MBA Theses and Dissertations (2021)

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Influence of digital marketing strategies on the competitive advantage of commercial banks in Kenya
(Strathmore University, 2021) Makau, Gratia Mbithe
The local banking industry has been facing intense competition from various players in the financial industry, such as Saccos, Microfinance firms, and digital lending platforms in competing for customers. Further, increasing changes in the regulatory and business climate have increased the pressure on local banks to enhance their capacity to remain competitive. The emergence of new technologies and digital disruption has presented the commercial banks with new tools that can be adapted to enhance their competitiveness. Despite this, there is scant literature examining the nature of the influence of various digital marketing strategies on the competitive advantage of commercial banks. The research sought to establish the influence of social media marketing, search engine optimization, and e-mail marketing on the competitive advantage of commercial banks in Kenya. The research was grounded on the technology acceptance model and the competitive advantage theory. The study relied on a quantitative research approach using a descriptive research design. The target population of the study was drawn from the 41 commercial banks. The study sampled five respondents; operations manager, chief technology officers, human resource manager, digital marketing managers, and finance managers drawn from the commercial banks. The sample size for the research was 136 respondents. The study used a structured questionnaire to collect data. The study conducted a pretest of the research tool, with 10% of the sample respondents. The collected data were analysed using descriptive statistics, correlation analysis, and regression analysis. The findings of the study were presented graphically and interpreted in line with the research objectives. The study results indicate that most of the banks had deployed the use of social media marketing, e-mail marketing, and interactive websites. The correlation result established there is a positive and significant effect of social media marketing, search engine optimization, and e-mail marketing on the competitive advantage of commercial banks. The regression results showed that digital marketing strategies determined 67.2% of the variations in the competitive advantage of banks. The study concludes that deploying social media marketing, search engine optimization, and e-mail marketing will positively influence the competitive advantage of commercial banks. The research recommends that commercial bank should enhance their investment in new technologies to drive the development of digital-only bank branches and online platforms. The study also recommends that commercial banks should foster their e-mail and social media marketing tools. The main contribution of my study will be to commercial banks since it offers critical knowledge on the effect of specific digital marketing strategies on their institutional competitiveness, which can be essential to their future decision making. The study was also limited by respondents who were unwilling to participate in the research due to fear of their anonymity not being upheld. This was mitigated by producing a letter from the University which indicated that the research was purely for academic purposes.
Effects of job characteristics, work context and job attitudes on work motivation: a study among level six hospitals in Nairobi within the context of COVID-19 response
(Strathmore University, 2021) Karume, Agnes Karingo
Motivation has been widely studied but aspects of job characteristics and job attitudes and how they relate to workforce motivation continue to generate interest more so regarding how they play out in different work contexts. Consequently, with the dynamic and currently challenging nature of health service provision, occasioned by varying emergencies and epidemics such as the recent COVID-19 pandemic, how job characteristics and job attitudes interact and how they influence motivation will be of interest to health care managers, strategists and policy makers. The study sought to determine the effect of job characteristics, work context and job attitudes on work motivation in level six hospitals in Nairobi within the context of the COVID-19 response. In particular, we test whether and how procedural constraints as a unique characteristic of the employee’s work context affects work motivation through their influence on the antecedents of work motivation. We also assess the effect of these important antecedents – job goal difficulty, job goal specificity and self-efficacy, on work motivation. We provide stronger empirical support for a theoretical framework that can guide future research on work motivation. The study adopted a descriptive cross-sectional design. A random sampling of healthcare workers at level six hospitals- Kenyatta National Hospital and Aga Khan University Hospital was done with a total of six hundred and nine (609) health care workers taking part (96%,94% response rates). Data was collected using online questionnaires (Google form) and consequently inferential statistics were used to establish the relationship between the objectives under study with an adherence of 0.05 significance levels. Job goal difficulty and job goal specificity was found to have a significant positive relationship on work motivation. Self-efficacy was also seen to mediate the effect of job goal difficulty on motivation. However, procedural constraints had a significant negative relationship on work motivation through the negative effect on self-efficacy. It moderated the effects of job goal difficulty and self-efficacy. Additionally, the study found statistically significant higher job specificity scores in AKUH compared to KNH. However though hypothesized to be contextually different given their private –public nature, the difference in work context’s effect on motivation was not statistically significant at 95% significant level. There were higher procedural constraints experienced by respondents who were in direct patient care instead of those in managerial/supervisory roles and a significant positive relationship found between years of experience and self-efficacy. As such, the study has important implications for human resource in health. The study concludes that though there are challenges faced in the health sector, the balance between the work context, job characteristics, and job attitudes, maintaining high efficacy levels will ensure that the workers remain motivated. Finally, effective strategies that focus on training and capacity building on specific skills to build on experience, provision of the necessary equipment required for the tasks and practice of autonomy that reduces bureaucracies and ‘red tape’ for faster decision making and care processes, will need to be put in place to motivate employees even beyond the pandemic period.
