RESEACH TITLE: THE RELATIONSHIP BETWEEN CUSTOMER
SATISFACTION AND CUSTOMER LOYALTY
1.1. INTRODUCTION
Some of the characteristics of the successful activity of the business organization
Are presentation and constant improvement of qualitative services, which meet the
expectations of Customers the choice of hotels becomes one of the main issues of
discussion: the variety of the hotel services, quality, reliability and price are
important.
1.2. Background of the study
Since there are many hotels in the market providing the same or similar services, it
is very important not only to attract, but also to keep the customer. In order to
maintain the position held and to compete in future, it is necessary to provide
qualitative services by which old customers may be retained, and new customers
may be attracted. With an increasing dynamism and competitive ability of the
business environment, an Increasing number of companies pay attention to the
creation, management, determination and increase of customers’ loyalty.
Many scientists agree with the suggestion that the Customer loyalty is a central
concept of marketing science the satisfaction and loyalty of customers have both
direct and indirect impacts on the hotel industry. The loyalty of existing customers
is very important, since it was calculated that the attraction of new customers is
much more expensive than the retention of existing ones. The growing loyalty of
customers allows the organization to make savings, decreasing the expenses for
marketing and transactions, also the expenses related to the customers’ change
decreases, the consumption of related products increases, positive communication
‘word of mouth’ is pursued, the cost of failures decreases. Besides, the scopes of
sales to existing customers are bigger. Quality determines the benefit of services to
the customer and commercial success to the provider of the services.
1.3. Statement of the problem
I saw some customers those were complaining lack of services and forgetting when
I was visiting some hotels in Galkacyo. This is a big problem because the customer
is what a hotel is built on. If there is customer there is no doubt that hotels is either
be lost or become houses. So it should be satisfy to the customers since they are
masters of our hotels. Our study identifies indefinitely in gaalkacyo but there are
other cities and areas where customers are dissatisfied.
No matter how different. The world has reached the highest level of customer
satisfaction. We know that Somalia has not yet become well-equipped as other
developed countries and makes a good example.
1.4. Objectives of the study
The general purpose of this study is to know that there is customer’s satisfaction
especially for those who stay in hotels from the hotel owner or hotelier and to
listen to customer feedback. We are looking at these two folds:
1.
To examine these customers get the best services and care of the their
expectations.
