CUSTOMER RETENTION STRATEGIES AND MARKETING PERFORMANCE OF HOTELS IN ABIA STATE, NIGERIA
Abstract
The main objective of this study is to examine the effect of customer retention strategies on marketing performance of Hotels in Abia State of Nigeria. The researchers employed a survey research design. The population of the study comprised clients from 15 selected Hotels in Abia State. A sample size of 385 was used in the study. The study utilized convenience sampling method. A simple regression model was latter employed in testing the stated hypotheses in the study. The presentation of data and testing of hypothesis were done with the SPSS software version 25.0. Findings show that attractive pricing is a positive and significant factor affecting customer satisfaction of Hotels in Abia State of Nigeria. Customer care is a positive and significant factor affecting customer satisfaction of Hotels in Abia State of Nigeria. It was also found that complaint handling is a positive and significant factor affecting customer satisfaction of Hotels in Abia State of Nigeria. The study based on the findings concludes that customer retention strategies have positive and significant effect on marketing performance (customer satisfaction) of Hotels in Abia State of Nigeria. It was recommended that Hotel managers in Abia State of Nigeria should work towards value and price paid and the overall expectations of the customers. This will promote satisfaction to customers and increase overall marketing performance.
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Published in JOURNAL OF BUSINESS & ECONOMY
ISSN: 2808-5428
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