SERVICE QUALITY AND PATRONAGE DECISION OF HOTEL GUESTS IN BIDA, NIGER STATE

¹Dr. L. L. Ifegbo and ²Ugbabe, P.

¹Department of Hospitality and Tourism Management, Imo State University, Owerri, Imo State, Nigeria

²Department of Hospitality Management, The Federal Polytechnic, Bida, Niger State, Nigeria

Email:^{*ugbabep@gmail.com}

ABSTRACT

Service quality is a subjective personal reaction and feelings that are felt by consumers when consuming a product or using a service. The researchers set out to ascertain the quality of service in the prominent departments of hotels in Bida town from guests’ perspective and how it affects their patronage decision. In carrying out this study, the researchers made use of structured questionnaires drawn to a seven-point scale. 180 of the research instruments were administered randomly to hotel guests in Bida town using convenient sampling technique. 150 of this research instruments were validly filled and returned. Analysis of the data generated indicates that from the perspective of the guests, service quality in hotels in Bida town is not satisfactory and that this has direct bearing on their patronage decision. Professionals in the field of Hospitality Management should be engaged by hotel proprietors in Bida town. This is because by virtue of their training, they understand and appreciate the importance of service quality to customer loyalty.

Keywords: Service Quality, Patronage Decision, Hotel Guests