THE MARKETING OF HOTEL SERVICE IN WARRI METROPOLIS

(A CASE STUDY OF ROYAL ARK HOTEL LIMITED)

 

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ABSTRACT

          The primary aim of this project work fitted “ Marketing of Hotel services in Warri Metropolis which Royal Ark Hotel Limited was used as a case study was to  determine the causes of low patronage by customers and equally to suggest possible solutions to the problem.

Relevant work relating to this project was reviewed in order to get more information on work to be carried out.  Both primary and secondary data was collected  in order to get the relevant information on the project work.  on the course of he analysis many findings were made which was attributed to be the cause of low customers patronage in the hotel.  Among the findings were:

1. The service process of the organization is too long.
2. There is no clear organizational chart.
3.   There is no clear organizational chart
4. Staff are not properly motivated in terms of salary.
5.  Their promotional tools were not effective
6. staff  are not properly trained
7. there is  no laid down rules for employment

In order to over come the problems listed above the following recommendation were made:

1. That the management of the organization should establish a pure marketing department and employ qualified marketing personnel in the department.
2. That the management should make their service process to be short by way of standardization and documentation of service process incentive  given to customers are adequate.
3. They should ensure that the promotional  incentive given to customers are adequate
4. Clear organizational chart should be made so that it will not create confusion on whom to report to.
5. The management should motivate their staff by way  of training and paying good salary
6. The organization should make sure that more graduates with reasonable experience are employed into the organization.

In conclusion, it was expected that this project would contribute to more practice of marketing concept in a hotel industry if it is implemented.

TABLE OF CONTENT

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY                              1

STATEMENT OF PROBLEM                                                5

NEED FOR THE STUDY                                             6

OBJECTIVE OR PURPOSE OF HE STUDY               6

SCOPE  AND LIMITATION OF THE STUDY            8

STATEMENT OF HYPOTHESIS                                8

DEFINITION OF TERMS                                             9

CHAPTER TWO

LITERATURE REVIEW                                               11

CHAPTER THREE

DESIGN OF THE STUDY                                            38

POPULATION FOR THE STUDY                               38

SAMPLE SIZE                                                              39

RESEARCH INSTRUMENT                                        40

QUESTIONNAIRE DESIGN                                        41

DATA COLLECTION                                                   42

CHAPTER FOUR

PRESENTATION, ANALYSIS AND —

INTERPRETATION OF DATA                                    43

CHAPTER FIVE

SUMMARY OF FINDING                                            71

CONCLUSION                                                              73

RECOMMENDATION                                                           74

BIBLIOGRAPHY                                                          76

APPENDIX  I                                                                79

APPENDIX II                                                                82

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

The subject matter of this research work s the “ marketing of hotel service in Warri metropolis” address the topic it is of importance to know what is meant by marketing service and hotel.

According to Kotler (1991 P.10), Marketing is defined as  a social and managerial  process by which individuals and groups obtained what they need and want through creating,  offering and  exchanging products of value with others.  According to William J. Stabtib (1981 P3)  Marketing is a transaction an exchange intended to satisfy human needs or wants.

The British institute  of marketing (1989 P1), marketing could also be viewed as the management process responsible for identifying, anticipating and satisfying customer requirement profitably.

According to William J. Stanton (1981 P.441) , services are those separately identifiable, essentially  intangible activities that provide want satisfaction, and that are not necessary tied to the sale of product or another services.

The Oxford Advanced Learners Dictionary of Current revised by Honby. Hotel is “a building where meals and rooms are provided for travelers”,

Classification of hotels: Motorist hotel with rooms and cabins, a parking area.  However some of he important service offered by hotel are Accommodation facilities including

Presidential suite

Executive chalets

Business suite

Studio rooms

Billard rooms

Luxury doubles

Restaurant, banqueting hall, bar, conference facilities etc

Recreation facilities

Personnel

The increase changes in the marketing place have made it necessary for hotel to become more market oriented in offering of their services.  They aim at satisfying their customers needs as well as fulfilling their own organization goals.

An Arewa hotels in house magazine (1991P30) define Hotel marketing as the application of marketing concept  in the hotel industry so as to achieve a more effective rendering of services to the customer”.  They have been  many developments and changes in the hotel reflect trends in the  economic, political and business environment with other being a consequence of technology ad social changes.

It was recently that hotels became more concern with marketing of services.  Expansion as well as competition among hotel organization or operators has occurred with rapid increase in recent years.

Today, there are so many hotels with the result that there is competition among them to win patronage of “customers” who want their service.

Any organization wishing to survive in this present day competition and indeed in any depressed economy should have always their service/ products, packaging and the images of their organization to help the promotional activities of the company to succeed in satisfying their customers and these could only be achieved by those hotels that are prompt, efficient and effective.  These hotels have to restructure their principle and practices to adopt to changes that are talking place n the industry.

From a close observation  of hotels in Warri one would realize that a lot has to be done in order to improve the efficient, effective of hotels operations.

It is the aim of this research work to explore all the available avenues for the improvement of the effectiveness of hotels operations in Warri because when compared with other states or cities, their operations are still poor and inadequate.

Marketing concept is expressed in a focus on growth which there is continuing planned effort to enlarge of market.

However, the concept means that a business aim towards satisfying its customer.   While making a profit, the concept call for hotel management and employees to plan marketing strategies towards achieving customer satisfaction and organization goals.  In scheduling hotel activities whether for long range planning done  at top management level or operational duties done at the employee level the two goals of guest satisfaction and profit should be kept in mind at all times.

All company activities research, production, finance  and sales are devoted to finding out  what customers wand and then creating the product and services to satisfying these wants.  The theory holds that hotel activities are co- ordinate to meet the needs and wants of customers, profit will result.  The philosophy of marketing concept means that marketing should begin and end with customers.

STATEMENT OF PROBLEM

The research will take cognizance of the following issues

1. Lack of adequate trained and skillful person at supervisory level to organize and undertake effective on the job training for the operative at the basic technical level
2. Lack of awareness of the needs and objectives of hotel customer/guest.
3. The problem of high rate of labour turnover in hotel industry
4. Delay in providing rooms, bars and restaurants services.
5. Lack of adequate knowledge of hotel finance
6. Non application of marketing concept by some hotel industries
7. Failure to appreciate  that “customers” want satisfaction is the economic and social justification of company’s existence.

NEED FOR THE STUDY

          This study is to portray the rich potentials that exist in hotel services process.  It is the desire of the researcher that scholars  on this topic would see further needs to use the information, data provided to enrich their works.

Also to find solution to these problems highlighted earlier and to re- state the importance of consumers satisfaction when applying marketing concept.

OBJECTIVE OR PURPOSE OF THE STUDY