Relationship Marketing and Customer Loyalty in the Fast-Moving Consumer Goods (FMCG) Industry in Nairobi County

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Customer loyalty is significantly influenced by relationship marketing dimensions such as trust and perceived value.
Trust emerged as the strongest predictor with a beta coefficient of 0.595, highlighting its critical role in enhancing customer loyalty.
The study utilized a descriptive research design with a sample of 267 marketing professionals from 45 FMCG companies.
Recommended strategies include improving service quality and training employees to foster trust and enhance customer retention.

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Descriptive analysis examines relationship marketing factors impacting customer loyalty in FMCG sectors, suggesting avenues for improvement.

Raiton Sababe Mulima (2025) studied this question.

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Descriptive analysis examines relationship marketing factors impacting customer loyalty in FMCG sectors, suggesting avenues for improvement.