The Effect of Supply Chain Management Systems (SCMS) on Customer Satisfaction in the Hotel Industry in Ghana: The Case of Selected Hotels in the Sekondi-Takoradi Metropolis

Corresponding Author: Renas Ayebono Atanga The ultimate goal of a SCM system is to integrate various members of the Supply Chain (SCM) in a seamless manner to achieve high level of customer satisfaction and thus a long-term competitive advantage. Thus, the fact remains that the concept of SCM if properly applied to the hotel industry will augment customer satisfaction. The research therefore seeks to investigate the effect of supply chain management systems (SCMS) on customer satisfaction in the hotel industry in Ghana. Structured close-ended interviewer-administered questionnaire was used to collect primary data developed. One hundred and forty (140) respondents were used for the study. Descriptive statistics, multiple response analysis and Chi Square test of association are the statistical tools used to examine the data. Among other things, the study results reveal that “Hotel guides convenience of location”, “security, Sensitivity and attention to customer needs”, “reliability service and attractiveness”, and “cleanness comfort and environment” are the major or the key factors that influence customers hotel choice in Sekondi-Takoradi Metropolis. Further, “cost reduction” is a greatest benefit to be achieved from the adaption of SCM systems students’ it is also evident from the study that “Conflicting organizational structures and culture”, “Inadequate measurement systems”, “Information system and technological incompatibility”, “Poor collaboration among chain partners”, “Internal and external turf protection” and “Misalignment of motives and behaviors” are challenges that exist in the use of SCM system in achieving customer’s satisfaction and lastly it was justified from the study that there is no relationship that can be establish between supply management system on customer satisfaction and the key factors that influence customers hotel choice.


INTRODUCTION
The hotel industry has been one of the most closely competed industries especially in the 21st century (Gundersen, Heide and Olsson, 1996). The hotel industry is growing fast in global economies; where international hotel chains are opening branches to reap the market rewards from this competitive industry. In avoiding the possibility of business failure, small to medium enterprises in developing countries are encountering intensifying compression to upsurge the pleasure offered to customers (Jana and Chandra, 2016).
Customer satisfaction has become an important aspect of the hotel industry. Unlike other industries, the hotel industry flourishes due to its capability to retain its Customers Jana & Chandra (2016).
In situations whereby customers are satisfied with products or brands, they are most likely to become loyal customers and "The Effect of Supply Chain Management Systems (SCMS) On Customer Satisfaction in the Hotel Industry in Ghana: The Case Of Selected Hotels In The Sekondi-Takoradi Metropolis" keep spreading good words of the hotel (Gundersen, Heide and Olsson, 1996). Also, customers feel appreciated when they realize that the hotel is committed to improving their experience Gundersen, Heide and Olsson, 1996). Customer Satisfaction is related with the achievement of customers' requirements or needs; the customer should feel that his needs, desires and expectations have been met or exceeded (Luo and Homburg 2003). According to Jana & Chandra (2016), customer satisfaction is now the crux of the hotel industry.
Customers are now more knowledgeable and connected making customer service more thrilling in recent times, the social media, online customer reviews, messages forums and the power of internet search are tipping and shifting the balance of power in their favour, Kangogo et al (2013). Luo and Homburg (2007) resolved that customer satisfaction enhances institutional lucrativeness. Manha & Tukamushaba (2015), hold on to the assertion made above. The authors state that "customer satisfaction has become widely accepted as a critical notion in marketing and has been used as a yardstick for determining a company's performance. Customer satisfaction is frequently used as an indicator of qualityespecially when determining the quality of customer service.
The concept of Supply Chain Management (SCM) was introduced in the 1980s and today due to the attention given to Supply Chain Management the definition has gone through a substantial number of changes. Christopher and Ryals (1999) stated that an effective SCM system is a powerful tool to achieve competitive advantage for all members in the supply chain. According to Tan (2001), the ultimate goal of a SCM system is to integrate various members of the Supply Chain (SCM) in a seamless manner to achieve high level of customer satisfaction and thus a long-term competitive advantage.