The Influence of fiscal policy instruments on the level of public debt in Kenya
(Strathmore University, 2021) Kihara, Peter Irungu
Many researchers have had interest in conducting studies on the rising level of public debt. This is mainly attributed to the fact that although debt avails massive resources to an economy it accumulates over time and leads to a rise in debt servicing burden. If the borrowing is not well managed, it brings negative repercussions to the economy since more resources are used for debt repayment as opposed to being deployed to vital government projects. Although many empirical studies have been done on public debt levels, not many have focused on the role of fiscal policy in debt management. Fiscal policy is a key factor that is theoretically expected to influence the country's public debt level. The government utilizes this tool to stimulate the economy by varying the levels of spending and revenue. This study sought to establish how fiscal policy influences the level of Kenya’s debt. The independent variables were the fiscal policy instruments as characterized by government expenditure, taxation and balance of payment. The level of Kenya’s public debt was the response variable which was the core focus of the study. It was given by the change in total public debt on a quarterly basis. Secondary data was collected for 20 years (January 2000 to December 2019) on a quarterly basis. A descriptive design was used in the study. A time series model was used in analyzing the variables. Regression of coefficients results showed that government debt expenditure measured as expenditure on infrastructure and levels of public debt was positively and significantly related. Taxation and levels of public debt were negatively and significantly related. The results also showed that balance of payment (as current account deficit) and levels of public debt were negatively and significantly related. The findings of the study will help policy makers understand the implication of the various fiscal policy measures on the level of public debt and therefore help ensure debt sustainability. The government should therefore come up with relevant policies which ensure that the levels of public debt continue to be sustainable. The study recommends the need for policy makers to monitor the prevailing levels of government expenditure and current account deficit while at the same time working to improve the tax revenues collected, since this would go a long way in stabilizing the prevailing levels of public debt.
Effect of working capital management and firm characteristics on financial performance of listed agriculture firms in Kenya
(Strathmore University, 2021) Ndirangu, Peter
The agricultural sector is one of the critical drivers of economic development among nations in Sub-Saharan Africa. However, since the 1990s, profitability in the sector has fluctuated widely. Kenyan listed agricultural firms have been experiencing financial performance concerns, manifested in increased loss-making among several listed firms. For instance, between 2014 and 2018, three out of seven listed agricultural firms reported losses, resulting in the delisting of one of the firms. This shows their extent of risk exposure. This study aimed to examine the effect of working capital management and firm characteristics on the fiscal outcomes of listed agricultural organizations in Kenya. Specific goals were to investigate accounts receivables, accounts payables, and cash management, with the control effect of firm size being considered the moderating variable. The research was grounded on the transactional cost theory and the cash conversion cycle, adopting positivist research philosophy and applying correlation research design. The unit of analysis was the seven listed agricultural firms in Kenya, with observations being made from the firm’s audited financial statements. These were obtained from the Capital Markets Authority for the period between 2010 and 2019. The study used descriptive statistics in presenting results using means, sums, maximum, minimum, and standard deviation. The study used correlational analysis and panel regression in estimating the effect and magnitude of the relationship between variables, respectively. The study utilized tables and charts in the presentation of the research data. The study concluded that working capital management positively and significantly impact return on equity and return on assets of listed agricultural firms. The study concluded that inventory had a positive but insignificant influence on the return on equity and a positive and significant effect on the return on assets of the listed agricultural firms in Kenya. Recommendations were for the firms to improve the working capital management practices through effective cash management policies, better receivables management, and implementing better accounts payable procedures. The firms should further strengthen their liquidity management and maintain adequate capital ratios to cushion the firm against unexpected financial risks. The study also recommends that listed firms optimally manage their assets to help improve the firm value, which is critical to strengthening the financial performance.
Impact of financial globalisation on equity returns in the Nairobi Securities Exchange
(Strathmore University, 2021) Gichiri, Karanja
This study tests the impact of financial globalisation on equity returns in Kenya using daily and monthly data between 2002 and 2019. First, the study measures the degree of integration of the Kenyan equity market represented by the NSE-20 share index with the world equity markets proxied by the MSCI World Index and the MSCI Frontier Index. The time-varying attributes of integration were studied using monthly returns in USD from January 2002 to December 2019. Based on multiple linear regressions, the study establishes that the NSE returns is partially integrated with the MSCI Frontier markets returns and MSCI World All Countries. The data analysis also showed that the MSCI Frontier index had a higher coefficient of determination relative to MSCI World All Countries. The NSE 20 returns had a weak negative relationship with economic openness and a weak, positive relationship with foreign investor participation, both of which are measured as global aggregates. The higher coefficient of determination between the NSE 20 with the MSCI Frontier index relative to MSCI World All Countries implies that there could exist different levels of stock market integration that can be attributed to the varying degree of Kenya’s trades with countries in Frontier markets compared to those in the developed markets. The findings of this study show that improving globalisation, represented by improved foreign investor participation and improving global trade is not of statistical significance while determining monthly NSE 20 returns.
