MBA Theses and Dissertations (2025)

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Factors influencing customer satisfaction with online food Delivery platforms in Nairobi County
(Strathmore University, 2025) Mbau, B. N.
The online food delivery sector in globally has experienced substantial growth, largely due to the increasing reliance on digital platforms for food ordering. This study explored the key factors influencing customer satisfaction with online food delivery services in Nairobi, focusing on aspects such as food quality, service quality, order fulfillment, and platform usability. The research was anchored in two theoretical frameworks: the Technology Acceptance Model (TAM), which highlights the importance of perceived ease of use and perceived usefulness in technology adoption, and the SERVQUAL Model, which evaluated how different service quality dimensions impact customer satisfaction. A quantitative research approach was employed, utilizing data collected from Nairobi residents who actively use online food delivery applications. The study sample was 385 respondents who were sampled randomly from the residents of the county. The research adopted structured questionnaires in the data collection with electronic and physical questionnaires designed for the data collection process. The study applied quantitative analysis using a mix of descriptive and inferential approaches with tables and figures used in the presentation of the results. Conclusions were that food quality has an insignificant effect on improving the level of customer satisfaction with online food delivery services among Kenyan consumers. The findings supported the conclusion that both platform usability and service quality significantly improved the customer satisfaction with online food delivery services. The study concludes that customers are satisfied with the delivery time which is reasonable and meet customer expectations. Further, it was established that customers find online food delivery platforms to be easy to navigate, stable and free from crashes and glitches that can cause customer satisfaction. Recommendations on policy development were that the hotels should focus on food quality factors such as freshness and packaging to ensure these are maintained at healthy and clean levels to meet customer expectations. The study also recommends that managers strive to adapt platforms that are flexible and easy to use as this would increase customer satisfaction. Further the firms should strive to maintain a manageable customer base to ensure they maintain timely delivery times and ensure they control food temperature and presentation during delivery. Finally, the study calls on these firms to adopt digital technologies to improve route optimization and improve delivery time to maintain freshness and temperature.
Factors influencing the adoption of open banking by employees of commercial banks in Kenya
(Strathmore University, 2025) Wokabi, A.
The banking sector is experiencing rapid digital transformation, with open banking emerging as a disruptive technology. Open banking enables third-party financial service providers to access customers’ banking data through Application Programming Interfaces (APIs). While developed nations increasingly embrace open banking, its adoption in Kenya remains limited. Some factors attributed to this limited penetration include an organisation’s readiness, regulatory support or uncertainty, digital literacy, and technological infrastructure. This study explored the factors influencing open banking adoption among employees of Kenya’s commercial banks. Specifically, the study examined how regulatory support, technological infrastructure, digital literacy, and organizational readiness determined open banking adoption. The Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT) models were the frameworks that allowed for an understanding of the study’s variables. Adopting a positivist research philosophy, this study employed a descriptive cross-sectional research design. The researcher then collected data from employees working in Kenya’s licensed commercial banks through structured questionnaires using a five-point Likert scale. The sample size of 387 respondents was determined using Yamane’s formula to ensure diverse representation across the three bank tiers. Descriptive and inferential statistical methods, including multiple linear regression, were used to analyse the relationships between the variables. The findings revealed that technological infrastructure and regulatory support significantly impact employees’ intention to adopt open banking, with organizational readiness influencing adoption moderately. Conversely, digital literacy was found to have a weak influence on bank employees’ intention to adopt open banking. The study concluded that banking institutions should prioritise stronger regulatory frameworks, robust technological infrastructure, and organizational readiness for open banking adoption to succeed in Kenya. These findings provide insights to guide policymakers, commercial banks, and regulators in improving the regulatory and technological environment for open banking to flourish in Kenya. Although the study fulfilled its intended purpose, it was limited as its findings were not generalisable to other regions of Kenya, as the focus was on commercial banks in Nairobi County. Another limitation was that the study only focused on a limited set of variables, including regulatory support, technological infrastructure, organisational readiness, and digital literacy.
Factors affecting adoption of digital transformation among vehicle automotive firms in Kenya
(Strathmore University, 2025) Kyalo, C.
