CUSTOMER CARE PRACTICES INFLUENCING CUSTOMER LOYALTY IN SEVENTH-DAY ADVENTIST CHURCH’S GUEST HOUSES IN KENYA
Mogaka, Elkanah Ombiro
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Customer loyalty is viewed by this study as an ingredient that would yield repeat business in the hotel sector. This study had an assumption that the low guest count experienced by the 3 Seventh-day Adventist Guest Houses in 2017 room occupancy statistics was as a result of inadequate customer loyalty. To address this, the study sought to evaluate customer care practices in form of service quality, customer satisfaction, customer relationship management and innovation as influencers of customer loyalty. To accomplish this, the study collected opinion from 3 main Guest Houses in Kenya owned by the Seventh-day Adventist Church namely: Adventist LMS Guest House in Nairobi; Watamu Adventist Beach Resort in Kilifi and Eldoret Adventist Guest House in Uasin Gishu County. A sample size of 197 was obtained from a target population of 224 clients synonymous to weekly room occupancy. Further, data from 15 middle level management (5 from each facility) was also collected to enrich the study. The study adopted descriptive, correlation and regression as research designs to carry out the survey. The questionnaire was the primary instrument of data collection. It was clear from the findings that the extent of customer loyalty was above average in the 3 Guest Houses. The study found out that service quality was the most influential independent variable. The study concluded that there was a significant relationship between the dependent and independent variables. All the variables had a p-value of less than 0.05. Aggressive marketing, staff training, responsive management, sufficient funding to meet guests’ needs and wants were proposed as possible suggestions to boost customer loyalty prospects.
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