ABSTRACT
The problem that instigated this study is the
apparent knowledge gap in literature that seeks to document any empirical
evidence of the factors that stimulate loyalty behaviour among customers of
hotel services in Anambra State. The main objective of this study was to
determine the major drivers of hotel choice, to ascertain if the drivers of
hotel choice differ by gender, to find out if the drivers of hotel choice
differ by occupation, to suggest strategies to hotel managers on how to
increase guest patronage. Data for the research was generated using a
well-structured five-point Likert scale questionnaire allocated to guests of
hotels in the study area. The data was analysed using descriptive analytical
tools such as frequencies and percentages, mean and standard deviation. The
sample size for the study was 196 respondents which were distributed amongst
three hotels. The major findings of this study revealed that the respondents
disagreed with price which had a mean of 3.81, the respondents also disagreed
on service style which had a mean of 2.89, the respondents also disagreed on
the purpose of visit as not important on guests choice by occupation with a
mean of 2.85 and the respondents all agreed on the strategies recommended to
hotel managers with an overall mean of 2.86. Findings indicate that there is a
strong positive relationship between these principal factors and guest choice
of hotel. The researcher recommended that the hotel should structure there
service along the principal component, that the management need to improve the
hotel patronage by putting in place internet services, safety and security,
ease of reservation, and that the State Government should also help in
providing necessary infrastructures such as electricity, good roads to create
easy accessibility to the various hotels.
EFOBI, . (2022). Influencing Factors Of Customer Loyalty In Hotels In Nnewi North L.G.A, Anambra State.. Mouau.afribary.org: Retrieved Nov 14, 2024, from https://repository.mouau.edu.ng/work/view/influencing-factors-of-customer-loyalty-in-hotels-in-nnewi-north-lga-anambra-state-7-2
.0., EFOBI. "Influencing Factors Of Customer Loyalty In Hotels In Nnewi North L.G.A, Anambra State." Mouau.afribary.org. Mouau.afribary.org, 18 Nov. 2022, https://repository.mouau.edu.ng/work/view/influencing-factors-of-customer-loyalty-in-hotels-in-nnewi-north-lga-anambra-state-7-2. Accessed 14 Nov. 2024.
.0., EFOBI. "Influencing Factors Of Customer Loyalty In Hotels In Nnewi North L.G.A, Anambra State.". Mouau.afribary.org, Mouau.afribary.org, 18 Nov. 2022. Web. 14 Nov. 2024. < https://repository.mouau.edu.ng/work/view/influencing-factors-of-customer-loyalty-in-hotels-in-nnewi-north-lga-anambra-state-7-2 >.
.0., EFOBI. "Influencing Factors Of Customer Loyalty In Hotels In Nnewi North L.G.A, Anambra State." Mouau.afribary.org (2022). Accessed 14 Nov. 2024. https://repository.mouau.edu.ng/work/view/influencing-factors-of-customer-loyalty-in-hotels-in-nnewi-north-lga-anambra-state-7-2