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Article Title:
A Critical Assessment Of Some Determinant Factors Of Loyalty Among Hotel Guests In Awka, South East, Nigeria
by Oganezi Bethel Udokah, Emeali Chris and Achilike, Nicholas, I. Ph.D

Abstract:
Hospitality industry in Nigeria has grown quite tremendously over time, contributing significantly to the national economy. This has made it apt to evaluate the determinants of loyalty of hotel guests who are at the receiving end of these hotel services. The study evaluates determinant factors of loyalty among hotel guests in Awka, South East, Nigeria. The research which applied equity theory of social psychology is a survey with data collected from customers of ten hotels. 407 copies of questionnaire were distributed and 400 were collected. Data was subjected to inferential-statistic using correlation and regression analyses with the aid of SPSS version 21. Preliminary analyses were conducted to ensure no violation of normality, linearity and homoscedasticity. The correlation coefficient was done to measure the extent to which the variables are associated. It also measured the strength and direction of their association. Result shows that the variables were associated, positively directed and the strength of the linearity was also significant. The study concluded that these predictor variables; security, quality of infrastructure, and prices of hotel services, have direct influence on guest loyalty. The study recommends that hotel establishments should consider issue of security of guests as well as their confidentiality as sacrosanct and should be treated as such without compromise of any sort. They should not rely on regular state police. Hotel managements must continuously improve on the standard of their facilities, as well as keep the price of services moderately affordable.

Keywords: Loyalty; Hotel Service; Tourism; Security; Customer Patronage; Infrastructure

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