DETERMINANTS OF CUSTOMER’S SATISFACTION IN THE TOURISM INDUSTRY (A STUDY OF AWHUM WATER FALL, ENUGU STATE)

ABSTRACT

Tourist satisfaction is assumed as one of the crucial elements for a superior advantage, dis-tinctive image and market destinations successfully, as it influences the choice of destination, consumption of products and services, decide to return, maintain long term relationship and improve destination reputation. The objectives of this study; customers’ satisfaction on tourism are to 1.Examine the relationship between facilities offered at destination with that of the overall satisfaction of tourists 2.Examine the relationship between accessibility of destination with that of the overall satisfaction of tourists. 3 Examine the relationship between destination attractions with that of the overall. The target population of this study included all tourists visiting the Awhum Waterfall, in Enugu State. In this study the statistical analysis was conducted using Statistical package for social science (SPSS) 21.0 computer package. Descriptive statistics, Correlation analysis, simple and multiple regression analysis were employed to find association between dependent and independent variable(s), while ANOVA was used to obtain the research findings. Based on the findings of this study, the following recommendations were made; 1.Tourism industries should ensure that customers are satisfied in order to increase their purchase intention. 2. Tourism industries should provide the essential facilities such as internet facility, recreational facility e.t.c in order to ensure that customer satisfaction is achieved.3.Tourism industries should endeavor to provide conducive environment for their customers to avoid customer dissatisfaction. Since the findings revealed that the presence of porn facilities for customers has a positive effect on purchase intention, hotel industries should endeavor to make provision for porn facilities for effective customer satisfaction.

TABLE OF CONTENTS

Title page ﾿ i

Declaration ﾿ ii

Certification ﾿ iii

Dedication ﾿ iv

Acknowledgement ﾿ v

Table of contents ﾿ vi

List of table ﾿ vii

Abstract ﾿ viii

 CHAPTER ONE

INTRODUCTION

1.1 ﾿ Background of the Study ﾿ 1

1.2 ﾿ Statement of the Problem ﾿ ﾿ 5

1.3 ﾿ Objectives of the Study ﾿ 8

1.4 ﾿ Research Questions ﾿ 9

1.5 ﾿ Research Hypotheses ﾿ 9

1.6 ﾿ Significance of the Study ﾿ 9

1.7 ﾿ Scope of the Study ﾿ 10

1.8 ﾿ Limitation of the study ﾿ 10

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1 Conceptual Framework ﾿ 11

2.1.1 Destination Service Quality ﾿ 11

2.1.2 Tourism Products ﾿ 11

2.1.2 Customer Satisfaction ﾿ 13

2.2.1 Determinants of Customer Satisfaction ﾿ 14

2.1.3 Tourists’ Destination Choices ﾿ 15

2.2 ﾿ Empirical Review ﾿ 15

2.3 ﾿ Theoretical Framework ﾿ 18

2.3.1 Expectancy Disconfirmation Theory ﾿ 18

2.3.2 Equity Theory ﾿ 19

CHAPTER THREE

METHODOLOGY

3.1 ﾿ Research Design ﾿ 20

3.2 ﾿ Area of the Study ﾿ 20

3.3 ﾿ Sources of Data ﾿ 20

3.4 ﾿ Population of Study ﾿ 21

3.5 ﾿ Sampling Technique ﾿ 21

3.6 ﾿ Sample Size Determination ﾿ 21

3.7 ﾿ Instrument for Data collection ﾿ 22

3.8 ﾿ Validity of Instruments ﾿ 22

3.9 ﾿ Reliability of the instrument ﾿ 23

3.10 ﾿ Analytical Technique ﾿ 23

3.10.1 ﾿ Regression Model ﾿ 23

CHAPTER FOUR 

PRESENTATION AND ANALYSIS OF DATA

4.1 ﾿ Return rate or questionnaire ﾿ 24

CHATTER FTVE

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1 ﾿ Summary of Findings ﾿ 33

5.2 ﾿ Conclusion ﾿ 33

5.3 ﾿ Recommendations ﾿ 34

References ﾿ 35

Appendix