SERVICE QUALITY MANAGEMENT PRACTICES AND CUSTOMER RETENTION IN SELECTED LUXURY HOTELS IN WUKARI, TARABA STATE

Abstract

This study explored service quality management (SQM) practices on customer retention in luxury hotels in Wukari, Nigeria. Specifically, the study examined the effect of tangibility, reliability, re-sponsiveness, empathy and assurance on customer retention in luxury hotels in Wukari. A survey of 384 customers from five luxury hotels in Wukari was conducted, and multiple linear regression analysis was used to examine the relationship between SQM practices (tangibles, reliability, re-sponsiveness, empathy, and assurance) and customer retention. The findings indicate that all SQM practices significantly affect customer retention, with reliability exerting the greatest influence, fol-lowed by responsiveness; assurance; tangibility and empathy. The study concludes that luxury ho-tels in Wukari should focus on enhancing SQM practices, particularly in areas of reliability and responsiveness, to improve customer retention and foster loyalty. The study recommends that luxu-ry hotels in Wukari should prioritize enhancing their physical facilities and amenities to ensure cus-tomer loyalty and retention and hotels should focus on consistently delivering dependable quality services, such as timely check-ins/check-outs and reliable room services. This approach is expected to lead to a significant boost in customer retention, driving repeat business and contributing to overall business success.