Relationship Marketing and Customers’ Revisit Intention to Hotels in Calabar, Cross River State (Published)
This study focused on relationship marketing and customers’ revisit intention to hotels in Calabar, Cross River State. The objective was to investigate the impact of variables such as customer loyalty, customer service, trust establishment, communication, and quality service provision on customers’ likelihood to revisit hotels. The study used a cross-sectional survey as its research approach. Primary data was collected from 276 hotel patrons in Calabar using a structured questionnaire. Descriptive statistics were used to analyze and comprehend the data in SPSS 23, while multiple linear regression was used to assess the hypotheses. The study revealed that hotels in Calabar had a higher likelihood of customer retention when they placed a strong emphasis on customer loyalty, attentiveness, reliability, effective communication, and exceptional service. As a result, the investigation indicated, among other findings: Hotels can enhance customer commitment and increase revisit intention by personalizing guest experiences, offering exclusive loyalty rewards, and consistently seeking and incorporating customer feedback to individual preferences. To foster trust and encourage customer repeat patronage, and respond promptly to customers’ inquiries, thereby fostering positive engagements that encourage repeat visits
Keywords: Commitment, Customer Care, Relationship Marketing, Service Quality, customer communication, revisit intention