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 80 Global Journal of Management and Business Research Volume XXIII Issue I Version I Year 2023 ( ) A © 2023 Global Journals 3.202which is statistically significant at the 10 percent level of significance. XI. C onclusion The main purpose of this study was to assess the effect of strategic management practices on the satisfaction and loyalty of customers of Hotels in Kumasi. Three objectives and accompanying research questions defined the scope of the study. The study adopted primary data which was solicited from two hundred respondents who were purposively sampled from selected hotels in the Kumasi with a structured questionnaire on a five-point Likert Scale. Data collected were analyzed quantitatively using both descriptive and inferential statistics with SPSS version 21. Ordinary Least Squared (OLS) regression was adopted for the regression analysis. 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, ‘having a sense of direction motivates you to work towards the organization’s direction’, selected hotels in Kumasi conduct environmental scanning to identify strategic opportunities, ‘hotels in Kumasi conducts environmental scanning to identify threats that may affect your operations are the strategic management practices in Hotels in the Kumasi. It also found a 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. Also, the study established a positive and significant relationship strategic management practices and customers loyalty of Hotels in Kumasi. XII. R ecommendations Based on the findings, discussions and the conclusions drawn, the following recommendations are submitted: Since the study has established a significant relationship between strategic management practices and customer satisfaction and loyalty, this study recommends that hotels develop strategic plans that are in line with their operations to ensure that the current and future customers are satisfied. This study recommends that the hotels should undertake an effective environmental scanning to identify potential opportunities that they can pursue. The study also recommends that hotels develop an organizational culture that reflects their business model. This is crucial for the hotels since organizational culture will dictate how things should be run in the company and how individuals should act towards one another and clients in fulfilling the vision of the organization. R eferences R éférences R eferencias 1. Agha, A. (2011). Meet mediatization. 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