Service Quality Factors as Predictor of Customer Satisfaction in Selected Medium Hotels in Osogbo Metropolis, Osun State, Nigeria

Author: Falabi, M1 & Akintade, E. A.2

1 Department of Creative Art Tourism and Hospitality, Kwara State University Malete, Kwara State, Nigeria

2 Department of Accountancy, Lagos State University of Science and Technology, Ikorodu, Lagos State, Nigeria

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Customer satisfaction is an important driving force in hotel organization. This is because it can increase sales and help revenue generation in hotel. It can also result into customers’ loyalty, repeat patronage, and recommendation of hotel services products to guest and friends. This paper focuses on determining the extent to which service quality factors such as tangibility, reliability, empathy, responsiveness, and assurance impacts on customers satisfaction in selected hotels in Osogbo metropolis, Osun State, Nigeria. The study choose ServQual model as a conceptual framework. One hypothesis was tested. Questionnaires were validated and administered on respondents selected through a systematic sampling technique. Descriptive and inferential statistics of simple regression was used to test the hypothesis formulated for the study. Findings showed the factors jointly contribute to customers satisfaction in medium hotels in the study area. Based on the findings, the study recommended that the medium hotel managers need to develop strategy to promote these factors in their various hotels.

Keywords: Tangibility, Reliability, Assurance, Responsiveness and Empathy