FRONT DESK FUNCTIONALITY AND CUSTOMERS PATRONAGE OF HOTELS IN PORT HARCOURT
ABSTRACT: The purpose of the research was to ascertain the relationship between Front Desk Functionality and Customer Patronage of Four Star Hotels in Port Harcourt. Six hypotheses were stated and data were collected through a 5 point Likert scale instrument. A total of 120 copies of questionnaires were distributed to customers of these selected Four Star Hotels and a total of 10 copies of the questionnaire were returned as usable. We adopted the Pearson Product Moment Correction Coefficient (PPMCC) to determine the relationship between the variables. The hypotheses were accepted. We found all the dimensions of Front Desk Functionality as used in this study to affect customer patronage positively. We concluded that four-star hotels in Port Harcourt are fast developing hence on the verge of incorporating international best practices in the hotel management. We, therefore, recommend that four-star hotels require continuous innovation concerning the dimensions of front desk functionality as used in this study.
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CHAPTER ONE
INTRODUCTION
1.1 Background of the study
The service industry has experienced tremendous growth in recent times both amongst developed and underdeveloped countries of the world (Kotler et al, 2013). Many factors have proven to be the cause of this shift from goods to services-oriented businesses (Vargo and Lusch, 2008) hence, globalization, increasing competitive markets, market dynamics, privatization, changing government regulations, technological innovations and the quest of firms to add value to their services and improve their quality (Yee, 2008 in Asiegbu et 42013).
The four-star Hotel businesses have experienced serious growth because it has become a global phenomenon with worldwide customers and markets. Recently, visiting a four-star Hotel has become a lifestyle rather than the traditional purpose of satisfying hunger in their four-star hotels. This can be attributed to the encouraging developments of tourism all across the globe and other factors like social and economic situations of many developed and underdeveloped countries. According to an AC Nielson study, about 37% of adult Indians are staying outside their homes at least once in a staggering 71% of the urban population does the same more than once a month. (Bhattacharya et al, 2001).
Front desk functionality plays a very vital and important role in determining a customer’s response, equally predominantly significant factors in determining customer reactions to hedonic services (Koernig 2003), Therefore, it is important to understand how customer satisfaction and behavior varies depending on the perception of physical environment element (Ryu and Han, 2010). Result shows *at physical attractiveness and service encounter influence pleasure and satisfaction. Adiele et al., (2015) investigated front desk – functionality and customer patronage and found that poor customer patronage is predicted on the bank’s ability to efficiently adopt the front desk functionality dimension used for the study as significant conditioning factors of the business environment.
Studies have shown that the relationship between front desk functionality and customer patronage, only very few have confirmed this inquiring, however, literature seem slight as applies to Nigeria and in the Four Star Hotels industry in particular.
Therefore our point of departure is to fill the existing knowledge gap in service marketing literature by developing a model that will provide evidence on how Front desk functionality influences customer patronage of Four-star Hotels in Port Harcourt. There are high chances for customers to also walk out of a rude, unattractive, who does not have the job knowledge and also cannot interact well with customers and employees in service firms even before receiving the service. This study suggests that Front desk functionality affects the customer patronage in service. Customer patronage is seen as the problem of this study.
1.2 Statement of the Problem
Debatably, in the four-star Hotels business, firms ought to have the conviction that front desk functionality would enhance repeat purchase and referral on the premise that front desk functionality is a tool for enhancing customer patronage thereby, focusing on those factors that keep customer satisfied and comfortable in-service setting remain the basis for business survival.
The introduction of this study shows that most Four Star Hotels in Port Harcourt are experiencing unprecedented decay and hung neglect of facilities among operators. As a result, this has degenerated into a loss of customer patronage to four-star hotel services. Some customers complained of non-replacement of old seats, lightings paintings, etc. this however engendered this investigation.
This study, therefore, was directed to show the relationship that exists between Front desk functionality and customer patronage; with the view to closing the existing knowledge gap which seemed to be obvious in the marketing literature and proffering lasting solutions to the loss of customers concerning Hotels under review.
