THE NEXUS BETWEEN GUEST SATISFACTION AND SERVICE QUALITY IN THE HOTEL INDUSTRY IN CAMEROON

CHAPTER ONE

INTRODUCTION

Background of the study

The nature of service is regarded as a crucial factor in determining whether a business succeeds or fails in the commercial marketplace. Quality is defined as the degree of excellence achieved at a reasonable expense and the management of variability at a valuable expense. Over time, the consumer loyalty centre has consistently prioritised the quality of the assembly segment (Berry, 2019). This transition to benefit division has prompted some researchers to question the administration's quality. Within the realm of administration, the hospitality sector is widely regarded as a major driver of economic growth. Additionally, this industry generates employment opportunities and wealth for families. These sectors serve as a critical element in facilitating remote trade and compensating for imbalanced trade attributes (Powell, 2018).

The fiercer competition within the hotel industry appears to be exacerbated by the fact that hotels operating in the same category provide services of equivalent quality. For hotel managers, the topic of how to undersell competitors and maintain market leadership is an ongoing concern. Continuous quality enhancement and, by extension, customer satisfaction appear to be strategies that yield profitable outcomes. For the past three decades, customer satisfaction has been one of the most extensively researched topics in marketing. Eto (2020) argues that customer satisfaction is significantly more crucial for services due to their inherent qualities that heighten the perceived risk. Effectively measuring and managing customer satisfaction is critical for service industries to ensure their continued existence, growth, and achievement. Presently, services predominate in all economic systems; consequently, this sector merits greater research emphasis.

Supported by the tourism industry, this sector is expanding swiftly in developing nations such as Kenya, South Africa, and others, where it accounts for approximately 52% of the gross domestic product. In Cameroon, the tertiary sector comprises trade, catering, hotels, telecommunications, and other industries designated by the nomenclature of activities in the country. The service sector comprised 47% of the Gross Domestic Product in 2006, and its growth prospects for 2007 and 2008 were 3.9% and 4.8%, respectively. Based on the findings of the 2009 General Census on Enterprises conducted by the National Institute of Statistics, this sector comprises 85.3% of Cameroonian companies, while the primary sector comprises 0.4% and the secondary sector comprises 1.4%. The tertiary sector comprises a total of 85,109 enterprises, of which 49,192 are engaged in wholesale and retail trade, 1,074 in social and personal services, and 1,074 in the hotel and catering industry (the third largest subsector of the tertiary sector). The tertiary sector is responsible for 62% of total business turnover and 67.8% of total employment, respectively, in terms of labour utilisation and turnover. During the period spanning from 2007 to 2011, the tertiary sector in Cameroon reestablished itself as the primary catalyst for economic expansion (Eto, 2020).

Each organisation in this intensely competitive sector is required to evaluate and contemplate their training programme. Effective training is advantageous for the entire organisation. In addition to decreasing costs, tensions, and employee attrition, training enhances product and service quality. The accumulation of customers will undoubtedly enhance the organization's reputation and financial performance. Many companies in the hospitality industry now recognise the value of training and have implemented structured training programmes. However, training is not regarded as an investment by all in this industry (Oliver, 2018).

In the absence of comprehensive customer service education in Cameroon, staff members are incapable of effectively managing the demanding nature of their routine interactions with patrons. In the absence of specialised training pertaining to the operational procedures associated with a specific organisation and its offerings, even the most skilled service provider may occasionally experience failure. As more and more organisations come to this conclusion, the hospitality industry will witness an increase in service standards.

1.2 Statement of the problem

Customers have a significant impact on the business processes of an organisation. According to a study conducted by Lee and Madanoglu (2018), consistent customer satisfaction results in increased customer retention and profit margins. According to Mentor (2020), numerous businesses have established customer satisfaction as a perpetual objective in order to cultivate customer loyalty and trust, which ultimately results in increased sales and profits. When consumers hold a favourable perception of a particular brand, they are more likely to consistently select that brand when the need arises. As the majority of consumers express contentment through their perceptions and attitudes, it is critical that the branding of a product attracts their interest. 

