Evaluation of advertising strategies on customer satisfaction of selected hotels in Nsukka metropolis, Enugu State, Nigeria

Abstract

This study assessed the influence of advertising strategies on customer satisfaction in three hotels in Nsukka metropolis. The study’s research design employed is survey and interview, the latter arising from the population of the study being limited to the customers at the three selected hotels. The study was anchored on the Service Quality Theory and the sample was 146 individuals chosen through multi-staged sampling technique. The data generated from the study were analyzed with mean statistic and standard deviation. The Findings of the study showed, among other things, that word of recommendation were widely used as an advertising strategy through which respondents became aware of the hotels. The results suggest that advertising strategies have a moderate impact on customers' decisions to stay at the hotels. It was thus recommended that hotels should enhance the visibility and communication of their advertising initiatives, invest more in staff training and development, and promote referral and loyalty programs actively. Regularly assessing customer feedback is essential for adapting services to evolving preferences. Strategic planning focused on location and ensure cleanliness will also be crucial in attracting and retaining guests. By refining their approaches in these areas, hotels can boost customer satisfaction and loyalty in a competitive market.