ASSESSMENT OF SERVICE MARKETING IN THE HOTEL INDUSTRY A CASE STUDY OF HARMONY HOTEL IN ADDIS ABABA

Abstract

The purpose of this study is to assess the service marketing in Harmony hotel. Basic questions that mean the service marketing were asked. The study employed descriptive data analysis method to describe the results and findings of the study. Convenience sampling techniques were used to select the sample size from the population. Data’s collected through questionnaire were analyzed using SPSS window 20.0 version. As part of the methodology for collecting the relevant data, 200 customers and managers of the hotel was used. Based on the replies and opinions collected from customers and manger of the hotel in the form of questionnaires and interview analysis and suggestions is made so as to encourage the strong sides and suggest improvement on the weak areas. The study is focused on how to build a service that meets customers need. In any hotel, customers are willing to pay for services if an only if the service provided to them gives value that is equivalent to the value of money they are asked to pay. Therefore, if business wants to maximize their profit, the only way to achieve that is to serve their customers effectively taking in to cognizance that customer is the king. In all from this study the student research will have great opportunity to learn that the hotel industry is rapidly growing in Ethiopia, especially in Addis. And they are breaking out the traditional way of marketing and installing the modern system of marketing through various activities.