Assessment of Customer Satisfaction in Large Hotels in Dar es Salaam Region, Tanzania.

Zablone, Makene (2023) Assessment of Customer Satisfaction in Large Hotels in Dar es Salaam Region, Tanzania. Masters thesis, The Open University of Tanzania.

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Abstract

This study aimed to assess customer satisfaction in large hotels based in Dar es Salaam Region in Tanzania. This study addressed three specific objectives; to evaluate customers’ expectations and perception of service in large hotels in Dar es Salaam Region, to determine challenges facing large hotels in meeting customer satisfaction in Dar es Salaam Region, and to identify which service quality improvements is required to increase the level of customer satisfaction in large hotels in Dar es Salaam Region. In this study both primary and secondary data were collected. Data were collected using questionnaires, interviews and documentary literature review. Quantitative data were analyzed using Statistics Package for Social Science version 22.0. The data obtained were presented in tables and graphs. Qualitative information was analyzed using content analysis where results were presented in narratives. Based on the findings, the study established that most of the large hotels in Dar es Salaam provide satisfying services to customers. Although most dimensions of service quality had good ratings, it’s evident that some customers did not have good experience with service providers’ competencies. Findings indicate that a number of strategies were adopted by large hotels to address shortfalls exhibited by employees in order to provide a high level of services required to meet the perception and expectations of customers. Out of many other recommendations, the MNRT should consider the establishment of a Hotels, Restaurant, and Accommodation Council or Board to regulate, monitor and license personnel and service standards in hotels. Keywords: Customer, Expectation, Satisfaction, Perception, Service quality.

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