INFLUENCE OF THE SERVICE QUALITY OF A CHRISTIAN-AFFILIATED GUESTHOUSE ON CUSTOMER CHOICE BEHAVIOR IN NAIROBI COUNTY
Abstract
Purpose: The study sought to examine the influence of service quality on customer choice behavior in Christian-affiliated guesthouses (CAGs) in Nairobi County, Kenya. It aimed to determine how the dimensions of service quality—tangibility, reliability, responsiveness, assurance, and empathy—shape guests’ decisions, with the goal of providing actionable strategies for improving guest attraction and retention in faith-based hospitality settings.
Methodology: The study adopted a descriptive survey research design targeting 13 CAGs registered with the Christian Guest Houses Association of Kenya. The population comprised 723 respondents, including general managers, supervisors, and guests. A census was used for managers and supervisors, while simple random sampling yielded 252 guest respondents. Data were collected using closed and open-ended questionnaires and interview schedules. Reliability was tested using Cronbach’s alpha (overall α = 0.779), and validity was established through piloting. Quantitative data were analyzed using SPSS to generate means, standard deviations, and regression outputs, while qualitative data were thematically analyzed.
Results: The study found that service quality significantly and positively influences customer choice behavior (β = 5.860, p < 0.05). Responsiveness emerged as the most influential dimension (mean = 4.27), indicating that promptness in attending to guests’ needs is a key determinant of choice. Tangibility scored the lowest (mean = 3.17), suggesting that physical aspects were less critical than the staff’s ability to deliver timely, reliable, and personalized services. Qualitative responses highlighted that guest valued a combination of bed-and-breakfast offerings, internet availability, modern room amenities, and attentive staff. The results confirmed that as service quality improves, customer attraction and loyalty increase.
Conclusion: The study concludes that service quality is a central determinant of customer choice in Christian-affiliated guesthouses. Promptness, reliability, and attentiveness are more critical to guests than physical infrastructure. High service standards, characterized by empathy and assurance, strengthen customer trust and repeat patronage. Tangible aspects, while important, play a secondary role in influencing choice.
Recommendation: CAG management should implement service protocols emphasizing prompt response, reliability, and personalized attention to guests’ needs. Policies should be developed to collect and act upon guest feedback, enabling continuous improvement. Regular staff training should be conducted to enhance interpersonal skills, problem-solving abilities, and attention to detail. Investing in service quality improvement will strengthen competitiveness and customer loyalty in the faith-based hospitality sector.
Keywords: Service Quality, Christian-Affiliated, Quest house, Customer Choice Behavior, Nairobi County.
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