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THE INFLUENCE OF INTERIOR DECORATION ON CUSTOMER’S PERCEPTION OF HOTELS

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ABSTRACT


This work evaluated the influence of interior decoration on customer perception of hotels in Uyo Akwa Ibom state. Specifically the study identified the various interior decoration used in hotels in Uyo. The specific objective identified the various interior decoration used in hotels in the study area, determined the interior decoration used in hotels that appeal to the customer more, ascertained the influence of interior decoration on the level of patronage in the hotels in the study area and suggested ways of improving the interior decoration of hotels in the study area for sustainability. The study was guided by four research guideline and two hypothesis. It adopted survey research design, structure questionnaire was used for data collection. The sample for the study were four hundred (400) staff and managers from the various hotels in the study area. Data generated were analysed using mean and standard deviation analyses of variance (ANOVA) derived from regression analyses to test the hypothesis. The result of the findings showed that satisfactory interior decoration has positive influence on the sustainability of the hospitality establishment in Uyo. The hypothesis showed that there was a significant relationship between the gender perceptions on the influence of interior decoration in the hotels and significant relationship between the gender perceptions on the influence of interior decoration in the hotels. From the findings it was recommended that the hotels should design interior decorative service delivery system which has an impact on customer satisfaction in hospitality industry and practiced healthy decorative environment and increased customer satisfaction.

                                                                        

 

 

 

 

TABLE OF CONTENTS


CONTENT                                                                                       PAGES

TITLE PAGE                                                                                                                          I

CERTIFICATION                                                                                                                  II

APPROVAL PAGE                                                                                                                III

DEDICATION                                                                                                                        IV

ACKNOWLEDGEMENT                                                                                                      V

ABSTRACT                                                                                                                           VII

TABLE OF CONTENT                                                                                                         VIII

LIST OF TABLES                                                                                                                  XI

 

1.1       CHAPTER ONE INTRODUCTION                                                                          1

1.2       Background of the study                                                                                             1

1.2       Statement of problem                                                                                                 4

1.3       Objective of the study                                                                                                 5

1.4       Research questions                                                                                                     5

1.5       Hypotheses                                                                                                                 6

1.6       Significance of the study                                                                                            6

1.7       Scope of the study                                                                                                      7

 

2.0       CHAPTER TWO LITERATURE REVIEW                                                             8

2.1       Conceptual framework                                                                                               8

2.2.1      Interior decoration                                                                                                      8

2.2.2    Element of interior decoration                                                                                   9

2.2.3    Colour wheel                                                                                                              10

2.2.4    Dimensions of colour:                                                                                                10       

2.3.0    Wall covering                                                                                                             12

2.3.1    Types of wall covering                                                                                               13

2.4.0    Flower                                                                                                                         14

2.4.1    Flower arrangement                                                                                                   15

2.4.2    Types of flower arrangement                                                                                     15

2.5.0      Important interior decoration principles                                                                     16

2.6.0      Elements of design                                                                                                     19

2.7.0    Customer perception                                                                                                  20

2.7.1      The factors affecting the perception of customers                                                     21

2.8.0      Service quality                                                                                                            22

2.8.1      Measuring service quality                                                                                          25

 2.8.2   Customer’s satisfaction                                                                                              26

2.9.0      Importance of hotel interior decoration                                                                      28

2.10.0   Relationship between customer perception and hotel

Interior decoration.                                                                                                     29

2.11.0   The effect of interior decoration and customer perception in

Hospitality establishment.                                                                                          30

2.12.0   Theoretical framework                                                                                               31

2.12.1   A model of consumer behaviour                                                                                31

2.13.0   Need recognition                                                                                                       32

2.13.1  The five gap model of service quality                                                                                    33

2.14     Related empirical work                                                                                               36

2.15     Summary of literature review                                                                                     37

 

3.0       CHAPTER THREE: METHODOLOGY                                                                   39

3.1       Area of study                                                                                                              39

3.2       Research design                                                                                                          39

3.3       Population for the study                                                                                             40

3.4       Sample for the study                                                                                                   40

3.5       Sample techniques                                                                                                      41

3.6       Instrument for data collection                                                                                    42

3.7       Validation of the instrument                                                                                       42

3.8       Reliability of the instrument                                                                                       43

 3.9      Data collection techniques                                                                                         43

3.10     Data analysis technique                                                                                              44


