CUSTOMER ORIENTATION, SERVICE QUALITY AND CUSTOMER SATISFACTION IN THE HOTEL INDUSTRY IN GULU CITY

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dc.contributor.authorOJOK, GERALD
dc.date.accessioned2026-10-29T07:30:50Z
dc.date.available2026-10-29T07:30:50Z
dc.date.issued2026-10
dc.description.abstractCustomer orientation has evolved through shifts in business practices and consumer expectations, transitioning from product-centric approaches to a focus on long-term relationships. This evolution is particularly relevant in Uganda's growing hospitality sector, where understanding the impact of customer orientation on satisfaction is vital for enhancing competitiveness in the tourism industry. This study examined the effect of customer orientation and service quality on customer satisfaction in Gulu City’s hotel industry.Utilizing a descriptive and cross-sectional research design with a mixed-methods approach, data were collected from employees, managers, and customers of 314 registered hotels, with a sample of 169 hotels determined through Krejcie and Morgan's formula. Structured questionnaires and face-to-face interviews provided quantitative and qualitative insights, ensuring data reliability and validity through statistical analysis via SPSS.Findings indicated a high-level of customer satisfaction and implementation of customer orientation among hotels in Gulu City. The study found a significant positive relationship between customer orientation (customer centric orientation, product based orientation, relationship based orientation) and customer satisfaction in hotels in Gulu city. According to the result, all the dimensions of customer orientation, except product-based orientation have significant effect on customer satisfaction in hotels in Gulu city. Service quality has a significant mediating effect on the relationship between customer orientation and customer satisfaction in the hotels in Gulu city.12The study concludes that customer orientation is crucial for ensuring customer satisfaction with interplay of service quality. To enhance customer satisfaction in Gulu City's hotel industry, it is recommended that hotels strengthen their customer-centric strategies by prioritizing relationship-building and continuous improvement of service quality. Additionally, investing in staff training to better understand and meet customer needs will further elevate the guest experience and loyalty.
dc.identifier.urihttp://hdl.handle.net/20.500.14270/1049
dc.language.isoen
dc.publisherGulu University
dc.subjectCustomer Orientation
dc.subjectService Quality
dc.subjectCustomer Satisfaction
dc.subjectHospitality Industry Gulu City.
dc.titleCUSTOMER ORIENTATION, SERVICE QUALITY AND CUSTOMER SATISFACTION IN THE HOTEL INDUSTRY IN GULU CITY
dc.typeThesis

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