The impact of quality assurance on customer satisfaction; Case study: Kenlon Hotel Limited

Abstract

Quality is not most desirable aspect of many business organizations as they only focus on profit maximization without considering customer satisfaction. To change this misleading attitude among business owners, benefits of quality assurance must have to be highlighted to them. The purpose of this study was to determine whether there is a relationship between quality assurance and customer satisfaction. Service quality, customer perceived service quality and customer relations were focused on to establish their impact on customer retention, customer loyalty and number of customers taking Kenlon Hotel Limited as a case study. Data for this study was collected by interviewing cross sectional respondents both within the organization (employees) and outside the organization (customers). Convenience, networking and cluster data collection techniques were used because respondents were chosen basing on their willingness and proximity to answer questions. Interviews and questionnaires were used to collect primary data although lecture notice, published materials like news papers, journals and performance report of hotel organization were used to generate secondary data. The methodology used was both qualitative and quantitative research design in analyzing data so as to identify clearly the similarities and conditions as well as criticizing previous work. The researcher has used face validity to ensure that data collected served its purpose as the instrument appears to the truth on its face as well as apply observation to other population since the population was heterogeneous by discussing questionnaires and interview guide with the supervisor so as to ensure both internal and external validity. To ensure clarity and precision of instructions given to respondents, the researcher has asked the supervisor to examine his research instruments as well as using pilot-testing questionnaires so as research findings to be reliable. From the findings, it was revealed that indeed there is a position relationship between quality assurance and customer satisfaction. The findings stated a positive significant relationship (r=0.867, p<0.01) between service quality and customer satisfaction. Findings also showed a positive significant relation (r=0.906, p<0.01) between customer relationship and customer satisfaction. Findings also illustrated a positive significant relationship (r=0.929, p<0.01) between customer perception towards service quality and customer satisfaction. It was recommended that all business organizations especially hotels improve upon their quality of services for instance work on Service quality, customer perceived service quality and customer relations due to numerous advantages both to business organizations and customers in general.