EFFECT OF SERVICE QUALITY DELIVERY ON CUSTOMER PREFERENCE (A STUDY OF SELECTED HOTEL, ADO EKITI)

The study examined the effect of service quality on customer loyalty. The specific objectives of the study are to investigate the relationship between customer satisfaction and loyalty, examine the effect of assurance, reliability and tangibility as dimensions of service quality on customer loyalty. The study adopted survey research design. The study is limited to Midas Hotel, Fabian Hotel, Fountain Hotel and Q6 Hotel in Ado Ekiti. Primarydata were sourced. The study adopted convenience sampling technique to select 60 customers of Midas Hotel, Fabian Hotel, Fountain Hotel and Q6 Hotel, Ado Ekiti as respondents. The study found out that there is relationship between customer satisfaction and loyalty, also assurance, reliability and tangibility as dimensions of service quality has effect on customer loyalty. The study concluded that the service provided in selected Hotels is of quality that it can prompt customers for continuous patronage. The study recommends that management should strive hard to ensure that the best quality of service is maintained by training their staff and the management of the hotel must ensure that services are rendered to enable customers to regard themselves the best among others.