Investigating Customer Satisfaction And Customer Retention Factors In Luxury Resorts In Nigeria: a case study of Nordic Hospitality Suites

Abstract

With the ever-evolving and challenging market in Nigeria's hospitality industry, this study aims to provide a useful solution to the increasing problem of low customer patronage at Nordic Hospitality Suites. Studying this problem is very necessary because market expansion and growth demand a significant rise in competitiveness. This implies that businesses that cannot effectively compete stand a high risk of liquidation. The study adopted the case study approach in its implementation. This strategy proved suitable because it provides valuable and rich insight into a case. The qualitative research method explained why the study employed a qualitative survey questionnaire as the data collection tool to gather data from study participants. The survey questions were pilot-tested on five respondents to ensure clarity and unambiguousness. Participants for the study consisted of 20 customers of Nordic Hospitality Suites, who were selected based on purposive sampling. A thematic analysis was performed on the data collected using the semi-structured survey questions. Findings reveal that for Nordic Hospitality Suites to increase its performance in satisfying customers and retaining them, certain factors need to be in place and or improved upon. According to the findings of the study, factors such as accommodation quality, availability of facilities and amenities, enjoyable environment or atmosphere, effective and efficient communication mechanism, as well as quality customer and staff management are key factors in increasing customer satisfaction and retention at Nordic Hospitality Suites. The recommendations of the study provide useful guidelines not only for Nordic Hospitality Suites but also for all stakeholders in the luxury resort business in Nigeria.