Effects of Differentiation Strategies on the Financial Performance of Saccos in Kirinyaga County, Kenya

Winnifred Wairimu Njoroge (), Dr. Stephen Kamau () and Dr. Evelyne Maina ()

Journal of Business and Strategic Management, 2025, vol. 10, issue 12, 18 - 35

Abstract: Purpose: This study sought to examine the effect of differentiation strategies on the financial performance of Savings and Credit Cooperative Organizations (SACCOs) in Kirinyaga County, Kenya. Specifically, it focused on two strategic dimensions: customer loyalty differentiation and ICT technology adoption. Methodology: The study employed a descriptive research design targeting SACCO managers and accountants. Data were collected through structured questionnaires from a sample of 90 respondents comprising 45 SACCO managers and 45 accountants selected using simple random sampling within each SACCO. Participants were assured of confidentiality, and no personal identifiers were collected. Data were used solely for academic purposes. Findings: The findings revealed that differentiation strategies significantly enhance SACCO profitability, with 91.1% of respondents reporting moderate to significant financial improvements. Regarding customer loyalty differentiation, 81.1% of participants identified customer retention as very or extremely important to the success of their differentiation efforts, highlighting the importance of loyal customers in sustaining competitive advantage and revenue growth. On ICT adoption, mobile banking (66.7%) and Management Information Systems (25.6%) were the most widely used technologies, with most SACCOs having implemented these tools for over three years. This mature use of ICT aligned with improved financial outcomes through enhanced efficiency, accessibility, and customer satisfaction. Demographic data showed that most SACCO personnel were aged 31–50 years and held at least a bachelor’s degree, reflecting a well-educated and experienced workforce. Unique Contribution to Theory, Policy and Practice: The study contributes to theory by empirically confirming the positive impact of differentiation strategies particularly customer loyalty and ICT adoption on financial performance. For policy, it underscores the need to support digital transformation and customer-centered practices within SACCOs. Practically, the study recommends that SACCOs continue to invest in customer relationship management and digital technologies to sustain financial growth, competitiveness, and member satisfaction.

Keywords: Differentiation Strategy; Customer Loyalty Differentiation and ICT Technology Adoption. (search for similar items in EconPapers)
Date: 2025
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