Volume 61, Issue 337, January - April 2025

Correlation depiction on how service quality effects customer patronage of eatery centers and hotels in Nigeria

Akalazu Emmanuel Chinonye¹, Otika Udoka Stephen¹, Egu Anthony Onuoha²

¹Department of Marketing, University of Agriculture and Environmental Sciences, Umuagwo, Imo State, Nigeria
²Department of Marketing Federal Polytechnic Nekede, Owerri, Nigeria

ABSTRACT

Due to increased national development objectives and the search for new market opportunities, the hospitality industry is becoming more and more globalized. In order to succeed, industry participants must develop a strong identity and promote a reputable brand. Merely attracting new consumers is insufficient to maintain profitability; instead, significant efforts must be made to retain current clients by putting in place efficient customer satisfaction procedures. In order to sustain profitability, it is inadequate to merely attract new clientele; rather, substantial efforts must be directed towards the retention of existing customers through the implementation of effective customer satisfaction policies. This research concentrated on the service quality and customer patronage within dining establishments and hospitality services in Aba, Abia State, utilizing Terminus Hotels and Crunchies Fried Chicken as primary case studies. The investigation was conducted to ascertain the degree to which service quality can positively influence customer purchasing behavior and patronage. The study employed a framework that included four distinct research goals, as well as related research questions and hypotheses. To make data collecting easier, a survey methodology was used, employing a carefully designed questionnaire. Descriptive statistics, including frequencies, mean values, and standard deviations, were used to analyze the collected data. Additionally, using the Statistical Package for Social Sciences (SPSS) version 21, the hypotheses were assessed using correlation coefficients. The results showed that responsiveness has a big impact on customer loyalty and that dependability greatly adds to consumer pleasure and patronage. According to the study, in order to be competitive in the hospitality sector, businesses must continuously maintain their responsiveness and dependability, among other SERVQUAL attributes.

Keywords: Hospitality Industry, Customer Satisfaction, Patronage, Service Quality

Discovery, 2025, 61, e12d1541

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DOI: https://doi.org/10.54905/disssi.v61i337.e12d1541

Published: 07 March 2025