Innovation and Customers Patronage in the Hospitality Industry: A Study of Selected Hotels in Anambra State

Nwagbala, Stella, Chinelo and Udemadu, Frank, Chika and Okafor, Damian, Ifeanyi (2021) Innovation and Customers Patronage in the Hospitality Industry: A Study of Selected Hotels in Anambra State. International Journal of Trend in Scientific Research and Development, 5 (5). pp. 2388-2395. ISSN 2456-6470

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Abstract

This study examined innovation and customers patronage in the hospitality industry: A study of selected hotels in Anambra State. The study modelled variables like product innovation, process innovation, marketing innovation and organisational innovation to ascertain how they have influenced customers patronage. The study adopted a descriptive research design on a sample of 369 hotel customers. Data collected for the study were analyzed using ANOVA and regression technique of the ordinary least square. Findings showed that product innovation, process innovation, marketing innovation and organisational innovation has a significant influence on customers’ patronage of hotels in Anambra state. Based on the findings of this study, the study recommends among others that hotels should develop a strategic plan and implementation strategy on product innovation, process innovation, marketing innovation and organizational innovation to enhance their patronage and also remain competitive in the market.

Item Type: Article
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Postgraduate > Master's of Islamic Education
Depositing User: Journal Editor
Date Deposited: 29 Jun 2022 06:30
Last Modified: 29 Jun 2022 06:30
URI: http://eprints.umsida.ac.id/id/eprint/9825

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