Challenges of Customer Satisfaction

The book assessed the challenges of customer satisfaction in the hospitality industry with special reference to ten (10) hotels operating in Owerri Metropolis, Imo State. Survey method was used for primary data collection. Hotel managers / customers were administered with questionnaires. The study showed that security and speed of service are positively associated with customer satisfaction, but customers expressed dissatisfaction with the quality of service rendered by the hotels. Customer's sensitivity to price was also confirmed. The study concluded that the hotel managers may not have accurate perception of their role, and have not prioritized and adopted customer satisfaction policies. A practical implication of these findings is manifested in the slow growth of the hotel industry and their inability to compete in the global market. The study recommended that management should endeavour to review existing service delivery system with a view to adopting customer satisfaction policy and strategies that will not only satisfy customers but also exceed their expectations. Customer satisfaction and loyalty leads to profitability and should be the primary focus of organizations.