Revue internationale des sciences économiques et de gestion

Total Quality Management (TQM) Analysis of its Impact on Customer Utility and Retention in the Hospitality Industry. Evidence from Developing Economy (Ghana)

Abstract

Bimpong Patrick

In the hospitality industry, service delivery has received a lot of attention due to the fact that the industry is becoming increasingly competitive.
This paper presents an empirical quantitative result on the effect of Total Quality Management on customer satisfaction and
retention. The descriptive research design was employed to conduct the whole study. The sample size for the study was 81 which consist
of the customers, management and non-management staff of selected hotels in Western Ghana. Quota sampling and purposive sampling were
employed to select the respondents. Logistic regression, ordinary least square, and relative performance index were the tools used to analyze
the data. The study reveals that total Quality Management positively affects customer satisfaction and retention. The results further indicate
that lack of resources, lack of evaluating procedure, benchmark indices, and lack of commitment from top-level management are the
moderate challenges of Total Quality Management in the hospitality industry in Western Ghana.