The effect of service quality on customer satisfaction in Jinja hotels, A case study of Jinja Nile resort.
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Date
2026
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Busitema University
Abstract
The research study examined the effect of service quality on customer satisfaction Jinja in hotels, with a major focus on Jinja Nile Resort Hotel in Uganda. The study, guided by the SERVQUAL model, examined three major dimensions of service quality: reliability, responsiveness, and assurance and their influence on customer satisfaction. By adopting a quantitative cross-sectional design, data were collected from 55 respondents comprising hotel staff and guests using
structured questionnaires and interview questions. The findings demonstrated that all three dimensions positively and significantly influence customer satisfaction, with responsiveness showing the strongest effect (R² = 0.659), followed by assurance (R² = 0.632) and reliability (R²= 0.613). Respondents rated professionalism, prompt service, and dependable delivery highly, though complaint handling showed room for improvement. The study concludes that increasing sustaining customer satisfaction and loyalty. This research study is expected to contribute evidence-based insights into service quality and customer satisfaction in Uganda’s hospitality sector, offering recommendations for hotel managers, policymakers, and industry stakeholders
to increase and boost the development of Uganda’s hospitality industry through enhanced service quality and customer satisfaction.
Keywards: Service quality, customer satisfaction, Jinja hotels, Jinja Nile Resort, quantitative cross-sectional
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Otuta, John. (2026). The effect of service quality on customer satisfaction in Jinja hotels, A case study of Jinja Nile resort. Busitema University. Unpublished dissertation.