HOTEL BRAND ATTRIBUTES AND GUEST SATISFACTION: EVIDENCE FROM NIGERIA

Abstract

The study examined the effect of hotel brand attributes (perceived service quality and brand personality) on guest satisfaction in the hospitality industry in a university community in the garden city of Port Harcourt, Rivers State, Nigeria. The descriptive survey research gathered data from 150 guests who patronised the five hotels selected for the study. A well-structured questionnaire containing 23 items, with five demographic items was used to generate primary data from the respondents. To validate the hypotheses, inferential statistics was conducted with the help of SPSS. The result of the inferential statistical analysis showed that,the two brand attributes individually had direct positive significant effect on brand loyalty, while brand loyalty also had direct positive effect on brand advocacy. To enhance positive behavioural intentions by guests towards hotels through guest satisfaction, hotel owners/managers are expected to develop capabilities in quality service delivery and customer experience management in terms of humanising some aspects of their offerings.