In order to cultivate consumer loyalty, it is critical to establish a positive rapport with them. Maintaining a positive customer relationship is most effectively achieved by consistently delivering services that meet their requirements. This factor can be attained through responses to inquiries such as "Has there been any alteration in the consumption patterns of customers?" Is the company performing better than its rivals? In light of the increasing array of competitors, it is imperative for organisations to consistently strive for consumer preference. Given that the primary objective of the majority of organisations is to ensure customer contentment, this is the subject that the majority of researchers endeavour to investigate (Gopi & Samat, 2020). Constant research is necessary in this domain due to the rapid evolution of customer requirements; customers are the most unpredictable stakeholders an organisation can have. Hence, in order to ascertain their levels of satisfaction, it is imperative to conduct ongoing research on them. Continually, the degree of satisfaction differs among individuals.

Notwithstanding the influence of additional factors including product and price on customer satisfaction, this study places its primary emphasis on service quality, which has been identified as the principal determinant of customer contentment (Ngupe, 2020). In an effort to increase sales, the majority of organisations also prioritise the calibre of their services. Hence, this determinant suggests that service quality constitutes a critical component in the examination of consumer satisfaction. Hence the need for this research on the nexus between guest satisfaction and service quality in the hotel industry in Cameroon.

1.3 Objectives of the Study 

The aim of this study is to explore the nexus between guest satisfaction and service quality in the hotel industry in Cameroon. Specifically the study seeks to:

Find out whether there is a relationship between guest satisfaction and service quality in the hotel industry in Cameroon.

To assess the effects of service quality on guest satisfaction in the hotel industry in Cameroon.

To find out ways service quality in the hotel industry in Cameroon can be enhanced to ensure guest satisfaction.

To explore the challenges of enhancing service quality in the hotel industry in Cameroon.

1.4 Research Questions

The following research questions will be answered in this study:

Is there a relationship between guest satisfaction and service quality in the hotel industry in Cameroon?

What are the effects of service quality on guest satisfaction in the hotel industry in Cameroon?

What are the ways service quality in the hotel industry in Cameroon can be enhanced to ensure guest satisfaction?

What are the challenges of enhancing service quality in the hotel industry in Cameroon?

1.5 Research Hypothesis

The following null hypothesis will validate this study:

Ho1: There is no relationship between guest satisfaction and service quality in the hotel industry in Cameroon.

1.6 Significance of the study

This work is significant to the hotel industry due to its emphasis on visitor satisfaction and service quality. When hotel personnel and administration are capable of providing high-quality services, it results in satisfied visitors. Enhanced passenger satisfaction will result in increased patronage, subsequently impacting the hotel's profitability.

Once more, the government of Cameroon stands to gain, as tax increases are a direct consequence of organisations generating greater profits. The government will therefore generate additional revenue.

Finally, the work is also, beneficial to other organizations as service quality and customer satisfaction cannot be underestimated in any business.

1.7 Scope of the study

The study aims to assess the nexus between guest satisfaction and service quality in the hotel industry in Cameroon. Empirically, this study will find out whether there is a relationship between guest satisfaction and service quality in the hotel industry, assess the effects of service quality on guest satisfaction in the hotel industry, find out ways service quality in the hotel industry can be enhanced to ensure guest satisfaction and explore the challenges of enhancing service quality in the hotel industry.

This study will be carried out in Cameroon.

1.8 Limitation of the study

The researchers encountered slight constraints while carrying out the study. The significant constraint was the scanty literature on the subject owing that guest satisfaction and service quality in the hotel industry in Cameroon discourse is vast thus the researcher incurred more financial expenses and much time was required in sourcing for the relevant materials, literature, or information and in the process of data collection, which is why the researcher resorted to a limited choice of sample size covering only residents of Cameroon. Thus findings of this study cannot be used for generalization for other regions within Cameroon. Additionally, the researcher will simultaneously engage in this study with other academic work will impede maximum devotion to the research. Howbeit, despite the constraint encountered during the research, all factors were downplayed in other to give the best and make the research successful.

1.9 Definition of terms

Guest: A person staying at a guest house or hotel

Satisfaction: Fulfillment of one's wishes, expectations, or needs, or the pleasure derived from this.

Service: The action of helping or doing work for someone.

Quality: The standard of something as measured against other things of a similar kind; the degree of excellence of something.

Hotel: An establishment providing accommodation, meals, and other services for travelers and tourists.