4.0       CHAPTER FOUR: RESULTS AND DISCUSSION                                                 45

4.1       Data presentation and analysis                                                                                  45

4.2       Research questions                                                                                                     45

4.3       Test of hypothesis                                                                                                       54

4.4       Findings of the study                                                                                                  55

4.5       Discussion of findings                                                                                                56

 

5.0       CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS        62

5.1       Summary                                                                                                                    62

5.1.1    Restatement of problem                                                                                             63

5.1.2    Description of procedures used                                                                                  65

5.1.3    Major findings                                                                                                            65

5.2       Conclusion                                                                                                                  66

5.3       Recommendations                                                                                                      66

REFERENCE                                                                                                                         68

APPENDIX I                                                                                                                        71

 

 

 

 

 

 

 

 

LIST OF TABLES


CONTENT                                                                         PAGES

Table 4.1: The interior decoration used in the hotel.                                         45

Table 4.2:    The interior decoration that appeal to you more                               47

Table 4.3: The perception of interior decoration will increase

customer loyalty                                                                            48

Table 4.4: The influence of interior decoration on the level of patronage.    49

Table 4.5: The perception of interior decoration will advertise the hotel establishment.                                                                         50

Table 4.6: The perception of interior decoration will increase patronage

of guests.                                                                                        51

Table 4.7: The perception of interior decoration will make a hotel better

than other competitors.                                                                  52

Table 4.8: The role of interior decoration in the sustainability of the hotels

in Uyo.                                                                                           53

Table 4.9: The regression analysis of various interior decorations used

                     in the hotel and there influence on customer perception.             54

Table 4.10: The regression analysis of the gender perceptions on the

influence of interior decoration in the hotels                                 55

 

 




 

CHAPTER ONE


1.1     INTRODUCTION

1.2     Background of the study

The hotel sector is a segment within the guest room for sleeping Hayes and Ninennier, (2007) in its narrowest sense, this definition is correct, however todays traveling public has a wide variety of lodging alternatives and the definition just cited is of limited use. Hotel as a “home away from home” is a place where the tourist stop being a traveler and becomes the guest sheela (2008). A hotel usually offers a full range of accommodation and services, which may include suites public dinning, banquet facilities, entertainment facilities and lounge. Smritee (2008) define a hotel as a place where accommodation and food is provided to the visitors or tourists, on the payment of money. David (2010) broadly defined hotel as an establishment held out by the proprietor, providing accommodation, food and beverages to any traveler presenting his/her self, who is willing and able to pay for the services rendered and is in a good state of mind to be received by the hotel.

Customer perception is a central phenomenon in marketing Kucukosmanoghu (2010). It is a measure of how products and services supplied by a company meet or surpass customer expectations Farris; Paul and Neil, (2010) Frennei et al (2010) rightly pointed out that customer perception is defined as a marketing concept that encompasses a customer’s impressions, awareness and consciousness about a company or its offerings. Kucukosmanoghu (2010) opined that customer’s perception is typically affected by advertising, reviews, public relations, social media, personal experiences and other channels when it comes to influencing consumers to purchase a product, their perception of the brand must be taken into account. This perception may vary based on the customer or certain demographic of customer. Customer perception can be developed from a variety of factors such as their own personal experienced or how they have heard other people experienced the product. In this respect alongside excellent products and service excellent equipment and facilities and service, excellent equipment and facilities and expert, personal contact with customers is of helical importance to the satisfaction of the customers which arises to the sustainability of hotel industries Gutman and Lawrence, (2005).

Interior decoration in hotels has today becomes a popular subject of debate in many circles Raghubalan and Raghubalan (2009). This is as a result of different approaches to its definition. Many approach it from an angle of the customer. Perception while others consider the precaution environment of the firm in their effort at defining the subject matter. Without doubt the subject matter is subjective and resides in the mind of the customer.

Ragbubalan and Ragbubalan, (2009) opined that interior decoration is a highly personal form of self-expression Kotler and Armstrong, (2009) noted that a company’s first task is to create customer satisfaction, this is possible to the extent to which company’s offer meets customers need and value, within the bounds of search costs and limited knowledge mobility and income. Pile (2003) Explained that interior decoration is the sum of one’s interests as an individual or a group, a personal statement created by combing various element of art by using certain principles, colour, lighting, floor coverings and finishes, carpets, ceiling and wall coverings and various accessories, Customer perception with products, services and performance of operational facilities and equipment’s is a cornerstone of hotels co-operate strategy, laying the foundation for long-term sustainable success knowing  customers’ needs and expectations and learning more about them by maintaining an ongoing dialogue with customers is a top priority for hotels. Kucukosmanoghu (2010) In this respect alongside excellent products and services, excellent equipment and facilities, expect achievement and personal contact with the customer is of critical importance to the satisfaction of the customer which arises to sustainability of interior decoration in hotel industries.

