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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