ANALYSIS OF THE SERVICE QUALITY STRATEGIES OF THE FOUR STAR HOTELS IN ADDIS ABABA, ETHIOPIA

Abstract

Organizations continually seek new ways to acquire, retain and increase business, since the cost of losing customers is rising. Service organizations such as hotels need to put in place competitive marketing strategies to improve their competitiveness and thus retain customers. Once demand is created, a hotel needs to manage this demand as well as its capacity to deliver. Hotel managers across the board consider all competitive marketing strategies as important. Significant correlations exist; however, it’s between the importances attached to certain competitive marketing strategies. The main activity of a business company is to develop a marketing strategy that can help to stay in the business (Azmeraw Geremew, 2013). The study mainly focuses on the service quality strategies of the four star hotels in Addis Ababa. The objective of the study is to assess the service quality strategies of the four star hotels in Addis Ababa, Ethiopia. Out of the 31 four star hotels in Addis Ababa, 9 hotels are selected using the lottery method which is 30% of the total population. The lottery method has been chosen because the hotels are somehow homogeneous in feature and standard. 135 questionnaires have also been distributed to 15 guests of each nine hotel as one of data collection method. Out of which 130 questionnaires are returned with full answers in it. During the process of distributing and collecting the questionnaires, observation and focus group discussions have been conducted. The study has been conducted based on the descriptive research design. It consists of quantitative and qualitative research methods for analysis. The quantitative data has been described using tables, bar graphs and pie charts. Interview, observation and FGD are also another tool for gathering qualitative data in this research. In the effort to address the problem, both primary and secondary data has been used. And to achieve the objectives questionnaires, interviews and document reviews has also been employed.