Influence of Product Differentiation Strategy on Performance of Commercial Banks in Lodwar, Kenya

Commercial banks in Kenya are critical fostering economic development as they fund investment. However, no longer making enough profit to keep them afloat while meeting the needs of their shareholders current climate due increased competition both from other peer and financial innovations leading creation Fintech firms. As a result, product differentiation strategy be developed achieve sustained competitive strategy. This study aimed establish influence on performance commercial Lodwar Town. In this respect, sought determine whether can effectively sustainable advantage. The gathered primary data four Lodwar, Kenya. included: Equity Bank, Cooperative National Bank These have been operation for more than decade. A combination questionnaires interview schedules assisted generating data. total 96 participants took part survey, 4 answering schedule. Regression analysis was used test Lodwar. found out statistically significant positive relationship between means that effects differ one bank another. main limitation is only area considered. addition, correlational nature. Hence, it cannot infer causal two. Other conducting additional studies comparing different areas, there need conduct causes banks.