The Influence of Customer Service Features on Customer Retention: A Case of Cofkans Hotel.

Abstract

Organizations in the hospitality industry are employing various strategies to retain customers to their facilities due to the increasing competition in the industry and the complexity of customers demand. One key strategy is to ensure efficient customer service to patrons of hotels. This study examines the influence of customer service features on customer retention in one of the prestigious indigenous hotels in the Obuasi municipal-Cofkans hotel. The study used a qualitative design to understand the effects of customer service features from two stakeholders, guest and employees of the Cofkans hotel. A sample of fifteen (15) respondents were obtained via purposive and convenience sampling. An interview guide was used as a research instrument to obtain guests and employees experience on the customer service features and its influence on their retention. The ethically obtained data was analysed using Thematic analysis and the results presented with quotations to support the themes. The findings indicated that customer service features such as professionalism, empathy, responsiveness, communication, friendliness, customer reward and product knowledge were reported to be important characteristics which when practiced and harnessed will ensure greater retention of customers. Also, it was found that there were challenges that limit employees from delivering at the zenith, effective customer service features including; resource constraints, poor recruitment and selection practices of employees and lack of adequate training.