Influence of Strategic Market Orientation Capabilities on Performance of Mobile Telecommunication Firms in Kenya

Journal Title: International Journal of Business and Management Invention - Year 2018, Vol 7, Issue 6

Abstract

Purpose: This study sought to examine the influence of strategic market orientation capabilities on performance of mobile telecommunication firms in Kenya. Methodology: The target population consisted of four hundred and sixty two (462) mobile telecommunication employees presented in the following sub-groups: four (4) chief executive officers (CEOs), thirty one (31) directors (DIRS), fifty nine (59) regional managers (RMS) and one hundred, eighty four (184) shop managers (SHMS) and one hundred and eighty four (184) customers service representatives (CSRS).The study used a sample size of 210 respondents. Stratified random sampling technique was used to select the sample within each of the five sub-groups to ensure objectivity. The study used survey design in the collection of data which were administered through use self-administered questionnaires to collect data and was analyzed using descriptive statistics. Results: The study found that customer-linking capabilities, market sensing capabilities, knowledge management capabilities and inter-functional coordination capabilities have a positive and a significant effect on performance of mobile telecommunication firms. Unique contribution to theory, practice and policy: The findings help the mobile phone companies to refine the order of the effects that ultimately results in corporate profitability, thereby providing a strong indication that it may be difficult to track the extent to which market orientation contributes to the profitability and that effects should be tracked and measured on other dimensions such as rate of innovation and customer satisfaction.

Authors and Affiliations

Emily Mokeiraokwemba

Keywords

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  • EP ID EP400654
  • DOI -
  • Views 130
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How To Cite

Emily Mokeiraokwemba (2018). Influence of Strategic Market Orientation Capabilities on Performance of Mobile Telecommunication Firms in Kenya. International Journal of Business and Management Invention, 7(6), 22-32. https://europub.co.uk/articles/-A-400654