IIARD International Institute of Academic Research and Development

JOURNAL OF HOTEL MANAGEMENT AND TOURISM RESEARCH. (JHMTR )

E- ISSN 2756-5807
P- ISSN 2695-2408
VOL. 5 NO. 1 2024
DOI: https://doi.org/10.56201/jhmtr.v5.no1.2024.pg13.22

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Customers Value Creation and Patronage of Hotels in Akwa Ibom State

Chris O. Eromosele, Ayandele, Isaac Ayayinka, Obialor, Donatus Chukwuemeka

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Abstract

Creation of customer value and building profitable relationships entail understanding consumer needs and wants, deciding which target markets organization can serve best and develop a compelling value proposition by which organization can attract, keep and grow the business. The study was conducted to assess the effect of customers value creation on patronage of hotels in Akwa Ibom State. The study employed the population proportion approach to determine a sample size of 819 and used the multiple regression for data analysis. Findings revealed that customer satisfaction and quality of service have significant positive effects in hotel patronage in Akwa Ibom State. It was recommended that the management of hotels in Akwa Ibom State should promote good working environment to promote and enhance satisfaction of customers. The researchers concluded that value creation have significant positive effect on hotel patronage in Akwa Ibom State.

keywords:

Customer, Value, Patronage, Satisfaction, Quality

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References:

Anyanwu. A. V. (2000). Research Methodology in Business and Social Sciences. Canun
Publishers Nig. Ltd.

Berry. L. L. (2010). Cultivating Service Brand Equity. Journal of the Academy of Marketing
Science, 28 (1), 128-137.

Dominici. G. & Guzzo. R. (2010). Customer Satisfaction in the hotel industry. A case study of
Sicily. International Journal of Marketing Study, 2 (2), 3-12.

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