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Abstract:
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The service industry worldwide has seen tremendous growth and is one of the fastest growing
sectors both in the developed and developing economies. The growth is attributed to growing
demand of clean atmosphere both at the workplace and domestic. Similarly, the demand for
good health, safe and cleaner environment has made service businesses to start both in small
and large magnitude. To successfully attain competitive advantage and boost growth, cleaning
service businesses require the right strategies to be put in place. This paper examined
strategies used by the cleaning industry in Kenya by focusing on a leading business in the
country. The study targeted 112 managers from the target business and used a census
sampling method. A questionnaire was used to collect primary data while a documentary
analysis was done to collect secondary data. A pre-testing of the questionnaire was also
conducted in order to validate the research instrument content. The findings from the study found that certain competitive strategies, namely professional and efficient service delivery,
specialised quality services, cost effectiveness and niching were used to gain competitive
advantage while product development, different marketing approaches, innovation and
customer relationship managers where used to boost company’s growth. The use of these
strategies ensured increased profit margin, customer satisfaction, brand position and
sustainable growth. It is hoped that this study contributes significantly to the Kenyan cleaning
industry both to new entrants and existing companies in terms of strategies to employ in order to
excel in the industry. |