Effect of Functional Image on Customer Loyalty among Five Star Rated Hotels

Abstract

The study seeks to determine functional image and customer loyalty in selected five-star rated hotels within Nairobi City, Kenya. The study adopted an explanatory research design. Brand relationships theory was ground the study variables. The targeted population was 5605 from selected star rated hotels within Nairobi city, Kenya with a sample size of 216. Simple random sampling technique used to sample customers to be used in the study. Primary data was collected using questionnaires. Cronbach's Alpha used to determine the reliability of questionnaire. Pilot study was done to test the validity of the study in Sarova Woodlands hotel in Nakuru County. Descriptive and inferential statistics used. The functional image (β₁=0.536, p<0.05), had positive and significant effect on customer loyalty. The functional image influenced customer loyalty in hotels. Hence hotel management should ensure that they keep their promises, offer quality and reliable service. In addition, they should provide service according to the type of customers they get.