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Abstract:
The hospitality industry is experiencing rapid changes in operations everyday due to changes in customer taste and stiff competition. The hotel industry, in particular, has been so dynamic and management in various hotels have been forced to evaluate their service delivery and come up with ways of improving in every aspect of their services in order to remain competitive. Thus the overall objective of the study was to examine the effects of dining service quality on guest loyalty in Sever in Sea Lodge. Specifically, the study addressed the effects of DINESERV dimensions (tangibility, reliability, responsiveness, assurance, and empathy) on guest loyalty. The study adopted a descriptive correlational research design approach and targeted all customers dining in the restaurant. In addition, convenience sampling was used to select the study participants. Questionnaires were used to collect quantitative data from 150 participants. Pearson correlation analysis was used in order to test the study hypotheses. Pearson correlational analysis results revealed reliability as the most significant dimension affecting guest loyalty in the lodge when compared with responsiveness and empathy dimensions. In addition, tangibility and assurance dimensions did not have significant correlations with guest loyalty. The study provided several recommendations to the management of Sever in Sea Lodge hotel. First, the management of the hotel needs to focus on strategies that would ensure reliability in service delivery by developing strategies that would enhance staff capacity to serve better and deliver services as promised, and in a prompt manner which can be achieved through conducting several in-house training. Second, line managers of the hotel need to focus on intangible service and move away from the classical tangible service for the hotel to remain competitive and relevant in the competitive hospitality industry.
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