CUSTOMER COMPLAINT MANAGEMENT AND PERFORMANCE OF HOSPITALITY FIRMS: A STUDY OF SELECTED HOTELS IN OWERRI, IMO STATE
Keywords:Customer Complaint, Management, Performance, Hospitality Firms, Apology, Customer Retention, Compensation, Customer Patronage, Quick Timeliness Response, Customer Satisfaction, Quality of Service and Customer Loyalty.
This examined the effect of managing customer complaint on the performance of hospitality firms using All Season and Concord Hotel Owerri, Imo State as the case study. Four research hypotheses guided the study. In the methodology; the researchers employed descriptive survey research design and questionnaire served as our instrument of data collection. Data analysis was done using SPSS version 21.0, with the help of Pearson correlation at 0.05 level of significance. The study revealed that there is significant effect of apology on customer retention in hotels, there is significant effect of compensation on customer patronage in hotels, quick timeliness response leads to customer satisfaction, and there is significant relationship between quality of service and customer loyalty in hotels. Based on these findings, it was recommended that whenever there is poor service, the staff of the hospitality should tender apologies to customer to achieve customer retention. Also, the hospitality industry should make provision for compensation of customers based on poor services, so as to achieve customer patronage.