{"id":2848,"date":"2024-10-04T18:07:51","date_gmt":"2024-10-04T18:07:51","guid":{"rendered":"https:\/\/ujm.com.ng\/?p=2848"},"modified":"2024-10-04T18:41:22","modified_gmt":"2024-10-04T18:41:22","slug":"relationship-marketing-and-customers-loyalty-in-the-hospitality-industry","status":"publish","type":"post","link":"https:\/\/ujm.com.ng\/index.php\/2024\/10\/04\/relationship-marketing-and-customers-loyalty-in-the-hospitality-industry\/","title":{"rendered":"Relationship Marketing and Customers\u2019 Loyalty in the Hospitality Industry"},"content":{"rendered":"\n

JATAU Babuji Ibrahim1<\/sup>*, MANI Umma A. U. Ph.D.2<\/sup>,
& KWAJAFFA Bitrus Fulani Ph.D.<\/sup>3<\/strong>
Department of Marketing,
Faculty of Management Sciences,
University of Maiduguri, Borno State, Nigeria.
*For Correspondence, email: jatauibrahim@unimaid.edu.ng<\/p>\n\n\n\n

Abstract<\/strong>
This study therefore seeks to investigate the impact relationship marketing tactics comprising of, trust, commitment, customer satisfaction and service quality on customers’ loyalty in the Nigerian hospitality industry. The study adopted a survey design using convenience sample in selecting 201 hotel guests in Kano State of Nigeria. The survey questionnaires were analysed using the statistical software SPSS version 21. Correlation and regression analysis were employed to measure relationships and contributions among the dependent and independent variables. The result shoved a positive significant relationship between commitment on customers\u2018 loyalty whereas trust as well as customer satisfaction did not show much significant relationship with customer loyalty. Based on the findings, it is therefore recommended that hotel industry managers should adopt pricing strategy and discount incentives as a means of achieving customer loyalty and also provide consistent, reliable and dependable service to customers.<\/p>\n\n\n\n

Keywords:<\/strong> Relationship Marketing, Trust, Commitment, Customer Satisfaction Service Quality<\/p>\n\n\n\n

<\/p>\n\n\n\n

DONLOAD FULL ARTICE IN PDF<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

JATAU Babuji Ibrahim1*, MANI Umma A. U. Ph.D.2,& KWAJAFFA Bitrus Fulani Ph.D.3Department of Marketing,Faculty of […]<\/p>\n","protected":false},"author":1,"featured_media":2852,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[151],"tags":[103],"class_list":["post-2848","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-relationship-marketing","tag-marketing"],"aioseo_notices":[],"yoast_head":"\nRelationship Marketing and Customers\u2019 Loyalty in the Hospitality Industry - Uniben Journal of Marketing<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ujm.com.ng\/index.php\/2024\/10\/04\/relationship-marketing-and-customers-loyalty-in-the-hospitality-industry\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Relationship Marketing and Customers\u2019 Loyalty in the Hospitality Industry - Uniben Journal of Marketing\" \/>\n<meta property=\"og:description\" content=\"JATAU Babuji Ibrahim1*, MANI Umma A. 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