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

address the research questions that guide the study. It is the overall strategy that is used in integrating various elements of the study in a logical way by ensuring that the research issue being investigated is addressed efficiently (Rouzies, 2013). This study adopted a descriptive research design as it entails the collection of data to answer questions concerning the effect of strategic management practices on customer satisfaction and loyalty in selected hotels in Kumasi. Cooper and Schindler (2003), defines descriptive research as a subject, usually by generating an outline of events by means of collecting data and tabulating frequencies onthe variables for the research. b) Sampling Technique and Sample Size The study used Kr е j ϲ i е and Morgan (1970) formulae to determine the sample size. = 1+ ( ^2) , where: n = sample size; N = target population; and е = level of precision. Expected precision level = 95%, the sample size was: (n) = 500/ (1+500 (0.05^2)) = 222. Based on this, a sample of 222 r еѕ pondent ѕ representing 44% of the target population was used for the study The study made use of inferential statistics since the study seeks to establish the relationships and effects between the independent and the dependent variables. The study also used a multiple regression analysis to establish the impact of the independent variable on the dependent variables. VII. D ata C ollection T echnique Data are values of qualitative or quantitative variables, belonging to a set of items. To meet the objectives of the study, the researcher used a primary data which were collected directlyy from the respondents on the ground. They are data collected for the need at hand. According to Ghauri and Gronhaug (2005), primary data is the first-hand data since it is collected primarily for the current research’s purpose. They further explained that this type of data often helps to obtain suitable responses to current research’s objectives. Jankuwics (2002) indicated that primary data to them, it consists of materials that the researcher has gathered himself through systematic observation, information from archives, the results of questionnaires and interviews and case study compiled. A comprehensive questionnaire designed to cover the objectives of the problem was used to collect the data. The study made use of quantitative methods to achieve the objective. It also made use of primary data and hence uses a questionnaire in the collection of data from the respondents. Structured questionnaires were used for the study VIII. D ata A nalysis and R esults The regression model was: = 0 + 1 + …………………… . . 1 = 0 + 1 + …………………… . . 2 β 0 = Constant (Regression coefficient) Β 1 = Regression coefficients induced in the dependent variable by the independent variable. CS = Customer Satisfaction CL = Customer Loyalty SMP = Strategic Management Practices = Error term normally distributed about the mean of zero IX. C orrelation A nalysis The importance of correlation analysis is to ensure that independent variables are not correlated with each other to avoid multicollinearity. Correlation also provides information regarding the linear association between the dependent variable and each of the independent variables. Correlation refers to the strength of linear associations between two or more Variables (Albright et al., 2011). The outcome of the correlation analysis (Table 1.1) is represented in Pearson correlation by calculating the correction of the variables with each other. From the table on the effect of strategic management practices, it was found that of strategic management practices (SMP) has positive and significant correlation with customer satisfaction (CS) and customer loyalty (CL). More so the two dependent variables have weak to moderate correlation with each other. Table 1.1: Correlation Analysis CS CL SMP CS Pearson Correlation 1 .100 .165 * Sig. (2-tailed) .160 .020 N 200 200 200 CL Pearson Correlation .100 1 .019 Sig. (2-tailed) .160 .592 N 200 200 200 SMP Pearson Correlation .165 * .019 1 Sig. (2-tailed) .020 .592 N 200 200 200 *. Correlation is significant at the 0.05 level (2-tailed) The Effect of Strategic Management Practices on Customer Satisfaction and Loyalty in Selected Hotels in Kumasi 77 Global Journal of Management and Business Research Volume XXIII Issue I Version I Year 2023 ( ) A © 2023 Global Journals