BRAND CREDIBILITY AND BRAND LOYALTY IN UPSCALE HOTELS IN PORT HARCOURT, RIVERS STATE, NIGERIA

Abstract

The study investigated the direct effect of brand credibility onbrand loyalty in upscale hotels in Port Harcourt, Rivers State, Nigeria. The survey research design generated data from 246 hotel guests sampled in ten upscale hotels in Port Harcourt. The study used awell structured questionnaire with 16 scale items, in addition to five demographic items. The statistical result from the inferential analysisfrom two hypothesised relationships with the aid of SPSS revealed that brand loyalty in terms of repeat patronage and word of mouth communication towards the upscale hotels is driven by brand credibility. Thus, the results showed that brand credibility had positive significant effect on repeat patronage and word of mouth communication respectively. Entrepreneurs/managers operating upscale hotels in the hospitality industry are expected to build capabilities in brand credibility through right selection process, training and development to enable employees deliver quality service to guests. Academic and professional implications are provided.