The Role of Selected salient attributes on Customer Satisfaction in Hotel Industry; A Case Study of Mbeya City Hotels

William L. Mboma, Doreen Ngaiza, Beatrice G. Yamlinga, Bundala M. Kate

Salient attribute, Customer Satisfaction, Hotel, Loyalty, and Mbeya Tanzania

The aim of this research paper was to assess the role of selected salient attributes on the customer satisfaction in the hotel sectors the case being Mbeya city Hotels. The specific objectives of this study included the attributes of customer relationship management on service quality, customer satisfaction and customer loyalty in Hotel industry and the service quality dimensions which relate to customer satisfaction. Several methods were used in the data collection. These methods were survey, questionnaire, interview and physical visits. A total of 55 of respondents were sampled and used among the customers and hotel owners. Data were analyzed using SPSS software. The study found out that about 2 (40%) of the respondents (hotel owners) identified revenue growth (profit) and number of customers as the main indicators that measures business performance in the field. About 22 (44%) out of 50 customers identified number of customers, 16 (32%) identified revenue growth and 6 (12%) identified employee satisfaction as key indicators that measures business performance in the study area. As per communication to the customers concerned on the attributes of customer relationship on customer satisfaction, the findings showed 20 (40%) of the customers identified customer satisfaction, 15(30%) identified customer loyalty and 7 (14%) identified communication to customers as key attributes and 2 (40%) of hotel owners identified customer satisfaction and customer loyalty respectively as the key attributes of customer relationship management on service in Hotel Industry. The study recommended that hotel owners and employee should make their visitors happy and satisfied, hotel management should focus on the main factors that contribute towards customer satisfaction and also hotels should understand the needs of the customer and provide courteous services efficiently in catering such needs.

https://doi.org/10.31871/WJRR.12.2.5