Assessing the effects of covid-19 on customer satisfaction of hotels food and beverages services: A case study of selected hotels in Tamale Metropolis

Abstract

Customer satisfaction is an important topic for both researchers and managers. Being able to judge customer satisfaction levels and to apply that knowledge are critical starting points for ascertaining and maintaining long term customer retention and competitiveness. Covid -19 has come with restrictive meausres such as social distancing and regular hand-washing. These restrictive measures have the potential of limiting customer satisfaction and experience of hotel food and beverage services. The researcher wants to know the effects of Covid-19 on customer satisfaction of hotels food and beverage services in the Tamale Metropolis. The research design adopted for this work was descriptive survey. The population consists of all the 68 hotels and guest houses in the Tamale Metropolis. The study used non probability sampling technique to carry-out the work. It purposively selected 225 customers from 15 hotels and lodges in the metropolis. The data collection instrument adopted was questionnaire method. Participant were asked to measure the effects of covid-19 on their satisfaction and experience of foods and beverage service of the hotel. The findings suggest some important implications for hotel managers and food service operators. The results of the study showed that the age groups between 27 and 30 years are the largest customers. The study further revealed that (31.11%) rated the effect of covid-19 on quality of service high and (24.44%) rated it very high. The results confirmed that attributes such as quality of food, service quality, price and value remain critical determinants of customer satisfaction. Covid-19 has negatively affected customer satisfaction of hotels food and beverage services. Hotel operators should focus on improving take out and deliveries to the doorstep of customers and should be ready to re-strategize by adopting models that will help them stay a float.