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

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