Abstract:
The study specifically determined the effect of Social CRM strategies dimensions on relationship
quality in five-star hotels in Nairobi, Kenya. Malthouse Social CRM house model anchored the study.
The study utilized a sequential explanatory research design with a target population of 987,883
customers from online hotel check-ins for 5 years, from three five-star rated hotels in Nairobi
purposively selected. A sample size of 400 was selected using simple random sampling techniques
used to identify final respondents. Data was collected from customers using a structured
questionnaire. Quantitative data were analyzed using the Structural Equation Model (SEM). The
results indicated a positive and significant effect of the Social CRM strategies dimension on
relationship quality. Social CRM strategies can be an effective way for hotels to improve the quality
of relationships with their customers and build a stronger brand reputation. it is recommended that
hotels in Nairobi, Kenya continue to utilize social CRM strategies to enhance their relationship
quality with customers. This can include prominently displaying favorable reviews on social media
pages, inviting customer feedback, engaging with them through contests, surveys, and other
activities, and utilizing virtual tours and other interactive experiences to build loyalty and
engagement.
