Browsing by Author "CHEPCHUMBA, EDNA"

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    EFFECT OF CUSTOMER SERVICE PERFORMANCE ON GUEST LOYALTY: A CASE OF CASCADE HOTEL, THIKA TOWN.
    (Gretsa University, 2025-10) CHEPCHUMBA, EDNA
    Customer service performance is a fundamental driver of guest loyalty in the hospitality industry, influencing guest satisfaction, repeat patronage, and word-of-mouth recommendations. Using the SERVPERF model, which assesses service quality along five major dimensions—tangibles, reliability, responsiveness, assurance, and empathy—this study looks at how customer service performance affects client loyalty at the Cascade Hotel in Thika Town, Kenya. The purpose of the study was to ascertain how these aspects of service quality affect patron loyalty, as indicated by recommendations, return business, and emotional ties to the hotel. Data from 170 hotel guests was gathered using structured questionnaires as part of a quantitative study strategy. To determine the association between service quality aspects and guest loyalty, the data was examined using cross-tabulation techniques, frequency distribution, and descriptive statistics. The findings revealed that responsiveness and tangibles had the most significant influence on guest loyalty, with 76.5% of guests rating responsiveness positively and 67.7% expressing satisfaction with the hotel’s physical aspects. Additionally, it was discovered that assurance and dependability played a major role in fostering guest loyalty by guaranteeing that services were provided consistently and that employees instilled confidence in visitors. Although empathy, which entails individualized care and attention, was important, its influence was not as great as that of other factors. The study concludes that maintaining high service quality standards across all SERVPERF dimensions is essential for fostering guest loyalty. Key recommendations for Cascade Hotel’s management include enhancing physical facilities, improving service reliability, and ensuring staff responsiveness to guest needs. Additionally, investing in staff training programs to improve professionalism, customer engagement, and problem resolution is crucial. The study also suggests leveraging technology, such as digital feedback systems and personalized customer engagement strategies, to improve service delivery. For hospitality managers, this study offers insightful information that highlights the need of reliable, superior service as a tactic for retaining customers and gaining a competitive edge. Additionally, it adds to the larger body of scholarly research on customer service effectiveness and loyalty in the hospitality sector. especially in the setting of Kenya. In order to better understand visitor experiences and expectations, future study could examine comparable studies conducted in other hotels or geographical areas using qualitative approaches