Digital transformation has been reshaping industries worldwide, with a growing emphasis on creating new business models for customized products and enhanced customer experiences. In the automotive sector, this study explores the effects of resource, leadership, and organizational factors on digital transformation adoption in Kenya. This study leverages Disruptive Innovation Theory and Resource based View (RBV) theory. Through descriptive research and stratified sampling, 306 respondents were surveyed, revealing effects of digital, leadership, and organizational factors on absorption of digital transformation in the motor vehicle industry. The study uncovered a significant positive correlation between digital resource factors and the industry's ability to absorb digital transformation. Moreover, the research highlighted the crucial role of leadership factors, demonstrating their statistically significant influence on the absorption of digital transformation. This supports the idea that organizational resources act as a competitive advantage, aiding in the adoption of appropriate business models. Additionally, the study emphasized the impact of organizational factors, revealing a consensus among participants regarding their effect on digital transformation absorption. Overall, the findings underscore the importance of digital resources, leadership, and organizational factors in driving successful digital transformation initiatives within Kenya's motor vehicle industry. List of Keywords: Adoption of Digital Transformation, Digital Resources Factors, Leadership Factors, Organization Factors
The Effect of marketing mix elements on customer satisfaction in the LPG industry in Nairobi County, Kenya
(Strathmore University, 2025) Nyambura, A.
The liquid petroleum gas (LPG) industry is experiencing unprecedented growth as the world shifts towards clean energy options. Therefore, as the market expands, competition is expected to intensify. The dynamics of LPG business are not far different from conventional business models, meaning customer satisfaction, as a source of strategic competitive advantage, also applies to the trade of LPG products and services. The concept of the marketing mix as a driver of customer satisfaction has long been established. However, there is limited empirical evidence highlighting how the elements of the marketing mix influence the satisfaction of consumers in the LPG industry, especially in low- and middle-income countries. As such, this study sought to fill this knowledge gap by examining the effect the marketing mix has on customer satisfaction in the LPG industry of Nairobi County. The study focused on product, price, promotion, and place elements of marketing mix which also constituted the independent variables and their effect on customer satisfaction which constituted the dependent variable. The study was underpinned in the consumer decision-making theory as the anchoring theory and the expectancy disconfirmation theory which provided the additional supporting framework. The study adopted positivism philosophy as the research philosophy and followed a descriptive cross-sectional research design. The target population for the study was households using LPG in Nairobi County from whom a sample of 400 respondents was drawn using a simple random sampling technique. Primary data was gathered using structured questionnaires and analyzed using descriptive and inferential statistics via SPSS software. Findings of descriptive statistics suggest respondents remained neutral regarding customer satisfaction and perceptions towards product mix, promotion mix, and place mix. However, they were dissatisfied with the price mix. Inferential statistics indicate the 4P’s of marketing mix account for 75.9% of customer satisfaction in Nairobi County’s LPG market. The product mix (β=.668, p<.05), price mix (β=.117, p<.05), and place mix (β=.220, p<.05) had significant positive effect on customer satisfaction whereas the effect of promotion mix (β=.063, p>.05) was nonsignificant. Therefore, this research concludes that out of the 4P’s of marketing, product, price, and place elements are significant predictors of customer satisfaction in Nairobi County’s LPG sector. Based on the finding, this research recommends industry players and regulators to formulate strategies and policies on around these elements in order to drive customer satisfaction and subsequently promote the uptake of LPG. In addition, since this research focused only on the 4P’s of marketing, further research on the rest of marketing mix elements would be instrumental. Keywords: Marketing mix, customer satisfaction, LPG, product, price, place, promotion.
Influence of Enterprise Risk Management integration on financial performance of non-life insurance companies in Kenya with the moderating effect of regulatory framework
(Strathmore University, 2025) Njiru, A. K.
