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Marketing — 2025, Undergraduate
This study investigated the influence of customer experience on the choice of service providers in the Nigerian hospitality industry. A survey was conducted with hotel guests and restaurant patrons using a structured questionnaire. Data were analysed using descriptive statistics and regression analysis. The findings revealed that service encounters, ambience, value for money, and online reviews significantly influenced provider selection and repeat patronage. The study found that memorable, positive experiences generated word-of-mouth and loyalty. It recommends investment in staff training, personalisation, and consistent service standards across customer touchpoints.
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