SERVICE QUALITY DIMENSIONS AND CUSTOMER LOYALTY TO HOTELS IN ENUGU METROPOLIS: A STUDY OF NIKE LAKE RESORT

Egele Aja Ebeke (), Arisi-Nwugballa Emmanuel A. (), Eke Chijioke Cyril () and Agha Nancy ()
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Egele Aja Ebeke: Department of Marketing, Postal: Ebonyi State University, Abakaliki, Nigeria,, https://jted.citn.org/
Arisi-Nwugballa Emmanuel A.: Department of Business Management and Entrepreneurship, Postal: Ebonyi State University, Abakaliki, Nigeria,, https://jted.citn.org/
Eke Chijioke Cyril: Department of Marketing, Postal: Institute of Management and Technology, Enugu, Nigeria,, https://jted.citn.org/
Agha Nancy: Department of Business Management and Entrepreneurship, Postal: Ebonyi State University, Abakaliki, Nigeria,, https://jted.citn.org/

Journal of Taxation and Economic Development, 2023, vol. 22, issue 2, 32-50

Abstract: This study investigated the effect of service quality dimensions on customer loyalty to hotels in Enugu metropolis: A study of Nike Lake Resort, with a specific focus on whether its dimensions (responsiveness, assurance, tangibility, empathy, and reliability) have significant effect on customer loyalty. Descriptive survey research was adopted. Data were collected using a well- structured thirty (30) item questionnaire. Cochran formula for infinite population (customers of Nike Lake Resort) was used to select a sample size of 384. Descriptive (mean and standard deviation) and inferential statistics (multiple linear regression) were used to establish the effect of service quality dimensions on customer loyalty. Results show that all five service quality dimensions have significant positive effect on customer loyalty. Managerial implications of the findings go beyond the provision of a cosy and secured environment that makes hotel customers comfortable and relaxed. Hotel management should refine their recruitment and selection processes to enable them to attract employees with adequate skills and dispositions and to expose staff to regular training and retraining programmes. Finally, staff remunerations and welfare should be regularly improved, in order to motivate them to consistently deliver high level service quality to customers.

Keywords: Service Quality; Customer Loyalty; Hotels. (search for similar items in EconPapers)
JEL-codes: M14 (search for similar items in EconPapers)
Date: 2023
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