The Effect of Relationship Marketing Strategies on Performance in the Hotel Industry in Kenya: A Case of Five Star Hotels in Nairobi

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dc.contributor.authorNg’ang’a, Sylvia Mukenyi
dc.date.accessioned2019-09-27T07:59:48Z
dc.date.available2019-09-27T07:59:48Z
dc.date.issued2013-06
dc.description.abstractThis paper examined relationship marketing strategies and performance in the five star hotels. The objectives of the study were; to determine the relationship marketing strategies used by five star hotels located within Nairobi, to evaluate the effectiveness of the relationship marketing strategies on the performance of five star hotels located within Nairobi, and finally to identify effective relationship marketing strategies that would result in the enhanced performance of five star hotels located within Nairobi. The purpose of the study was to assess the current relationship marketing strategies being practiced in the five star hotels. And find out their effect on performance in the five star hotels that are located within Nairobi. The study used descriptive research design and was carried out in Nairobi and it targeted a population of 12 five star hotels in Kenya. A sample size comprising 60 employees were selected using expert sampling techniques. The results indicated that the hotels had knowledge on relationship marketing and the relationship marketing strategies. The findings also showed that the five star hotels indeed practice relationship marketing strategies and this translated to an improved performance in the hotels. Recommendations from the study were: relationship marketing strategies should be employed in the Kenyan hospitality industry, because of the positive relationship between the practice of relationship marketing strategies and hotel performance. The study also recommends that other companies and organizations should use the relationship marketing strategiesen_US
dc.description.sponsorshipDaystar Universityen_US
dc.identifier.citationThe Effect of Relationship Marketing Strategies on Performance in the Hotel Industry in Kenya: A Case of Five Star Hotels in Nairobi: By Sylvia Mukenyi Ng’ang’a, Daystar University, 2013.en_US
dc.identifier.urihttps://repository.daystar.ac.ke/handle/123456789/3001
dc.language.isoenen_US
dc.publisherDaystar Universityen_US
dc.subjectRelationship marketingen_US
dc.subjectPerformanceen_US
dc.subjectFive star hotelsen_US
dc.subjectHotel Industryen_US
dc.titleThe Effect of Relationship Marketing Strategies on Performance in the Hotel Industry in Kenya: A Case of Five Star Hotels in Nairobien_US
dc.typeThesisen_US

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