Competitive Strategies And Market Share Of Savings And Credit Co-Operatives In Meru County, Kenya

Purpose: The purpose of this study was to establish the competitive strategies' effect on the market share of savings and credit cooperatives in Meru County, Kenya.Methodology: This study was quantitative in nature and utilized a descriptive research design. The study target population was 53 SACCOs registered in Meru Country. Stratified proportionate random sampling technique was used to select the sample. The study sample size was 120 respondents. The main instrument for the study was the use of questionnaires that were administered to the respondents. The data and information obtained through the questionnaires was first checked for completeness. Quantitative data gathered from correctly filled questionnaires was coded, tabulated and analyzed using SPSS version 20 by both descriptive statistics which included mean and standard deviation, and inferential statistics which included Pearson correlation and regression coefficient. A multiple linear regression model was used to test the significance of the influence of the independent variables on the dependent variable.Results: The study findings revealed that there is a positive and significant association between service quality, corporate image; organizational structure; technology and market share of the firms. Further, the findings revealed a positive and significant relationship between service quality, corporate image; organizational structure; technology and market share of SACCOs in Meru County.Unique contribution to theory, practice and policy: Based on the findings, the study recommended that SACCOs should invest in improving the quality of services they offer; should engage more in corporate social responsibility activities; should have a well-structured chain of command; and should embrace and adapt the use of modern technology in their operations.