GREEN MARKETING PRACTICES AND CUSTOMER LOYALTY OF THE HOSPITALITY SECTOR IN YENAGOA, BAYELSA STATE

The study investigated the relationship between green marketing practices and customer loyalty in the hospitality sector in Yenagoa, Bayelsa State, Nigeria, using Customer Value Theory as the theoretical foundation. The study was anchored on a positivist research philosophy and adopted a cross-sectional survey research design. The population of the study was considered infinite, and a sample size of 384 respondents was determined using Cochran’s formula. Data was collected primarily through a structured questionnaire, which was validated through content and face validity procedures. The reliability of the research instrument was confirmed using Cronbach’s Alpha coefficient. A total of 384 questionnaires were administered, of which 212 were correctly completed and returned, representing a valid response rate used for analysis. The data were analysed using univariate, bivariate, and multivariate statistical techniques to examine the link among the study variables. The empirical findings revealed that green products, green price, green promotion, green distribution, and green branding each have a positive and statistically significant relationship with customer repurchase intentions in the hospitality industry. These results indicate that environmentally responsible marketing practices significantly enhance customers’ perceived value and increase their likelihood of repeat patronage. The study concludes that green marketing mix strategies are critical determinants of customer repurchase behaviour in the hospitality industry. Based on the Customer Value Theory, the findings suggest that customers derive higher value from environmentally sustainable offerings, which in turn influences their behavioural intentions. The study recommends amongst others that hospitality firms in Yenagoa integrate comprehensive green marketing strategies to enhance customer retention, strengthen brand loyalty, and achieve sustainable competitive advantage