Evaluation of the impact of customer care on customer retention: Case of Dodoma Hotel in Dodoma Urban
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Date
2014-09-28
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St John's University of Tanzania
Abstract
The main objective of the study was to evaluate the impact of customer care on customer retentions. To achieve this objective, a sample size of 100 Dodoma hotel customers and 8 more Dodoma hotel staff was used. Both qualitative and quantitative research approaches were used using a cross sectional method of data collection in the form of questionnaires, interviews and documentary review. Data were processed and analyzed using Statistical Packages for Social Sciences (SPSS) computer program. The analyzed data were presented by the use of Tables. From the analyzed data it was found that Dodoma hotel has good customer care and customer retention strategies which include: security, hotel guides, front desk services, ensuring that customer care is continuously treated and maintaining knowledgeable staff in place. This implies that the management of Dodoma hotel is continuously working hard to ensure customer care and retention and that implies more customer satisfaction. From the findings, the level of customer care is good, hence more customer retention. This implies that there is positive relation between customer care and customer retention. Hence Dodoma hotel needs to ensure customer care so as to increase customer retention.