Operations Strategies, Customer Satisfaction and Competitiveness in Bonfire Adventures and Events Limited (K)

Abstract

Operations strategies act as a competitive priority which act as yardsticks which most companies can utilize to add value to services they provide. The challenges faced by operations managers are not only internal but also external especially due to globalization and dynamic technological changes. In addition, operations managers have to deal with seasonality and increased insecurity in the industry. The study sought to achieve the following objectives broadly classified as general and specific objectives. The specific objectives of this study addressed the following; to establish operations strategies employed at Bonfire Adventure & Events Limited, to determine the contributions of operations strategies toward customer satisfaction at Bonfire Adventure & Events Limited and to determine whether customer satisfaction have any effect on competitiveness of Bonfire Adventure & Events Limited. In this case, the study focused on 80 employees and 400 customers of Bonfire Adventures and Events Limited (K). The study targeted to collect views and perceptions of the employees who are working in this firm and have been involved in customer service directly and also the views of the customers who sought their services in the month of June/July 2017 after the launch of standard gauge railway. The findings of the study revealed that operations strategies influenced organizational competitiveness. There is need to maintain symbiotic relationship between organizational customers and their satisfaction since there is a positive and significant relationship between customer satisfaction and profitability. The researcher recommends that Bonfire Adventure & Events Limited should emphasize the importance of firms recognizing that the operations strategies are required to serve numerous purposes to meet the needs of a rather varied array of stakeholders.