The marketing mix and customer satisfaction in hotel enterprises: A case study of Jinja Nile Resort Hotel
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This dissertation is aimed at discovering the impacts of traditional marketing mix elements on customer satisfaction in a hotel enterprise with a case study of Jinja Nile Resort hotel. In this case the traditional elements include product, price, place and promotion. To gain productive beneficial results, qualitative method was adopted to gain an in-depth understanding of findings to suit the study. Tools such as secondary data from books and articles from journals were used. Additionally, it included the researcher visiting the study hotel to analyse the environment. The visit included studying the attributes of the four traditional marketing mix elements that are present at Jinja Nile Resort hotel on which questions used the questionnaire survey were based on in order to obtain accurate data. The findings of the study were based on the four specific objectives. Results indicate that all the four traditional marketing mix elements impact on the degree of satisfaction of customers at the hotel. However, the place is the highest determinant of customer satisfaction as it had the highest total mean score as per the study. The respondents at the hotel also ranked suggestions that would be the best attributes to enhance their level of customer satisfaction based on the alternatives given by the research. Accessibility to the hotel was ranked high as a greater attribute to enhance customer satisfaction. A cross tabulation of respondents of employment status with the attributes of the four marketing mix elements provided a deeper understanding of what particular attributes of the four elements respondents considered to be of a greater influence to the degree of their satisfaction towards the product offerings at the hotel.