| dc.description.abstract | The study sought to assess the influence of market competition on the growth of deposit-taking
Savings and Credit Cooperative Societies in Meru County. A mixed-method approach using
both quantitative and qualitative data was employed. Data were gathered from 10 DT-SACCO
headquarters in Meru County through a descriptive survey design. Respondents included 10
purposively sampled branch managers and 170 randomly sampled officers. Data collection
methods included interviews, questionnaires, and secondary financial reports. Validity and
reliability were assessed using various methods, including Cronbach’s alpha. SPSS version 27
was used for both descriptive and inferential statistical analysis. Data collected through
questionnaires established that the management had consciously worked to make sure that DT-
SACCOs were known as customer-focused to provide products and services effectively. To be
able to accomplish this, the institutions employed qualified professionals with expertise in cost
management, which encouraged the effective use of resources. However, the study found that
staff members were not included in the decision-making process. Interview replies indicated
that marketing campaigns, joint ventures with other corporations to boost sales, and cost
leadership were the kinds of market competitiveness tactics used in DT-SACCOs. At a 99%
significance level and α < 0.001, the market competition correlation coefficient value was r =
r=0.609. This showed that market competition had a moderately high influence on growth. The
coefficient for market competition is 0.490 with a significance value of 0.01. Therefore, the
model was Y = 19.601 + 0.490X1 + 3.063e. Notably, without the inclusion of the market
competition, the growth of DT-SACCOs would be 19.601. The outcome noted from the
findings recommends the need for the management to develop policies to emphasize on how
staff can be included in making decisions to improve their commitment level to the
organization and take advantage of market competition. If there are policies that encourage
staff involvement in decision-making, it will enhance cohesion and effective operations. The
study recommends that, in terms of technology adoption, there is a need to give priority to
cybersecurity and consistent training in technology, to reduce operational risk exposure.
Therefore, the solidification of IT is expected to uphold the reputation of the DT-SACCOs as
key financial providers. | en_US |
