– Effect of Frontline Functionality on Customer Patronage

EFFECT OF FRONTLINE FUNCTIONALTY ON CUSTOMER PATRONAGE OF FOUR STAR HOTELS IN PORT HARCOURT RIVERS STATE; NINERIA.

NWADIGOHA, Emmanuel Ephraim

Department of Marketing

Michael Okpara University of Agriculture, Umudike, Abia State

Email: emmanuelephraim35@yahoo.com

and

AHAIWE, Emmanuel Onyedikachi

Department of Marke,ting Michael Okpara University of Agriculture,

Umudike, Abia State

Email: trustedemma@yahoo.com

ABSTRACT

The study focused on the effect of Frontline Functionality on Customer Patronage of four star Hotels in Port Harcourt. Survey research design was adopted for the study and 145 respondents were judgmentally sampled for the study. The study revealed that job knowledge, interactive and engagement skills have significant positive effects on customer patronage. This implies that enhancing the capacity of the frontline officers through training can significantly increase customer patronage, market share and boost consumers’ confidence on the services provided by four star hotels. The study concluded that firms in the hospitality industry should continuously improve on the staff knowledge of their jobs and the services they render so as to improve on customer patronage. Interpersonal skill is vital for improved customer patronage, and therefore employees should be sent on training and development seminars that will help in building their interactive skills. Frontline officers should also be proactive at every stage of service negotiation and strive to engage the senses of the customers, as this will lead to continuous customer patronage

Keywords: Frontline Functionality, Customer Patronage, Four Star Hotel

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