EFFECTS OF SERVICE QUALITY ON CUSTOMER SATISFACTION IN SAGRET HOTEL RIVER ROAD NAIROBI COUNTY, KENYA
Loading...
Date
2025-10
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Gretsa University
Abstract
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.
Description
Research project