Abstract:
With the increasing competitive environment organizations are continually looking for innovative ways
to not only acquired but also to retain their customers. The aim of this study is to establish the
perceptions of hotel management of all sizes of hotel regarding the importance of customer retention
practices. An interviewer administered, in office survey was used to collect data from a representative
sample of 56 hotels in Gauteng province, South Africa. Probability, stratified, sampling was used to
separate hotels according to ownership type and size. The findings indicate that no significant
associations exist between the research variables and hotel size. It is evident, however, that significant
differences exist between medium and large hotels when it comes to weekend guests who stay for
business, as well as leisure, purposes. The study contributes to the relatively limited knowledge of
services marketing in the hospitality industry, specifically in the hotel sector.
