The Impact of Service Quality on Guest Satisfaction in Resorts among the 6 th

District of Batangas Province

A Thesis Presented to the Faculty of College of International Tourism and

Hospitality Management Lyceum of the Philippines University- Batangas

In Partial Fulfillment of the Requirements for the Degree Bachelor of Science in

International Hospitality Management Specialized in Cruise Line Operation Culinary
Arts

Kharelle Anne Louise Delica

John Roderick Bautista
Iana Jean Bulasag
Jewel Sarmiento
Gabriel Trivino

OCTOBER 2023
 CHAPTER 1

INTRODUCTION

Think about entering the lobby of a hotel. The staff welcomes you with grins as

warm as the welcome drink in their hands, and the air is aromatic and the music is

calming. You are put at ease right away since you know that your pleasure and comfort

are their top priorities. This is the essence of the hospitality industry's service quality

power. Expectations from guests are higher than ever in the competitive travel market of

today. They are looking for experiences that will make them feel cherished, appreciated,

and ready to return, not just cozy beds and spotless rooms. At this stage, the quality of

the service acts as the unseen host, influencing each touch point along the way and

eventually dictating how satisfied the guests are.

Nowadays, hospitality venues are turning themselves into remote working

hotspots for locals and traveller’s alike. As explained by Vedika Bhaia (2022).,

workcations’ are becoming entrenched in many nations. Workcations combine work and

vacation – booking a mountain cabin for a week while working a full-time job remotely,

for example – and became popular early in the pandemic, as many knowledge workers

fled cramped apartments during lockdowns. Workcations are an evolution of ‘bleisure’:

travel that combines business trips with leisure trips. This study involves delineating

crucial variables. The self-reliant factor, service quality, is defined operationally through

metrics like responsiveness, reliability, assurance, empathy, and tangibles, assessed

via guest surveys and feedback. Dependent on service quality, guest satisfaction—the

reliant variable—is measured by overall ratings stemming from guest experiences with

resort services, amenities, and staff interactions. Demographic characteristics constitute

the control variable, encompassing age, gender, income, and purpose of visit,

facilitating the identification of consistent effects of service quality across diverse guest

segments. The moderating variable, customer expectations, is operationally defined

through assessing perceived standards via pre-stay expectation surveys, influencing the

link between service quality and satisfaction. Perceived value, acting as the mediating

variable, assesses guests' perception of value derived from services, mediating the

correlation between service quality and satisfaction, measured through scales capturing

perceived value. Additionally, the contextual variable—resort facilities—comprises

specific amenities and features influencing both service quality and guest satisfaction

within the unique context of the 6th District of Batangas resorts. Precision in

investigating these variables is ensured through clear operational definitions and

meticulous alignment with research instruments.

In the lively 6th district of Batangas, a study explores the impact of service quality

on guest satisfaction in resorts. Conducted locally, the research aims to understand how

service delivery, including hospitality and amenities, contributes to visitor satisfaction.

Nestled in the scenic landscapes of Batangas' 6th district, the study delves into the

relationship between service quality and guest satisfaction in resorts. It examines

components such as hospitality and amenities to shape perceptions. The investigation

aspires to provide practical recommendations for elevating service standards and guest

delight. Amidst the breathtaking landscapes of Batangas' 6th district, a research

initiative explores the dynamics between service quality and guest satisfaction in

resorts. It delves into experiences from warm hospitality to interactions with coastal

amenities. The research aims to understand the nuanced interplay of elements

contributing to overall satisfaction and create enduring memories. In the enchanting

landscapes of Batangas' 6th district, an exploration unfolds, unraveling intricacies

defining the relationship between service quality and guest satisfaction in resorts. The

initiative delves into diverse experiences, from warm hospitality to engagements with

coastal amenities, for a comprehensive analysis. The research serves as a guiding

compass for local hospitality stakeholders, shedding light on service delivery intricacies

and providing actionable insights to elevate standards and ensure a transformative

guest experience.

When it comes to luxury vacations and indelible experiences, resorts place the

utmost importance on service quality. Extraordinary resorts are distinguished not only

by their breathtaking views and luxurious amenities, but also by the intangible quality of

service, individualized care, and flawless implementation. Exceptional service quality

fuels brand loyalty and positive word-of-mouth. It's the foundation for long-term growth

and resilience in the ever-evolving hospitality landscape. By prioritizing service

excellence, resorts build a loyal community that sustains them through challenging

times. Putri and Winata (2023) confirm a clear, positive, and simultaneous influence of

both facilities and service quality on guest satisfaction. This underscores the crucial role

of both tangible and intangible aspects in shaping a rewarding resort experience. The

research of Hlaing et al., (2023) revealed a direct and positive link between attentive

service staff and guests' decision to choose a specific resort. This highlights the crucial

role of staff in shaping a positive first impression and influencing guests' booking

choices.
 Customer happiness is a highly desirable and influential factor in the success of

any company, particularly in the hospitality sector where resorts strive to attract satisfied

clients and encourage return visits. It goes beyond a momentary grin; it represents the

climax of a favorable encounter, a sensation of having one's needs fulfilled, surpassing

expectations, and cherishing memories. Measuring customer satisfaction allows the

study to test its main hypothesis - that service quality directly influences guest

happiness. High levels of satisfaction strengthen the connection between the two

variables. Guest satisfaction is the ultimate measure of success. Highlighting the

importance of customer satisfaction for resort success in the 6 th District of Batangas

