Competitive priorities by mobile telephony firms and customer preferences in selection of mobile telephony service provider in Kenya
Abstract
Competitive priorities have always played a key role in survival of companies in any
sector. The mobile telephony sector in Kenya has not been spared as it has been
characterized by stiff competition which has seen drastic drop in Call, SMS, Data rates.
This research project sought to carry out a survey to establish how firms in this sector
rank competitive priorities, what are customer preferences in selecting a mobile service
provider and whether there is any significant difference in the way customers and firms
rank competitive priorities. A structured questionnaire was used to correct the necessary
data. Part one of the questionnaire collected general information and part two collected
information regarding competitive priorities. The data was then analysed through non
parametric tests, namely Wilcoxon matched pairs sign ranked which tested difference in
ranking of competitive priorities. Mann-Whitney U-test was used to compare the
differences in ranking between firms and customers.
The test results indicated significance difference in the way customers rank competitive
priorities and hence the null hypothesis was rejected. This was the same case with the
firms ranking of competitive priorities. On comparing whether any significance
difference exist in the way customers and firm rank competitive priorities the null
hypothesis was accepted an indication that there exist no significance difference in the
way firms and customers rank competitive priorities. The study recommended that firms
adopt other means of competition apart from what they are currently employing. Further
studies should be carried out to include other competitive priorities and a larger sample
comprising of all parts of the country should be considered.
Citation
MBA Thesis 2011Sponsorhip
University of NairobiPublisher
School of Business, University of Nairobi
Description
Master Thesis