UTILIZATION OF DATA-BASED RESERVATION SYSTEM AND PERFORMANCE OF HOTELS IN RIVERS STATE

Abstract

This study investigates how the utilization of data‐based reservation systems (DBRS) influences the operational and customer‐centric performance of hotels in Rivers State, Nigeria, with a particular focus on the moderating role of customer trust. Guided by the Technology Acceptance Model (TAM), the research employs a cross‐sectional survey design, sampling 330 management staff across 25 hotels. Data were collected via a structured questionnaire and analyzed using Pearson correlation techniques. Empirical results indicate that real‐time availability (RTAS), customer relationship management (CRM) integration, and multichannel system integration each exhibit positive, significant relationships with both customer satisfaction and willingness to recommend (WTR). Moreover, customer trust significantly strengthens the link between DBRS utilization and overall hotel performance. The findings underscore the importance of perceived usefulness and ease of use in driving digital adoption among staff and guests. Practical recommendations include investing in cloud based booking platforms, embedding CRM for personalized communications, harmonizing data across all channels, and enhancing transparency around data security to foster trust. The study contributes theoretically by extending TAM in a hospitality context and offers hoteliers in emerging economies evidence‐based strategies for leveraging digital reservation technologies to boost both financial and non‐financial performance metrics.