IMPACT OF CUSTOMER COMPLAINTS ON MARKETING PERFORMANCE IN THE SERVICE INDUSTRY: THE CASE OF A CITY HOTEL IN A DEVELOPING COUNTRY

In the competitive hospitality sector of developing countries like Ghana, where tourism growth amplifies guest expectations for service excellence, effective management of customer complaints plays a pivotal role in shaping marketing performance indicators such as customer satisfaction, loyalty, repeat patronage, online reputation, and overall revenue sustainability. Poorly handled complaints can trigger negative word-of-mouth, declining ratings, reduced occupancy, and long-term brand damage, whereas proactive resolution fosters enhanced loyalty and competitive advantage. This study focuses on Accra City Hotel as a representative case in Ghana's urban hospitality market. It aims to: Evaluate the influence of customer complaints on the hotel's marketing performance, including metrics like guest retention, satisfaction levels, and reputational outcomes. Identify practical strategies and mechanisms to bridge the gap between customer complaints and improved marketing performance. Investigate additional customer service activities and enhancements desired by guests to further boost overall satisfaction and service quality.