Christian Affiliated Guesthouse Attributes and Customer’s Choice Behaviour in Nairobi County, Kenya

Abstract

Christian-affiliated guesthouses in Nairobi County face declining occupancy despite their role in expanding lodging options. Few studies have examined how faith-based affiliation impacts guest house choice in Nairobi. This study examined how price tariffs, service quality, institutional environment, and safety influence customer choice, guided by Consumer Behavior Theory, Theory of Planned Behavior, and Environmental Responsible Behavior Theory. Using a sequential explanatory design (mixed method), data were collected from 291 respondents (managers, supervisors, and guests) across 13 guesthouses. Quantitative analysis revealed service quality (r=0.885) and safety (r=0.790) had the strongest influence, while price tariffs (r=0.285) were least impactful. Qualitative findings highlighted guests’ prioritization of staff responsiveness and environmental policies. Recommendations include adopting flexible payment systems and enhancing security measures. The study’s focus on Nairobi limits generalizability; future research should explore other regions and stakeholder perspectives.