• $

EFFECT OF SERVICE QUALITY ON GUEST SATISFACTION IN HOTELS IN AWKA, ANAMBRA STATE

  • 0 Review(s)

Product Category: Projects

Product Code: 00009631

No of Pages: 98

No of Chapters: 1-5

File Format: Microsoft Word

Price :

$20

  • $

   ABSTRACT


The study examined the effect of service quality on guest satisfaction in hotel in Awka Anambra state. The specific objectives of the study include to; Determine the effect of service quality on customer satisfaction in selected hotels in the study area; Determine the influence of service quality on customer satisfaction in selected hotels in the study area, Examine the influence of service quality on customer loyalty in selected hotels in the study area; Determine the effect of perceived price fairness on customer satisfaction in selected hotels in the study area; The researcher adopted primary data in getting the required information through the use of structured questionnaire. The population comprises guests, population for the customers is infinite selected hotels in Awka. The sample size of the study has 288 after adopting Cochran formula. In analysis the data, simple descriptive statistics such as frequencies, percentage, mean and standard deviation were used. The Study revealed that value for price, customer loyalty, customer satisfaction, increase guest purchase behavior; customer expectations are achieved and more committed to the hotel are the effect of service quality on guest perceived value in hotels. The study also revealed that application of customer loyalty, customer retention, it builds the trust of the customer, Also, Trust, Commitment, Continuous patronage, improves the daily sales of the hotel and increases referrals from the customer are among the influence of service quality on customer loyalty in hotels, Repeat purchase, Customer loyalty, Positive brand reputation, Increase sales volume, Increase profitability and market share, Competitive advantage and Increase number of patronage are the effect of perceived price fairness on customer satisfaction in hotels. The study recommends that Hotels should identify the effect of service quality strategies that will been instituted for the guest perceived value and growth of the operation, Establishment should examine the impact customer satisfaction and guest satisfaction of service quality of hotel operations to ensure an optimum of its influence on the business and revenue generated. Hotel operations should underscore the challenges encounters in implementing the effect of service quality on guest satisfaction in other to ensure its impact on the business which is the bottom line. The researcher suggests that further studies be conducted to investigate the examined the effect of service quality on guest satisfaction in hotel in Awka Anambra state.








TABLE OF CONTENTS

Title page                                                                                                                                        i

Certification                                                                                                                                    ii

Approval page                                                                                                                                iii

Dedication                                                                                                                                      iv

Acknowledgement                                                                                                                           v

Table of content                                                                                                                              vi

List of tables’                                                                                                               Abstract  vii


CHAPTER ONE

INTRODUCTION

1.1      Background of study                                                                                                               1

1.2      Statement of the problem                                                                                                        6

1.3      Objective of the study                                                                                                             7

1.4      Research questions                                                                                                                  8

1.5      Research hypothesis                                                                                                                8

1.6      Significance of the study                                                                                                         9

1.7      Scope of study                                                                                                                         9


CHAPTER TWO

LITERATURE REVIEW

2.1      Conceptual Frame work                                                                                                      10

2.1.1   The hotel industry                                                                                                               10

2.1.2    The concept of service quality                                                                                           11

2.1.3     Perceived service quality                                                                                                  13

2.1.4     Customer satisfaction                                                                                                        15

2.1.5     Relationship between perceived service quality and customer satisfaction                     18

2.1.6     Customer expectation in the hotel                                                                                     23

2.1.7      Attributes of service quality                                                                                             23

2.1.8      Challenges of measuring service quality                                                                         25

2.1.9      Importance of satisfaction of service quality to hotel                                                      27

2.1.10     Evaluating the quality of hotel service based on tourist perceptions and expectations  30

2.1.11     The Importance of Customer Perceived Value                                                               33

2.1.12      The Gaps model                                                                                                             37

2.2         Theoretical frameworks                                                                                                   38

2.2.1       System thinking theory                                                                                                   38

2.2.2       System’s theory                                                                                                               39

2.3           Empirical literature                                                                                                        40

2.4           Summary of related literature                                                                                        45


CHAPTER THREE

3.0           Introduction                                                                                                                    47

3.1           Research design                                                                                                             47

3.2           Area of the study                                                                                                            47

3.3           Population for the study                                                                                                 48

3.4           Sampling and sampling techniques                                                                                48

3.4.1        Sample size determination                                                                                             48

3.5           Instrument for data collection                                                                                        49

