INFLUENCE OF CUSTOMER ORIENTATIONS ON ORGANIZATIONAL PERFORMANCE OF STAR RATED HOTELS IN KENYA

Abstract

This study sought to establish the influence of customer orientation on organizational performance in star-rated hotels in Kenya. The study was guided by the Market Orientation Theory, Relationship Marketing Theory, and the Service-Profit Chain Model. The target population was the 51 four star and five star hotels in Kenya. The target respondents was the 171 managers from various departments at the hotel's under investigation. Primary data was collected and analyzed using both measures of central tendency and the regression analysis. The findings revealed a positive and significant relationship between customer orientation and hotel performance (p>0.05). Based on these findings, the study recommends that hotel managers enhance their customer-oriented strategies by focusing on personalized services, strengthening loyalty programs, and cultivating a customer-centric culture through employee training.