Factors affecting profitability of female owned Micro and Small Enterprises in Gikomba Market, Nairobi City County
(Strathmore University, 2021) Ronoh, Carolynne Anita Chebet
The nature and changes in the business environment calls for adoption of strategies that would aid in responding to challenges that hinder the optimal operations of MSEs (Micro and Small Enterprises). MSEs are not only faced by competition from their peers but also from corporations that are competing for the same market share. Consequently, the study examined factors affecting profitability of female owned micro and small enterprises in Gikomba. Specific objectives were to determine the influence of financial literacy on the profitability of female owned MSEs, to examine the influence of cultural practices on profitability of female owned MSEs and to establish the influence of entrepreneur training on the profitability of female owned MSEs in Gikomba Market Nairobi City County. The study was based on dual process theory, theory of planned behaviour and social learning theory. Descriptive research design was adopted, and primary data collected through administration of 226 questionnaires among female entrepreneurs in Gikomba. Descriptive and inferential statistics were used to analyze the data. Study findings indicated that respondents agreed that financial literacy, cultural practices and entrepreneurial training influenced the profitability of micro and small female owned enterprises in Gikomba Market. Regression analysis revealed positive and significant influence of financial literacy and entrepreneurial training on profitability of micro and small female owned enterprises in Gikomba. Cultural practices had an inverse and significant influence on profitability of micro and small female owned enterprises in Gikomba. It can be concluded that there is need for development of financial literacy of female entrepreneurs. Cultural practices inhibit profitability of female owned micro and small enterprises. There is also need for attendance and participation of relevant training on entrepreneurship through entrepreneur training whereby skills required for effective operation of a business enterprise would be nurtured. It was recommended that there is need for female entrepreneurs to seek measures aimed at improving their financial literacy levels. There is need for development of measures aimed at achievement of gender equity and women empowerment. Women entrepreneurs should purpose to participate on trainings around entrepreneurship, sponsored by government, World Bank and other Public or Private Institutions such this will offer them more knowledge and skills on how to deal with any market changes and strategic positioning in their respective markets.
Effects of service quality on patient satisfaction among rural hospitals in Western Kenya: a case of Kory Family Hospitals in the County of Bungoma
(Strathmore University, 2021) Murumba, Susan Murunga
The study examines the effects of service quality on patient satisfaction among rural hospitals in Western Kenya by focusing on Kory Family Hospitals based in the County of Bungoma as the case study. Specifically, the study aims at establishing the effect of tangibility, communication, empathy and turnaround time on patient satisfaction. This study adopted an explanatory design and sampled out 384 patients as respondents spread across the three branches of Kory Family hospital using Stratified Random Sampling technique. Data was collected using structured questionnaires and analyzed using multiple linear regression models. The results showed that tangibility have a positive and statistically significant effect on patient satisfaction with 𝛽2 = 0.172 and 𝜌 = 0.01 while communication has a positive and statistically significant effect on patient satisfaction with 𝛽2 = 0.264 and 𝜌 = 0.01. Similarly, empathy appears to affect patient satisfaction most as it has a coefficient of 𝛽3 = 0.318 and 𝜌 = 0.01 whereas the coefficient of turnaround time on patient satisfaction is 𝛽4 = 0.133 with𝜌 = 0.01. In conclusion, this study provides adequate and conclusive evidence that service quality in its totality, and in particular; tangibility, communication, empathy and turnaround time all have positive and significant effects on patient satisfaction among rural hospitals in the Western Kenya region. Based on these results, the research recommends various aspects of service quality that should be improved to spur better patient satisfaction such as improvement in physical facilities, staff appearance and skill sets, effective communication, empathetic listening and management of queues; among others. Equally, the study recommends future research work to take a deeper insight of each component of service quality and perhaps consider using different econometric approaches to data analysis.
