Exploring the influence of service scape on customer satisfaction in the Ghanaian hospitality industry: a case study of Golden Tulip Kumasi.
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Date
2016-08
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KNUST
Abstract
Hotel guests search for servicescape cues to determine the quality of hotel services and the ability of the service providers to deliver value. This study generally aimed at exploring the influences of service scape on the satisfaction of customers of Golden Tulip Kumasi. Specific objectives included; measuring the influence of physical designs, hotel interiors and ambient factors on the satisfaction of customers of Golden Tulip Kumasi. Descriptive research design was employed for the study and questionnaire was the main data collection instrument used. Questionnaires were distributed to a sample of 400 customers of the hotel who were selected through convenience non-probability sampling method. Out of the 400 distributed questionnaires, 320 of them were correctly filled and collected which indicates 80% response rate. The study found that servicescape has an influence on the satisfaction of hotel guest with architectural designs of the hotel, internal layouts of the hotel, cleanliness of the hotel environment, cleanliness of the washrooms, the lighting in the lobby and the lighting in the restaurant being the key servicescape factors that have the highest influence on the satisfaction of the guests of Golden Tulip Kumasi. The study recommended to Golden Tulip to invest in the beautification of the hotels environment with well combined lighting system around and inside the hotel. Suggestion was also made to hotels to give much attention to the cleanliness of the hotels’ floor, washroom and guest room and the entire environment. Entrepreneurs and investors who desire to enter into the hotel industry were recommended to have a nice and modern architectural design of their buildings and beautiful and meaningful internal layouts in order to attract and maintain customers.
Description
A Thesis Submitted to the Department of Marketing and Corporate Strategy In Partial Fulfilment of the Requirement for the Degree Of Executive Master of Business Administration (Strategic Management and Consulting -Option).