| dc.description.abstract | Over the past couple of decades, the term strategic positioning has gained a much broader
definition that includes other customer wants, needs and desires. People will sometimes
buy from companies that are perceived to be more advanced technologically, or more
environmentally friendly, or more socially responsible, so that strategically positioning a
company in the market has become more complex than just thinking of the four Ps and
how they match to market niches. Mobile Banking is developing to be one of the most
widespread mobile commerce applications. There are various mobile applications that
major banks and similar financial institutions are rolling-off using this new found medium
of reaching out to their customers. Most of these services can be deployed using more
than one channel.
This study was set to examine the factors influencing banking industry to adopt strategic
positioning on mobile banking. The study used a descriptive survey design and the target
population was all the 43 commercial banks in Kenya. Data was collected by use of
questionnaires from 86 respondents who included marketing and operations managers.
The collected data was analyzed through the statistical package for social sciences
(SPSS) package. Descriptive statistics, measures of central tendency and measure of
dispersion was used to analyze the data.
This study concludes that banks had embraced mobile banking to a great extent. The
factors that influence the adoption of mobile banking include; intensified competition in
the banking sector, adapting to requirements of core target groups, mobile banking as
source of revenue, mobile banking as image product and increasing customer satisfaction
This study found that some banks had adopted mobile banking to a moderate extent; it
therefore recommends that commercial banks should emphasis more on implementation
of mobile banking as a method of strategic positioning for source of revenue, image
product and to increase customer satisfaction.
Keywords: mobile banking, strategic positioning, banking industry, technology,
competition, globalization, sales volume, customer satisfaction and revenue. | en |
