SERVICE CONVENIENCE AND CUSTOMER PATRONAGE OF SELECTED HOTELS IN ASABA, DELTA STATE

Abstract

This study examines the relationship between service convenience dimensions; ease of access, transaction convenience, and benefit convenience and customer patronage. The research was conducted to understand how convenience-related factors influence customer behaviour in service delivery contexts. A quantitative research design was adopted, and data were collected through structured questionnaires administered to customers. Statistical analysis was carried out using regression techniques to determine the strength and significance of the relationships between the variables. The results revealed that ease of access has a significant positive relationship with customer patronage, indicating that location and accessibility play a crucial role in attracting and retaining customers. Similarly, transaction convenience was found to significantly enhance customer patronage by simplifying and speeding up service processes. Benefit convenience also demonstrated a significant relationship with patronage, highlighting the importance of timely and efficient service delivery. The study concludes that service convenience is a strategic driver of customer patronage. It recommends that service firms improve accessibility, streamline transactions, and ensure efficient benefit delivery to enhance customer satisfaction and loyalty. These findings contribute to the growing body of knowledge on service convenience and offer practical insights for managers seeking to strengthen customer relationships in competitive service environments.