CHAPTER ONE

INTRODUCTION

1.1 Background to the study

Globally, the tourism and hospitality industry, including coastal hotels, is a critical driver of economic growth, with the sector contributing nearly 10% of the world’s GDP and employing one in ten people worldwide (World Travel & Tourism Council, 2023). The delivery of quality customer service in coastal hotels is influenced by several key determinants, with leadership playing a central role. Leaders in the hospitality industry are responsible for fostering a culture of service excellence and ensuring that employees are well-trained and motivated to meet or exceed customer expectations. Tsaur et al. (2021) emphasizes that leadership is one of the primary determinants in shaping the overall service quality in hotels, where transformational leadership is linked to improved employee performance and customer satisfaction.

As consumer expectations rise globally, coastal hotels are increasingly pressured to deliver personalized and unique experiences. For instance, a report by Statista (2023) revealed that 72% of travelers globally prefer personalized services, such as customized tours and activities, which has pushed hotel leaders to adopt more innovative strategies. In addition, with the rise of technology in hospitality, customer service is heavily influenced by the integration of digital platforms for booking, guest feedback, and online reputation management. According to the 2022 Hospitality Technology Report, 63% of hotel leaders globally indicated that digital transformation is crucial to improving service quality.

Globally, the hospitality industry is highly competitive, with coastal hotels representing a significant portion of tourism and leisure experiences. Key determinants of service quality in this context include staff training, communication, and leadership styles. Leadership, in particular, plays a pivotal role in shaping the service culture, setting the tone for customer interaction, and fostering an environment that prioritizes excellence in service delivery. According to Zeithaml et al. (2018), effective leadership practices in hotels often influence employee performance, shaping how well service expectations are met and ensuring consistent quality. Additionally, customer expectations in the global hotel market have evolved, with a growing emphasis on personalized services, sustainability, and digital engagement.

In coastal hotels, technology plays a crucial role in enhancing the guest experience by offering seamless pre-arrival, on-site, and post-departure services. Coastal hotels in developed regions like the United States and Europe, for instance, have integrated smart room technologies and mobile applications to provide guests with convenience and efficiency (Kandampully et al., 2018). Conversely, hotels in less developed coastal areas face challenges due to limited technological infrastructure, highlighting the disparities in service quality across different global contexts (Chathoth et al., 2016).

In Africa, coastal hotels are an essential part of the tourism sector, attracting millions of international and local tourists each year. As noted by Agboola et al. (2017),  African coastal hotels are increasingly focusing on providing personalized services, a key driver of customer satisfaction, which is essential for competing in a globalized tourism market. Leadership strategies that emphasize staff empowerment, effective communication, and cultural sensitivity are particularly important in Africa, where diverse customer expectations require a high level of adaptability and awareness (Musa, 2015). Furthermore, as African coastal destinations grow in popularity, the pressure to maintain competitive service standards has increased, requiring leaders to adopt innovative approaches to training, service delivery, and technology integration.

Also, Coastal regions such as Zanzibar in Tanzania, Mombasa in Kenya, and Cape Town in South Africa are prominent tourist destinations, attracting both international and domestic travelers. In these regions, service quality is often determined by factors such as staff professionalism, the cleanliness and appeal of facilities, and cultural responsiveness. For instance, studies in East Africa highlight that customer satisfaction in coastal hotels significantly depends on the integration of local culture and traditions into service offerings, providing guests with a unique and immersive experience (Kieti & Akama, 2021). Furthermore, environmental sustainability plays a pivotal role, with eco-conscious travelers preferring hotels that implement practices to preserve fragile marine ecosystems and minimize their carbon footprint. Hotels in Zanzibar and the Seychelles, for example, have gained global recognition for combining luxury with environmental stewardship (Mbaiwa et al., 2019).

In Africa, coastal hotels contribute significantly to the continent’s growing tourism sector, which accounted for $169 billion or 7.1% of GDP in 2019, with countries like Kenya, South Africa, and Mauritius leading the way (WTTC, 2021). Service quality is driven by the ability to merge natural and cultural attractions with modern hospitality standards. In East Africa, for example, coastal hotels in Mombasa and Zanzibar achieve 85% occupancy during peak seasons by incorporating local traditions into their service offerings, such as Swahili-inspired dining and cultural performances (Kieti & Akama, 2021). However, challenges such as inadequate infrastructure and low-skilled labor persist, with 60% of hotels in sub-Saharan Africa reporting a need for improved staff training to meet international standards (AFDB, 2020

The hospitality sector heavily relies on interpersonal interactions, making well-trained and motivated staff vital for customer satisfaction. In regions such as Mombasa, research reveals that investment in staff training programs and incentive systems directly correlates with higher levels of guest satisfaction (Ndubisi et al., 2021). However, the industry faces challenges such as a lack of skilled labor and high staff turnover, which undermine service consistency.Moreover, African coastal hotels often cater to a diverse mix of domestic and international tourists, each with varying expectations. For example, African hotels need to be particularly mindful of the growing importance of sustainability and eco-tourism, which is reshaping the hospitality industry’s global trends (Jabari, 2019).

In Africa, coastal hotels face unique challenges and opportunities in delivering quality service. The African tourism sector is expanding rapidly, with coastal destinations such as Cape Town, Zanzibar, and Dakar attracting millions of tourists annually. According to the World Bank (2020), tourism in Africa grew by 5.6% in 2019, higher than the global growth rate of 3.5%, and this growth is expected to continue post-pandemic. However, African coastal hotels must address challenges such as limited infrastructure, fluctuating electricity supply, and the need for employee training. Employee competence , service environment & employee responsiveness, have been shown to impact service quality, with leaders who empower their staff and emphasize customer satisfaction achieving higher service ratings.

