Department of Leisure and Hospitality Management

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Browsing Department of Leisure and Hospitality Management by Author "Amanya, Jonan"

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    Service Personalization, Service Trust and Behavioral Loyalty in Five Star Hotels in Uganda.
    (2023) Amanya, Jonan
    The purpose of this study was to examine the links between service personalization and service trust factors of behavioral loyalty in selected five star hotels sub-sector in Uganda. Specifically, the objectives were to examine the relationship between service personalization; service trust; behavioral loyalty and the joint predictive relationship between service personalization, service trust and behavioral loyalty. The study adopted an analytical cross sectional correlational survey research design to test the study hypotheses. Data was collected using a self-administered questionnaire from a sample of 201 guests of the selected five star hotels participating in the study. The data was analyzed using correlation and hierarchical multiple linear regression in Statistical package for Social sciences. Furthermore, Service personalization had one component: perceived preference with five measurement items for perceived preference adapted, such as; “My hotel offers me services that satisfy my specific need,” “My hotel offers me services that I couldn’t find in other hotels”. Service trust was measured by perceived credibility and trustworthiness, having six measurement items, such as; “The service I receive in this hotel makes me feel safe,” “This hotel’s services are a guarantee of quality.” Behavioral loyalty was subdivided into two components; Revisits and positive word of mouth with three measurement items for revisits such as; “I usually come back to visit this hotel,” I consider myself a loyal guest of this hotel, and three measurement items for positive word of mouth such as; “I recommend other people to patronize this hotel,” “I say positive things about services in this hotel to other persons.” The findings showed a significant positive relationship between Service personalization and behavioral loyalty, Service trust and behavioral loyalty. The study also found that Service personalization and Service trust significantly predict behavioral loyalty. The study highlights the indispensable role of Service personalization in terms of perceived preference to hotels activities in building behavioral loyalty. Furthermore, role played by Service trust in form of perceived credibility and trustworthiness is vital in engendering behavioral loyalty exhibited in repeat purchase behavior and positive word of mouth. The study thus recommends that, hotel managers need to provide unique hotel attributes to build trust among customers in order to improve on the behavioral loyalty exhibited by their guests.