Njuguna, Reuben2026-02-092026-02-092025-11https://ir-library.ku.ac.ke/handle/123456789/32321A Research Project Submitted to the School of Business, Economics, and Tourism in Partial Fulfillment of the Requirement for the Award of Degree of Masters of Business Administration (Marketing) Kenyatta University, November 2025. Supervisor 1. Reuben NjugunaIn the contemporary hospitality sector service quality and customer satisfaction have emerged as pivotal elements in achieving and maintaining competitive advantage. This heightened emphasis stems from the increasingly saturated and dynamic market in which hotels operate. Customer satisfaction is not merely a desirable outcome but a strategic imperative, as contented guests are more likely to become repeat customers, which in turn contributes to sustained financial performance and brand loyalty. As such, hotel management at all levels is compelled to prioritize the delivery of exceptional guest experiences as a means of enhancing both reputation and profitability. This study was designed to explore the relationship between service quality and customer satisfaction within the hotel sector in Nairobi County, Kenya. Specifically, the research sought to assess how various dimensions of service quality namely tangibility, reliability, and responsiveness influence customer satisfaction among hotel guests. The study further sought to provide a holistic understanding of how the overall perception of service quality affects guest contentment from the perspective of hospitality establishments. The target population was 26 classified hotels situated within Nairobi County. A descriptive case study research design was deemed appropriate. This approach enabled the researcher to carry out a comprehensive and contextual analysis of customer experiences in these specific hotel settings. The scope of the research encompassed guests staying at hotels of varying star ratings, providing a broad and inclusive representation of the hospitality landscape in the county. According to official data published in the Kenya Gazette on June 13, 2022, Nairobi County is home to 26 registered hotels, categorized by their quality ratings as follows: seven five-star hotels, nine three-star hotels, five two-star hotels, and five one-star hotels. Collectively, these establishments offer a total bed capacity of approximately 6,200. With an average occupancy rate of 55%, it was estimated that about 3,450 guests are accommodated on any given night. A pilot test evaluated question validity and data reliability. To obtain a representative sample of the guest population, the study employed a stratified random sampling technique. This method allowed for the equitable selection of participants across all hotel categories. Ultimately, a sample size of 358 respondents was drawn from the estimated population of 3,450 hotel guests. This sample was considered statistically adequate for conducting the analysis and achieving the study’s objectives. Data collection was facilitated through the use of a structured questionnaire, which served as the primary instrument for gathering quantitative data from the selected participants. The questionnaire was designed to capture key information relevant to the various service quality dimensions and the corresponding levels of customer satisfaction. Upon collection, the data were subjected to descriptive statistical analysis, which involved calculating frequencies, means, and standard deviations to summarize the participants' responses. These findings were presented visually through tables, charts, and graphs to enhance clarity and interpretability. Furthermore, inferential statistical methods were employed to explore the relationships between variables. Pearson Product-Moment Correlation analysis was used to determine the strength and direction of associations between the independent variables (service quality dimensions) and the dependent variable (customer satisfaction). Additionally, multiple regression analysis was conducted to examine the combined and individual effects of the service quality components on overall guest satisfaction. This analytical approach provided a robust framework for understanding the influence of service quality on customer satisfaction within Nairobi’s hotel industry.enArticle