• Login
    View Item 
    •   KeMU Digital Repository Home
    • Journal Articles
    • School of Business and Economics
    • View Item
    •   KeMU Digital Repository Home
    • Journal Articles
    • School of Business and Economics
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    The Nexus between Customer Relationship Management Strategy and Customer Loyalty in The Star Rated Hotels in Kenya

    Thumbnail
    View/Open
    Full text (371.0Kb)
    Date
    2021-09
    Author
    Ndunda, Ann Muthoni
    Moguche, Abel Matara
    Rintari, Nancy Gacheri
    Type
    Article
    Language
    en
    Metadata
    Show full item record

    Abstract
    The aim of the study was to determine the nexus between customer relationship management strategy and customer loyalty of star rated hotels in Kenya. Precisely, the study assessed the influence of customer orientation strategy and service quality management strategy on customer loyalty. Resource based view theory anchored the research. The cross-sectional descriptive research design was adopted where a sample size of 140 respondents out of which 91.4 percent responded. Self-administered questionnaires were used in data collection. Descriptive statistics and binary Logistic Regression were used to analyze data and make conclusion. The P value for all the independent variable was less than 5 percent, thus, it was concluded that customer orientation strategy and service quality management strategy are statistically significant in prediction of customer loyalty in star rated hotels in Kenya. it was further recommended that; the top-level management need to promote a culture that is customer centered where their staff have more energy directed towards fulfilling the client needs. The star rated hotel customer service department need to conduct regular follow ups on the offered services. The star rated hotels should offer a clean and organized platform so as to improve customer loyalty
    URI
    http://repository.kemu.ac.ke/handle/123456789/1230
    Publisher
    International Journal of Economics, Commerce and Management
    Subject
    Customer loyalty
    Star rated hotels
    Customer orientation strategy
    Service quality management strategy
    Collections
    • School of Business and Economics [233]

    Copyright © 2019  | Kenya Methodist University (KeMU) Library
    Deposit Agreement Form
    | Privacy and Cookies | Send Feedback
     

    Browse

    All of KeMU Digital RepositoryCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsThis CollectionBy Issue DateAuthorsTitlesSubjects

    My Account

    LoginRegister

    Copyright © 2019  | Kenya Methodist University (KeMU) Library
    Deposit Agreement Form
    | Privacy and Cookies | Send Feedback