Customization and its Influence on the Performance of International Courier Firms in Kenya
Keywords:Customization, International Courier Companies, Market Segmentation, Performance
The primary objective of this research was to investigate the influence of customization on the performance of international courier companies operating in Kenya. The study employed a descriptive research design, utilizing the survey technique as its methodology. The research focused on operations managers, with an estimated population of 55 individuals representing various international courier firms in Kenya. To gather data, the researcher employed a census-based purposive sampling approach, targeting both primary and secondary sources. The data collection instrument of choice was the questionnaire, which had undergone a pilot test involving five local national courier companies in Kisumu. The analysis of quantitative data involved the application of both descriptive statistics, such as percentages, frequencies, averages, and standard deviation, as well as inferential statistics, including regression analysis and Pearson's correlations. Throughout the research process, ethical considerations were rigorously addressed, ensuring the integrity of the study. The findings of the study were presented through the use of tables. The research findings, as indicated by the model summary derived from simple linear regression, revealed that customization accounted for 23.8% (R2 = 0.238) of the variations observed in the performance of international courier companies in Kenya, with a statistically significant p-value of 0.001. When controlling for other factors within the model, multiple linear regression analysis demonstrated that a one-unit change in customization led to a substantial improvement of 0.397 units in the performance of these companies (β = 0.397, t = 3.489, P<0.05). Consequently, the study rejected the second null hypothesis and established that customization had a noteworthy influence on the performance of international courier companies in Kenya. The research contributes to existing theory by highlighting the relevance of market segmentation in the context of the freight industry, offering a foundation for future studies in this field. Furthermore, the study recommends that management in the courier industry actively seek feedback from their clientele to gauge their satisfaction levels and identify areas for improvement. Emphasizing a market-oriented approach is suggested, as it would enable these companies to better understand the genuine needs and desires of their customers, ultimately enhancing their overall performance.
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