SOCIAL MEDIA, CUSTOMER RETENTION AND IMPROVED SALES IN MEDIUM HOTELS IN ABA, NIGERIA

Nwokorie, Edwin Chigozie and Obun-Andy, M. K (2019) SOCIAL MEDIA, CUSTOMER RETENTION AND IMPROVED SALES IN MEDIUM HOTELS IN ABA, NIGERIA. In: Book of Proceedings of 4th National Development Conference of The School of Pure and Applied Science, The Federal Polytechnic Ilaro, Ogun State, 2nd – 5th December, 2019, 2nd – 5th December, 2019, Book of Proceedings of 4th National Development Conference of The School of Pure and Applied Science, The Federal Polytechnic Ilaro, Ogun State,.

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Abstract

The impact of social media on hospitality product marketing in five selected hotels in Aba, Abia State, was investigated in this study. A 19-point structured questionnaire was employed to elicit responses from 132 respondents. Data was analyzed in inferential statistics for means and standard deviation while the consequent variables were tested for relationship using Pearson Correlation. One-way ANOVA was furthercarried out to determine if the consequent variables are significantly different. Result shows sufficient relationship between social media and customer retention, and an insufficient relationship between social media and improved sales in the establishments studied. The study recommends that hotels should not exaggerate details of their image online in order not to mislead guests, while using suitable social media platforms to market their products and services.

Item Type: Conference or Workshop Item (Paper)
Subjects: Q Science > Q Science (General)
Divisions: Faculty of Engineering, Science and Mathematics > School of Electronics and Computer Science
Depositing User: Mr. Bolanle Yisau I.
Date Deposited: 30 May 2021 17:20
Last Modified: 30 May 2021 17:20
URI: http://eprints.federalpolyilaro.edu.ng/id/eprint/1524

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