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
Related Articles
- EP ID EP400654
- DOI -
- Views 141
- Downloads 0
Ownership Structure And Financial Performance Of Selected Banks In Nigeria: 2000 – 2015
The study assessed the extent of relationship between ownership structure and financial performance of selected banks in Nigeria spanning from 2000 - 2015. This study seeks to resolve is the matter between ownership stru...
The Impact of Product Quality, Promotion and Brand Image on Brand Loyalty and Impulse Buying Consumer Oriflame in Jember
Company of Oriflame specially consultant representing tip of lance at marketing, so require to apply theory of brand loyalty and impulse buying to improve the amount of sale. Therefore, require to check how influence of...
Investigation Of The Effectiveness Of Xapitelectronic And Mobile Banking Product In Zambia
Xapit is arguably the first banking facility in Zambia incorporating Self Service Banking (Online and Mobile banking and ATM’s) with traditional banking and is offered by the Zambia National Commercial Bank (ZANACO). The...
Influence of Strategic Market Orientation Capabilities on Performance of Mobile Telecommunication Firms in Kenya
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...
Managing Time Work in a Culture of Inaccuracy: What Success of the Time Management Matrix?
The majority of research deals with the management of time work and the measurement of the contribution of working hours in production or productivity in different ways. Some approach is to measure the contribution of hu...