Determining the strategies used to enhance customer satisfaction.

DETERMINING THE STRATEGIES USED TO ENHANCE CUSTOMER
SATISFACTION: A CASE STUDY OF PWANI UNIVERSITY RESOURCE
CENTRE.
BY
OGWEYO PETER OGALO
H12/PUC/0469/12
A Project Report Submitted to Pwani University, School of Humanities and Social sciences,
Department of Hospitality and Tourism Management in Partial Fulfillment of the Requirements
for the Award of the Degree of Bachelor Science in Hospitality and Tourism Management.
May 2016
i

DECLARATION
Declaration by candidate
This Academic project report is my original work and has not been presented for a degree in any
other University.
Signature……………………………….. Date………………………………..
OGWEYO PETER OGALO
Registration number: H12/PUC/0469/12
Declaration by supervisor
This Academic project report has been submitted for review with my approval as University
supervisor.
Signature……………………………….. Date………………………………..
DR. PEPELA
Department of Hospitality and Tourism Management
ii

ACKNOWLEDGEMENT
I would like to acknowledge all individuals who assisted me to complete this Academic project,
particularly my supervisor Dr. Pepela for technical guidance, assistance and support as well as
Ms Lusweti for consistent training and motivation on Project proposal and report writing. I
acknowledge the well-wishers and those who supported me morally like Reverend Mildred,
Nelson Mulama and Sharon Anahinga.To the Almighty God for grace, love, life and knowledge.
iii

DEDICATION
I dedicate this project to the Department of Hospitality and Tourism Management, Red Buffalo
restaurant employees, the family of Irene Akoth, the family of Dr Muruka, the family of Owuor
Serwa and God for the love and knowledge
iv

ABSTRACT
Customer satisfaction is a measure of how goods/products and services supplied by hospitality
firm meet or surpass customer expectations. The key issue being investigating is the strategies
used by small and medium enterprises were using in enhancing customer satisfaction. However
customer satisfaction can be used to promote competitive advantage, profit maximization and
increase production matching service quality to customer satisfaction challenges many firms
particularly from quality of staff and service delivery which affect customer satisfaction directly.
Furthermore the study had limited literature on guest houses. It was a mixed method approach
and the research made use of a case study of Pwani University Resource Centre (Guest House)
with the purpose of determining the strategies used enhance customer satisfaction. There were
four specific objectives which were to find out how service delivery, communication, problem
solving and quality of staff enhanced customer satisfaction. A case study research design was
used to get data from the field. The method of primary data collection was through
administering closed ended questionnaires. The questionnaires were drop and pick later.
Secondary data were obtained from theses and journals. Non-probability sampling technique
(convenient sampling) was applied on a sample size of 37 which included managers, employees
and consumers. Data collected was analyzed using Microsoft Excel spread sheets .Information
was presented by the use of graphs, tables and charts. The researchers found out that quality of
staff and service delivery ,communication and problem has no significant statistical different
which translated to accepting of null hypothesis .Therefore the investigated strategies enhance
customer satisfaction at independent level as per the interpretation of ANOVA analysis on the
variables. The researcher furthermore found that communication and problem solving were
positively related and the chi square found that quality of staff and service had statistical
significant difference. The study had implication to the hospitality decision makers and
hospitality institutions where the adaptation of sustainable customers’ satisfactions strategies and
their elements should be adopted. They should adopt the sustainable customer satisfaction model.
Key words: Service delivery, Quality of staff, Customer satisfaction, communication and
problem solving.
v

Table of Contents
DECLARATION..............................................................................................................................................ii
ACKNOWLEDGEMENT.................................................................................................................................iii
DEDICATION................................................................................................................................................iv
ABSTRACT....................................................................................................................................................v
Table of Contents........................................................................................................................................vi
LIST OF TABLES............................................................................................................................................xi
LIST OF FIGURES........................................................................................................................................xiii
LIST OF ABBREVIATIONS............................................................................................................................xiii
.................................................................................................................................xiv
1.0 INTRODUCTION......................................................................................................................................1
1.2 Background of the study....................................................................................................................1
Customer satisfaction is the degree of satisfaction provided by goods or services of a firm as
measured by the number of repeat customers. It can also be defined as the provision of goods or
services which fulfil the customers’ expectations in terms of quality and service, in relation to price
paid (Sureshchandar, 2002).....................................................................................................................1
High levels of customer satisfaction are important to marketers as both offensive and defensive tools
and are capable of creating a lasting competitive advantage. Therefore, improving customers’
satisfaction with service is a rapidly rising corporate priority and companies are increasing investment
in tracking customer satisfaction and what drives it. While the majority of companies are beginning to
understand aggregate level trends in customer satisfaction, only a few companies are able to
systematically identify how to change service delivery for the better (Smith, 2004)..............................1
Do you know? While the majority of companies are beginning to understand aggregate level trends in
customer satisfaction, only a few companies are able to systematically identify how to change service
delivery for the better (Smith, 2004).......................................................................................................1
Some of the confirmed benefits of customer satisfaction that customer value is an important
variable to be considered in service quality and consumer satisfaction developed for both
marketers and researchers, Ad Oh, H. (1999)......................................................................................2
According to Qadeer, S. (2014 sound association who on their paper found that customer
satisfaction and the quality of service provided by the companies thus quality of service does effect
the customer satisfaction up to some certain level as both concepts are distinct and the
relationship found between them is casual. Also the quality of service has significant contribution
towards customer satisfaction because it is affected by various factors such as human interaction,
physical environment, value, price, performance. Satisfied customers represent an “indispensable
means of creating a sustainable advantage in the competitive environment.....................................2
vi

Do you know what was done on the similar area of study in Tanzania! Findings were that problem
solving, service delivery, communication and quality of staff play an important role in determining
customer satisfaction as per the report by (Ndolo, 2010). The main benefits that can result from
customer satisfaction are Customers stay with the company longer, Customers deepen their
relationship with the company; Customers demonstrate less price sensitivity and Customers
recommend company’s products or services to others.......................................................................2
1.3 Problem statement ...........................................................................................................................2
1.4 Purpose of the study..........................................................................................................................3
1.5 Specific objectives..............................................................................................................................3
1.6 Hypotheses........................................................................................................................................3
1.7 Assumption of the study....................................................................................................................4
It was likely that respondents were unable to divulge information due to suspicion. There was enough
time for project field research and report writing The researcher curbed financial challenges within
the speculated time and budget. The research expected that the research paper would be published
since the title and content was sensitive and integral in the hospitality sector that can help in
empowering employees. The project contributed vital knowledge to the researcher to enhance
professionalism in the hospitality sector.................................................................................................4
1.8 Significance of the study....................................................................................................................4
The study provided crucial information should be used by both policy and decision makers mainly in
the hotel industry to enhance income generation for economic development. It also aimed at
providing information that may be accessed by scholars for study purposes. It helped the research to
get degree award in undergraduate studies in Bachelor of Science in hospitality and tourism. It
provided an avenue for further research from the established gap left by the researcher or in broad
scope. Findings could to train hospitality managers, supervisors, employees and trainees..................4
1.9 Justification........................................................................................................................................4
1.10 Scope of the study...........................................................................................................................5
1.11 Study limitations..............................................................................................................................5
The research will use questionnaire written all in English and this will pose problems for non-English
speaking respondents. In adequate resources Inadequate, to conduct research on a broad scope
inadequate experience in the field of academia, It will not be possible to get the views through open
questionnaire from the respondents.......................................................................................................5
1.12 Study delimitations..........................................................................................................................5
Researcher conducted the research to employees of Pwani University resource centre which is
accessible by the time frame of research. The researcher has positive attitude and he is interested in
researching. It will conduct research to all the employees in the resource centre The location of the
research is located within the reach of the researcher and assistant research at affordable cost..........5
1.13 Theoretical framework....................................................................................................................5
vii

1.14 Cognitive dissonance theory by Fetinger -1957...........................................................................5
1.15 Conceptual framework....................................................................................................................6
1.16 Definition of operational terms ......................................................................................................6
LITERATURE REVIEW....................................................................................................................................8
2.0 Introduction.......................................................................................................................................8
2.1 Customer satisfaction........................................................................................................................8
2.2 Service delivery..................................................................................................................................9
2.3 Communication .................................................................................................................................9
2.4 Quality of staff...................................................................................................................................9
2.5 Problem solving ..............................................................................................................................10
2.6 Customer orientation.......................................................................................................................10
2.7 Reward and recognition .................................................................................................................11
2.8 Monitoring customer satisfaction....................................................................................................11
2.9 Summary of literature review..........................................................................................................12
Figure 2.0 source :own model: literature review gaps......................................................................12
Explanation of the model ..................................................................................................................12
METHODOLOGY.........................................................................................................................................14
3.0 Introduction.....................................................................................................................................14
3.1Research approach...........................................................................................................................14
3.1.0 Research design...........................................................................................................................14
3.2 Research variables...........................................................................................................................14
3.3 Locale of the study...........................................................................................................................14
3.4 Population of the study...................................................................................................................15
3.5 Sample technique............................................................................................................................15
3.5.1 Sample size...................................................................................................................................15
Table 1.0............................................................................................................................................16
Table 2...............................................................................................................................................16
3.6 Research instrument........................................................................................................................16
3.6.1Questionnaires...........................................................................................................................16
3.7 Validity.............................................................................................................................................17
The questionnaire was drawn from the available literature to ensure content validity and.................17
3.8 Reliability.........................................................................................................................................17
viii

