Ambience and Customer Patronage of Hotels in Rivers State
Vol.3, Issue 2
The research on ambience and customer patronage of hotels in Rivers State was conducted to investigate the effect of ambience on customer patronage of hotels in Rivers State. The study adopted a correlational design. The study population was 3500 customers of the registered and operational 3-star hotels. The sample size was 346 determined using the Krejcie and Morgan (1970) table. Copies of structured questionnaire were administered to customers at the various hotels lounges and halls. 312 copies of the questionnaire were retrieved and used for the study. The Spearman’s Rank Order Correlation was used to test the various hypotheses so as to ascertain variable relationship between the predictor variable (ambience) and the criterion variable (customer patronage). The findings of the study revealed that ambience significantly influence customer patronage of hotels. Therefore, the study concludes that ambience has a significant effect on customer patronage of hotels in Rivers State. The study recommends that managers of hotels should make concerted efforts to improve on the service environment’s ambience for increased customer patronage.
