Abstract: This study was seeking to establish the effect of business strategies adopted on the customer base performance of commercial banks in Kenya. It also sought to establish the relationship between business strategies and customer base performance in commercial banks in Kenya. Towards the achievement of the objectives, the research adopted a descriptive research design which involved distribution of questionnaires to commercial banks in Mombasa County. A good response rate of 75.9% was realized. This study also established a regression and correlation analysis between the Independent variables and the dependent variable. The findings of the study were that different commercial banks have adopted different business strategies depending on their customer base performance. The study also established that most of the banks involved business innovation, product differentiation, market diversification and skills management. The study concluded that the adoption of these business strategies for the growth of customer base of the commercial bank be part of the long term strategy of the commercial banks for them to improve on their customer base performance. This study therefore recommends that commercial banks should consider adopting these business strategies fully as this will be beneficial in the long run compared to the initial costs involved in the implementation of the strategies.
Keywords: business strategies, commercial banks, business innovation, market diversification.
Title: EFFECT OF BUSINESS STRATEGIES ON CUSTOMER BASE PERFORMANCE OF COMMERCIAL BANKS IN KENYA
Author: NANCY WAITHERA KARIUKI, DR LUCY GICHINGA
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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