PERCEPTION OF SERVICE QUALITY AND ITS IMPACT ON CUSTOMER LOYALTY IN SELECTED HOTEL IN KWARA STATE, NIGERIA
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Date
2024-12
Journal Title
Journal ISSN
Volume Title
Publisher
Journal of Institutional Catering, Hospitality and Tourism Management
Abstract
This study examines guest perceptions of service quality and its impact on customer loyalty in hotels.
The primary aim is to explore the factors shaping guest perception of service quality, investigate the
correlation between guest satisfaction and customer loyalty, and identify actionable insights for service
quality improvement. Utilizing a quantitative research methodology, data was collected through
structured questionnaires administered to hotel guests at Sinclair hotel, focusing on various service
quality dimensions such as physical facilities, staff competence, and promptness of service. The study
adopted Sinclair Hotel, Ilorin, as its case study. The findings reveal significant correlations between
six out of seven service quality indicators and guest perception, indicating the crucial role of these
factors in shaping overall guest satisfaction. Notably, "confidence in the knowledge and competence of
the hotel staff" did not significantly correlate with guest perception, suggesting other service
dimensions might be more influential in the selected hotels. Furthermore, the study confirms that guest
satisfaction significantly influences customer loyalty, with strong correlations between satisfaction
levels and loyalty indicators such as the likelihood to recommend and intention to revisit.
Description
This study examines guest perceptions of service quality and its impact on customer loyalty in hotels.
The primary aim is to explore the factors shaping guest perception of service quality, investigate the
correlation between guest satisfaction and customer loyalty, and identify actionable insights for service
quality improvement. Utilizing a quantitative research methodology, data was collected through
structured questionnaires administered to hotel guests at Sinclair hotel, focusing on various service
quality dimensions such as physical facilities, staff competence, and promptness of service. The study
adopted Sinclair Hotel, Ilorin, as its case study. The findings reveal significant correlations between
six out of seven service quality indicators and guest perception, indicating the crucial role of these
factors in shaping overall guest satisfaction. Notably, "confidence in the knowledge and competence of
the hotel staff" did not significantly correlate with guest perception, suggesting other service
dimensions might be more influential in the selected hotels. Furthermore, the study confirms that guest
satisfaction significantly influences customer loyalty, with strong correlations between satisfaction
levels and loyalty indicators such as the likelihood to recommend and intention to revisit.
Keywords
Citation
Bashiru A. A., Folorunso O. S. and Odetundun O.