Influence of Growth Strategies on Performance of Water Service Providers: A Case of Nairobi City Water and Sewerage Company Ltd

Abstract

This study focused on the effects of strategy on the performance of the Nairobi City Water and Sewerage Company. Most organizations have plans to grow their business and increase sales, service delivery and profits. Some common growth strategies in business include market penetration, market expansion, product expansion, diversification and acquisition. The study focused on four key variables those market strategies, customer care management strategies, financing strategies and technology strategies evaluation by measuring the extent to which this variables influence the performance of Nairobi City Water and Sewerage Company. The study was hinged on the Systemic theory, Expectancy theory, Strategic choice theory, Evolution theory and Resource allocation theory. The study used a descriptive research design. The findings indicated that marketing, customer care management; financing and technological strategies have a significant association as well as relationship with performance of NCWSC. The study recommends that since marketing strategies have a significant positive influence on performance of NCWSC, the management should invest more in such kinds of strategies for instance conducting more customer care clinics and increasing the frequency of carrying out awareness on the importance of paying water bills on time as part of its marketing strategies. The study also recommends that since customer care management strategies have a significant positive influence on performance of NCWSC, the management should invest more in such kinds of strategies for instance frequently conducting a follow up on complains that have been raised and solved and increasing the frequency of continuously reviewing the relationship management practices being adopted by the company employees as part of its customer care management strategies.

Keywords: Marketing Strategies, Customer care management strategies, Technological Strategies, Financing Strategies, Performance of NCWSC