Customer Capital on Firm Growth of Hospitality in Yenagoa Bayelsa State

This study examined the effect of customer capital on firm growth of hospitality enterprises in Yenagoa, Bayelsa State, with specific focus on customer knowledge, brand evaluation, and customer loyalty as determinants of repeat purchase behaviour. The aim of the study was to determine the extent to which customer knowledge, brand evaluation, and customer loyalty related to repeat purchase among hospitality firms in the study area. A cross-sectional survey research design was adopted, targeting customers of six registered three-star hotels in Yenagoa. The population comprised seventy customers, all of whom were studied using a census approach to avoid sampling bias. Primary data were collected through a structured questionnaire designed on a five-point Likert scale, covering demographic information, dimensions of customer capital, and indicators of business development. Data were analysed using inferential statistical techniques, specifically the Spearman rank correlation coefficient, with the aid of SPSS version 23.0. The findings revealed that customer knowledge, brand evaluation, and customer loyalty all had significant and positive relationships with repeat purchase behaviour in hospitality enterprises, the study concluded that effective management of customer capital was critical to the growth and competitiveness of hospitality businesses, as it enhanced customer retention, increased revenue, and strengthened market position, the study recommended that hospitality firms should implement robust customer knowledge management systems, strengthen brand evaluation through consistent service quality and reputation management.