ABSTRACT

This study investigates the influence of brand trust on hotel customer patronage within Umuahia 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.