Direct Sales Strategy Applied by Commercial Banks in Kenya
Lewis Kinyua Kathuni, Nebat Galo Mugenda

The purpose of this study was to gain a deeper understanding of the contribution of direct sales strategy towards attainment of competitive advantage among commercial banks in Kenya. It further sought to establish the direct sales strategy approaches adopted by commercial banks and their impact on the bank’s competitive advantage. The study revealed that although majority of the banks are predominantly local, the number of foreign owned banks is high and intense competition exists between the locally-owned and foreign-owned banks. Banks have embraced direct sales strategy as a competitive tool. Direct selling stands out among all the other strategies for competitive advantage. The study recommends banks to open regional branches spread throughout the country to enhance customer reach and market presence, increase the size of the direct sales force to enhance customer awareness and market penetration and regular sales campaigns to excite the market.

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