The Effect Of Service Quality On Customer Satisfaction In Addis Ababa: Experience From Selected 3 And 4 Star Hotels
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Date
2017-05-14
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Addis Ababa University
Abstract
The role of service quality in the success of hotel businesses cannot be denied, the service quality
asserted by the Addis Ababa hotel need to be studied. It is vital for the hotel directors and owners
to have a good understanding on what precisely the customers desire. Identifying the dimensions
of the service quality, and their relative importance for customers for three and four star category
of hotel industry would definitely help managers in improving the service quality. The main
objective of this research is to evaluate the effect of service quality on customer satisfaction of
three and four star hotels in Addis Ababa by applying a modified SERVQUAL model called
HOLSERV from the point of the three service quality dimension (employee behavior and
appearance, tangibility and reliability) of the service delivered by the three and four star hotels
in Addis Ababa. To achieve this objective, quantitative research design and causal research
approach were used to analyze the data collected through a structured questionnaire from a
sample of 384 hotel guests. These respondents were selected using non-probability convenience
simple method and hotels were selected purposefully. The data collected through a questionnaire
were analyzed using statistical tools such as mean, standard deviation, correlation and
regression analysis via SPSS Version 20. The major finding of the study indicates, the employee
behavior and appearance dimension can highly affect customer satisfaction, followed by
reliability and tangibility. Based on the findings of the study, the researcher recommended that
the owners or top management to improve quality services so as to satisfy customer’s needs
should hire professional, self-motivated, passionate employees who are capable to deal with
customer and solve customer complaints and other issues in an effective manner, besides this
continuous training should be provided. The study only addressed twelve three and four star
rated hotels, which found in Addis Ababa this limits the generalizability of the study
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Keywords
Service quality, Customer Satisfaction, Service quality dimension