Assessing the impact of service quality on customer satisfaction and loyalty in some selected hotels in the Tamale Metropolis

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.