INFLUENCE OF RELATIONSHIP MARKETING ON CUSTOMER PATRONAGE OF HOTELS IN PORT HARCOURT

Abstract

This study aimed to empirically investigate the influence of relationship marketing on customer patronage of hotels in Port Harcourt, by adopting non-experimental correlational survey design, with questionnaire as major instrument for data collection. The questionnaire was validated by marketing experts with a reliability index of 0.87 and 0.9 for both that of customers and service providers respectively, via Karl Pearson Product Moment Correlation. The study target population was the set of all the hotels in Rivers State while, the accessible population was the set of hotels registered and permitted to operate in Port Harcourt city of Rivers State. A sample of 50 hotels which satisfied the criteria for the study was selected from the accessible population of the study. Two research questions and two hypotheses guided the study, and the hypotheses tested via inferential parametric z-statistic. Results revealed that there is significant relationship between customer service and repeat visits to hotels in Port Harcourt. There is significant relationship between customer care and customer loyalty of hotels in Port Harcourt. Consequently, the following recommendations among others were made: Hoteliers should ensure that a long-term relationship is built and continued with their customers by satisfying their evolving needs via quality customer service and sometimes going beyond customers’ expectations. Emphasis should be on proactive positive customer care experience including personalized service, giving value to customers and providing additional satisfaction by building on existing relationships as to remain competitive.