS version 26.0. From the findings, interactive commitment explained 41.2 percent variation on marketing performance. A coefficient of .540 indicated that a unit change in interactive commitment leads to .540 units of positive change in marketing performance. In conclusion interactive commitment significantly affects marketing performance (t=15.595, P<0.05). In light of this, the study came to the conclusion that interactive commitment affects marketing performance. As a result, it follows that correct and efficient interactive commitment will probably result in higher marketing performance. In order to increase marketing performance, MSEs should desire to build a solid connection, be willing to make short- term sacrifices to sustain the relationship, and develop confidence in the durability of the relationship.