Brand Credibility and Customer Patronage: A Study of Selected Hotels in Port Harcourt, Rivers state, Nigeria
Abstract
The purpose of this study was to investigate the relationship between brand credibility and customer patronage of selected hotels in Port Harcourt. The core objective was to evaluate the relationship between trustworthiness and customer patronage, brand image and customer patronage. The study adopted the cross-sectional survey research design and 268 customers of selected hotels were considered the population of the study. The study data was from a primary source of and data was collected with questionnaire which was designed in a well-structured closed ended 4-point Likert scale format and analysis of hypotheses was done with Pearson’s product moment correlation. The findings of the study revealed that trustworthiness has a significant and positive relationship with customer patronage of hotels. The study also revealed brand image to have a positive ans significant relationship with customer patronage. The study therefore recommended that brands should keep to their promises to their customers and also that brand managers should protect their image because a battered brand image will enjoy no patronage
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References
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