PREFERENCE TOWARDS SERVICE QUALITY FOR CUSTOMER

SATISFACTION OF KALIPAYAN, RESORT AT AGUINALDO

HIGHWAY, DASMARIÑAS CITY CAVITE

BANGALAO, AIZEL B.
TUBO, AIRA GELIENE D.
VILLAFUERTE, JUNECA

An undergraduate thesis manuscript submitted to the faculty of the Department of

Management Studies, Cavite State University –Bacoor City Campus, City of Bacoor,
Cavite in partial fulfilment of the requirements for the degree of Bachelor of Science
in Hotel and Restaurant Management Contribution No. ______ Prepared under the
supervision of Mrs Lordeliza V. Soriano

INTRODUCTION

The resort industry is one of the different types of business that offer

accommodation in the country. This aims to provide business, leisure and can offer

temporary places for recreation to the guests. It has a tremendous evolvement over

the past few decades that started to explore more in the provision of development to

meet the set of customers needs, amenities with new facilities, services and

experiences. As cited by Pizam A. (2016) Customer satisfaction is a psychological

concept that involves the feeling of well-being and pleasure that results from

obtaining what one hopes for and expects from an appealing product and/or service.

Customer satisfaction is one of the key goals in each organization. It is exceptionally

important in the service sector because customer satisfaction is likely the main “key”

to a successful business, recognition and retention of customers because service

processes particularly involve the customer. The customers now become more

aware to focus on the importance of service quality to be satisfied with the service

experienced Satisfaction is constantly determined by the frequency of use. If a

service /product is not used as often as expected . The result may not be as satisfied
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as anticipated. General perception of customer satisfaction refers to the concepts

and several factors that help understand why the customer can stay fascinated and

satisfied. In the study of Guterman (2015), she stated that satisfaction could also be

described as a process which starts with the formation of customer’s expectations

and ends with communication of the obtained experience. The basis of

understanding the customer satisfaction or dissatisfaction respectively resides in

people’s ability of learning from their past experience ( Isac and Rusu, 2014). He

concluded that customer satisfaction or dissatisfaction is based on the experience

and feeling that the client felt through contact with an organization (Hill et al,, 2007 ).

The study of Parasuraman (2015) could be used in order to explain the

relationship of service quality and customer satisfaction in resort industry. Service

quality is increased its popularity especially among service type industry such as

restaurants,hotels, resorts, and others. Service quality is a focused evaluation that

reflects the customer’s perception of reliability, assurance, tangibility, empathy and

responsiveness while satisfaction is more inclusive and it is influenced by

perceptions of service quality, product quality and price also situational factor and

personal factor (Wilson 2008) Service has a viral role in the business industry and it

is way for a company’s offer to reach the customers. The author defines service as

“any” intangible act or performance that one party offers to another that does not

result in the ownership of anything (Kotler and Keller, 2009) Quality of service is one

of the things that consumer look for in an offer (Solomon, 2009). It is evident that

quality is also related to the value of an offer which could evoke satisfaction or

dissatisfaction on the part of user. Satisfaction and service quality have certain things

in common, but satisfaction generally is a broader concept whereas service quality

focuses specifically on the dimensions of service.

Gronroos (2014) Service Quality is an extremely difficult concept to define

in a few words. At its most basic, quality has been defined as conforming

to requirements. This implies that organizations must establish requirements and

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specifications; once established, the quality goal of the various function of an

organization is to comply strictly with these specifications. Many analyses of service

quality have attempted to distinguish between objective measures of quality and

measures which are based on the more subjective perceptions of customers. A

development of this idea added by identified ‘technical’ and ‘functional’ quality as

being the two principle components of quality. Technical quality refers to the

relatively quantifiable aspects of a service which consumers receive in their

interactions with a service firm. Because it can easily be measured by both customer

and supplier, it forms an important basis for judging service quality.

The study of Ong et. al., (2015) accentuated the significant relationship

between customer satisfaction and customer retention wherein they implied that

customer satisfaction can be considered as the key performance for retention as

compared to other customer retention predictions, citing that, service providers

create customer retention by enhancing the relationship with consumers to create

satisfaction.

The aims of this study was to identify the existing project development of the

long beach noveleta in order to explain the essential services for continuing

improvement of the long beach. The Essential service of the beach that should

develop and to improve is the facilities, accommodations, surrounding, Recreational,

Food and Beverage and transportation.

The aim of this study was to identify on how far the characteristics of the

ServQual instrument of Parasuraman could be used in order to explain the

relationship of service quality and customer satisfaction in resort industry. Service

quality is increased its popularity especially among service type industry such as

restaurants, hotels, resorts, and others. Service quality is a focused evaluation that

reflects the customer’s perception of reliability, assurance, tangibility, empathy and

responsiveness while satisfaction is more inclusive and it is influenced by

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perceptions of service quality, product quality and price. Service has a viral role in

the business industry and it is way for a company’s offer to reach the customers.

