1.1 BACKGROUND TO THE STUDY
In this country today, many business organizations are established and they strive for the actualization of profit making objectives. However, for any business organization to succeed, it must incorporate some elements of marketing programme into its policies and programes.
Therefore, for us to effectively appreciate marketing of hotels services, it becomes imperative to us to understand firstly what marketing of hotel service is all about.
Marketing could be defined as the management process responsible for identifying, anticipating and satisfying customers requirements profitably. (The British Institute of Marketing 1989:1) Marketing could also be viewed as a social and managerial process by which individuals and groups obtain what they need and want through creating, offering and exchanging products of value with others. (Kotler 1991:10)
Services could be defined as any activity benefit or satisfaction that is offered for sale. It is essentially intangible and may not necessarily result in the ownership of such business outlet. Its production may or may not be tied to a physical product.
In a nutshell, hotel is a building where rooms and usually meals are provided for people in return for payment. Moreover, quality halls and rooms suites are provided. Such as swimming pools complete business centre, laundry services to mention a few. Hotels in Nigeria offers important services and facilities such as lodging accommodation (presidential suite, executive suites and master bedroom). Rooms services restaurant, bar, club houses, etc. Recreational facilities such as swimming pools, Lawn tennis courts, garden park etc.
On the other hand, restaurant is a place where meals are prepared, served and eaten. Since well equipped restaurants have television sets, musical sets etc to keep the customers in relaxation mood, (same are of high capacity where you go and have what you want and leave).
The increased charges in the market sector have made it necessary for hotels to become more market oriented in the cause of rendering customers needs and wants as well as fulfilling their own organizational goals. Hotel marketing therefore can be defined as the application of marketing concept in the hotel industry so as to achieve more effective services to the customers. There have been many changes and developments in the hotel industry over the past years. Some of these changes reflects on the economic, political and social life of people. (With others being consequence of technological and social changes) it was recently that hoteliers become more transformed and re-engineered to meet this present day trend in hotel management. Hotel industry are confronted with drastic competition to determine who will commend or win the customers patronage based on good oriented services. In view of this any hotel wishing to survive in the present day competition should endeavour to provide good and result oriented services to its vast customers and as such creates better image of their organization. This helps to boast the promotional activities of the company (to succeed in satisfying their customers and these could be those hotels that are prompt efficient and effective).
Meanwhile adequate and effective application of marketing concepts by any organization in its operation is very vital to the successful existence of such organization such as Hotel cordial. Since marketing concepts is a commercial process that starts before production influences this and continuous inform of after sales services and long after the products have been sold and transferred to the customers. Also marketing concept is the business philosophy that focuses more on the customer satisfaction as against other concepts like the selling concepts or production/product concept. It has many colourful expression like
“Marketing need profitably”
“Funding wants and fulfill them”
“Love the customers not the product”
According to Kotler (1997:19) marketing concept holds the key to achieving organizational goals, consists of being more effective than competitors in integrating marketing activities towards customers needs effectively and efficiently without knowing their needs. This will enable you to formulate strategies to apply. The essence of this is to determine the needs and wants of customers. In planning marketing strategies, it is important to understand service quality required of the perception customers.
Hotels may appeal to one or more customers segments from among business travelers. Each segment requires different level of services. Hotel business as a tourist industry, renders services to travelers and customers to entrance their tourism needs
TABLE OF CONTENTS
TITLE PAGE i
APPROVAL PAGE ii
TABLE OF CONTENTS ix
1.1 Background of the Study
1.2 Statement of the Problem
1.3 Objectives of the Study
1.4 Hypothesis Formulation
1.5 Scope of the Study
1.6 Significance of the Study
1.7 Limitation of the Study
1.8 Definition of Terms
RELATED LITERATURE REVIEW
2.1 Historical Dimension of the Hotel Industry
2.2 Nature and Classification of Service
2.2a Managing Differentiation/Service Quality
2.3 Characteristics of Services and Their
2.4 Marketing Concept and Service Industry
2.5 Marketing Strategies for Services Firms
2.6 Marketing Strategies for the Hotel Industry
2.7 Marketing Strategies Used by Hotel Cordial Enugu
3.0 RESEARCH METHODOLOGY/POPULATION
3.1 Sources of Data Collection
3.1a Primary Data
3.2 Secondary Data
3.3 Sample Technique
3.4 Population of Study
3.5 Sample Size Determination
3.5a Sampling Size for Hotel Cordial Customers
3.5b Sampling Size for Hotel Cordial Staff
3.6 Research Instrument for Data Collection
3.7 Method of Data Analysis
3.8 Questionnaire Administration and Distribution
4.0 DATA PRESENTATION, ANALYSIS AND INTERPRETATION
5.0 SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSION
5.1 Summary of Findings