Effect of Service Quality on Customer Retention of Hotel Businesses in Taraba State, Nigeria

Authors

  • Atogye, Tsokwa Wunuji Department of Business Administration
  • Agyo, Atswenbuma
  • Timothy Fanya
  • John Fumba

Keywords:

Service Quality, Customer Retention, SERQUAL Model, Hotel Business

Abstract

The purpose of this study was to determine the effect of service quality on customer retention in hotel business in Wukari, Taraba State Nigeria. The effect of three proxies of service quality: tangibility, employees’ responsiveness and service assurance on customer retention were studied. The study adopts a quantitative approach where 388 hotel customers were surveyed using questionnaire. Multiple regression was used to test the three null hypotheses formulated for the study. The finding of the study showed that hotel service tangibility, employees’ responsiveness and service assurance given to customers affect customer retention positively and significantly. The study thus recommends that hotels should improve their physical structures, train employees to be polite in responding to customers’ needs, and build confidence in the minds of the customers so that they would always remember the hotel and patronized them.

Author Biography

Atogye, Tsokwa Wunuji, Department of Business Administration

Department of Business Administration

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Published

2023-07-21

How to Cite

Atogye, T. W., Agyo, A., Fanya, T., & Fumba, J. (2023). Effect of Service Quality on Customer Retention of Hotel Businesses in Taraba State, Nigeria. FUW-International Journal of Management and Social Sciences, 8(2), 109–125. Retrieved from https://fuw-ijmss.com.ng/index.php/fijmss/article/view/51