Previous research explored customer satisfaction regarding the service quality

of all areas in the resorts so that the resorts could assess the customer perception.

The study identified the five dimensions of service quality by focusing on the

customers only and analyzed the customer’s expectation and perception levels of

these services at the kalipayan resorts in Aguinaldo Hi-way Dasmarinas, Cavite. The

results of this quantitative assessment of service quality might provide some insights

into how customers rate the service quality and assess level of customer satisfaction

at Kalipayan resorts in Aguinaldo Hi-way Dasmarinas, Cavite

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Statement of the Problem

The study was conducted to identify the customer preference towards service

quality for satisfaction of kalipayan resort in Dasmariñas Cavite .

1. What is the socio- demographic profile of the respondent s in terms of the

following?

1.1 Age

1.2 Sex

2. What are the frequency of visit of the respondents of kalipayan resort in

Dasmariñas Cavite City

2.1Frequency of visit

3. What are the factors affecting customer preference in order to have a

satisfaction about the quality of service of kalipayan resort at Dasmariñas Cavite

City.

3.1 Price

3.2 Influence

3.3 Hospitality

4. What is the quality services of kalipayan resort in Dasmariñas City as

perceived by the customer in the following dimension.

4.1 Reliabilty

4.2 Assurance
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4.3 Tangibility

4.4 Empathy

4.5 Responsiveness

Objective of the Study

The objective of this study is to determine the Significance of Preference

Towards Service Quality of Customer Satisfaction of Kalipayan Resort Aguinaldo

Highway Dasmariñas Cavite City.

Significance of the Study

The study enhanced the further understanding on the preference towards

service quality of customer satisfaction of kalipayan resort Aguinaldo Highway

Dasmariñas Cavite City.

The researchers aimed to provide useful information for the following:

Customer. This study could help the customers to have an idea on which aspect of

the Kalipayan resort in Aguinaldo Highway Dasmariñas Cavite had the best quality of

service and to give information in terms of facilities and amenities that could give

satisfaction for the customers.

Employees this study will help the employees to improve workforce utilization and

thereby potentially raising job satisfaction and also ensure their safety in the

workplace.

Entrepreneurs. The study could give an idea that this kind of business do exist

legally. In addition, they could venture this kind of business by preventing risk.
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Future Customer. While hoteliers believed it was important to satisfy the guests

while they were on the property, the real goal was to continue to find new customers.

This constant search for new customers is called conquest marketing. In the future,

conquest marketing will not be sufficient.

Resorts owner. This study would be ask a practical guideline for the resort

management, especially the Kalipayan resort in Aguinaldo Highway Dasmariñas

Cavite City. The outcome of this study would develop the service quality of the

Kalipayan Resort Dasmariñas in order to meet the customer needs and their

satisfaction. It could also help the resort owner to know the importance of five

dimension of service quality that could satisfy their customers in terms of reliability,

assurance, tangibility, empathy, and responsiveness, for them to acquire customers

and gain loyalty. If the resut showed the high score, The resort owner would be

happy with service. In contrast, if the result showed the low score, the resort owner

would improve this services.

Researchers. The ideas presented in the study could be used as reference data in

conducting new researcher or in testing the validity of the other releated findings the

study would provide recommendation that could also be usefull for their study. The

methodology food held them in designing their own study. This study food also open

in development of the study

Time and place of the study

The researchers presented the study during the Research I last second

semester A.Y 2019-2020 on February to April 2019 then proceeded to Research II of

first semester on August to November 2019. The study was conducted in Kalipayan

Resort Dasmariñas City, Cavite.

Scope and Limitation

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The study about the Preference towards Service Quality for Customer

Satisfaction in Kalipayan Resort Aguinaldo Highway Dasmariñas Cavite determined

the factors affecting customer preferences, customer satisfaction and service quality

dimensions.

Definition of Terms

Assurance. The knowledge courtesy of employees and their ability to convey trust

and confidence.

Customer Expectation. Percieve value customers seek from the purchase of

good service.

Customer Perception. Refers to the process by which a customer selects,

organize and interprets information/ stimuli inputs to create a meaningful picture of

the brand or the product.

Customer Preference. Refers to a type of product an individual customer likes and

dislikes.

Customer Satisfaction. The degree of satisfaction provided by the good or services

of a company as measured by the number of repeat customer.

