ABSTRACT

This study examined the influence of service quality strategies on customer patronage of hotels in Umuahia Metropolis, Abia State. The research was necessitated by the growing shift in customer expectations in the hospitality industry, where traditional service quality dimensions such as tangibles, reliability, responsiveness, assurance, and empathy are no longer sufficient. Emerging service demands such as technological integration, environmental sustainability, authenticity, and personalization now play a critical role in determining guest satisfaction and loyalty. The study adopted a survey research design, using a structured questionnaire administered to 251 hotel guests selected through convenience sampling. Data were analyzed using descriptive statistics and correlation analysis. Findings revealed that physical appearance, technological integration, consistency, and personalization each have a significant positive influence on customer patronage. Specifically, attractive hotel aesthetics, seamless technological services, reliable and consistent service delivery, and tailored guest experiences were identified as strong determinants of repeat visits and positive recommendations. The study concludes that service quality strategies are essential for sustaining competitiveness in the hotel sector of Umuahia. It recommends that hotel managers invest in physical appearance, adopt modern technologies, maintain consistent service delivery, and implement personalization strategies through customer relationship management tools. These measures will enhance customer satisfaction, loyalty, and overall patronage.