INFLUENCE OF TOUR GUIDE SERVICE QUALITY ON CUSTOMER SATISFACTION IN NAROK COUNTY, KENYA
Abstract
Purpose of the study: The study explored the influence of tour guiding service quality on customer satisfaction in Narok County, Kenya. The study variables were; Tour guiding competencies, core service delivery aspects, tour guide’s orientation and status of sightseeing vehicle.
Statement of the problem: The Kenyan government has been developing policies and regulations geared towards improving the service quality of the tour guiding experience. However, these policies are largely based on the views of the policy makers. The views of the tourist, the consumer of the tour guiding services are largely missing. There is limited research on tour guiding service quality and customer satisfaction in Kenya especially from the customer’s point of view.
Research methodology: The study used a cross-sectional research design and SERQUAL to evaluate the influence of tour guiding services on customer satisfaction. Primary data was collected from 311 tourists staying in camps and lodges around the Masai Mara National Reserve (MMNR). Descriptive statistics and regression analysis was used to analyse the data.
Results of the study: Results indicate that tour guiding competencies significantly and positively influence customer satisfaction(R=0.805); punctuality, keen sense of direction and enthusiasm being the most satisfying elements. Core service delivery aspects significantly and positively influence customer satisfaction(R=0.696); delivery of the promised service and knowledge of the destination being the most satisfying elements. Tour guide's orientation significantly and negatively influence customer satisfaction(R=0.616); pressure to buy extra excursions and soliciting for tips being the most unsatisfying elements. The status of sightseeing vehicle had a significant moderating influence on the relationship between service quality and customer satisfaction (R=0.644).
Conclusion: The study concluded that tourists’ satisfaction with tour guiding services is enhanced by the ability of the tour guide to; demonstrate relevant competencies, deliver the promised service and have adequate knowledge of the destination. Well maintained sightseeing vehicles also lead to customer satisfaction. Soliciting for tips and pressure to buy extra excursions by the tour guides leads to customer dissatisfaction.
Recommendation: The tour operators should develop a standard operating procedure for the tour guides for uniformity of service quality regardless of the individual. Tour guides should always be issued with a copy of the itinerary sold to the guests so as to deliver the promise in the itinerary. Tour companies need a clear written policy on tipping and the sale of extra excursions to minimize conflict between tour guides and tourists. The employment contracts for tour guides should be addressed by government together with tour operators and tour guide associations. Tourist transport vehicles should also be well maintained
Keywords: Tour guide, satisfaction, service, quality, tourist.
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