Customer Loyalty. Refers to the attitudinal and behavioral tendency to favor one

kind over all others, whether due to satisfaction with the service, its convenience or

performance, or simply familiarity and comport with service.

Data. This refers to the information gathered by the researchers for the study

Empathy. The firm provides care and individualized attention to its customers.

Experience. Refers to the actual service encountered by the customers and their

personal assessment of the encounter

Perception. The ability to understand or notice something easily.

Quality. Refers to the high level of value or excellence

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Reliability. The ability to perform the promised service dependably and accurately.

Responsiveness. The willingness to help customers and provide prompt service.

Satisfaction. A pleasant feeling you get when you receive something you wanted or

when you have done or doing something you wanted to do.

Service Quality. An assessment of how well a delivered service conforms to the

clients expectations. Service business often assesses the service quality provided to

her customers in order to improve their service, to quickly identify problems, and a

better assess client satisfaction.

Servqual. Refers to the service quality framework developed by parasuraman,

zeithamal and berry (1995, 1998), used to measure service quality using dimensions:

tangible, reliability, responsiveness, assurance, and emphaty.

Tangibility. The appearance of physical facilities, equipment, personnel, and

communication materials.
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Conceptual Framework of the Study

Distribution of
Input
1. Demographic questionnaire
Process Determine
Output the
profile significance of
2. frequency of Preference towards
visits. Gathering data service quality
3. Factors affecting
the customers offered for the
preference of Statistical treatment customer satisfaction
resort of data
4. Quality service

Analysis of data
 Reliability
 Assurance
Interpretation of data
 Tangibility
 Empathy
 Responsiveness

FEEDBACK

Feedback
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Figure1.

For the Conceptual Framework of the Study, the researchers aimed to

determine the demographic profile of the respondents, to determine the frequency of

visits of the respondents, to determine the factors affecting customer’s preference

and to determine quality of service. The researcher identified the relationship

between the factor affecting customers preference and service quality of Kalipayan

resort in Dasmariñas Cavite City

REVIEW OF RELATED LITERATURE AND STUDY

This chapter presents a review of related literature and studies that would provide the

background and analysis of the findings of the present investigation. Also, it assisted

the researchers to establish a clear generalization of the study. There were taken

from books, journals, previous studies and online internet with local and foreign

authors.

History of Kalipayan Resort

Before Kalipayan Resort opened its doors, the owners have had a long

history in the hospitality industry They opened their first hotel in Lipa City, Batangas

in 1979 named D’Family Crowd Hotel and Restaurant. It was a small hotel with 14

rooms that also had a small venue with a 200 seating capacity, which the Rotary

Club of Lipa City as well as Kiwanis Club members frequented for their meetings.

The venue also served as a discotheque bar and restaurant. It closed in the year

1985, when Mr. Diaz decided to focus all his energies on the rapidly growing

Customers Brokerage business.

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In 1993, they opened Pahiyas Restaurant in the, Then thriving, Coastal Road

restaurant cluster built on its over the Manila Bay. Pahiyas was a popular restaurant

for a number of years before they shut their doors in 1999 to operate a small

concession that provided staff meals inside the production plant of industrial giant

EDS-EMI Yasaki along Emilio Aguinaldo Highway in Imus Cavite. The Land where

Kalipayan Resort is situated used to be a sleepy farmland in the rurality of

Dasmariñas, Cavite back when Mr. Diaz bought the property in 1990. It opened its

doors to the public in the year 2000, after a labor of love that tasted a decade.

The owners decided on the name Kalipayan, which is the Visayan dialect

means happiness. Upon opening. The Resort included a Chinesse restaurant called

Fung Lok within its vicinity that eventually dissolved to make room for the Resorts

growing demand for various functions and events. Now more than a decade old,

Kalipayan Resort Hotel and Restaurants is a veritable institution in an area which the

Department of Tourism has proclaimed to be The Tiger of the South.

Study Area

There are nice beach resorts and beautiful tourist spots in them. Considering

Kalipayan Resort and Hotel of the City of Dasmariñas that is located at 29 kms.

South of Manila in the heart of the City of Dasmariñas. It is found in the neighborhood

of major malls and entertainment areas

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Figure.1

Figure.2
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Demographic Profile

Demographic profiling can even be referred to as a euphemism for corporate

spying (Hudson, J. 2015). By targeting certain groups who are more likely to be

interested in what is being sold, a company can efficiently expend advertising

resources so that they may garner the maximum number of sales (Arnott, D., &

FitzGerald, M. 2016). This is a more direct tactic than simply advertising on the basis

that anyone is a potential consumer of a product; while this may be true, it does not

capitalise on the increased returns that more specific marketing will bring (Jothi, A. L.

