Determinants of Customer Satisfaction in Tourism: A Case of Kilimanjaro National Park, Marangu Gate-Tanzania

Kaduka, Samuel Henry (2014) Determinants of Customer Satisfaction in Tourism: A Case of Kilimanjaro National Park, Marangu Gate-Tanzania. Masters thesis, The Open University of Tanzania.

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Abstract

Customer satisfaction is the leading goal and measure of success of the modern company, and its measurement is one of the most important tasks of management. Lack of knowledge on the level of customer satisfaction/dissatisfaction is causing the failure of many companies. This study identifies components of customer satisfactions at Kilimanjaro National Park, Tanzania. The study adopted qualitative method for data collection. Data were collected from KINAPA visitors, TANAPA and KINAPA staff, and tour guides from July 16-28, 2012.. Data were analyzed using SPSS version 17.0 to estimate the main scores and percentage. The findings reveal that five main factors are considered important for determining customer satisfaction at KINAPA. The most important were Speed of clearance, Communication, Security, Cleanliness, staff and tour guides Skills. These results correlated with SERVQUAL items of tangibility, reliability, responsiveness, assurance and empathy. These service quality determinants can positively impact business performance if they are well implemented in the organization. Managerial and theoretical implications are drawn and discussed in the study findings

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