EFFECT OF SERVICE QUALITY ON BRAND IMAGE OF LOGISTIC FIRMS IN MOMBASA COUNTY
This study sought to examine the effect of service quality on brand image of logistic firms in Mombasa County with a case study of logistics firms in Mombasa Island. The study specifically looked at how responsiveness, reliability, empathy and assurance affect brand image of logistic firms. The target population consisted of 120 logistic managers and Human resource managers drawn from 60 logistic firms in Mombasa Island. Stratified sampling technique was used to obtain a sample size of 92 respondents using formula proposed by Yamane. Data collection was done through the use of structured questionnaires with closed ended questionnaires. The data was summarized and tabulated using descriptive measures. Factor analysis was used to identify the underlying factors. Descriptive statistics was used to summarize the results for each of the main variables Data analysis was done using SPSS to generate quantitative reports which were presented in the form of tabulations, percentages, mean and standard deviation. The findings established that responsiveness has a positive and significant relationship with the firm's brand image. Further the study established that firm has improved its dependability from the customers. The study concluded that firm staff informs customer exactly when services will be performed The study also concluded that employees of the firm provide prompt service to the clients and that the firm employees communicate the progress of service to the customers adequately The study recommended that the firm should make it a policy to communicate to the customer exactly when services will be performed The study also recommended that the firms should train employee on service management to attract clients and that the firm employees communicate the progress of service to the customers adequately Key Terms: Assurance, Brand image, Customer satisfaction, Empathy, Service quality, Reliability, Responsiveness CITATION: Muok, T. O. Mutuku, B. (2019) Effect of service quality on brand image of logistic firms in Mombasa County. The Strategic Journal of Business Change Management, 6 (2) 502 521.