Effect Of Service Quality Practices On Generational Satisfaction Outcomes Among Five -Star Hotels In Kenya : Moderating Role Of Covid -19 Brand Innovation Approaches

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.