3.6           Validation of the instrument                                                                                          50

3.7           Reliability of the instrument                                                                                          50

3.8           Method of data collection                                                                                              51

3.9            Method of data analysis                                                                                                51

  

CHAPTER FOUR

RESULT AND DISCUSION

4.1             Result                                                                                                                           52

4.2             Analysis of research questions                                                                                     52

4.3             Test of hypothesis                                                                                                        61

4.4             Discussion of findings                                                                                                  62


CHAPTER FIVE

5.0            Summary, conclusion and recommendations                                                               65

5.1            Summary                                                                                                                       65

5.1.1         Restatement of the problem                                                                                          66

5.1.2         Description of methods used                                                                                         67

5.2            Conclusion                                                                                                                    68

5.3            Recommendations                                                                                                         68

5.4            Contribution to knowledge                                                                                           69

5.5            Suggestion for further studies                                                                                       70

REFERENCES

APPENDICES

 

 

 

 

 

 

 

 

LIST OF TABLES

Table 4.1        Distribution of questionnaire                                                                                  52

Table 4.2:       Distribution of respondents based on sex                                                               52

Table 4.3:       Distribution of respondents according to educational qualification                       53

Table 4.4        Mean responses of respondents on effect of service quality on guest perceived value in selected hotels                                                                                    53                       

Table 4.5       Mean responses of respondents on the influence of service quality on customer

                      satisfaction in selected hotels in the study area                                                       55

Table 4.6       Mean responses of respondents on the influence of service quality on customer

                       loyalty in selected hotels                                                                                        56

 

Table 4.7        Mean responses of respondents on the effect of perceived price fairness on 

                       customer satisfaction in selected hotels.                                                                 57   

 Table 4.8:     Analysis of the significant relationship between service quality and perceived value.Analysis of the significant relationship between service quality and customer  satisfaction.                            60

 

 

 





CHAPTER 1

INTRODUCTION


1.1 Background to the Study

The Hotel management also known as the hospitality industry or the Service sector which present a wide range of customer services to their customers. Customer service is considered as a major tool for customer satisfaction (Kotler 2015). Studies had shown that customer satisfaction may have direct and indirect impact on business results (Suárez and Quintana, 2014).  Churchill and Surprenant, (2017) discussed that dissatisfaction appears when the customers experience significant difference between their expectations and the quality of services that they receive. Erto and Vanacore (2002) believe that the main precursor of customer satisfaction includes expectations, perceived quality, and disconfirmation. Customer satisfaction is essential for the success of every profit-oriented and relevance- minded organization. It is the core competence of every vision-minded Hotel and most especially to service firms. Indeed, customer satisfaction has a great significance influence with the future of any Hotel establishment. According to Perng (2007), achieving high levels of service quality is one method to keep customers both satisfied and loyal. Customer satisfaction is judged as the soul of triumph in today’s competitive business world. This concept is gradually becoming a business goal as more corporations struggle for excellence in their services and/ or products (Shalim, 2010). In this situation, the consideration on the understanding of determinants of customer satisfaction is of immense implication to the marketers. Customer satisfaction is a key factor of diverse marketing activity which basically imparts the linkage between the different stages of customer buying behavior. Oliver (2010) describe customer satisfaction as the customer’s fulfillment response, post consumption judgment that a given service provides a pleasing level of consumption-related fulfillment including under- or over-fulfillment.

In today’s economy, customer satisfaction has come out as critical component for the top management of successful business and human elements as well play essential role to determining the whole perception of service quality and satisfaction. (Olsen 2012). Customer satisfaction as a business philosophy tends to creating value for customers. The key to achieving sustainable relevance lies in delivery high quality service that results in satisfied customers. Valdani (2009) opined that enterprises exit because they have customers to serve. The biggest challenge in today’s competitive business environment is how to retain customers and ensure customer loyalty. According to Gerosa (2013), Guest relationships in the hotel industry are strategic assets of the organization and customer satisfaction is the starting points to defining business objectives.

