Abstract:
The hospitality industry in Ghana has experienced substantial growth as a result of tourism
and investments. However, there is limited research on buyer-supplier relationships in this
sector, with most studies focused on other sectors and disregarding the impact of customer
satisfaction. Given the importance of this industry and the role played by customer
satisfaction in firm performance, this study investigated the relationship between the
dynamics of buyer-supplier relationships, consumer satisfaction, and the performance of
firms operating in Ghana's hospitality industry. The study employed a quantitative research
approach and explanatory design to investigate the buyer-supplier relationships in Ghana’s
hospitality sector. A stratified random sampling method was employed to collect data from
a sample size of 120 individuals. The data was gathered using a structured questionnaire.
By utilising regression analysis and mediation analysis, the findings indicated a positive
link between Buyer-Supplier Relationship and Firm Performance, demonstrating that
collaborative supplier associations have a significant impact on company performance.
Additionally, the study found that a strong Buyer-Supplier Relationship has a positive
impact on Customer Satisfaction, leading to enhanced service quality and increased
customer satisfaction. The study also found that Customer Satisfaction improved Firm
Performance by increasing customer loyalty, revenue, and overall organisational success.
Finally, the study found that Customer Satisfaction partially mediated the impact of Buyer-
Supplier Relationships on Firm Performance in the hospitality industry in Ghana. This
highlights the important role of Customer Satisfaction in translating the strengths of these
relationships into tangible outcomes. Given the significant impact of buyer-supplier
relationships on firm performance, it is recommended that hospitality firms prioritise the
cultivation of collaborative relationships with suppliers. This involves promoting open
communication and collaborative solutions to improve operational efficiency and customer
satisfaction. It is crucial to exceed customer expectations by tailoring offerings through
strong buyer-supplier connections, thus emphasising customer-centred service delivery.
Furthermore, it is crucial to establish reliable systems for ongoing measurement and
monitoring of customer satisfaction. This includes collecting feedback, analysing
preferences, and promptly resolving any issues. These measures are necessary to ensure
long-term satisfaction and enhance the performance of the industry.
Description:
A DISSERTATION SUBMITTED IN PARTIAL FULFILLMENT OF THE
REQUIREMENTS FOR THE AWARD OF A MASTERS DEGREE IN PROCUREMENT
AND SUPPLY CHAIN MANAGEMENT TO THE SCHOOL OF GRADUATE STUDIES,
UNIVERSITY OF EDUCATION, WINNEBA