Customer Satisfaction in Hotel Services

The purpose of this thesis was to investigate how customer satisfaction enhances customer loyalty in hotels. Specifically, the thesis used Lake Kivu Serena Hotel as a case study. Customer retention is achieved by involving customers in improving the quality of services offered by a hotel. Moreover, customers feel appreciated when they realize that the hotel is committed to improving their experience. Qualitative and quantitative methods of research were used to collect the data for the re-search. This included collecting both primary and secondary data to make the research comprehensive and credible. Interviews and questionnaires were used to collect first-hand information while a review of the past literature provided the secondary data. From the findings of the research it is evident that there are many factors influencing customer satisfaction. However, the major factors that influence satisfaction include the quality of services offered by a hotel as well as customer relationship management. The findings of the research are intended to assist hoteliers to concentrate on customer satisfaction through strategies such as good customer relationships management and improvement of the quality of their services. On the other hand, there is need for further re-search on all the factors that affect customer satisfaction. This will enable hotel managers to strike a balance between profitability and customer retention