An analysis of factors influencing customer retention in hotels: a case on flamboyant hotel in Masvingo, Zimbabwe

Abstract

Customers are very important to the survival of the organisation. For organisations to remain competitive they must ensure their customers are satisfied and retained. The general aim of this research is to analyse the factors that influence customer retention in the hotel industry at Flamboyant hotel, Zimbabwe. This study use causal research design and random sampling was used to identify individual respondents. This study reached out to a sample of 313 respondents. Information was gathered by use of a likert scaled questionnaire. Information was sorted, coded and input into the Statistical Package for Social Sciences (SPSS Version 16.0) to generate results. Ethical considerations were observed through the study. The findings of the research indicate that trust, commitment and satisfaction influences customer retention at different rate. For instance it was found out that among the three factors trust has a great influence on retention compared to the other two factors followed by satisfaction and commitment. Recommendations provided state that hotels should put much attention to trust as it retains more customers than satisfaction and should also adopt other factors to add on retention so that it remain competitive.