A study of customer engagement strategies in the hospitality industry: A case study of hotels in Katsina State.
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Background of the Study: The hospitality industry, particularly the hotel sector, is highly competitive, requiring businesses to employ effective strategies to engage customers and build loyalty. In recent years, customer engagement has become a central focus for hospitality businesses as they seek to enhance guest experiences and improve their brand image (Agboola & Olokundun, 2023). In Katsina State, where the hospitality sector has witnessed steady growth, hotels are striving to adopt innovative engagement strategies to differentiate themselves from competitors and attract a diverse clientele (Ibrahim & Shehu, 2023). Effective customer engagement in the hospitality industry not only helps increase guest satisfaction but also promotes repeat business, positive word-of-mouth, and online reviews, all of which significantly impact hotel profitability and reputation.
Customer engagement strategies can range from personalized services and loyalty programs to leveraging social media platforms and mobile applications for real-time communication with guests (Ogbonna & Ameh, 2023). With the advent of digital technologies, hotels in Katsina State are beginning to explore modern engagement tools such as AI-driven chatbots, customer relationship management (CRM) systems, and targeted marketing campaigns to enhance guest interactions and satisfaction (Olawale & Kazeem, 2024). However, the effectiveness of these strategies in driving customer loyalty and improving business performance in the context of Katsina State remains an area that requires further investigation.
This study aims to explore the customer engagement strategies adopted by hotels in Katsina State and assess their impact on customer satisfaction and business performance. Understanding these strategies will provide valuable insights for hotel managers in the region to optimize their customer engagement approaches, enhance guest experiences, and improve overall competitiveness in the hospitality industry.
Statement of the Problem: The hospitality industry in Katsina State is highly competitive, with hotels struggling to establish a loyal customer base. Despite the potential benefits of customer engagement, many hotels in the region are yet to fully leverage customer-centric strategies, leading to low customer retention and suboptimal service quality (Bashir & Suleiman, 2023). Additionally, while some hotels have started to integrate digital tools and personalized services into their operations, the degree to which these strategies affect guest satisfaction and brand loyalty is unclear. Without effective engagement strategies, hotels in Katsina State may fail to retain guests, impacting long-term profitability and brand reputation.
Objectives of the Study:
1. To identify the customer engagement strategies employed by hotels in Katsina State.
2. To assess the impact of customer engagement strategies on customer satisfaction and loyalty in hotels.
3. To evaluate the relationship between customer engagement and the business performance of hotels in Katsina State.
Research Questions:
1. What customer engagement strategies are employed by hotels in Katsina State?
2. How do customer engagement strategies affect customer satisfaction and loyalty in hotels?
3. What is the impact of customer engagement on the business performance of hotels in Katsina State?
Research Hypotheses:
1. There is no significant relationship between customer engagement strategies and customer satisfaction in hotels in Katsina State.
2. Customer engagement strategies do not significantly influence customer loyalty in hotels in Katsina State.
3. Customer engagement strategies have no significant impact on the business performance of hotels in Katsina State.
Scope and Limitations of the Study: The study focuses on hotels in Katsina State, examining their customer engagement strategies and their effects on guest satisfaction and business performance. The research will cover both large and small hotels operating in the region. Limitations include the potential bias in self-reported data from hotel managers and the challenge of obtaining accurate guest feedback due to anonymity concerns.
Definitions of Terms:
• Customer Engagement: The interaction between a business and its customers that fosters a long-term relationship, often through personalized experiences, communication, and service offerings.
• Customer Loyalty: A customer's willingness to continue purchasing from a particular hotel, often resulting from positive past experiences and consistent engagement.
• Business Performance: The ability of a hotel to achieve its goals and objectives, often measured by revenue growth, profitability, and customer retention.
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