- Dr. Michael Steven Juma, DBA4, MBA1, MSc in Dev5, Pauline Awino Owino, MSc. Procurement2, Parkin Hiley Juma, MBA3 & Johnson Olatunde Olaniyan Ph.D4
- DOI: 10.5281/zenodo.17263610
- GAS Journal of Economics and Business Management (GASJEBM)
This study pursues a
twofold objective: (1) to investigate the impact of integrated value chain
systems on competition in the tourism industry, and (2) to examine the role of
customer satisfaction, loyalty, and retention in promoting the growth of
Kenya’s tourism sector.
Global competition has
stimulated technological innovation, product differentiation, and greater
reliance on value chain systems to improve efficiency and effectiveness
(Porter, 2008). Within this context, customer satisfaction, loyalty, and
retention remain central to achieving competitive advantage, strategic positioning,
and long-term profitability. For developing economies such as Kenya,
strengthening tourism competitiveness requires effective policy frameworks,
technology transfer, customer care services, integrated value chain systems,
professional development, intensive marketing, and product differentiation
(Christine & Crompton, 2001).
Accordingly, this
research analyzes the role of integrated value chain systems in the tourism
industry and evaluates how sustainable customer care services foster growth, competitiveness,
and spur economic development in Kenya. A mixed-methods approach was adopted,
triangulating qualitative and quantitative data to ensure elevated levels of
validity, reliability, and legitimacy. Findings confirm that the tourism
industry has consistently contributed to Kenya’s economic growth. Specifically,
the adoption of integrated value chain systems and enhanced customer care
services has significantly increased competition, improved service quality,
enhanced reliability, and delivered greater value for money, thereby fostering
growth and profitability in the tourism sector.
The study contributes academically by extending knowledge on value chain dynamics and customer relationship management in tourism, and practically by offering insights for policymakers, industry stakeholders, and practitioners seeking to strengthen Kenya’s position in the global tourism market.