Enterprise Risk Management (ERM) is a comprehensive approach, encompassing processes, structures, culture, and infrastructure, that organizations implement to identify and manage potential risks within their risk appetite. It is integrated into strategic planning and operational activities to provide reasonable assurance of achieving organizational objectives. While the theoretical benefits of ERM are well-established, its practical implementation, particularly within the dynamic and often volatile non-life insurance sector, presents significant challenges. This study addresses the empirical problem of understanding the specific influence of integrated ERM systems on the financial performance of non-life insurance companies in Kenya. It aimed to evaluate the distinct impacts of ERM process, culture, structure, and infrastructure integration on financial performance of non-life insurance companies in Kenya. To achieve this, the study was guided by guided by agency theory and contingency theory which provided a comprehensive theoretical framework. A descriptive research design was employed, targeting managers of five key departments (chief risk officers, chief finance manager, head of claims, head of underwriting, and head of sales/business development) across all 37 non-life insurance companies in Kenya who were selected using a purposive sampling method with a targeted population of 185 staff and a respondent sample size of 155 staff. Primary data was collected using structured questionnaires, while secondary data, including financial reports, was gathered using data collection sheets. Both descriptive and inferential statistical methods were adopted for data analysis. Findings suggest a state of underwhelming adoption of ERM components, especially ERM processes, structures, and infrastructure in Kenya’s non-life insurance sector. Inferential statistics reveal that integrating ERM culture and structure yields significant positive effects on both ROA and ROE whereas ERM process and infrastructure, while significantly predictive of ROA, does not extend to ROE. Additionally, the current regulatory framework does not significantly moderate the relationship between ERM practices and financial performance. Therefore, this study recommends that policymakers should enhance the regulatory environment to better complement the integration of ERM practices and that individual non-life insurance companies should prioritize investing in ERM culture and structure integration to optimize their financial performance, particularly in terms of improved ROA and ROE.
Effects of internationalization strategies on the organizational performance of emerging multinational enterprises in Kenya
(Strathmore University, 2025) Ndengah, B. L.
The internationalization of multinational corporations from emerging markets is a growing phenomenon in international business. Yet, their expansion into developing and developed markets remains sparsely explored in international business research. Empirical evidence of factors influencing their performance in these developing markets is limited. Accordingly, this study examines the effects of internationalization strategies on the performance of emerging multinational enterprises in Kenya. The specific objectives were to: (1) assess the influence of the amalgamation strategy, (2) examine the effect of the ambidexterity strategy, and (3) evaluate the influence of the adaptability strategy on the organizational performance of emerging multinational enterprises in Kenya. The study was anchored on the Springboard Theory of International Business and the Balanced Scorecard framework of organizational performance. A postpositivist research philosophy and a descriptive research design were adopted. The target population was 213 multinational corporations from which 47 emerging multinational enterprises headquartered in Nairobi County represented the study unit of analysis. The purposive sampling method was used, targeting 3–5 top-level managers per firm, resulting in a sample size of 235 respondents. Data collection was carried out using a structured questionnaire, which was pretested for reliability and validity. The results indicated that both ambidexterity and adaptability strategies had a significant positive impact on organizational performance, whereas the amalgamation strategy demonstrated no statistically significant effect. The study concludes that ambidexterity and adaptability strategies drive success for emerging multinational enterprises in Kenya. The study recommends policies to support talent development in meeting emerging multinational enterprises’ human capital needs and implementing intellectual property reforms to foster innovation. For practitioners, emerging multinational enterprise managers should prioritize market-specific product design and leverage local resources, technical expertise and natural assets to establish themselves in developing markets such as Kenya.
An Examination of the relationship between emotional intelligence and opportunity identification among Small and Medium Sized Enterprises in Kenya
(Strathmore University, 2025) Arale, F. A.
