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| | | Article Name : | | | Customer Engagement as Determinant of Loyalty in
the Nigerian Hospitality Domain | | Author Name : | | | MUHAMMAD SANI GAWUNA, MARIA ABDUL RAHMAN, NORMALISA M. D. ISA | | Publisher : | | | Bridge Center | | Article URL : |  | | | Abstract : | | | The environment in which hospitality businesses is operating
is highly competitive due to availability of options coupled with the
sophistication of customers. And the country is experiencing mass
expansion of hotels. The similarities of the services provided by most
hotels in Nigeria, coupled with the fall of demand due to some
economic challenges forced hoteliers to device various means for
survival. The strategies adopted by most hotels in the country are
normally facility – based. And customer loyalty has been proven as the
most efficient means of triggering loyalty by scholars specifically in the
service and hospitality domain. And several constructs have been
validated as factors triggering loyalty in various industries and
contexts. But due to the stiffness of competition prevailing in today’s
complex and dynamic environment, coupled with sophistication of
buyers who have wide varieties of option to choose from. Scholars are
of the belief that the well - known higher order marketing constructs
such as service quality, image and customer satisfaction need to be
mixed with some emerging constructs such as customer engagement
capable of eliciting customer loyalty. And consideration of the
constructs is receiving enough attentions in some developed countries.
The study is thus aimed at investigating the effect of customer
engagement as a predictor of loyalty in the Nigerian hospitality context. After an extensive review of past literature, it has been
discovered that customer engagement significantly enhances
organisational sales, profitability, satisfaction and by extension
loyalty. Since, it is yet to be seen whether or not similar results could be
obtained in the Nigerian hospitality context, it is thus recommended
that empirical studies needs to be conducted in future. | | Keywords : | | | Customer engagement CE, Customer loyalty, Hospitality
Nigeria
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