Effect of service quality on occupancy levels at Molopo Lodge in Mafikeng, South Africa.

Abstract

Molopo Lodge in Mafikeng, North-West Province, experiences difficulties in maintaining consistent service quality, thus culminating in a fluctuation in return visits. Consequently the purpose of the study was to determine whether service quality levels have an effect on inconsistent occupancy levels. Relevant literature was reviewed with respect to customers and service quality expectations, related to consistent occupancy levels. Hospitality establishments aim to ensure consistent service quality levels. One such requirement is to have a reliable system which caters to meet a certain standard. A questionnaire was designed and used to collect data from 163 purposely, conveniently chosen respondents. The results of the data analysis reflected the direct effect of service quality on occupancy levels. The results of the regression analysis proved that providing quality service would have a positive impact on overall customer experience. Thus, the results of the empirical findings confirmed the existing body of literature regarding the relationship between service quality dimensions and overall experience. Customers overall experience is dependent on good service quality, which has a potential for driving more consistent occupancy levels at the Molopo Lodge and other similar enterprises.

Keywords

• service quality
• destination marketing
• overall experience
• customer satisfaction
• customer loyalty