Customer Satisfaction In Tourism Essay

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Introduction The complexity and globalization of today’s competitive business environment have made quality one of the most important sources of competitive advantage in the tourism industry (Mohammed, 2006), and the evaluation of customer satisfaction is one way to determine the quality being. Customer satisfaction plays an important role as a marketing tool to attract the most variable segments of the market. According to Bitner and Hubbert (1994), customer satisfaction is the term used for the measure of the extent to which the product or service provided by the organization meets customer expectations. Tourist satisfaction is important for successful destination marketing because it influences the choice of destination, the consumption of products and services, and the decision to return (Kozak and…show more content…
al., (1994) scales for measuring service quality and was rated as 5-strongly agree, 4-agree, 3-undecided, 2-disagree, 1-strongly disagree.  Value of natural resources was measured using National Parks Values Scale (NPV) by Borrie et. al., (2002).  Satisfaction was measured using Rust and Zahorik (1993) scale for measuring satisfaction in tourism industry. 3.2.4 Data analysis Data obtained were analysed and presented descriptively in form of tables, frequencies, percentages, charts, mean and standard deviation. Hypotheses were tested using Chi-Square and Pearson’s correlation. The Statistical Package for Social Science (SPSS) version 21 was used for the analysis. Results Socio-Demographic Characteristics of Respondents Table 2 presents the socio-demographic characteristics of the respondents. Of the respondents, 50.5% were male while 49.5% were female. Also, 58.6% were in the age group of 25-54years, 72.8% had tertiary education, 80.9% were civil servants, 54.5% earned between 0-₦20000 monthly, 98.2% were Nigerians, and 29.1% of the respondents were members of environment-related Non-Governmental

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