Firm Level Communication And Customer Perception Of Service Quality In The Hotel Industry In Ghana

ABSTRACT The world has become a global village and more and more firms are now competing for the attention and action of the same customer. This exposes the customer to hundreds of promotions a day. To survive and grow in this hostile business environment, firms attempt to capture the attention of potential customers through their marketing communication efforts. Service firms use a variety of promotional tools including servicescapes to reach potential consumers. As a result of the variety of promotional tools being used and the sheer volume of information being sent out, it becomes difficult for service firms to effectively integrate and coordinate these messages. This results in conflicting images and promises. Sometimes, they (Service Firms) over promise or exaggerate their services to win customers. The study was therefore designed to determine how firm level communication influence service quality perceptions, and the impact that inconsistencies between firm level communication and service delivery have on service quality perceptions. In a survey, three sets of questionnaires were designed and administered on a sample of customers, management and front line staff of various hotels in Accra. It was established in the study that customer perception of service quality is shaped to a large extent by customer expectations, which itself is influenced by firm level communication. Several hotels are making conscious efforts to integrate and coordinate all aspects of their firm level communication ensuring that their messages are both believable and deliverable. Service encounter emerged as the most important factor that influenced customer perception of service quality in a given service experience. Given the increasingly hostile nature of the business environment, the importance of service quality as a means of differentiating one service firm from another cannot be over emphasized. However, because service quality perception is a subjective cognitive activity, influenced by firm level communication and customer expectations, it is important that firms integrate and coordinate their promotional efforts and make only claims and promises that they can adequately fulfill.