The Effect of Conscientiousness Trait on Customer Loyalty in Selected Hotels within Nairobi City, Kenya

Abstract

For most developing nations, the quest to alleviate poverty and its attendant effects is a never-ending journey. As such, there is a need to ensure sustainable development is a reality. In this light, the hotel industry has garnered unprecedented attention as it is seen as capable of providing employment for the populace and also as an avenue through which sustainable development can be achieved. This attention has led to stiff competition due to a rapidly evolving business environment and only those organizations that retain their customers are able to survive and achieve profitability. This paper anchors its discussions on the findings of a study that sought to investigate the place of conscientiousness – a personality trait - on customer attitudinal loyalty among hotels in Nairobi County, Kenya. The study adopted an explanatory research design and a sample of 384 respondents. Data was collected using structured questionnaires and analysed using descriptive and inferential statistics. Conscientiousness, exhibited through industriousness, achieving nature and high self-control, had a positive and significant effect on customer attitudinal loyalty (β=0.549, p<0.05). The paper concludes that with conscientiousness, customers tend to be pulled to hotels where employees show high level of responsibility at work, display good product knowledge, and show orderliness and discipline. This makes customers to feel wanted and appreciated thus becoming loyal to an establishment. Consequently, the paper recommends that stakeholders in the hotel industry should implore upon employees to be more cooperative, reliable at all times, understanding and show empathy when interacting with customers. This will, in turn, lead to sustained customer loyalty and profitability. This is premised on the fact that the hotel industry is a key player in the race towards sustainable development.