RELATIONSHIP INVESTMENT AND CUSTOMER LOYALTY OF SELECTED HOTELS IN RIVERS STATE

Abstract

Relationship in a normal life situation is very important in terms of the mutual benefits that participants obtain out of its practice; the same applies in businesses. Therefore, the paper focused on empirical evaluation of the effect of relationship investment on customer loyalty of selected star Hotels in Rivers State. The paper adopted the cross-sectional survey method in its approach. A five-point scale questionnaire was used to sample one hundred and twenty (140) employees of the Hotels. Upon retrieval and data clean-up, one hundred and seven (107) were found usable for the analysis. A multiple regression analytical tool was used for the analysis. The results showed a positive relationship among the variables respectively. The study concluded that relationship investment influences customer loyalty of selected Hotels in Rivers State. Among others, it was suggested that Hotel’s managers should pay keen attention to factors that assists in building relationships.