Customer Intelligence and Customer Repurchase Behaviour in Hotels in South-West Nigeria
Keywords:
Consumer behaviour, customer analytics, customer attrition, customer loyalty, guest expectation
Abstract
This study examined the effect of customer intelligence on customer repurchase behaviour in hotels in South-West Nigeria. The model for the research was developed on the consequent variables of the study to test the research hypotheses. A total of 1972 copies of usable questionnaires were retrieved from customers of 160 conveniently sampled midscale and luxury hotels and used for analysis. Descriptive statistics were used to analyze the demographic elements while the One-Way ANOVA was utilized to reveal the statistical relationship between customer repurchase behaviour and the customer intelligence constructs. The linear regression model was employed to test the research hypotheses to determine significant associations and relationships between the consequent variables of the study. Results showed the effectiveness of the regression model in identifying relationships between the consequent variables, in which the four null hypotheses were rejected. The study concludes that a consideration of the factors that have a significant effect on the various dimensions of customer repurchase behaviour and the emergence of customer attrition and retention can help hotel organizations make better product marketing decisions. Recommendations include that hotels should ensure that their customer analysis is directly targeted to ensure the continuous retrieval of actual information that will directly influence business decisions
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Habib, F. Q., Dardak, R.A., Zakaria, S. 2011. Consumers’ preference and consumption towards fast food: Evidences from Malaysia. Business & Management Quarterly Review 2, 14-27
Hackman C., Knowlden A. 2014. Theory of reasoned action and theory of planned behavior-based dietary interventions in adolescents and young adults: A systematic review. Adolescent Health, Medicine and Therapeutics, 5,101-114
Hair, F., Anderson, R., Tatham, R., Black, W. 2008. Multivariate data analysis (5th ed). Upper Saddle River, NJ: Prentice Hall.
Han, H., Yu, J., Koo, B., Kim, W. 2019. Triggers of patrons’ repeat purchase for hotel restaurant products. Journal of Quality Assurance in Hospitality and Tourism, 20(5), 507-527
Harbourne, D. 2015. Issues in hospitality and catering. Management Development Review, 8(1), 37-40
Harewood, S.I. 2006. Managing a hotel's perishable inventory using bid prices. International Journal of Operations & Production Management, 26(10), 1108-1122.
Hellman, C.M. 2007. Job satisfaction and intent to leave. The Journal of Social Psychology, 137(6), 677-689
Herjanto, H., Amin, M. 2020. Repurchase intention: The effect of similarity and client knowledge. International Journal of Bank Marketing, 38(6), 1351-1371.
Ho, T., Vu, T., Vu, H. 2020. Determinants influencing consumers purchasing intention for sustainable fashion: Evidence from Ho Chi Minh City. The Journal of Asian Finance, Economics and Business, 7(11), 977-986.
Hospitality-school. 2018. Classification of hotel – The only guide you need to read. Retrieved online from https://www.hospitality-school.com/hotel-classification-type/
Hosseini, R.S., Zainal, A., Sumarjan, N. 2015. The effects of service performance of hotel customers on quality of experience and brand loyalty in Iran. Social and Behavioral Sciences 201, 156-164.
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