Service Quality And Customer Satisfaction In Selected Hotels Of Kampala- Uganda

ABSTRACT This study was set to determine the correlation between service quality and customer satisfaction in selected hotels of Kampala Uganda. It was guided by four specific objectives, that included; i) to determine the respondents profile in terms of age, gender, level of education, marital status and experience ii)determining the level of service quality; iii) the level of customers satisfaction; and iv) the relationship between service quality and customers 'satisfaction. The study used the descriptive survey design specifically and the descriptive correlational strategies, cross-sectional and expost facto to test the relationship between the variables. Two sets of questionnaires were developed and included the different aspects of service quality and customers satisfaction. Likert four scale measure were adopted to determine the degree of importance of each of the item included in the questionnaire, where ( 4) points were given to the situation of "strongly agree" and (3) points for the case of "agree", (2) points to the "disagree" and (1) point to "strongly disagree". The findings indicated that the level of service quality had an overall mean of 2.97 which is interpreted as high on a four point Iikert scale, the level of customers' satisfaction was rated high with an overall mean of 2.68 which is also interpreted as high on a four Iikert scale, implying a high rate of customers' satisfaction in selected hotels of Kampala Uganda. Also there was a positive and significant relationship between the level service quality and customers 'satisfaction in selected insurance hotels of Kampala Uganda , and this is shown by the sig. value (.000) which was greater than the maximum sig. value of 0.05 considered in social sciences. From the findings therefore, the researcher recommended the following:- i) There is need to uplift the levels of service quality in selected hotels since it was found to be high so that it's the highest, ii) The staff of the selected hotels should be able to help the customers that whenever they experience any problem, it is handled in constant manner, iii) The staff of the selected hotels should be able to help the customers that whenever they request for any service in these hotels, we perform it so fast, iv) The level of customers' satisfaction in selected hotels since it was found to be generally high so that it becomes the highest, v) In order to improve on reliability, the hotels should have different branches for customers to access the services, vi) There is need to improve on the knowledge of the insurance company so that they 'lctively understand customer service and expectations vii

TABlE OF CONTENTS

DECLARATION: A .................................................................................................................... i

DECLARATION B ..................................................................................................................... ii

DEDICATION ........................................................................................................................... iii

ACKNOWLEDGEMENTS ......................................................................................................... iv

LIST OF ACRONYMS ............................................................................................................... v

LIST OF TABLES ..................................................................................................................... vi ABSTRACT .............................................................................................................................. vii TABLE OF CONTENTS ......................................................................................................... viii CHAPTER ONE .........•......•.....••......•.......•......•.............................................................. 1 PROBLEM AND ITS SCOPE ................................................................................................... 1 Background of the study ....................................................................................................... 1 Statement of the problem .................................................................................................... 3 Purpose of the study ............................................................................................................. 3 Objectives of the study ......................................................................................................... 4 General objective ................................................................................................................... 4 Specific objectives .................................................................................................................. 4 Research questions ................................................................................................................ 4 Hypothesis ............................................................................................................................... 5 Scope of the study ................................................................................................................. 5 Geographical scope ................................................................................................................ 5 Theoretical scope ................................................................................................................... 5 Content scope ......................................................................................................................... 5 Time scope .............................................................................................................................. 5 viii Significance of the study ....................................................................................................... 5 CONCEPTUAL FRAME WORK ................................................................................................ 6 Operational definition of key terms ..................................................................................... 7 CHAPTER TWO ........................................................................................................... 8 REVIEW OF RELATED LITERATURE .................................................................................... 8 Concepts, Opinions, Ideas from Authors/ Experts ............................................................ 8 Theoretical perspectives ..................................................................................................... 14 Related studies ..................................................................................................................... 15 CHAPTER THREE ....................................................................................................... 17 METHODOLOGY ................................................................................................................... 17 Research Design .................................................................................................................. 17 Study Population .................................................................................................................. 17 Sampling methods ............................................................................................................... 18 Research instruments .......................................................................................................... 18 Data Gathering Procedures ................................................................................................ 19 Before the Administration of the Questionnaires ............................................................ 19 Data Analysis ........................................................................................................................ 20 Ethical Consideration ........................................................................................................... 20 Limitations in the Study ...................................................................................................... 20 CHAPTER fOUR ......................................................................................................... 22 PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA .................................... 22 Respondent's profile ............................................................................................................ 22 Level of service quality ........................................................................................................ 24 ix Level of customer satisfaction ........................................................................................... 26 Relationship between service quality and customer satisfaction ................................. 29 CHAPTER fiVE .......................................................................................................... 32 FINDINGS, CONCLUSIONS AND RECOMMENDATIONS ................................................. 32 Findings ................................................................................................................................. 32 Conclusions ........................................................................................................................... 33 Recommendations ............................................................................................................... 33 Areas for Further Research ................................................................................................ 34 REFERENCES ........................................................................................................................ 35 APPENDICES ......................................................................................................................... 37 Appendix I ............................................................................................................................. 37 QUESTIONNAIRE ON SERVICE QUALITY AND CUSTOMER SATISFACTION IN SELECTED HOTELS OF KAMPALA UGANDA ..................................................................... 37 Appendix II - Clearance from Ethics Committee ............................................................. 38 Appendix III - Informed Consent ...................................................................................... 39 APPENDIX IIA ....................................................................................................................... 42 QUESTIONNAIRE TO DETERMINE THE LEVEL OF SERVICE QUALITY IN SELECTED HOTELS OF KAMPALA - UGANDA ..................................................................................... 42 QUESTIONNAIRE TO DETERMINE THE LEVEL OF CUSTOMER SATISFICATION ...... 44 Appendix VII - CURRICULUM VITAE (CV) ........................................................................ 46