Global Journal of Management and Business Research, A: Administration and Management, Volume 23 Issue 1

The Effect of Strategic Management Practices on Customer Satisfaction and Loyalty in Selected Hotels in Kumasi 79 Global Journal of Management and Business Research Volume XXIII Issue I Version I Year 2023 ( ) A © 2023 Global Journals satisfaction of an organization and further emphasized that companies that are focused and have a strategy in place are more likely to post good results as opposed to similar organizations that have neglected strategic planning initiatives. Table 1.2: OLS Estimate of the Effect of Strategic Management Practices on the Customer Satisfaction of Hotels in Kumasi Variables B β S. E T P-value Constant 3.202 .211 15.198 .000 SMP .046 .103 .031 1.470 .0014 F-statistic 3.863 (.023*) R 2 .138 Adjusted R 2 .128 Source: Author’s Computation based on Data Obtained from the Field Survey, 2022 c) Relationship between Effect of Strategic Management Practices (SMP) on Customer Loyalty of Hotels in the Kumasi The third objective of the study sought to estimate the relationship between effect of Strategic Management Practices (SMP) on customer loyalty of Hotels in Kumasi. This section of the analysis presents results of data estimation on this objective, and it is also presented in Table 4.2.The analysis established a significant positive relationship between Strategic Management Practices (SMP) and customer loyalty of Hotels in Kumasi. The coefficient of Strategic Management Practices was estimated to 0.123 at 10 percent level of significance. It means that the strategic management practices and customer loyalty of Hotels in Kumasi has positive and significant relationship, thus, as the hotels improve their strategic management practices customers get more loyal in the patronage of their services. The F-statistic for the customer loyalty of Hotels in Kumasi model is 3.202which is statistically significant at the 10 percent level of significance. This implies that strategic management practices are significant in committing the customer loyalty of Hotels in Kumasi. The R 2 value of 0.138 also indicates that the variations in customer loyalty of Hotels in Kumasi are explained by strategic management practices by approximately14%. The results in line with Bloemer et al., (1999), Caruana (2002), Ostrowski et al. (1993) and Bloemer (1999). Table 1.3: OLS Estimate of the Effect of Strategic Management Practices (SMP) on Customer Loyalty of Hotels in the Kumasi Variables B β S. E T P-value Constant 3.202 .211 15.198 .0000 SMP .123 .051 .167 2.386 .0180 F-statistic 3.863 (.023) R 2 .138 Adjusted R 2 .128 Source: Author’s Computation based on Data Obtained from the Field Survey, 2022 X. S ummary of F indings Findings regarding data analysis on the objectives of the study revealed the following . The first objective of the study was to assess the strategic management practices in Hotels in Kumasi. The study found that ‘the hotels have a crated a strategic plan to deliberately achieve their vision’, ‘environmental scanning is conducted to match the company’s internal strengths and external opportunities‘, The second objective of the study was to determine the effect of Strategic Management Practices (SMP) on Customer Satisfaction of Hotels in Kumasi and found suggests that strategic management practices have positive effect on customer satisfaction hotels in Kumasi. Strategic Management Practices (SMP) suffused a coefficient of 0.046 in the regression model with a p-value of 0.0014 at 5% level of significance. The model shows F-statistic of 3.863 with a probability of 0.0014 indications of a significant relationship between the dependent and independent variables. The third objective of the study sought to estimate the relationship between effect of Strategic Management Practices (SMP) on customer loyalty of Hotels in Kumasi and found positive and significant relationship, thus, as the hotels improve their strategic management practices customers get more loyal in the patronage of their services. The F-statistic for the customer loyalty of Hotels in Kumasi model is