ENTREPRENEURIAL MARKETING CAPABILITIES AND CUSTOMER RETENTION OF LUXURY HOTELS IN PORT HARCOURT.

Abstract

This study empirically investigates the relationship between entrepreneurial marketing capabilities—specifically value creation, and learning capabilities—on customer retention in luxury hotels in Port Harcourt. Emphasizing the dimensions of repeat patronage and referral behaviors, the study aims to understand how these marketing capabilities foster long-term customer loyalty in a competitive hospitality environment. The study had four (4) objectives, four (4) research question and four (4) hypotheses that were analyzed base on the responses provided by the respondents. The study adopted the descriptive research survey to describe the characteristics of respondents. The population of this study comprised of 30 luxury hotels in Port Harcourt. In line with the population of the study which is 30 luxury hotels, the study adopted a census approach and studied the entire 30 luxury hotels with a focus on the staff. The judgmental sampling technique was adopted to reach out to the study elements. The Structured questionnaire was employed as data collection instrument. The questionnaire was structured using the 5 point Likert scale. . Spearman’s (rho) correlation was used to analyze the relationship between independent and dependent variables at P>0.01 (two - tailed test). Partial correlation was employed to test the moderating variable and independent and dependent variables as well. The findings reveal a strong positive correlation between entrepreneurial marketing capabilities and customer retention. The study concludes that entrepreneurial marketing capabilities—value creation and learning capability—have a significant positive impact on customer retention in luxury hotels in Port Harcourt. This research contributes to the field by providing insights specific to the hospitality industry in Port Harcourt. This study recommends that  hotels should engage in market research to identify shifts in consumer demand and adapt their offerings accordingly and invest in exclusive service offerings that resonate with luxury experiences, as this will drive both repeat patronage and new sales volume.