ABSTRACT
This is an empirical study to evaluate the role of customers care in hospitality industry looking at concord hotel owner as a case far the study. A hypothesis was formulated for this study. Survey research method was adopted for the study. The questionnaires was thus the instrument of data collection 100 copies of questionnaires was distributed and collected. Literatures relevant to the study were reviewed to observe opinions of scholars and results of previous studies on the subject matter. It was this summarized that customer care helps to promote services quality in hospitality industries.
TABLE OF CONTENTS
Title Page i
Approval Page ii
Dedication iii
Acknowledgement iv
Abstract v
Table of Content
CHAPTER ONE:
Introduction 1
1.1 Background of the study 3
- Statement of the problem 4
- Objective of the study 4
- Significance of the study 5
- Research question 5
- The scope of the study 6
- Limitation of the study 6
- Implications of the study 7
- Definitions of terms 8
CHAPTER TWO
LITERATURE REVIEW
2.1 Review of related literature 11
- The servqual (customer care) 13
- Use of servqual instrument in the hospitality 17
- Use of servqual instrument in the hospitality
industry in Nigeria 21
CHAPTER THREE
3.0 Research design and methodology 28
3.2 Research population 30
3.3 Sample size and sampling method 30
3.4 Instrument of data collection 30
3.5 Validity of instrument 31
3.6 Method of data presentation 31
3.7 Data collection sample 32
3.8 Hypothesis of the study 33
3.9 Data analysis 34
CHAPTER FOUR
4.1 Summary of findings 35
4.2 Recommendation 39
4.3 Conclusion 39
References
CHAPTER ONE
INTRODUCTION
Traveling for business and for pleasure has become the order of the day. They hospitality industry is one of the fastest growing industries today. In liberalized, privatized and (LOBAL (LPG) environment, organizations are forced to excels others in providing quality services to their customer retaining the loyal customer is very important for the survival and growth of any organization, loyal customer may act as a unpaid brand ambassador. In order to thieve and excel in the competitive environment hospitality, organization have to maintain quality as per the expectations of customers. Hospitality managers have maintain quality and the value of services being offered to their guests as expected by them. The positive consequences of companies achieving high levels of customers satisfaction and services quality are well documented (rust and zathorik, 1993, zenithal, berry and parasuramen 19996). Indeed services quality and customer satisfaction issues are important as companies attempt to differentiate their services and compete effectively in the market place / parasurvamna, zenithal/ and berry, 1988, braon and swartz, 1989). Most research in the area of services quality has been based upon the model development by parasurman, zenithal and berry (1985,1988). Which incorporates a comparison of customer expectations and perceptions of services performance.
Purchase decisions of the hospitality customers are based on the factors like price, benefit and satisfaction. Nightingale (1985) comments that customers satisfaction leads to loyalty and a flourishing business. Hadyn lingam (1999) contents that satisfying the guest leads to repent customer personal recommendations and a favorable image and this is won but easily lost.
Consumer satisfaction and loyalty, secured through high quality pride’s ad services providing value for money, for the consumers, are essential for long –term survival, let alone long –term success/zeithaml et al, 1990, Robledo 2001).
1.1 BACKGROUND OF THE STUDY
Taking care of the customers is the heart of the hospitality business. Doing so means understanding and anticipating what the customer needs and then knowing how to meet and exceet those needs. Also adopting on approach with insight from all areas of hospitality.
Integrating quality services into the identity and individual operations of the overall business is the key success in the hospitality.
To prepare hospitality mangers to meet and exceet guest expectations through quality services it is evident in all of the operation, it is people and its plans.
1.2 STATEMENT OF PROBLEM
- This includes recruiting and retaining skilled labour
- Demographic
- Wage level
- Lack of importance given to training and satisfaction
1.3 THE OBJECTIVES OF THIS STUDY ARE:
- To asses customer expectation and perception level to wards services quality of the front office staff in five dimensions; tangibility, reliability, responsiveness, assurance, and empathy ( parasuraman et al 1988).
- To analyze the discrepancy between customers’ expectation and perception toward service quality of the forint offices staff.
1.4 THE SIGNIFICANCE OF THE STUDY
This study be as a practical guideline for the hotels managements, especially the front office staff in order to meet with the customers needs and their satisfaction. If the result showed the high score, the hotel owner would be happy with the services in contrast, owner improve the services and arrange training.
1.5 RESEARCH QUESTIONS
- What is the level of customers expectation and perception towards services quality of them front office staff?
- What is the discrepancy between customer expectation and perception towards services quality of the front office staff?.
1.6 THE SCOPE OF THE STUDY
Customer satisfaction relied an customer expectation and customer perception toward s service quality dimension of front offices staff. The sampling group was 60 customers who stayed at the mercer hotel in pattaya between September 1-15, 2009.
Aims and objective.
1.7 LIMITATIONS OF THE STUDY
Some limitations are found in this study as follows:
- The respondents in this study included limitation 60 customers at the mercer hotel in pattaya. If the subject were drawn more than 60 respondents other hotels in pathaya, the result would be more
- This study only focused on measuring customer satisfaction with front office services quality. Other department (e.g. food and beverages, house keeping, sport and recreational facilities) are essential department tat were not included in the scope of the present research.
- When the questionnaires were distributed to the respondents, it was difficult to collect the data in time. Some customers refused to participate in this survey. Moreover some did not return the questionnaires to the front desk in time. Fig the respondents were more willing to offer feedback, the results would have useful for improving hotel services.
1.8 IMPLICATIONS OF THE STUDY
This study had the following implications
- Empathy was shown to be the weakest dimension of satisfaction, therefore, hotel management should arrange special course to improve effective
- Tangibility was shown to be the strangest dimension of satisfaction; therefore hotel management should maintain the attributes of tangible services quality at the hotel.
- Human resources management should arrange in – house training programme improve the main work of front office staff and to promote their in their careers.
1.9 DEFINITION OF TERMS
Services quality menus the difference between the customer expectation of services and their perceived services. In this study, the assessment standards of zeinthamd, parasurname and berry of (1990) will be used, which consist of five dimension, tangibility, reliability, responsiveness, assurance, and empathy.
Servqual is an instrument for measuring services quality in terms of the discrepancy between customers expectation regarding services offered and the perception of the services received, respondents are required to answer questions about both their expectation and their perception.
Customer expectation means incontrollable factors including past experience, personal needs, and word of month, and external communication about hotel services.
Customer perception means customers feelings of pleasure/ displeasure or the reactor of the customers in relation to the performance of the hotel staff in satisfying/ dissatisfying the services.
CONCORD HOTEL
The study was intended to investigable the relationship between customer care and customers satisfaction in the industry
To achieved the above objective 80 respondents, 40 hotel customer and 40 concord sampling who were selected suing purposive sampling and sampling random technique at the end generally good and caring. Activities such as pecting guides and customers attention services increases customers care satisfaction. I concluded it there exists a strong relationship between customers care and customers satisfaction.
I recommended it employee maturation and employee training should be increased to improve customer care services and 80 customer care satisfaction.
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