2015). Traditional demographic profiling has been centered around gathering

information on large groups of people in order to identify common trends (GfK. 2016).

Trends such as, but not limited to: changes in total population and changes in the

composition of the population over a period of time. These trends could promote

change in services to a certain portion of the population, in people such as: children,

elderly, and the working age population. They can be identified through surveys, in-

store purchase information, census data, and so on (Arnott, D., & FitzGerald, M.

2013).

Customer Preference

Customers’ preferences are the backbone of every successful purchase that varies

from customer to customer. They are what shape people’s purchasing behavior as

deciding factors to individual’s every live (Milchev, 2017). Panganiban (2015) stated

that consumer’s taste and preferences are always affected by consumer behavior.

Customer amazement.” Clark (2015) indicated that giving concentration to customers

is a key to understanding theiir likes and dislikes because opinions of customers

means a lot. Furthermore, it is important to understand customer preference either

you are selling a product or offering a service because customers are the

determiners of the how successful the company become. Kotler (as cited by Rajguru

2014), the study of customer’s preference can resort to the observation method as
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being the cheapest and most accurate way of collecting behavioral information and

assures authentic motivational image.

SAFETY AND SECURITY IN THE AGE OF GLOBAL TOURISM (international)

István Kôvári – Krisztina Zimányi

Johns and Tyas 1996 (as cited by William, 2012) a number of occasions wherein are

there still a lot of people who could not identify the distinct comparison of service

quality from customer satisfaction. Service quality is measured by applying the

SERVQUAL instrument of Parasuraman a tool which measures the difference

between customer expectations and customer perception of the service they

received. Service quality as perceived by the customer is the degree and direction of

discrepancy between customer service expectation and perception of the service

they received. Service quality as perceived by the customer is the degree and

direction of discrepancy between customer service expectation and perception. That

is was service quality can be considered a critical element of customer perception

(Barona, 2013). The concept of service quality is the outcome of service during partly

simultaneous production and consumption process (William et al., 2012). It is not

that easy to satisfy the customer especially that still now a day it is hard to identify.

So it is better for the business industry to provide a quality of services which confines

to their individual customer’s expectation and likewise to achieve customer

satisfaction. Increasing number of customers focus on the importance of service

quality a business can offer. Relatively, to what the author said that customers were

not only consuming a certain service but they were also paying for a certain level of

service quality. In the study of Guterman Y. (2015) She stated that a high level of

service quality results in the increase in the number of loyal customer and creates a

favorable image of the company that divert leading to increase in the financial

performance.
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SERVQUAL Approach

Multiple study have been applied SERVQUAL. Instrument variety of service industry.

The instrument was used to measure resort service quality as well. Some

researchers measure service quality by mere of observation and through the use of

company made surveys with comment and suggestions box in their respective

businesses (Guterman, 2015). In this study the researchers used SERVQUAL as an

service quality for customer satisfaction in Kalipayan resort in Aguinaldo Highway

Dasmariñas Cavite. SERVQUAL addresses many elements of service quality divided

into the dimensions of reliability, assurance, tangibility, emphaty and responsiveness

(Parasuraman et al., 19988). Cited by Mantilla and O’Neill, (2003) stated that

disconfirmation theory is the most popular among satisfaction theories that occurs as

a result of comparing service performance against expectation. The satisfaction was

related to the size and direction of the disconfirmation experience. Disconfirmation

theory stated that satisfaction is the guest’s fulfillment response. Furthermore, is a

judgement that a product or service feature, providing a pleasurable level of

consumption- related fulfillment, as well as levels of under or over fulfillment (Ekinci,

and Sirakaya, 2004)

Customer Satisfaction

In this part, to fully understand what satisfaction means, the researchers must

have a clear understanding of what is meant by customer satisfaction. Customer

Satisfaction is crucial because it meets various needs of customer, business, and

society. Define customer satisfaction as a central concept in modern marketing

thought and practice .This marketing concept highlights the delivering satisfaction to

consumers and obtaining profit in return (Yi,1993). It is the main driver of customer

loyalty, yet mere satisfaction is not enough. Beacause customer first would look for a

resort where he/she believes would get more value of his/her money. In the study of
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Mendoza (2012) she reffered Philip Kotler who has the most straight forward

definition of customer service. She stated that if product matches expectation, the

customer is satisfied; if the expectation exceeds, the customer is highly satisfied; and

if it falls short, the customer is dissatisfied. Customer satisfaction is simply the

attitude and feelings that customers get based on what they experience.

Furthermore, to make the customer more than satisfied, the companies must take

into consideration on what matters most to their customer instead on them ( Barona,

2013)

Age

In 2014 proposed that customer satisfaction is the extent to which his

expectations are fulfilled by the service provider. It is actually based on customer’s

estimated experience and age. (Gerpott, Rams and Schindler)

Sex

Numerous studies show that society often treats boys and girls differently.

