INFLUENCE OF CORPORATE CULTURE ON CUSTOMER SEGMENTATION STRATEGY AMONG COMMERCIAL BANKS IN KENYA

Mr. Evans Silver Kwendo, Dr. Ondoro Charles Omondi, Dr. Mise Jairo Kirwa

Abstract: This research paper sought to investigate the influence of corporate culture on customer segmentation strategy among commercial banks in Kenya. The study employed a quasi-experimental posttest research design. A census survey was conducted among 43 commercial banks in Kenya, where the study population consisted of four senior managers from each bank’s head-office in Nairobi capital city of Kenya. The findings of this study were that corporate culture directly influences banks’ customer segmentation strategy formulation and implementation. Thus, according to R2 corporate culture contributes upto 46.9% of the variations in customer segmentation strategy execution. In conclusion therefore, management of banks have to embrace all the four types of corporate culture (  clan culture, adhocracy culture, market culture and hierarchy culture )that provide direction and focus towards accurate execution of business strategies. Since culture is dynamic, the researcher recommends that top management should be role models in building strong corporate culture that contribute to sustainability of their firms on the market.

Keywords: Corporate culture, clan culture, adhocracy culture, market culture and hierarchy culture, customer segmentation strategy.

Title: INFLUENCE OF CORPORATE CULTURE ON CUSTOMER SEGMENTATION STRATEGY AMONG COMMERCIAL BANKS IN KENYA

Author: Mr. Evans Silver Kwendo, Dr. Ondoro Charles Omondi, Dr. Mise Jairo Kirwa

International Journal of Management and Commerce Innovations 

ISSN 2348-7585 (Online)

Research Publish Journals

Vol. 6, Issue 1, April 2018 – September 2018

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INFLUENCE OF CORPORATE CULTURE ON CUSTOMER SEGMENTATION STRATEGY AMONG COMMERCIAL BANKS IN KENYA by Mr. Evans Silver Kwendo, Dr. Ondoro Charles Omondi, Dr. Mise Jairo Kirwa