AN EVALUATION OF CUSTOMER SATISFACTION AND SERVICE QUALITY ATRAYFIELD RESORT, PLATEAU STATE, NIGERIA
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Abstract
This study investigated customer satisfaction at Rayfield Tourism Resort, a prominent touristdestination in Jos, Plateau State, Nigeria. A mixed-methods approach was employed, combiningliterature review, direct field observation, structured oral interviews, and questionnairesadministered to 120 visitors. Respondents were selected using purposive sampling based on theirattendance at the resort during the study period. Data were analyzed using descriptive statisticaltechniques. Findings revealed a mixed assessment of the resort’s performance. Seventy-five percent of respondents expressed strong appreciation for the resort’s natural beauty, tranquilatmosphere, and picturesque landscape, underscoring the importance of environmental aestheticsin leisure tourism. Similarly, 68% reported satisfaction with staff friendliness and professionalism,highlighting the role of frontline employees in shaping visitor experiences. However, significantdeficiencies were identified in service delivery and infrastructure. Sixty per cent of surveyedtourists expressed dissatisfaction with the state of physical amenities, describing them asinadequate or poorly maintained. The study concludes that Rayfield Tourism Resort’s inadequatefacilities management and substandard service provision reduce visitor satisfaction and limit itscompetitiveness. It recommends urgent investment in upgrading existing amenities, expandingrecreational activities, and improving sanitary conditions to align with international hospitalitystandards. Strengthening infrastructure and service delivery will enhance customer satisfaction,attract a larger tourist base, reinforce the resort’s reputation, and contribute meaningfully totourism development in Plateau State and Nigeria.
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