A Qualitative Study of Service on Customer Satisfaction

12161 Words Jun 14th, 2011 49 Pages
CHAPTER ONE INTRODUCTION

1.1 BACKGROUND TO THE STUDY
In recent times, customer’s satisfaction has been the main concern for every hotel and resort. Customers are now more valued and every effort is being made to keep them loyal to the hotel and make them permanent visitors. The hotel industry believes that higher level of customer satisfaction may result in higher levels of repurchase. Repeat purchasing is essential to a continued stream of profitability through achieving higher levels of customer satisfaction (Oliver, 1997). The customers’ satisfaction can be defined as “the fulfillment response” which they feel towards given service. It has been a judgment that a product or service feature, or the product or service itself,
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1.3 SCOPE OF THE STUDY
The study was carried out in Kampala, Uganda, East Africa. The research study covered Martin Motel as a representative of all other hotels in the area.
.Martin Motel is located in Ndeeba a Kampala Suburb just two kilometres from the city Centre and about 25kilometres from the Entebbe International airport. It is located on Kampala Masaka road.
For purposes of this study only visitors to the Motel were considered and the study lasted for one month. A total of 113 respondents were chosen purposively to answer the questionnaires

1.4 STRUCTURE OF THE REPORT
In order to analyse customers’ satisfaction with the service at Martin Motel in Ndeeba, this study will review the current literature in the context of customers’ satisfaction and the services provided by the hotel industry. It will also examine the customers’ satisfaction in relation with the services provided at Martin Motel through the primary data. For this purpose, in the literature review chapter, different theories relating to service, customers’ satisfaction and different categories of hotels will be reviewed. The methodology chapter will present philosophy and methods of research undertaken for this study. It will also describe the sampling, data collection tools and the method for data analysis. The fourth chapter will present the results of the research in relation with demographic analysis of the respondents and their satisfaction level
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