Influence of organization factors on employee performance in Tier-1 commercial banks in Kenya
(Strathmore University, 2021) Amugune, Andrew
The level of employee performance in terms of their input is key to the organization’s outcomes. With the commercial banking industry witnessing an influx of structural changes and reforms, maintaining employee productivity has become a major issue for the management of commercial banks. This study examined the impact of internal organizational factors on employee performance in Kenyan banks. Specifically, the study examined the effect of organization environment, organization structure, management support and organization culture on employee performance. The study was grounded on the Contingency Theory. The research employed a positivist research philosophy with descriptive analysis. The population of this study was 29,081-employees selected across the Tier-1 commercial banks. The sample respondents were 396 respondents drawn from the 11 commercial banks. Questionnaires, together with google forms were the main data collection tools while analysis involved the use of quantitative statistical techniques. The study conducted collinearity tests and normality tests prior to regression analysis. The study established a positive and significant impact of organization environment, organization structure, management support and organization culture, on employee performance. The study concluded that internal organization factors have a significant impact on employee performance. As such the research concluded that effecting changes in the organization environment, organization structure, management support and organization culture will significantly lead to better employee performance. In regard to the organization structure and culture, the study recommends that banks should align their structure to the changing operating environment and ensure awareness of the corporate culture among employees. Further, managers are advised to instil a culture of involving employees in decision-making and extend the rewards and recognition systems which will be instrumental to fostering management support. Lastly, due to changing environment, the study recommends that banks should develop relevant infrastructure to support remote working and improve on the available facilities to employees at the workplace.
Determinants of mobile banking adoption: case study of Ecobank Togo
(Strathmore University, 2021) Konan, Jean Tolla
The purpose of this study is to identify factors that influence the uptake of Ecobank mobile banking app in Lomé-Togo and rank them according to importance. The study examines five objectives around the uptake of mobile banking application: determine the importance of ease-of-use, determine and rate the importance of perceived relevance/usefulness, determine and rate the importance of perceived risks, determine and rate the importance of customer support, and determine and rate the importance of social trends. It uses quantitative research method. Data is collected through questionnaires, and desk review of secondary data, and presented through descriptive and inferential statistics for analysis. The research focused only on Ecobank in Togo specifically Lomé town. The study mainly used at two theories to explain what influences the adoption of technology innovation in society: The Theory of reasoned action (TRA) and the Technology Acceptance Model (TAM). It is the aim of this study that the insights will be used by Ecobank Togo to boost the uptake of mobile banking and thus increase customer base. A total of 3017 individuals were sampled however, only 1422 responded to the survey. Therefore, the response rate was 47%. This study concludes that the five adoption factors are significant influencers of mobile banking adoption in Togo. The study confirms that the first three independent variables (Ease of use, Perceived risk & Perceived usefulness) explains the dependent variable by over 87%, it means that if Ecobank wants to improve mobile banking adoption, it needs to invest its resources in the order of priority, on ease of use, perceived risk and Perceived usefulness. This will be very useful to bank in identifying the priority areas for intervention to tackle the current uptake hiccups. In addition, this study will help to build the knowledge base on adoption of mobile banking among employees of Ecobank as well as general public.
Disclosure of key audit matters and market reaction: the case of companies listed on the Nairobi Securities Exchange
(Strathmore University, 2021) Kithinji, Freda Mwendwa
This study was aimed at investigating whether the disclosure of key audit matters in the auditor’s report of listed companies in the Nairobi Securities Exchange causes a reaction in the stock market. The purpose of this was to establish the information value and hence the usefulness of key audit matters information for the benefit of investors and the Nairobi Securities Exchange market in general. A descriptive research design and quantitative methods were adopted for this study. Secondary data comprising key audit matters as the independent variable was collected from annual reports of companies listed in the Nairobi Securities Exchange, while cumulative average abnormal returns were derived as the dependent variable from listed company stock prices obtained from the NSE. The research focused on four key audit matters namely impairment of assets, valuation of financial instruments, revenue recognition and tax liabilities, for the first three years after implementation of the KAMs regulation effective December 2016, globally. Cumulative average abnormal returns were used as a measure of the stock market reaction. Control variables including company size, audit firm size, earnings per share, debt ratio and return on assets collected from NSE listed company annual reports, were added to the analysis to evaluate their effect on the independent and dependent variables. Event study methodology was applied with the date of release of the audit report with KAMs being the event date over an event window of 30 days before and after event date. Findings from the regression analysis performed using SPSS revealed a significant relationship between all KAMs studied and cumulative average abnormal returns at 95% confidence interval, hence KAMs elicit a stock market reaction at the NSE. Additionally, the KAMs led to an increase in abnormal returns in the first year they were implemented, followed by a decrease in abnormal returns in the following two years indicating that overtime there was a possible reduction in information relevance of the KAM which requires attention by the audit regulator, ICPAK to explore ways of improving on the KAMs disclosure. When control variables were added to the regression model, return on assets ratio was most impactful compared to the KAM, meaning that investors still consider company financials as important in the presence of KAMs. KAMs are a significant predictor on their own. The limitations of this study included using AGM date as event date proxy; the study was limited to analysing the market reaction to four specified KAM topics and focused on the presence and not extremity of the KAM disclosure which have been recommended as areas for further research. From the findings of this study, the researcher recommends a consideration into adoption of KAMs regulation by government and other regulatory agencies such as the Office of the Auditor General, the Central Bank of Kenya and the Retirement Benefits Authority for their respective auditees and licensees, for the benefit of their stakeholders given the information value from KAMs, for better transparency.