1.3 Aim and Objectives of the Study
The major purpose of this is to determine the relationship between Front desk functionality and customer patronage of four-star Hotels in Port Harcourt, while the specific objectives of this study are listed below:
- To figure out the extent to which job knowledge relates to customer patronage of four Star Hotels in Port Harcourt.
- To discover the extent to which Physical Attractiveness affects customer patronage of Four Star Hotels in Port Harcourt.
- To what range which interactive skills affect customer patronage of Four Star Hotel
1.4 Research Questions
With regards to the study, the following questions were later addressed. They are:
- To what extent does job knowledge affect customer patronage of Four Star Hotels in Port Harcourt?
- To what extent does physical attractiveness affect customer patronage of Four Star Hotels in Port Harcourt?
- To what extent do interactive skills affect customer patronage of Four Star Hotels in Port Harcourt?
1.5 Research Hypotheses
Hoi: There is no significant relationship between front job knowledge and repeat purchase of Four Star Hostels in port-Harcourt.
Ho, there is no significant relationship between job knowledge and referrals of Four Star Hotels in Port Harcourt.
Ho3: There is no significant relationship between physical attractiveness repeat and purchases of Four Star Hotels in Port Harcourt.
Ho4; There is no significant relationship between physical attractiveness and referrals of Four Star Hotels in Port Harcourt.
Ho, there is no significant relationship between interactive skills and repeat purchase of Four Star Hotels in Port Harcourt.
Hob: There is no significant relationship between interactive skills and referrals of Four Star Hotels in Port Harcourt.
1.5.1 Study Variables and Conceptual Framework
- In this study, Front desk functionality is the independent variable having its components/dimensions as Job knowledge, physical attractiveness, and Interactive skills.
- Customer patronage is the independent variables in this study having its measures as repeat purchase and referrals
Conceptual Framework of Front Desk Functionality and Customer Patronage of Four Star Hotel in Port Harcourt
Source: Conceptualized from literature (2019)
1.6 Significance of the Study
The outcome of this study will be useful to both marketing practitioners and managers of Four Star Hotels in Port Harcourt.
The study will aid the understanding of the relevance of front desk functions as a strategic tool for achieving customer patronage.
This study, therefore, will add to the existing literature on the topic to close the existing knowledge gap and provide information to both students and other interested scholars.
1.7 Scope of the Study
The scope of this study is in three dimensions, namely; the content scope, the survey scope, and the geographical scope.
The content scope covers the extent of the relationship between front desk functionality and customer patronage of Four Star Hotels in Port Harcourt.
Survey scope the micro-level of analysis was adopted and the unit of analysis was thus branch managers, sales representatives, and customers.
Geographical scope covers Port Harcourt metropolis in the Rivers State of Nigeria.
1.8 Limitations of the study
The limitation of the study may be said to be those factors that are capable of reducing the accuracy and authenticity of the entire work. Therefore, this study has been limited to the assessment of the relationship between front desk functionality and customer patronage of Four Star Hotels in Port Harcourt hence, the result emanating from this study cannot be generalized.
1.9 Definition of Terms
For this study, the following terms which are particularly related to this study are accordingly defined.
- Front desk functionality: this is defined as the communication center of the hotel was guests interact with the staff for the first time.
- Job knowledge: this is defined as the understanding of a set of responsibilities specific to a job, as well as the ongoing capacity to stay abreast of changes in job functions.
- Physical attractiveness: it is defined as the pleasing degree an individual possesses to affect other people. Physical appearance renders the first impression when interacting with people.
- Interactive skills: it is defined as the ability for an individual to relate and communicate well with others especially in an organization.
- Customer patronage: it is defined as the impulse, desire, and consideration within the customer which induce the purchase of goods and services from the outlet.
- Repeat purchase: this is defined as the buying of a product by a consumer of the same brand name previously bought on another occasion.
- Referrals: This is defined as the act of telling someone about the positive features of a person or business. It is a method of promoting products or services to new customers, usually through word of mouth.
