Strategic response and performance of Sarova hotels in Nairobi and Mombasa counties, Kenya
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Date
2017
Authors
Sangale, Osweto Lawrence
Journal Title
Journal ISSN
Volume Title
Publisher
Kenyatta University
Abstract
Organization performance has become a great concern for managers in this competitive
environment with most organizations recording a decrease in their performance, as most
of the managers are now focusing on the end result i.e. long term performance. However
the greatest challenge in high organization performance is the unpredictability of the ever
changing working environment forcing organization to change their strategies. The extent
to which strategic response affect the organization performance is still questionable. A
firm’s superior performance is as a result of its strategic choices that provide the
organization a better strategic position in the industry. The general purpose of this
research was to establish the effects of strategic responses on performance of Sarova
hotels in Nairobi and Mombasa counties, focusing on staff induction, management
contracting, customer relations and technology innovation. Descriptive survey design was
adopted for this research, taking the top management, middle management and
supervisory employees of Sarova group of hotel in three of their city units as the
population. Data was collected using questionnaires consisting both opened and closed
ended questions. Data was analyzed by use of descriptive and inferential statistical
techniques like correlation and regression coefficients to draw a causal relationship
between the various strategic responses and performance. Data was presented using
graphs and tables. The finding showed that there is a statistical significance relationship
among staff induction, management contracting, technology innovation and practice and
customer relation management system on the hotel performance. According to the
Pearson’s correlation on staff induction, management contracting, technology innovation
and practice and customer relation management system indicated a true relationship to
the hotel performance in Sarova hotels positively and were statistically significance. The
research recommends that Sarova hotels should embrace staff induction, management
contracting, technology innovation and practice and customer relation management
system. Further studies are required to be carried out to establish other variables affecting
hotel performance and use different hotels and organizations to compare study findings
and other findings of effects of strategic responses amongst other organizations in Kenya.
Description
A research project submitted to the school of business in partial fulfillment of the requirements for the award of the master of business administration degree (strategic management), Kenyatta University November, 2017.