INTRODUCTION

1.1 Background of the Study

The impact of customer service in hospitality industry is a process

of effective provision of service to customer.

According to Turban et al (2002) the impact of customer service is

a series of activities designed to enhance the level of customer

satisfaction that a product or service has met the customers

expectation. In a global market place full of competitive

organizations companies are beginning to understand the

necessities of a good customer experience.

For example in the reception or the front office desk of a hotel

which deals with customers there is need to deliver good customer

service be and clear communication in response to guest needs

whereby the customer will develop value for the hotel

establishment and recommend the hotel to future customers.

But when customers are dissatisfied with the hotel services it lead

to loss of patronage and the establishment will not reach its

targeted goals.

In essence satisfying customer is a primary goal of customer

service providers. But for some it will be a regular technical skill

and technique that are very important but equally or more

importantly are sincere caring attitudes and manners with the

customer in an environment which has an atmosphere of making

the customer feel at ease wanted and welcomed.

Furthermore customer service is a work done for others as an

occupation or business. It is also an act of practice of one being

hospitable receptive (accommodating) and entertaining of guest

without rewards or with kind and generous liberty.

In today’s changing global environment many businesses are

facing intensive competition and situation of rapid deregulation. In

order to achieve competitive advantage and efficiency businesses

have to seek profitable ways to differentiate their offerings and on

strategy that has been related to success in this regard it is the

delivery of high customer service especially during time of

intensive competition both domestically and internationally (Salah

and Ryan 1992). This concept of customer service has been the

subject of many conceptual and empirical studies and it is

generally accepted that service has positive implications for an

organization’s performance and competitive position (Alexandri

Dimitriadeas and Markara 2002). Customers are demanding good

products and services speed and reliability of delivery price

innovations differentiation and professionalism Zaira (2002).

Hence a well developed and implemented service program with a

focus on the customer as its cornerstone can offer significant

benefits to service industries moreso the hotel enterprise in

Nigeria. The potential to create competitive advantage through

the physical property is hampered by the sharply marginal benefit

of continuously upgrading properties and the unwillingness of

customers to pay the higher price entailed in such upgrades for

differentiation. However customer service delivery is strongly

demanded by the customer which can be the key to competitive

advantage (Konodo Higaswand Takyo (2001). Improvement in

customer service delivery through trained and motivated staff is

often the only area in which hotel products can easily be clearly

differentiated from its major competitors (Hayants and Fryer 2000

Tsiros and Lanionic (1995). In effect total quality service

dimensions can be good predictors of customer service and issues

such as customer focus service culture employee satisfaction and

top management commitment seem to be veil in positively

influencing customer perceived customer service (Smith 1995).

The Gombe Jewel Hotel which consist of 43 rooms of varying

categories is a property of Gombe State Government is located at

No. 7 Ex-Ministers Quarters Off Rabah Road Near NDA Officers

Mess Kaduna.

Command Guest House was established in 1999 and it was

commissioned by General Ishaia Bamaiyi GCON DSS PSC (t) min

Chief of Army Staff and managed by Mihamdi Nigeria Limited. The

hotel is situated at No. 10 Muhammadu Buhari Way (former Waff

Road) Kaduna.

1.2 Statement of Problem

In Nigerian hospitality operation there is less consideration about

building strategies in order to enhance high customer patronage in

the hotel industry.

These problems arise as a result of lack of identification of

customer’s needs in order to transform them into effective

demands for products and services.

Customer service the interaction between the client and the

supplier is an integral part of purchasing and user experience and

as such is the key to continued success in business. The

customers complaints during their stay at a hotel constitute an

undesirable phenomenon which could be a result of an

organization not spending the time to fully train their employees

which result in poor service delivery. Also as a result of employee

complacencies meaning selecting apathetic or self-centered

personality types has no place in a business that requires customer

contact.

1.3 Objectives of the Study

The aim of this study is to determine the impact of customer

service delivery and how it affects patronages in hospitality

establishment in Kaduna metropolis. The specific objectives are as

follows:

i. To describe customer service in the hotel industry

ii. To asses the aspect of customer service delivery that needs

improvement to promote patronage.

iii. To identify the challenge militating against good customer

service delivery in promoting patronage.

iv. To assess how quality service delivery can be achieved to

meet up customer expectation.

v. To examine the anticipated needs and expectations of a

customer.

1.4 Significance of the Study

This study will most likely contribute to the advantage of

knowledge of customer service in the hotel industry by showing

how patrons of available facilities in Kaduna metropolis perceive

the customer services being rendered by the hotel in Kaduna state.

The findings of this study will equally help in the provision of

inputs for planning and implementation of hotel programs aimed at

upgrading hotel facilities in Kaduna state. In addition factors that

affect perception of service patronage of hotel in Kaduna

metropolis will be reviewed for use in growing and developing the

industry.

Furthermore the findings of this research will encourage

proprietor’s management of hotel establishments in Nigeria in

general and Kaduna state in particular to develop and execute

training programs aimed at customer service dimensions.

Management of the hotels would consequently be able to direct

their resources towards improving the weak service dimensions

and refining their market efforts with a view to enhancing market

share competition and productivity for mutual benefit of the

organization the stakeholders as well as customers (Carvana

2002). The Federal Government of Nigeria desires to promote

tourism development more so for international guests. Hence this

study should add more value to the Federal Government’s

intentions towards the development of tourism and patronage.

The findings of this research will similarly broaden the scope of the

researchers knowledge while future researchers would equally

make use of it as reference materials and most probably point the

way to other researchable aspects of customer service.

The finding of this research work will be significant and relevant to

hotel establishment as well as investors interested in the hotel

industry as it will give them enhanced method of good customer

service. This research work will play an important role in an

organization’s ability to generate income and revenues and it will

give those in the hotel industry more support or understanding

customer behavior as regards to their wants and expectations of

the service providers as well as being efficient and fair to

customers organizations the stakeholders as well as the

customers (Carvana 2002).

The federal government of Nigeria desires to promote tourism

development and patronage. The hotel industry is very critical to

tourism development more so for international guests hence this

study would add more value to the federal government’s intention

towards the development of tourism and patronage.

1.5 Scope of the Study

To access the problems militating against customer service and

patronage in the hotel industry the study is to be limited to

hospitality establishment. Two hotels were selected for efficient

and effective data collection. Within these hotels one is within the

range of small hotel (Gombe Jewel) and the Command Guest

House.

1.6 Research Questions

i. What is customer service in the hotel industry?

ii. What aspect of customers service needs improvement to

promote patronage?

iii. What are the challenges militating against good customer

service delivery in promoting patronage?

iv. How can quality service delivery be achieved to meet up

customer expectations?

v. What are the anticipated needs and expectations of a

customer?