Impact of Direct Marketing on Hotel Service Delivery (a Study of Meremu Hotel, Auchi, Edo State)

Abstract This research study is on impact of direct marketing on hotel service delivery, using Meremu hotel, Auchi, Edo state as a case study. The main objective of this study is to examine the impact direct marketing have on hotel services delivery. The population of the study was 150, which comprises of customers (male and female) that are guests of Meremu Hotels. The sample sizes of customers selected were 120. The survey method was used to collect data. Questionnaires were used. Data was collected from primary and secondary source. The simple percentage was used to analyze the data to determine the relative importance of each of the questionnaires items, while the chi-square statistical technique was used to test the research hypotheses. The study found that direct marketing can be used to create service awareness to the audience; it was also found that direct marketing can be used to gain competitive advantages over other competitors. The researcher concludes that it was concluded that direct marketing plays a crucial part in any hotel outlet and in the hotel industry as a whole. Out of all direct marketing strategy, direct email marketing has the absolute advantage in term of cost and time efficiency. It was therefore recommended that direct marketing is a great tool to build on and maintain a relationship with the potential customer, therefore should be developed as a tool for shaping the hotel brand’s image in consumers’ memory, which would be of great use to increase the chance of standing out from competitors.