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Influence of Digital Communication Platforms on Competitive Advantage: A Case Study of Kenya Revenue Authority

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dc.contributor.author Gachugi, Diana Wabuo
dc.date.accessioned 2017-08-28T07:39:45Z
dc.date.available 2017-08-28T07:39:45Z
dc.date.issued 2017
dc.identifier.uri http://hdl.handle.net/11732/3327
dc.description A Research Project Submitted to the Chandaria School of Business in Partial Fulfilment of the Requirement for the Degree of Masters in Business Administration (MBA) en_US
dc.description.abstract The objective of the study was to determine the influence of digital platforms on competitive advantage with a focus on Kenya Revenue Authority (KRA). This study aimed at determining the influence of social media on competitive advantage, assess the influence of mobile phone platforms on competitive advantage and examine the influence of organizational website on competitive advantage of KRA. The study adopted a descriptive correlation research method design to measure the influence of digital communication platforms on competitive advantage with a focus on Kenya Revenue Authority. The descriptive research method was the best for this study because it focused on the relationship between digital communication platforms and competitive advantage of KRA. The study used questionnaires to get data from respondents. The study focused on 40 employees at KRA head office in Nairobi. The study used census approach on the targeted population. The study used inferential and descriptive statistics adopted in analysis of data and presentation. Statistical Package for Social Sciences (SPSS) was used to analyse the data for this research. Tables and figures were used in data presentation. The study determined the influence of social media on competitive advantage. The study found that social media activities at Kenya Revenue Authority are aligned with other forms of traditional advertising and this has helped the organization address misconceptions from customers. The study also revealed how mobile phone platforms influence competitive advantage of Kenya Revenue Authority. The study found that KRA uses mobile devices for communication networks in business activities for Customer Relation Management (CRM). The study examined the effect of organizational website on competitive advantage of Kenya Revenue Authority. The study reveals that through the use of website, KRA has improved on its revenue collection through the expansion of their reach. The study concludes that social media activities at KRA are aligned with other forms of traditional advertising. This has helped KRA address misconceptions and errors through dialogue with customers. The E-business services have enabled KRA to increase its revenue collection. Mobile Commerce (m-Commerce) has improved commercial activities at KRA hence the use of M-commerce has provided a modern image to the organization. The study also concludes that through the use of website, KRA has improved on its revenue collection by expanding their reach. The website has changed the balance of power in relationships with the KRA and its customers. The study recommends the management of Kenya Revenue Authority and other organizations to align their social media activities with other forms of traditional marketing. The organizations should enhance adoption of pull marketing strategy to attract contends through their respective customers’ mobile devices. The study also recommends the use website because it was found to improve on revenue collection and employ promotion strategies to provide a direct link with customers to enter into dialogue with then about their services. en_US
dc.language.iso en en_US
dc.publisher United States International University - Africa en_US
dc.subject Digital Communication Platforms en_US
dc.subject Competitive Advantage en_US
dc.subject Kenya Revenue Authority en_US
dc.title Influence of Digital Communication Platforms on Competitive Advantage: A Case Study of Kenya Revenue Authority en_US
dc.type Thesis en_US


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