Brand Image as a Determinant of Customer Loyalty in Selected Nairobi Hotels

Abstract

Loyalty among customers is a major purpose for firms seeking lasting connections with their patrons.  Creating and sustaining an acceptable product image with consumers is vital for sustaining a business in today’s spirited markets. The relationship between brand image and customer loyalty in hotels is blurred. Additionally, scholarly works associated with brand image and loyalty in the hotel and hospitality sector in Kenya is inadequate, hence the study gap. The study purpose sought to investigate the effects of brand image on customer loyalty in Kenyan hotels It employed an explanatory research design. From a target population of 1,191 customers, 253 formed the sample size while six marketing executives were interviewed for key information.  Purposive, stratified, and systematic random sampling methods were used. Instruments for data collection included self-administered questionnaires and interview schedules. Data was reduced using factor analysis and simple regression conducted to test study hypotheses. Findings indicated that brand image (t=12.747, p<.001) considerably affected loyalty among customers. The study concludes that advancement in the brand image likely results in enhanced loyalty. The study, therefore, recommends that hospitality operations should focus on tangible dimensions of their units, promote staff-guest interactions and increase measures to enhance their corporate image to remain competitive while retaining existing customers and attracting new ones.