Emotional antecedents of opportunity identification have long been neglected by researchers but have become more critical towards the survival and success of entrepreneurs. Indeed, there has been a deficiency in the level of understanding of the manner in which positive and negative emotions influence the identification of opportunities and the variation in these influences amongst novice and experienced entrepreneurs alike. The general objective of the study is to assess the relationship between emotional intelligence and opportunity identification in Small and medium enterprises in Kenya(SME). Its specific objectives include: to determine the effect of self-awareness on opportunity identification in SMEs in Kenya; to examine the impact of social awareness on opportunity identification in SMEs in Kenya; and to ascertain the role of self-management on opportunity identification in SMEs in Kenya. The study was underpinned by the Theory of Multiple Intelligences and the Social Cognitive Theory. It applied the positivism philosophy and a correlational research design. Primary data was collected from 398 individuals (the business owners of 398 firms within the Medium Trader Shop or Retailer Services and Small Trader Shop or Retail Services sector located within the Nairobi CBD using structured questionnaires. The data from the questionnaires was then cleaned, coded, and inserted in the Statistical Package for Social Sciences to facilitate the conduct of both descriptive and inferential statistical analysis. The study established that there is a positive correlation between emotional intelligence dimensions – self-awareness, social awareness, and self-management - and opportunity recognition. The implication is that SME proprietors who are self-aware are more capable of recognising opportunities. The study further established that there is a positive correlation between social awareness and opportunity recognition. This implies that SME proprietors who have higher social awareness are more capable of recognising opportunities. It also established that there is a positive correlation between self-management and opportunity recognition. The implication is that SME proprietors who have good self-management are more capable of recognising opportunities. The study recommends that policymakers and SME regulators expand emotional intelligence training initiatives to support opportunity recognition. Management should also foster emotionally intelligent work environments by enhancing self-awareness and encouraging empathy and adaptability to promote strategic decision-making and entrepreneurial resilience. Additionally, an enhanced focus on self-awareness will ensure the application of self-assessment which enhances the determination of whether conditions are prime for opening new business ventures.
The Influence of cultural factors on intergenerational transfer of leadership in family-owned manufacturing businesses in Nairobi, Kenya
(Strathmore University, 2025) Mukasa, A. A.
Cultural embeddedness in family-owned enterprises has so far been speculated to be a challenge in the transfer of leadership from one generation to another. A significant number of these businesses barely survive beyond first-generation owners primarily because of cultural factors and their perceived influence on succession. The proposed research sought to contribute to the phenomenon by examining the interaction between culture and intergenerational transfer of leadership. The main objective of this proposed research was to determine how cultural factors influence the transfer of leadership across generations in family-owned manufacturing businesses in Nairobi, Kenya. The study examined three of Hofstede’s dimensions of culture, i.e., power distance, uncertainty avoidance, and individualism-collectivism as the independent variables. The research was anchored on Hofstede’s cultural dimensions theory. A cross-sectional descriptive research design was used. The study targeted the owners of 120 local family-owned manufacturing companies in Kenya. The research was based on primary data and deploying a survey questionnaire for quantitative data collection from 120 respondents. Descriptive and inferential statistical analysis was done. The study established that cultural factors had a positive relationship with intergenerational transfer of leadership in family-owned manufacturing firms in Nairobi, Kenya. Specifically, the research concluded that power distance and uncertainty avoidance will positively and significantly improve the intergenerational transfer of leadership in family-owned manufacturing firms. Individual collectivism did not have a significant effect on intergenerational transfer of leadership. The study recommends that leaders in this organization cultivate a more paternalistic/directive role where rules, directions and decisions are made based on the well-being of the group rather than the individual. The study also calls on the leaders to involve subordinates in the succession process to ensure there is understanding and continuity in the plans for the long-term. By leveraging a culture of trust and collaboration, leaders in such high uncertainty avoidance cultures can guarantee smooth transition while addressing potential pitfalls such as resistance to change. Further, organizations with low individualism/collectivism should prioritize universal leadership principles that place emphasis on competence and merit and develop flexible succession planning structures. Key words: Intergenerational Leadership Transfer, Cultural Dimensions, Family-Owned Enterprises, Hofstede’s Theory, Succession Planning.
Organizational factors influencing the adoption of Artificial Intelligence by petroleum companies in Nairobi County
(Strathmore University, 2025) Mohamed, A. A.
