Aspects of Electronic Customer Relationship Management and Guest Satisfaction: A Perspective of 4-Star Hotels in Nairobi County, Kenya
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Date
2020
Authors
Siaw, Gladys Apreh
Gitau, John Kahuthu
Journal Title
Journal ISSN
Volume Title
Publisher
www.ktu.edu.gh
Abstract
Key among the aims of many service organizations are to establish and maintain stronger relationships with their
customers. In recent times, organizations building strong communication networks with their customers by means of
new electronic technologies to facilitate this process. The ultimate aim is to develop customer satisfaction, loyalty, and
retention. However, customer satisfaction and loyalty have been an issue for many hotels in the hospitality industry.
Therefore, the purpose of this study is to establish the effect of aspects of e-CRM such as trust, convenience and
security on customer satisfaction among classified hotels in Nairobi City County, Kenya. A descriptive cross-sectional
study of 384 customers through self-administered questionnaires was conducted. All variables were measured using
constructs developed from the literature. Cronbach's Alpha was used to assess the reliability of the constructs. Pearson
correlation technique was used to establish interrelationships between the study variables. The findings of the study
revealed significant direct relationships between trust, convenience, and security of online transactions and customer
satisfaction. The study recommends to the management of classified 4-star hotels to ensure that their online platforms
have major tools such as regular review of websites and customers’ privacy that would ensure that services and
transactions are believable and trusted.
Description
Article
Keywords
electronic customer relationship management, convenience, security, trust
Citation
Siaw, G. A., & Gitau, J. K. (2020). Aspects of Electronic Customer Relationship Management and Guest Satisfaction: A Perspective of 4-Star Hotels in Nairobi County, Kenya. International Journal of Technology and Management Research, 5(1), 55-71.