The brand architecture of an organization enables customers to enjoy a wide range of services by the same service giver. The purpose of this study was to assess the moderating effect of brand architecture on the relationship between responsiveness and customer loyalty in the mobile telecommunications industry in Kenya. The objectives of the study were to establish the effect of responsiveness on customer loyalty and to find out the moderating effect of brand architecture on the relationship between responsiveness and customer loyalty. An explanatory survey design which is a quantitative research design was adopted. The theory of reasoned action guided the study. The subscribers of the four telecom mobile providers, (Safaricom, Airtel, Telecom Kenya Limited (Orange), and Essar (YU), in Eldoret Town (Western Kenya) were targeted. They totaled over 306,683. A sample size of 500 respondents was selected using stratified and systematic sampling which are probability sampling designs. Questionnaires with Likert scale questions were used to collect data. Multiple regression and Hierarchical moderated regression analysis were used for data analysis. Before brand architecture was introduced into the relationship, it was established that responsiveness determines customer loyalty of mobile subscribers of telecom mobile providers as the four items used had a significant effect on customer loyalty. After the introduction of brand architecture into the relationship it was established that there was both a European Scientific Journal November 2017 edition Vol.13, No.31 ISSN: 1857 -7881 (Print) e -ISSN 1857 249 positive effect and a negative effect. Only one item had a significant effect on customer loyalty. While deciding on offering more services to the subscribers, the telecom mobile providers should know that the relationship between their responsiveness and customer loyalty will change. Keywords:Brand Architecture, Responsiveness, Customer Loyalty, Moderating IntrodutionMobile telecommunication (mobile service provision) refers to the exchange of information, ideas and thoughts through the medium of a mobile phone, telephone or wireless network (Gause, 2007). According to the World International Property Organization (WIPO, 2009), a mobile communication system/network refers generally to any telecommunication system which enables wireless communication when users are moving within the service area of the system. Mobile telecommunication industry is one of the biggest developments of advanced technology and it has become of very big interest now. The world lately has found itself becoming a world village because of the mobile telecommunication network. Many businesses can now go international because of telecommunication. That is why it is important to study its development. Kenya is one country that has embraced the use of the mobile phone.The telecommunication market is growing in Kenya and so there is competition among the mobile service providers to tap the vast market. Currently there are four mobile telecommu...

The specific objective of this study was to establish the moderating effect of brand architecture on tangibles and customer loyalty in the mobile telecommunications industry in Kenya. This study adopted an explanatory survey design. The telecom mobile subscribers of the four telecom mobile providers, (Safaricom, Airtel, Telecom Kenya Limited (Orange), and Essar (YU), in Western Kenya formed the target population. The study targeted all mobile service subscribers of Eldoret town who total over 306,683. The study used stratified and systematic sampling designs and a sample size of 400 subscribers was used. The data for this study was collected by use of questionnaires. Moderated regression analysis was used to test the moderating effect of brand architecture on the relationship between tangibles and customer loyalty. Before brand architecture was introduced into the relationship, it was established that tangibles determine customer loyalty of mobile subscribers of telecom mobile providers. The results, after the introduction of brand architecture into the relationship, were that there was both a positive effect and a negative effect. With the introduction of the moderator variable only the item "my service provider's physical activities are visually appealing" had a significant effect on customer loyalty. The recommendations of the study are that while deciding on the physical activities the telecom mobile providers should see to it that the materials are appealing, their employees are neat and that materials associated with the service (such as pamphlets etc.) are visually