ASSESSING CUSTOMER SATISFACTION AND PROFITABILITY IN HOSPITALITY INDUSTRY (HOSPITAL FACILITY) IN ACCRA- CASE OF KORLE BU TEACHING HOSPITAL IN THE GREATER ACCRA REGION

ABSTRACT

The purpose of the study was to assess customer satisfaction and profitability in hospitality industry (hospital facility) in Accra, case of Korle Bu Teaching Hospital in Greater Accra. The researcher used descriptive survey design for the study. Quantitative research approach was used. The total population of the respondents is one hundred and fifty (150). The purposive sampling technique will be used to select all the 150 respondents for the study (22 hospital staffs and 128 customers) drawn from the Korle-Bu Teaching Hospital in Accra. Questionnaire was the main instrument used to gather primary data. The Statistical Package for Social Sciences (S.P.S.S) Version 18 was used to analyse data. The study results concluded that customer satisfaction increased the profitability of the hospital. Also, good customer services improved repeat sales, customer satisfaction enhanced word of mouth advertising, satisfied customers promoted the hospital facility‘s services to others and their word of mouth advertising increased the sales of the organization. The customers perceived that the service quality in the medical tourism industry involved delivering products and customer services consistently and according to expected international standards. Furthermore, service quality was the key factor that affected and influenced customers‘ decision-making. Moreover, the medical administrative departments in the hospital focused on customer demands for consistency, meeting customer needs for clear policies on service quality, and for up-to-date medical treatment and service quality. Finally, the customers were satisfied with the services provided by the Korle Bu teaching hospital. The study recommended that the Management of the Korle Bu teaching hospital should organize periodic seminars, lectures, conferences and training programmes to educate staffs regarding the modern methods of creating customer satisfaction and promoting customer loyalty in the Korle Bu teaching hospital.