Effect Of Relationship Marketing On Customer Loyalty In Spa And Wellness Services In Nairobi County-Kenya

Abstract

The relationship between health and work is not new and has registered significant growth significantlyglobally . Health spas are a ragrowing sector today. Research in this area is in Kenya is scanty. is. Hence, the focus of this study could help understand the effect of relationship marketing on customer loyalty for the spa and wellness sector in Kenya. The study focused on the research objective; to establish the impact of service quality on customer loyalty. The researcher targeted all the 24 Registered Spas & Wellness Centers in Nairobi-Kenya From the target population of 988 respondents. A purposive sampling technique was employed simple random sampling was used to select 25% of the Spas & Wellness centers’ Staffs targeted from the target population. Then purposively again a random sampling technique was employed to select at least three the Spas & Wellness clients at each centre visited from the 24 registered Spas & Wellness Centers in Nairobi-Kenya. The study adopted Descriptive and inferential statistics in data analysis generated. The findings were presented using percentages, frequency distributions, tables and the. The multiple regression analysis results indicated that variations in relationship marketing strategies discussed that is; personalized services, customized pricing, electronic relationship and complaints management system explains 51.4% of the variations on customer loyalty for the Spas & Wellness services in Kenya. Finally, the study gave conclusions, recommendations and suggestions for further research.