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IJSRP, Volume 8, Issue 11, November 2018 Edition [ISSN 2250-3153]



      Caroline Mbugua, Dr. Ibrahim Tirimba

Abstract: The purpose of this study was to find out the effect of differentiation strategies on the performance of listed mobile network operators in Kenya. Questionnaires were used as the primary data collection tool and the data collected was analyzed using Multiple regression analysis (standard), descriptive analysis (means and standard deviations) and inferential statistics. The population size was 950 management staff of Safaricom PLC’s. The sample size was 281 respondents. Multiple regression equation was used to analyze data and with aid of SPSS version 21.0. The study found out that Service Differentiation strategy was statistically significant in influencing performance of listed mobile network operators in Nairobi City County, Kenya. The study also found out that Quality Differentiation strategy was statistically significant in influencing performance of listed mobile network operators in Nairobi City County , Kenya.

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Caroline Mbugua, Dr. Ibrahim Tirimba (2018); Influence of Differentiation Strategies on Performance of Listed Mobile Network Operators in Nairobi City County, Kenya; International Journal of Scientific and Research Publications (IJSRP) 8(11) (ISSN: 2250-3153), DOI: http://dx.doi.org/10.29322/IJSRP.8.11.2018.p8349

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