Abstract
Star Rated hotels have an above average responsibility to offer the highest international standards, but the non-star classified hotels manage their own service strategies in a very competitive market under the watch of the various licensing and regulating government agencies. These classes of hotels are subjected to public evaluation in which customer referrals are their main source of future business. This study analyzed the influences of extended marketing mix on customer satisfaction in the hospitality industry in Meru Municipality. The study was guided by three objectives: - to assess the influence of People on customer satisfaction, to determine the influence of Process on customers and to establish the influence of Physical Evidence on customer satisfaction in classified non-star Hotels in Meru Municipality. The study used a descriptive research design while the sample size was 550 internal and external customers from the 47 licensed classified non-star Hotels in Meru Municipality as of February 2011. Data was analyzed using descriptive and inferential statistics. The study concludes that Process marketing mix has a significant influence and recommends further study to investigate why physical evidence and people mix has no significant influence on customer satisfaction in the non-star classified hotels in the hospitality industry
GITAU PAUL MUCAI , ERICK KITHINJI MBAEH, ADEN ISSACK NOOR. (2013) Extended Marketing Mix and Customer’s Satisfaction in Classified Non-Star Hotels in Meru Municipality Kenya, International Review of Management and Business Research, Volume 2, Isuue 3.
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