Moderating Effect of Customer Product Knowledge on Cuisine Quality and Customer Satisfaction in Selected Hotels within North Rift Region, Kenya

  • Amina O. Nabalayo University of Eldoret, Department of Hotel and Hospitality Management, Box 30100-1125, Eldoret, Kenya
  • Julie Makomere University of Eldoret, Department of Hotel and Hospitality Management, Box 30100-1125, Eldoret, Kenya
  • Racheal Karei University of Eldoret, Department of Hotel and Hospitality Management, Box 30100-1125, Eldoret, Kenya
Keywords: Customer product knowledge, Cuisine quality, Customer satisfaction

Abstract

Cuisine quality is widely recognized as a critical component in meeting the needs of hotel guests. Studies on the moderating effect of customer product knowledge on Cuisine Quality and customer satisfaction are routinely overlooked. Therefore, this study set out to bridge the gap by determining the moderating effect of customer product knowledge on the relationship between cuisine quality and customer satisfaction in selected hotels in Kenya. SERVEQUAL Model, Five Aspect Meal Model and Customer Loyalty theories grounded the study.  The target population was 1652 with a sample size of 399 in number. Simple random and stratified sampling techniques were used to select the respondents. Data was gathered by use of questionnaires.  Data was analysed by use of the statistical package for social sciences version 25. Multiple liner regression analysis was used to test the hypothesis. The findings of the study revealed that cuisine quality was a predictor of Customer satisfaction.  Further, customer product knowledge had a positive statistical significance relationship on cuisine quality and customer satisfaction. Customer product knowledge failed to moderate the relationship between interior environment and customer satisfaction. The study concluded that Cuisine quality leads to Customer Satisfaction. The results of the research gave empirical proof that customer product knowledge had strong positive statistical significance effect on relationship between cuisine quality and customer satisfaction. Customer product knowledge did not have positive statistical significance relationship on interior environment and customer satisfaction. Therefore, the study recommended that studies be conducted on moderating effect of. Customer product knowledge on the relationship between interior environment and customer satisfaction in different region or service setup.

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Published
2022-06-28
How to Cite
Nabalayo, A., Makomere, J., & Karei, R. (2022, June 28). Moderating Effect of Customer Product Knowledge on Cuisine Quality and Customer Satisfaction in Selected Hotels within North Rift Region, Kenya. African Journal of Education,Science and Technology, 7(1), Pg 302-311. Retrieved from http://ajest.info/index.php/ajest/article/view/773
Section
Articles