Role of Customer Orientation on Customer Loyalty in the Hotel Industry in Kenya
Loading...
Date
2017
Authors
Kangu, Maureen
Wanjau, Kenneth Lawrence
Kosimbei, George
Arasa, Robert
Journal Title
Journal ISSN
Volume Title
Publisher
ijbm
Abstract
The purpose of the study was to establish the role of customer orientation on customer loyalty in the hotel industry in Kenya.
The study used the non-experimental cross-sectional survey design. A total of 147 hotels listed in the Kenya Association of
Hotel Keepers and Caterers (KAHC) guide 2014 were studied. A census sampling technique was used. The respondents
comprised of 147 customer relationship managers or equivalent. Semi structured questionnaires were used to collect
primary data. Qualitative and quantitative techniques were used to analyze the data. Qualitative and quantitative techniques
were used to analyse the data. Quantitative techniques were used to analyze the data. The study findings showed that
customer orientation has contributed to customer loyalty in the hotel industry in Kenya. The study concludes that employees
were easily accessible, empowered to take initiative and their knowledge of hotel procedures was recommendable.
Stakeholders in the hospitality industry should be aware that a loyal customer does not only engage in repeat patronage but
also provides positive word-of-mouth to other people, thereby increasing the revenue of the hotel. The implication of this,
therefore, is that a customer’s change of patronage would have an impact in the long-term revenue of the hotel. Delivering
quality service to customers is a must for success and survival in today’s competitive hospitality industry
Description
article
Keywords
Customer orientation, customer loyalty, hotel industry
Citation
Wanjau, K. L., Kosimbei, G., Arasa, R., & Kangu, M. (2017). Role of Customer Orientation on Customer Loyalty in the Hotel Industry in Kenya.