Analysis of Customer Satisfaction and Retention Strategies in the Hospitality Industry (case Study of Selected Hotels in Osun State)

Customer satisfaction and retention has over the years become a key performance indicator for the hotel business by helping to understand and prioritize the factors that contribute most significantly to positive customer experiences. This research work focuses on “The analysis of customer satisfaction and retention strategies in the hospitality industry”. The objective of this study is to identify the primary factors that influence customer satisfaction in the hospitality industry and to evaluate the effectiveness of these strategies in achieving long-term customer loyalty. In carrying out the research work, a case study method was adopted. One hundred and twenty (120) questionnaires were administered to the customers and staff of Western sun International Hotel, Ede, Ideal nest hotel, Osogbo and Cameroon Hotel Ile-Ife. 95 questionnaires were retrieved making 79.2% returned rate. The data collected were interpreted using frequency tables, and percentages. The findings shows that 80% of the respondents agreed that mobile check-ins, digital concierge services, and smart room technologies can be used to enhance customer experience. Moreso, 82% of the respondents agreed that a Customer satisfaction and retention strategies can increase hotel revenue. It was thus concluded that Customer satisfaction and retention strategies are foundational to building a resilient and profitable hospitality business. It was recommended among others that Hotels management should provide regular training focused on customer service, empathy, communication, and conflict resolution skills Keywords: Customer satisfaction, Customer retention, Loyalty Programs, Service Quality, Competitive Advantage, Customer Churn