The Effect of Relationship Marketing Strategies on Performance in The Hotel Industry in Kenya: A Case of Five Star Hotels in Nairobi
Masters of Business Administration in Marketing
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| Format: | Thesis |
| Language: | English |
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Daystar University, School of Business and Economics
2021
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| Online Access: | https://repository.daystar.ac.ke/handle/123456789/3519 |
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| _version_ | 1809369209174491136 |
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| author | Ng’ang’a, Sylvia Mukenyi |
| author_facet | Ng’ang’a, Sylvia Mukenyi |
| author_sort | Ng’ang’a, Sylvia Mukenyi |
| collection | DSpace |
| description | Masters of Business Administration
in Marketing |
| format | Thesis |
| id | ir-123456789-3519 |
| institution | Daystar University |
| language | English |
| publishDate | 2021 |
| publisher | Daystar University, School of Business and Economics |
| record_format | dspace |
| spelling | ir-123456789-35192024-02-21T16:25:09Z The Effect of Relationship Marketing Strategies on Performance in The Hotel Industry in Kenya: A Case of Five Star Hotels in Nairobi Ng’ang’a, Sylvia Mukenyi Effect of Relationship Marketing Strategies on Performance The Hotel Industry in Kenya Five Star Hotels in Nairobi Masters of Business Administration in Marketing This 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 strategies Daystar University, School of Business and Economics, Nairobi 2021-04-06T15:09:11Z 2021-04-06T15:09:11Z 2013-06 Thesis Ng’ang’a, S. M, (2013), The Effect of Relationship Marketing Strategies on Performance in The Hotel Industry in Kenya: A Case of Five Star Hotels in Nairobi: Daystar University, School of Business and Economics, Nairobi https://repository.daystar.ac.ke/handle/123456789/3519 en application/pdf Daystar University, School of Business and Economics |
| spellingShingle | Effect of Relationship Marketing Strategies on Performance The Hotel Industry in Kenya Five Star Hotels in Nairobi Ng’ang’a, Sylvia Mukenyi The Effect of Relationship Marketing Strategies on Performance in The Hotel Industry in Kenya: A Case of Five Star Hotels in Nairobi |
| title | The Effect of Relationship Marketing Strategies on Performance in The Hotel Industry in Kenya: A Case of Five Star Hotels in Nairobi |
| title_full | The Effect of Relationship Marketing Strategies on Performance in The Hotel Industry in Kenya: A Case of Five Star Hotels in Nairobi |
| title_fullStr | The Effect of Relationship Marketing Strategies on Performance in The Hotel Industry in Kenya: A Case of Five Star Hotels in Nairobi |
| title_full_unstemmed | The Effect of Relationship Marketing Strategies on Performance in The Hotel Industry in Kenya: A Case of Five Star Hotels in Nairobi |
| title_short | The Effect of Relationship Marketing Strategies on Performance in The Hotel Industry in Kenya: A Case of Five Star Hotels in Nairobi |
| title_sort | effect of relationship marketing strategies on performance in the hotel industry in kenya: a case of five star hotels in nairobi |
| topic | Effect of Relationship Marketing Strategies on Performance The Hotel Industry in Kenya Five Star Hotels in Nairobi |
| url | https://repository.daystar.ac.ke/handle/123456789/3519 |
| work_keys_str_mv | AT ngangasylviamukenyi theeffectofrelationshipmarketingstrategiesonperformanceinthehotelindustryinkenyaacaseoffivestarhotelsinnairobi AT ngangasylviamukenyi effectofrelationshipmarketingstrategiesonperformanceinthehotelindustryinkenyaacaseoffivestarhotelsinnairobi |