Faculty of Marketing and International Business

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The Faculty has established itself as the major trainer and churned out a number of highly skilled and professional graduates in the marketing and international business field.

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Browsing Faculty of Marketing and International Business by Author "Kiryowa, Godfrey"

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    Improving Guest Complaint Management in Sienna Beach Hotel.
    (2023) Kiryowa, Godfrey
    This study sought to examine on how to improve guest complaint management in sienna beach hotel Entebbe. The study adopted a cross sectional research design and simple random sampling to gather data from 28 respondents who were the employees of the hotel. This study focused on establishing the challenges faced by the hotel staff when staff when dealing with customer complaints, the importance of having solving customer complaints and the strategies used in solving these complaints. The study revealed that customer complain on a number of things and that staff get challenges when dealing with the complaint. This is a positive attitude because a problem revealed is partly solved than customers leaving minus sharing their complaints. Therefore, the management of the hotel can benefit from such information by getting appropriate strategy for each complaint. The study also revealed how important are customer complaints to the hotel in terms of improving the quality of services of the hotel, attracting customers and improving on the customer loyalty. The study also heighted on a number of strategies the hotel can adopt the deal with customer complaints in an efficient and effective manner. These strategies are categorized as those that focus on customers, human resource related strategies, service recovery strategies, organisation structure strategies among others. The hotel can therefore, adopt a combination of these to solve the complaints. A key recommendation is that the hotel should invest and focus on putting in place a number of complaint management strategies since the study established that a number of complaints occur and that employees lack enough support while trying to overcome the challenges. in terms providing training for skills development, authority and decision making. The Hotel should also put in place well-established service recovery management strategy in form of a policy that clearly show the guideline to be followed when dealing with a specific customer complaint The limitations for this study were that, the sample for this study is based on one hotel and using employees as key respondents and cross sectional in nature. In addition, the present study employed qualitative techniques, therefore, future studies can consider the entire hotel sector in Uganda, consider all employees and customers as unit of inquiry and also employ quantitative or both qualitative and quantitative or a case study method for design and analysis of information.