Province offers valuable insights for resort operators in the region. The fundamental

focus in the domain of successful beach resorts is the contentment of the guests. The

level of visitor loyalty is highly correlated with the quality of goods and services

provided, making it a crucial factor for long-term success (De Guzman et al., 2020).
Objective of Study

The study aims to assess the impact of service quality on guest satisfaction in

resorts among the 6th district batangas..

Specifically, 1) to present the demographic profile of the respondents in terms

of: age, sex, and marital status; 2) to present the psychographic profile of the

respondents as well in terms of: how do often they check in?, factors that influenced

them to check in, and reason why they check in; 3) to assess the impact of service

quality on guest satisfaction associated to: service, amenities, accommodation, and

food & beverage; 4) to evaluate the guests’ satisfaction in the resort and over-all

service; 5) to test the significant difference of responses on guest satisfaction when

grouped according to profile variables; 7) to test the impact of service quality on guest

satisfaction; and 8) to propose a framework to present how service quality impacts a

guest’s satisfaction of Resorts in the 6th district in Batangas Province.

QUESTIONNAIRE

Dear Sir/Madam;
Greetings of Peace!!
We are the fourth-year student studying Bachelor of Science in International
Hospitality Management specialized in Cruise Line Operations in Culinary Arts in Lyceum
of the Philippines University Batangas currently conducting a study about The Impact of
Service Quality on Guest Satisfaction in Resorts among the 6 th District of Batangas
Province.

In line with this, we would like to ask your good office to allow us to distribute
questionnaire among your customers. Rest assured that the data gathered will be
treated with utmost confidentiality and will only be used for the benefit of the study.

Hoping for your kind and favorable response

Thank you very much

The Researchers

Kharelle Anne Louise Delica

Jewel Sarmiento
Iana Jean Bulasag
Gabriel Trivino
John Roderick Bautista

DATA PRIVACY NOTICE. The Research, in line with the Data Privacy Act of 2012, is
committed to protect and secure personal information obtained in the process of
performance of its mandate. The personal and other information you provided
manually herein will be processed and utilized solely for research purposes only.
Collected personal information will be kept/stored and accessed only by the
researcher and will not be shared with any outside parties unless written consent is
secured. By affirming this, I agree to answer the following survey with the utmost
willingness to take part in this study.

PART I. Demographic Profile

Age
 18 - 25 years old and below (Gen Z)
 26 – 41 years old (Gen Y or Millennial)
 42 –57 years old (Gen X)
 58 – years old and above (Baby Boomers)

Sex/Gender
  Male
 Female

Marital Status
 Single
 Married

PART II. Psychographic profile

How often do you check in at a resort?

 Daily
 Weekly
 Twice a Month
 Thrice a Month

Factors that influenced you to check in at your chosen resort.

 Aesthetic
 Amenities
 Service
 Location
 Price

Reasons why you check in at a resort.

 Relaxation
 Business
 Leisure

PART III. Guest Satisfaction

Determine the impact of service quality on guest satisfaction for the clients in the 6 th
District of Batangas Province.

Direction: Using the likert scale below mark a check (__/__) to which correspond to
your answer.

5- Highly Agree
4- Slightly Agree
3- Agree
2- Slightly Disagree
1- Highly Disagree
Service 5 4 3 2 1
1. The service consistently addresses all
guest requests promptly.
2. They provide fast and consistent
service.
3. The staffs are friendly and always
ready to assist guests.
4. The room service is excellent.
5. The staffs undergo training to
enhance their knowledge and better
serve guests.

Amenities 5 4 3 2 1
1. The maintenance team ensures that
the air conditioner provides cool air
as intended.
2. There is no issue with the key
cards.
3. The lighting has been adjusted to
provide a well-lit and comfortable
environment.
4. The plumbing system is functioning
well.
5. The hot and cold water systems are
maintained to ensure guests have
access to both as needed.
Accommodation 5 4 3 2 1
1. The hotel has taken steps to
address noise concerns from the
neighboring room to guarantee a
more peaceful stay.
2. While the initial view didn't meet
expectations, the hotel has offered
solutions to enhance the guest's
experience.
3. They provide us with the originally
booked room.
4. Maintenance issues, such as
broken chairs, have been promptly
addressed, ensuring a comfortable
stay for guests.
5. The hotel offers a solution to
maintain a high standard of service
despite the change in room
category.

Food & Beverage 1 2 3 4 5

1. The food hall is clean and creates
an appetizing environment.
2. They make sure that the cutleries
and crockeries are clean.
3. The quantity of the food served was
adequate.
4. The kitchen has taken steps to
ensure that all food served is fresh
and of the highest quality.
5. The restaurant ensures that the
orders served are complete.

