Does Customer Expectation Affect Customer Experience? - Evidence from Nigerian Hospitality Industry
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Date
2026-06-10
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Journal ISSN
Volume Title
Publisher
ASEAN Marketing Journal, A Publication of Management Research Center, Department of Management, Faculty of Economics, Universitas Indonesia
Abstract
Manuscript type: Research Article.
Research Aims: Examined the impact of consumer expectations on customer experience in selected hotels and hospitality businesses in Offa and Ilorin, Kwara State, Nigeria.
Design/methodology/approach: The study employed a quantitative research approach; the study utilized a survey method to gather primary data through questionnaires. The sample size was determined using the Godden (2004) model, resulting in a total of 246 participants, 150 questionnaires were finally retrieved and inputted for data analysis after the shorting out of wrongly filled and deduction of unretrieved copies of the questionnaires. Analysis was performed on 150 completed questionnaires using standard multiple regression through SPSS.
Research Findings: The findings revealed a positive and significant relationship between emotional connection and service reliability as factors influencing customer expectations (β = 0.192, t = 2.529, p = .012; β = 0.253, t = 3.502, p = .001). The results suggest that customer expectations are a crucial determinant of hotel customers’ needs, and effective management of these expectations can enhance customer experience by influencing purchasing behavior.
Theoretical Contribution/Originality: This study was supported by the expectancy theory of customer satisfaction. The fitness of the supporting theory is affixed on the fact that the theory elucidated the concept of customer expectation intensely by explaining the experience that ensues as a result of associating services performance against expectations which serves as a good consideration on whether to build loyalty or not.
Practitioner/Policy Implication: Hotel service providers need to prioritize strategies to better understand and analyze the wants and expectations of their customers to foster loyalty.
Research limitation/Implications: The unhelpful attitude of some respondents in collecting the questionnaire and even some of those who collected either failed to fill it correctly or refuse to return the questionnaire when needed for collection.
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Citation
Adebayo, A. A. & Salau, A. A. (2026). Does Customer Expectation Affect Customer Experience? - Evidence From Nigerian Hospitality Industry. ASEAN Marketing Journal, A Publication of Management Research Center, Department of Management, Faculty of Economics, Universitas Indonesia, 18(1), 1-15