Determinants (Security, ICT and Room Service) of Customers’ Patronage of Star-Rated Hotels in Port Harcourt, Rivers State (Published)
This study examined the determinants of customers’ patronage of star-rated hotels in Port Harcourt, Rivers State. The specific objectives, three research questions and one null hypothesis guided the study. The study adopted a descriptive survey design. The population was all the 28, 670 estimated guests at 15 selected hotels in Port Harcourt which have a minimum of 100 room capacities. A total of 377 guests (201 males and 176 females) at 15 selected hotels were selected using the convenient sampling technique. A four-point rating questionnaire was used to collect data. The data for this study were collected using the indirect contact approach with the help of the hotels’ receptionists after obtaining approval from the managements. Mean scores and standard deviation were used to answer the research questions while the hypothesis was analyzed using a one-way or factorial ANOVA at 0.05 level of significance. Major findings are that security is paramount for hotel customers’ choice, and a major determinant for patronage of large hotels; the presence of security personnel was not accepted as a determinant of customers’ patronage of star hotels; functional and active ICT systems are an expectation and determinant of customers’ patronage of star hotels. The total mean scores indicate that quality room service is an expectation of customers from large hotels, and a prerequisite for patronage. Clean public areas like corridors were not an expectation to determine patronage; the presence of quality facilities in star hotels is a determinant of patronage by prospective customers for large hotels. The F-statistic of 23.99, and the p-value of 0.000004 implied that these three variables (security concerns, ICT expectations, and room service expectations) are significant determinants of customers’ patronage of star-rated hotels in Port Harcourt. The study recommended the need for collaboration with industry stakeholders and local authorities to ensure that security, ICT advancements, and service standards align with global best practices. The study concluded that for star hotel managers to win and retain patronage and loyalty of customers and potential customers, there is utmost need for an examination of this study’s reports.
Keywords: Customer patronage, Hotels, ICT, Security, room service