Factors affecting adoption of improved agricultural technologies among smallholder tea farmers in Kericho County
(Strathmore University, 2021) Ekwang, Carren
Tea is an important crop in Kenya’s economy accounting for 26% of foreign exchange earnings. In order to improve productivity, the Tea Research Institute has developed improved agricultural technologies to enhance tea yields. However, Small holder farmers have not fully adopted the improved agricultural technologies and therefore their yields remain low. The general objective of this study is to establish the factors that influence adoption of improved agricultural technologies among small holder among small holder farmers in Kericho County. The specific objectives are, to determine the effect of personal farmer characteristics on adoption of improved agricultural technologies, to establish the influence of economic factors on adoption of improved agricultural technologies and to investigate the effect of institutional factors on adoption of improved agricultural technologies among smallholder tea farmers in Kericho County The study used a descriptive design. The number of farmers was divided into six factories that the farmers supply leaf to namely Chelal, Toror, Tegat, Momul Kapkatet and Litein Tea factories. Proportionate random sampling was applied to select the number of farmers from each factory. A questionnaire was used to collect data on the personal farmer characteristics, economic and institutional factors influencing technology adoption. A multivariate probit model was used to determine how the independent variables (personal, economic and institutional factors) relate to the dependent variable (adoption of improved farming technologies). The results show that, higher education levels, age, years of experience in tea farming and household size positively influenced adoption of improved agricultural technologies. On gender, female managed farms are less likely to adopt soil conservation and IWM. Land size did not influence adoption of improved agricultural technologies. Credit constrained households were also less likely to adopt fertilizer use and improved tea varieties. Alternative income enhanced adoption of IWM and soil testing. Membership to a formal or informal institution enhanced adoption of soil conservation and use of improved tea varieties. There is no relationship between provision of extension services and adoption of improved agricultural technologies because the quality of the service offered is poor
Influence of distribution channels on consumer purchase behavior in the life insurance industry: a case of Britam Life Assurance Company Kenya
(Strathmore University, 2021) Magati, Steve K. B.
Industry reports have shown that consumer dissatisfaction with the quality of service and product offering among insurance firms has been growing. This has been occasioned, in part, by the limited knowledge on the role of distribution channels towards consumer purchase behaviour within the life insurance firms in Kenya. This study sought to establish the effect of the various distribution channels adopted on life insurance consumer purchase behavior. The specific objectives of the study were determining the impact of; direct distribution channels, bank-led distribution channels, electronic distribution channels, and agency-led channels on consumer purchase behavior. The study adopted a descriptive research design. The population of the study was life insurance customers within Britam Insurance Limited. The sample respondents were 398 customers who were selected to participate in this study. The research utilized a structured questionnaire in the data collection with Google forms being used to administer the questionnaire. The collected data were screened and coded into SPSS version 25 for subsequent quantitative analysis. The study relied on descriptive analysis, correlational analysis, and regression analysis. This study utilized bar graphs, charts, and tables in the presentation of the results. The study achieved a 92% response rate, and the results indicate that most of the life insurance customers have had a policy for more than four years. The study noted a positive correlation between direct distribution channels, bank-led distribution channels, electronic distribution channels, and agency-led channels. The regression results indicate there is a positive and significant relationship between distribution channels and consumer purchase behavior within life insurance customers. The study concludes that direct-distribution channel, bank-led distribution channel, and agency-led distribution had a significant influence on consumer purchase behavior at Britam Life Assurance Kenya. The study concludes that electronic distribution channels did not have a significant influence on consumer purchase behavior at Britam Life Assurance Kenya. The study recommends that insurance firms should enhance the offering of services through widening the branch network, which can expand direct distribution. The study further recommends that insurance firms should foster partnerships and alliances with commercial banks to stimulate the demand for life products through commercial banks. Further, the study recommends that insurance firms should train and equip their agents with relevant practices and skills that can enhance their reliability and convenience in service offering.
