Influence of Competitive Generic Strategies on Customer Base in Deposit Taking Microfinance Institutions in Nairobi County

Content Provider	Semantic Scholar
Author	Ngigi, Pauline Wanjiru Njeru, Agnes Karimi Kenyatta, Jomo
Copyright Year	2014
Abstract	This study was to assess the influence of generic competitive strategies on customer base in deposit taking Microfinance Institutions in Nairobi County. The population of study involved all deposit taking microfinance institutions in Nairobi County according to AMFI report as at 30 th August 2013. The target population for this study was top Management and middle level management for all deposit taking MFIs in Nairobi County and the population that had the characteristics to be measured constituted 114 employees of the nine registered deposit taking MFIs in the period as at 20 th August 2013 out of which a sample of 92 was selected using stratified random sampling. The study adopted cross-sectional research design and data was collected using questionnaires and analyzed using descriptive and inferential statistics. The study indicated that there existed significant relationship between cost leadership strategy (i.e. 0.002 ≤ p-value ≤ 0.05) as well as differentiation strategy (i.e. 0.004 ≤ p-value ≤ 0.05) with customer base at the MFIs on one hand and an insignificant relationship between customer focus strategy (i.e. 0.481 ≤ p-value ≤ 0.05) and customer base on the other hand. The study recommended that frameworks be established on how to segment the MFIs market, improve the bank's service delivery systems, and identify actionable measures that define marketing, advertisement and communication campaigns as well as improve the quality and accessibility to the bank's products and services.
File Format	PDF HTM / HTML
Alternate Webpage(s)	http://www.ijbcnet.com/3-12/IJBC-14-31111.pdf
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article