DESIGNING EFFECTIVE LOYALTY PROGRAMMES FOR ENHANCING CUSTOMER RETENTION IN THE NIGERIAN HOSPITALITY INDUSTRY

Authors

  • Ayankola, Ayansola Adewumi Department of Marketing, Ladoke Akintola University of Technology, Ogbomoso
  • Ilesanmi, Daniel Oluwatosin Department of Marketing, Ladoke Akintola University of Technology, Ogbomoso

Keywords:

Loyalty Programmes, Points-Based, Tiered, Value-Based, Customer Retention, Hospitality Industry.

Abstract

This study examined the role of loyalty programmes in enhancing customer retention in the Nigerian 
hospitality industry in Ilesa, Osun State. A cross-sectional survey design was adopted, and data was 
collected using a structured questionnaire. Descriptive statistics revealed that respondents generally 
perceive loyalty programmes positively, with value-based programmes having the highest perceived 
impact. Points-based, tiered, and value-based loyalty programmes all have positive and significant 
relationships with customer retention. The study concludes that loyalty programmes are effective in 
promoting long-term commitment. The study recommends that hotels integrate points-based, tiered, 
and value-based programmes strategically, to enhance customer retention and achieve sustainable 
competitive advantage.

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Published

2026-06-17

Issue

Vol. 3 No. 2 (2026): Unizik Journal of Marketing, e-ISSN: 3092 - 8923

Section

Articles

License

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

DESIGNING EFFECTIVE LOYALTY PROGRAMMES FOR ENHANCING CUSTOMER RETENTION IN THE NIGERIAN HOSPITALITY INDUSTRY. (2026). UNIZIK Journal of Marketing, 3(2), 18-33. https://journals.unizik.edu.ng/ujofm/article/view/8332