Negi, Rakshit (PhD)Abera, Henok2019-01-102023-11-102019-01-102023-11-102011-04http://etd.aau.edu.et/handle/12345678/15621Every 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.enHotel Tommy International at Bishoftu townservice marketing practicesThesis