Effect of Deposit Mobilization Strategies on the Performance of Deposit Taking Savings and Credit Cooperative Societies in Kenya

Abstract

Savings and Credit Co-operative Societies (SACCOs) in Kenya have been studied over the years with the objective of maximizing members’ wealth. Similar with other investment options, wealth maximization and member deposits mobilization strategies have been critical objectives for all SACCOs’ investment avenues from a wide range of investment alternatives. Studies have indicated that despite SACCOs having been in existence since their inception in the 1960s, lack of sufficient wealth creation has made it difficult for them to absorb their operational overheads, ensure sufficient credit to members on a timely basis, finance capital projects and reduce delinquency thereby threatening their sustainability. This has led to the losses being absorbed by member’s savings and or deposits hence loss in members’ investments. The study sought to establish the effects of deposit mobilization strategies on the performance of savings and credit cooperative societies in Kenya. The specific objectives were to establish the effect of product development strategy, marketing strategy, technological adoption strategy, and customer focus strategy on the performance of savings and credit cooperative societies in Kenya. The research also looked at the moderating effect of firm characteristics on Sacco performance. The study was guided by the following theories; contingency theory, product life cycle theory, resource-based theory, diffusion of innovations theory and the dynamic capabilities theory. Previous studies relating to each of the study variables was also reviewed and research gaps identified. Further, a conceptual framework indicated the study variables and their measurements. A descriptive research design was employed. The sampling frame of the study was derived from the database of SASRA which regulates and licenses SACCOs in Kenya. The population of the study was the 181 deposit taking Saccos (DTS) operating in Kenya as at the time of the study. Census approach was adopted since the target population was small. Therefore, the target population of the study was 181 Saccos. The number of respondents was 181 CEOs, who are in charge of strategies. A questionnaire was used to gather primary data. Data collected was sorted, coded and input into the statistical package for social sciences (SPSS) version 21.0 for production of graphs, tables, descriptive statistics and inferential statistics. xxii The study found out that product development strategy and performance of Saccos are positively and significantly related (β =0.379, p=0.012), marketing strategy and performance of Saccos are positively and significantly related (β =0.288, p=0.004), It was further revealed that technological adoption strategy and performance of Saccos are positively and significantly related (β =0.464, p=0.001), and that customer focus strategy and performance of Saccos are positively and significantly related (β =0.521, p=0.000). Based on the findings, the study recommended the need of Saccos to maintain high product quality and that the firms should continuously develop new products so as to meet their growing customers’ demand. Also, Saccos should adopt the use of modern technology in marketing their product and services including mobile marketing to improve on their performance. Further, the firms should invest in technological advancement by equipping their staff with technical skills and also providing them with the necessary facilities. In addition, the firms should develop a friendly customer-management relationship and adjust their pricing to ensure that they charge their customers reasonable charges.