References:

Set Up My Hotel, (2011), Types of Guests Complaints

https://setupmyhotel.com/train-my-hotel-staff/front-office-training/776-types-of-guest-
complaints.amp.html
 CHAPTER II
RELATED RESEARCH AND LITERATURE

According to De Guzman et al., (2020) focusing on guest satisfaction and

continuously striving to improve the quality of the beach resorts’ product and services,

they can guarantee their long-term success and create lasting memories for their

visitors. Satisfied guests become vocal advocates for the resort. They leave positive

reviews, recommend it to friends and family, and are more likely to return themselves. A

crucial element of guest satisfaction in beach resorts is the immense impact of excellent

customer service. Guests don't just come for the sun and sand; they yearn for a

personalized, attentive, and responsive experience that makes them feel valued and

cared for. Convenience, exceeding expectations, outstanding guest service, forging

personal connections, and a strong rewards program - these were seen by guests as

key drivers of their loyalty. This research clearly shows that guest satisfaction is the

fundamental element that runs consistently across the foundation of a thriving beach

resort. Resorts can guarantee their existence and foster devoted communities of loyal

visitors by consistently emphasizing surpassing expectations. This begins with providing

great customer service and extends to offering convenient facilities, individual attention,

and lucrative loyalty programs.

As explained by Flores et al., (2019), segmentation is a valuable tool in

consumer behavior analysis for determining the key aspects that contribute to customer

contentment such as quality, quantity, and quickness. This study revealed no significant

discrepancies in guest perceptions when comparing international and Brazilian resorts

across the observed aspects. The variety, taste, safety, and presentation of the meals

were the most talked-about aspect, followed by the quality of the service providers

(Vogel et al., 2021). Guests exhibit a wide range of preferences and palates. Elevating

the guest experience hinges on prioritizing the quality of food and beverage offerings. In

the competitive food service landscape, companies wishing to retain and strengthen

their market position must gain a deep understanding of consumer eating and drinking

habits, tastes, and preferences (Flores et al., 2019). Given that the food and beverage

service play a vital role in resorts and hotels, it is essential for them to make extra

efforts to fulfill the customers' demands.

The innovative amenities, accommodations, and technology have a substantial

influence on client contentment at a practical level. The primary emphasis is on rigorous

attention to detail, creative design, and top-notch facilities, all aimed at enhancing both

ease and pleasure. Boutique hotels unlock delightful guest experiences through

innovative social spaces. From strategically placed pools with minibars to areas that

encourage interactions with fellow guests, staff, and even locals, every detail fosters

connections and shared joy. Balconies weren't just for watching the sunset; they were

key to guest satisfaction. Customers loved them for sightseeing and the feeling of extra
space and openness. This, along with well-sized and decorated rooms, ensured comfort

and a fresh experience. Developing and executing novel service characteristics is a

mutually beneficial scenario. By comprehending how these characteristics elicit

favorable sentiments in clients, you may amplify their contentment, foster allegiance,

and even raise your operational efficacy. To achieve lasting success in today's

competitive environment, it is crucial to prioritize service innovation to provide enjoyable

experiences (Truong et al., 2020).

Research undertaken by experts in family tourism confirms that children are now

active participants in family trips. Their impact extends beyond the general course and

concept of the trip, including even the smallest elements such as accommodation and

daily itinerary (Siwek et al., 2022). Family travel is undergoing changes, as parents are

adopting a "child-centric" approach to planning. This guarantees a joyful and satisfying

experience for everyone. According to Siwek et al., (2022), parents of all age groups

prioritize services and facilities that are suitable for children in general. This assertion is

not only a vague feeling or intuition but is supported by concrete numerical data.

Restaurant facilities are shown to be the most crucial aspect for parents of the smallest

children. This highlights the need of acknowledging the demands of children to impose

a larger spectrum of amenity standards. It is crucial to acknowledge the specifications of

every visitor, spanning from the youngest to the elderly to ensure customer satisfaction.

Research by Godovykh and Tasci (2020) identifies various attitudinal factors that

shape tourist behavior and satisfaction, as noted in the broader marketing literature. As

discussed by Mones and Borbon (2021), there is moderately a positive correlation that
exists between factors influencing customer loyalty and purchasing behavior, and their

overall satisfaction as visitors. Establishing enduring connections with clients is the

fundamental factor for achieving long-term success. Through the allocation of resources

towards tailored engagements and outstanding customer support, resorts foster a

devoted clientele that generates recurring transactions, favorable feedback, and

continuous expansion. By engaging in effective communication, resort operators may

readily adapt to visitors' preferences. A strong correlation between the customer and the

resort owner leads to a more favorable result in terms of the services provided by the

resort. Customer loyalty is essential in the hotel business since it enhances the

connection between the visitor and the resort. This demonstrates the importance of

client loyalty in influencing a client's buying behavior.