Change management strategies and performance of Safaricom public limited in kenya
| dc.contributor.author | Murimi, Anne | |
| dc.date.accessioned | 2026-02-06T08:28:24Z | |
| dc.date.available | 2026-02-06T08:28:24Z | |
| dc.date.issued | 2026-11 | |
| dc.description | A research project submitted to the school business, Economics and tourism in partial fulfilment of the requirements for the award of the degree of Master of Business Administration (Strategic Management) of Kenyatta University, November 2025 Supervisor: Dr. Patricia Kungu | |
| dc.description.abstract | In the rapidly evolving telecommunications industry, companies face continuous challenges such as government regulations, competition, shifting consumer preferences, technological advancements, and globalization. To remain competitive, firms must embrace strategic change that enables quick adaptation to market dynamics. This study examined the effect of change management strategies on the performance of Safaricom Public Limited in Kenya, focusing on re-engineering, restructuring, innovation, and leadership alignment. The findings aimed to guide telecom firms in addressing technological disruptions and competition through proactive change strategies. The study was anchored on Kurt Lewin’s Change Management Model, Balanced Scorecard Theory, Transaction Cost Economics Theory, and Contingency Theory. A descriptive research design was adopted, targeting 240 employees at Safaricom’s Nairobi head office. Using stratified random sampling, 72 functional managers were selected as respondents. Data was collected using a five-point Likert scale semi-structured questionnaire. Instrument reliability was confirmed through Cronbach’s alpha, with all variables achieving scores above 0.7, indicating strong internal consistency. A pilot test ensured validity. Quantitative data were analyzed using SPSS version 26, employing both descriptive and inferential statistics, including multiple linear regression, while qualitative data were analyzed thematically and presented narratively. The results revealed a strong positive correlation (R = 0.823) between change management strategies and Safaricom’s performance. The R² value of 0.677 indicated that about 67.7% of performance variance could be explained by change management strategies. A p-value of 0.003 confirmed the significant influence of re-engineering, restructuring, innovation, and leadership alignment on organizational performance. Re-engineering was found crucial in enhancing operational efficiency, while restructuring improved flexibility and alignment with market demands. Innovation promoted competitiveness and market expansion, whereas effective leadership alignment fostered collaboration, engagement, and accountability. The study concludes that change management strategies substantially enhance Safaricom’s performance by driving operational efficiency, revenue growth, and customer satisfaction. It recommends that managers prioritize continuous re-engineering and innovation to maintain agility and responsiveness. Additionally, the Government of Kenya should create supportive regulatory frameworks that encourage effective restructuring and innovation in the telecommunications sector. The findings provide a strategic roadmap for managers and policymakers seeking to strengthen organizational transformation and sustainability within Kenya’s rapidly changing telecom environment | |
| dc.description.sponsorship | Kenyatta University | |
| dc.identifier.uri | https://ir-library.ku.ac.ke/handle/123456789/32303 | |
| dc.language.iso | en | |
| dc.publisher | Kenyatta University | |
| dc.title | Change management strategies and performance of Safaricom public limited in kenya | |
| dc.type | Thesis |