Akwa Ibom is a state in south-south Nigeria the capital is Uyo. In addition to the capital are tourist attraction in Akwa Ibom which includes, Ibeno Beach, Raffia Weaving and Wood Carving Oron, Oron Museum, Ebughu fishing trawlers berth, Sameshion beach, Ivwaniba beach, Uta ewa beach. Mary Slessor’s house, marina resort. The above attributes have led to the development of hospitality industries in Akwa Ibom state especially Uyo which is concentrated with a lot of hotels to cater for the needs of tourist (National Bureau of statistics /state information, 2012).


1.2     Statement of Problem

Citing research on customer loyalty by the forum cooperation. Schelesinge and Heskett (2006) noted that 14% of customer stopped patronizing service businesses because they were dissatisfied by the quality of the product while two third defected because of what they judged to be indifferent or unhelpful service. The influence of interior decoration on customer’s perception of hotels especially in Uyo cannot be over emphasized. Hotels are yet to gain its ground in Nigeria like its counterparts in the world (Aroro and Goyal 2008). One of the ways to make hotels in Uyo meet up with the hospitality industry standard of the outside world is by embracing interior decoration culture which will in returns satisfy the customers.

Zeithaml et al (2007) studied whether customer’s perception of quality were influenced by or not they had experienced a recent service problem. They found that service problems adversely affect customer perceptions of service quality. Hotel management have fail to recognize the importance of effective maintenance of interior decoration which covers the following aspects inspection of tables / walls / windows / lights / repair of the defects (Goyal and aroro 2006). The above mentioned factors and others prompted this research on the influence of interior decoration on customer perception of hotels.


1.3     Objective of the Study

The main objective of this research is the influence of interior decoration on customer perception of hotels in Uyo. Specifically the work

     I.         identified the various interior decoration used in hotels in the study area.

   II.         determined the interior decoration used in hotels that appeal to the customer more.

 III.         ascertained the influence of interior decoration on the level of patronage in the hotels in the study area.

IV.         suggested ways of improving the interior decoration of hotels in the study area for sustainability.


1.4     Research Questions

         I.         What are the various interior decoration used in the hospitality/hotels in the study area?

       II.         What are the interior decoration used in hotel that appeal to the customer more?

    III.         What way those the influence of interior decoration affect the level of patronage in hotels in study area?

    IV.         What are the ways of improving the interior decoration of hotel in the study area for sustainability?


1.5     Hypotheses

Ho1. Is there any significant difference between the various interior decorations used in the hotel and there influence on customer perception

Ho2. There is no significant relationship between the gender perceptions on the influence of interior decoration in the hotels.


1.6     Significance of the Study

Theoretical Significance: - The findings of this work would identify the factors that influence customer on their choice of hotel from the most important to the least customers to base their purchase decision on their own personal perception of product rather than factual certainty it would also provide information regarding the importance of value creation as customers select their service providers based on how well the travel providers meet their perceptions. The findings would also help policy makers have a clear understanding of their responsibilities for standard interior decoration and oversight and other people by providing information regarding consumer behaviour in order to satisfy their needs and want.

Practical Significance: - Interior decoration is one the paramount expectation of any customer. In the first instance is to have a comfortable stay in the hotel. The findings of the work would make the hotels understand the factors facing the industry and tackle them by implementing adequate interior decoration, maintenance of facilities and availability of new product and services leading to high level of patronage resulting to increased profit.

Upcoming researchers in aviation sector and related field can apply the findings of this research work as reference point for future research as this research generally is meant to contribute to knowledge. 


1.7     Scope of the Study

This study is limited to Uyo the capital of Akwa Ibom state. It focuses on the influence of interior decoration on customer perception of hotels. The study will focus on the effectiveness of customer perception on interior decoration. The research will recognize the best way to satisfy hotel customer and carryout proper interior decoration in Uyo area using questionnaire.

 

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