Artificial Intelligence (AI) in the petroleum sector gained significant attention globally, as it became essential in various innovative operations. However, the pace of AI adoption varied, with specific factors influencing the readiness and willingness of organizations to integrate AI. This study explored the organizational factors influencing the adoption of AI by petroleum companies in Nairobi County. The research focused on different models and factors, and outlined various theories guiding the AI adoption process. Different models were used in this analysis including TAM as well as DOI theory. Data was gathered through a survey system, targeting 179 senior management and technical staff from petroleum companies operating in Nairobi County. Additionally, secondary data was obtained from company reports, industry publications, and regulatory documents. The analysis employed a combination of quantitative techniques, particularly multinomial logistic regression, to assess the factors influencing AI adoption. The findings revealed that leadership support, technological infrastructure, employee skills, organizational culture, and financial resources were all significant factors influencing AI adoption in petroleum companies. Leadership support and organizational culture were found to play particularly significant roles in driving AI adoption, while technological infrastructure and employee skills were also crucial enablers. The study concluded that organizations that invested in leadership support, created a culture open to technological change, and ensured their employees were adequately trained were more likely to achieve successful AI adoption. The study recommended that policymakers in the petroleum sector should create an enabling environment that encourages AI integration through supportive regulations, incentives for technological infrastructure development, and partnerships between public and private sectors. Industry leaders and practitioners were advised to prioritize AI-related employee training and invest in necessary technological infrastructure. It was further recommended that researchers and theorists continue to explore AI adoption in the petroleum sector, with a focus on the interaction between organizational culture, leadership, and technological readiness. These recommendations were expected to guide organizations in enhancing their AI adoption strategies, ultimately improving their competitiveness and sustainability in the industry. The study also contributed to expanding the theoretical and practical understanding of AI adoption in the energy sector.
Factors influencing the adoption of electric vehicles in Nairobi County, Kenya
(Strathmore University, 2025) Narandass, A. H.
While EVs have been touted as one of the key solutions to the problem of climate change, the adoption of these vehicles is low, especially in developing countries. This study addressed disagreement and contextual gaps in the literature regarding the adoption of EVs in developing markets where adoption rates are low. The aim of the study was to examine the factors that influence the adoption of electric vehicles (EVs) in Nairobi City County. The specific objectives were to examine the effect of technological, economic, and infrastructural factors on the adoption of EVs. The positivism philosophy guided the study. The research employed a descriptive cross-sectional design with a sample of 400 registered drivers and vehicle owners. Structured questionnaires were used to collect primary data. Analysis of the data was performed using descriptive and inferential statistics. Descriptive statistics used were means and standard deviation, which were used to summarize the variables. Inferential statistics, especially multiple linear regression, was used to examine the association between the dependent and independent variables. The statistical package for social sciences (SPSS) software was used to analyze the data. Findings from multiple regression analysis indicate that economic and infrastructural factors have significant positive effect while the effect of economic factors is positive but not significant. Therefore, this study concludes that economic and infrastructural factors are significant predictors of EV adoption in Nairobi City County. It, therefore, recommends the government and actors in the automotive industry to adopt industrywide strategies aimed at improving economic conditions and infrastructural factors to increase the adoption of EVs. Keywords: Electric Vehicles, technological factors, economic factors, infrastructural factors
An Evaluation of organizational factors influencing the extent of digitalization of Deposit-Taking Savings and Credit Co-Operative Societies in Kenya
(Strathmore University, 2025) Muchika, D. M.
