THE EFFECT OF SUPPLY CHAIN MANAGEMENT SYSTEMS (SCMS) ON CUSTOMER SATISFACTION IN THE HOTEL INDUSTRY IN GHANA: THE CASE OF SELECTED HOTELS IN THE SEKONDI-TAKORADI METROPOLIS

Abstract

The ultimate goal of a SCM system is to integrate various members of the Supply Chain (SCM) in a seamless manner to achieve high level of customer satisfaction and thus a long-term competitive advantage. Thus, the fact remains that the concept of SCM if properly applied to the hotel industry will augment customer satisfaction. The research therefore seeks to investigate the effect of supply chain management systems (SCMS) on customer satisfaction in the hotel industry in Ghana. Structured close-ended interviewer-administered questionnaire was used to collect primary data developed. One hundred and forty (140) respondents were used for the study. Descriptive statistics, multiple response analysis and Chi Square test of association are the statistical tools used to examine the data. Among other things, the study results reveal that “Hotel guides convenience of location”, “security, Sensitivity and attention to customer needs”, “reliability service and attractiveness”, and “cleanness comfort and environment” are the major or the key factors that influence customers hotel choice in Sekondi-Takoradi Metropolis. Further, “cost reduction” is a greatest benefit to be achieved from the adaption of SCM systems students’ it is also evident from the study that “Conflicting organizational structures and culture”, “Inadequate measurement systems”, “Information system and technological incompatibility”, “Poor collaboration among chain partners”, “Internal and external turf protection” and “Misalignment of motives and behaviors” are challenges that exist in the use of SCM system in achieving customer’s satisfaction and lastly it was justified from the study that there is no relationship that can be establish between supply management system on customer satisfaction and the key factors that influence customers hotel choice.