MARKETING PRACTICES AND CONSUMER SATISFACTION IN THE HOTEL INDUSTRY (A CASE STUDY OF ABIA HOTEL LTD. UMUAHIA
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- NGN 5000
ABSTRACT
If management is to maximize customer satisfaction and resulting profits. It must recognize that components of satisfaction are of varying degrees of importance to the consumer. Also it must realize that these same factors huge wide variations in cost although they provide different levels of satisfaction. Consequently, management should adopt a marketing mix policy that will provide satisfaction and at the same time make profit. To do this, management should start by defend the characteristic needs, and want of its market and market segments so it can modify its service mix and communication strategy to serve that market segmentation is important both conceptually and practically because it allows the management to analyse and improve care of discrete part of the total consumer market. This form of market research can be expensive, time consuming and misleading. Though many hotels are already trying to monitor consumer satisfaction by soliciting suggestions and complaints. Management do not often see their hotels as a product but total services do meet the definition of something that satisfies a need for.
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