EFFECT OF STRATEGIC POSITIONING ON PERFORMANCE OF LISTED COMMERCIAL BANKS IN KENYA

Abstract: This study project embarked on findings out the effect of strategic positioning on firm performance of listed commercial banks in Kenya. This study was guided by following theories namely; Porter’s five forces model and the market-based view of the firm theory. The target population of the study consisted of employees of the 11 Commercial Banks listed in Kenya. The unit of observation comprised of 11 listed Commercials Bank in Kenya while the unit of analysis was the employees in the carder of senior management team, middle-level managers as well as managers at functional level. Systematic random sampling was used to sample 384 employees at the management level. A pilot test of 38 respondents was conducted to detect weaknesses in design and instrumentation. The study preferred a mixed research design. The questionnaire was used as the main mode of data collection. The data was analyzed through the use of descriptive statistics. ANOVA, t-test, Pearson correlation, p- values and coefficient of determination was used in the data analysis. Data was presented using tables, figures, graphs, frequency tables, pie charts and use of histograms, frequency polygons and bar charts. Strategic positioning correlated positively to the performance indicators expressed in profits, return on assets and equity as they increase marginally. The correlation analysis that was done on the strategic positioning and performance showed that, a significant effect exists between strategic positioning and performance of commercial banks in Kenya. The researcher recommends that the ethical considerations and competencies should be given a keen attention and on performance a focus on customer satisfaction should equally be emphasized. Additionally, another research can be done on the influence of strategic positioning on performance of the non-financial firms as its recommendations can be very valuable. Keywords: Strategic Positioning, Performance, Commercial Banks. Title: EFFECT OF STRATEGIC POSITIONING ON PERFORMANCE OF LISTED COMMERCIAL BANKS IN KENYA Author: Zainab Mohammed Hussein, Antony Sije International Journal of Social Science and Humanities Research ISSN 2348-3156 (Print), ISSN 2348-3164 (online) Vol. 11, Issue 2, April 2023 - June 2023 Page No: 171-178 Research Publish Journals Website: www.researchpublish.com Published Date: 11-May-2023 DOI: https://doi.org/10.5281/zenodo.7924297 Paper Download Link (Source) https://www.researchpublish.com/papers/effect-of-strategic-positioning-on-performance-of-listed-commercial-banks-in-kenyaInternational Journal of Social Science and Humanities Research, ISSN 2348-3156 (Print), ISSN 2348-3164 (online), Research Publish Journals, Website: www.researchpublish.co