Relationship between Customer Satisfaction and Repeat Patronage in Bida, Niger State, Nigeria
Keywords:
Customer satisfaction, repeat patronage, hotel industry, staff performance and Nigerian hospitalityAbstract
The study investigated the correlation between customer satisfaction and repeat patronage of hotels in Bida, Nigeria, using questionnaires and descriptive statistics and regression analysis.The study found that 84.2% of customers at four hotel establishments are satisfied with their stay, with 89.8% recommending the hotel to friends and family, and 84.2% willing to pay a premium.The results indicated that hotel staff was a significant determinant of overall customer satisfaction. Courtesy and responsiveness of the hotel staff had a higher influence (Beta = 0. 441, p < 0. 001) than the knowledge and skills of the staff (Beta = 0. 195, p < 0.05). It highlights the crucial role of staff performance and service delivery in influencing customer experiences and loyalty, suggesting that hotel management should implement customer satisfaction initiatives.
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