John Osoro, Dr. Ismail Noor, Dr. Samson Nyanga’u


Any firm needs clients because without them, there would be no money. Organizations are battling to thrive in the extremely competitive business world of today as Product Lifecycles have gotten shorter, clock-speed has gotten faster, and the ramifications of disenchanting a consumer have gotten worse. Despite the overwhelming evidence which shows the advantages of customer centric procurement, not a single study has focused on influence of supply chain customer centric on performance of horticulture exporting firms in Kenya. The specific objectives were to; establish the effect of supply chain agility on performance of horticulture exporting firms in Kenya; and the moderating effect of regulatory framework compliance on supply chain agility and performance of horticulture exporting firms in Kenya. The study was guided by Contingency theory. Descriptive and causal-comparative research design designs were used. The target population was all 236 horticulture exporting firms in Kenya. The unit of analysis were horticulture exporting firms while the unit of observation was supply chain managers. The study used a census approach and therefore the target population was the 236 supply chain managers in horticulture exporting firms. Semi-structured questionnaires and data collection tools were used for data collection. Qualitative data collected were analysed using content analysis and presented in prose form. Qualitative data was analysed using SPSS version 26 where descriptive statistics such as such as frequency distribution, mean (measure of dispersion), standard deviation, and percentages were used. The study also computed inferential data analysis which included regression analysis and Pearson correlation coefficient analysis. The findings were presented in tables and figures. The study found that supply chain agility was found to positively and significantly relate with performance of horticulture exporting firms in Kenya. In addition, regulatory framework compliance had significant moderating effect on the relationship between supply chain agility and performance of horticulture exporting firms in Kenya. Therefore, it is recommended that horticulture exporting firms in Kenya invest in these factors to enhance their performance. Specifically, they should increase their supply chain agility and ensure compliance with the regulatory framework. Future research should focus on examining the specific strategies and practices that firms can adopt to improve these supply chain factors and their impact on performance.

Key Words: supply chain agility, regulatory framework, performance, horticulture exporting firms 

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