3.9 Pre-testing.......................................................................................................................................17
3.10 Data collection .............................................................................................................................17
3.11 Data analysis .................................................................................................................................17
3.11 Ethical consideration.....................................................................................................................18
3.12 Data presentation..........................................................................................................................18
RESEARCH FINDING AND DISCUSSION.......................................................................................................19
4.1.0 Introduction..................................................................................................................................19
4.1.1 Background information from employees....................................................................................19
Table 3 Background information from employees.............................................................................19
4.1.2 Service quality aspects..................................................................................................................20
4.1.3 Importance of service quality.......................................................................................................21
4.1.4 Importance of service quality to the organization and customers ...............................................22
Figure 4.0 line graph on importance of service quality......................................................................22
The line graph shown that value increases from increased production, it drops as from increase
market share to reduction in cost towards organisation.......................................................................22
4.1.5 Employee training in Resource Centre..........................................................................................22
Table 4 Employee training and form used.........................................................................................23
4.1.6 Information in Resource Centre system .......................................................................................23
Table 5 Customer information system in Human Resource Centre...................................................23
4.1.7 Demographic Information from customers..................................................................................24
Table 6 Demographic Information from customers.........................................................................24
4.1.8 Descriptive statistics on customer satisfaction strategies............................................................25
Table 7.0 Aspects of strategies which contributed to customer satisfaction....................................25
4.1.9 Introduction to the description of the table 7.0...........................................................................26
4.1.9.1 Service delivery and customer satisfaction............................................................................26
4.1.9.2 Communication and customer satisfaction............................................................................27
4.1.9.3 Quality of staff and customer satisfaction.............................................................................27
4.1.9.4 Problem solving and customer satisfaction...........................................................................27
4.1.10 Attributes that contributed most to customer satisfaction........................................................27
Figure 5.0 attributes that contributed most to customer satisfaction...............................................27
4.1.11 Probability of staying back in the guest house............................................................................28
Figure 6.0 Possibility of staying back in the guest house...................................................................28
ix

4.2.0 Data analysis.................................................................................................................................28
4.2.1 Service delivery and customer satisfaction...............................................................................28
4.2.2 Hypothesis1..............................................................................................................................29
The first hypothesis was there was significant relationship between service delivery and customer
satisfaction. The hypothesis was tested by asking customer to rate some elements of services
delivery which contributes to customer satisfaction by linkert scale. They were grouped and
Analysis of Variance or ANOVA was used to establish the truth. It partly illustrated in table 4.O and
the results are shown in table 7.0 below. However the while collecting data the aspects were
anonymous presented so that customers could not identify the type of strategy being determined.
This applies to the next three hypotheses. Critical values of F for the 0.05 significance level:..........29
Table 8.0 ANOVA table on service delivery and customer satisfaction..............................................29
4.2.3 Communication and customer satisfaction...............................................................................29
4.2.4 Hypothesis 2.............................................................................................................................30
Ho Communication between employees and customers contributes in enhancing customer
satisfaction.........................................................................................................................................30
H1 Communication between employees and customers do not contributes in enhancing customer
satisfaction.........................................................................................................................................30
Table 9.0 ANOVA on Communication and customer satisfaction......................................................30
4.2.5 Quality of staff and customer satisfaction................................................................................30
4.2.6 Hypothesis 3.............................................................................................................................31
Ho There were roles played by quality of staff in enhancing customer satisfaction..........................31
H1 There were no roles played by quality of staff in enhancing customer satisfaction.....................31
Table 10.0 ANOVA on Quality of staff and customer satisfaction......................................................31
4.2.7 Problem solving and customer satisfaction..............................................................................31
4.2.8 Hypothesis 4.............................................................................................................................31
Ho Problem solving in hospitality contributes in enhancing customer satisfaction...........................31
H1 problem solving in hospitality do not contribute in enhancing customer satisfaction.................31
Table 11.0 ANOVA analysis on Problem solving and customer satisfaction.......................................32
4.2.9 Determine the relationship between selected independent variables and dependent variable
...........................................................................................................................................................32
Table 12.0 Use of chi square.............................................................................................................32
4.2 .10 Pearson correlation between communication and problem solving.........................................33
Table: 13.0.........................................................................................................................................33
DISCUSSIONS.............................................................................................................................................34
x

4.3.0 Introduction..................................................................................................................................34
4.3.1 Aspect of quality of service...........................................................................................................34
4.3.2 Service Delivery and Customer Satisfaction..................................................................................35
4.3.3 Significance of Communication as a tool to achieving customer satisfaction...............................36
4.3.4 Quality of Staff and Customer Satisfaction...................................................................................36
4.3.5 Effects of solving customer problems on customer satisfaction...................................................37
4.3.6 The relationship between service delivery and quality of staff to customer satisfaction.............38
..............................................................................................................................................................38
SUMMARY, CONCLUSIONS AND RECOMMENDATION...............................................................................39
5.0 Introduction.....................................................................................................................................39
5.1 Summary..........................................................................................................................................39
5.2 Conclusion.......................................................................................................................................40
5.3 Recommendations...........................................................................................................................40
5.3.1 Pwani University Resource centre/ related hospitality industry ..............................................40
5.3.2 Curriculum development..........................................................................................................40
5.3.3 Further research.......................................................................................................................41
5.3.3.1 Source: own model........................................................................................................................43
6.0 REFERENCE..........................................................................................................................................44
APPENDICES..............................................................................................................................................47
7.0 APPENDIX 1 .........................................................................................................................................47
7.1 SAMPLE QUESTIONNAIRE FOR EMPLOYEES.....................................................................................47
7.2 SAMPLE QUESTIONNAIRE FOR CUSTOMERS....................................................................................50
7.3Letter of permission from the department of Hospitality and Tourism Management.....................53
7.4 Excell analysis on customers and employees...................................................................................54
LIST OF TABLES
Table 1.0.........................................................................................Error: Reference source not found
Table 2............................................................................................Error: Reference source not found
Table 3 Background information from employees..........................Error: Reference source not found
xi

Table 4 Employee training and form used.......................................Error: Reference source not found
Table 5 Customer information system in Resource Centre.............Error: Reference source not found
Table 6 Demographic Information from customers.......................Error: Reference source not found
Table 7.0 Aspects of strategies which contributed to customer satisfaction...Error: Reference source
not found
Table 8.0 ANOVA table on service delivery and customer satisfaction...Error: Reference source not
found
Table 9.0 ANOVA on Communication and customer satisfaction..Error: Reference source not found
Table 10.0 ANOVA on Quality of staff and customer satisfaction. Error: Reference source not found
Table 11.0 ANOVA analysis on Problem solving and customer satisfaction..Error: Reference source
not found
Table 12.0 Use of chi square...........................................................Error: Reference source not found
Table: 13.0......................................................................................Error: Reference source not found
xii

LIST OF FIGURES
1.15 Conceptual framework....................................................................Error: Reference source not found
Figure 2.0 source :own model: literature review gaps...........................Error: Reference source not found
Figure3.0.................................................................................................Error: Reference source not found
Figure 4.0 line graph on importance of service quality...........................Error: Reference source not found
Figure 5.0 attributes that contributed most to customer satisfaction........Error: Reference source not found
Figure 6.0 Possibility of staying back in the guest house........................Error: Reference source not found
Figure 7.0 Sustainable customer satisfaction model................................Error: Reference source not found
LIST OF ABBREVIATIONS
SPSS – Statistical Package for Social Sciences
HTM - Hospitality and Tourism Management.
xiii

