DIFFERENTIATION STRATEGIES ON THE SERVICE DELIVERY OF PUBLIC SERVICE VEHICLES IN CREDIT COOPERATIVE SOCIETIES IN MERU COUNTY, KENYA

Victor Omondi , Makhamara Hilda F

Abstract: Public service vehicles operating under credit cooperative societies in Kenya have continued to play a vital role in providing affordable and accessible transport services. However, these societies have faced persistent challenges in achieving efficient and consistent service delivery due to operational inefficiencies, competitive pressures, and inadequate strategic planning. This study examined the effect of differentiation strategies on the service delivery of public service vehicles in credit cooperative societies in Meru County, Kenya. The study was anchored on the Competitive Advantage Theory, the Resource-Based View, and the Contingency Theory. A descriptive research design was employed, and a census approach was adopted targeting staff, management, and stakeholders involved in the operations of credit cooperative societies managing public service vehicles in Meru County. Primary data were collected using structured questionnaires, while secondary data were obtained from internal reports and regulatory publications. Data were analyzed using both descriptive and inferential statistical methods, and results were presented in tables, graphs, and charts. The findings revealed that differentiation strategies had significant positive effects on service delivery. Differentiation enhanced service quality and customer satisfaction. The study showed that societies applying the strategies achieved better performance and competitiveness in the transport sector. The study concluded that the effective application of differentiation strategies enhanced service delivery and overall performance of public service vehicle cooperatives. It recommended that cooperative societies adopt technology-driven cost management and quality improvement to target niche markets to sustain competitiveness.

Keywords: Differentiation Strategies, service delivery.

Title: DIFFERENTIATION STRATEGIES ON THE SERVICE DELIVERY OF PUBLIC SERVICE VEHICLES IN CREDIT COOPERATIVE SOCIETIES IN MERU COUNTY, KENYA

Author: Victor Omondi , Makhamara Hilda F