Risk Exposure and Management Strategies as Determinants of Customers’ Satisfaction in Selected Golf Clubs within Nairobi City and Kiambu Counties, Kenya.
Mwangi, Paul Nderitu
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Risks have been reported to hamper operation and customer satisfaction in various service-based organizations. In golf clubs, the main objectives are to enhance quality and safe services and facilities, which in turn satisfy and attract customers (golfers). For a golf clubs management to achieve customer satisfaction, they must examine operational risks and make decisions to counter their effects. Today golf clubs are experiencing poor management practices, weak governance, and difficulties related to membership growth. This study investigated risk exposure and management strategies as determinants of the customer satisfaction in selected golf clubs within golf clubs in Nairobi City and Kiambu Counties, Kenya. This study had five specific objectives as follow; to evaluate the influence of risk exposure on customer satisfaction, to examine the relationship between the management strategies and customers satisfaction, to establish the relationship between corporate governance and customers satisfaction, to establish the relationship between environmental conservation strategies and customer satisfaction and, to investigate the moderating effects of demographic factors on the relationship between risk exposure and management strategies and customer satisfaction. The cross-sectional descriptive survey was adopted where questionnaires, interviews, observation checklists and secondary sources provided the data. The study population was 31,159 individuals comprising of clubs’ captains, golf managers, professional trainers, customers, and caddies where a sample of 799 respondents was drawn. The qualitative data was ordered, coded, then, summarized into themes while descriptive and inferential analyses were conducted on the quantitative data. Descriptive analysis was conducted on demographic data. Regressions analyses were employed to determine the relationships existing between variables. In addition, multiple regression analyses were applied to establish the impact of the predictors on the study’s dependent variable. Regression analysis assisted in determining relationships between the four predictors and customers’ satisfaction. The findings indicated significant influences of risk exposure to customer satisfaction with p=0.017<0.05. It was also established that risk management strategies and customer satisfaction had a statistically significant relationship with p=0.008<0.05. Further analysis established significant relationships between corporate governance and customer satisfaction with a p=0.045<0.05. Environmental conservation strategies and customer satisfaction had a statistically significant relationship established by p=0.003<0.05. Additionally, the findings established that golf industry context indicators and customers had no statistically significant relationship with a p=0.866>0.05. Based on the analysis, the R-value was established as 0.829 denoting a high correlation between the predictors and dependent variable. A resulting R2 (Square) value obtained was 0.687, indicating that risk exposure and management strategies explained 68.7% of Customer Satisfaction. The ANOVA results showed the f-statistics = 11.715 and p=0.000<0.05 denoting that the model of regression obtained was significant statistically. Multiple regressions established that all the β-values (beta) were positive indicating positive and significant relationship existed between the study variables. This study recommended that the golf clubs’ management formulate and implement effective risk management policies for ultimate customers (golfers) satisfaction. The study further recommended that good corporate governance; effective risk management and conservation strategies ought to be implemented as part of customers’ satisfaction goal within the golf clubs.