期刊名称：European Journal of Business and Social Sciences
印刷版ISSN：2235-767X
出版年度：2018
卷号：6
期号：11
页码：19-30
出版社：European Society of Business and Social Sciences
摘要：the objective of this study was to determine the MarketOrientation of Deposit taking Savings and CreditCooperative Societies (DTS’s) in Kenya. The population ofthe study comprised the 184 licensed DTS’s. A descriptive crosssectional survey design was used. Primary data was collected using asemi structured questionnaire while secondary data was obtainedfrom the Sacco Societies Regulatory Authority (SASRA), supervisionreports. The data collected was analyzed using descriptive statistics..The study found that to a great extent majority of the SACCOs have amarket orientation and this is evidenced by high levels of marketintelligence generation and market intelligence disseminationactivities. However, it was observed that the level of responsivenessto gathered intelligence was low. The study recommends thatManagers of SACCOs give more attention to building their marketorientation through training of their staff and fostering sharing ofrelevant information between departments as being market orientedrequires organization wide support to be effective. Similarly, havingregular meetings and collecting feedback from customers will ensurethat information collected is current and is acted on in a timelymanner thus improving the organizations responsiveness.
Loading...
