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Research Paper | Hotel Management | Kenya | Volume 6 Issue 6, June 2017 | Popularity: 6.8 / 10
The Relationship between Directional Advertisements Customer Retention in Conventional and Budget Hotels in Uasin Gishu, Kenya
Phyllis Walaba
Abstract: Simple marketing notion is viewed by the business analysts as an effective strategy if the enterprise is planning to gather and/or keep the loyalty of the consumer. Furthermore, in circumstances of fierce and constantly increasing competition both locally and internationally, the pressure for marketing to demonstrate its value in improving the business performance is greater than ever. Therefore, many businesses in Kenya including the hotel industry has used various modes to attract and retain their customers, key among them is advertising. Very few studies have been conducted to show the extent of adoption of directional advertising mediums and their effect on the different aspects of businesses in Kenya. Thus, this paper aims to determine the extent of adoption of Directional-based advertising in the conventional and budget hotels in Kenya how it affects the customer retention. The study was done in Eldoret town in Uasin Gishu County. The study adopted descriptive research design. The target population comprised 20 convectional and budget hotels. Simple random sampling was used to select 10 establishments while systematic random sampling was used to select the 210 customers who participated in the study. Purposive sampling was used to select the 10 management staff. Data was collected using questionnaires. Data collected was analysed using descriptive statistics and Pearson linear regression with the aid of SPSS. The results showed that directional advertisement has a relationship with customer retention especially Newspaper classified and yellow pages because they are goal-oriented and highly organized setting that allow consumers to collect and process information at a desired pace. Use of directional media to mean those media whose primary goal is for directional advertising. Directional advertisings is used by actively engaging users rather than passively receiving audiences. It is the recommendation of the study that hotel managers should design directional advertisement to allow potential customers with a variety of backgrounds and ability to have realistic expectations of their chances of success with the organizations and it should be frequently advertisement so that the customers can be able to know the type of product that are available in the hotels.
Keywords: Advertising, Directional advertisings, Customer Retention, Conventional and Budget Hotels, Eldoret, Kenya
Edition: Volume 6 Issue 6, June 2017
Pages: 1734 - 1738
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