Abstract
The hospitality industry performs a significant role in promoting the development of a country’s economy. It is seen as the leading huge revenue earner in the service industry. This study is designed to establish the responsibility of customer product identification in mediating the link between service quality and customer loyalty of hotels in Plateau State. The research adopted a quantitative technique, and data were collected through a survey technique and then analyzed using SPSS. SPSS version 23 was used to determine the potency of the developed variables of the investigation, while the same analytical tool was also utilized to assess the validity and reliability of the variables. Based on the findings of this current study, all proposed hypotheses were proven significant. The finding buttresses the significance of service quality in enhancing customers’ loyalty and brand identification, similarly, customer brand identification correlates significantly with customer brand loyalty. The study also revealed that customer brand identification mediated the link between service quality and client loyalty in the hotel industry in Plateau State. Centered on the outcomes of this investigation, we conclude that perceived service quality does influence customer brand identification, which precedes customer brand loyalty in the hotel subsector. We, therefore, recommend that hotel owners must build up and employ market-oriented service tactics to ascertain customers’ desires and hopes in line to serve the customers better. Furthermore, hotel owners should evaluate service quality frequently to guarantee that they are constantly experiencing the expectations of customers, and contemplate modifying their products and services to improve brand identity and loyalty.
Highlights
The hospitality industry plays an important function in promoting to the development of a country’s economy
The characteristics of the respondents in the table1 reveals that 81% were male, while 19% were male, 25.63 were single, 58.59% were married and 15.77% are others.33.52% are within the age bracket of 41- 50, while the remaining 66.48% is shared among 20- 30 years, 31-40 years and above 50 years
The finding of this study is similar to that reported by Priyo et al (2012), who examined the relationship between service quality, customer satisfaction and loyalty in the hotel industry in Indonesia
Summary
The hospitality industry plays an important function in promoting to the development of a country’s economy. In 2015 the sector contributed about 1.260 billion US dollars, showing an increase of 4.4% of the preceding year (UNWTO, 2016). Over the years the sector has experienced an exponential increase and is seen as the leading huge revenue earner in the service industry. Due to the importance of this sector every country is striving to capture the hospitality market by providing better hotel services (Liat, Monsori, Chuan, & Imrie, 2017). As per the National Bureau of Statistics, the hospitality industry contributed 0.45% of total national goods and services value in 2010 and 2011, and 0.49 percent in 2012. The sector generated roughly 4.8 percent to Nigeria's total national production (GDP) and consumed about 1.6 percent of the country's GDP in 2016. The sector generated roughly 4.8 percent to Nigeria's total national production (GDP) and consumed about 1.6 percent of the country's GDP in 2016. (Kushal, 2017)
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