1.0 INTRODUCTION
This chapter discusses the background of the study, problem statement and purpose of the study,
the objectives of the study, research questions and significance of the study, theoretical
background, conceptual framework and definition of terms
1.2 Background of the study
Customer satisfaction is the degree of satisfaction provided by goods or services of a firm as
measured by the number of repeat customers. It can also be defined as the provision of
goods or services which fulfil the customers’ expectations in terms of quality and service,
in relation to price paid (Sureshchandar, 2002).
Furthermore , Markova, (2010) put it in the research done on proper designing, administering,
and analyzing, the process of monitoring customer satisfaction and service quality is beneficial to
any hotel firm and make all the distinguish between offering a mediocre service and one of
exceptionally high quality since service delivery and quality of staff are some of the key
determinant of customer satisfaction and loyalty, it calls for credible and consistent evaluations
to put employees on watch as per the level of service
High levels of customer satisfaction are important to marketers as both offensive and defensive
tools and are capable of creating a lasting competitive advantage. Therefore, improving
customers’ satisfaction with service is a rapidly rising corporate priority and companies are
increasing investment in tracking customer satisfaction and what drives it. While the
majority of companies are beginning to understand aggregate level trends in customer
satisfaction, only a few companies are able to systematically identify how to change
service delivery for the better (Smith, 2004).
Do you know? While the majority of companies are beginning to understand aggregate level
trends in customer satisfaction, only a few companies are able to systematically identify
how to change service delivery for the better (Smith, 2004).
For hotels and lodges, competition is getting stiffer as the number of accommodation and
catering facilities increase in an attempt to cater for the large number of tourists available in the
contemporary market. Tourists are also diversifying their needs thus causing trends in the market

to keep changing. There is therefore a need for hotels and lodges to enhance customer
satisfaction as a strategy that will enable them to remain competitive in the industry
Some of the confirmed benefits of customer satisfaction that customer value is an important
variable to be considered in service quality and consumer satisfaction developed for both
marketers and researchers, Ad Oh, H. (1999).
According to Qadeer, S. (2014 sound association who on their paper found that customer
satisfaction and the quality of service provided by the companies thus quality of service
does effect the customer satisfaction up to some certain level as both concepts are distinct
and the relationship found between them is casual. Also the quality of service has
significant contribution towards customer satisfaction because it is affected by various
factors such as human interaction, physical environment, value, price, performance.
Satisfied customers represent an “indispensable means of creating a sustainable
advantage in the competitive environment
Do you know what was done on the similar area of study in Tanzania! Findings were that
problem solving, service delivery, communication and quality of staff play an important
role in determining customer satisfaction as per the report by (Ndolo, 2010). The main
benefits that can result from customer satisfaction are Customers stay with the company
longer, Customers deepen their relationship with the company; Customers demonstrate
less price sensitivity and Customers recommend company’s products or services to others
Pwani University Resource Centre its purpose according to the charter given was to strive to
provide quality services to the clients, members of staff and interested group: promptly and
efficient response to enquiries, being innovative in offering requested services to the clients
quickly, courteously and professionally as well as valuing their customers safety, privacy and
confidentiality.
1.3 Problem statement
There are limited academic research done on the strategies used to enhance customer
satisfaction creating a gap on the relevant academic field, at the same time adopting new
strategies as per views of customers and employees through creativity and innovation is an issue
in small and medium hospitality enterprises.
2

When this issue is not looked at, customer satisfaction will be compromised and the hospitality
organisations and institutions will have played a role by failing to look at the looming challenge
in product and service provisions.
Providing quality services to customers in the hospitality firms has not fully met the expectation
of the customers, due to limited marketing, inadequate customer feedback through follow up and
monitoring plans in the establishment.
That called for regular follow up about the views of the level of products and services provided
to customers by customers and the take of the of the employees on the strategies employed by
the industry to enhance customer satisfaction. This will solve the challenge of inconveniency in
terms of service quality hence customer satisfaction.
In Pwani University Resource Centre as a developing hospitality establishment there is a need to
investigate the relationship between the staffs and customer with the focus of strategies used to
enhance customer satisfaction. Since there is no other avenues of marketing the establishment
therefore depend on repeat guests or guests to market it to other potential customers.
1.4 Purpose of the study
The aim of this study is to determine the strategies used by Pwani University Resource Centre to
enhance customer satisfaction.
1.5 Specific objectives
• To find out how service delivery contributes to customer satisfaction.
• To find out how communication between employees and customers contributes to
customer satisfaction.
• To establish how problem solving contributes to customer satisfaction.
• To find out the role played by quality of staff in enhancing customer satisfaction.
1.6 Hypotheses
1. Service delivery contributes in enhancing customer satisfaction
3

2. Communication between employees and customers contributes in enhancing
3. There are roles played by quality of staff in enhancing customer satisfaction.
4. Problem solving in hospitality contributes to customer satisfaction.
1.7 Assumption of the study
It was likely that respondents were unable to divulge information due to suspicion. There was
enough time for project field research and report writing The researcher curbed financial
challenges within the speculated time and budget. The research expected that the research
paper would be published since the title and content was sensitive and integral in the
hospitality sector that can help in empowering employees. The project contributed vital
knowledge to the researcher to enhance professionalism in the hospitality sector
1.8 Significance of the study
The study provided crucial information should be used by both policy and decision makers
mainly in the hotel industry to enhance income generation for economic development. It
also aimed at providing information that may be accessed by scholars for study purposes. It
helped the research to get degree award in undergraduate studies in Bachelor of Science
in hospitality and tourism. It provided an avenue for further research from the established
gap left by the researcher or in broad scope. Findings could to train hospitality managers,
supervisors, employees and trainees.
1.9 Justification
One of the biggest contemporary challenges of management in service industries is providing
and maintaining customer satisfaction. Service quality and customer satisfaction have
increasingly been identified as key factors in the battle for competitive differentiation (A.,
Markova, et al. (2009, January)
If properly designed, administered, and analyzed, the process of monitoring customer satisfaction
and service quality be beneficial to any hotel firm and make all the difference between offering a
mediocre service and one of exceptionally high quality (Holjevac et al (2009))
4

Customers in services marketing are the primary market factor and the target of all activities and
efforts. They constitute the basis for defining services marketing plans, objectives and strategies.
Consequently, marketing orientation in service business stems.( Grubor, A. (2011).This research
aims at determining strategies used to enhance customer satisfaction with a clear take of what
customer satisfaction as from the stakeholders’ point of view and how effective service quality
strategies influences customer satisfaction
1.10 Scope of the study
The research study is to be conducted in Pwani university resource Centre therefore only
employees, customers of resources Centre are the target respondents of this study.
1.11 Study limitations
The research will use questionnaire written all in English and this will pose problems for non-
English speaking respondents. In adequate resources Inadequate, to conduct research on a
broad scope inadequate experience in the field of academia, It will not be possible to get
the views through open questionnaire from the respondents
1.12 Study delimitations
Researcher conducted the research to employees of Pwani University resource centre which is
accessible by the time frame of research. The researcher has positive attitude and he is
interested in researching. It will conduct research to all the employees in the resource
centre The location of the research is located within the reach of the researcher and
assistant research at affordable cost
1.13 Theoretical framework
It showed the relationship between the study and other studies and the common goal.
1.14 Cognitive dissonance theory by Fetinger -1957
Cognitive dissonance is an uncomfortable feelings caused by holding two contradicting ideas
simultaneously. The theory of cognitive dissonance proposes that people that people have a
motional drive to reduce dissonance by changing their attitudes, belief and behavior or by
justifying or rationalizing them.
5

The theory has link with topic of the study and objectives, thus the previous experiences,
feelings, knowledge and background of employees might differ with the professional expectation
such as meeting the quality of service or production standards of the organization through
maintaining expected quality of staff for prompt service delivery .This introduction of new idea
or conduct is a challenge that gives employees time to cope with.
1.15 Conceptual framework
Elaborated on the original of this study and applicable framework in the hospitality industry
Figure1.0: conceptual framework. Own model
Independent variables intervening variables Dependent variables
Customer satisfaction is the ultimate goal of hospitality industry. Although there were various
underling elements which help in maintaining the process such as empowering employees on
the expectation of the organization, good leadership within the establishment and how
teamwork is embraced in the organization finally the way customers get knowledge of the
products and services offered in the company. Two key players are quality of staffs and the
consistency of service delivery process.
1.16 Definition of operational terms
Customer satisfaction: a marketing term that measures how products or services supplied by a
company meet or surpass a customer's expectation. It provides marketers and business owners
with a metric that they can use to manage and improve their businesses.
6
Service delivery
Communication
Problem solving
Quality of staff
Team work
Empowerment
Good leadership
Customer orientation
Customer satisfaction

Communication: the imparting or exchanging of information or news." direct communication
between the two people or groups will produce greater understanding"
Service Delivery: A framework - is a set of principles, standards, policies and constraints used
to guide the design, development, deployment, operation and retirement of services delivered by
a service provider with a view to offering a consistent service experience to a specific user
customer
Problem Solving: consists of using generic or ad hoc methods, in an orderly manner, for finding
solutions to problems.
Quality of staff: This ability of the staff to deliver services and products according to the
competencies and expectation of professional ethics.
Customer orientation: is a business strategy in the lean business model that requires
management and employees to focus on the changing wants and needs of its customers. In other
words, it's a company-wide philosophy that the customer's wants and needs are the first priority
of all management and employee
Employee empowerment: is giving employees a certain degree of autonomy and responsibility
for decision-making regarding their specific organizational tasks.
7

