Evaluation of Customer Satisfaction on Customer Retention in Hotels in Adamawa State, Nigeria

Due to severe competition in both the domestic and international markets, providing exceptional quality service to clients is critical in today's business environment. This paper examined the impact of customer satisfaction on customer retention in terms of quality service employed by several carefully selected hotels in Jimeta, Adamawa, Nigeria. Descriptive Survey research design was adopted for the study. Primary and secondary sources of data were used. The primary data included a structured questionnaire used to elicit information from the target respondents of 384 through purposive sampling technique while the secondary data was review of extant related literatures, journals and periodicals. The Data collected was analysed using Pearson’s correlation coefficient which showed the relationships between the variables. The Correlation results show that there was a significant and positive nexus between customer satisfaction and customer retention by the coefficient (r), which was what the study sought to establish. Furthermore, a rho value of 0.635 also showed this relationship and is significant at p 0.000<0.05. Correlation coefficient represents high correlation and shows a strong relationship. It was established that effective customer satisfaction will allow for customer retention. More importantly, there was a link between customer satisfaction and customer retention. The study therefore recommended that Organizations should embrace and implement the marketing strategy that allows them to be more effective than competitors in generating, delivering, and conveying higher customer value to their chosen target markets.