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PROOJECT TOPIC : IMPACT OF CULTURE ON SERVICE DELIVERY AND CUSTOMER SATISFACTION IN HOTELS (A STUDY OF GRACE COURT HOTEL AND SUITES, ABAKALIKI)

PROOJECT TOPIC : IMPACT OF CULTURE ON SERVICE DELIVERY AND CUSTOMER SATISFACTION IN HOTELS (A STUDY OF GRACE COURT HOTEL AND SUITES, ABAKALIKI)

ABSTRACT

The problems that motivated the researcher to determine the impact of culture on service delivery in Grace Court Hotel and Suites focused on the fact that some delicacies offered in some of the customer’s culture forbid women serving in hotels while some forbid the sales of alcohol beverages in hotels. The objectives of the study were to determine the impact of culture on service delivery and customer satisfaction, to find out the effect of culture as regards to customer relation in hotels.

The researcher formulated two (2) hypothesis and three (3) research questions to guide the study. A survey research design was adopted and questionnaires were used as research instrument. A simple random sampling technique was adopted.

Tables, percentages, and frequency were used to analyse the data while chi-square was used to test the hypotheses which resulted to the following findings; That the culture of customers determine the type of meals they buy in hotels, that little proportion of customers of Grace Court were of the view that alcohol beverages sold by the hotels really affect the cultural believe of the customers satisfactions could derive from patronizing hotels, and that the services Grace Court renders to it customers have led to increase patronages.

The researcher recommends that there should be an orientation on the management and staff of Grace Court on how to improve on the quality of service their render and their service output to match them with the specific cultures of the customers towards enhancing satisfaction. Finally, the researcher narrow down cultures conclusively, the total manner or behaviour of the staff in an hotel constitute their culture, hence it affects customer’s patronages and satisfaction.

 

 

CHAPTER ONE

    INTRODUCTION

1.1     BACKGROUND OF THE STUDY

A customer is the most important visitor in an organizations premises. The customer does not depend on the organization it is the organization that depends on the customer and as such not an interruptions on the organization work, he is the purpose of the organization existence. A customer is not an sider

in an organizations business, but part of it “an organizations is not doing the customer a fovour by serving by giving them an opportunity to do so” (Ozo 2002) customer constitutes the pivots around which business activities revolve.

This obvious reason centers one the fact that firms depend on customers for goods and services. Umeh and Udementa 2002)

Since an organization success largely depends on customers the customers satisfaction therefore, becomes very essential one thing is to provide satisfying services to a customer and another is to keep the customer. Keeping a customers is not an easy task as they exhibit different attributes in different situation depending on their divers perception culture is one of the factors that determines the attitude of an individual customers.

As a strong concepts it determines the kind of service a customer would require, and us such, the organization. Offering the service would tend to offer the services depending on the cultural implication of its customers. (Ozo 2002). Any organization especially service delivery firm which does not take note of the culture of the environment where the organization operate is taking a big risk. Provision of a wonderfully packaged service to the wrong target audience can mar the entire business effort.

Culture is the broadest environment factor affecting consumer behaviour (Engel Kollat and Blackwell 1973) requires that services to their customers depends on their specific cultural belief. This is because the service that satisfies a particular set of customers may not be in consonant with the culture of another set of customers.

Therefore, the impact of culture on service delivery and customer satisfaction cannot be our stressed (Celestine 2007) Different cultures of many ethnic groups. In Nigeria tend to influence the decision of many customers.

Customer patronage is constantly being attached by culture (Ozo 2002) However, many schools of thought have given many  definition of culture and each to point at one direction which is the way of life of people in a given society.

“According to Engel et al (1973) culture is the meaningful symbols created by  man to shape the artifacts of that behaviour as they are transmitted from one generation to the next” But as time progressed Staton et al (1994) added more to this definition by saying that. “Culture is a complex of symbols and artifacts created by a society and handed from generation to generation as determinants and regulators of human behaviour” their further highlighted that the symbols may be intangible (tools housing products, works, event).

It is in line with there that Igbo and Awgwon (2001) pointed out that these generation learned and shared ways of doing things that one peculiar to a given society come under the umbrella of culture. Therefore most peculiar and unifying  property of a society, culture a permanent, when people come and go (die) in a society, the culture remains in other words, culture is super organic.

On the other hand, services are economic activities whose output is not physical or construction. But are generation consumed at the time it is produced and provide added value in form (such as comfort or health) that are essential intangible–concern of its first purchase ( Zeithaml and Bitner 2003). To Nwokoye (2000) service product represent the totality of benefits and experiences that a customer receives and pays for. Thus spending a night in a hotel includes the reception personnel, the quality of rooms, meals and room service as well as the checking out experiences.

However, the study seeks to determine the impact of culture on service delivery and customer satisfaction in Hotels and   with special reference to Grace Court Hotels and Suites Abakaliki.

