The Effect of Personalized Services on Guest Loyalty in High-End Hotels in Abuja
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Background of the Study
Personalized services in the hospitality industry refer to the customization of guest experiences based on individual preferences, needs, and behaviors (Ajiboye & Salami, 2023). In high-end hotels, where luxury, exclusivity, and attention to detail are paramount, personalized services play a critical role in differentiating a hotel from its competitors. Personalized services can range from tailored room preferences to customized concierge services, with the goal of making guests feel valued and enhancing their overall experience. These services are believed to foster guest satisfaction, which in turn can lead to increased loyalty (Ogunleye & Adebayo, 2024).
In Abuja, the growing number of luxury hotels has intensified competition within the high-end hospitality sector, with many establishments emphasizing personalized services as a key strategy to attract and retain guests. Despite this emphasis, there is limited empirical research on the specific impact of personalized services on guest loyalty in this region. This study aims to explore how personalized services influence guest loyalty in high-end hotels in Abuja, examining factors such as guest satisfaction, repeat visits, and word-of-mouth recommendations.
Statement of the Problem
While personalized services are frequently touted as a tool for enhancing guest loyalty in high-end hotels, there is a lack of research specifically focused on their effectiveness in the context of Abuja's luxury hotels. Understanding the link between personalized services and guest loyalty is crucial for hotel managers seeking to maximize customer retention and drive long-term success. This study will examine how personalized services influence guest loyalty, exploring both the positive and potential negative impacts of these services in high-end hotels in Abuja.
Objectives of the Study
1. To assess the relationship between personalized services and guest loyalty in high-end hotels in Abuja.
2. To evaluate the factors that contribute to guest loyalty following personalized service experiences.
3. To identify strategies for improving personalized services to enhance guest loyalty in luxury hotels.
Research Questions
1. How do personalized services influence guest loyalty in high-end hotels in Abuja?
2. What factors related to personalized services contribute most significantly to guest loyalty in high-end hotels?
3. What strategies can high-end hotels in Abuja implement to improve personalized services and boost guest loyalty?
Research Hypotheses
1. Personalized services have a positive effect on guest loyalty in high-end hotels in Abuja.
2. Higher levels of guest satisfaction resulting from personalized services lead to increased repeat visits and loyalty.
3. High-end hotels that offer tailored services see higher rates of customer retention compared to those with standardized service offerings.
Scope and Limitations of the Study
This study will focus on high-end hotels in Abuja that offer personalized services to their guests. Limitations include potential biases in guest feedback and the challenges of measuring loyalty, which is influenced by many factors beyond personalized services.
Definitions of Terms
• Personalized Services: Customization of hotel services to meet individual guest preferences and needs, such as personalized room settings, concierge services, and tailored experiences (Ajiboye & Salami, 2023).
• Guest Loyalty: The tendency of a guest to return to the same hotel for future stays, often influenced by satisfaction, service quality, and emotional attachment (Ogunleye & Adebayo, 2024).
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