African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4188

Full Length Research Paper

An assessment of the impact of quality service on customers’ satisfaction and loyalty in selected hotels in Tamale Metropolis, Northern Region, Ghana

Sulemana, A.M
  • Sulemana, A.M
  • Department of Home Economics, St. Vincent College of Education, Yendi, Ghana.
  • Google Scholar
Galyuoni, B.
  • Galyuoni, B.
  • Department of Home Economics, Al-Faruq College of Education, Wenchi, Ghana
  • Google Scholar
Cowther S.
  • Cowther S.
  • Department of Hospitality and Tourism, Tamale Technical University, Ghana
  • Google Scholar
Issah, A.
  • Issah, A.
  • Departmenrt of Education and Psychology, University of Cape Coast, Ghana.
  • Google Scholar


  •  Received: 04 August 2022
  •  Accepted: 23 January 2023
  •  Published: 31 March 2023

Abstract

This study was carried out to assess the impact of quality service on customers’ satisfaction and loyalty in some hotels in Tamale Metropolis, Ghana. A total of three hundred structured questionnaires were distributed to native and international tourists for the study. A self-employed form of survey was used to gather information from the respondents using service quality model. All the three hundred respondents answered the questions. Data were analyzed by using SPSS version 20. The results show that dimensions of quality service such as empathy, reliability, responsiveness, assurance and tangibility significantly predict customers’ loyalty. All the studies of quality service features were evaluated as influential determinants of customers’ satisfaction, which leads to customer loyalty. It is also possible to conclude that customers’ satisfaction is linked to both quality service and loyalty. The relationship between the variables was studied by applying Pearson-moment correlation analysis. The results indicate that a significant relationship exists between service quality attributes and customers’ satisfaction/ loyalty. The study therefore recommended that, hoteliers in the hotel business should offer better services to their customers to gain competitive advantage. They should not however overlook the relevance of factors such as responsiveness, assurance, reliability, tangibles and empathy.

 

Key words: Service quality, hotel industry, customer satisfaction, customer loyalty, hoteliers.