IMPACT OF CUSTOMER RETENTION IN HOSPITALITY MANAGEMENT. CASE STUDY OF RADISSON BLU HOTEL AND RESIDENCE, ABORETUM NAIROBI.

Abstract

The hospitality industry is competitive in nature, making customer retention increasingly important. Nowadays, many hotels and restaurants invest in customer retention strategies which have proven to be a cost-effective venture and a cornerstone of enduring success for many hotels. This study aims to examine the impact of customer retention at the Radisson Blu Hotel and Residence. The study will give an understanding of the relationship between service quality and guest satisfaction and how it promotes customer retention. The study also aims to examine the factors that foster customer retention and the strategies that hotels implement to retain customers in the hospitality industry. This will be descriptive research that will adopt both the qualitative and quantitative method approaches. The population will be drawn from Radisson Blu staff, the top management, which will be purposively selected, and the other randomly selected staff. Research instruments that will be used are questionnaires and interviews. The data drawn from the interviews will be analyzed using content analysis, and the data drawn from the questionnaires will be analyzed through descriptive analysis. The findings of the study will provide knowledge on the impact of customer retention in hospitality management.