An assessment of the relationship between hotel ratings and customer satisfaction with service delivery in hotels in Mombasa county, Kenya
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Date
2014-11-28
Authors
Mburu, Cecilia, N.
Journal Title
Journal ISSN
Volume Title
Publisher
Kenyatta University
Abstract
Kenya is among the famous tourist destinations in Africa. The government has initiated various
campaigns to promote tourism. One of the major and significant components of tourism that
should be considered is hotels. A high level of tourist satisfaction with hotels' service delivery is
crucial in maintaining an image of a tourist destination. The most visible method used by the
GOK to manage hotels' service standards and increase customer satisfaction is hotel
classification. Hotel classification is ranking of hotels into classes according to the quality of
hotels' facilities and services. There is need for consistency between hotel classifications and the
extent to which they reflect customer satisfaction. Customer satisfaction is the key for success of
hotel businesses and tourist destinations: it affects business profitability, increases customer
loyalty; influences repurchase intentions and leads to positive word-of-mouth. However, the
Kenyan hotel sector still faces challenges associated with customer satisfaction: reduced
numbers of customers and market share, tourists' expenditure per capital, repeat guests, and
return on investment. The purpose of the study is to evaluate whether the hotel ratings in Kenya
match customer satisfaction. To achieve this, the study will use three specific objectives: to
establish the perceptions of hotel GMs on features of a hotel rating system that may enhance
customer satisfaction in hotels; to assess customer satisfaction levels in rated hotels in Mombasa
County; and to determine the relationship between hotel ratings and customer satisfaction in
Mombasa County of Kenya. The study will review literature on hotel ratings across different
countries. The study will use conceptual, theoretical and operational models to link theory to
practice. The theoretical theories guiding the study are SERVQUAL (Service Quality) theory
and Expectancy Disconfirmation theory. The study will use survey research design to collect
information from the classified hotels in Mombasa County of Kenya. Stratified and simple
random sampling techniques will be used. Primary data will be collected using self-administered
questionnaires and personal interviews. Data collected will be analyzed using descriptive and
non-parametric tests. Analyzed data will be presented using various descriptive statistical
techniques such as frequencies, percentages, graphs, tables and charts. Hypotheses will be tested
using Spearman's rank correlation coefficient and Chi square. Appropriate interpretation of the
findings and recommendations will be done accordingly. The expected results of this study will
be useful to GOK and MEAACT in improving hotels service standards through hotel rating to
enhance customer satisfaction.