According to a report by the African Development Bank (2021), 55% of African hotels are now incorporating sustainable practices into their operations to meet the demands of environmentally conscious tourists. This includes waste reduction, energy-efficient systems, and promoting local culture and heritage, which contribute to the overall customer experience and service delivery. Despite these efforts, the hospitality sector still faces infrastructural and economic challenges that can hinder consistent service quality, but strong leadership is crucial to overcoming these barriers and ensuring that customer service remains high.

In Cameroon, Coastal cities like Limbe and Kribi are renowned for their picturesque beaches, vibrant ecosystems, and cultural festivals, attracting both domestic and international tourists. A critical determinant of service quality in these regions is the ability of hotels to integrate Cameroon’s rich cultural heritage into their offerings. Hotels that incorporate local cuisines, art, and traditional practices into their services often stand out in providing authentic experiences that appeal to tourists (Fonjong et al., 2020). Additionally, the physical attributes of the hotels, including cleanliness, maintenance, and the accessibility of facilities, significantly impact customer satisfaction. For instance, the availability of well-maintained beachfront facilities in Kribi enhances the overall experience of guests and establishes these hotels as competitive players in the market (Nsangou & Fokou, 2021).

Despite the country’s developing digital infrastructure, some hotels have embraced online booking systems, mobile payment platforms, and social media engagement to enhance guest convenience. The adoption of mobile money services, such as MTN Mobile Money and Orange Money, has proven particularly transformative, enabling seamless payment solutions for both local and international visitors (Njoya & Tchouamou, 2022). However, many coastal hotels, especially smaller establishments, face challenges such as limited internet connectivity and insufficient technical expertise, which restrict their ability to fully leverage technology.

The level of professionalism, courtesy, and cultural awareness demonstrated by hotel staff directly influences guest perceptions. In cities like Limbe, studies have shown that employee training and development programs are critical to ensuring consistent service standards (Ebot et al., 2019). However, the sector faces challenges such as inadequate training facilities and high staff turnover, which can negatively affect service delivery. To address these issues, collaborations between the government, tourism boards, and educational institutions are essential to develop specialized hospitality training programs. For example, the Cameroon Tourism Training Institute (CATT) has been instrumental in equipping hotel staff with the skills needed to meet the expectations of diverse clientele. Despite these advancements, infrastructure challenges persist, with approximately 40% of coastal hotels lacking adequate waste management systems, which negatively impacts guest satisfaction (Ebot et al., 2019). Staff professionalism also plays a crucial role; in Limbe, hotels with well-trained employees report a 15% higher retention rate of repeat customers compared to those without training programs (Mbella, 2020).

1.2 Statement of the Problem

Despite the growth of the tourism sector, especially in coastal regions like Limbe and Kribi, many hotels continue to face challenges in meeting the rising expectations of both international and domestic visitors. Employee competence, or the lack thereof, is a critical issue in the service delivery process. Studies such as those by Ngwa et al. (2021) indicate that the gap in employee skills and training directly impacts the quality of service, with many hotel staff lacking the necessary technical and interpersonal skills to meet customer expectations. Inadequate training, coupled with limited career development opportunities, often results in inconsistent service delivery, leading to lower customer satisfaction. Furthermore, the service environment, which includes factors like hotel cleanliness, ambiance, and overall facility maintenance, also plays a crucial role in customer satisfaction. Yelios et al. (2020) reveals that in coastal hotels across Africa, environmental factors, including the quality of hotel facilities and comfort, account for nearly 30% of customer satisfaction ratings.

In Cameroon, however, the hospitality infrastructure in many coastal areas is underdeveloped, and issues like unreliable utilities, poor waste management, and inadequate maintenance persist, diminishing the overall guest experience. These environmental deficiencies, combined with the slow pace of modernization, result in hotels failing to match international standards, hindering the competitiveness of the sector. Additionally, employee responsiveness referring to the willingness and ability of staff to address customer needs promptly remains another pressing challenge. According to Tchouankeu et al. (2020), the responsiveness of employees in many Cameroonian coastal hotels is subpar, as staff often lack the training to handle guest complaints effectively or to anticipate and meet customer needs proactively. This lack of responsiveness often leads to guest frustration and dissatisfaction, further compounding the issue of low service quality.

Despite the growing recognition of these challenges, limited efforts have been made to address the underlying problems systematically. While some hotels have invested in staff training programs and upgraded facilities, these efforts remain sporadic and insufficient, with many hotels still struggling to maintain consistent service quality. A survey conducted by the Cameroon Hotel Association (2022) found that only 35% of hotels in coastal regions have established comprehensive employee training programs, and even fewer (around 15%) regularly evaluate the effectiveness of these programs. Furthermore, the government and private sector have made limited investments in enhancing the infrastructure of coastal hotel areas, with many regions still grappling with basic service issues like water and electricity shortages, which negatively impact service delivery.

1.3 Research Questions

1.3.1 Main Research Question

What are the determinants of customer service quality delivery in hotels in limbe?

1.3.2 Specific Research Questions

What are the factors influencing customer service delivery in a 2-star hotel in limbe?

What are the key drivers of customer service delivery in a 3-star hotel in Limbe?

What are the factors influencing customer service delivery in a 4-star hotel in Limbe?

1.4 Research Objective

1.4.1 Main Research Objective

To assess the determinants of customer service quality delivery in hotels in Limbe.

1.4.2 Specific Research Objectives

To identify and analyze the factors influencing customer service delivery in a 2-star hotel in Limbe.

To examine the drivers of customer service delivery in a 3-star hotel in Limbe.

To explore the factors influencing customer service delivery in a 4-star hotel in Limbe.