The hospitality industry in Kenya, encompassing sectors such as food and beverage, travel, lodging, and recreation, plays a significant role in the country's economy. Despite challenges posed by the COVID-19 pandemic, the industry remains a vital contributor to Kenya’s Gross Domestic Product. Customer loyalty is crucial for the survival and growth of businesses in this sector. This study explored the relationship between reputation management and customer loyalty, aiming to provide insights into the factors influencing customer loyalty in Kenyan lodges and camps. This study investigated the impact of reputation management, specifically focusing on customer service, integrity, and communication, on customer loyalty within the hospitality industry in Kenya. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), this research analyzed the relationship between reputation management (measured through customer service, integrity, and communication) and customer loyalty in Kenyan lodges and camps. The study examined the demographic profile of managers and the characteristics of hospitality establishments to provide context for the analysis. The study revealed a balanced gender distribution among managers, with a prevalence of young, well-educated professionals in leadership roles Reputation management, specifically customer care (β=0.705, p=.000) and communication (β=0.258, p=.035), significantly influenced customer loyalty in Kenyan lodges and camps, explaining 72.1% of the variance in customer loyalty. However, the impact of integrity on customer loyalty was not significant. The findings highlighted the importance of customer-centric approaches and effective communication strategies in enhancing customer loyalty. This research underscores the pivotal role of reputation management, particularly customer care and communication, in building and maintaining customer loyalty in the Kenyan hospitality industry. Managers and policymakers are urged to prioritize these aspects and invest in personalized strategies that resonate with the local customer base. The study offers valuable insights for industry practitioners and academics, guiding them in developing effective reputation management strategies tailored to the Kenyan context.

Keywords: Reputation Management, Customer Loyalty, Customer Service