Kanoga, Simon Gicheru2026-03-062026-03-062025-10https://ir-library.ku.ac.ke/handle/123456789/32657A Thesis Submitted to the School of Business, Economics and Tourism in Partial Fulfillment of the Requirements for the Award of the Degree of Doctor of Philosophy in Business Administration (Marketing) of Kenyatta University. October, 2025 Supervisor Samuel Maina Reuben Njuguna.The retail sector faces performance challenges due to technological disruption, intense competition and unpredictable consumer behaviors. The retail sector has experienced a negative annualized average rate of revenue growth of 2.4% over the last seven years, and retailers have struggled with sales growth and operational efficiency. The objective of the study was to examine the effects of omnichannel retailing on performance of large scale retail stores in Nairobi City County, Kenya. The specific objectives were to determine the effects of omnichannel integration, omnichannel order fulfilment, and the omnichannel service configuration on the performance of large scale retail stores. The study established the moderating effects of dynamic capabilities and mediating effects of brand equity on the performance of large scale retail stores. This study was grounded by the following theories; Resource Based View (RBV), social exchange, dynamic capabilities, Unified Theory of Acceptance and Use of Technology (UTAUT), and double jeopardy theory. The study was guided by positivism research philosophy, utilized the cross sectional approach, descriptive and explanatory research designs. The unit of analysis was the large scale retail stores within Nairobi City County while the departmental heads from marketing and sales, information technology, finance, and operations/logistics were the unit of observation. The pilot testing was conducted on the study questionnaires prior to their utilization in data collection. The reliability of the questionnaire was assessed using Cronbach alpha where 0.7 level was considered reliable, and where all the variables in the study were found to be higher than the cut-off. The multiple linear regression was used in testing hypothesis and making inferences. The research utilized 5% significance level to determine significance in hypothesis testing. Content analysis was used to extract meaning, and make inferences from qualitative data. A correlation analysis revealed statistically significant correlation between omnichannel integration, omnichannel order fulfilment, and omnichannel services configuration, as well as brand equity and dynamic capability on the performance of large retail stores; indicating possible relationship between these variables. The regression analysis revealed that omnichannel retailing significantly affected the performance of large scale retail stores. It was observed that omnichannel integration, and omnichannel service configuration directly influenced the performance of large scale retail stores with the factors exuding statistically significant influence with the ability to explains 29.8% of the variability in retail stores performance. However, omnichannel order fulfilment has no statistically significant effect on the performance of large scale retail stores. The study found that dynamic capabilities and brand equity significantly affect the relationship between omnichannel retailing and the performance of large scale retail stores. The study therefore concludes that omnichannel retailing influences performance of large scale retail stores, and this effect is influenced by the stores’ dynamic capabilities and brand equity. Thus, the study proposes that the retailing sector should embrace omnichannel retailing while optimizing dynamic capabilities and aligning with brand equity, which will enhance the overall performance retail stores. The findings indicate that omnichannel order fulfilment has no statistically significant effect on the performance of large scale retail stores, thus providing an avenue for future studies in different sectors with additional variablesenThesis