CUSTOMER SATISFACTION AND LOYALTY IN MEDIUM SIZED HOTELS IN (ONDO STATE) SOUTH WEST, NIGERIA
Keywords:
Customer Satisfaction, Loyalty, Hotels, Service QualityAbstract
In today's world, customer loyalty and satisfaction are crucial factors in the success of any company. So, employing hotels in Ondo town, Owo, and Okitipupa as subject regions, this study concentrated on customer satisfaction and loyalty in medium-sized hotels in Ondo State. With better customer service, hotels can satisfy their patrons and gain their loyalty. This is the goal of the study. Based on its political, cultural, and geographic borders, Ondo State was divided into three strata. The consumers that were administered were chosen by convenient and accidental sampling methods. Questionnaires were adopted as the data gathering tool, and respondents correctly completed them. According to the study, the majority of respondents (64%, 84%, 77.7%) were men who were 25 years of age or older, and 64.5%, 66.15%, and 46.7% of them worked for themselves in each area. The majority of responders identified as Christians, and 22.6%, 21%, and 22.2% of them said they would be staying for five to ten days. This study demonstrates that the five dimensions—tangible, reliable, assured, responsive, and empathic—that comprise the determinants influencing customer satisfaction were assessed using the Linkert scale. The study also showed that a hotel's ability to provide high-quality service to its patrons is crucial since happy guests are more likely to make repeat purchases and refer others. The results of this study demonstrate a significant relationship between customer loyalty and satisfaction. Customers who are happy with the experience will return, refer guests to the hotels, and spread information about their outstanding service. To suit the expectations of their consumers, hotel owners ought to improve the quality of their products and services, employ professionals, up-skill and re-skill their staff with the trend in the future of the hospitality industry appropriately, and recall that only guests who are satisfied will remain guest customers.
References
Abdullah, N.N. (2019). Investigating research and development cost and profitability of industries. Journal of Organizational Behavior Research, 4(S2), 1–14.
Alarape, A.A., Ijose, O.A., & Ayodele, I.A. (2017). Assessing the relationship between socioeconomic factors of bushmeat consumers and pattern of consumption in Owo, Ondo State, Nigeria. Nigeria Journal of Wildlife Management, 1(1), 128–136.
Ali, B.J., & Anwar, G. (2021). Marketing strategy: Pricing strategies and its influence on consumer purchasing decision. International Journal of Rural Development, Environmental and Health Research, 5(2), 26–39.
Ali, B.J., Bayar, G., Baban, J.O., Shahla, A.A., Nechirwan, B.I., Pshdar, A.H., Hassan, M.A., Bawan, Y.S., Sarhang, S., & Govand, A. (2021). Hotel service quality: The impact of service quality on customer satisfaction in hospitality. International Journal of Engineering, Business and Management, 5(3), 1–10. https://doi.org/10.37391/IJEBM
Ajani, F., & Kalu, J. E. (2017). Economy diversification: A potent tool for tourism development in Nigeria. International Journal of Science and Technology, 6(2), 94–114.
Al-Msallam, S. (2015). Customer satisfaction and brand loyalty in the hotel industry. European Scientific Journal, 1, 232–245. https://doi.org/10.19044/esj
Amber, K., Arlene, H., & Audrey, E. (2022). Dimensions and implementation of service quality: Ensuring good and quality service. Journal of Service Quality Studies, 10(1), 45–67.
Anwar, K. (2017). Analyzing the conceptual model of service quality and its relationship with guests’ satisfaction: A study of hotels in Erbil. The International Journal of Accounting and Business Society, 25(2), 1–16.
Assaker, G. (2020). Examining an integrated model of green image, perceived quality, satisfaction, trust, and loyalty in upscale hotels. Journal of Hospitality, Marketing & Management, 29(8), 934–955. https://doi.org/10.1080/19368623.2020.1751378
Becerra, M., Santaló, J., & Silva, R. (2013). Being better vs. being different: Differentiation, competition, and pricing strategies in the Spanish hotel industry. Tourism Management, 34, 71–79. https://doi.org/10.1016/j.tourman.2012.03.014
Chuan, G. C., Imrie, B. C., & Mansori, S. (2018). Service recovery, customer satisfaction, and loyalty in the hotel industry. International Journal of Quality and Service Sciences, 4(2), 32–51. https://doi.org/10.1108/IJQSS-09-2017-0081
Danish, R. (2018). The impact of service quality and service value on customer satisfaction through customer bonding: Evidence from the telecommunication sector. European Online Journal of Natural and Social Sciences: Proceedings, 7(1), 34–49.
Dzeagu-Kudjodji, J., Adjibolosco, S. V., & Otoo, D. (2019). Promoting indigenous dishes in luxurious hotels in the hospitality industry: The case of three selected hotels in the Accra metropolis. European Journal of Research and Reflection in Management Science, 7(4), 1–28.
Djelloul, C., & Abderrezak, B. (2019). The impact of customer satisfaction on their loyalty with the existence of trust and commitment as intermediate variables. Marketing and Management Studies, 8(3), 12–24. https://doi.org/10.5923/j.mm20150501.01
Durmaz, Y., & Dağ, K. (2021). Consumption, consumer behavior, and new habits acquired by consumers as a result of COVID-19 measures. International Journal of Research - Granthaalayah, 9(7), 318–328. https://doi.org/10.29121/granthaalayah.v9.i7.2021.4111318
El-Adly, M. I. (2018). Modeling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 45, 70–79. https://doi.org/10.1016/j.jretconser.2018.07.007
Faraj, K. M., Faeq, D. K., Abdulla, D. F., Ali, B. J., & Sadq, Z. M. (2021). Total quality management and hotel employee creative performance: The mediation role of job embeddedness. Journal of Contemporary Issues in Business and Government, 27(1), 134–151.
Farooq, M., & Salam, M. (2018). Impact of service quality on customer satisfaction in airlines: A PLS-SEM approach. Journal of Air Transport Management, 67, 169–180. https://doi.org/10.1016/j.jairtraman.2018.01.001
Osuoha, I. J., Akinmoyede, B. F., Aina, S. O. F., & Nnamdi, S. C. (2024). Tourism: A tool for recreational activity in oyo state-Nigeria: A case study of Ado Awaye-Suspended Lake. Global Research Journal of Management and Social Sciences (GRJMSS), 15(12), 13–27. https://doi.org/10.5281/zenodo.14615265
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 European Journal of Marketing and Management Sciences
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
