Impact of Service Quality on Customer Satisfaction: A Study of Hotel Seventeen in Kaduna Metropolis, Kaduna State, Nigeria
DOI:
https://doi.org/10.56919/jbam.2621.019Keywords:
Customer Satisfaction, Service Quality, Tangibles, Assurance, SERVQUAL ModelAbstract
This study examines the impact of service quality on customer satisfaction in selected hotels in Kaduna Metropolis. Specifically, this study examined the influence of service quality dimensions tangibles and assurance on customer satisfaction at Hotel Seventeen in Kaduna State, Nigeria. Utilizing the SERVQUAL model, this study employed a quantitative descriptive survey approach with a sample of 379 hotel guests over a six-month period, resulting in the collection of 358 usable responses via a structured questionnaire. Descriptive statistics, Pearson correlation, and multiple regression were performed to analyse the impact of service quality dimensions on overall customer satisfaction. The findings indicated that both Tangibles (representing physical features and equipment) and Assurance (represented by employee knowledge, competence, courtesy, etc.) are major drivers of hotel guest satisfaction. According to the regression results, the Tangible service quality dimension had a positive effect on customer satisfaction at 0.189 (p < 0.001), while the Assurance service quality dimension had a greater positive effect on customer satisfaction at 0.318 (p < 0.001), therefore indicating the significant impact of the competence and trustworthiness of staff in influencing the overall service experience. The results from the correlation analysis also confirmed that there are positive correlations between each of the service quality dimensions and overall satisfaction. The study concluded that, although high-quality physical infrastructure contributed to favorable guest evaluations, interpersonal service factors, particularly assurance, played a more decisive role in determining customer satisfaction in the Northern Nigerian hotel context. Based on these findings, the study recommended that hotel management should implement structured staff training programmes to enhance professional competence and trust-building, alongside proactive facility management strategies to maintain and improve physical environments.
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