Hotel Customer Retention: A Study of Customers’ Perspectives in an Emerging Market
Advances in Hospitality and Leisure
ISBN: 978-1-80071-273-7, eISBN: 978-1-80071-272-0
Publication date: 26 November 2021
Abstract
The competitive nature of the hotel industry has given the impetus to practitioners and researchers to invest in Customer Retention strategies and research. Although numerous studies have investigated Customer Retention in the hotel industry, there is still uncertainty regarding Customer Retention in emerging markets. This study, therefore, adds to the existing knowledge by exploring Customer Retention in Ghana, an emerging market. The study adopted a cross-sectional survey of 873 customers of 56 hotels in four regional capitals located in the southern part of Ghana. Findings indicate that service Tangible and Reliability indirectly relates hotel Customer Retention in Ghana, an emerging market.
Keywords
Citation
Adzoyi, P.N., Blomme, R.J. and Honyenuga, B.Q. (2021), "Hotel Customer Retention: A Study of Customers’ Perspectives in an Emerging Market", Chen, J.S. (Ed.) Advances in Hospitality and Leisure (Advances in Hospitality and Leisure, Vol. 17), Emerald Publishing Limited, Leeds, pp. 21-36. https://doi.org/10.1108/S1745-354220210000017002
Publisher
:Emerald Publishing Limited
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