Social Media Application and Customer Satisfaction in Private Members Clubs in Kenya

Abstract

The study focuses on social media application and customer satisfaction in Private Members Clubs in Kenya. In conformity with recognizing the growing impact of digital platforms on customer satisfaction, the study aims to provide insights into the dynamics of social media application usage on customer satisfaction and its challenges in private members clubs in Kenya. The study also aims to capture insights into the integration of social media applications and their influence on customer satisfaction. Grounded in Service Quality Theory, Technology Acceptance Model, and Social Exchange Theory, the research employs a correlation design, targeting ICT managers from 43 Members clubs. Primary data was collected via questionnaires, from the ICT Managers of the intended Private Members Clubs. The data collected was analyzed using SPSS (Statistical packaging social sciences). The findings revealed a weak positive correlation between marketing and customer satisfaction, suggesting a limited impact of marketing efforts on customer satisfaction. Communication demonstrates a moderate positive correlation, emphasizing its significant role in enhancing customer satisfaction. Soliciting activities show a weak positive correlation, implying a subtle influence on customer satisfaction. Regression analysis indicates a positive but statistically insignificant impact of marketing on customer satisfaction, cautioning against relying solely on marketing for customer satisfaction. Soliciting new facilities and services, as well as communication, were found to be statistically insignificant in influencing customer satisfaction. In conclusion the study recommends adopting a nuanced perspective on marketing's role, acknowledging its subtle influence despite statistical insignificance in regression analysis. Organizations are urged to embrace a comprehensive strategy, diversifying marketing approaches, and collaborating across departments. For communication, the focus is on investing in recognized social media platforms, employee training, and diversifying channels, despite statistical insignificance in regression. The study recommends a comprehensive approach for soliciting new facilities, refining strategies, actively seeking customer feedback, and integrating solicitation with product development, despite statistical insignificance in regression.