Influence of Point-Based Program on Financial Performance of Selected Firms in the Service Industry in Kenya.

Abstract

Introduction: Points based programs are programs offered by service industries to their customers when they make a purchase. In Points based system, frequent customers earn points, which translate into some type of reward: discount, gifts, or special customer treatment, customer purchases toward a certain amount of points to redeem their reward.
 Purpose: This study sought to establish the influence of point-based program on financial performance of selected firms in the service industry in Kenya.
 Methodology: The research design adopted descriptive method of the study. The target population was three (3) telecommunication firms (Safaricom, Airtel and Telkom Kenya), 5 supermarkets and 18 Five Star hotels. The study used census survey method for telecommunication firms and all the 18 five-star hotels in Nairobi offering loyalty points and thus there was no sampling. The study used secondary data extracted from financial statements. The researcher used both descriptive and inferential statistics. Descriptive analysis and trend analysis of the dependent and the independent variable were conducted.
 Findings: The results showed that point-based program has a positive and significant relationship with financial performance of selected supermarkets in Kenya.
 Recommendations: The study recommended that it’s imperative for the policy makers such as Communication Authority of Kenya, Tourism Authority of Kenya and the ministry of trade to support the development and usage of point based programs among supermarkets firms in Kenya. This can be done in friendly manner such as avoiding overly broad and strong regulation of the point based programs. In this regard, the government and the law makers should ensure that they involve a variety of point based programs stakeholders in the regulatory process, so that their vision and needs can be fairly balanced with government interests.