Customer Orientation, Customer Engagement and Behavioral Loyalty wthin Classified Hotels in Kampala City.
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Date
2024-10-16
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Makerere University Business School
Abstract
The purpose of this study was to examine the relationship between customer orientation and customer engagement in determining behavioural loyalty in classified hotels within Kampala, Uganda. Importantly, the objectives were to find out the relationship between customer orientation and behavioural loyalty within classified hotels in Kampala, to establish the relationship between customer engagement and behavioural loyalty within classified hotels in Kampala and to determine the extent to which customer orientation and customer engagement jointly predict customer loyalty among classified hotels within Kampala.
The study adopted an analytical cross sectional correlation survey research design to test the study hypotheses. The data was collected using a self-administered questionnaire from a sample of 390 patrons of the classified hotels. The data was analyzed using correlation and hierarchical multiple linear regression in Statistical package for Social sciences.
The findings showed a significant positive relationship between customer orientation and customer behavioural loyalty, customer engagement and customer behavioural loyalty. The study also found that customer orientation and customer engagement significantly predict customer behavioural loyalty. The study highlights the indispensable role of customer orientation in terms of the need to indulge the customer, the need to read the customer’s needs, the need for personal relationship and the need to deliver the required service in building customer behavioural loyalty. Furthermore, the role played by customer engagement in form of absorption, Enthusiasm and attention is vital in yieldding customer behavioural loyalty as exhibited in repurchase behavior, positive word of mouth and low switching tendencies. The study thus recommends that, Hotel Managers need to provide exceptional systems of orienting and engaging customers to improve on the behavioural loyalty demonstrated among their patrons.
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This is a master's thesis.
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Citation
Ndungu, E. (2024). Customer Orientation, Customer Engagement and Behavioral Loyalty wthin Classified Hotels in Kampala City. (Unpublished master’s dissertation). Makerere University Business School, Kampala, Uganda.