Abstract:
The study set out to examine the relationship between Total Quality Management Practices and
customer satisfaction in hospitality industry in Uganda, focusing on the selected hotels Makindye
Division, Kampala District as a case study. The study used three specific objectives: To identify
the total quality management practices that are implemented by the four selected hotels; the level
of customer satisfaction and the relationship between total quality management practices and
customer satisfaction in the selected hotels in Makindye Division, Kampala District. The study
used a population of 170 selected from managerial and non-managerial staff of the selected
hotels and a sample of 119 was selected using Neumann’s formula, but 110 respondents returned
the questionnaires representing a response rate of 92.4%. A Cross Sectional research design was
employed and both qualitative and qualitative approaches of data collection and analysis were
used. Data were analysed using descriptive statistics, Pearson correlation and Regression
analysis such as model summary, ANOVAs and coefficients were also used to test the
relationship between the variables. Correlation analysis was undertaken to measure the strength
of the linear association between Total Quality Management Practices and Customer Satisfaction
in the selected hotels. The correlation coefficient between the main study variables was 0.798,
P<0.000, this indicates that there is a positive significant correlation coefficient between TQM
practices and Customer Satisfaction in the selected hotels in Makindye Division, Kampala
District. Multiple regression result showed that TQM practices are positively and significantly
related to customer satisfaction (H1). Further, TQM practices explained up to 79.8% of the
variance in customer satisfaction of the selected hotels. The study concluded multiple linear
regression analysis established that implemented TQM and customer satisfaction levels
influences customer satisfaction in the selected hotels. The study recommends that hotels should
focus more attention to customers’ satisfaction and sustainability by identifying their needs
through feedback mechanism. Hotels need to continuously improve their products, services, and
processes to remain competitive and be able to maintain a work space that is organized and
clean, promoting enhanced functionality, efficiency, and productivity.
