FACTORS AFFECTING CUSTOMER SATISFACTION OF HOTELS IN DEBRE BERHAN, ETHIOPIA Print

 

 

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,

[1] Robindro Singh Nongmaithem, Ph.D., Associate Professor, Collage of Business and Economics, Debre Berhan University, Ethiopia. Email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

[2] Mekonnen Dibu Gebremaria, MBA., Lecturer, College of Business and Economics, Dire Dawa University, Ethiopia. Email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

Cite this article:
Nongmaithem Robindro Singh, Gebremaria  Mekonnen Dibu. FACTORS AFFECTING CUSTOMER SATISFACTION OF HOTELS IN DEBRE BERHAN, ETHIOPIA . Innovative Issues and Approaches in Social Sciences, vol.13, no.1:33-59, DOI:http://dx.doi.org/10.12959/issn.1855-0541.IIASS-2020-no1-art3

Digital Object Identifier(DOI): http://dx.doi.org/10.12959/issn.1855-0541.IIASS-2020-no1-art3

View full text in pdf: http://www.iiass.com/pdf/IIASS-2020-no1-art3.pdf

 

 

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