An Analysis of service differentiation strategies adopted by top law firms in Kenya
(Strathmore University, 2021) Kariuki, Esther Gathoni
The increasing pressure on businesses to curtail their costs has led to a challenging business environment for law firms, characterised by demand for reduction in legal spend, the demand for more use of technology, and more efficiency in legal service delivery. This study sought to examine how top law firms in Kenya have sought to differentiate themselves in a changing marketplace in the manner in which they price their services, harness technology to improve their processes, and endeavour to achieve efficiency in their operations. The study was premised on the market-based view that firm performance is primarily based on industry and market factors; and the survival based theory that companies have to find ways to differentiate themselves from their competitors in order to survive. The study adopted a cross-sectional and descriptive research design to identify the strategies that law firms had adopted and to examine the impact of the strategies on competitive advantage. The study population were the partners and senior associates from each of the 11 top law firms ranked as leading law firms by all of IFLR 1000, Chambers and Partners and Legal 500. Purposive and stratified sampling techniques were used to identify respondents with the requisite experience. Descriptive and inferential statistics were used to analyse the data. The study established that top law firms perceive that there exists a moderate to strong positive relationship between pricing and efficiency strategies adopted and an improvement in the firm’s competitive advantage; but that the relationship between the use of technology and competitive advantage is negligible. The study recommends that law firms invest in the development of pricing strategy and integrate pricing strategy in overall strategic planning and the continued use of strategies that improve efficiency in service delivery. The study recommends that further research be carried out on a bigger population of law firms and that numerical measures of competitive advantage be used in further research.
Determinants of customer e-loyalty in the online retail industry in Kenya: a case study of Jumia Kenya
(Strathmore University, 2021) Mwaura, Stephen Mwega
Studies have shown that customer e-loyalty directly impacts the profitability of a business. Due to the rapid growth of online retailing, competition is stiff and as such business need to ensure that their costumers remain loyal in their patronage, which would then translate to profitability. This research examined the determinants of customer e-loyalty within the online retail industry in Kenya, with a focus on Jumia Kenya. The study was anchored on the theory of planned behavior and the technology acceptance model theory. A descriptive research design was selected for the study. The study adopted a convenience sampling approach to select online shoppers who patronize Jumia Kenya. The sample set was 400 online shoppers. A pilot test was administered to establish the reliability and validity of the research instruments. Questionnaires issued to online shoppers, were used for data collection. The SPSS (Version 23) software was used to analyze data. Descriptive and inferential statistical analyses provided interpretations from the collected data. The research established a positive and statistically significant influence of e-service quality, e-satisfaction and e-trust on customer e-loyalty within the online retail industry in Kenya, albeit this relationship was weak amongst the variables. The study recommends that online retailers improve their practices and strategies that enhance e-trust, e-service quality and e-satisfaction such as: good customer support, reliable online customer service representation, implementation of automation tools such as chatbots for improved customer engagement, and beautification of online catalogs for improved navigation, content management, and comprehensible terms and conditions. Additionally, the study recommends that online retailers raise the quality and variety of goods and services provided, improve delivery times, and invest in loyalty programs and incentives, as these proposals may enhance e-loyalty which has been positively linked to increased profits in multiple studies. Future studies could include other determinants that may influence e-loyalty, namely socioeconomic, cultural, political, environmental and consumer characteristics. Future research could also consider expanding the scope to include different regions within Africa, to generalize the results.
Competitive strategies and the financial sustainability of commercial banks in Kenya
(Strathmore University, 2021) Owaga, Beatrice
There is a limited examination of the effect of competitive strategies on the financial sustainability of commercial banks which created an empirical gap that this research was premised. The current study sought to establish the effect of competitive strategies on the financial sustainability of registered banks in Kenya. The focussed on the effect of innovative strategies, differentiation, and marketing strategies on financial sustainability. The study was anchored on the theory of competitive advantage and the innovation diffusion theory. The study adopted an explanatory research design with the unit of analysis being the 41 registered commercial banks in Kenya. The sample respondents were 94 respondents drawn from the commercial banks. The study utilized a structured questionnaire in the data collection with the collected data being analyzed using descriptive and inferential statistics. The findings of the study indicated that there is a positive relationship between competitive strategies and the financial sustainability of commercial banks. The study results show there is a significant association between innovative strategies, marketing strategies, and the financial sustainability of commercial banks. The study found an insignificant positive effect of diversification strategies on the financial sustainability of commercial banks. The study recommends that commercial banks should invest more in technological infrastructure to drive digital banking. The research further recommends that commercial banks should foster customer relationship building and market positioning strategies. The study also recommends that commercial banks should review their operating environment to ensure that diversification efforts undertaken by the bank meet the customer gaps existing in the institutions.
