THE IMPACT OF MARKETING MANAGEMENT FUNCTION IN HOSPITALITY INDUSTRY

Description

ABSTRACT

This research was designed to investigate the function of marketing Strategies in hospitality business as a channel or means to deliver satisfaction to customers. This was as a result of inferior quality of goods and services rendered to customers which had led to lost of market share to many organizations in the hospitability industry. The board objective was to explore reasons why the downward trend of market share in the industry and to make recommendations as to revive the sector. Primary and secondary data were obtained from relevant sources and chisquare test statistics was used to test the formulated Hypotheses. Among the findings were that poor quality services resulted in lost of customers, lack, of desired satisfaction and lack of maintenance culture on the existing equipment. The following recommendations were made; training of staff, strategic maintenance culture and provision of modern facilities to keep consumer comfortable would yield the desired satisfaction and would result in repeat purchase from customers.

TABLE CONTENT

Title page i

Certification ii

Dedication iii

Acknowledgement iv

Abstract vi

Table of Content vii

Chapter One: Introduction 1

1.1 Background of the Study 1

1.2 Statement of the Problem 2

1.3 Objective of the Study 3

1.4 Research Questions 3

1.5 Significance of the Study 4

1.6 Scope of the Study 5

1.7 Definition of the Terms 5

Chapter two: Literature Review 6

2.1 Definition of Marketing 6

2.2 Marketing Functions 7

2.3 Management 8

2.4 The Management Process 8

2.5 Marketing Management 10

2.6 Marketing Management Functions 11

2.7 Marketing and Management Concept in the Industry 18

2.8 Values of Customers and Satisfaction 19

2.9 Definition of the Hospitality 20

2.10 Marketing Management of Hospitality Goods amp; Services 21

2.11 features of Hospitality Goods and Services 22

2.12 Characteristics of Hospitality Marketing 24

2.13 Time Management and Activities Planning

in Hospitality Organization 25

2.13.1 Time Management 26

2.14 Impact of Marketing Management 27

2.15 Nature of Physical Distribution 30

2.16 The Role of Marketing Management in Hospitality Industry 32

2.17 Brief History background of ASCOT Hotel 35

Chapter Three: Research Methodology 36

3.1 Research Designs 36

3.2 method of Data Collection 36

3.3 Population of the Study 37

3.4 Sample Size Determination 37

3.5 Sample Size 38

3.6 Method of Data Collection 38

3.7 Research Instrument 39

3.8 Validity of Research Instrument 40

3.9 Statistical Method 40

Chapter Four: Data Presentation, Analysis and Interpretation 41

Chapter Five: Summary of Findings,

Recommendations, Limitations and Conclusion 57

5.1 Summary of Findings 57

5.2 Recommendations 58

5.3 Limitations 58

5.4 Conclusion 59

References 60

Appendix 62