Service Innovation Strategies and Customer Satisfaction from Three-Star Hotels in Aba, Abia State
Abstract
The study investigated the role of service innovation strategies and customer satisfaction of threestar hotels in Abia State. The independent variable was service innovation strategies, while customer satisfaction was the dependent variable. The researchers used the following dimensions for the independent variable: service process innovation, online booking, e-payment, e-word of mouth, and customer loyalty to test the relationship with customer satisfaction. The study adopted the resource advantage theory as the theoretical foundation (RAT). The study employed the use of a survey design, which was the most appropriate in view of the fact that it aligned with the study and allowed for generalisation. Primary data was collected through the use of a questionnaire and analysed using the Statistical Package for Social Sciences (SPSS). The research discovered that the five service innovation strategic dimensions had a significant relationship with customer satisfaction, and recommended that hospitality firms should position their service with the innovation strategies for customer satisfaction.
Authors
- Okechukwu Nduka Duke Onyemachi
Department of Marketing
Michael Okpara University of Agriculture
Umudike, Abia State
Email: onyemachiokechukwu@mouau.edu.ng - Chimaeze Okoroafor
Department of Marketing
Michael Okpara University of Agriculture
Umudike, Abia State
Email: okoroaforchimaeze@gmail.com - Monica Chinwe Onyebu
Department of Entrepreneurial Studies
Michael Okpara University of Agriculture
Umudike, Abia State - Igbokwe Chidiebere
Department of Entrepreneurial Studies
Michael Okpara University of Agriculture
Umudike, Abia State