GUERRILLA MARKETING AND CUSTOMER LOYALTY IN HOTEL SERVICES IN BENIN CITY, EDO STATE

Abstract

The study investigated guerrilla marketing and customer loyalty in hotel services in Benin City.  The broad objective of the study was to investigate the relationship between guerrilla marketing and customer loyalty in hotel services. The study adopted the survey research design, and data were collected through the use of a questionnaire. The questionnaire was structured according to the research questions and distributed to a sample population of three hundred and eighty-five (385) respondents. Descriptive statistics technique was used to analyze the quantitative data. Coding was done in the Statistical Packages for Social Science analysis (22), and the output was interpreted in mean scores and standard deviation. Inferential statistics such as correlation and regression analysis were used to estimate the existence of a relationship among variables. The study findings revealed that there is a significant positive relationship between ambush marketing, buzz marketing, and customer loyalty. It was however recommended that small and medium-sized business owners should engage in low-cost budgeting in their marketing promotion campaign. The surprise effect using ambush the marketing strategy will enhance and enable marketing managers of hotels to gain market share; Hotel entrepreneurs and marketing managers should adopt the buzz marketing strategy in creating possibilities of interaction with customers to maintain a positive impression also reduce promotion budget costs; and that hotel entrepreneurs should give adequate attention to viral and graffiti marketing strategies.