Customer Retention Dynamics in Ghana’s Hospitality Sector: An Empirical Study of Elmina Beach Resort

Abstract

This paper examines the determinants of customer retention at Elmina Beach Resort in Ghana, analysing how switching barriers, service quality, customer trust, and brand image influence loyalty, and whether customer satisfaction mediates these relationships. A quantitative design was adopted using survey data from 97 guests. Pearson correlations and multiple regressions tested the relationships between the variables, with customer satisfaction modelled as a mediator. Service quality, brand image, and customer trust exhibited strong positive correlations with retention (r = 0.43–0.54, p < 0.01). Regression results confirmed these as significant predictors (β = 0.11–0.28, p < 0.01), while switching barriers showed a weak negative effect (β = −0.07, p < 0.05). Introducing customer satisfaction as a mediating variable increased the model’s explanatory power (R² = 0.797), revealing satisfaction as a critical conduit between service experience and loyalty outcomes. Managers should prioritise consistent service quality, trustworthy interactions, and positive brand imagery to strengthen satisfaction and retention. This study provides empirical evidence from a sub-Saharan context, extending satisfaction–retention theory and demonstrating the mediating role of satisfaction in a resort environment.

Keywords: Customer retention; service quality; satisfaction; trust; brand image; Ghana; hospitality management.

DOI: 10.7176/JEP/17-5-01

Publication date: May 30^th 2026