Abstract:
The purpose of the study was to assess customer satisfaction and profitability in
hospitality industry (hospital facility) in Accra, case of Korle Bu Teaching Hospital in
Greater Accra. The researcher used descriptive survey design for the study.
Quantitative research approach was used. The total population of the respondents is
one hundred and fifty (150). The purposive sampling technique will be used to select
all the 150 respondents for the study (22 hospital staffs and 128 customers) drawn
from the Korle-Bu Teaching Hospital in Accra. Questionnaire was the main
instrument used to gather primary data. The Statistical Package for Social Sciences
(S.P.S.S) Version 18 was used to analyse data. The study results concluded that
customer satisfaction increased the profitability of the hospital. Also, good customer
services improved repeat sales, customer satisfaction enhanced word of mouth
advertising, satisfied customers promoted the hospital facility‘s services to others and
their word of mouth advertising increased the sales of the organization. The customers
perceived that the service quality in the medical tourism industry involved delivering
products and customer services consistently and according to expected international
standards. Furthermore, service quality was the key factor that affected and influenced
customers‘ decision-making. Moreover, the medical administrative departments in the
hospital focused on customer demands for consistency, meeting customer needs for
clear policies on service quality, and for up-to-date medical treatment and service
quality. Finally, the customers were satisfied with the services provided by the Korle
Bu teaching hospital. The study recommended that the Management of the Korle Bu
teaching hospital should organize periodic seminars, lectures, conferences and training
programmes to educate staffs regarding the modern methods of creating customer
satisfaction and promoting customer loyalty in the Korle Bu teaching hospital.
Description:
A Dissertation in the Department of CATERING AND 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 Master of Technology
(Catering & Hospitality) degree.
OCTOBER, 2018