Effect of Customer Behavior on Organizational Performance of Lodges Within Lewa Wildlife Conservancy

Abstract

The purpose of this study was to determine the effect of customer behavior on organizational performance of lodges within Lewa Wildlife Conservancy. A descriptive survey design was employed to depict the true representation of customers' satisfaction levels and their effect on the organizational performance of lodges within the wildlife conservancy. The target population for this study comprised all the staff at the lodges (Lewa Wilderness, Lewa House, and Elewana Lewa Safari Camp) in the Conservancy. Since the size of the population (121) was small, the study conducted a census. Data was analyzed using descriptive and inferential statistics. The majority (80%) of the respondents stated that the performance of the lodges had been affected to a large extent by customer satisfaction levels, 13% to a very large extent, 4% to a moderate extent, and 3% to a little extent. This shows that customer behavior as a result of satisfaction had a great effect on the performance of the lodges. Majority of the respondents conquered that the lodges experienced very low rates of churn indicating customer satisfaction. Additionally, the respondents agreed that the lodges monitored switching behavior and prevented it by providing superior products and services and that customer defection could lead to negative word-of-mouth, thus damaging the organizations’ reputation as shown by the average scores of 4.45 and 4.38 respectively. Further, there was a positive correlation was observed between organizational performance and customer behavior, with a correlation coefficient of 0.615. Notably, the regression coefficient results revealed that for every unit increase in customer behavior, there is a corresponding increase of 0.654 in organizational performance. The study concluded that customer behavior, such as the frequency and volume of purchases, directly impacted the lodges’ revenue. The study recommends that the lodges should also tailor services and experiences to individual guests. They should gather information about guests' preferences and interests before their arrival, and use that information to personalize their stay. This can include personalized greetings, room amenities, dining options, and activities that align with guests' interests, creating a memorable and unique experience.