MARKETING PRACTICES AND CONSUMER SATISFACTION IN THE HOTEL INDUSTRY (A CASE STUDY OF ABIA HOTEL LTD. UMUAHIA)

ABSTRACT
If management is to maximize customer satisfaction and resulting profits. It must recognize that components of satisfaction are of varying degrees of importance to the consumer. Also it must realize that these same factors huge wide variations in cost although they provide different levels of satisfaction. Consequently, management should adopt a marketing mix policy that will provide satisfaction and at the same time make profit. To do this, management should start by defend the characteristic needs, and want of its market and market segments so it can modify its service mix and communication strategy to serve that market segmentation is important both conceptually and practically because it allows the management to analyse and improve care of discrete part of the total consumer market. This form of market research can be expensive, time consuming and misleading. Though many hotels are already trying to monitor consumer satisfaction by soliciting suggestions and complaints. Management do not often see their hotels as a product but total services do meet the definition of something that satisfies a need for.


TABLE OF CONTENTS
Title page
Abstract
Table of contents
CHAPTER ONE
1.0     Introduction
1.1            Background of the study
1.2            Statement of the problem
1.3            Purpose of the study
1.4            Significant of the study
1.5            Research question  
1.6            Operational definition of terms
CHAPTER TWO
Literature Review
2.1            Introduction  
2.2            Review of Related Literature
2.3            Summary of literature review
CHAPTER THREE
          Research Methodology
3.1            Design of the study
3.2            Area of the study
3.3            Population of the study
3.4            Instrument for data collection
3.5            Sample size
3.6            Validity of the Instrument
3.7            Distribution and retrieval of instruments
3.8            Method of  data collection
CHAPTER FOUR
4.1     Data presentation and Analysis
CHAPTER  FIVE
          Summary, conclusion and Recommendation
5.1            Summary of findings
5.2            Conclusion
5.3            Recommendation
5.4            Limitations of the study
5.5            Suggestions for further research
References
Appendix A
Questionnaires 


CHAPTER ONE
1.0     INTRODUCTION
1.1     BACKGROUND OF THE STUDY:
The hotel industry is regarded as a service industry whose product cannot be separated from it, in space or time. it provides intangible services as stated by George (1986) much credit is given to the article to PATHMELL, which he gave a good description of the difference between goods and services and went further to distinguish the marketing characteristics of services. In recent time, there has been difficulty in hotel, motel, Guest House, inns, clubs etc due to this factor. It has become difficult to distinguish between the provision of separated demand for meals and refreshments away from home for the demand of drinks in relation with overnight shelter.
          This study however intend  to use the hotel as a concept which aim to satisfy the demand for accommodation, food, drinks, and a spot for relaxation away from  home. To make it more explicit, GRACE and PAIGE (2003) use the hotel management which defines it as an establishment  offering food and drinks and sleeping accommodation if so required to any travel who appears to be able and willing to pay for service and facilities provided. Like all industries an effective marketing system is necessary for the achievement of the primary goals of the industry which is profit marketing orientation through consumer satisfaction.
1.2            STATEMENT OF THE PROBLEM
Marketing hotel services are those services which must attempt other profit oriented business. simultaneously, the interest of several group of the public (customers, share holders, employers) so is the total industry, whatever the market environment is, the management is faced with balancing the level of marketing effort directed to achieving customer satisfaction and corporate profitability. To some, “|Hotel” have came to be regarded not as autonomous institution but rather as a complex organ within the business activities. It is influenced by both social and technological changes with in its environment. This dynamic nature of society and technology call for the development of the right strategy to satisfy its market. The hotel...

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Item Type: Project Material  |  Attribute: 68 pages  |  Chapters: 1-5
Format: MS Word  |  Price: N3,000  |  Delivery: Within 30Mins.
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