EXPLORING THE RELATIONSHIP BETWEEN SERVICE QUALITY AND CUSTOMER SATISFACTION IN HOTELS IN PORT HARCOURT, RIVERS STATE

Abstract

Customer satisfaction is a crucial indicator of organizational success and performance in the hospitality industry. This study aims to determine the relationship between service quality and customer satisfaction in hotels in Port Harcourt, Rivers State. The unique characteristics of services make them challenging to evaluate. The study focuses on four key dimensions of service quality; service reliability, responsiveness, assurance, and customer empathy, utilizing empirical and theoretical reviews to understand the concept of service quality and customer satisfaction. The theoretical review centers on The Theory of Reasoned Action, which posits that customers act on a behavior based on their intention to create or receive a specific result. The study employed a descriptive survey research design to collect data from 384 customers of registered hotels in Rivers State. The data were analyzed using Pearson Product Moment Correlation (PPMC) at 0.05 levels of significance. The study found a significant positive relationship between service quality and customer satisfaction. Furthermore, the study discovered that service failure recovery strategies positively impact the survival of firms in the hospitality industry in Port Harcourt. Based on the findings, the study recommends that hotels' staff and employees provide prompt services to their guests to guarantee customer satisfaction and referral behavior. It also suggests that service assurance is essential in stimulating customers' repeated patronage behavior. The study underscores the importance of service quality in differentiating services and providing service firms with a competitive edge by attracting more customers and contributing to market share. The study concludes that service quality is one of the essential factors that contribute to the overall profitability of firms in the hospitality industry