Sensory Brand Experience and Post-Purchase Behavior among Millennial Guests of Classified Hotels in Nairobi City County, Kenya

Abstract

The study aimed to determine influence of sensory brand experience on post purchase behaviour of millennial guest of classified hotel brands in Nairobi City County, Kenya. An embedded mixed-method research design was applied to collect quantitative and qualitative data from millennial guests born from 1982-2002. Convenience sampling was used to select millennial respondents from each hotel category, while purposive sampling was used to collect supplementary information from the managers. A sample size of 384 respondents was obtained from the possible 10,000 target population of millennial guests in classified hotels in Nairobi City County. Questionnaires were used to collect data from millennial hotel guests and front office and restaurant managers. Data was analysed using descriptive statistics, correlation and regression analysis with aid of SPSS v.29. The findings revealed a significant and positive influence of sensory, brand experience on post-purchase behaviour of millennial hotel guests. Thus, sensory brand experience serves as a robust predictor of post-purchase behavior among millennial guests. Therefore, the study recommends that hotel management and marketers place a strong emphasis on cultivating a sensory-rich brand experience. Investing in elements such as appealing color schemes, curated music playlists, and distinctive scents can contribute significantly to enhancing the overall guest experience and, consequently, drive positive post-purchase behaviors among millennial guests.