Abstract:
Tamale Metropolis has many business prospects and tourist attractions, attracting
people from all over the world to meet and conduct business in the city. Many people
have ventured into providing rooms for these visitors. However, the kind of services
they provide to them becomes worrying which as a result causing some of them to
lose customers upon their vantage location. The objective of this study is to assess
how service quality affects customer satisfaction and loyalty in the Tamale
Metropolis. The study's goals are to examine the impact of perceived service quality
on customer satisfaction and the relationship between customer satisfaction and
loyalty. To collect data for this study, a self-administered questionnaire was created
using a quantitative approach. Non-probability sampling was used, with purposive
samples of 10 hotels chosen and 30 respondents accidental selected in each hotel for a
whole of 300 participants for the study. The instrument was tested, and the reliability
coefficient was found to be 0.936. The demographic information of respondents was
assessed using frequencies and percentages. The replies of hotel customers were
analyzed using means and standard deviation, whereas the research questions 2 and 3
were analyzed using Pearson-moment correlations. An independent sample T-test was
adopted to examine if there was a statistically significant relationship between gender
and perceived service quality. All the service quality dimensions were evaluated as
influential determinants in customer satisfaction, which leads to customer loyalty
based on the results. According to the findings, Pearson-moment correlations results
were 0.673 and 0.618 respectively; these revealed that there was statistical significant
relationship in the service quality and customer loyalty. Hoteliers in the hotel business
should pay attention to the predictor identified in this study as having a major impact
on customer loyalty.
Description:
A Thesis in the Department of HOSPITALITY AND TOURISM EDUCATION,
Faculty of VOCATIONAL EDUCATION, submitted to the School of Graduate
Studies, University of Education, Winneba, in partial fulfillment of the
requirements for the award of the Master of Philosophy
(Catering and Hospitality) degree.