Although gender inequalities in education have changed much in recent decades

thanks to the fight for women’s rights, inequity between the sexes continues to

flourish nowadays. This article focuses on how and why education is the key to

gender equality, and the importance of gender equity in education system in order to

create a better environment for girls under traditional pressures. It will also query

whether a philosophy of education offering the same opportunities to young women

and men, teaching the same things at the same time, in the same place, with the

same methods, and under the same system is necessary or not. (Elmas Sahin 2014)

Frequency of visit

Frequency of visits indicates the overall number of visits made by each user on

your site. This metric allows you to assess the percentage of new users on the site

as well as the familiarity level of all returning users (Aurora Harley 2016)
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Price

Pricing can influence whether a consumer purchases a product. Although

product price matters to a purchaser, it's important to the seller as well. It takes a

combination of favorable market trends, product quality, consumer liking and product

differentiation along with correct pricing to generate sales, which lead to the success

of a product. When considering the pricing factor, setting prices too high or too low

can affect sales.

(Amber Keefer, 2013) Expenses are an essential factor when setting a price.

Allow for your costs for the product and then add on how much profit you would like

to earn. The markup is the difference between the price you pay and how much you

charge. Include in the price the cost of overhead and other expenses of selling.

These vary depending on the type of product or service you offer and may include

commissions and salaries for sales personnel, merchant account fees and website

hosting if you sell online. Another factor to take into account is consumer demand.

Low prices can have the effect of creating higher demand. By setting the price too

low, you may create more demand than you can handle

Influence

(Zendesk 2015) survey revealed that 62% of B2B and 42% of B2C customers

purchased more after a good customer service experience while 66% of B2B and

52% of B2C customers stopped buying after a bad customer service interaction.

If you want people to buy your staff or use your service you need to

understand how they make purchase decisions and what kind of factors have an

impact on them. It is equally important both for small businesses and large

corporations.
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The impact of customer service can be detected even before your prospects

start their interaction with your customer service team. Here are 4 things you should

know about purchase decisions.

Hospitality

To obtain loyalty and to outweigh other competitors, hotel providers must be

able to obtain high levels of customer satisfaction for the service supplied. There are

several studies that analyze the needs and the desires of tourists. A research by

(Wuest et al. 2012) defined the perception of hotel attributes as the degree to which

guests may find various services and facilities critical for their stay in a hotel. Hotel's

attributes such as cleanliness, price, location, security, personal service, physical

attractiveness, opportunities for relaxation, standard of services, appealing image,

and reputation are recognized as decisive by travelers to assess the quality of the

hotel (Atkinsons, 2012; Ananth et al., 2010; Barsky & Labagh, 2013; Cadotte &

Turgeon, 2013; Knutson, 1988; McCleary et al., 2010; Rivers et al., 2011; Wilensky &

Buttle, 2012).

According to a survey carried out by (Barsky & Nash 2013), regarding the

main hotel chains worldwide, between 2010 and 2013, the importance of loyalty

programs for guest's decision on where to stay increased from 32% to 34%.

Although the search for new locations is certainly the most important factor for

many tourists, several studies highlighted that there is a good portion of customers

that chose to repeat their holidays' destination, showing a certain degree of loyalty

(Oppermann, 2014; Fyall et al., 2013).

Reliability

The ability involves performing the promised service dependably and

accurately. The consistency of performance of service facilities, goods, and staff

must be seen us important. It includes “Doing it right the first time” which is one of
 20

the most important service components for the customers. Reliability also extends to

provide services when promised and maintain error-free records. (Parasuraman)

Assurance

This considers the knowledge and courtesy of employees and as well as

their ability to convey trust and confidence. The dimension includes features such as

competence to perform the service, politeness, respect, and effective communication

with the customer, courtesy, credibility, security and likewise the general attitude that

the server has the customer’s best interest at heart. (Parasuraman)

Tangability

The tangibility encompasses aspect of physical facilities, equipment,

personnel, and communication materials used to provide the service. The condition

of the physical surroundings is seen as tangible evidence or care and attention to

detail provide by the service provider. (Parasuraman 1988)

Empathy

Refers to the provision of caring and individualize attention to customers

including access, communication and understanding the customers. (Parasuraman)

Responsiveness

The willingness to help customers and provide prompt service to customers

such as quick service, professionalism in handling and recovering from mistakes

(Parasuraman)
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Mission

Our goal is to deliver a high standard of service that will exceed every guests’

expectation. We aim to make each guest to leave our Resort with a smile. We will

strive to obtain our guests’ loyalty through the quality of care we provide and the

value we put in their patronage.

