The efficacy of customer relationship on guest loyalty in tourist accommodation facilities in Masai Mara national reserve, Narok County, Kenya
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Date
2016-08
Authors
Mugito, Rosemary
Journal Title
Journal ISSN
Volume Title
Publisher
Kenyatta University
Abstract
Kenya’s hospitality sector operates in a very competitive environment leading to
business instability. Thus there was need to assess whether customer relationship
initiative would be a means of influencing loyalty in accommodation facilities in
Masai Mara National Reserve (MMNR) as an issue of concern in research, policy
and practice. In particular, the study sought to establish the trust level of guests on
tourist accommodation facilities in MMNR, examine the intensity of commitment
from the guests on tourist accommodation facilities, assess the level of
communication in tourist accommodation facilities, evaluate guest’s satisfaction of
tourist accommodation facilities, and examine the level of complaint handling. The
study was carried out by use of cross-sectional descriptive survey research design.
Accommodation facilities with over 20 rooms were considered as sampling units.
Guests of lodges and tented camps formed the target population for this study. A
total of 384 questionnaires were sent out to 32 accommodation facilities, 321
questionnaires were returned and filled successfully. Pre-testing of the research
instruments was carried out in Fig-Tree Camp that was not included in the study
sample. Cronbach’s coefficient Alpha was used to assess the reliability of the
research instruments and alphas greater than 0.6 were considered adequate.
Descriptive statistics was employed to summarize the demographic profile of
respondents and analyze quantitative data in line with the research objectives.
Structural Equation Modeling was used to reduce large numbers of measured
variables of the selected five CR construct and reduced them to a smaller
manageable CR constructs. Logistic regression analysis was used to test the
hypothesis. Hierarchical regression was used to test moderation effects of age, other
factors, income and gender. Findings of the five objectives were positive and
significant (trust, commitment, communication, satisfaction and complaint handling)
predict guest loyalty at 95% confidence level. In addition, commitment predicted
guest loyalty highest. It was concluded that CR is very critical in predicting guest
loyalty and thus the managers and the stakeholders in the hospitality sector need to
establish and maintain it to increase guest loyalty which in turn will enhance
business stability in this competitive era.
Description
Thesis submitted in partial fulfillment of the requirements for the award of the degree of Master of Science in hospitality management in the school of hospitality and tourism of Kenyatta University. August 2016