ABSTRACT

The study examined the influence of service quality on guest satisfaction in hotel establishments in Umuahia, Abia State. The purpose of the study was to determine the tangibility dimension of service quality on guest satisfaction, examine the influence of reliability dimension of service quality on guest satisfaction, evaluate the responsiveness dimension of service quality on guest satisfaction, ascertain the influence of assurance dimension of service quality on guest satisfaction and to evaluate the influence of empathy dimension of service quality on guest satisfaction. The study adopted a descriptive survey research design in the cause of the research. The sample of the study was determined using the Cocrahm formula. A structured questionnaire was administered to 109 hotel guests, out of which 100 valid responses were analyzed using descriptive statistics. The questionnaire was subjected to content validation by the supervisor and other lecturers in the department, to ensure that it measures what is required of it. The reliability of the instrument was tested using the Cronbach alpha reliability at 0.78 (p<0.05). The questionnaire distributed were collected and used for analysis of the data. The responses from the questionnaire was analyzed using descriptive statistics (frequency, mean, standard deviation) and inferential statistics (multiple linear regression). SPSS v.25 is the statistical tool used in the analysis. Findings revealed that tangibility dimension (2.73±1.16), reliability dimension (2.62±1.19), responsiveness dimension (2.71±1.18), assurance dimension 2.68 and empathy dimension of service quality (2.80±1.14) were major determinants of service quality of hotels in Umuahia. The result further revealed that tangibility dimension, reliability dimensions, and responsiveness dimension had significant positive influences on guest satisfaction, while the assurance dimension and empathy dimension, showed no statistically significant effect. The study therefore concluded that guest satisfaction in Umuahia hotels is primarily driven by tangible room attributes and service interactions rather than assurance and empathy. It recommended among others continuous improvement in room maintenance, staff training, and facility management to enhance customer loyalty