Service quality management practices, marketing productivity, firm characteristics, industry competition and performance of hotels in kenya
Abstract
The topic of the study was the influence of service quality management practices, marketing
productivity, firm characteristics, industry competition and performance of hotels in Kenya.
The study objectives were to assess the influence of service quality management practices
on hotels’ performance in Kenya; establish the effect of firm characteristics on the hotel
performance; assess the influence of industry competition on the hotel performance;
determine the effect of service quality management practices on the hotel’s marketing
productivity; establish the effect of marketing productivity on the hotel performance;
examine the effect of industry competition on the relationship between service quality
management practices and marketing productivity; establish the effect of firm
characteristics on the relationship between service quality management practices and
marketing productivity; assess the mediating effect of marketing productivity on the
relationship between service quality management practices and firm performance and
finally, examine the joint influence of service quality management practices, marketing
productivity, firm characteristics and industry competition on the hotel performance. The
pertinent hypotheses were derived from the objectives. The study population comprised 209
hotel firms. A descriptive cross-sectional survey was used. Primary data were collected using
semi-structured questionnaire. Data were analyzed using descriptive statistics, inferential
statistics and regression analysis. The results of the study revealed that service quality
management practices significantly influences performance. The relevant results also showed
that there is no significant effect of firm characteristics on hotel performance. Same results
showed statistically significant influence of industry competition on hotel performance. In
addition, the results revealed that there is statistically significant effect of service quality
management practices on hotel’s marketing productivity and that marketing productivity
significantly influence hotel performance. The results demonstrated that firm characteristics
insignificantly moderate the relationship between service quality management practices and marketing productivity while industry competition significantly moderates the same
relationship. Similarly, the study findings showed that marketing productivity does not
significantly mediate the relationship between service quality management practices and firm
performance. Finally, the joint effect of service quality management practices, marketing
productivity, firm characteristics and industry competition was significantly stronger than
that of individual factors on performance. The study has made contribution to theory, policy
and practice in relation to marketing in general and service quality management specifically.
The research was not without limitations. The selection of the study variables was not
exhaustive. The use of single key-informant approach, a relatively small population,
subjective performance measures, use of a descriptive cross-sectional research design and,
focus only on firms in Coast and Nairobi put constraints on the generalizability of the
results. Future research should seek to address these limitations by inclusion of the additional
factors, use of a longitudinal research design, objective performance measures, multiple
informant approach and examining of performance of service quality management practices
in other sectors. Replication of the study and examining the relationship between service
quality management practices, marketing productivity, firm characteristics and industry
competition could serve as a useful reference for future research.
Publisher
University of Nairobi