ASSESSMENT OF CUSTOMER EXPERIENCE AND SATISFACTION IN HOTEL ESTABLISHMENTS IN BAUCHI STATE

ABSTRACT The study titled “Assessment of Customer Experience and Satisfaction in Hotel Establishments in Bauchi State” was undertaken to evaluate how service quality, staff attitude, facilities, and overall customer experience influence guest satisfaction within selected hotels in Bauchi State. The study aimed to identify key factors affecting customer perceptions, measure satisfaction levels, and suggest strategies for improving service delivery in the hospitality industry. A descriptive survey design was adopted for the study. Data were collected through structured questionnaires administered to hotel guests and management staff across different categories of hotels within the state. A total of 120 respondents participated in the study, and the data collected were analyzed using descriptive statistics such as frequency counts, mean scores, and percentages to determine the level of customer satisfaction and service effectiveness. Findings revealed that most guests were generally satisfied with hotel services, particularly in areas such as staff friendliness, cleanliness, and room comfort. However, some respondents expressed dissatisfaction with internet connectivity, food variety, and maintenance of facilities. The study also found a strong relationship between customer experience and overall satisfaction indicating that positive guest experiences significantly enhance repeat patronage and brand loyalty. The study concludes that customer satisfaction in hotel establishments largely depends on consistent service quality, effective staff training, and prompt response to guests’ needs. It recommends that hotel management should continuously evaluate guest feedback, invest in modern facilities, and implement customer- oriented service strategies to remain competitive in the hospitality industry of Bauchi State.