Strategic Organizational Resources and Customer Satisfaction in Selected Public Universities in Nairobi County Kenya

Abstract

Customer satisfaction is one of the most important factors responsible for the sustained growth and profitability of organizations. Consequences of enhanced customer service in service firms are increased revenue, customer retention, customer loyalty, repurchase intentions, reduced cost of acquisition of customers and lower costs of serving repeat purchase leading to greater profitability. Lack of adequate resources and failure to align the available resources can impact negatively on customer satisfaction, therefore, the availability of resources go a long way in influencing customer satisfaction. This research investigates the influence of strategic organizational resources on customer satisfaction in selected Public Universities in Kenya. Anchored on theories such as the Resource-Based View Theory, Human Capital Theory, and Customer Satisfaction Theories, the study targets a population of 125,438 university students in Nairobi County. Utilizing a descriptive research design and stratified random sampling, primary data was collected through semi-structured questionnaires, complemented by secondary data from existing literature. Statistical analyses, including descriptive and inferential statistics, were conducted using SPSS. Results indicate a strong relationship (R = .864) between organizational resources and customer satisfaction, with technological, human capital, physical, and inter-organizational collaboration resources all significantly impacting satisfaction levels (p < .001). Recommendations include continued investment in technological infrastructure, staff development programs, maintenance of physical facilities, and fostering inter-organizational partnerships. Policy implications suggest prioritizing resource allocation strategies and establishing frameworks to encourage university-industry collaborations. Further research avenues include longitudinal studies on resource allocation's effects and qualitative investigations into student perceptions, offering insights for enhancing customer satisfaction in public universities.