Moderating Role of Organizational Size on the Influence of Customer Orientation on Performance of Classified Accommodation Facilities in the Coast Region of Kenya.

Abstract

The main motivation of this study was the limited research studies on the relationship between CRM dimensions and accommodation facilities performance and the need to establish how the classified accommodation facilities in Coast region of Kenya have implemented CRM and how different dimensions predict their performance. In addition, the study aims at establishing whether the factors within the organization have a moderating role in the relationship between CRM dimensions and the performance.The study had two specific objectives. One was to investigate the influence of Customer Oriented(CO) on the performance of classified accommodation facilities in Coast region of Kenya and two, to establish whether the organizational size has a moderating role in the relationship between CO and the performance of classified accommodation facilities in Coast region of Kenya. The study was anchored on Resourced Based View.This study employed a descriptive research design and quantitative analysis approach.The target population of the study comprised of 36 while the sample size was 33 classified accommodation facilities. The study used a questionnaire to collect primary data. Descriptive and inferential statistics were used.On the first objective, the results (r=.547, p<.001; β1=0.72, p<.001) indicated that customer Orientation has a positive and statistically significant relationship with performance of classified accommodation facilities in the Coast region of Kenya. On the second objective, the results revealed that organizational factors, the size of a firm, does not have a moderating influence on the customer orientation and performance of classified accommodation facilities.