Diagnosis of positive indicators of customer retention A survey of the views of customers of the Diwan Hotel, a first class hotel in Baghdad

Abstract

The objective of this research is to ascertain the ability of the researched hotel to retain its customers by providing various services to ensure its loyalty and to generate revenues accordingly, and  To achieve this goal, the research questions were formulated to express the research problem and the hypotheses were built on these hypotheses, Preliminary data were collected through the distribution of (60) questionnaires to the customers of the hotel. Research hypotheses were tested using the Kolmogorov-smirnov test, percentages to verify customer retention indicators and potential revenue generated. The study concluded with a number of conclusions, the most important of which were positive indicators of the hotel's ability to retain its customers, the hotel's revenues from its loyal customers and future indications of customers' intention to return to the hotel. The researcher presented a number of suggestions, the most important of which is the need for more efforts by the management of the hotel and its customers to continue to provide more offers of various services to ensure the sustainability of customer loyalty as the customer is always looking for an organization that offers him valuable value and adherence to any one depends on achieving this