Hotel Management

Permanent URI for this collectionhttps://repository.chuka.ac.ke/handle/123456789/22542

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    Influence of customers’ brand perception, preferences and satisfaction on performance of airbnb facilities in Nyeri County, Kenya
    (Chuka University, 2015) Kamweru Esther Waithira
    The emergence of AirBnB has transformed the accommodation industry around the world by providing an accessible, affordable, and authentic local experience, making it a preferred alternative to traditional hotels. Nevertheless, its expansion in other areas like the Nyeri County in Kenya is minimal, and there has been a lack of empirical information on the impact of customer brand perception, preferences and satisfaction on the performance of AirBnB facilities. The objective of this research was to determine how these customer-related factors influence the performance of the AirBnB facilities within Nyeri County. The purpose of the study was to establish the role of brandperception on the performance of AirBnB facilities, to evaluate the influence of the customers’ preferences on the performance of AirBnB facilities and the influence of customer satisfaction on the performance of AirBnB facilities in Nyeri County. The study used mixed research design. The target population was 1600 AirBnB customers and 102 AirBnB hosts in Nyeri-county. The sample size was 200 for the guests and 41 for AirBnB owners was calculated using Cochran (1977) formula. The study employed purposive sampling to select sub-counties with AirBnB facilities, stratified random sampling to select facilities, a quota sampling for guests and purposive sampling for AirBnB owners. Structured questionnaires and interview guides were used to collect data from customers and managers, respectively. Multiple linear regression analysis was conducted at a 5% significance level to test three null hypotheses. The regression analysis revealed a strong positive correlation (R = 0.907) between customer satisfaction, preferences, and brand perception, explaining 82.2% of the variance in facility performance (R² = 0.822). Brand perception showed the highest influence (β = 0.533), followed by customer preferences (β = 0.378) and satisfaction (β = 0.313). All variables were statistically significant with p-values less than 0.05, leading to the rejection of the null hypotheses. The ANOVA test confirmed the model’s overall significance with an F-statistic of 249.565 (p < 0.000), supporting the claim that these customer-related factors are integral to performance outcomes. Interviews with AirBnB managers in Nyeri County reinforced the quantitative findings, with managers emphasizing the importance of maintaining a strong brand reputation, offering competitive pricing, and providing personalized services to meet customer preferences. These qualitative insights aligned with the regression results, highlighting that customer satisfaction directly influences performance. The study underscores the critical role of aligning services with customer expectations to drive success in the AirBnB market. The findings provide actionable recommendations for AirBnB hosts, property managers, and stakeholders, suggesting that improving brand perception, catering to customer preferences, and ensuring high levels of satisfaction can significantly enhance performance and foster long-term competitiveness in Nyeri County’s hospitality industry.