Customer Retention among Hotels in an Emerging Market: An Employee-Based Perspective

Abstract

Increased competition amongst the hotel industry players has challenged managers not to focus their attention exclusively on ways to attract and satisfy their customers, but to invest in customer retention strategies with the potential to ensure superior performance of their hotels. This study aims to determine strategies to retain customers in hotels in Ghana, an emerging market. A cross-sectional survey was employed to collect data from 677 hotel employees in 56 Ghanaian licensed hotels. Based on SmartPLS, study findings indicate that customer satisfaction, loyalty and retention embedded in the tangibility and reliability dimensions of the lodging quality index are important for customer retention among hotels in Ghana.

Citation

Adzoyi, P.N., Jan Blomme, R. and Honyenuga, B.Q. (2018), "Customer Retention among Hotels in an Emerging Market: An Employee-Based Perspective", Advances in Hospitality and Leisure (Advances in Hospitality and Leisure, Vol. 14), Emerald Publishing Limited, Leeds, pp. 57-73. https://doi.org/10.1108/S1745-354220180000014004