EFFECT OF CUSTOMER SERVICE PERFORMANCE ON GUEST LOYALTY: A CASE OF CASCADE HOTEL, THIKA TOWN.
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Date
2025-10
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Gretsa University
Abstract
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
Description
Research project