Assessment of Customers’ Expectations and Perceptions of Service Performance in the Hospitality Industry in Nigeria using SERVQUAL Model

ANETOH, JOHN CHIDUME

Department of Marketing,

Chukwuemeka Odumegwu Ojukwu University

Igbariam Campus, Anambra State, Nigeria

Email: anetohjohn@yahoo.com

ABSTRACT

This study assessed customers’ expectations and perceptions of service quality in the hospitality industry in Nigeria using SERVQUAL MODEL. The main objective of the study was to assess the level of service quality in the hospitality industry in Anambra part of Nigeria. The specific objectives were to determine whether significant gap (if any) exist between customers’ expectations and actual service performance and also its impact (if any) on managerial competitiveness in the hospitality industry. Three research questions and hypotheses were formulated. Descriptive research design was used for the study. The returned 232 copies of the questionnaire were utilized from nine selected hotels for analysis. Paired samples z-test was used to measure customers’ expectations and actual service performance while one-sample z-test statistical technique was used to test the three hypotheses formulated for the study. All null hypotheses tested were rejected. The major findings revealed a significant gap between customers’ expectations and actual service performance which has moderately impacted on the managerial competitiveness in the hospitality industry in Anambra part of Nigeria. The study concluded therefore that the meeting of customers’ expectations will help close the resultant gap identified in this study for improved customers’ satisfaction. The study recommends the institutionalization and operationalization of service quality strategies geared towards meeting of customers’ expectations, should be the priority of hospitality firms for improved customers’ satisfaction in Nigeria.

Keywords: Customer Expectations, Service Performance, Hospitality Industry, SERVQUAL