Service quality: In contemporary conceptualisation, service quality is a comparison of perceived expectations (E) of a service with perceived performance (P), giving rise to the equation SQ=P-E. This conceptualization of service quality has its origins in the expectancy disconfirmation paradigm. Customers in the hospitality industry like the hotel management industries are in a strong bargaining position due to the significant growth of hotels. According to Jana and Chandra (2016), customer satisfaction has become an important aspect of the hotel industry. Unlike mother industries, the hotel industry prospers due to customers’ retention. It is only through customer satisfaction that a hotel can retain its customers. Quality concept can be viewed in various perspectives in order to fully appreciate the role it plays in the many parts of business organization especially in the hotel industry. According to Bruhn and Manfred (2006) the concept of service quality emerged as a major challenge for service companies. This is because of the characteristics of services; especially the encounter of provider and customer in the service process, service quality is a more complex construct than product quality. Indeed the most fundamental definition of a quality product is one that meets the expectations of the customer. In hotel industry, quality is defined simply as product conformation to specifications while meeting the expectations of the customer. Since each customer have their own expectations, and then service quality remains a subjective matter that befits objective assessment through understanding of various facets of perception, their measurement and how they relate to satisfaction an issue we shall pursue in this proceeding section

Customer expectations are the opinions about services, which are provided for customers to deliver as the criterion, or ideals versus which the real performance is assessed (Churchill and Surprenant, 2017). A complete wisdom about traveller expectation consists of the variables that form them as a crucial variable in hospitality business. Satisfaction is derived by the fulfillment of customers’ anticipations against what they receive from organization (Olsen, 2012). Within the demographic or personal factors that might shape these expectations are age, gender, ethnicity, and income (Parks, 2012). In addition to this, the anticipations of the travellers may also be impacted by some factors such as the rate of the hotel. Star ranking might be measured as a shape of clear service pledge and according to Churchill and Surprenant, (2017) explicit service pledges are some kinds of variables that impact service anticipations. Guests may presume that a hotel with greater ranking may deliver better services than the hotel, which has less star ranking. Customer perceived value is a complicated idea to identify and assess. Yeung (2002) defined perceived value as a measurement of the function of product, which was derived from the discernment on given and received services. Perceived value is the advantage, which is received by customer versus the total costs. It is generally viewed as a comparative calculation of the costs and the rest of the economic facets of services. Nonetheless, what comprises value emerge to be extremely personal, characteristic, and it might broadly vary among customers (Sohail 2013).  Today customer perceived value is asserted as a significant variable to lead the service provider to attain appropriate competitive rank in the market (Kotler, 2015). Suhartanto (2000) emphasized the relationship between perceived value and customer satisfaction. In the tourism literature, Ali (2015) made an effort to recognize the most significant hotel attributes based on value orientation. They identified that high loyalty achievement depends on some practical fields such as the value of the range of hotel services, the quality of personnel, the quality of guest room decoration and facilities, a strong brand name and significant identity and perceived value.

Today, as competition and cost increase, and as productivity and quality decrease, service firms face the task of increasing their competitive differentiation, service quality and productivity, (Kolter, 2010). However, the issue of quality in service delivery basically relies on customer’s judgment. According to Grzinic (2007), quality as a concept is a complex term, made up of several element and criteria. All quality elements or criteria equally important in order to obtain one hundred percent quality. Today quality is the result of growing and increasingly diverse needs of the consumers, along with a highly increasing competition, market globalization and the development of modern technology. To ensure a high quality in service delivery, Shalim (2010) opined that managers in the service sector must demonstrate that their services are customer focused and that continuous performance improvement is being delivered. It is essential that customer expectations are properly understood and measured. Wisniewski (2011) related that service quality is a concept that has aroused considerable interest and debate in the research literature because of the difficulties in both defining measuring it with no overall census emerging on either. There are a number of different “definitions” as to what is meant by service quality.

Therefore, hotels have to provide service carefully because of the availability of too many other hotels. Measuring customer’s expectation is the key to being able to serve the customer satisfactorily. On the other hand, with better understanding of customer’s perceptions, hotel can determine the actions required to meet the customer’s needs. In this way they can easily satisfy the customer which has a direct impact on the overall performance of the industry. This importance of customer satisfaction in today’s dynamic corporate environment is obvious as it greatly influences customer’s repurchase intentions to switch. Given the vital role of customer satisfaction, it is not surprising that a variety of research has been devoted to investigating the determinants of satisfaction (Heide and Grønhaug, 2013). Satisfaction can be determined by subjective (e. g. customer needs, emotions) and objective factors (e. g. product and service features). Applying to the hospitality industry, there have been numerous studies that examine attributes that customers may find important regarding customer satisfaction. Customer satisfaction has been a popular topic in marketing practice and academic research since Cardozo's (2009) initial study of customer effort, expectations and satisfaction. Despite many attempts to measure and explain customer satisfaction, there still does not appear to be a consensus regarding its definition. Customer satisfaction is typically defined as a post consumption evaluative judgement concerning a specific product or service (Hoffman 2011). It is the result of an evaluative process that contrasts pre-purchase expectation. Studies show that customer satisfaction may have direct and indirect impact on business results. Luo and Homburg (2007) concluded that customer satisfaction positively affects business profitability. It is against this background the researcher tends study effect of service quality on customer satisfaction in hotel in Awka Anambra state.


