ELECTRONIC WORD-OF-MOUTH AND CUSTOMER PURCHASE INTENTION FOR HOTEL SERVICES IN DELTA STATE, NIGERIA

Abstract

The study examined the effect of electronic word-of-mouth on customer purchase intention for hotel services in Delta state. The investigation used the cross-sectional survey research design. The study concentrated on customers of specific luxury hotels rated four and five stars in Asaba and Warri, Delta State. The total number of hotel customers in these two cities is unknown. The study used the snowball sampling technique. The sample size of 384 respondents was determined using the Cochran formula. Primary data were collected using a standardised questionnaire. Both face and content validity were used in this study to assess the validity of the research instrument. The investigation used internal consistency reliability. The collected data were analysed using descriptive statistics, namely frequencies and percentages. Pearson correlation analysis and regression analysis were used for inferential analysis. Findings showed that online reviews, brand information quality and message source credibility has significant positive relationship with customer purchase intention for hotel services. The study concluded that electronic word-of-mouth has significant positive effect on customer purchase intention for hotel services in Delta state. It was recommended amongst others that hotel managers should consistently check online review platforms for comments, respond swiftly and openly to any concerns presented by guests. Showing responsiveness can improve how the hotel is perceived.
 Keywords: Customer Purchase Intention, Electronic Word of Mouth, Hotel Services.