SERVICE QUALITY AND CUSTOMER SATISFACTION OF FIVE STAR HOTELS IN PORTHARCOURT, RIVERS STATE, NIGERIA

Abstract

The purpose of this study was to investigate the relationship between service quality and satisfaction of customers of 5-star hotels in Port Harcourt. The objectives of the study were to ascertain the extent to which service quality relates with loyalty and retention of customers of 5-star hotels in Port Harcourt. Customer loyalty and retention are measures of customer satisfaction. Based on these variables, two null hypotheses were tested in order to achieve the objectives and purpose of this study. The population of this study comprised customers of 5-star hotels in Port Harcourt. However, a sample size of 417 customers was drawn from the population who constituted the respondents of the study. A semi-structured questionnaire designed in Likert five-point scale ranging from very low extent to very high extent was used to collect data from the target respondents. Reliability and validity of the research questionnaire was determined through Cronbach’s Alpha Reliability Test and Exploratory Factor Analysis respectively. Pearson Product Moment Correlation (PPMC) was used to test the two null hypotheses with a critical value of 0.01, and the hypotheses were tested with the help of Statistical Package for Social Sciences (SPSS), version 24.0. Results of the hypotheses indicated that service quality relates positively and significantly with loyalty and retention of customers of 5-star hotels in Port Harcourt. Based on these findings the study concluded that there is a significant and positive relationship between service quality and satisfaction of customers of 5-star hotels in Port Harcourt. Therefore, the   authors recommended that 5-star hotels in Port Harcourt should improve the quality of their services in order to satisfy their customers and get them retained and loyal to their organizations.