Marketing Practices And Consumer Satisfaction In The Hotel Industry

Project and Seminar Material for Marketing

Marketing Practices And Consumer Satisfaction In The Hotel Industry


Abstract


If management is to maximize customer satisfaction and resulting profits. It must recognize that components of satisfaction are of varying degrees of importance to the consumer. Also it must realize that these same factors huge wide variations in cost although they provide different levels of satisfaction. Consequently, management should adopt a marketing mix policy that will provide satisfaction and at the same time make profit. To do this, management should start by defend the characteristic needs, and want of its market and market segments so it can modify its service mix and communication strategy to serve that market segmentation is important both conceptually and practically because it allows the management to analyse and improve care of discrete part of the total consumer market. This form of market research can be expensive, time consuming and misleading. Though many hotels are already trying to monitor consumer satisfaction by soliciting suggestions and complaints. Management do not often see their hotels as a product but total services do meet the definition of something that satisfies a need for.


Table Of Contents


Preliminary Page(s)

  • Title page
  • Approval page
  • Dedication
  • Acknowledgement
  • Abstract
  • Table of contents

Chapter One

Introduction

  • 1.1 Background of the study
  • 1.2 Statement of the problem
  • 1.3 Purpose of the study
  • 1.4 Significant of the study
  • 1.5 Research question
  • 1.6 Operational definition of terms

Chapter Two

Literature Review

  • 2.1 Introduction
  • 2.2 Review of Related Literature
  • 2.3 Summary of literature review

Chapter Three

Research Methodology

  • 3.1 Design of the study
  • 3.2 Area of the study
  • 3.3 Population of the study
  • 3.4 Instrument for data collection
  • 3.5 Sample size
  • 3.6 Validity of the Instrument
  • 3.7 Distribution and retrieval of instruments
  • 3.8 Method of data collection

Chapter Four

Data presentation and Analysis


Chapter Five

Summary, conclusion and Recommendation

  • 5.1 Summary of findings
  • 5.2 Conclusion
  • 5.3 Recommendation
  • 5.4 Limitations of the study
  • 5.5 Suggestions for further research
  • References
  • Appendix A
  • Questionnaires

Chapter One


1.0 Introduction

1.1 Background Of The Study:

The hotel industry is regarded as a service industry whose product cannot be separated from it, in space or time. it provides intangible services as stated by George (1986) much credit is given to the article to PATHMELL, which he gave a good description of the difference between goods and services and went further to distinguish the marketing characteristics of services. In recent time, there has been difficulty in hotel, motel, Guest House, inns, clubs etc due to this factor. It has become difficult to distinguish between the provision of separated demand for meals and refreshments away from home for the demand of drinks in relation with overnight shelter.

This study however intend to use the hotel as a concept which aim to satisfy the demand for accommodation, food, drinks, and a spot for relaxation away from home. To make it more explicit, GRACE and PAIGE (2003) use the hotel management which defines it as an establishment offering food and drinks and sleeping accommodation if so required to any travel who appears to be able and willing to pay for service and facilities provided. Like all industries an effective marketing system is necessary for the achievement of the primary goals of the industry which is profit marketing orientation through consumer satisfaction.


1.2 Statement Of The Problem

Marketing hotel services are those services which must attempt other profit oriented business. simultaneously, the interest of several group of the public (customers, share holders, employers) so is the total industry, whatever the market environment is, the management is faced with balancing the level of marketing effort directed to achieving customer satisfaction and corporate profitability. To some, “|Hotel” have came to be regarded not as autonomous institution but rather as a complex organ within the business activities. It is influenced by both social and technological changes with in its environment. This dynamic nature of society and technology call for the development of the right strategy to satisfy its market. The hotel functions as an organization of its success which lies in the philosophy of the marketing concept.

Drucker (1995) expressed it this way “that nobody pays for the products” what is paid for is satisfaction. On the other hand, ditcher (1992) puts it in another form that most purchase or actions are made less because of the satisfaction promised to the consumer ego. In Nigeria, there are different grades of hotels (international, medium, local, and others) they all practice one form of marketing function or the other to meet their objectives it is assumed that the size affects the level of marketing practice and level of satisfaction in the hotels. This study therefore hopes to dig this out.


1.3 Purpose Of The Study

  1. This study intends to investigate marketing practices and consumer satisfaction in the hotel industry (A case study of Abia Hotel Ltd. Umuahia).
  2. To develop a broad vision about Hotel industry business.
  3. To acquire the necessary managerial stills require running the hotel industry.
  4. To develop and strengthen the hotel industry.

1.4 Significance Of The Study

For any hotel industry, the consequences, marketing practices and consumer satisfaction attract are extremely important. By discovering the attitude of workers on factors related to the consumer satisfaction, hotel industry will know that there is high or low consumer satisfaction and they find out the factors, affecting the industry. An industry can then correct bad situation where necessary on the other hand, there is high satisfaction and the industry will make attempts to keep or even increases the consumer satisfaction at that level.

