Effect of Service Quality on Guest Satisfaction, Perceived Value and Customer Loyalty in Hotels in Awka, Anambra State, Nigeria

The study examined the effect of service quality on guest satisfaction in hotel in Awka Anambra state. The specific objectives of the study include to; Determine the effect of service quality on customer satisfaction in selected hotels in the study area; Determine the influence of service quality on customer satisfaction in selected hotels in the study area, Examine the influence of service quality on customer loyalty in selected hotels in the study area; Determine the effect of perceived price fairness on customer satisfaction in selected hotels in the study area; The researcher adopted primary data in getting the required information through the use of structured questionnaire. The population comprises guests, population for the customers is infinite selected hotels in Awka. The sample size of the study was 288 determined Cochran formula. In analysis the data, simple descriptive statistics such as frequencies, percentage, mean and standard deviation were used. The Study revealed that value for price, customer loyalty, customer satisfaction, increase guest purchase behavior; customer expectations are achieved and more committed to the hotel are the effect of service quality on guest perceived value in hotels. The study also revealed that application of customer loyalty, customer retention, it builds the trust of the customer, Also, Trust, Commitment, Continuous patronage, improves the daily sales of the hotel and increases referrals from the customer are among the influence of service quality on customer loyalty in hotels, Repeat purchase, Customer loyalty, Positive brand reputation, Increase sales volume, Increase profitability and market share, Competitive advantage and Increase number of patronage are the effect of perceived price fairness on customer satisfaction in hotels. The study recommends that Hotels should identify the effect of service quality strategies that will been instituted for the guest perceived value and growth of the operation, Establishment should examine the impact customer satisfaction and guest satisfaction of service quality of hotel operations to ensure an optimum of its influence on the business and revenue generated. Hotel operations should underscore the challenges encounters in implementing the effect of service quality on guest satisfaction in other to ensure its impact on the business which is the bottom line. The researcher suggests that further studies be conducted to investigate the examined the effect of service quality on guest satisfaction in hotel in Awka Anambra state.