Digital Transformation and Customer Loyalty in Hospitality: The Mediating Role of Guest Satisfaction and Revisit Intentions in Calabar Hotels, Nigeria
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Abstract
This study examines how digital transformation influences customer loyalty in the hospitality sector, with particular emphasis on the mediating roles of guest satisfaction and revisit intention within an emerging leisure destination. Drawing on an integrated framework combining the Technology Acceptance Model and the Stimulus Organism Response perspective, the study conceptualizes digital transformation as a key driver of both cognitive evaluations and experiential outcomes. Data were collected from hotel guests in Calabar, Nigeria, and analyzed using structural equation modeling. The results indicate that the measurement model achieved strong reliability (Cronbach’s alpha = 0.78–0.91) and convergent validity (AVE = 0.52–0.74), while the structural model demonstrated good fit (χ²/df = 2.41, CFI = 0.94, RMSEA = 0.058). Digital transformation significantly influenced perceived usefulness (β = 0.68) and perceived ease of use (β = 0.72), both of which positively affected satisfaction (β = 0.41; β = 0.36). Satisfaction strongly predicted revisit intention (β = 0.64), which in turn drove customer loyalty (β = 0.71). Mediation analysis confirmed significant indirect effects of digital transformation on revisit intention (β = 0.26) and of satisfaction on loyalty through revisit intention (β = 0.45). The study contributes to leisure research by demonstrating how digitally mediated service environments shape both experiential quality and behavioral outcomes. It further highlights the importance of usability and value creation in emerging destinations. Practically, the findings suggest that hospitality providers should focus on intuitive and reliable digital solutions while maintaining strong human interaction to enhance satisfaction, encourage repeat visitation, and build sustainable customer loyalty.
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