CONSUMERISM AND BRAND PERFORMANCE IN THE HOTEL INDUSTRY IN BAYELSA STATE

Abstract

Consumer complaints are part of business because they have positive effects for the organization and their products, through which business and organizations are made aware of the wrongs spotted out by the consumers. Consumerism aims to safeguard the right of consumers from the negative practices of producers such as unsafe product, ordeal, deceptive packaging, and incorrect weight. It is believed that as organization plan a coordinated sets of product to serve their target customer need and want they will derive profit through creating customer satisfaction hence, the key to achieving a brand objective is centered on an organization been more effective in valid creation and delivery to its chosen target market, as well as, ensuring that customer complaint is swiftly and responsibly handled. Hence, this paper aims to show the relationship that exists between consumerism and brand performance, and to proffer solutions that will promote this correlation and enhance customer service delivery in the hospitality industry. To this end the general objective of this paper is to examine the effect of consumerism and brand performance in the hospitality industry in Bayelsa state. To achieve this, structured questionnaires were developed and distributed to selected customers in one of the most promising hotels in Bayelsa state. The data collected was analyzed and conclusion was adequately drawn. Among others it was suggested that Organizations should establish a division of consumer affairs to participate and represent consumers in all corporate decisions; respond to consumer inquiries and complaints; inform and educate the consumers. The department shall also be concerned with monitoring consumer satisfaction with company products, predicting and detecting areas of consumer discontent and representing consumers and other social interest in corporate policy-making.