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

© 2023. Charles Akomea Bonsu, Eric Edwin Owusu, Adwoa Benewaa Brefo Manuh & Emelda Antwi. This research/review article is distributed under the terms of the Attribution-NonCommercial-NoDerivatives 4.0 International (CC BYNCND 4.0). You must give appropriate credit to authors and reference this article if parts of the article are reproduced in any manner. Applicable licensing terms are at https://creativecommons.org/licenses/by-nc-nd/4.0/. Global Journal of Management and Business Research: A Volume 23 Issue 1 Version 1.0 Year 2023 Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Online ISSN: 2249-4588 & Print ISSN: 0975-5853 The Effect of Strategic Management Practices on Customer Satisfaction and Loyalty in Selected Hotels in Kumasi By Charles Akomea Bonsu, Eric Edwin Owusu, Adwoa Benewaa Brefo Manuh & Emelda Antwi Kumasi Technical University Abstract - Strategic management helps in making decisions about future opportunities and threats faced by the small and medium-sized enterprises. 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 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 out 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. Keywords: strategic management, customer satisfaction, loyalty. GJMBR-A Classification: JEL Code: M00 TheEffectofStrategicManagementPracticesonCustomerSatisfactionandLoyaltyinSelectedHotelsinKumasi Strictly as per the compliance and regulations of: Administration and Management