Moreover, if the level of consumer satisfaction affects their performance, it will benefit the hotel but if they can equip available workers these factors that affects consumer satisfaction will hereby make them improve in sales volume of hotel industry. In Nigeria, it hotel workers are provided, all they need is to make them satisfied. There will be industrial peace, whereby there will be less strikes and industrial action. These that will benefit from this study are:-

  1. Politicians
  2. Travelers
  3. Business men.
  4. Politicians: They usually have their meetings and conference in the hotel, and sometimes lodge their for security reasons.
  5. Travelers: Many travelers lodge in the hotel because they may arrive lath in the night at the park and they need shelter, they will lodge at the hotel.
  6. Business men: Some of these business sometimes do their business at the hotel or meet their business partners at the hotel for security reasons.

1.5 Research Questions

  1. How effective is the organization achieving the great influence in the environment?
  2. Is marketing hotels services simple like any other profit oriented business?
  3. Is there any difference in satisfaction between young and old people as four as hotel services are concerned?

1.6 Operational Definition Of Terms

Hotel industry:

The hotel is regarded as a services industry whose product cannot be separated from it in space or time

Marketing:

This is regarded as a social process by which individuals and group obtain what they need and want through creating, offering and freely exchanging products and services of values with other (Kolter, Philip, 2008).

Consumer satisfaction:

Consumer satisfaction refers to the meeting of the needs physiological, cultural, economic of the consumer.


Chapter Five


Summary, Conclusion And Recommendations

The research study has dealt extensively with factors, which affect marketing practices and consumer satisfaction in the Hotel industry, chosen for the study are in achieving certain set goals. some hypothesis were tested as to the validity of proposition put forward.


5.1 Summary Of Findings

If management is to maximize customer satisfaction and resulting profits, it must recognize that components of satisfaction are of varying degrees of importance to the customer. Also it must recognize that these same factors have wide variations in cost although they provide different levels of satisfaction. Consequently, management should adopt a marketing mix policy that will provide satisfaction and at the same time make profit. To do this, management should start by developing a conscious marketing programme with particular reference to the mix.

Thus, it can do reference to the mix. Thus, it can do by first gathering information to defend the characteristic needs, and want of it’s market and market segments so it can modify it’s serve that market.

Segmentation is important both conceptually and practically because it allows the management to analyze and improve care for discrete of the total consumer market.

This form of market research can be expensive, time consuming and misleading. Though many hotels are already trying to monitor consumer satisfaction by soliciting suggestion and complaints. Management do not often see their hotels as a product, but hotel services do meet the definition of “something that satisfies a need or wants; the hotel should embark on inventory and evaluate its product line (services) especially in this age of concern with cost effectiveness, it is inefficient of all hotel, to try to offer all services, capitalizing on current strength one hotel may decide to offer the best restaurant with all the varieties needed, another to specialize in providing conference and meeting facilities. All in an attempt to create distinctive characteristics.

Quality is not only a function of technical facilities but a combination of services provided, location appearance and attitude of staff, it is difficult to control price especially in this country where there are short ages of nearly everything. Pricing system in a particular hotel largely depends on many factors, like cost, inflation and the market condition. This not withstanding to arrive at a price reasonable to both consumers and management a board should be set up to review and adopt process for the different grades of hotels.

Finally, promotional strategies should be used to enhance other aspect of the marketing mix. Through it is seen as a waste by most hotels today, it could become useful as an instrument of crating satisfaction in consumers. But whatever promotional strategy and a coordinated marketing programme. Thus, the integration of the component parts of the mix represent a most importation step in the marketing programme, since it is performed to create a synergistic effect for an enterprise offering. The integrated while is assumed to be greater than the separately implemented component mixes. This is based on the nation that the consumer views on offering as a bundle of satisfaction rather than separate components.


5.2 Conclusion

The findings revealed that there is a relationship between age, status, nationality and satisfaction, which is a contribution of other research work dine in those areas but no relationship between education and nationality. It also revealed that size has a relationship with market practices. Thirdly, that there is a relationship between marketing practice and satisfaction which goes on to show that lack of the basic use of the marketing-mix on the part of management to meet the expectation of consumers results in the dissatisfaction, expressed by consumer.


5.3 Recommendations

  1. The hotel industry should carefully evaluate he challenges and opportunities that lie ahead.
  2. The growth potential for hostel services is so great as to make them an important consideration when analyzing consumers expectations.
  3. Consumers dissatisfaction can be handled by conscious development of a marketing mix programme.
  4. Service should be made to appear as tangible as possible.
  5. Hotel services should be viewed from the customers perspective in order to lessen the relevant positive intrinsic aspect of the services offerings.
  6. By carefully attention to those issues, the hotel industry can increase the likelihood or providing total service offerings that match their unique capabilities with the needs of target market.

5.4 Limitation Of The Study

The study is a victim is divided loyalty one ot the researcher and the other to the degree requirement. Besides, the time duration for this is usually too short. Apart from the fact that the study is limit dot Abia hotels limited Umuahia because or it’s international reputation in terms of facilities and services. The study is also limited to other marketing strategies by it’s management and consumer behaviour to facilities being provide by the management.


5.5 Suggestion For Further Research

The researcher suggests that further research be carried out at the following areas:

  1. Hospitality industry and service excellence.
  2. This study be repeated using another hotel to see how similar or different the results are

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