effect of relationship marketing practices and information communication technology on customer satisfaction among classified star hotels in nairobi-kenya

Abstract

Effective relationship marketing practices and information technology have become a potentially valuable way of enhancing customer satisfaction. However, there is limited empirical research to establish the combined effect of relationship marketing practices and information technology on customer satisfaction. The purpose of this study was to test the relationship between relationship marketing practices dimensions-commitment, communication, conflict handling and service quality, information communication technology and customer satisfaction. The study is grounded on social exchange theory and expectancy theory. Descriptive and predictive research designs guided the study. Data for the study were collected from a sample of 375 customers from classified star hotels in Nairobi and analyzed using descriptive and inferential statistics. Multiple regression and moderated multiple regression analyses were used to test the null hypotheses at 0.5 level of significance. The results indicate that commitment strategy (β 0.191 p< 0.05) and service quality (β .259 p< 0.05) were significant in affecting customer satisfaction. However, communication strategy (β 100 p> .0.05) and conflict handing (β --0.013 > 0.05) were not significant in affecting customer satisfaction. Information technology has moderating effect on the relationship between commitment (β -.224 p< 0.001) service quality (β 0.194 p< 0.000) and customer satisfaction. However, ICT does not moderate the relationship between communication (β -.037>. 709), conflict handling (β -.039 p> .357) and customer satisfaction. In conclusion the study revealed that there is significant effect on relationship marketing practices and ICT utilization on customer satistifaction among classified star hotels in Nairobi.The study recommends that classified star hotels should focus on commitment strategy dimensions of customer needs, emotoinality, personalized services and flexibility on services as a relationship marketing practice. Also hotel managers should pay attention to all service quality dimensions of assurance, reliability, responsiveness, convenience and empathy. Finally, hotel managers should also make use of ICT since it enhances the relationship between existing relationship marketing practices and customer satisfaction. This study contributes to existing literature by including information communication technology in the RMP and customer satisfaction model and recommends for further reseach on broader dimensions on study variables.