Customers' Perception of Service Quality in Nigerian Hospitality Sector: Factors and Importance Performance Analysis | Dissertation Study

Running head: DISSERTATION
Customers’ Perception of Service Quality in Hospitality Industry in Nigeria
Name of the Student:
Name of the University:
Author’s Note:

1DISSERTATION
Acknowledgement
Thank you to all of those who have helped listened and encouraged me throughout this study. I
am indebted to my supervisor ......................... whose guidance, advice and patience have
been immeasurable. My sincere thanks to all members of the............... [Mention your
university/college name], both staff and students, whose continuous support have made this
thesis possible.
I would like to thank all of the participants in the study: students, teachers and Local Education
Authorities, for the time and help given throughout. Without their participation, this research
would not have been possible. In this context, I am also thankful to them, whose research work
helped me to execute this paper well.
Finally, I thank my family, without whom this thesis would not have been started or completed!
Your encouragement and support have never faltered; thank you.

2DISSERTATION
Abstract
The aim of the research is to study the perception of the customers of service quality in the
hospitality industry in Nigeria that underlies the idea of improving the service quality in the
Nigerian hospitality sector for ensuring better customer perception. Defective service quality has
given rise to difficulty for the Nigerian hospitality industry for retaining the valued customers.
Additionally, failure in understanding the needs and expectations of the customers hampers the
service quality. This is because the hospitality organizations in Nigeria are unable to prepare and
manage the employees, the management and the facilities that are offered in the hotel. The
research is significant because this will help in identifying the service quality required generally
in the hospitality sector in Nigeria. The relationship between customers’ perception of service
quality in the Nigerian hospitality sector thereby, determining the impact on each other.
Positivism philosophy, deductive approach, descriptive design and survey research strategy has
been preferred in this study. These methodological tools have been selected, as the research topic
demands the application of the mentioned methodological tools. Survey research strategy is the
most suited, as this allows gathering data from a large customer population of the Nigerian hotel
industry. Random probability sampling technique is used for selecting 113 samples out of the
large customer population. As a result, primary data collection process and quantitative data
analysis technique has been used that facilitated the use of IPA analysis for determining the
customer perception and importance at hotels in Nigeria.
From the results obtained in this section, it can be inferred that male and female customers aged
18-25 years and 36 years and above mainly for personal use along with additional uses such as
personal and leisure. The majority of the respondents is student and employed with an annual

3DISSERTATION
disposable income 50,000-200,000. On the other hand, the gap analysis results indicate
significant difference between the importance and performance of tangibility, facility and
customer service attribute of the hotels in Nigeria, as the value derived for the three attributes are
.000. Therefore, the hotels in Nigeria should consider and work towards mitigating the
importance and performance gap in order to develop positive customers’ perception about
service quality.

4DISSERTATION
Table of Contents
Chapter 1: Introduction....................................................................................................................7
1.0 Overview...........................................................................................................................7
1.1 Problem statement.................................................................................................................7
1.2 Research aim..........................................................................................................................8
1.3 Research objectives...............................................................................................................8
1.4 Research questions.................................................................................................................9
1.5 Research hypothesis...............................................................................................................9
1.6 Research rationale................................................................................................................10
1.7 Structure of the dissertation.................................................................................................10
1.8 Summary..............................................................................................................................12
Chapter 2: Literature review..........................................................................................................13
2.0 Overview..............................................................................................................................13
2.1 Concept of customers’ perception.......................................................................................13
2.2 Factors affecting customers’ perception..............................................................................14
2.3 Concept of service quality...................................................................................................15
2.4 Origin of Importance Performance Analysis (IPA).............................................................15
2.5 Reason of selecting Importance Performance Analysis......................................................20
2.6 Relevance with hospitality industry of Nigeria...................................................................21

5DISSERTATION
2.7 Service marketing in hotels.................................................................................................23
2.8 Summary..............................................................................................................................25
Chapter 3: Research methodology.................................................................................................26
3.0 Overview..............................................................................................................................26
3.1 Research outline...................................................................................................................26
3.2 Research philosophy............................................................................................................27
3.3 Research approach...............................................................................................................27
3.4 Research design...................................................................................................................28
3.5 Research strategy.................................................................................................................29
3.6 Sampling technique and sample size...................................................................................30
3.7 Identification of research variables......................................................................................31
3.8 Data collection process........................................................................................................32
3.9 Data analysis technique.......................................................................................................33
3.10 Ethical considerations........................................................................................................33
3.11 Accessibility issues............................................................................................................34
3.12 Summary............................................................................................................................35
Chapter 4: Data analysis................................................................................................................36
4.0 Overview..............................................................................................................................36
4.1 Descriptive analysis.............................................................................................................36
4.1.1 Demographics...................................................................................................................36

6DISSERTATION
4.2 Inferential analysis...............................................................................................................39
4.3 Summary..............................................................................................................................47
Chapter 5: Conclusion and recommendations...............................................................................48
5.0 Conclusion...........................................................................................................................48
5.1 Linking with objectives.......................................................................................................48
5.2 Recommendations................................................................................................................50
5.3 Future scope of the study.....................................................................................................52
References......................................................................................................................................54
Appendix 1.....................................................................................................................................61
Survey questionnaire.................................................................................................................61

7DISSERTATION
Chapter 1: Introduction
1.0 Overview
The increasing competition in the global economy has forced the business organizations in
the hospitality sector are emphasizing more on meeting and exceeding the expectation of the
customers. One of the best ways of standing out among the competitors is by delivering superior
service quality that helps in improving the reputation in the hospitality sector. Service quality is
one of the most significant and widely researched topics in the service industry as it is necessary
to ensure excellent service quality for the customers. The service industry represents majority of
the economy of the country in both developed and developing countries. As commented by
Mayorova and Lapitskaya (2016), customers’ perception of service quality plays significant roles
in the perception of the buyers of the product and service that adds value to the product thereby,
facilitating relationships. The best service provision can be achieved by developing an
understanding about the notion of perception of the customers. Service quality influences
reputation and the quality level determines the opinion of customers about an organization.
Customers are considered as one of the most important stakeholders, as they help in generating
revenues for the business sectors including hospitality sector.
Nigeria is a developing country that is striving to make its mark in the global economy.
Customers’ perception of service quality in Nigerian hospitality sector, as this allows gaining
competitive advantage, generating revenue and sustaining the competitive world (Jakada and
Gambo 2014).