LITERATURE REVIEW
2.0 Introduction
This chapter looks at the related literature on this research topic. It defines customer satisfaction
and then gives a detailed analysis of the variables that influence customer satisfaction. It then
ends by giving the importance of customer satisfaction.
2.1 Customer satisfaction
Customer satisfaction has been a popular topic in marketing practice and academic research
since Cardozo's (1965) initial study of customer effort, expectations and satisfaction. Despite
many attempts to measure and explain customer satisfaction, there still does not appear to be a
consensus regarding its definition (Giese and Cote, 2000). Customer satisfaction is typically
defined as a post consumption evaluative judgment concerning a specific product or service
(Gunderson, Heide and Olsson, 1996). It is the result of an evaluative process that contrasts
repurchase expectations with perceptions of performance during and after the consumption
experience Rust, R. T., & Zahorik, A. J. (1993).
According to Adam, et al. (2015) the study found that International tourists who were satisfied
with the tangibles, reliability, assurance-empathy, and responsiveness dimensions of the upscale
restaurant services showed a higher likelihood of revisiting the restaurants than did their
counterparts who were dissatisfied
According to Sureshchandar (2002), the nature of the exact relationship between service quality
and customer satisfaction is still covered with uncertainty. Many researchers have conducted
research on customer satisfaction by using a single item scale and many others have used
multiple scales. Customer satisfaction is viewed as a multidimensional construct just as service
quality, but should be worked on along the same factors (and corresponding items) on which
service quality .Based on this approach, the link between service quality and customer
satisfaction has been investigated. The results indicated that the two constructs are indeed
independent but are closely related, implying that an increase in one is likely to lead to an
increase in another
8

2.2 Service delivery
Service delivery is a common term in every service organistion! Do you know that growth and
development of hospitality industry depends on this element as the two key variables service
delivery and customer satisfaction showed significantly relationship which could predict the
growth, improve the quality of services and increase the profit and consequently the revenue as
found by Adesina, K. I., & Chinonso, I. (2015)
As Michael (1980) puts it, practicing good service delivery helps customer service
representatives go to the top of the league. The moment a customer needs help, the dedicated
customer service representative should swing into action. The customer should be made to feel
that he is priority number one, not that he is at the bottom of a list and will have to wait his turn.
Before customer service representatives can value their work, management should show them
that they are valued (Langer, 1997).
the firm there is need for empowerment and training to make employees get well acquainted with
the soft and social skills needed in the hospitality industry for example to achieve high service
innovation performance, organizations first need to develop knowledge sharing behaviors plus a
better team culture Hu, et al (2009).
2.3 Communication
Good communication between a company and its clients builds strong relationships between the
two. Obringer (2003) contends that, part of relationship selling involves maintaining regular
contact. If personnel neglect a client who has trust in their integrity as a person and as a
salesperson, that client may finally be forced to turn to a competitor. So the company has to
make sure that it not only builds the relationship, but keeps regular contact and keeps all
channels of communication open Use of accepted channels of communication reduces murmurs
and misunderstanding. As Szuc et al. (2005) noted,
2.4 Quality of staff
Hiring the right people for appropriate positions and ongoing staff training and management are
critical keys to successfully realizing customer satisfaction. Necessary activities include the clear
identification of positions and qualifications, recruiting the best, hiring, training and retaining the
right staff (Kang et al, 2005).
9

To provide quality service, employees need ongoing training in the necessary technical skills and
knowledge and in process or interactive skills. Most service organizations are quite conscious of
and relatively effective at training employees in technical skills. These skills may be taught
through formal education. Additionally, technical skills are often taught through on-the-job
training (Valerie, et al. (1999) )
Results found by Ugboro, et al (2000) reveal that there is positive correlation between top
management leadership, employee empowerment, job satisfaction are facilitated by top
management leadership and commitment to the total quality management goal of customer
satisfaction by creating and organizational climate that emphasizes total quality and customer
satisfaction
2.5 Problem solving
When a customer complains, a company should always offer them a solution to the problem. If a
problem cannot be directly fixed, customers should be offered an alternative to keep them
satisfied. There are many different types of solutions, but they could all turn a disappointed
customer into a happy one. If an exact replacement is not available (or not wanted) try replacing
it with a similar model. A replacement solves any problem with the product, it may cost a
company the value of a new product, but losing the customer will probably cost much more in
the long run Atalik, Ö. (2007).
2.6 Customer orientation
According to Valerie et al. (1999), many services offer “customer orientation” programs to assist
customers in understanding their roles and what to expect from the process before experiencing
it. Universities offer orientation programs for new students, and often their parents as well, to
preview the culture, university procedures, and expectations of students. Similarly, health clubs
use formal training programs to educate customers on how to use the facilities and equipment..
At the college level students should be trained on how to introduce innovative strategies in
service leadership and maintaining consumer information and satisfaction just like a program
offered by Testa, M. (2016) to his students in level HTM 480 with the main objective of
maximizing employee performance in the service setting by interpersonal communication
training skills and coaching
10

2.7 Reward and recognition
Ongoing “true moments” surveys are used, whereby customers are called and asked to assess the
level of service they received from the particular employee they interacted with over the phone.
These measurements (multiple customers for each employee each quarter) are then integrated
into the employee’s performance evaluation and rewarded. The measures must be appropriate,
the sampling of customers performed fairly and the employees must buy in to the validity of the
results (Valerie et al, 1999).
2.8 Monitoring customer satisfaction
A satisfaction survey can help a company to understand the expectations, identify new customer
requirements or trends in the market and determine what areas of business need investment.
Once these issues have been identified, management of any given company will be able to
implement new practices to improve customer satisfaction. Many businesses systematically
measure customer satisfaction through independent surveys, feedback forms, mystery shopping
and focus groups. Some third party surveys also compare the customer satisfaction of major
competitors, which allows companies to benchmark themselves in their relevant sector
(Borysowich, 2008)
11

2.9 Summary of literature review.
Figure 2.0 source :own model: literature review gaps
Explanation of the model
The literature had been discussed the related findings in customer satisfaction from the core
strategies like service delivery, communication ,problem solving and key roles played by
quality of staff in the service industry. Customer orientation, reward and recognition as well as
monitoring customer satisfaction. Some of the gaps established is that the mentioned factors had
limited literature on follow studies to compare the previous and the current study to help in
12
CUSTOMER SATISFACTION
STRATEGIES.
Service delivery
Problem solving
Communication
Quality of staff
FACILITATORS
Reward and recognition
Empowerment
Good leadership
Teamwork
GAPS BY SIZE OF FIRM/LOCATION
Limited research done small and
medium enterprises.
Limited research done in Kenya
hotels
GAPS BY QUALITY AND EFFECTIVENESS
Research done comparing independent
identified strategy to customer
satisfaction.
Other facilitators shown are not shown
in most studies.
Limited follow up study on the
strategies.

establishing standard procedure in enhancing customer satisfaction. Most similar studies had not
been done in small and medium hospitality business and institutions had not established
recommendations for development for upcoming professionals in the field of hospitality to help
in solving customers’ challenges and dissatisfactions. There was need for a standard procedure or
evaluation tool that can help staff achieve the required quality for this industry with focus to
customer satisfaction, integrated strategies should be outlines and related objectives set for the
achievement of customers expectations
13

