Abstract:
Hotels are expected to provide services that ensure generational satisfaction. They should endeavor
to meet the dynamic needs and desires of generational cohorts visiting the hotels. This will
engender growth and competitiveness. In unpredictable occurrences such as COVID-19, the hotels
are also expected to reconfigure their brands to sustain satisfaction. The study aimed at
investigating the moderating effect of COVID-19 brand innovation approaches on the relationship
between service quality practices and generational satisfaction outcomes among five-star hotels in
Kenya. Objectives were to: assess the effect of servicescapes, establish the effect of service
customization and examine the effect of service automation on generational satisfaction outcomes.
The study also sought to establish the moderating effect of COVID-19 brand innovation
approaches on the relationship between service quality practices and generational satisfaction
outcomes. The theory of Buyer Behavior, Social Exchange, Attribution, and Information
Processing Theory of Consumer Choice were used. Correlational research design and
existentialism research philosophy were adopted. A random sample of 317 respondents was
selected from a target population of 498 using Yamane’s formula to whom a questionnaire was
administered. 251 questionnaires were duly filled and returned. Cronbach alpha was used to test
reliability of the research instrument while factor analysis and expert judgment were used to test
validity. Findings revealed that there was desirable quality through the use of servicescapes,
customization and automation. Furthermore, results indicated that Five-star hotels in Kenya
adopted COVID-19 brand innovation approaches. As a result, generations of delegates visiting the
hotels were moderately satisfied. There was also a statistically significant relationship between
servicescapes, customization, automation and generational satisfaction outcomes. Their combined
contribution to generational satisfaction was however below average. Nevertheless, servicescapes
provided the lowest contribution to generational satisfaction compared to automation and
customization. The application of COVID-19 brand innovation approaches enhanced the
relationship between each of the service quality practices and generational satisfaction outcomes.
Although significant resources are spent to provide services, the degree of generational satisfaction
was however low indicating that hotels were unable to exploit the value belonging to the
generations of guests. This compromises the growth of the five-star hotels and exposes them to
failure. In view of these findings, the study recommends adoption of appropriate service delivery
approaches and a long-term investigation of effects of COVID-19 to the flow and behavior of
generations of delegates. These findings inform management of five-star hotel and the Ministry of
Tourism (MoT) to align services to the needs of the generations of guests and provide a response
framework to protect them in cases of pandemics.