Vision

We envision serving our community through a conscious participation in

protecting our environment by using renewable materials in our service as much as

possible and encouraging our guests to actively participate through the

implementation of a simple conservation and recycling program. We hope to continue

as leading examples of quality and value among our industry peers and remain

competitive while the city of Dasmariñas continues in its development

Local

History of Dasmariñas

In the 19th century during the Spanish Colonial Period, Dasmariñas was

originally called Tampus meaning "end of the forest." In the beginning stages, it was
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a part of its mother town of Imus (now City of Imus). It was once a part of a vast

Recollect Hacienda that supported all the various missionary activities of the

Recollects in the Philippines and in Spain.

On April 9, 1864, a council composed of the Archbishop of Manila, the politico

military governor of Cavite, the Prior Provincial of the Augustinian Recollect Order

and the parish priest of Imus met to discuss the creation of the new town and parish

separated from Imus. At that time, there were only 643 inhabitants in Tampus, the

heart of the community. After thorough discussions, the Gobierno Civil Superior of

the Islands approved the creation of the new town on May 12, 1864 with Don Juan

Ramirez elected as gobernadorcillo (town head) An ensemble of nipa houses in the

other barrios of the hacienda like Malinta, Nancaan, Salacay, Paliparan, Malagasang

and Salitran were grouped and migrated into a reduccion (reduction) in Tampus in

1866. Reduccion originally meant the religious and civic aspects of missionary

activities. Later it came to mean the process of resettling and unifying a community,

thereby creating a newly organized town. For the Spanish missionaries and friars,

this process was advantageous not only for evangelization but also for bringing

people under the Spanish rule. A new town called Tampus was formed. From that

time on, the people of Tampus built their houses within the hearing distance of the

church bells – "bajo las toques de campana". The new town could be reached

through a good network of roads and bridges built by the best architects and

engineers of the Recollect Order. In the same year, the new town was rechristened

Perez-Dasmariñas to honor the 7th Governor General of the Philippines, Don Gómez

Perez Dasmariñas (1590–1593). Governor Dasmariñas, a Knight of Santiago, was a

native of Galicia, Spain and a former magistrate of Murcia and Cartagena, Spain who

brought a lot of economic improvements during the early days of colonization.

Toward the end of 1866, the new town Perez-Dasmariñas had complied with the

requirements of a typical Philippine town. A spacious town plaza at the center of the
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town with the church and the convent made of stone and bricks, a casa tribunal

(courthouse) made of wood and nipa, a primary school for children and various

houses made of nipa were built in designated areas. A cemetery was located around

200 yards away from the church and surrounded with wooden fence.

The foundation of the town Perez-Dasmariñas was unique from most other towns of

Cavite. For the first time, a town was created not by a preceding petition of the barrio

people and its local officials as required by legal procedures and custom at that time.

Instead, high ranking church officials and the Cavite politico military governor were

the prime initiators of its foundation.

For the sake of the people of the growing town and for their own interest, the

Recollects sent a petition to Madrid for the creation of a new parish of Dasmariñas,

independent from Imus. Queen Isabella II signed the Royal Order creating the new

parish of Perez-Dasmariñas on October 21, 1866. The following year, the

construction of the stone parish church of Dasmariñas dedicated to the Virgin Mary

as Our Lady of Immaculate Conception was started.

RELATED LITERATURE

Foreign

An examination of the role of service quality and perceived value in visitor

attraction experience. The number of studies that have been carried out on quality

and satisfaction in tourism and hospitality is indicative of the importance associated

with the subject. Researchers have explored service quality in different contexts and

relationships between service quality and variables including price, productivity,

customer satisfaction, benefits, well-being, profitability and behavioural intention have

also been explored (Cole, Cromption 2002).

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Customer’s needs satisfaction. A scale validation with refinement in the integrated

resort setting. This study aims to validate the underlying structures of integrated

resort customers’ needs satisfaction. This study contributes to the tourism and

hospitality research by providing evidence of customers’ needs satisfaction from

integrated resort brand experience and its role in improving customers’ well-being

using cross-cultural samples. (JiseonAhn 2019)

Service Quality. Service quality is growing in importance in the marketing literature.

Parasuramn. et al., 2010 (as cited by William O. 2012) numerous experts define

service quality differently. Service quality is measured by applying the SERVQUAL

instrument of Parasuraman a tool which measures the difference between customer

expectations and customer perception of the service they received.

