Role of Customer Orientation on Customer Loyalty in the Hotel Industry in Kenya

Abstract

The purpose of the study was to establish the role of customer orientation on customer loyalty in the hotel industry in Kenya. The study used the non-experimental cross-sectional survey design. A total of 147 hotels listed in the Kenya Association of Hotel Keepers and Caterers (KAHC) guide 2014 were studied. A census sampling technique was used. The respondents comprised of 147 customer relationship managers or equivalent. Semi structured questionnaires were used to collect primary data. Qualitative and quantitative techniques were used to analyze the data. Qualitative and quantitative techniques were used to analyse the data. Quantitative techniques were used to analyze the data. The study findings showed that customer orientation has contributed to customer loyalty in the hotel industry in Kenya. The study concludes that employees were easily accessible, empowered to take initiative and their knowledge of hotel procedures was recommendable. Stakeholders in the hospitality industry should be aware that a loyal customer does not only engage in repeat patronage but also provides positive word-of-mouth to other people, thereby increasing the revenue of the hotel. The implication of this, therefore, is that a customer’s change of patronage would have an impact in the long-term revenue of the hotel. Delivering quality service to customers is a must for success and survival in today’s competitive hospitality industry.