Brand Trust And Customer Patronage Of Hotels In Umuahia Metropolis, Abia State:- Chinaka, Oluebubechukwu J
ABSTRACT
This study investigates the
influence of brand trust on hotel customer patronage within Umuakia Metropolis,
Abia State, Nigeria. In an increasingly competitive hospitality landscape,
brand trust has emerged as a pivotal factor shaping consumer behavior and
loyalty. The research explores four key dimensions of brand trust reliability,
responsiveness, consistency, and customer experience and their impact on hotel
patronage. Using a survey design, data were collected from 384 hotel guests
across 20 purposively selected hotels in Umuahia. Statistical analysis,
including regression modeling, revealed that reliability, consistency, and
customer experience significantly influence customer patronage, while
responsiveness showed no statistically significant effect. The findings
underscore the importance of dependable service delivery, uniform quality, and
emotionally satisfying experiences in fostering customer loyalty and repeat
visits. The study contributes to hospitality management literature by offering
actionable insights for hotel operators, policymakers, and investors seeking to
enhance brand trust and sustain customer engagement. Recommendations include
strengthening service reliability, standardizing operational procedures, and
personalizing guest experiences to build long-term brand loyalty.
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MICHAEL, U (2026). Brand Trust And Customer Patronage Of Hotels In Umuahia Metropolis, Abia State:- Chinaka, Oluebubechukwu J. Mouau.afribary.org: Retrieved Apr 28, 2026, from https://repository.mouau.edu.ng/work/view/brand-trust-and-customer-patronage-of-hotels-in-umuahia-metropolis-abia-state-chinaka-oluebubechukwu-j-7-2
UNIVERSITY, MICHAEL. "Brand Trust And Customer Patronage Of Hotels In Umuahia Metropolis, Abia State:- Chinaka, Oluebubechukwu J" Mouau.afribary.org. Mouau.afribary.org, 28 Apr. 2026, https://repository.mouau.edu.ng/work/view/brand-trust-and-customer-patronage-of-hotels-in-umuahia-metropolis-abia-state-chinaka-oluebubechukwu-j-7-2. Accessed 28 Apr. 2026.
UNIVERSITY, MICHAEL. "Brand Trust And Customer Patronage Of Hotels In Umuahia Metropolis, Abia State:- Chinaka, Oluebubechukwu J". Mouau.afribary.org, Mouau.afribary.org, 28 Apr. 2026. Web. 28 Apr. 2026. < https://repository.mouau.edu.ng/work/view/brand-trust-and-customer-patronage-of-hotels-in-umuahia-metropolis-abia-state-chinaka-oluebubechukwu-j-7-2 >.
UNIVERSITY, MICHAEL. "Brand Trust And Customer Patronage Of Hotels In Umuahia Metropolis, Abia State:- Chinaka, Oluebubechukwu J" Mouau.afribary.org (2026). Accessed 28 Apr. 2026. https://repository.mouau.edu.ng/work/view/brand-trust-and-customer-patronage-of-hotels-in-umuahia-metropolis-abia-state-chinaka-oluebubechukwu-j-7-2