Perceived service quality and customer satisfaction. This study investigate

whether different combinations of service quality dimensions affect customer

satisfaction. The study uses an extension of SERVQUAL. (Sandra Miranda 2017)

The Behavioral Consequences of Service Quality. (Leonard L. Berry) If service

quality relates to retention of customers at the aggregate level, as other research has

indicated, then evidence of its impact on customers behavioral responses should be

detectable. The authors offer a conceptual model of the impact of service quality on

particular behaviors that signal whether customers remain with or defect from a

company.

Consumer Perceptions of Service Quality: An Assessment of the Service

Quality Dimensions. The conceptualization and measurement of service quality

has been an exclusive concept primarily because of service intangibility, the

problems associated with simultaneous production and receipt of a service, and the

difference between mechanistic and humanistic quality. (James M. Carman)

Tourists may develop attachment to a destination because of its ability in

fulfilling specific goals or activity needs and/or because of its symbolic meaning and

thus, attachment could be an important measure of tourist satisfaction and loyalty.

 25

Despite its significance, only limited research has been conducted to determine the

likely influences of emotional associations or meanings tourists attach to the places

they visit on their satisfaction and future behavior.

This study therefore explores the role of attachment in predicting satisfactory

holiday experiences and destination loyalty. Results of the structional equation

modeling show that positive emotional and cognitive bonds with a place could indeed

affect an individual’s critical assessment of a destination and his/her loyalty to the

palce. Implications of the study are discussed. (Atila Yuksel, Fisun Yuksel. Yasin

Bilim 2010)

Customer Satisfaction and Shareholder Value. The authors develop a theoretical

framework that specifies how customer satisfaction affects future customer behavior

and, in turn, the level timing, and risk of future cash flows. Empirically, they find a

positive association between customer satisfaction and shareholder value. They also

find significant variation in the association across industries and firms. ( Eugene

W.Anderson 2009)

The Relationship between Leisure Traveler’s Hotel Attribute Satisfaction and

Overall Satisfaction. Many studies have been conducted about hotel attributes

related to the hotel choice decision as a part of a customer’s pre purchase behavior

(Dolnicar &Otter, 2003). Although it is critical for hotel managers to understand post-

trip behavior because such behaviors may directly influence their future behavior,

there are few research studies which examine hotel attributes related to a customer’s

post-trip behavior. This study tests the relationship between leisure traveler’s hotel

attribute satisfaction and overall satisfaction in the post-trip behavior perspective in a

hotel setting and examines the relative impact of hotel attribute satisfaction in

influencing overall satisfaction. Multiple regression was used to test the relationship

and hotel attribute satisfaction is an important antecedent to over all satisfaction.

Theoretical and practical implications of the study are discussed. (Miran Kim 2013)
 26

Measuring Perceived Service Quality Using SERVQUAL

The purpose of the study is to examine customers’ perceptions of service quality

The aim is to assess the perceived service quality of hotel attributes and to determine

the factor structure of service quality perception. A modified SERVQUAL scale was

used to assess service quality perceptions from the perspective of domestic and

international tourists. Descriptive statistical analysis, exploratory factor analysis and

reliability analysis were conducted. The study results indicate the rather high

expectations of hotel guests regarding service quality. ‘Reliability,’ ‘empathy and

competence of staff,’ ‘accessibility’ and ‘tangibles’ are the key factors that best

explained customers’ expectations of hotel service quality. The results of the

quantitative assessment of perceived service quality may provide some insights on

how customers rate the service quality of a particular hotel. (Suzana Marcovic 2010)

Customer loyalty: a review and future directions with a special focus on the
hospitality industry

This article aims to provide a summary review of what is already known

about customer loyalty and identifies some emerging issues that play an important

role in it. As a result of dramatic changes in the marketplace and in consumers’

connections with the hospitality industry, researchers and practitioners are keen to

understand the factors that underpin  customer loyalty.

Design/methodology/approach (Jay Kandampully 2015)

Using visit frequency to resorts customers

The purpose of the study is to resorts customers according to their frequency of

visits in order to identify homogeneous groups. In particular, the study investigates

the degree to which experience, overall satisfaction and income discriminate

customers who visit resorts weekly from those who visit them monthly. A self-

administered anonymous questionnaire was given to customers of resorts . The

 27

questionnaire was answered individuals. Classification with discriminant analysis

was used to identify consumers with different visitation frequency. The hypothesis

that experience, overall satisfaction and income will classify consumers according to

their visitation frequency was confirmed. The findings of the study provide theoretical

and practical implications in identifying better segments and increasing destination

marketing effectiveness. ( Rodoula Tsiotsou 2006)