- Four-star Hotels firm: defined as a business in the service industry that has more than 35 rooms with very good quality furnishings and facilities that aids inadequate relaxation and comfort.
1.10 Organization of the Study
Chapter one: presents the introduction of the study containing the statement of the problem, followed by the purpose /objectives of the study, the research question hypothesis, the scope, limitation, and significance of the study.
Chapter two puts forward the review of related literature on the subject matter. Chapter three of this work is the methodology that shows the research design, sample size determination, and technique and the operational measures variables. Chapter four of this work presents the data analysis, findings, and discussions. Chapter five brings this study to an end as it shows the summary of the work, conclusions drawn and recommendations and suggestions for further study.
TABLE OF CONTENTS
Title Page i
Certification ii
Declaration iii
Dedication iv
Acknowledgments v
Abstract vi
Table of contents ix
CHAPTER ONE: INTRODUCTION
1.1 Background to the Study 1
1.2 Statement of the Problem 3
1.3 Aim and Objectives of the Study 4
1.4 Research Questions 4
1.5 Research Hypotheses 5
1.5.1 Study Variables and Conceptual Framework 6
1.6 Significance of the Study 7
1.7 Scope of the Study 7
1.8 Limitations of Study 7
1.9 Definition of Terms 8
1.10 Organization of Study 9
CHAPTER TWO: LITERATURE REVIEW
2.1 Theoretical Foundation 11
2.2 Front Desk Functionality 16
2.3 Customer Patronage 18
2.4Front Desk Functionality and Customer Patronage 23
2.4.1 Job Knowledge and Customer Patronage 25
2.4.2 Physical Attractiveness and Customer Patronage 27
2.4.3 Interactive Skills and Customer Patronage 34
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Research Design 38
3.2 Population of Study 38
3.3 Sample Procedures/Sample Size 38
3.4 Data Collection Method 39
3.4.1 Primary Source 39
3.4.2 Secondary Sources 39
3.5 Validity and Reliability of Instrument 40
3.6 Measurement of Variables 40
3.7 Data Analysis Techniques 41
CHAPTER FOUR: DATA PRESENTATION
4.1 Statistical Testing of Hypotheses 54
4.1.1 Hypothesis One 54
4.1.2 Hypotheses Two 55
4.1.3 Hypotheses Three 56
4.1.4 Hypothesis Four 57
4.1.5 Hypothesis Five 58
4.1.6 Hypothesis Six 59
4.2 Discussion of Findings 60
4.2.1 Job Knowledge (K) Strongly and Positively Affects Repeat Purchase 60
4.2.2 Job Knowledge (K) Strongly and Positively Affects Referral 61
4.2.3 Physical Attractiveness (PA) Strongly and Positively Affects
Repeat Purchase 62
4.2.4 Physical Attractiveness (PA) Strongly and Positively Affects Referral 62
4.2.5 Interactive Skills (IS) Strongly and Positively Affects Repeat Purchase (RP) 63 4.2.6 Interactive Skills (IS) Strongly and Positively Affects Referral 64
CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION, AND RECOMMENDATIONS
5.1 Summary 65
5.2 Conclusion 65
5.3 Recommendations 66
5.4 Suggestion for Further Studies 67
Bibliography 68
Appendix
LIST OF TABLES
Table 4.1.Analysis of Questionnaire
Table 4.2 Gender Distribution of Respondents
Table 4.3 Age Distribution of Respondents
Table 4.4 Educational Qualification of Respondents
Table 4.5 Marital Status of Respondents
Table 4.6 Coding and Responses of Front Desk Functionality
Table 4.7 Coding and Responses of Physical Attractive Skills
Table 4.8 Coding and Responses of Interactive Skills
Table 4.9 Coding and Responses of Front Repeat Purchase
LIST OF FIGURES
Figure 1.1 Conceptual Framework of Front Desk Functionality and Customer Patronage of Four Star Hotel in Port Harcourt
Figure 2.1 Operational framework of Front Desk Functionality and Customer Patronage
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