1.2. Statement of the problem

The hospitality industry is constantly faced with problems of poor service delivery which includes; front desk services, speed in service delivery, honesty and good attitude towards customers which have prompt hotels to continue to lose customers to its competitors and creation of new customers is below target (Anna, 2009). The Report revealed that, the customers often complained of customer neglect which becomes more annoying when its coming front a first customer, as the saying goes “first impression matters”. This situation has led to customer dissatisfaction and as a result, they are shifting their demands and loyalty to other organizations providing similar services in a manner that meets their expectations. However, in the pursuit of Service growth and success, much depends on the performance of the industry which also flows from the quality of the services that are rendered (Joby, Grove and Fisk, 2016). One perceived problem found by previous studies in the hotel industry in Nigeria is the differences in the quality of the services that are delivered by entities in the industry.

To mention, Petrick (2014) defined service quality as the extent to which a service meets customer’s needs or expectations. Shahin (2016) defined service quality as the difference between customer expectations of service and perceived service. If expectations are greater than performance, then perceived quality is less than satisfactory and hence customer dissatisfactory occurs.  Zeithaml and Bitner (2003) states that service quality is a focused evaluation that reflects the customers’ perception of specific dimension service; reliability responsiveness, assurance, Empathy, tangibles. Sohail (2003) defined service quality as “Conformance to customer specifications” etc.

Petrick (2014) considers service quality as a critical dimension of competitiveness. Providing excellent service quality and high customer satisfaction is the important issue and challenge facing the contemporary service industry (Hung, Knight, Cronin, Tomas, Hult, and Keillor.,2003). Service quality is an important subject in both the public and private sectors (Heide, and Grønhaug, 2019). Chen (2014); Simanavicius (2016) agree altogether that service quality is the extent to which a service meets or exceeds customer needs and expectations. Ha and Jang (2009) argued that service failure occurs when customer perceptions do not meet customer expectations. The problem with service failure is that it may lead to a destroyed relationship between the customer and the management. The study aims at filling the gap by investigating the effect of service quality on customer satisfaction in hotel establishment in Awka, Anambra state.


1.3 Objective of the Study

The broad objective of the study is effect of service quality on customer satisfaction in hotel establishment in Awka anambra state.

The specific objectives of the study include to;

      i.                  Determine the effect of service quality on perceived value in selected hotels in the study area.

     ii.                  Determine the influence of service quality on customer satisfaction in selected hotels in the study area.

   iii.                  Examine the influence of service quality on customer loyalty in selected hotels in the study area.

   iv.                  Determine the effect of perceived price fairness on customer satisfaction in selected hotels in the study area.


1.4 Research Questions

The following questions guided the study

      i.                  What is the effect of service quality on guest perceived value in selected hotels in the study area?

     ii.                  What is the influence of service quality on customer satisfaction in selected hotels in the study area?

   iii.                  What is the influence of service quality on customer loyalty in selected hotels in the study area?

   iv.                  What is the effect of perceived price fairness on customer satisfaction in selected hotels in the study area?


1.5 Research Hypotheses

The following null hypotheses is tested in this study

H01: There is no significant relationship between service quality and perceived value.

H02: There is no significant relationship between service quality and customer satisfaction.


1.6 Significance of the Study

This research work will be significant to employees, managers of hospitality establishment, owners of hospitality establishments and scholars.

The findings from this study will enlighten managers of every business organizations especially hospitality establishments on the significant factor to determine hotel guest perceived value and customer satisfaction. Therefore, there is a gap of service quality research in hospitality field. In addition, whether guest service quality impacts on guest perceived value and customer satisfaction in hospitality industry. The relationship between guest service quality on guest perceived value and customer satisfaction is important to hotel managers manage and also help enlighten both hotel new and current employees.

The study will educate students of this noble institution and other institutions on the influence on guest service quality on guest perceived value and customer satisfaction of hospitality establishments.

