Assessing Service Quality and Customer Satisfaction in Ghana’s Hotel Industry: A Case Study of Engineering Guest House – KNUST

Abstract

Background: It has been generally observed that service quality plays a very instrumental role in customer satisfaction. This study therefore, examined the impact of service quality on customer satisfaction in Ghana’s hotel industry, with Engineering Guest House (EGH) of Kwame Nkrumah University of Science and Technology (KNUST). Methods: In pursuit of the stated objective, descriptive cross-sectional survey was adopted as the research design for this study. Data was sourced from both primary and secondary sources. Structured questionnaires which was the main research instrument was used to elicit information from the participants which comprised mainly of customers of EGH-KNUST who have been patronizing the services of the said entity over 2 years. ANOVA and t-statistics were used to test the hypothesis while regression analysis was used to analyzed the data. Results: The findings showed an R 2 value of 0.762 which reveals that service quality (using the SERVQUAL components) accounted for 76.2% of the variation in customer satisfaction. The f-statistics of 32.318 reveals that the model is statistically significant at 0.05 significant level. Conclusion: It was concluded that there was a significant relationship between service quality and customer satisfaction at EGH-KNUST, hence the guest house should continue to investigate precisely what guests want and develop innovative ways to meeting guests’ expectation. Keywords: Service quality, SERVQUAL model, customer satisfaction DOI: 10.7176/JTHS/47-05 Publication date: February 29 th 2020