Influence of Innovation Strategies on Service Delivery Among Medium and Large Supermarkets in Nairobi City County Kenya

Abstract

Changes in the business environment are characterized by high levels of competition, changing customer’s behaviour, high firm operational costs and inadequate resources. These are some of the challenges experienced by most firms. Firms have to change with the changing customers to maintain the business relationships. Adoption of innovation is one of the critical measures to stay relevant and survive in the turbulent business environment. Innovation is the key driver of competitiveness, profitability, growth as well as value creation. The general objective of the study was to establish the influence of innovation strategies on service delivery among medium and large supermarkets in Nairobi City County Kenya.This study was based on two theories, Schumpeter’s theory of innovation and service quality theory. A descriptive cross-sectional design was employed with a target study population of 75 medium and large supermarkets in Nairobi City County. The target respondents were senior managers of the medium and large supermarkets within Nairobi City County.Analyses was done using descriptive analysis, multiple linear regression and correlation analyses. It was established that process innovation strategies, market innovation strategies and technological strategies were shown to have a significant impact on service delivery at great extent while administrative strategies at moderate extent. The study established a positive relationship between innovation strategies and service delivery. It was concluded that there is a significant association existing between innovation strategies and service delivery hence the model of research is significant. The study recommends that management of the supermarkets should innovate their products and service offerings on a regular basis. The supermarkets should upscale resources in research and development to achieve quality and diversity in their service delivery.