Joomla Solutions Template

Robindro Singh Nongmaithem[1], Mekonnen Dibu Gebremaria[2]

Abstracts

The basic purpose of this study was to examine factors that affect customer satisfaction by using variables of perceived service quality, price and corporate image hotels in Debre Berhan. Mixed research approach was employed to obtain the primary data from the respondents by administering structured and semi – structured questionnaire. SERVPERF approach which was adapted and modified to fit hotels by desk review and preliminary interview with hotel supervisors and managers of the hotels. Descriptive statistics such as mean and standard deviation and inferential statistics such as correlation and regression were used. The finding of this study were revealed that three different independent variables (service quality, price and corporate image) variables significantly and positively affect customers’ satisfaction at p value <0.005 levels and shows perceived service quality has the highest significant and positive effects on customer satisfaction followed by price and corporate image. From the service quality dimensions’ assurance has highest significant and positive effects on customer satisfaction followed by responsiveness, reliability, tangibility and empathy. Finally, it is recommended that to create customer satisfaction on the part of customers, hotels need to provide better service, fair price and build corporate image.

Key words: Corporate image, Customer satisfaction, Price, Service quality, SERVPERF model,