THE RELATIONSHIP BETWEEN SERVICE QUALITY FACTORS AND CUSTOMER SATISFACTION IN HILTON YAOUNDÉ HOTEL CAMEROON

Abstract

The primary purpose of this study is to determine whether there is a connection between the various aspects of service quality and the level of satisfaction experienced by Hilton Yaoundé Hotel guests. This study is centered on the ideas of customer pleasure, and the relationship between these ideas, as well as how they both contribute to the profit margin of the firm. This study used a descriptive research approach, and the phenomena that were investigated includes the service quality, customer satisfaction, elements of service to the customers which includes responsiveness, reliability, empathy and assurance with their impacts. Before the final data collection, the amended questionnaires were sent out to a pilot group of two hundred respondents. The input from these respondents was utilized to make adjustments to the questionnaire. Customers served as the study’s   population of 550, and 232 individuals were counted as respondents who provided answers and comments, as shown in the table provided by Sekaran. In this study, convenience sampling was employed to narrow the population down to only include those who had been at the hotel more than twice before the research began. A standardized questionnaire consisting of 27 statements was used to gather the information for this study. The findings of this analysis suggest that service efficiency and customer retention combined led to customer loyalty. This study went further to recommend among others that Hotel management in Hilton Yaoundé should incorporate customer loyalty enhancement strategies in order to build and sustain long-term partnerships with customers and also  to provide a competitive edge and increase profitability. They should follow customer engagement as a marketing strategy that needs long-term dedication and comprehension of service quality and also adopt customer retention from the point of view of Hilton’s overall hotel experience.