ABSTRACT

This study investigated the influence of hotel brand management on customer retention in Umuahia metropolis. Four objectives were set out which are, to examine the influence of hotel brand identity management on customer retention in Umuahia metropolis; ascertain the effect of hotel brand image management such as the tangible and intangible elements on customers' retention in Umuahia metropolis; determine the influence of brand personality management on customer retention in Umuahia metropolis; determine the relationship between brand management and customer’s retention in Umuahia metropolis.  A descriptive survey research design was adopted for this study, with a population of two-hundred and thirty-six (236) for customers, one hundred and sixty-nine (169) for managers which amounted to 405 respondents in Umuahia metropolis. The study employed the use of structured questionnaire to obtain information from customers and managers of hotels in Umuahia metropolis on brand management and customer retention. The questionnaire was designed in line with the four point rating scale. Simple descriptive statistics such as frequencies, percentage, and mean was used to analyse respondents’ personal data and research questions while multiple regression analysis was used to test the hypotheses. Findings revealed that hotel brand identity management such as name, logo, and colour influenced customer retention in Umuahia metropolis. Findings on the effect of hotel brand image management such as tangible and intangible elements on customer retention revealed a significant effect on customer retention in Umuahia metropolis. Also findings on the extent to which hotel brand personality management such as messaging, customers' service and personalization showed a significant effect on customer retention in Umuahia metropolis. Additionally, findings on the relationship between hotel brand management and customer’s retention showed a positive significant effect on customer retention in Umuahia metropolis. In conclusion, the study revealed that hotel brand management significantly influenced customer retention in Umuahia Metropolis. The study recommends that hotels should focus on creating unique brand identities that differentiate them from competitors, and hotels should invest in training staff to deliver superior customer service, which includes personalized attention, quick responses to customer needs, and fostering a welcoming atmosphere.