Customer Satisfaction
A customer is said to be satisfied when his expectations are met and this is largely influenced by the value of customer care provided by the organization, (Kotler1995). Customer satisfaction is the art of making the customer happy by listening to them and responding to their needs (Zhang et al., 2003). Kotler (1995) again noted that the process of customer care means delivering quality service that can satisfy the customer. Customer satisfaction involves managing the business with the prime intention of satisfying customer needs rather than the needs of management (Herrmann, Huber and Braunstein, 2000). Customer satisfaction is typically defined as a post consumption evaluative judgement concerning a specific product or service (Gundersen, Heide and Olsson, 1996). Customer satisfaction, according to Kotler (1995) is a psychological concept that involves the feelings of well-being and pleasure resulting from gaining what a person hopes for and expects from a product and /or service.

Factors That Influence a Customer's Hotel Choice
A report by Kandampully and Suhartanto (2000)  therefore, employee's ability to solve problems efficiently and accurately is the most important factor in maintaining customer satisfaction level.

Strategies
The benefits of SCMS are, increased inventory turnover, increased revenue and cost reduction across the chain, Christopher and Ryals, 1999).

Management Strategies
The barriers of SCMS can be grouped under one of two headings: "inter-firm rivalry" and "managerial complexity"

RESULTS AND DISCUSSION
From percent of the respondents has worked in the hotel industry for 5-9 years, while minority of the respondents recording 5.7 percent has worked in the hotel industry for 16-20 years.  Whiles "Customer attention and innovativeness", "24 hours front desk services and after sales service", and "Guess room, restaurant, bar, s luxury or wellness service" are also the second major factors that influence a customer hotel choice with a respective agreement percentages of 81, 84 and 80.
Lastly, "High prices for accommodation", "Customer neglect", "Efficient and timely delivery of service", "Parking space", and "employee's ability to solve problems efficiently and accurately and courtesy/friendliness of staff" are the minor factors that influence customer's hotel choice. A report   Table 3 shows the benefit to be achieved from the adaption of  From Table 4 In short, inter firm rivalry is the tendency for allying partners to compete rather than willingly cooperating.
To justify if there is an association between supply management system on customer's satisfaction and the key factors that influence customer's hotel choice.
H 0 : There is no association between supply management system on customer's satisfaction and the key factors that influence customer's hotel choice.

H 1 :
There is an association between supply management system on customer's satisfaction and key factors that influence customer's hotel choice.

CONCLUSION
This study sought to investigate the effect of supply chain whiles, a smaller proportion of the respondents were Hotel staff. Moreover, "Hotel guides convenience of location", "security, Sensitivity and attention to customer needs", "reliability service and attractiveness", and "cleanness comfort and environment" are the major or the key factors that influence customers hotel choice in Sekondi-Takoradi Metropolis again, "Customer attention and innovativeness", "24 hours front desk services and after sales service", and "Guess room, restaurant, bar, s luxury or wellness service" are also the second major factors that influence a customer hotel choice in Sekondi-Takoradi Metropolis whiles, "High prices for accommodation", "Customer neglect", "Efficient and timely delivery of service", "Parking space", and "employee's ability to solve problems efficiently and accurately and courtesy/friendliness of staff" are the minor factors that influence customer's hotel choice.
Further, cost reduction is a greatest benefit to be achieved from the adaption of SCM systems students' again, the second benefit to be achieved from the adaption of SCM systems in enhancing customer satisfaction in the hotel industry are "Increased revenue", "Unique product features", "Market responsiveness", "Cost competitiveness" and "Superior quality" whiles, "Satisfaction of all supply chain members", "increased inventory turnover", "Shorter order cycles", "Flexible customer response", "enhanced delivery performance", "better asset management" and "Superior channel relationship" are regarded as a low benefit to be achieved from the adaption of SCM systems in enhancing customer satisfaction in the hotel industry in Sekondi-Takoradi Metropolis. In addition , it is evident from the study that "Conflicting organizational structures and culture", "Inadequate measurement systems", "Information system and technological incompatibility", "Poor collaboration among chain partners", "Internal and external turf protection" and "Misalignment of motives and behaviors" are challenges that exist in the use of SCM system in achieving customer's satisfaction and lastly it was justified from the study that there is no relationship that can be establish between supply management system on customer satisfaction and the key factors that influence customers hotel choice.