Determinants of tourists’ satisfaction with hotel service delivery: a study of a three star hotel in Kumasi-Ghana
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Date
2015-02-13
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Abstract
In today’s highly competitive hospitality industry, improving service quality is key to boosting the tourism industry. Tourists’ satisfaction with Hotel Service Delivery is recognized as one of the criteria tourists used to measure the quality of hotel services. The expression of satisfaction with hotel service delivery results in behavioural responses such as recommending and saying positive things about and revisiting hotels. Despite the large body of literature available on satisfaction research in general, only a few academic studies have focused directly on customer satisfaction amongst tourists. Of these, an even more limited number have been undertaken in Ghana. The study on this premise seeks to assess the effect tourists’ characteristics have on their satisfaction with hotel service delivery. The expectancy-disconfirmation theory provided a theoretical framework for this study. This cross-sectional survey was conducted at a three star hotel in Kumasi and amongst 100 tourists who were systematically sampled for the study. Appropriate statistical analyses such as frequencies and chi-square were utilized. Results of the study revealed that a high percentage of tourists had high expectations with hotel services. Analysis of tourists’ satisfaction with the hotel services provided revealed that a high percentage of tourists were satisfied with the services delivered. The bivariate analysis using chi-square test of independence revealed a significant relationship between the tourists characteristics: gender, age, marital status, religion, country of origin and number of visits to Ghana, and tourists’ expectation with hotel service quality (p = 0.000 in all the relational measures). The test of relationship between tourists’ characteristics and satisfaction with overall service delivered also revealed that tourists’ gender, age, marital status, education, religion, country of origin and number of visit to Ghana all significantly relate to satisfaction with service delivery. The relationship between tourists’ characteristics and the various measures of service delivery (safety and security, courtesy of staff and physical facilities) revealed in addition that tourists’ gender, age, marital status, country of origin and number of visits to Ghana are significantly related to safety and security. These characteristics were also found to be significantly related to staff courtesy and physical facilities of the hotel. Based upon the results the study recommends that hotel managers pay particular attention to tourists’ characteristics when it comes to maximizing the satisfaction of their clients.
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A Thesis Submitted to the Department of Sociology and Social Work, Kwame Nkrumah University of Science and Technology in partial fulfilment of the requirements for the degree of Master of Arts in Sociology,