METHODOLOGY
3.0 Introduction
This chapter describes the procedures that were followed in conducting the study.Here,the
researcher gives a description of the research design, study variables, location of the study,
target population, sampling techniques and sample size, study instruments, pre testing of the
instruments, data collection techniques ,data analysis and ethical consideration
3.1Research approach
It used mixed methods ,qualitative and quantitative approach as hospitality is a social science
there was need for both approaches to handle the problem in details by not focusing in one
side but work on it in all possible means as Creswell, J. W. (2013) stated .
3.1.0 Research design
The study used a case study research design because the issue of concern should be analyzed in
details. Case study being an empirical inquiry, which focus particularly on a contemporary
phenomenon within its real-life context as well as between phenomenon and its context are not
clearly evident as mentioned by Yin, R. K. (2013).A case study in Pwani University Resource
Centre took the same concept to look into the issues with insight and with a descriptive pattern.
3.2 Research variables
The research design was specifically investigated of strategies used to enhance customer
satisfaction were service quality attributes, taking the independent variables; service delivery,
communication, problem solving and quality of staff
The intervening variables were; good leadership, teamwork, customer orientation and employee
empowerment.
Conclusively the expected result which is the dependent variable is the ultimate goal of
hospitality industry: customer satisfaction.
3.3 Locale of the study
The study was a case study in Pwani University Resource Centre (guest house) which lies within
Pwani University in Kilifi County, Kenya. It was offered service charter which stated service
14

standard which seek to consistently improve its accommodation, conference, special occasion,
social functions and other services to the needs of the clients .customers could contact them
through complaints@pu.ac.ke or through their website www.pu.ac.ke
3.4 Population of the study
The research population in this study was composed of managers and employees of resource
centre of Pwani University as well as customers who visited and used the hospitality services.
The managers and employees made up a total of 21 while the customers make up an average of
30 customers per day, in house guests and walk in for food and beverage services
3.5 Sample technique
Non-probability sampling was used in this study. Non-probability sampling enabled the
attainment of in-depth information on customer satisfaction and the variables associated with it.
The non probability sampling technique that is to be applied is purposive sampling. Purposive
sampling was used because it will allow the researcher to make use of a preferred case study that
possessed the relevant information with respect to the objectives of the study Barreiro, P. L., &
Albandoz, J. P. (2001): therefore employees who knowledgeable were finally to answer
questionnaire .
However, for the case of customers the researcher did convenient sampling because the
customers were not predicted therefore the ones who were staying during the period of the
research were given questionnaires to answer. Although random sampling was done for the case
of large groups.
3.5.1 Sample size
The expected sample size
15

Table 1.0
Employees Customers
Population 21 Infinite
Sample
size
21 31 52
The researcher expected to work with the sample size ,sample size is a section of a population
which represented a whole population therefore the conclusion which was made was general: as
per the study of Kadam, P., & Bhalerao, S. (2010).During the research collection the research
found that only 6 employees could answer the questionnaires and the sample for customers
remained the same.
Table 2
Employees Customers
Population 21 Infinite
Sample
size
6 31 37
Therefore the targeted population changed: employees and customers which consisted of sample
size of 37 respondents thus 6 employees and 31 customers. The questionnaires were
administered by drop and take after specific period by the researcher in person.
3.6 Research instrument.
The data for this researcher collected data using closed questionnaire which was easy to code and
analyze. It was used because of limited time which could not allow for triangulation.
3.6.1Questionnaires.
Closed ended questionnaire was used since the data to be collected was factual and they were
administered to the employees and customers.
16

3.7 Validity
The questionnaire was drawn from the available literature to ensure content validity and
3.8 Reliability
The reliability of the research instrument had been ascertained by analysis is the data obtained
from pre-testing exercise (pilot study)
3.9 Pre-testing
The researcher took some copies of questionnaires to Mnarani Club for pilot study but failed to
get feed back .Therefore the questionnaires were verified by peers before conducting the actual
field research. The peers found that the question 8 in the employees should before removed
since it does not focus much on the objectives stated. The researcher removed the question and
proceeded to the field.
3.10 Data collection
Data collection is the process of gathering and measuring information on targeted variables in an
established systematic fashion, which then enables one to answer relevant questions and evaluate
outcomes.
The authority was given from the management of Pwani University Resource Centre and the
questionnaires which were filed differently to avoid confusion that was for customers and for
employees. It was drop and take later procedure where the tools were left in the office of the
manger after the agreement .The questionnaires were taken after 3 weeks.
3.11 Data analysis
Analysis of data is a process of inspecting, cleaning, transforming, and modeling data with the
goal of discovering useful information, suggesting conclusions, and supporting decision-making.
Immediately after the field ,the researcher sorted the questionnaire s to get the once which were
not answered and since they were closed ended questionnaires coding was easy and the
information were fed to the Microsoft Excel .some analysis calculation were done manually
and others were assisted by SPSS.The data were small in number and the researcher was
interested in calculating making him more engaged in the research and its practicallity.Most of
presentations were done by tables and Chi square was used to compare independent variables
17

and correlation was also done on two variables to determine the strength between and mostly
analysis of variable was used to confirm the hypothesis.
3.11 Ethical consideration
This is the most common way of defining "ethics": norms for conduct that distinguish between
acceptable and unacceptable behavior.Resnik, D. B. (2011).The researcher adopted such conduct
by asking permission from the university department to tourism and letter of go ahead is to be
asked. Letter of acceptance for research from Pwani University resources Centre the findings
will be used for the purpose of academic research as indicated in the questionnaire. Respondents
were assured that their Consent was sought before the administering questionnaires
confidentiality and anonymity will be uphold on the information obtained from the respondents
3.12 Data presentation
Data is to be presented using tables and graphs. These representation tools were used because of
their preciseness in passing information across as well as their ability to present data in a manner
comprehendible to most individuals.
To the researcher it was the most convenience way to present the information objective however
most people are interested in using charts and graphs to eliminate boredom but once the paper
was written and presented according to the themes with logical flow it will still make sense to the
reader.
18

RESEARCH FINDING AND DISCUSSION
4.1.0 Introduction
This chapter contains the descriptions of respondents background, the analysis of independent
and dependent variables and the verification of hypothesis from finding by customers and
employees as per the questionnaire attached in the in the appendices.
4.1.1 Background information from employees
It showed findings from the gender, age in years, education, development positions and duration
in the place work.
Table 3 Background information from employees
GENDER Male
Female
2
4
33%
67%
33%
100%
AGE(YEARS) 18-25
26-35
36-45
45-60
Over 60
00
01
02
02
00
0%
20%
40%
40%
0%
0%
30%
60%
100%
100%
EDUCATION University
college
Secondary
03
01
02
50%
17%
33%
50%
67%
100%
POSITION Managers
Supervisor
01
02
20%
40%
20%
60%
19

Others 02 40% 100%
DURATION < 5 years.
6-10years
>11 years
01
03
01
28%
60%
20%
20%
80%
100%
A total of six employees answered questionnaires from Pwani University Resource Center
(Guest house).Where 33% were male and 67% were female. There was no employee between the
age 18- 25 and 20 % were between 26-35 while 40% were both met by the age bracket 36-45 and
46-60 and 0% were above 60 years.50 % of the respondent were university graduate while
17% and 33% were college and secondary graduates respectively.20% were managers and 40 %
of the employees interviewed were supervisors while the remaining 40% were other
employees.20% had worked for less than 5 years and 60% had worked for 6-10 while 20% had
worked for more than 10 years.
4.1.2 Service quality aspects
The following are the way the employees rated teamwork, training, customer orientation as well
as good leadership
20

Figure3.0
20% of employees agreed that teamwork and empowerment was excellent, while 60% agreed
that it was average and 20% rated it below average. No employee agreed that employee training
and education is excellent as 100% agreed that it was average while 0% rated it below
average.0% rated customer orientation excellent as 83% that it was average as 17% rated it
below average .Good leadership rated 17% under excellent and 66% average while 17% were
convinced .
4.1.3 Importance of service quality
The reason for service quality affected both the customers and the organization as per the feed
back gave by employees.
21

4.1.4 Importance of service quality to the organization and customers
Figure 4.0 line graph on importance of service quality
The line graph shown that value increases from increased production, it drops as from increase
market share to reduction in cost towards organisation.
Taking the pride in the hotel by the guest set the base which increases to maximum at customer
satisfaction and drops systematically towards loyalty.
4.1.5 Employee training in Resource Centre.
Employee training was an essential factor that should be determined and it could help
introducing new technology and ways of producing and presenting products as well as service
techniques.
22

Table 4 Employee training and form used
F % Cf%
Yes 4 67 67
Employee
training
No 2 33 100
In the job 4 100 100
Form of employee
training
On the
job
0 0 100
The employees had shown sincerity about the training and the form training as the 67 % agreed
that there was training and 33% said no the reason could be that they were new in the
establishment and since they were employed E leave of off duty.
The second part of the table 4.5 only 4 respondents turned up means that the employees who had
experienced training in Human Resource never attended to that question. The findings found that
the training had in the job training .The hospitality management might had the in the job training
for convenience and cost effective purposes.
4.1.6 Information in Resource Centre system
Hospitality information technology (IT) to reduce costs, enhance operational efficiency, and
most importantly to improve service quality and customer experience. The article Law, R.,
Leung, R., & Buhalis, D. (2009) demonstrates that IT is increasingly becoming critical for the
competitive operations of the tourism and hospitality organizations as well as for managing the
distribution and marketing of organizations on a global scale.
Table 5 Customer information system in Human Resource Centre
F % Cf%
Customer information systems 5 83 83
1 17 10
23

