Influence of Service Convenience on Guest Loyalty among Hotels in Murang’a County, Kenya

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dc.contributor.advisorVincent Marangaen_US
dc.contributor.advisorMoses Mirichoen_US
dc.contributor.authorNgatia, Jennifer Muringo
dc.date.accessioned2023-09-08T11:57:10Z
dc.date.available2023-09-08T11:57:10Z
dc.date.issued2023
dc.descriptionA Thesis Submitted in Partial Fulfilment of the Requirements for the Award of a Master of Science Degree in Hospitality and Tourism Management in the School of Business, Economics, and Tourism of Kenyatta University, April 2023.en_US
dc.description.abstractEstablishments providing services to clients operate in a business atmosphere characterized by rivalry for the existing and potential market share. To survive and grow in such an environment, service organizations must provide products and services that meet current market demands and favourites, ensuring guest satisfaction and creating long-lasting relationships. However, service organizations such as hotels find keeping guests as their customers challenging. Guests are prone to switch from one hotel to another which is costly. As a result, this research aimed to investigate how service convenience influences guest loyalty focusing on hotels in Murang’a County. In addition, this study sought to establish whether guest satisfaction has a mediation effect on the association between service convenience and guest loyalty for hotels in Murang’a County. The study targeted hotels in Murang’a County. Using a descriptive cross-sectional survey design, data were collected from guests dining in the hotels through self-reported questionnaires. In contrast, interview schedules were utilized to gather data from service workers. Moreover, 384 respondents were conveniently selected. Interview participants were purposefully selected. This study used adapted scales to measure the variables. Pre-testing of the questionnaires was performed in hotels in Murang’a County that were excluded from the actual data collection exercise. Content validity and internal consistency procedures were used to determine the questionnaires’ reliability and validity. This study conducted quantitative and qualitative data analysis per the study objectives. The results of this study revealed that the influence of decision convenience (β = 0.136, t = 2.84, p = .005), access convenience (β = 0.302, t = 5.49, p = .000), benefit convenience (β = 0.403, t = 7.70, p = .000), and post-benefit convenience (β = 0.321, t = 8.41, p = .000) on guest loyalty were statistically significant (p < .05). Also, the results of this study found a significant mediation effect on guest satisfaction. The service convenience effect on guest loyalty (0.1917) decreased to 0.0777 but was still significant. As a result, guest satisfaction serves as a partial mediator between service convenience and guest loyalty. Based on the findings of this study, there is a need to ensure that information regarding the hotel is accessible via different platforms to ease guests’ decision-making. This can be done by investing in available social media platforms and hiring sales representatives to keep the platforms active and up to date. Secondly, managers of hotels in Murang’a County must ensure that it is easy to locate and access the hotels. To this end, there is a need to use crystal clear signboards and lobby Murang’a County to ensure that access roads are updated to tarmac standards and maintained.en_US
dc.description.sponsorshipKenyatta Universityen_US
dc.identifier.urihttp://ir-library.ku.ac.ke/handle/123456789/26930
dc.language.isoenen_US
dc.publisherKenyatta Universityen_US
dc.subjectService Convenienceen_US
dc.subjectGuest Loyaltyen_US
dc.subjectHotelsen_US
dc.subjectMurang’a Countyen_US
dc.subjectKenyaen_US
dc.titleInfluence of Service Convenience on Guest Loyalty among Hotels in Murang’a County, Kenyaen_US
dc.typeThesisen_US
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