Consumer loyalty is a good measure of the quality of services

08Feb 2019
Editor
DAR ES SALAAM
The Guardian
 Consumer loyalty is a good measure of the quality of services

Customer satisfaction enhances customer loyalty in hotels.Customer retention is achieved by involving customers in improving the quality of services offered by a hotel. Moreover, customers feel appreciated when they realize that the hotel is committed to improving their experience. However, the

major factors that influence satisfaction include the quality of services offered by a hotel as well as customer relationship management. 

Basically, customer dissatisfaction is mostly caused by offering low quality products and services to customers. Customer satisfaction assumes an imperative part of your business.

Consumer loyalty is a good measure of the quality of services offered to customers. Hotels can create strategies to improve the quality of their services and products by measuring the level of their customers’ loyalty. The main difficulty facing most industries is the ability to continue satisfying their customers while at the same time making huge profits. Competition puts pressure on many hotel services providers to provide quality services. Moreover, competition enhances many innovations that are focused on satisfying customers. Along these lines, it is important for hotels to come up with their own unique ways to meet the needs of their customers while at the same time making ample profit.

According to World Bank report,   Tanzania is expected to tap US $ 16 billion from the tourism sector by 2025, while currently the sector contributes $2.4bn to the economy.  The WB report shows that by 2025, Tanzania will receive eight million foreign visitors compared to the current 1.5 million tourists arriving in the country each year.

In the same vein, tourism  in the Gross Domestic Product (GDP) would rise from the current 17.5 per cent to 32 per cent if the private sector and the government will work together and invest heavily in conference tourism, a senior government official has said.  The private sector can partner with the government to build state-of the-art Convention Centres that contain hotels and other business facilities to attract more tourists.  Conference tourism is the best solution that will help Tanzania to receive more tourists than depending only on national parks.  Having large tourism conference centres will enable the country organised major international conferences and exhibitions bringing together tourism stakeholders from across the globe.

Tourism directly employs close to 600,000 Tanzanians and up to 2 million citizens indirectly.  The country’s  tourism sector ranked 93th globally and 8th in sub-Saharan Africa according to World Travel  and Tourism Competitive report (WTTC, 2015).Tanzania is the ideal destination for tourism investment opportunities owing to its peacefulness, natural resources, strategic geographical location and access to the global market . According to the five-year marketing blueprint rolled out in 2013, Tanzania expects to welcome two million tourists by the close of 2017, boosting the tourism revenue from the current $2 billion to nearly $3.8 billion.

 Tanzania is recognized as the leading safari destination in Africa. Two of the most outstanding sites of natural beauty in the world, Serengeti and Mt Kilimanjaro, are found in the country.Tanzania is a home to 7 World Heritage Sites recognized by UNESCO, including Kilimanjaro National Park, Selous Game Reserve, Ngorongoro Crater Conservation area and Serengeti National Park, The Protected Cultural Sites include Kondoa Rock sites, Kilwa Ruins of Songo Mnara and Stone Town(Zanzibar).

 Tourism is a leading foreign exchange earner, presently out-performing the   gold industry. In 2015 it attracted an income of USD 2.04 billion up from 1.90 billion in 2014. The country’s hospitality and tourism industry has been challenged to stop running their businesses in the same manner as in previous years but instead become more creative and aggressive.