The results was that 83% agreed that there was customer information centre while 17% said
no .Some of the reasons why some employee had said no may be because they do no understand
what customer information system was.
4.1.7 Demographic Information from customers.
It demonstrated more on gender, age and education level as findings shown in the table
Table 6 Demographic Information from customers.
Frequency Percent Cumulative%
Gender Male
Female
Total
17
14
31
55%
45%
100%
55
100
Age (years) 18-25
26-35
36-45
45-60
Over 60
Total
11
10
06
02
02
31
36 %
32%
19%
6.5%
6.5%
100%
36
68
87
93.5
100
Education level University
College
Secondary
Primary
Total
14
12
03
02
31
45%
39%
10%
06%
100%
45
84
94
100
24

A total of 31 customers answered questionnaires male were more than female in the sample by
55% and 45% respectively. Most of them were youths at the age of 18-25,26-35 with36% and
10% in the same order.36-45 were 6% while 46-60 and 60 and above had contributed 2% each. It
appeared that it was a group on conference and seminar or workshop and maybe those with the
age above 35 were facilitators and supervisors of the
4.1.8 Descriptive statistics on customer satisfaction strategies
The strategies described were service delivery the first 4 elements, communication the
following 4 elements ,role played by quality of staff 5 and the last 4 are for problem solving.
Table 7.0 Aspects of strategies which contributed to customer satisfaction
Rating TERRI BAV AV VGOOD EXC
Weights 1 2 3 4 5
Overall service received 1 4 9 12 3 99 6.6 3.19
Speed in which service was
delivered
0 11 5 10 5 102 6.8 3.29
25

Personalized service 2 4 14 6 4 96 6.4 3.10
Accuracy of the service 1 3 11 12 4 108 7.2 3.48
Ease of contacting personnel 4 7 4 9 7 101 6.7 3.26
Clarity of information 5 3 9 10 3 93 6.2 3.00
Time taken to respond to inquiries 2 8 10 8 3 95 6.3 3.07
How inquiries were dealt with 1 4 14 8 4 103 6.9 3.32
Relevant knowledge of staff 1 0 16 12 2 107 7.1 3.45
Courtesy of the staff 4 4 5 9 8 103 6.9 3.32
Assistance offered by the staff 3 2 5 15 6 112 7.5 3.61
Treatment by the staff as valued
customers
3 6 10 10 2 95 6.3 3.07
Friendliness of the staff 2 1 15 11 2 103 6.9 3.32
The way customers problems were
solved
3 5 4 15 4 105 7.0 3.39
Time taken for problems to be
solved
3 5 8 9 4 93 6.2 3.00
Competent of staff who handled the
problems
3 6 9 11 2 96 6.4 3.10
After the problem was solved 2 6 8 13 2 100 6.7 3.23
4.1.9 Introduction to the description of the table 7.0
The are shown from the scale of 1 to 5 which is terrible, below average, average, very good and
excellent, therefore the following are the mean contributions of the aspects under service
delivery. It was used by the researcher to find out the relationship between the mean result as it
should be in the provide linkert scaling used.
4.1.9.1 Service delivery and customer satisfaction
The overall service was averaged scaled at 3.19 which was average , The speed in which the
service/product was delivered had 3.29, Personalized service had 3.10, The accuracy of the
service done was the best with 3.48 which is almost mark to the above average.
26

Generally service delivery averagely contributed to the customer satisfaction.
4.1.9.2 Communication and customer satisfaction
How easier the customers were contacting the staff whom they were in need of was 3.26 .When
customers were in need of relevant information about services or products and clarity 3.00, the
time taken to respond to your inquiries 3.07, how your inquiries were dealt with 3.32.
4.1.9.3 Quality of staff and customer satisfaction
The relevant knowledge of staff you dealt with 3.45, The courtesy of the staff 3.32, The
assistance offered by the staff 3.61, How the staff treated you as a valued customer 3.07, The
friendliness of the staff 3.32.
4.1.9.4 Problem solving and customer satisfaction
The way your problems were solved 3.39, The time taken for your problems to be solved 3.00,
How competent was the staff who handled your problem 3.10 and After the problem was solved
3.23
4.1.10 Attributes that contributed most to customer satisfaction.
According to the strategies used in the Guest house this how they contributed towards customer
satisfaction
Figure 5.0 attributes that contributed most to customer satisfaction.
As from the bar graph above quality of staff contributed most to customer satisfaction followed
with service delivery and communication and finally problem solving.
27

4.1.11 Probability of staying back in the guest house.
When the study was looking at how possible a customer could come back after their holiday and
the following were the findings
Figure 6.0 Possibility of staying back in the guest house.
Most customers were contented with the services they received at 45% will definitely come back
while 19 % would mind coming back so long as they are given chance .Some were not sure
whether to come back or not at 23% . While 13%will definitely not come back
4.2.0 Data analysis
Inferential statistics was done by chi-square and Analysis of Variable that is ANOVA to the
independent variables and dependent variable.
4.2.1 Service delivery and customer satisfaction
The following hypothesis dwells on the aspects of service delivery and how they influence
customer satisfaction such as how overall service, speed in which the service/product was
delivered, the level of personalized service and how accurately service was done
28

4.2.2 Hypothesis1
The first hypothesis was there was significant relationship between service delivery and
customer satisfaction. The hypothesis was tested by asking customer to rate some
elements of services delivery which contributes to customer satisfaction by linkert scale.
They were grouped and Analysis of Variance or ANOVA was used to establish the truth.
It partly illustrated in table 4.O and the results are shown in table 7.0 below. However the
while collecting data the aspects were anonymous presented so that customers could not
identify the type of strategy being determined. This applies to the next three hypotheses.
Critical values of F for the 0.05 significance level:
Table 8.0 ANOVA table on service delivery and customer satisfaction
Source SS DF MS F
SSb 12.6 3 4.2 0.014
SSw 4678 16 292.38
SSt 4690.6 19
N=20, n=31, r=4
With df = (3, 16) F must be at least tabulated value 3.24 while calculated value is 0014 which is
below. Since The value of computed ANOVA is less than the tabulated values null hypothesis is
accepted. Therefore service delivery contributes to customer satisfaction in the hospitality
industry.
4.2.3 Communication and customer satisfaction
The analysis is done on the elements such as the ease of contacting staff when need be. Customer
care in terms of information delivery about services and its relevancy., The convenient as per the
time taken to respond to your inquiries and how good the inquiries were dealt with.
29

4.2.4 Hypothesis 2
Ho Communication between employees and customers contributes in enhancing customer
satisfaction.
H1 Communication between employees and customers do not contributes in enhancing customer
satisfaction
Table 9.0 ANOVA on Communication and customer satisfaction
This is the summary of the analysed aspects of communications that influence customer
satisfaction.
Source SS DF MS F
SSb 10.88 3 3.267 0.0151
SSw 3842.2 16 240.14
SSt 3853.08
N=20, n=31, r=4
With df = 3, 16) Tabulated value is 3.24 Since the computed value is less than the tabulated
value , shows that elements of communication contributes to customer satisfaction.
4.2.5 Quality of staff and customer satisfaction
The most interesting and core player in the hospitality industry is the human nature and it is
determined by the quality or personality of a person, in this section the data from customers
were analysis to find out if there were roles played by quality of staff and how they influence
customer satisfaction. do the employees have relevant knowledge about the products and
services they are offering and what about their courtesy .Staff are also expected to offer
assistance where necessary ,what about the staffs in Human Resource Centre and do they value
their customers. How friendly were they?
30

4.2.6 Hypothesis 3
Ho There were roles played by quality of staff in enhancing customer satisfaction.
H1 There were no roles played by quality of staff in enhancing customer satisfaction.
Table 10.0 ANOVA on Quality of staff and customer satisfaction
Source SS DF MS F
SSb 12.6 3 4.2 0.014
SSw 4678 16 292.38
SSt 1362.8 19
N=20, n=31, r=5
With df = 4, 20) tabulated value 2.87 while computed value is 0.014
The value of computed is less than tabulated value therefore null hypothesis was accepted that
there are roles played by quality of staff in enhanced customer satisfaction.
4.2.7 Problem solving and customer satisfaction.
Complaints will always occur where people are but the way they are solve is the big challenge in
the hospitality industry and the duration of solving such issues to the convenience of customers
.In Resource Centre the researcher investigated about these areas; The way problems were
solved, the time taken for your problems to solved the competency of staff who handled the
problem and the situation after problem was solved
4.2.8 Hypothesis 4
Ho Problem solving in hospitality contributes in enhancing customer satisfaction.
H1 problem solving in hospitality do not contribute in enhancing customer satisfaction
31

