MODERATING EFFECT OF CUSTOMER PRODUCT KNOWLEDGE ON MEAL EXPERIENCE DIMENSIONS AND CUSTOMER SATISFACTION IN STAR RATED HOTELS WITHIN THE NORTH RIFT REGION, KENYA

Abstract

Meal experience dimensions and knowledge level determine destination selection and customers’ satisfaction. Most hotels have had a drop in providing excellent services which directly affects customer satisfaction, customer loyalty and retention rates leading to most hotels closing down immediately they open. The main objective of this study was to establish the moderating effect of Customer Product Knowledge on Meal Experience Dimensions and Customer Satisfaction in hotels within North Rift region of Kenya. Specific objectives were; to examine the effect of cuisine quality, service quality and interior environment on customer satisfaction as well as establish the moderating effect of Customer Product Knowledge on the relationship between meal experience dimensions and customer satisfaction. SERVQUAL Model, Five Aspect Meal Model, Customer loyalty and Human Processing theories grounded this study. Explanatory research design was used for the study. Target population was 1652 while sample size was 490 being 30% of the population. Data was collected by use of questionnaires administered to guests taking accommodation in hotels. Pilot study of 49 questionnaires was performed in Nakuru County. Stratified sampling technique was used to select respondents. Research experts checked validity while reliability test was performed by use of Cronbach Alpha test set at alpha 0.7 threshold. Descriptive and inferential statistics were analyzed using statistical package for social sciences (SPSS) Version 25. Inferential statistics such as Pearson Product Moment Correlation Coefficient (PPMCC) and Multiple Linear Regression Analysis were performed to test the hypotheses. Data was presented in frequencies, percentages, means and standard deviation tables. Results showed that cuisine quality had a positive and statistically significant effect on the customer satisfaction (β1=0.348, p<0.05). Service quality had a positive and statistically significant effect on customer satisfaction (β2=-.555, p<0.05). The interior environment had a significant effect on customer satisfaction albeit negative (β3=-.103, p<0.05). Customer product knowledge has a positive and statistically significant effect on customer satisfaction (β4a=-.888, p<0.05). Customer product knowledge has a positive and statistically significant moderating effect on the relationship between cuisine quality and customer satisfaction (customer product knowledge and cuisine quality β4a=-.325, p<0.05). Customer product knowledge has a positive and statistically significant moderating effect on service quality and customer satisfaction (customer product knowledge and service quality β4b=.130, p<0.05). Customer product knowledge has a positive and statistically significant moderating effect on interior environment and customer satisfaction (customer product knowledge and interior environment β4c=.181, p<0.05). The study concluded that interaction of customer product knowledge with Cuisine quality leads to negative statistically significant change in levels of customer Satisfaction. Interaction of customer product knowledge with service quality and interior environment leads to a positive change in levels of customer satisfaction. Customer product knowledge moderates’ relationship between meal experience dimensions and customer satisfaction. The study recommends that the hospitality industry managers must have customer product knowledge through research, customize products and services, employ trained staff, implement training programs and embrace quality service delivery. Moderation of customer product knowledge on service quality was weak, therefore the study recommends that further study be conducted on moderation effect of Customer product knowledge on the relationship between service quality and customer satisfaction in different geographical regions or service setup