| dc.description.abstract | Law firms in Kenya are operating In a very competitive environment, which is
threatening their growth and survival. The services offered by law firms are similar in
nature. The high credence and experience qualities of services make it difficult for
clients to evaluate the services provided by law firms prior to purchase. Therefore, law
firms must stand out in order to draw clients to themselves and create repeat purchases.
Service differentiation strategies are used by law firms to distinguish themselves from
their competitors. The objective of this study was to determine the extent to which
service differentiation strategies are used by law firms to achieve competitive advantage.
This was a descriptive survey. According to the Law Society of Kenya Directory 2005-
2006, there are 1500 law firms in Nairobi. However, due to the large size of the
population, a sample of 100 was selected to represent the population. Data was collected
using semi-structured questionnaire. The questionnaire was dropped and picked later
from the respondents. The response and non - response rates were 93% and 7%
respectively. The data collected was analysed and findings summarized in the form of
frequencies, percentages, mean and standard deviation. The mean score sought to
determine the extent of usage of service differentiation strategies. Offering, Service
Delivery and Image strategies were the service differentiation strategies under study. As
per the research findings, offering strategy posted the highest mean of 4.1, followed by
Service Delivery strategy with a mean score of 3.6. Image strategy scored the lowest
mean of 3.5. The overall mean of service differentiation strategies was 3.7, which
confirmed that law firms used service differentiation strategies to a large extent.
The researcher faced several limitations while conducting this study. Firstly, due to time
and cost constraints, the study was restricted to law firms in Nairobi whereas law firms
exist in other parts of Kenya. Secondly, some of the respondents were not objective in
filling the questionnaire due to fear of exposure of their strategies to competitors despite
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assurance by the researcher. Last but not least, the research did not establish whether
there was a relationship between performance and use of service differentiation
strategies.
It is suggested that research on the extent of use of service differentiation strategies by
law firms in the other parts of Kenya be conducted. In addition, a study should be carried
out to determine the perception of customers and/or employees on the extent of usage of
service differentiation strategies in law firms. It is further suggested that a study should
be carried out to determine whether law firms use other strategies, such as mergers, as a
means of achieving competitive advantage. Last but not least, a study should be
conducted to determine whether there is a relationship between performance and the use
of service differentiation strategies.
IX | en |
