aim of this project work fitted “ Marketing of Hotel services in Warri
Metropolis which Royal Ark Hotel Limited was used as a case study was to determine the causes of low patronage by
customers and equally to suggest possible solutions to the problem.
Relevant work relating to this
project was reviewed in order to get more information on work to be carried
out. Both primary and secondary data was
collected in order to get the relevant
information on the project work. on the
course of he analysis many findings were made which was attributed to be the
cause of low customers patronage in the hotel.
Among the findings were:
The service process of the organization is too long.
There is no clear organizational chart.
There is no
clear organizational chart
Staff are not properly motivated in terms of salary.
promotional tools were not effective
staff are not
there is no
laid down rules for employment
order to over come the problems listed above the following recommendation were
That the management of the organization should
establish a pure marketing department and employ qualified marketing personnel
in the department.
That the management should make their service process
to be short by way of standardization and documentation of service process
incentive given to customers are
They should ensure that the promotional incentive given to customers are adequate
Clear organizational chart should be made so that it
will not create confusion on whom to report to.
The management should motivate their staff by way of training and paying good salary
The organization should make sure that more graduates
with reasonable experience are employed into the organization.
conclusion, it was expected that this project would contribute to more practice
of marketing concept in a hotel industry if it is implemented.
TITLE PAGE II
OF THE STUDY 1
OF PROBLEM 5
THE STUDY 6
OR PURPOSE OF HE STUDY 6
SCOPE AND LIMITATION OF THE STUDY 8
OF HYPOTHESIS 8
OF TERMS 9
THE STUDY 38
FOR THE STUDY 38
SAMPLE SIZE 39
ANALYSIS AND --
OF DATA 43
APPENDIX I 79
BACKGROUND OF THE STUDY
subject matter of this research work s the “ marketing of hotel service in
Warri metropolis” address the topic it is of importance to know what is meant
by marketing service and hotel.
to Kotler (1991 P.10), Marketing is defined as
a social and managerial process
by which individuals and groups obtained what they need and want through
creating, offering and exchanging products of value with
others. According to William J. Stabtib
(1981 P3) Marketing is a transaction an
exchange intended to satisfy human needs or wants.
British institute of marketing (1989
P1), marketing could also be viewed as the management process responsible for
identifying, anticipating and satisfying customer requirement profitably.
According to William J. Stanton (1981
P.441) , services are those separately identifiable, essentially intangible activities that provide want
satisfaction, and that are not necessary tied to the sale of product or another
The Oxford Advanced Learners
Dictionary of Current revised by Honby. Hotel is “a building where meals and
rooms are provided for travelers”,
Classification of hotels: Motorist
hotel with rooms and cabins, a parking area.
However some of he important service offered by hotel are Accommodation
banqueting hall, bar, conference facilities etc
increase changes in the marketing place have made it necessary for hotel to
become more market oriented in offering of their services. They aim at satisfying their customers needs
as well as fulfilling their own organization goals.
An Arewa hotels in house magazine
(1991P30) define Hotel marketing as the application of marketing concept in the hotel industry so as to achieve a more
effective rendering of services to the customer”. They have been many developments and changes in the hotel
reflect trends in the economic,
political and business environment with other being a consequence of technology
ad social changes.
It was recently that hotels became
more concern with marketing of services.
Expansion as well as competition among hotel organization or operators
has occurred with rapid increase in recent years.
Today, there are so many hotels with
the result that there is competition among them to win patronage of “customers”
who want their service.
Any organization wishing to survive
in this present day competition and indeed in any depressed economy should have
always their service/ products, packaging and the images of their organization
to help the promotional activities of the company to succeed in satisfying
their customers and these could only be achieved by those hotels that are
prompt, efficient and effective. These
hotels hve to restructure their principle and practices to adopt to changes
that are talking place n the industry.
From a close observation of hotels in Warri one would realize that a
lot has to be done in order to improve the efficient, effective of hotels
It is the aim of this research work
to explore all the available avenues for the improvement of the effectiveness
of hotels operations in Warri because when compared with other states or
cities, their operations are still poor and inadequate.
