The influence of Service Quality on Customer Satisfaction in Hotel industry in Zanzibar. The Case Study of Kiwengwa

Sadick, Said (2020) The influence of Service Quality on Customer Satisfaction in Hotel industry in Zanzibar. The Case Study of Kiwengwa. Masters thesis, The Open University of Tanzania.

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Abstract

The aim of this study is to investigate the influence of service quality on customer satisfaction in the hotel industry a case study of Kiwengwa Zanzibar. From the study primary data were collected used a self-completion questionnaire developed from the SERVQUAL and distributed to sample size of 50 respondents who are tourists as a sample size from the total population of 150 tourists who uses hotel facilities and the model used was service quality dimensions which include variables of Tangibility, Reliability, Responsiveness, Assurance, Empathy and Prices. The researcher used secondary methods of data collection of which were previously gathered by other researcher such as project reports, books, internet, journal and documentary review. The type of data analysis conducted was descriptive used to describing characteristic of the sample used for showing frequencies, average and statistical calculations in which data were presented in tables and figures. As well as qualitative in testing the relationship between variables. Findings from data analysis revealed that as from the objectives and questions of the research out of all the dimensions measured in relating variables; tangibles, responsiveness, reliability, assurance and price portrayed that there is an influence of service quality on customer satisfaction except empathy in which there was a neutral out comes from the respondents. The 5 point Likert scale as an instrument of variables measurement were used on the questionnaire ranging from 1 (strongly disagree) to 5 (strongly agree). Hotels have to improve performance it performance by training its staffs on service quality due to the fact that it has great influence on customer satisfaction especially empathy in order to effectively fit on the global market of hotel industry.

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