Employee Retention Management and Brand Performance in the Hotel Industry of Rwanda

Abstract

Employee retention challenges continue to grow, prompting the need to attract and retain employees, as they play a significant role in hotel brand performance. The study's purpose was to determine the relationship between employee retention management and brand performance in the hotel industry in Rwanda. The study was guided by three specific objectives including; evaluating the relationship between recruitment and brand performance, determining the relationship between training and brand performance and establishing the relationship between succession planning and brand performance in the hotel industry of Rwanda. The study was based on three theories: expectancy theory, goal-setting theory, and resource-based theory. A descriptive research design was used in the study. The study employed a mixed method of qualitative and quantitative data collection. The study's target population consisted of 980 employees. To obtain a sample size of 244 respondents, the study used simple random sampling and census techniques. Questionnaires and interview guides were used to collect primary data. The quantitative data were analyzed with SPSS, and the qualitative data were analyzed with thematic analysis. According to the study findings, p=0000.05 with a Pearson correlation coefficient of 0.844. The findings revealed that there was a moderately significant relationship between employee retention management and brand performance. According to the findings, there was a significant moderating relationship between employee retention management and brand performance in Rwanda's hotel industry. The study also concluded that effective employee retention management practices, such as recruitment, training, and succession planning, were critical for improving hotel brand performance. The study recommended that to improve their brand performance, hotels in Rwanda and similar settings should priorities effective employee retention management practices, according to the study. Keywords: Employee retention, Management, Brand performance, Hotel industry, Rwanda &nbsp