CUSTOMERS PERCEPTION OF SERVICE QUALITY AND ITS IMPACT ON THE BRAND IMAGE OF HOTEL IN OSUN STATE (A STUDY OF SAMBEATZ HOTEL ILESHA, OSUN STATE)

The general objective of the study is to customers perception of service quality and its impact on the brand image of hotels in Osun state. The study adopted a quantitative researcher design. Data for the study were gathered from both primary and secondary sources. The study employed convenience sampling technique to select 60 respondents to administer study also discovered that customers perception of service quality. The study revealed that customers loyalty have great impact on the hotel business. The study also reveal that First impressions count for a great deal and many hotel guests get an instant sense for the standards in a hotel from their first visit to the hotel washroom, there existed a positive significant correlation between customer perception and service quality with a correlation value of 0.295. The study also reveal brand image has become increasingly important in the industry. The therefore concluded that hotel industry places significant focus on service quality. However, in order to generate customer loyalty, consumers’ perceived satisfaction is critical. Second, as there is a clear trend towards chain hotel establishments in Nigeria, brand image has become increasingly important in the industry. Finally, the study recommends that hotel management in Osun state needs to engage in constant studies in order to ascertain customer perceptions on their services that they provide so that Hotel industry may not assume and or underestimate their customers, hotel industry must concentrate on improving the identified factors from this studies that impinge on the willingness of customers for repeated patronage and probably recommend another prospective guest.