EVENT SERVICE QUALITY AND CUSTOMER SATISFACTION IN THE HOSPITALITY INDUSTRY IN BIDA, NIGERIA
Abstract
The study investigated the direct effect of event service quality on customer satisfaction in the hospitality industry in Bida, Niger State, Nigeria. The descriptive and quantitative survey research gathered data from 150 event attendees (customers) who attended events hosted in the hotels studied. A well-structured questionnaire containing 18 items, with four demographic items was used to generate data from the respondents. The model developed for the study was validated through the reliability test with the help of SPSS. The result of the inferential statistical analysis revealed that customer satisfaction in events hosted in the hotels is driven by empathy, assurance, and responsiveness. Tangibility and reliability did not make a significant contribution to the model. The study concluded that it is very important for hotel owners/managers to identify, evaluate and manage service quality dimensions that are capable of enhancing event satisfaction. The implications of the study showed that for any hotel operating event halls is desirous to enhance the degree of customer satisfaction, the hotel owners/managers ought to invest in strategies that can foster brand satisfaction through the delivery of event service quality.
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