Finally, the study will serve as a reference material to researchers who would want to research a similar topic in future.


1.7 Scope of the Study

The study centered on the effect of service quality on guest satisfaction in hotel in Awka Anambra state. The geographical scope is Awka Metropolis while the unit scope is managers and staff of some selected hotels in Awka Metropolis.


Click “DOWNLOAD NOW” below to get the complete Projects

FOR QUICK HELP CHAT WITH US NOW!

+(234) 0814 780 1594

Buyers has the right to create dispute within seven (7) days of purchase for 100% refund request when you experience issue with the file received. 

Dispute can only be created when you receive a corrupt file, a wrong file or irregularities in the table of contents and content of the file you received. 

ProjectShelve.com shall either provide the appropriate file within 48hrs or send refund excluding your bank transaction charges. Term and Conditions are applied.

Buyers are expected to confirm that the material you are paying for is available on our website ProjectShelve.com and you have selected the right material, you have also gone through the preliminary pages and it interests you before payment. DO NOT MAKE BANK PAYMENT IF YOUR TOPIC IS NOT ON THE WEBSITE.

In case of payment for a material not available on ProjectShelve.com, the management of ProjectShelve.com has the right to keep your money until you send a topic that is available on our website within 48 hours.

You cannot change topic after receiving material of the topic you ordered and paid for.

Ratings & Reviews

0.0

No Review Found.

Review


To Comment


Sold By

ProjectShelve

7891

Total Item

Reviews (29)

  • Anonymous

    1 week ago

    This is truly legit, thanks so much for not disappointing

  • Anonymous

    1 week ago

    I was so happy to helping me through my project topic thank you so much

  • Anonymous

    2 weeks ago

    Just got my material... thanks

  • Anonymous

    3 weeks ago

    Thank you for your reliability and swift service Order and delivery was within the blink of an eye.

  • Anonymous

    3 weeks ago

    It's actually good and it doesn't delay in sending. Thanks

  • Anonymous

    3 weeks ago

    I got the material without delay. The content too is okay

  • Anonymous

    1 month ago

    Thank you guys for the document, this will really go a long way for me. Kudos to project shelve👍

  • Anonymous

    1 month ago

    You guys have a great works here I m really glad to be one of your beneficiary hope for the best from you guys am pleased with the works and content writings it really good

  • Anonymous

    1 month ago

    Excellent user experience and project was delivered very quickly

  • Anonymous

    1 month ago

    The material is very good and worth the price being sold I really liked it 👍

  • Anonymous

    1 month ago

    Wow response was fast .. 👍 Thankyou

  • Anonymous

    1 month ago

    Trusted, faster and easy research platform.

  • TJ

    1 month ago

    great

  • Anonymous

    1 month ago

    My experience with projectselves. Com was a great one, i appreciate your prompt response and feedback. More grace

  • Anonymous

    1 month ago

    Sure plug ♥️♥️

  • Anonymous

    1 month ago

    Thanks I have received the documents Exactly what I ordered Fast and reliable

  • Anonymous

    1 month ago

    Wow this is amazing website with fast response and best projects topic I haven't seen before

  • Anonymous

    1 month ago

    Genuine site. I got all materials for my project swiftly immediately after my payment.

  • Anonymous

    1 month ago

    It agree, a useful piece

  • Anonymous

    2 months ago

    Good work and satisfactory

  • Anonymous

    2 months ago

    Good job

  • Anonymous

    2 months ago

    Fast response and reliable

  • Anonymous

    2 months ago

    Projects would've alot easier if everyone have an idea of excellence work going on here.

  • Anonymous

    2 months ago

    Very good 👍👍

  • Anonymous

    2 months ago

    Honestly, the material is top notch and precise. I love the work and I'll recommend project shelve anyday anytime

  • Anonymous

    2 months ago

    Well and quickly delivered

  • Anonymous

    2 months ago

    I am thoroughly impressed with Projectshelve.com! The project material was of outstanding quality, well-researched, and highly detailed. What amazed me most was their instant delivery to both my email and WhatsApp, ensuring I got what I needed immediately. Highly reliable and professional—I'll definitely recommend them to anyone seeking quality project materials!

  • Anonymous

    2 months ago

    Its amazing transacting with Projectshelve. They are sincere, got material delivered within few minutes in my email and whatsApp.

  • TJ

    4 months ago

    ProjectShelve is highly reliable. Got the project delivered instantly after payment. Quality of the work.also excellent. Thank you