Kenya has gained global recognition for its advancements in financial technology, notably exemplified by the transformative impact of Mpesa on the economy since its inception in 2007. However, amidst Kenya's ongoing strides in financial sector innovation, the organizational factors influencing the extent of digitalization among Deposit-Taking Savings and Credit Cooperative Societies remain a compelling area for investigation. This study sought to elucidate the organizational factors influencing the degree of digitalization within Saccos, with a focus on understanding the effect of management support, organizational culture, and employee capability. The study carried out the control effect of firm size on the relationship between organizational factors and the extent of digitalization. The study was premised on the theoretical frameworks of the Diffusion of Innovation theory and Technology Acceptance Model and focused on the 176 licensed and authorized Deposit-Taking Savings and Credit Cooperative Societies in Kenya as of 2023. Data was gathered from secondary sources, such as the regulator’s portal, i.e., SACCO Societies Regulatory Authority websites, as well as primary sources, including sending questionnaires to the institution's management over one month. The collected survey data was analyzed using a mix of descriptive, correlation, and ordinal regression analysis. Correlation analysis showed that organizational culture had a weak positive and significant relation to the digitalization of Saccos. The analysis further revealed a positive and significant association between employee capability and digitalization. On the third variable, the results demonstrated that there was a weak and positive relation between management support and digitalization. The regression results confirmed that organization factors and firm size had a positive and significant effect on the digitalization among the Saccos in Kenya. Regarding the first objective of management support, the study revealed a positive and insignificant effect on digitalization among DT-SACCOs in Kenya. The research further established that the effect of organization culture on the digitalization among deposit-taking DT-SACCOs in Kenya was positive and statistically significant. The analysis of the third variable, employee capability, demonstrated that employee capability had a positive and significant effect on digitalization among DT-SACCOs in Kenya. The analysis of the moderator variable firm size indicated that both the number of branches and the age of the DTSACCOs had no significant effect on digitalization levels. The study then recommends that institutions cultivate a culture that values innovation, adaptability, and openness to technological change. The firms should make sustained investments in employee training, especially in emerging technologies relevant to financial services. The study further recommends that institutions should continue investing in advanced digital infrastructure, including mobile applications, online platforms, and secure transaction systems, that enhance service accessibility and efficiency. Further research could also be conducted on other financial institutions, such as microfinance banks or commercial banks, to offer insights into best practices, challenges, and unique factors influencing digitalization across different financial service providers.
Influence of Corporate Social Responsibility strategies on corporate performance in the food and beverage industry in Kenya
(Strathmore University, 2025) Sang, H. K.
The fundamental concept of corporate social responsibility (CSR) is conducting business in a way that satisfies or goes beyond societal norms in terms of ethics, law, commerce, and public perception. Corporate performance is the sum total of financial, operational and social responsibility performance. Several studies have been conducted on CSR, however, there are limited studies focusing on CSR in food and beverage industry in Kenya. The main objective of the study is: To establish the influence of Corporate Social Responsibility strategies on corporate performance among food and beverage companies in Kenya. The specific objectives of the study are: To determine the effect of environmental strategies on the corporate performance of food and beverage companies in Kenya. To establish the effect of social strategies on the corporate performance of food and beverage companies in Kenya. To find out the effect of economic practices on the corporate performance of food and beverage companies in Kenya. The study provided firms that aimed at maximizing their corporate social responsibility policies with useful insights by elucidating the distinct impacts of environmental, consumer, employee, and community interactions on performance. The study was anchored on social exchange theory, and stakeholder theory. It was an examination of the corporate social responsibility strategies implemented by food and beverage companies in Nairobi as given by KAM (2019). This included 86 companies in the food and beverage industry. The study took one respondent per company targeting a total of 86 participants. The research philosophy to be adopted in this study was the positivist approach. Positivist researchers follow highly structured methodology in order to facilitate the hypothesis as was followed in this study. The research utilized a descriptive cross-sectional research design as a result of the ability of the design to accurately portray the characteristic of a phenomena. The sample size was composed of 86 respondents selected from the 86 identified organizations where only head of department or deputy head of department was given a chance to participate in the study. Data collection method incorporated structured questionnaires. The study adopted quantitative and qualitative data analysis. Data entry was done using SPSS software to generate the descriptive statistics like standard deviation for each study variable. Content analysis was used whereby information collected would be categorized in text, verbal or behavioral information with the purpose of classifying, summarizing and tabulating. Pearson Product-Moment correlation was calculated to establish the relationships between the variables. Regression analysis test was utilized to give the linear relationship between the predictor and dependent variable. The findings underscored the significant role of CSR in enhancing corporate performance. A majority of respondents (72%) indicated that CSR initiatives, such as green procurement positively influence corporate performance by reducing operational costs and fostering innovation. Similarly, CSR such as education support was established that it created shared valued by advancing social and corporate agenda.

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