Influence of Customer Cultural Orientation on Service Quality Expectations among 3-5 Star Hotels in Nairobi County, Kenya
Kiunga, Joyce Njeri
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In today's globalized world, social and cultural diversity is a difficult problem faced by people and businesses. As an impact of globalization, the reduction of global cultural borders requires that international managers have the appropriate capacities that allow them to operate correctly in different inter-social environments. This is significant for hotels to comprehend that the cultural orientation of consumers around the world is not exactly the same, so understanding the cultural orientation of guests is very important to improve service quality. This study evaluated how clients' cultural preferences affect service quality expectations of 3-5 star hotels in Nairobi, Kenya. This study adopts a cross-sectional survey research design. The targeted population was 12 hotel managers, 72 departmental supervisors and 1220 customers. Stratified random sampling approach was thus utilized to select 60 supervisors and 301 customers. Twelve hotel managers were selected through purposive sampling. Before starting the actual data collection, the questionnaire was pre-tested to determine the reliability of the tool. Data analysis includes descriptive analysis and inferential analysis. Descriptive analysis includes percentage, frequency, mean, and standard deviation, while inferential analysis includes correlation and regression analysis. The study registered overall participation rate of 78.0% deemed satisfactory for this research. The findings of the research may be of significant importance to the 3-5 star hotels. The results also forms basis for future research references. Pearson correlation coefficients revealed that customer cultural orientation and service quality have a positive and statistically significant association (r=.574, p = .000). It was further revealed that management role and service quality in the 3-5 star hotels are positively and significantly associated (r = .600, p = .000). Lastly, research found out that communication strategies is positively and significantly associated with service quality (r = .598, p = .000). The model summary established the client's cultural orientation, management roles and communication strategies and explained 53.9% of the changes in the quality of service of 35 star hotels. Regression coefficient outcome also revealed that customer cultural orientation is positively and significantly related to service quality of three to five star hotels (β=.316, p = .000). It was also established that management role (β =.291, p = .001), communication strategies (β = .287, p = .001) are positively and significantly related to service quality in the 3-5 star hotels. The results may be significant to customers and hotel industry. The study concluded that client cultural orientation, managerial roles and communication strategies significantly affect service quality expectations of clients of 3-5 star hotels in Nairobi, Kenya. The research recommend that hotels should provide high-quality services and meet customer expectations. Employees must understand the diversity of cultural orientations of customers, spend time understanding customer preferences, help customers make decisions, and gain more information to understand diverse cultures, languages, and psychological, economic, political perceptions and backgrounds and social.