INTERNAL MARKETING: KEY TO IMPROVING CUSTOMER SATISFACTION IN THE HOSPITALITY INDUSTRY IN NIGERIA

Journal of Applied Sciences and Development [JASD]

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Field Value
 
Title INTERNAL MARKETING: KEY TO IMPROVING CUSTOMER SATISFACTION IN THE HOSPITALITY INDUSTRY IN NIGERIA
 
Creator Uduji,, J. I.
Ojiula,, U.B.
 
Description Hospitality industry in Nigeria suffers from more economic functionscompared to its peer industries. The concern of the service personnel tosee internal marketing improved through a systematic application ofmanagement principles and techniques is not new in Nigeria, asmanifested in poor service delivery as the de facto justification. Therefore,this study was an attempt to investigate internal customer motivation inthe hospitality industry in Nigeria, with the aim of identifying ways ofimproving customer satisfaction in the hospitality and tourism industry inNigeria. The investigation focused on how the unified pay structure,compensation and prospect of promotion affect hospitality services inNigeria. The study covered the twelve top hotels in Nigeria. The sample size of 300 personnel was determined using the confidence interval approach. Frequency counts and cross tabulation were used to analyze thedata. The findings indicate that fair and adequate compensation, prospectfor more responsibilities and promotions are the needed internalmarketing variables for staff to improve their work performance forcustomer satisfaction. Managers should, therefore, convince the servicepersonnel that the rewards for better performance are worth the extraeffort to improve customer services.
 
Publisher WELFARE AND INDUSTRIAL PROMOTIONS (WIPRO) INTERNATIONAL
 
Contributor
 
Date 2016-12-07
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://jasdevr.org/ej/index.php/jasd/article/view/7
 
Source Journal of Applied Sciences and Development (JASD); Vol 2, No 1 & 2 (2011)
2536-6939
 
Language eng
 
Relation http://jasdevr.org/ej/index.php/jasd/article/view/7/6
 
Rights Copyright (c) 2016 Journal of Applied Sciences and Development (JASD)
 

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