Effect of External Hotel Design Features on Customer Attraction and Retention
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Date
2017
Authors
Kirima, Rachel Kirito
Makopondo, Richard
Mutungi, Mary
Journal Title
Journal ISSN
Volume Title
Publisher
International Academic Journals
Abstract
Hotel design brings competitiveness,
reviewing literature according to objectives
focus on factors as well as processes through
which design influence customer taste and
choice of a hotel. The focus is on design
features from a diverse category of hotels in
the world, mainly the town hotel designs.
This diversity assisted in defining the role
the hotel design plays in customer attraction
and retention. The purpose of this study is to
explore how hotel design features may
influence customer attraction and retention.
A cross- sectional, descriptive survey
design, utilizing both quantitative and
qualitative research method was chosen.
Stratified sample procedure was used for
preliminary sampling of hotels in 3-5 star
rating. Purposive sampling was used for the
hotel managers and marketing managers and
convenience sampling for the guests. This
study was confined to hotels located within
Nairobi County. The main instruments that
were used in the collection of data for the
study were questionnaires and interview
guides. Data analysis involved the use of
Statistical Package for Social Sciences
(SPSS) in the analysis of quantitative data.
Analysis of Variance (ANOVA) which
generated results of correlation and the
magnitude of each individual independent
variable and determines if one variance was
larger than the other. Multiple regressions
were conducted both for individual
independent variables versus dependent
variables and an overall involvement of all
the independent variables versus the
dependent variables. The three independent
variables that were studied explain 74.2% of
the factors affecting customer attraction and
retention as represented by R Squared
(Coefficient of determinant). This therefore
means that other factors not studied in this
research contribute 25.8% of the factors
affecting facility competitiveness. It is
recommended that the hotel operators
should have a say in the development of
their property designs, to date, contemporary
research has dealt very little with the design
dimension and its importance among smallsize hospitality and tourism operations,
including knowledge.
Description
A research article pulished in International Academic Journal of Human Resource and Business Administration
Keywords
Hotel design, Customer attraction, Customer retention, Nairobi County
Citation
Kirima, R. K., Makopondo, R. & Mutungi, M. (2017). Effect of external hotel design features on customer attraction and retention. International Academic Journal of Human Resource and Business Administration, 2(3), 282-289