Table 11.0 ANOVA analysis on Problem solving and customer satisfaction
Source SS DF MS F
SSb 9.92 3 3.31 0.009
SSw 4032.8 16 252.05
SSt 4042.72 19
N=20, n=31, r=4
With df = 3, 16 Tabulated value is 3.24 while computed value is 0.009.
The computed value is lies with the significance level therefore null hypothesis are accepted that
problem solving techniques enhanced customer satisfaction.
4.2.9 Determine the relationship between selected independent variables and dependent
variable
Table 12.0 Use of chi square
SERVICE ATTRIBUTES LEVEL OF CUSTOMER SATISFACTION TOTAL
Service delivery 03(2.48) 05(3.65) 06(6.69) 10(13.37) 07(4.89) 31
Quality of staff 01(1.57) 01(2.35) 05(4.31) 21(8.24) 03(3.14) 20
TOTAL 4 6 11 22 8 51
n=51 Chi square=23.2978 df=4 p=9.488
32

since the chi square value has passed the significance level therefore there was no significant
statistical relationship between the independent variables and dependent variable
,service delivery and role played by quality of staff in enhancing customer satisfaction
as the p value=9.488 was lower than critical value of 0.05 at 95% confidence level
4.2 .10 Pearson correlation between communication and problem solving
Table: 13.0
Rating Terrible Below
average
Average VGOOD Excellent
Weights 1 2 3 4 5
Communication 1 4 12 12 1
Problem solving 0 4 13 9 5
Karl Pearson Correlation value is 0.305 which means that the two variables are weakly positive
related, communication and problem solving is weakly related
33

DISCUSSIONS
4.3.0 Introduction
It discussed the findings according to the objectives of the study, relating the observations and
patterns to the previous studies in the related area, the linkage in the literature that relate to the
finding and critique of studies which were and the work was more comprehensive and
elaborative as per the aspects which were in the questionnaires.
4.3.1 Aspect of quality of service
Team spirit is very important in the organization because it affect most service delivery
techniques and also confirms the quality of staffs in the firm, the outcome showed that 20% said
team work is excellent equal to the number of respondents rated it below average but majority
said it is average. It was a unique pattern best cancel the worst in the frequency and it could pose
a challenge to the company, team work is not effective because of uniform distribution of rating,
the area needs a particular pattern that the company should ensure that always employee
cooperate excellent among themselves, such effects could be solved by the finding of Ugboro, et
al (2000) whose study looked at evaluation of criterion for performance indicators which
influence customer satisfaction.
Employee training and education, the knowledge of the products and customer operation services
is vital in hospitality industry, employees agreed that this aspect is averagely done in University
guest house. Such results should be improved since average knowledge can lead to insufficient
service delivery since the quality of staffs could be rated around that level “garbage in garbage
out”. Therefore from the result the employees would need periodic content related training about
the quality of staff and service delivery. Such ideas were supported by a journal paper by Hu, et
al (2009) knowledge sharing and teamwork was a good culture and behavior for a company for
success performance.
Customer orientation is the process of communication between employees and customers where
they empower customers about the establishment .On products and services offered, Valerie et
34

al. (1999) argue that customer education could be accomplished through written literature and
customer “handbooks” that describe customers’ roles and responsibilities. However, it could not
be as effective as customer meeting well trained staffs who provide him/her with knowledge of
the company within a short time without going through pages of customers guide book. The
study was looking how quality of staff could provide convenient services to customers to
enhance their satisfaction.
Leadership in hospitality industry is highly necessary for prompt and efficient products and
services, this study found that there around 67% rated it average and 17% for excellent and
below average.Testa, M. (2016) conducted training on leadership and coaching in hospitality to
make young professionals to be equipped on maximizing employee performance in the service
setting by interpersonal communication training skills and coaching.
Significance of the result will help the establishments and other related hospitality industry make
good decisions on the type of training to be conducted to employees to maximize service
delivery through improved quality of staff .Such strategies could effective improve customer
satisfaction in University guest house.
Leadership and coaching in hospitality should be introduced in the curriculum to make young
hospitality professions be acquainted with good leadership skills. Regular evaluation on the
strategies used to promote/enhance customers satisfaction should be done periodically to
identify the gaps in the customer operations from employees.
4.3.2 Service Delivery and Customer Satisfaction
Elements of service delivery that contributed to customer satisfaction rated as to their mean
difference; Accuracy of service done had the highest mean followed by the speed in which
service is delivered followed by overall service received and finally personalized service. The
research found that there was minimal difference in their mean score showing that those
elements are interrelated. However, Adesina, et al (2015), did a similar study that concluded,
there was a significant relationship between service delivery and customer satisfaction but the
research never looked into aspects of service delivery that affect customer satisfaction.
35

However there was no statistical relationship between service delivery and customer satisfaction,
such result differ with other researchers like Adesina, et al (2015), who found that there was
relationship between the two variables.
4.3.3 Significance of Communication as a tool to achieving customer satisfaction
The company should be able to keep in touch with its clients by keeping its communication
channels open at all times. Communication is one tool for customer care, since all aspects of
services depend on communication that employee to employee and employee to customers as
well as other stake holders. Maintaining regular contact between employees and customers as
complemented by Obringer (2003).
Agnihotri, R., Rapp, A., & Trainor, K. (2009) they suggested that mangers not only invest
resources in providing salespeople with technical knowledge but to train them on effective
communication skills which will contribute to customer satisfaction. Therefore there is need for
training on effective communication skills to boost customer satisfaction
Customer communication systems should be developed to increase the marketing of the and
contact of the company and consumers. In the global hospitality and tourism market is more
competitive because of online complements sites like Trip Advisor and Tripod.
The finding found that there was no significance difference between the variables of
communication which enhance customer satisfaction.
4.3.4 Quality of Staff and Customer Satisfaction
Quality of staff and customer satisfaction had limited literature compared to other variable. Most
researchers are interested on quality service and customer satisfaction although quality service
comes from quality personnel [quality of staff]. Assistance offered by staff has the highest mean
score from the consumer’s point of view. This agrees with a study done by Qadeer, S. (2014).
That quality of service is affected by human interaction, physical environment, value and e.
Knowledge of staff comes second from consumers’ point of view. This means there was in
adequate training and empowerment of staff. Hu, et al (2009) emphasizes that innovation and
knowledge sharing should be part and parcel of the organization. Courtesy of staff, friendliness
of staff and treatment from staff. All this elements contribute respectively to customer
satisfaction.
36

Customer post purchase decision making is very important about the quality of products and
service received and the level of customer satisfaction should also be evaluated to help in
improvement on various factors that contributes to quality of staffs and services afterwards .The
same was agreed by customers post purchase decision-making process where aspects of quality
service are determined. It found that customer value is an important variable to be considered in
service quality and consumer satisfaction developed for both marketers and researchers, Ad Oh,
H. (1999). For the importance of post purchase decision.
Some employees knows the norms and ethics of the hospitality industry but due to feelings and
beliefs sometimes they go contrary to such which affects the level of quality of service which
contributes to customer satisfaction according to theory of customer satisfaction- cognitive
dissonance by Festinger, L. (2010). Dissonance and consonance are relations among cognitions
those were, among opinions, beliefs, knowledge of the environment, and knowledge of one's
own actions and feelings probably the principle of service industry requires mostly social skills
which to some people take time to comprehend and put into practice therefore challenging the
quality level of staffs of hospitality firms.
There were no statistical relationship between quality of staff and customer satisfaction; however
limited research has been done between the two variables.
4.3.5 Effects of solving customer problems on customer satisfaction
In a community or society challenges are inevitable, however once they occur the process of
solving them is very important to either reduce the problem or increase the problem. In
hospitality industry employees should always be alert to curb any source of issues or develop a
mechanism to reduce it to less harmful to customers. Atalik, Ö. (2007). Said that an employee
who gets customer complaints should be friendly, polite and helpful; do their best to resolve the
problem if they can and to some extend recovery actions should be provide as first as possible.
In Resource Center problem solving techniques register a minimal contribution of around 3 out
of 5 .However, in the analysis it showed that problem solving techniques contributed to customer
satisfaction.
37

4.3.6 The relationship between service delivery and quality of staff to customer satisfaction.
The finding found that there was significant relationship between the independent variables and
dependent variables, which meant that for customer satisfaction to be met the management must
looked into service delivery channels and quality of staff. It was therefore important to evaluate
the quality of staffs during recruitment or to expose them to relevant hospitality service delivery
contents.
There was significant relationship between (service delivery and quality of staffs) to customer
satisfaction.
38

