Effect of Post Purchase Evaluations on Guest Loyalty in Four and Five Star Hotels in Nairobi and Mombasa, Kenya

Abstract

Demand for quality hotel service has led to adoption of information and communication technologies. Guests' post purchase evaluation and loyalty further influence hotel performance, yet information on them is not well documented. The purpose of this study therefore was to establish the effect of post purchase evaluations on guest loyalty in 4- & 5-star hotels in Kenya. Concurrent triangulation design was employed. The population comprised of 3644 guests and 68 top managers in 4- and 5-star hotels in Nairobi and Mombasa where there ishighest concentration of the hotels as well as hotel bed space of 3644 based on the year 2015 bed occupancy rate calculated at 40% and 31% for Nairobi and Mombasa respectively. Krejcie and Morgan formula was used to determine a sample of 362 guests and top managers. This study employed multi - stage random sampling technique. Both questionnaires and interview schedules were used to collect data. Quantitative analysis revealed that post purchase evaluations had a significant effect (R2=0.256. p=0.000) with Purchase importance having significant positive influence (β1= 0.120, p<0.05 while Service performance having insignificant positive influence (β2= 0.076, p>0.05); on guest loyalty. The study concluded that Post purchase evaluations had significant effecton guest loyalty the study recommended that stakeholders in the hotel industry should invest more on guests' post purchase evaluations since it significantly affects the guest's loyalty.