IWUOHA Stella Chidinma
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
NWULU Chinyere Stella
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
HART Emilia Tamunopirisa
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
Abstract
This study examined the relationship between service assurance and competitiveness of 4-Star hotels in Rivers State. The study took a mono-dimensional view of service assurance, and proxied competitiveness with occupancy rate, brand reputation, and service efficiency. An explanatory research design with a correlational method of investigation was adopted. The population consisted eighteen (18) 4-Star hotels in Rivers State. Using a census approach, three copies of structured questionnaire were administered to general managers, marketing/booking managers, and front desk officers in each hotel, totaling fifty-four (54) respondents. Data collected were analyzed using Pearson’s Product-Moment Correlation, with the aid of Statistical Package for Social Sciences (SPSS) version 25.0. Results indicate positive and statistically significant relationships between service assurance and proxies of competitiveness. Thus, the study concluded that there is a significant relationship between service assurance and competitiveness of 4-Star hotels in Rivers State, and recommends that managers of 4-Star hotels in Rivers State that seek improved competitiveness should strengthen service assurance to improve occupancy rate, brand reputation; and boost their service efficiency.
Keywords: Brand reputation, competitiveness, occupancy rate, service assurance, service efficiency.