Influence of quality of services on customer satisfaction at Kenya Wildlife Service: a case study of Nairobi National Park
The tourism industry is undergoing rapid and radical transformations. Today, the sector faces socio-economic changes including heterogenity in demand which profoundly influence tourists' preferences and challenges the service delivery processes and strategies. Tourism sustainability through customer satisfaction seems to be the answer to the problem of the tourism competitive market. This paper discusses the opportunities of customer satisfaction development and its potential in destination rejuvenation through a case study at the Nairobi National Park which was established in 1946 and came as the first National Park in Kenya. In the park there is a large and varied wildlife population and is one of the country's most successful rhino sanctuaries. The park is the main tourist attraction for visitors to Nairobi. It does not only attract international tourists but also large numbers of Nairobi inhabitants. Thousands of African children on school field trips also visit the park each week. The increase in demand for tourism destinations around the world with a limited .number of tourists has engineered the need to device ways to keep tourists in the park. Although, tourism has been used over the years for marketing and promoting a destination and the specific products, customer satisfaction has the potential to do more. Based on advantages such as good destination reputation and etiquette, customer satisfaction can create new networks between tourism organizations. However, there are. also complicated factors. Uneven match between demand and supply vis a vis tourist utility are discussed in the paper. So the question remains whether or not customer satisfaction will play the role as the tourism space in Kenya and a destination medium in the future. The research was set to understand what influence quality of services have on Customer Satisfaction on Customer Satisfaction at Kenya Wildlife with Nairobi National Park being the case of study. Literature related to Customer Satisfaction was reviewed to try and capture how others have said about the influence on quality of services. The objective of the study were to establish the influence of level of service delivery on customer satisfaction, the influence of tour guiding and discounting on customer satisfaction and to fmd out the impact of infrastructure and security on customer satisfaction. The study combined both qualitative and quantitative paradigms. Questionnaires and interviews were used in data collection. The population consisted of staff at the Nairobi National Park and visitors from which a sample of 36 respondents was studied. Chapter four dealt with analysis, presentation and interpretation of data obtained in the study. The analysis was based on the variables of the study which included Service Delivery, Tour guiding and discounting and Infrastructure and security. Chapter five presented a summary of the major findings, discussions, conclusions and recommendations for possible action. It has been shown that the three variables influence on customer satisfaction and should be well observed to ensure maximum customer satisfaction.