Servicescape, Customer Satisfaction and Loyalty in Ghanaian Hotels

Abstract

The hotel industry is one of the fastest growing industries in Ghana, due to the influx of tourist activities and government policies to improve tourism for economic gains. Currently, many new hotels and international chains are competing for a greater market share in Ghana. The highly competitive nature of the industry requires creative strategies to remain competitive. Since hotels offer both tangible and intangible services, managers must focus on the service environment which is the intangible elements of hotel service delivery to differentiate their services from their competitors in order to ensure customer loyalty and remain competitive.  This study investigated customer perceptions of hotel service environment to determine their level of satisfaction and their loyalty behaviours. Using a cross-sectional survey design and convenient sampling techniques, questionnaires were administered to one hundred and fifty (150) customers of 1-3 star hotels in Ghana. Data was analysed using descriptive statistics and regression analysis. The study revealed high scores for equipment, smell and lighting elements of the service environment, but scored low on music, furnishing, temperature and cleanliness and customer service. A strong relationship between customer satisfaction and customer loyalty was also established.

Keywords: Customer loyalty, Customer satisfaction, Ghana, Hotels, Servicescape,