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The Adoption of Mobile Virtual Network Operators by Equity Bank in Kenya

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The Adoption of Mobile Virtual Network Operators by Equity Bank in Kenya THE ADOPTION OF MOBILE VIRTUAL NETWORK OPERATORS BY EQUITY BANK IN KENYA BY ROBERT OCHIENG A RESEARCH PROJECT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION, SCHOOL OF BUSINESS, UNIVERSITY OF NAIROBI OCTOBER, 2016 DECLARATION This research project is my original work and has not been submitted for examination to any other university. Signed................................................................Date....................................................... ROBERT OCHIENG D61/64141/2013 This research project has been submitted for examination with my approval as the University Supervisor. Signed................................................................Date....................................................... DR. LITONDO LECTURER SCHOOL OF BUSINESS UNIVERSITY OF NAIROBI ii ACKNOWLEDGEMENT I would like to thank God, the Almighty father for being with me throughout my studies. I thank my supervisor Dr. Kate Litondo for her guidance, valued feedback and consideration. In addition, I would like to thank Equity Bank customers who were the interviewees for this project for their invaluable opinions and contribution. Finally, I thank my family for their kind support and understanding. iii DEDICATION I would like to dedicate this project to my dad and mum Mr. and Mrs. John Owino for their unwavering support and love throughout my education and life. iv TABLE OF CONTENT DECLARATION............................................................................................................... ii ACKNOWLEDGEMENT ............................................................................................... iii DEDICATION.................................................................................................................. iv TABLE OF CONTENT .....................................................................................................v LIST OF TABLES ......................................................................................................... viii ABSTRACT ........................................................................................................................x ABBREVIATIONS .......................................................................................................... xi CHAPTER ONE: INTRODUCTION ..............................................................................1 1.1 Background of the study ................................................................................................1 1.1.1 Mobile Virtual Network Operators .........................................................................2 1.1.2 Equity Bank .............................................................................................................5 1.2 Statement of the problem ...............................................................................................6 1.3 Research Objectives .......................................................................................................8 1.4 Value of the study ..........................................................................................................8 CHAPTER TWO: LITERATURE REVIEW ...............................................................10 2.1 Introduction ..................................................................................................................10 2.2 Theoretical foundation .................................................................................................10 2.3 The Concept of MVNO ...............................................................................................12 2.4 Drivers of MVNOs ......................................................................................................15 2.5 Benefits ........................................................................................................................16 v 2.6 Challenges ....................................................................................................................17 2.7 Empirical Literature on drivers of MVNO Adoption ..................................................18 2.8 Conceptual Framework ................................................................................................21 CHAPTER THREE: RESEARCH METHODOLOGY .............................................22 3.1 Research Design...........................................................................................................22 3.2 Data Collection ............................................................................................................22 3.3 Data analysis ................................................................................................................23 CHAPTER FOUR: DATA ANALYSIS, RESULTS AND DISCUSSION .................24 4.1 Introduction ..................................................................................................................24 4.2 Response Rate ..............................................................................................................24 4.3 Demographic Information ............................................................................................25 4.3.1 Gender of the Respondents ...................................................................................25 4.3.2 Age of the Respondents.........................................................................................26 4.3.3 Highest level of education .....................................................................................27 4.3.4 Learning about Equitel Services ...........................................................................27 4.3.5 Mobile operator simcard actively used .................................................................29 4.4 Extent of usage of the Equitel Services .......................................................................30 4.5Benefits of using Equitel to customers .........................................................................31 4.6 Challenges affecting the adoption of Equitel ...............................................................33 4.7 Equitel Services Used ..................................................................................................34 4.8 Inferential Statistics .....................................................................................................36 vi CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS ...39 5.1 Introduction ..................................................................................................................39 5.2 Summary of findings....................................................................................................39 5.3 Conclusions ..................................................................................................................40 5.4 Recommendations of the study ....................................................................................42 5.5 Limitations of the study ...............................................................................................43 5.6 Suggestions for further studies .....................................................................................44 REFERENCES .................................................................................................................45 Appendix 1: Questionnaire ................................................................................................47 vii LIST OF TABLES Table 4.1: Response Rate ...................................................................................................25 Table 4.2: Highest Level of Education ..............................................................................27 Table 4.3: Learning about Equitel Services .......................................................................28 Table 4.4: Usage of Equitel Services .................................................................................30 Table 4.5: Benefits of using Equitel to Customers ............................................................31 Table 4.6: Challenges affecting Adoption of Equitel ........................................................33 Table 4.7: Equitel Services Used .......................................................................................35 Table 4.8: Model Summary ...............................................................................................37 Table 4.9: ANOVA ............................................................................................................37 Table 4.10: Regression Coefficients ..................................................................................38 viii LIST OF FIGURES Figure 2.1: Types and Differences of MVNO Players ......................................................14 Figure 2.2: Conceptual Framework ...................................................................................21 Figure 4.1: Gender of the respondents ...............................................................................25 Figure 4.2: Age Bracket .....................................................................................................26 Figure 4.3: Mobile operator simcard actively used ...........................................................29 ix ABSTRACT The adoption of Equitel MVNO met challenges since the award of license to three MVNOs by Communications Authority of Kenya. One of the Mobile Network Operators, Orange Kenya wrote to CAK complaining about an oversight on rules of engagement
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