The Effects of Business Image on Customer Retention in Hotels in Eldoret, Kenya

Abstract

The hotel industry cannot be successful without having loyal customers. Thus business image is an essential factor to help in retaining customer. The purpose of the study was: to find out roles played by employees in retaining customers, to explore the technology utilization used to retaining customer in hotels, to find out how image management enhances customer retention and to establish challenges faced by hoteliers in customer retention in hotels. The study was conducted using explanatory design. Simple random sampling and stratified random sampling were conducted. Questionnaires and interview schedules were used for data collection. Data was analyzed using descriptive statistics and SPSS software. Data was presented by using bar graphs, pie charts and in frequency tables. The findings showed that top management and staff are involved in creating a positive image, use of technology provided quality services and quality services by the personnel improved the image of the establishment.

Key words: Business image, Customer loyalty, Customer retention