Challenges of service marketing practices: The case of Kuriftu resort and Hotel Tommy International at Bishoftu town
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Date
2011-04
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Addis Ababa University
Abstract
Every service businesses particularly, resort/hotel must try to improve their service
quality and understood their customer requirements; in order to make customers
satisfied with their services. Once customers' requirements are clearly identified and
understood, resorts / hotels are more likely predict and fulfill the customer's needs and
wants. In turn the satisfied customers will likely come again or extend their s tay at
resort/hotel. The major objective of this stu dy was to identify challenges facing service
sector, determine the level of service quality and customer satisfaction; specific to Kuriftu
resort and Hotel Tommy International. For undertaking this research descriptive research
(which do not test specific relationships between variables) was used; Further more, the
research have chosen to use both qualitative (which is suitable to measure and compare
the responses from a larger number of people) and quantitative (in wh ich the gathered
data's would be statistically be analyzed) research methods. To analyze the data; the
information were grouped into qualitative data (for which presentation and was made)
and quantitative data (which is organized and summarize in to percentage, frequency
and tables). The finding revealed that one of the extended mixes (process) particularly
check-in and check-out and providing the service at the time promised are major
challenges associated with service delivery, In-room technologies for communication and
entertainment, facilities for children are also the things that the organizations are not
doing well about. Moreover, the study provided new insights into the evulution of the
marketing mixes theory by posing brand new mix that is psychological factor which is
the extra extended mix that is like resort/ hotel attention, interest, understanding and
recognition towards customers and feelings the customers have while they get in to the
place where the service was provided, which is of cou rse need further research and less
performed by the stated resort/ hotel. To help reso rt/hotel owners/ managers tackle their
challenges, improve their service quality and level of customer satisfaction: Marketing
mix has to be reviewed constantly in order to meet the changing requirements of the
customers, the resort/ hotel staffs need to be trained and have good communication skill
and the resort / hotels need to understand the customer's psychology- how customer's
think, feel and motivate.
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Keywords
Hotel Tommy International at Bishoftu town, service marketing practices