The Effect of engagement strategies on the employee engagement of millennials in Kenya’s software development firms
(Strathmore University, 2021) Mbugua, Rufus Ngugi
This paper analysed the effect that four (4) specific employee engagement strategies had on employee engagement in the software development space in Kenya. The study was guided by these four objectives/strategies; where the four engagement strategies analysed were career development, work life balance, and the use of enterprise social media. The target of the study was the millennial workforce in the software industry in Kenya, that is, employees between the ages of 20 and 39 years. From a total population of 283 ICT companies focused on system development, two (2) companies made up the population of the study. The companies selected operate in Nairobi, Kenya, as software development firms namely, Arifu and Andela. Millennials from their respective workforces were targeted in this study so as to understand their employee engagement strategy preference and overall reception to their company’s current employee engagement initiatives, to measure these against the prevailing objectives of the study. The study was quantitative, with a population size (employees of the two companies) of 430. The sample size of the study was 189 and actual respondents were 103. Questionnaires were shared electronically (via Survey Monkey) to the employees questioned to collect data on their level of employee engagement based on the engagement strategies employed in their organizations. Pearson’s correlation was used to evaluate the four (4) strategies to ascertain which strategies held higher importance to the millennial workforce. The study found that all four strategies were positively related to employee engagement though to varying degrees. Career Development had a Pearson’s correlation score of 0.604 making it the second-most related to employee engagement. It however ranked highest among all strategies with a mean of 2.38. Work-Life Balance had a score of 0.269 making it the least related to employee engagement. It was ranked as the fourth-most important strategy according to millennial employees, with a mean of 3.9. Enterprise Social Media had a Pearson’s correlation score of 0.529 making it the third-most related strategy. Gamification had a Pearson’s correlation score of 0.747 and emerged as the most related strategy. Remuneration, though not studied as one of the objectives, was regardless, highly regarded by the employees but was only considered feasible after a suitable work-life balance was attained. Companies should invest in the training of their employees and have conversations about their employees’ career objectives. They should also avoid overworking their employees, causing probable burnout, by enabling them to have a work-life balance. Frequent and timely communication will promote their alignment with company objectives and allow for dialogue and open communication. The concept of a fun and challenging work environment should be demystified so that it can add value in the workplace. There should be a balance between challenging work, and realistic expectations.
Impact of e-procurement practices on operational performance of retail supermarkets in Nairobi City County, Kenya
(Strathmore University, 2021) Hajir, Hussein Mohamed
The increased need by different firms to achieve operational performance has increased over the years. This has compelled firms to apply various strategies like Information Communication Technology and e-resourcing especially so as to attain desired performance. At Retail Supermarkets in Nairobi City County, Kenya, e-procurement has been used as a mode of daily transaction. However, information regarding how e-procurement has contributed to operational performance is limited. It is upon this perspective that this study examined the impact of e-procurement practices on operational performance of Retail Supermarkets in Nairobi City County, Kenya. The study reviewed the effect of e-tendering, e-sourcing and e-payments on the operational performance of retail supermarkets within Nairobi City County. The study was grounded on the Technology Acceptance Model 2. A positivism philosophy which commanded the use of quantitative approaches of research was used to underpin the study under a case study of Retail Supermarkets in Nairobi City County, Kenya as a firm or an enterprise. Under these approaches, administered questionnaires and interview guide was used to collect primary data from the procurement managers from the 94 registered retail supermarkets within Nairobi County. The sample respondents for the study were the 94 personnel from the supermarkets. The collected quantitative data was analyzed using descriptive, Spearman rank correlation and regression analysis. The collected research data was presented using tables and charts in line with the requirements of the study. The study was able to a response rate of 88% with only 12% of the sample participants not able to respond to the research. The study applied correlation tests and results established a strong positive effect of e-tendering, e-sourcing and e-payment on the operational performance of the retail supermarkets. Further, regression analysis pointed to a positive and statistically significant impact of e-procurement practices on operational performance of retail supermarkets in Nairobi City County. The study noted that 66.5% of the changes in the operational performance of retail supermarkets were as a result of e-procurement practices. The research concluded that electronic procurement practices have a significant impact on retail supermarkets performance. The study found out that adoption of e-payment, e-tendering and e-sourcing practices were significant predictors of operational performance of the supermarkets. The study recommends that managers ensure that adopted technologies are compatible with existing systems and resources to ensure compatibility and usability. The study also recommends that the organization management should invest in appropriate technologies that are easy to use and can be integrated across different stores and used with different devices since procurement processes involve multiple stakeholders with vested interests. The study recommends that policy makers campaign to promote infrastructural development to increase widespread use of e-procurement systems.
