THE IMPACT OF GUEST FEEDBACK ON HOTEL SERVICE QUALITY IN BAUCHI METROPOLIS.
Abstract
Abstract
This study investigates the impact of guest feedback on hotel service quality in Bauchi Metropolis. The research aimed to examine how customer opinions, complaints, and suggestions influence service improvement and customer satisfaction within the hospitality industry. A descriptive survey design was adopted, and data were collected from 103 respondents, comprising hotel guests, staff, and management selected through stratified and random sampling techniques. Structured questionnaires and interview guides were used as the main instruments for data collection. Data were analyzed using descriptive statistics such as frequency and mean, and inferential analysis including correlation and regression techniques with the aid of SPSS software. The results revealed that most hotels in Bauchi Metropolis collect guest feedback through multiple channels such as suggestion boxes, online reviews, and social media platforms. However, only a few systematically analyze and utilize feedback for service improvement. The findings showed a positive and significant relationship between guest feedback and hotel service quality (r = 0.56, p < 0.01), indicating that effective use of feedback contributes to improved responsiveness, reliability, and customer satisfaction. The study concludes that guest feedback serves as an essential management tool for enhancing service standards, promoting accountability, and sustaining customer loyalty in the hospitality sector. It recommends that hotels in Bauchi Metropolis should adopt structured digital feedback systems, train staff on customer service and complaint handling, and regularly review feedback data for continuous improvement.
Keywords: Guest Feedback, Service Quality, Customer Satisfaction, Hospitality Industry, Bauchi Metropolis
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