Journal of Entrepreneurship and Business Innovation ISSN 2332-8851 2015, Vol. 2, No. 1 www.macrothink.org/jebi 16 Effect of Non-Financial Factors on Business Performance of Women Entrepreneurs in Service Industry in Kenya: A Case of KISSI County Pamela Nyanchama Mochache, MSc (Entrepreneurship) Department of Entrepreneurship and Procurement Jomo Kenyatta University of Agriculture and Technology, Kenya Email: wilfredonyancha2002@yahoo.com Dr. Florence Memba, PhD College of Human Resource Development Jomo Kenyatta University of Agriculture and Technology, Kenya Doi:10.5296/ jebi.v2i1.6857 URL: http://dx.doi.org/10.5296/ jebi.v2i1.6857 Abstract The important role that entrepreneurship played to combat unemployment, wealth creation and the alleviation of poverty was not underestimated, especially in regions with growing unemployment rates. Women entrepreneurs could contribute significantly to economic development in Kenya, but their contribution had been documented to be wanting. Although it was challenging for both men and women to start and sustain a successful business, women faced unique challenges in their business ventures. The objective of this study was to assess non-financial factors influencing the business performance of women entrepreneurs for women-owned enterprises in Kisii County. The study was based on the factors affecting the business performance of women entrepreneurs operating within Kisii County involved in micro and small businesses in the service industry. The study attempted to determine the constraints of women entrepreneurs in the service industry by identifying constraints limiting their business performance. Keywords: Attributes of women entrepreneurs, education, attitude and experience