RESEARCH PROJECT ON CUSTOMER SATISFACTION IN THE HOTEL INDUSTRY
A CASE STUDY FROM KENYA
INTERNATIONAL HOTEL AND TOURISIM INSTITUTE
ASSINGED BY INTERNATIONAL HOTEL AND TOURISM INSTITUTE
FOR PART OF THE AWARD OF HIGHER NATIONAL DIPLOMA IN INTERNATIONAL
CULINARY ARTS
AUGUST 2021
1|Page
, DECLARATION BY STUDENT
I declare that the thesis is my own work and that all the sources that I have used or quoted have
been indicated and acknowledged by means of complete references
.Signature of student: ...........................Date: ........................
Name of student:
DEDICATION
I dedicate this work to my family for being my support team and always standing with me, and
understanding me when I had to put in long hours working. I also dedicate it to my university for
providing me with the skill set to be able to complete and succeed in this industry.
Anyone who stops learning is old, whether 20 or 80, anyone who keeps learning stays young.
~ Henry Ford
2|Page
, ABSTRACT
Customer satisfaction refers to a measure or degree of how products and services supplied by a
company meet or surpass customer expectation. Customer satisfaction is one of the most
essential elements of customer retention, customer loyalty, and product repurchase. The art and
science of customer satisfaction involves strategically focusing on creating and reinforcing
pleasurable experiences.
The purpose of this thesis was to investigate how customer satisfaction enhances customer
loyalty in hotels. Specifically, the thesis used Serena Kampala Hotel as a case study. Customer
retention is achieved by involving customers in improving the quality of services offered by a
hotel. Moreover, customers feel appreciated when they realize that the hotel is committed to
improving their experience.
Qualitative and quantitative methods of research were used to collect the data for the research.
This included collecting both primary and secondary data to make the research comprehensive
and credible. Interviews and questionnaires were used to collect first-hand information while a
review of the past literature provided the secondary data.
From the findings of the research it is evident that there are many factors influencing customers’
satisfaction. However, the major factors that influence satisfaction include the quality of services
offered by a hotel as well as customer relationship management. The findings of the research are
intended to assist hoteliers to concentrate on customer satisfaction through strategies such as
good customer relationships management and improvement of the quality of their services. On
the other hand, there is need for further research on all the factors that affect customer
satisfaction. This will enable hotel managers to strike a balance between profitability and
customer retention.
3|Page
A CASE STUDY FROM KENYA
INTERNATIONAL HOTEL AND TOURISIM INSTITUTE
ASSINGED BY INTERNATIONAL HOTEL AND TOURISM INSTITUTE
FOR PART OF THE AWARD OF HIGHER NATIONAL DIPLOMA IN INTERNATIONAL
CULINARY ARTS
AUGUST 2021
1|Page
, DECLARATION BY STUDENT
I declare that the thesis is my own work and that all the sources that I have used or quoted have
been indicated and acknowledged by means of complete references
.Signature of student: ...........................Date: ........................
Name of student:
DEDICATION
I dedicate this work to my family for being my support team and always standing with me, and
understanding me when I had to put in long hours working. I also dedicate it to my university for
providing me with the skill set to be able to complete and succeed in this industry.
Anyone who stops learning is old, whether 20 or 80, anyone who keeps learning stays young.
~ Henry Ford
2|Page
, ABSTRACT
Customer satisfaction refers to a measure or degree of how products and services supplied by a
company meet or surpass customer expectation. Customer satisfaction is one of the most
essential elements of customer retention, customer loyalty, and product repurchase. The art and
science of customer satisfaction involves strategically focusing on creating and reinforcing
pleasurable experiences.
The purpose of this thesis was to investigate how customer satisfaction enhances customer
loyalty in hotels. Specifically, the thesis used Serena Kampala Hotel as a case study. Customer
retention is achieved by involving customers in improving the quality of services offered by a
hotel. Moreover, customers feel appreciated when they realize that the hotel is committed to
improving their experience.
Qualitative and quantitative methods of research were used to collect the data for the research.
This included collecting both primary and secondary data to make the research comprehensive
and credible. Interviews and questionnaires were used to collect first-hand information while a
review of the past literature provided the secondary data.
From the findings of the research it is evident that there are many factors influencing customers’
satisfaction. However, the major factors that influence satisfaction include the quality of services
offered by a hotel as well as customer relationship management. The findings of the research are
intended to assist hoteliers to concentrate on customer satisfaction through strategies such as
good customer relationships management and improvement of the quality of their services. On
the other hand, there is need for further research on all the factors that affect customer
satisfaction. This will enable hotel managers to strike a balance between profitability and
customer retention.
3|Page