SUMMARY, CONCLUSIONS AND RECOMMENDATION
5.0 Introduction
The chapter consisted with summary conclusions and recommendations worked on as fro the
previous sections in the study.
5.1 Summary
The objectives of the study were to find out the relationship between service delivery, quality of
staff to customer satisfaction. While determining the aspects of quality service such as
teamwork, customer orientation, good leadership and employee training from the views of
employees. It was found that the elements mostly got average score while excellent and below
average almost shared the same rating. The result calls for regular training to perfect the
employees through improving their quality and enhancing the level of customer satisfaction.
However, the same study can also help recommending introduction of leadership and coaching in
hospitality institutions. Quality of staff can affected by various factors, such as psychological and
physical factors such can affect the level of service delivery and finally customer satisfaction as
elaborated by Festinger, L. (2010) dissonance theory of customer satisfaction. Although the
research found that there was no direct statistical relationship between quality of staff and
There four strategies: problem solving, communication, quality of staff and service delivery has
influence to customer satisfaction from the summary ANOVA analysis and the chi-square
which showed that there was significant difference between the two independent variable to
Further analysis using correlation established that positive correlation between communication
and problem solving towards customer satisfaction.
The same was found between service delivery and customer satisfaction .However the same
study found that there was relationship between independent variables and dependent variable.
Study was significance to hospitality community such for growth of the industry through regular
evaluation of the employed strategies for enhancing customer satisfaction, there are also some
gaps established like doing similar research in a wide scope.
39

5.2 Conclusion
The study was conducted with the purpose of determining the strategies used to enhance
customer satisfaction .It were a case study of Pwani University Resource Center. The use non
probability sampling and sample size of 37.The study found there was no significant relationship
between service delivery and customer satisfaction as well quality of staff and customer
satisfaction. However the same study found that chi square test between independent variables
and dependent variable found that there was a significant difference relationship. The level of
communication and problem solving influences customer satisfaction. There was weak positive
correlation between communication and problem solving towards customer satisfaction. The chi-
square established that there was statistical difference while contributing to customer
satisfaction.
The result could be used to improve service delivery in hotel industry and to facilitate training in
hospitality institutions and sector.
5.3 Recommendations.
5.3.1 Pwani University Resource centre/ related hospitality industry
1. Employee training on quality of staffs and service delivery.
2. Regular evaluation on employee performance in enhancing customer satisfaction.
3. Set obtainable objectives on customer satisfaction for a specific time and involve
employees in achieving them.
4. The guest house to register to the Trip Advisor and other internationals social sites to
help them monitor the views of customers just like Distant Relatives and Mnarani
Club in Kilifi town.
5. Employees should be taught effective communication skills and soft skills which can
help them in handling customers effective and solve problems appropriately.
5.3.2 Curriculum development
1. Introduction of psychology in hospitality as a unit.
2. Introduce unit on leadership and coaching in hospitality.
40

3. Management in small and medium hospitality and tourism sectors.
4. Customer care and consumer information management, an elaborate of communication.
5. Strategic hospitality service management.
5.3.3 Further research
1. The accuracy and reliability of the result can be improved by expanding the sample size,
the researchers have only distributed 37 questionnaire
2. Conducting a Case study or survey on evaluation of strategies used to maintain customer
satisfaction
3. Further research should be done on Determining the perception of customers on the
quality of service
4. Triangulation of the study should be done to minimise on the limitations of the current
study.
5. Further study should be conducted on the monitoring and evaluation of customer
satisfaction.
6. The model on the figure should be enriched by conducting a study on how to enhance
sustainable customer satisfaction in hospitality industry.
7. To investigate avenues of communication and problem solving that lead to sustainable
customer satisfaction
41

Figure 7.0 Sustainable customer satisfaction model.
42
Customer satisfaction
Low
RESEARCH
Evaluating
Monitoring
Determining
KEY STRATEGIES
Service delivery
Quality of staff
Communication
Problem solving
EMPLOYEE MOTIVATION
Reward and recognition
Promotion
Job satisfaction
High
INTEGRAL VALUES
Good leadership
Customer orientation
Teamwork
Employee
empowerment ORGANISATION BENEFITS
Competitive advantage
Customer loyalty
Profit maximization
REVIEW
Strategies
Objectives
Goals

5.3.3.1 Source: own model
Customer satisfaction is not one day event! Therefore there is need for development of a model
that can help in maintaining customer satisfaction. The key influencers' of customer satisfaction.
They are proposed as the key strategies that can help in enhancing customer satisfaction not once
but on the daily basis when analyzed well.
The strategies need integrative values which could back them up in case of decrease in the level
key strategies in the firm. Good leadership, customer orientation, teamwork and empowerment
or training is necessary to help in adopting changes in the hospitality set up.
When effectively applied the customers expectation will be achieved and that is customer
satisfaction.
The point of customer satisfaction must just reach even if the strategies are not deployed but the
degree will differ, it can be low or exactly opposite of customer expectation or high at the most
expectation of customers.
When it is low the managing should review their of objectives, goals and strategies to find out
the cause and they as well conduct research on customers satisfactions to find the views of the
consumers. At this point they can determine the strategies they want to find out or use. To
prevent such happening at this level, the organization should develop a monitoring and
evaluation tool to control the level of customer satisfaction
In case the level of customer satisfaction is high the organization can sense it by enjoying profit
maximization and competitive advantage. Here employees also should benefit to maintain the
level of production and service delivery.
43

Employees to get satisfied with the job they might be promoted, recognize and get reward and
also engaged in decision making process of the company.
However, customer satisfaction monitoring and evaluating will still remain in if the consumer
have getting their expectations to avoid risking or failure this model when applied can lead to
sustainable customer satisfaction.
6.0 REFERENCE
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Ghanaian Upscale Restaurant Services and Revisit Intentions. Journal of Quality Assurance in
Hospitality & Tourism, 16(2), 181-201.
Adesina, K. I., &Chinonso, I. (2015). Service delivery and customer satisfaction in hospitality
industry: A study of the Divine Fountain Hotels Limited, Lagos, Nigeria. Journal of Hospitality
Management and Tourism, 6(1), 1-7.
Ad Oh, H. (1999). Service quality, customer satisfaction, and customer value: A holistic
perspective. International Journal of Hospitality Management, 18(1), 67-82.
Agnihotri, R., Rapp, A., & Trainor, K. (2009). Understanding the role of information
communication in the buyer-seller exchange process: antecedents and outcomes. Journal of
Business & Industrial Marketing, 24(7), 474-486.
Atalik, Ö. (2007). Customer complaints about airline service: a preliminary study of Turkish
frequent flyers. Management Research News, 30(6), 409-419.
Baraka R. Ndoloh (2010) Determining the strategies used to enhance customer satisfaction: a
case study of Serena mountain village: Department of Tourism and Tour Operations
Management. Unpublished
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Barreiro, P. L., & Albandoz, J. P. (2001). Population and sample. Sampling techniques.
Management Mathematics for European Schools MaMaEusch (994342-CP-1-2001-1-
DECOMENIUS-C21.
Borysowich, C. (2008): Monitoring customer satisfaction. MCB UP LTD
Creswell, J. W. (2013). Research design: Qualitative, quantitative, and mixed methods
approaches. Sage publications
Giese, J. L., & Cote, J. A. (2000). Defining consumer satisfaction. Academy of marketing
science review, 2000, 1.
Gunderson, M. G., Heide, M., & Olsson, U. H. (1996). Hotel guest satisfaction among business
travelers. Cornell Hotel and Restaurant Administration Quarterly, 37(2), 72-81.
(Holjevac, I. A., Marković, S., &Raspor, S. (2009, January). Customer satisfaction measurement
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the future learning from the past: Contemporary Developments in Tourism, Travel & Hospitality
Hu, M. L. M., Horng, J. S., & Sun, Y. H. C. (2009). Hospitality teams: Knowledge sharing and
service innovation performance. Tourism Management, 30(1), 41-50.
I., Adongo, C. A., &Dayour, F. (2015). International Tourists’ Satisfaction with Ghanaian
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& Tourism, 16(2), 181-201.
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Leon Festinger-Festinger, L. (2010). Cognitive dissonance theory. R. West and LH Turner,
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Qadeer, S. (2014). Service Quality & Customer Satisfaction: A case study in Banking
Sector.
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share. Journal of retailing, 69(2), 193-215
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Yin, R. K. (2013). Case study research: Design and methods. Sage publications.
46

APPENDICES
7.0 APPENDIX 1
7.1 SAMPLE QUESTIONNAIRE FOR EMPLOYEES
I am a student from Pwani University in the Department of Hospitality and Tourism
Management. This research is based on the determining strategies used to enhance customer
satisfaction.
Instructions
1. Please read the questions carefully
2. Tick in the boxes provided
3. Please ask for clarity if need be
4. Please explain when need be ………………………….
Response from you will only be used for academic purposes and will be treated with utmost
confidentiality. Section I: Personal details
1. Gender (i) Male
(ii) Female
2. Age in years (i) 18-25
(ii) 26-35
(iii) 36-45
(iv) 46-60
(v) Over 60
47


Determining the strategies used to enhance customer satisfaction.

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