Effects of Marketing Mix on Customer Satisfaction in Five Star Hotels: A Case of Safari Park Hotel
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Date
2019-06
Authors
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Journal ISSN
Volume Title
Publisher
Daystar University School of Business and Economics
Abstract
Marketing is the direct way in which an organization communicates the product or service to its target audiences. In the dynamic business environment emerging in Africa, most organizations had to develop effective marketing strategies in order to survive in the competitive business environment to achieve growth in all aspects of the organization and customer satisfaction. The purpose of this study was to explore the effects of marketing mix on customer satisfaction in five-star hotels This study adopted a descriptive research design which is based on making findings concerning questions of; who, what, where, when, or how much. The study targeted 388 customers at Safari Park hotel and sample of 78 customers was selected for inclusion in the study. The study used a questionnaire to collect primary data; the data was then analyzed using frequency and percentage. The study findings established that promotion (80%), product (80%) and people aspects in the Hotel (80%) were the most practiced marketing mix in the studied organization. Majority of the respondents, 48 (80%) of the respondents agreed that there is customer loyalty between the customers and the Hotel. The study concludes that several promotional mix strategies were used to enhance customer satisfaction. It also concluded and that there is customer loyalty between the customers and the Hotel. The study recommends that since price and physical feature of hotel were least practiced elements of marketing mix, managers of all hotels in Kenya should leverage on prices of goods and the physical features to enhance satisfaction of their customers.
Description
Master Of Business Administration
In Marketing
Keywords
Marketing Mix, Customer Satisfaction in Five Star Hotels, Safari Park Hotel
Citation
Kidula. M. (2019). Effects of Marketing Mix on Customer Satisfaction in Five Star Hotels: A Case of Safari Park Hotel. Daystar University School of Business and Economics