Abstract
Loyalty among customers is a major purpose for firms seeking lasting connections with their patrons. Creating and sustaining an acceptable product image with consumers is vital for sustaining a business in today’s spirited markets. The relationship between brand image and customer loyalty in hotels is blurred. Additionally, scholarly works associated with brand image and loyalty in the hotel and hospitality sector in Kenya is inadequate, hence the study gap. The study purpose sought to investigate the effects of brand image on customer loyalty in Kenyan hotels It employed an explanatory research design. From a target population of 1,191 customers, 253 formed the sample size while six marketing executives were interviewed for key information. Purposive, stratified, and systematic random sampling methods were used. Instruments for data collection included self-administered questionnaires and interview schedules. Data was reduced using factor analysis and simple regression conducted to test study hypotheses. Findings indicated that brand image (t=12.747, p<.001) considerably affected loyalty among customers. The study concludes that advancement in the brand image likely results in enhanced loyalty. The study, therefore, recommends that hospitality operations should focus on tangible dimensions of their units, promote staff-guest interactions and increase measures to enhance their corporate image to remain competitive while retaining existing customers and attracting new ones.
Highlights
Several justifications are cited for the development of branding in hotel and hospitality businesses
To evaluate the degree to which brand image is a determinant of customer loyalty, various indicators were used
In reference to the statement on feeling special when staying at the hotel, a total of 98.9% responded as strongly agree and agree on which indicated that the hotels focused on providing a pleasurable experience for their guests
Summary
Several justifications are cited for the development of branding in hotel and hospitality businesses. According to Sangster et al (2001), Brand owners is prescribed as the capability to attach premium prices beyond rival chain hotels and independent properties, attaining a favourable segment of the market against rivals and retaining customers through loyalty to brands thereby reduce marketing costs. Brand loyalty is exhibited by the emotional dedication to frequent a favoured product or service, leading to repetitive same brand purchase, despite unpredicted influences and marketing activities having the ability to cause behaviour change (Oliver, 1999). Bowen and Shoemaker (2003) researching in a luxury hotel affirmed that devoted customers claimed they purchased other hotel offerings (like laundry services and meals) more regularly at hotels where they were loyal compared to units where there was less loyalty Devoted consumers’ exhibit limited intentions for extended information search for alternative suppliers, reducing brand switching possibilities (Gounaris & Stathakopoulos, 2004). Bowen and Shoemaker (2003) researching in a luxury hotel affirmed that devoted customers claimed they purchased other hotel offerings (like laundry services and meals) more regularly at hotels where they were loyal compared to units where there was less loyalty
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