Aspects of Electronic Customer Relationship Management and Guest Satisfaction: A Perspective of 4-Star Hotels in Nairobi County, Kenya

Abstract

Key among the aims of many service organizations are to establish and maintain stronger relationships with their customers. In recent times, organizations building strong communication networks with their customers by means of new electronic technologies to facilitate this process. The ultimate aim is to develop customer satisfaction, loyalty, and retention. However, customer satisfaction and loyalty have been an issue for many hotels in the hospitality industry. Therefore, the purpose of this study is to establish the effect of aspects of e-CRM such as trust, convenience and security on customer satisfaction among classified hotels in Nairobi City County, Kenya. A descriptive cross-sectional study of 384 customers through self-administered questionnaires was conducted. All variables were measured using constructs developed from the literature. Cronbach's Alpha was used to assess the reliability of the constructs. Pearson correlation technique was used to establish interrelationships between the study variables. The findings of the study revealed significant direct relationships between trust, convenience, and security of online transactions and customer satisfaction. The study recommends to the management of classified 4-star hotels to ensure that their online platforms have major tools such as regular review of websites and customers’ privacy that would ensure that services and transactions are believable and trusted.

Citation: Gladys Apreh Siaw1 and John Kahuthu Gitau2. Aspects of Electronic Customer Relationship Management and Guest Satisfaction: A Perspective of 4-Star Hotels in Nairobi County, Kenya, 2020; 5(1): 1－17.

Received: (February 13, 2020)
Accepted: (March 31, 2020)