STRATEGIC ORIENTATION AND FIRM PERFORMANCE OF COMMERCIAL BANKS IN MOMBASA COUNTY, KENYA

This study investigated the effect of strategic orientation on performance commercial banks in Kenya. The specific objectives are to establish technology orientation, market entrepreneurial and learning banks. adopted descriptive survey research design. target population current was management level staff tier 1 A sample 79 chosen by use Slovins formula. Primary data collected structured questionnaires. Data checked for correctness analysed quantitatively Statistical Package Social Science (SPSS) version 25 tool. Descriptive analysis determined mean standard deviation while regression model summary, ANOVA coefficients. results revealed that bank uses advanced technologies new product development as study. It is established create brand differentiation from competitors . cost transactions amount transacted has improved its capability respond customers’ preferences an effective way. concluded seek intelligence about order improve service delivery firm a high degree co-operation between different functions/departments. customer helped developing appropriate strategies meet needs demands. concludes inter-functional coordination helps analyze information gained decision process. recommends should evaluate daily operations be willing accept ideas easily. always question thinking practices. In addition, actively encourage employees customers give feedback suggestions improvements. would form basis improvement hence increased performance. Key Words: Technology Orientation, Market Entrepreneurial Learning Orientation CITATION: Hamisi, J., & Ibrahim, A. (2023). Strategic Mombasa County, Kenya Journal Business Change Management, 10 (2), 545–561.