CHANGE MANAGEMENT STRATEGIES AND OPERATIONAL PERFORMANCE OF THE HOSPITALITY INDUSTRY IN SELECTED COASTAL COUNTIES, KENYA
CHANGE MANAGEMENT STRATEGIES AND OPERATIONAL PERFORMANCE OF THE HOSPITALITY INDUSTRY IN SELECTED COASTAL COUNTIES, KENYA
Elizabeth Ngele Mwakuduwa - Master of Business Administration (Strategic Management Option), Taita Taveta University, Kenya
Dr. Irene Njeri (PhD) - Taita Taveta University, Kenya
Mr. Thomas Makungu (PhD) - Taita Taveta University, Kenya
ABSTRACT
The study sought to find out the influence of change management strategies on operational performance of hospitality industry within the four counties in the coastal region of Kenya. This study considered four main drivers of change management, mainly organizational learning, staff involvement, resource allocation and strategic communication. Three theories guided the study; communication theory, dynamic capabilities and resource based theories. In this study, descriptive research design was employed to give context to the key variables of the study. The target population comprised of 320 hospitality institutions in the four selected counties of Coast region namely Mombasa, Kwale, Kilifi and Taita Taveta Counties, with a sample size was 175.Ultimately 153 questionnaires were returned. Primary data was collected through google form questionnaires emailed to the managers and staff of the hospitality players. Quantitative approach method was applied to analyze collected data. Ordinal logit regression was employed to test the hypothesized relationship. The logit regression model was preferred due to the ordered nature of the dependent variable and in addition the predictor variables were captured in a five likert scale. The problem was therefor to predict ordinal dependent variable in this case organizational performance given the four independent variables. Ordinal logit regression findings showed that organizational learning, staff involvement and resource allocation were consistent and significant predictors of organizational performance. The study's findings reinforce the interconnectedness of three significant factors, indicating that improvements in one area can positively influence others, leading to cumulative benefits for the industry. Based on the findings and the conclusions, the study recommends that the management of the hospitality industries should learn not to be reactive but rather proactive towards the changes faced by the organizations.
