An assessment of the role of hotel front desk on customer satisfaction_a case study of two selected hotels in Tamale Metropolis

Abstract

The study assesses the role of hotel front desk on customer satisfaction in two selected hotels in the Tamale Metropolis. Valid data were collected from 200 respondents, consisting of ten (10) Managers, 20 front office employees and 170 customers. Using embedded or concurrent nested Mixed-Method Research (MMR) approach, data were analyzed using a number of statistical techniques including mean, standard deviations and kurtosis. The study is anchored within the context of the SERVQUAL Model. The results of the study indicate that the responsiveness dimension of the Hotel Front Desk operations exerts the greatest influence on customers’ satisfaction, followed by empathy, assurance, reliability and then tangibles. The practical implication of the study begins with the hotel managers and policymakers acknowledging that the implementation of the SERVQUAL model in hotels should be done with a guided thought; in a sense that the implementation and monitoring of each of the dimension should be implemented depending on the needs of the hotels. When this advice is heeded hotels will not end up wasting resources in implementing less-needed dimensions in their hotels. The study showed that respondents perceived safety and security as the service quality dimension. Performing services right from the first time (M= 3.98; SD= 0.569). The study also showed that front desk staff are always willing to help guests (M= 4.98) that was staff and managers identify as what satisfy the customers at Modern City and Mariam hotel in Tamale Metropolis. The study recommends, among others, that hotel managers should pay attention to each sector of the hotel by monitoring the operational needs of each of these sectors. Hotel managers should also subject themselves to the observance of quality control protocols as this will automatically keep them on track in terms of their operational pursuits.