Browsing by Author "OTIENO, JOEL"

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    EFFECTS OF SERVICE QUALITY ON CUSTOMER SATISFACTION IN SAGRET HOTEL RIVER ROAD NAIROBI COUNTY, KENYA
    (Gretsa University, 2025-10) OTIENO, JOEL
    This study examined the effects of service quality on customer satisfaction at Sagret Hotel River Road, Nairobi. The research focused on three key factors: hotel service quality, self-audits, and compliance with external brand standards. A correlation and descriptive research design was employed, utilizing structured questionnaires as the data collection instrument. The target population consisted of hotel guests, with stratified random sampling used to ensure diverse representation based on frequency of visits, age, and gender. The findings revealed that hotel service quality significantly influences customer satisfaction, with well-trained staff, efficient service delivery, and facility maintenance playing a crucial role. Service quality aspects— tangibility, reliability, responsiveness, assurance, and empathy—all demonstrated a strong positive Pearson correlation with customer satisfaction. Specifically, tangibility was reflected in visually appealing facilities, neat employees, and effective communication materials. Reliability was evident in the provision of consistent and dependable services, while responsiveness was characterized by willingness to assist customers, prompt service, and sincere apologies for inconveniences. Assurance was linked to customer confidentiality, employee professionalism, and security measures, and empathy was expressed through individualized attention, flexible operating hours, and trained staff. The research concluded that all five dimensions of hotel service quality positively and strongly correlate with customer satisfaction, positioning Sagret Hotel River Road as a hub for excellent customer experience. However, challenges such as variability in customer expectations, limited time for data collection, and occasional resistance from respondents were noted. Based on the findings, the study recommends that hotel management adopt and strengthen the SERVQUAL model dimensions, as they have significant impacts on customer satisfaction, competitive advantage, profitability, and customer retention. It further recommends continuous improvement of these dimensions, along with further research on the role of self-audits and the incorporation of external brand standards in enhancing customer satisfaction.