CUSTOMER PERCEIVED VALUE ADOPTION AND MARKETING PERFORMANCE OF LUXURY HOTELS IN PORT HARCOURT

Abstract

This study evaluated the extent of relationship between customer perceived value adoption and marketing performance of luxury hotels in Port Harcourt. The study adopted the descriptive survey research design. The population of the study comprised of registered luxury ten hotels in Port Harcourt for a period of 7 days (691). The sample size was 253 while the sampling techniques was random sampling. The instrument used for the study was a self-structured Consumer Perceived Value Questionnaire (CPVQ). Descriptive statistics was used to answer the research questions while Pearson’s Product Moment correlation coefficient was used to test the hypotheses. The result showed that the quality of products used and services rendered in the luxury hotel in Port-Harcourt influenced the guest satisfaction and equally increased the market share efficiency, that the quality of products used and services rendered in a hotel in Port-Harcourt can retain the guest and increase the rate of turnover, that the hotel guest reacts negatively to high prices of room, food, and drink which may not guarantee satisfaction as well as increase market share efficiency in Port-Harcourt, that the hotel guest reacts negatively to high prices of room, food, and drink which will not guarantee guest retention and decease the rate of turnover and the customers perceived value influence positively on the hotel marketing performance in Port-Harcourt. Therefore, it was concluded that Customer perceived value adoption influenced positively on the marketing performance of luxury hotels in Port-Harcourt. It was recommended that Hotel managers should always investigate reasons for negative factor that lead to dissatisfied guests and improve their current service to meet guest’s needs and expectations. The Managers should constantly adjust on those factors in order to be able to provide its guests with the best values and also state the significant dimensions to lay more emphasis on to enhance service quality leading increasing level of customer satisfaction, retention and increased the market share efficiency