Grace count Hotels and suites is one of the most patronized hotels in the metropolis. It was  established in 2005 and commenced operation in the same year it was previously owned by the former governor of Ebonyi  State, Dr. Sam Ominyi Egwu until in 2007 when the president administration recovered it due to some irregularities, hence making it a state government enterprises.

1.2     STATEMENT OF PROBLEM

Culture exits in almost all human endeavour. It has been generally defined as the way of life of particular people cover the years, however, the business policies and procedures in organization have metamorphosed into their culture. Consequently, the non-conformity to these policies and procedures invariably affect their culture and as such go a long way in affecting their publics especially, the customers.

Culture plays a very important role in service delivery. In Afikpo, for instance young and unmarried girls are not allowed to work in hotels. This therefore, effects the quality and quantity of labour available in hotels in Afikpo.

Moreso, in places like Benue State, where rats are the best delicacy served in hotels, and restaurants it affect the patronage of most of the hotels and restaurants by customers. People who do not eat rats, may have to avoid such hotels.

PROOJECT TOPIC : IMPACT OF CULTURE ON SERVICE DELIVERY AND CUSTOMER SATISFACTION IN HOTELS (A STUDY OF GRACE COURT HOTEL AND SUITES, ABAKALIKI)

Again, in the North, where the sale and consumption of alcohol is forbidden it affect service delivery in the hotels, as hotels are supposed to be a place of relaxation. This study therefore seems to investigate the impact of culture on service delivery and customer satisfaction in hotels.

1.3     OBJECTIVES OF THE STUDY

The main objective of this study is to determine the impact of culture on service delivery and customer satisfaction in Grace Courts Hotels and Suites Limited, Abakaliki. Specifically, the following are the sub objectives.

  1. To determine the impact of culture on service delivery in Grace Count Hotels and suits.
  2. To find out the effect of culture on customers Satisfaction in the hotels
  • To determine the role of culture as regards to customers relation in hotels.

1.4     RESEARCH QUESTIONS

The following research question were formulated to guide the study:

  1. What are the impacts of culture on service delivery in grace count hotels and suits?
  2. What are the effect of culture on service delivery and customers’ satisfaction in the hotel?
  • What is the role of culture as regards to customer relationship in hotels

1.5     STATEMENT OF HYPOTHESES

Ho: There is no relationship between culture and service delivery in hotels.

Hi: There is relationship between culture and service delivery in hotels

Ho2: The satisfaction which customers derive from services delivered in hotels is not significantly affected by culture.

H12: The satisfaction which customers derive from services delivered in hotels is significantly affected by culture.

1.6      SIGNIFICANCE OF THE STUDY

The study would be of importance in the followings:

  1. It will help the management of grace count hotels to understand more of their customers, with respect toe their culture and sub-cultural implications, hence, providing them with the right strategies for serving the well.
  2. The study exposes how most of the hotels survive in the face of these diverse cultural factors. Therefore those whom these cultural factor impinge on negatively would learn how to survive given the same cultural factors.
  • The study would be of immense-benefit—- to student of higher learning especially those who would carry out research in similar area.

.7     SCOPE OF THE STUDY

The study would focus on impact of culture on service delivery and customer satisfaction in hotels.

In order to achieve the purpose of the study, the researcher narrowed it down to grace count hotels and suits limited Abakaliki.

1.8      LIMITATIONS OF THE STUDY

The study was constrained by the following

  1. FINANCE: Given the limited financial sources of the researcher, it appeared difficult to accomplish some task in some stages of the research process.
  2. TIME: The time meant for carrying out the study seemed to be too short since the researcher had to share the same time with other academic activities.

DATA: Getting relevant data from the respondents (the hotel staff and the customers was difficult at the initial stage. This is because they preferred keeping some issues confidential.

1.9     DEFINITION OF TERMS

The following terms were defined to enable an average reader understand some terms used in this chapter which may be difficult to understand:

Culture: This is the way of life of a particular people in a specified geographical environment.

Customer: This is a person who patronizes a business firm or organisation by buying its good and services.

Services: These are the intangible products which an organisation offers to the customers who patronize it.

Customer patronage: This means the act of buying goods and services from a firm or organization.

Firm: This means a business unit or an organization which offers goods and service for sale.

Target audience: This means particular set of customers which an organisation seeks to sell its goods and services to.

Service delivery: This is the act or the whole process of offering services to a customer.

Customer Satisfaction: This is when a customer is pleased with the goods and services he bought and consumed.

PROOJECT TOPIC : IMPACT OF CULTURE ON SERVICE DELIVERY AND CUSTOMER SATISFACTION IN HOTELS (A STUDY OF GRACE COURT HOTEL AND SUITES, ABAKALIKI)

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