The Extent to which competitive strategies influence competitive advantage of private security firms in Nairobi County
(Strathmore University, 2021) Mutunga, Nicholas Kisyang'a
The main aim of this study was to examine the extent to which competitive strategies influence competitive advantage of Private Security Firms in Nairobi County. The specific objectives of the study were to establish the extent to which cost leadership strategy influences competitive advantage of private security firms in Nairobi County, assess the extent to which differentiation strategy influences competitive advantage of private security firms in Nairobi County and to determine the extent to which focus strategy influences competitive advantage of private security firms in Nairobi County. The study was based on the Porter’s competitive theory and the Resource-based view. Descriptive research design was applied in the study. The target population was 71 Private Security Firms in Nairobi County. The study used census method, which applied statistical enumeration whereby all the 71 firms were considered. The study utilized a questionnaire as the instrument of data collection. The researcher used descriptive statistics such as the mean and standard deviation to present the collected data. Statistical Package for Social Sciences (SPSS) software version 24 was utilized to get the output of the collected data. Further, the study applied inferential statistics such as multiple regression analysis to establish the relationship between competitive strategies and competitive advantage. Correlation analysis was used to determine the relationship between the dependent and independent variables. The study found that there was a significant and a positive association between cost leadership strategy and competitive advantage. Further, the study found that most of the firms have devised ways through which they can differentiate their services in order to have a reputation of offering the best services as compared to other firms in the sector. Additionally, the study found that firms targeted a particular market segment with specific products of high quality and which are appealing to the customers. The study concluded that there was a significant positive association between cost leadership strategy, differentiation strategy and focus strategy; and competitive advantage. It was recommended that the firms should adopt strategies that propel them towards achieving competitive advantage and an edge over their competitors. Since the study focused on major PSFs in Nairobi County, further study on competitive strategies and their impact on competitive advantage of the small PSFs in Kenya is recommended.
Examining the preparedness of Kenya professional accountants to technological unemployment in Kenya
(Strathmore University, 2021) Nyanja, Denis
Despite the high risk of the accounting profession to technological displacement, there has been limited policy and academic examination in Kenya. This study sought to examine the preparedness of Professional Accountants towards Technology Unemployment in Kenya. The research specifically sought to establish the effect of professional capacity, training, and education as well as the regulatory environment towards technology unemployment among Kenyan accountants. This study is anchored on the Keynes Theory of unemployment. The study adopted a positivism research philosophy with descriptive research guiding the examination of the research problem. The population of the study was drawn from the 22,000 registered accountants in Kenya. The final study sample was composed of 360 respondents drawn from Kenyan accountants. The study relied on a mixed research approach with structured questionnaires and interview schedules being considered in the data collection process. The collected research data were analyzed using both content analysis and quantitative analysis. The quantitative analysis relied on descriptive and inferential statistics. The analyzed data were presented using charts, tables, and bar graphs. The study was able to obtain a 94% response rate. The study conducted an exploratory factor analysis and the study variables met the sampling adequacy for factor analysis. The findings indicated there is a positive correlation between professional capacity, initial professional development, and the role of regulatory bodies on the preparedness for technology unemployment. The study concludes that improving academic and professional skills will be critical to the preparedness for technology unemployment among accountants. The study also concludes that initial professional development has a positive and significant effect on preparedness for technology unemployment. On the contrary, the research found that the role of regulatory bodies does not have a significant influence on preparedness for technology unemployment. The research recommends that there is a need for better curriculum development and the creation of awareness on the threat of technological unemployment within the accounting profession. The study further recommends that accountants should focus on improving their accounting skills, computer literacy and acquire training on emerging technologies to cushion from technological unemployment.
The Role of innovation in attaining sustainable competitive advantage among Deposit-Taking Savings and Credit Cooperatives (SACCOS) in Nairobi County, Kenya
(Strathmore University, 2021) Achieng, Salome Grace
Researchers seem to agree that innovations are of critical importance in sustaining a competitive advantage of any firm. Organizations that adopt new innovations are seen to have a competitive advantage when they introduce new and unique ideas, products and services. The study’s key objective was to establish the influence of innovation on sustainable competitive advantage among DT-SACCOs in Nairobi County, Kenya. Specifically, it intended to; determine the relationship between incremental innovation and DT-SACCOs’ sustainable competitive advantage, analyze the relationship between disruptive innovation and DT-SACCOs’ sustainable competitive advantage and determine how radical innovation and DT-SACCOs’ sustainable competitive advantage relate. The research adopted the resource-based view theory. This research used a cross sectional descriptive survey design. The study population was the 42 DT-SACCOs with headquarters in Nairobi County, Kenya. The study used primary data which was obtained using questionnaires. A multiple linear regression model was used to show the relationship between the variables. The study findings reveal that incremental innovation, disruptive innovation and radical innovation influenced DT-SACCOs sustainable competitive advantage positively. The regression and correlation results indicated that there was a positive and significant relation between incremental innovation, disruptive innovation, radical innovation and DT-SACCOs sustainable competitive advantage. Among the three independent variables, incremental innovation had the highest contribution to sustainable competitive advantage in the DT-SACCOs while overall, all three variables had a significant contribution to sustainable competitive advantage. The study recommends the need for having more DT-SACCOs having a mix of incremental innovation, disruptive and radical innovation as this will boost DT-SACCOs sustainable competitive advantage. The findings will help managers to focus on critical success factors for success within their organizations hence improving the competitive advantage of their businesses. The main limitation of the study was that it covered innovation in only DT-SACCOs so there would be need for further research on other types of SACCOs or other sectors.

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