Service Quality Perceptions and Socio-demographic Characteristics of Hotel Guests in the Western Region of Ghana

Abstract

Service quality of hotels is an important concern for hotel guests. The inflow of the guests depends on the quality of service they get from the hotel. Service quality perceptions of hotel guests may be influenced by socio-demographic characteristics. Perceptions of service in hotels may also vary among the guests based on the differences in nationality, gender, age, education, occupation, etc. Thus, this study investigates the relationship between guests’ socio-demographic characteristics and their perception of service quality; and also examines the differences in the perception of service quality dimensions with reference to guests’ socio-demographic characteristics. A sample of 358 hotel guests was surveyed through structured questionnaire and the analysis was done in relation to guests’ socio-demographic characteristics. The Chi-square test of independence and the independent samples t-test were used to test for the existence of significant relationships and differences. The result revealed significant differences in terms of the components of service quality: Tangibles, Reliability, Responsiveness, Assurance, and Empathy. It was also prevalent that perceptions of service quality varied significantly among the guests in the hotels based on their socio-demographic characteristics. Guests from diversified background patronized the hotels in the Western Region of Ghana. It is possible that guests’ perceptions of service quality in hotels are influenced by their socio-demographic characteristics.

Keywords: Service quality, hotel guests, perceptions, demographic characteristics.