Marketing concept is expressed in a focus
on growth which there is continuing planned effort to enlarge of market.
However, the concept means that a
business aim towards satisfying its customer.
While making a profit, the concept call for hotel management and
employees to plan marketing strategies towards achieving customer satisfaction
and organization goals. In scheduling
hotel activities whether for long range planning done at top management level or operational duties
done at the employee level the two goals of guest satisfaction and profit
should be kept in mind at all times.
All company activities research,
production, finance and sales are
devoted to finding out what customers
wand and then creating the product and services to satisfying these wants. The theory holds that hotel activities are
co- ordinate to meet the needs and wants of customers, profit will result. The philosophy of marketing concept means
that marketing should begin and end with customers.
STATEMENT OF PROBLEM
The research will take cognizance of the following issues
Lack of adequate trained and skillful person at
supervisory level to organize and undertake effective on the job training for
the operative at the basic technical level
Lack of awareness of the needs and objectives of hotel
The problem of high rate of labour turnover in hotel
Delay in providing rooms, bars and restaurants
Lack of adequate knowledge of hotel finance
Non application of marketing concept by some hotel
Failure to appreciate
that “customers” want satisfaction is the economic and social
justification of company’s existence.
NEED FOR THE STUDY
is to portray the rich potentials that exist in hotel services process. It is the desire of the researcher that
scholars on this topic would see further
needs to use the information, data provided to enrich their works.
Also to find solution to these
problems highlighted earlier and to re- state the importance of consumers
satisfaction when applying marketing concept.
OBJECTIVE OR PURPOSE OF THE STUDY
objective of this research study is specifically to find solutions that when
applied to the statement of problem of hotel services in Warri metropolis of Delta State.
Training of hotel personnel to
acquire skilled manpower for achieving
higher standard of services
Hotel should attach priority to the
recruitment of hotel school graduates to enhance professionalism and facilitate the access of
the graduates to responsible posts.
The hotel should establish closer
relations with hotel schools to facilitate interaction and improve the quality of their product/
Application of marketing concept will
help to improve the poor quality and inadequacy of services rendered by
identifying that customers want satisfaction is the economic and social
justification of their hotel existence.
Improvement of their marketing effort
and addition of new service or to be service oriented on the exist ones.
Providing computerized check in and
offering express checkouts facilities to ease delayed.
SCOPE AND LIMITATION OF THE STUDY
of this study will be very wide if it has to be
carried out in all the hotels in
Warri metropolis. Based on his,
the study is focused on Royal Ark Hotel Limited.
This research study has been limited
by some factors which are
Research work of this nature require some months for effective
completion unfortunately, time constraint on part of the researcher has
prevented him from making use of all the required time.
is an insufficient funs for researcher to carryout his research work in
all the hotels in Warri or the entire
STATEMENT OF HYPOTHESIS
hypothesis to be tested in this course
of study are as follows.
application of marketing concept is not the cause of customers dissatisfaction
application of marketing concept is the cause of customers dissatisfaction in
Ho Dissatisfaction of customers does
not result from insufficient and poor quality personnel/staff of hotels.
Dissatisfaction of customers result from
insufficient and poor quality personnel/staff of hotels
Ho Insufficient recreational and
entertainment facilities does not resulted to customers dissatisfaction in
Insufficient recreational and
entertainment facilities resulted to customers dissatisfaction in hotels.
DEFINITION OF TERMS
following terms in this study should be taken to be the following:
is a human activity directed at satisfying needs and wants through exchange
Advanced Learners Dictionary of current English Revised by Horuby) Hotel is a building where meals and
rooms are provided for travellers.
The marketing concept holds that the key to achieve organizational
goals consist in determining the needs
and wants of target market and delivering the desired satisfaction more
effectively and efficiently than
is something that is viewed as being capable of satisfying needs or wants.
any act or performance offered by an individual or groups of an individual to
another which is especially intangible and does not result in ownership of anything earn and creates satisfaction, for
the mutual benefit of the service provider and service consumers.