The Quality of Service Standards and Related Factors in Tourist Hotels in Arusha,Tanzania
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Date
2013-03-21
Authors
Mbise, Naiman N
Journal Title
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Abstract
The expansion of hotel industry in Tanzania has stimulated the growth of tourism industry
in the country due to increase of availability and variety of accommodation, food, drinks
and other services. Together with this expansion the hotel industry is facing challenges in
meeting customers' satisfaction. Customers have complained that level of services
standard does not equate to the amount of money that are charged. Thus, the purpose of
the study was to establish the quality service standards and related factors in tourists'
hotels in Arusha, Tanzania. The study design was a descriptive cross sectional survey. The
sample size included 180 guests residing in tourist hotels in Arusha at the time of data
collection, 240 service employees and 28 managers. Purposive, convenient and simple
random sampling methods were used. The data collection instruments were structured
questionnaires. Data we~e\malysed by Statistics Packages for Social Science, (version16)
and explained in descriptive' and inferential statistics. The Analysis of Variance (ANOVA)
was used to measure gaps between the managers' and guests' perception while
independent t-test measured the role played by management practices in delivery of
service quality. Regression analysis was used to predict factors that affect the service
quality standards. Findings showed that nearly all hotel employees (95%) had an
understanding on the service quality concept. The managers' and guests' perceptions were
significantly different in hotel design and presentation (p= 0.03) and location accessibility
and visibility (p= 0.02). Moreover the managers' and guests' perceptions were
significantly different in the speedy check-in and checkout, staff courtesy and
professionalism (p =0.04), reasonable room rates/value for money (p = 0.01) in front
office area. The manager' and guests' perceptions in restaurant and bar were also
significantly different in quality, colour and presentation of food (p= 0.02), reasonable
restaurant and bar prices, creativity in service techniques and styles (p= 0.01); billing and
cashiering procedures (p=0.02), health -and dietary (p = 0.01) and; variety of dishes on
menu (p =0.00). Furthermore guestrooni b.ad· more attributes which were significant when
managers' and guests' perceptions measured. These included room ambience, quietness
and colour (p= 0.02), comfortness of bedding and seating (p=0.04), quality of fixtures,
sufficient fixtures (p=0.03) and room maintenance, staff courtesy and professionalism,
voice and accent of staff (p = 0.01). The study indicated that, nine management practices
had influence on service quality and these were leadership styles (p = 0.04) motivation,
training and development, communication at all level (p = 0.01) and rewarding style (p=
0.02) while employment process, compensation and employees' welfare were significant
at p = 0.00. From the findings two conclusions were made: First, managers' and guests'
perceptions on service quality standards were significantly different; secondly,
management practices significantly influence the service quality standards in tourists'
hotel in Arusha. This study recommends that, effective implementation of management
practices is vital as it plays a key role in ensuring service quality and that the guests'
requirement should be known before designing the service or product.
Description
Department of Foods, Nutrition & Dietetics,120 p. The HD 8039 .H8M2 2012
Keywords
Hotel management --Arusha, Tanzania, Hotel services delivery --Arusha, Tanzania