Influence of Corporate Differentiation Strategies on Organizational Performance of Mobile Service Providers: A Comparative Analysis of Safaricom Plc and Airtel (K) Ltd in Kenya

Abstract

The study objective was to comparatively determine the influence of corporate differentiation strategies on the organizational performance of Safaricom and Airtel in Kenya. The study applied quantitative approach, used positivism paradigm, and adopted correlational research design. The target population was 235 managerial staff of Safaricom and Airtel and used a census approach. The data was collected using questionnaires and secondary data collection sheets for the period 2013 to 2022. Descriptive statistics and multiple regression analysis were used to analyse the data. Tables and figures were used in the presentation of the data. From the correlation analysis, corporate differentiation strategies were established to be positively correlated to performance of mobile service providers in Kenya. The emphasis on differentiation strategies are concluded to help the mobile service providers in tailoring goods and services to specific regions and demographics, enabling mobile service providers to engage with their diverse customer base more effectively. The study recommends that mobile service providers prioritize a comprehensive understanding of the market, adopting location-specific strategies that cater to local demands while maintaining cost efficiency and categorizing customers based on a range of factors, providers can tailor offerings to specific needs, enhancing customer engagement. Adoption of the strategies will enable the mobile service providers to effectively contribute to vision 2030 and achievement of sustainable development goals.