Abstract:

Retention outcomes in terms of loyalty and satisfaction of customers in the hospitality industry is becoming more competitive particularly among the 5 star hotels in Nigeria. Few studies analyse how corporate image can help in attracting new customers and retaining existing customers. In order to bridge this gap, we conducted a survey with eleven (11) 5star hotels out of twenty two (22) 5 star hotels in Lagos State, Nigeria. Structural Equation Model {AMOS 22} was applied to analyse the four hundred and sixty-nine (469) copies of valid questionnaire completed by the respondents using stratified and simple random sampling techniques. However, the study indicated that corporate image have positive influence on customers retention outcomes. This suggests that organisational brand image, reputation, identity, and promotional appeal have significant effects on customers’ retention outcomes. The insights discovered from this study would help to facilitate management of the organisations to develop strong organisational corporate image to ensure continuous patronage of the existing customers and attraction of new customers.  Focusing on corporate image and reputation as important strategic assets to enhance customer loyalty.