DIGITAL MARKETING PRACTICES AND CUSTOMER RETENTION OF SELECTED HOTELS IN YENAGOA, BAYELSA STATE

This study investigates the relationship between digital marketing practices and customer retention in selected hotels in Yenagoa, Bayelsa State, Nigeria. As digital marketing becomes increasingly vital in the hospitality industry, equipping hotel staff with adequate knowledge and skills in digital marketing is essential for maintaining long-term customer relationship. This study grounded on the commitment theory. The study adopts a descriptive survey design, with a target population of one hundred and thirteen (113) hotels with the Cochran standard formula for sample size determination. The study adopts questionnaire as the primary source of data collection after content validity and reliability tests with the responses collected from hotel managers, marketing personnel, operational staff and customers were analysed using descriptive and inferential statistics, reveals that a strong and positive relationship between social media marketing and customer retention of selected hotels in Yenagoa Bayelsa State, Nigeria, a strong and positive relationship between mobile marketing and customer retention of selected hotels in Yenagoa Bayelsa State, Nigeria, a strong and positive relationship between email marketing and customer retention of selected hotels in Yenagoa Bayelsa State, Nigeria and a strong and positive relationship between online marketing and customer retention of selected hotels in Yenagoa Bayelsa State, Nigeria. Based on the findings, the study concluded that digital marketing practices had a significantly positive relationship on customer retention in hotels within Yenagoa. Specifically, hotels with well-trained staff in areas such as content creation, social media management, email campaigns, and customer data analytics demonstrate higher levels of customer satisfaction, repeat patronage, and brand loyalty. The findings suggest that continuous investment in digital marketing education improves service delivery, enhances customer engagement, and ultimately fosters customer loyalty. Hotel managers are encouraged to prioritise digital marketing education as a core component of their customer retention strategy.