Loading ....


THE IMPACT OF MARKETING MANAGEMENT FUNCTION IN HOSPITALITY INDUSTRY

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 chi-square 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 & 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


NOTE: To have an access to Download this material please contact Us On
+234-903-685-7618, Any Time
Or Or Locate us at pam industrial estate Block 4 Makurdi, Benue State

Click here to make a payment Online or get Payment details