Customer loyalty: the future of hospitality marketing

For many years hospitality firms have believed that the goal of marketing is to create

as many new customers as possible. While hoteliers believed it was important to

satisfy the guests while they were on the property, the real goal was to continue to

find new customers. This constant search for new customers is called conquest

marketing. In the future, conquest marketing will not be sufficient. Instead firms need

to practice loyalty marketing or retention marketing. The authors believe that this will

be the successful wave of the future in hospitality. (Robert C. Lewis)

Measuring tourist satisfaction by attribute and motivation: The case of a

nature-based resort

The purpose of this study is to examine the relationship between destination attribute

importance and performance, travel motivation, and satisfaction. It is hypothesized

that tourist satisfaction of a destination is a function of attribute importance,

performance, and travel motivation. A nature-based resort, serving as a short-term

family vacation destination in Factor analyses were employed to identify the

dimensions of the destination attributes on importance and performance, as well as

tourist motivations. The composite delineated factors were used as indicators to

 28

measure the overall tourist satisfaction in the regression analysis. The results

revealed that friendly/quality services and lodging performance are significant factors

in determining the overall satisfaction, whereas food and location are of significant

importance in the satisfaction evaluation. Travel motivation, `family/friend

togetherness' in particular, although not a statistical significant factor, practically

explains its influence on the overall tourist satisfaction of a resort destination. (Fang

Meng 2008)

Standard Hospitality Elements at Resorts: An Empirical Assessment

Prior research investigating the factors important to resort visitors has generally

focused on a specific resort setting or market segment, which has resulted in a

tendency to emphasize activity-related elements. While useful, this tendency to

emphasize activity-related elements has limited our understanding of the role of the

nonactivity, hospitality-based elements common to all resort types. Given this gap in

the research literature, the purpose of this study is to develop a better understanding

of the importance of these standard hospitality elements to resort consumers. Using

survey data collected from a sample of recent resort visitors, three underlying factors

are identified. Subsequent analyses examine the impacts of sociodemographic and

trip characteristic variables on the relative importance of these three factors. Results

suggest important implications for industry executives along with directions for future

investigation. (Eric T. Brey 2008)

 29

A Hotel Spa provides

services and
experiences to guests or
customers
(Giritlioglu et al., 2014).
Its service must
adapt to the criteria,
demands, needs,
interests and customer's
expectations. It is
 30

important for Hotel Spas

to provide quality
services in enhancing
guests’ positive
emotions and intention to
seek the same
experience or service in the
future (Lo et al.,
2015). A customer will
be satisfied if the
product or service will
meet his or her
expectations.
The most widely used
and accepted
 31

definition of service
quality is that provided
by Parasuraman et al
(1988). Those authors
mention that service
quality includes five
dimensions: tangibility,
reliabi METHODOLOGY

This chapter covers the research methods such as design, sources of data,

participants, sampling techniques, data gathering procedure and statistical treatment.

Research Design

In order to prove the preference towards service quality for customer

satisfaction of Kalipayan Resort, Dasmarinas City, Cavite, the descriptive survey

method was used. As descriptive study, this includes the techniques which are

concerned with organizing, summarizing, and describing data. This makes use of

tables, graphs or computation of data. It is used to present data and a convenient,

usable and understandable form.

Sources of Data
 32

Data are observing the value of a variable yield data. A set of data is a

collection of value for a particular variables. Terms such as quantitative, discrete and

continuous are also used to describe data. These are data or information which were

gathered directly from the original source or directly from the person who

experienced the information needed. It is also intended to answer specific research

question to prove the preference towards service quality for customer satisfaction.

The researchers used survey questionnaire method and a taste test in order to know

the acceptability of the product.

Participants of the Study

The respondents of the study are the customer of kalipayan Resort. The

respondents are above 18 years old of age and willing to participate in the survey.

The researchers came up with 30 respondents within a week to be used in this study.

According to the Manager of kalipayan resorts, the expected number of customer

during non-peak season is 0-10 per day . Thus, the Management cannot control the

number of customers walk-in and the availability of respondents.

Sampling Technique

The selection is carried out using simple random sampling. This technique is

employed to ensure a fair and equal representation of the variables for the study.

Data Gathering

Procedure The researchers administer the research instrument to the

respondents, discuss the significance of the study and accomplish the distribution of

the instruments properly. The respondents send a set of questionnaire and a taste

test. After the results are tallied and tabulated, data becomes the basis of analysis

and interpretation.
 33

Statistical Treatment of Data

1. Percentage. This was used to determine the demographic profile of the

respondents, frequency of visit and the factors affecting customer preference.

Likewise, this was also used to determine the distribution of the quality services of

Kalipayan resort in Dasmariñas City as perceived by the customers.

Formula:

f
P= x 100%
n

Where:

P = percentage

f = frequency

n = total number of respondents

2. Weighted Mean. This was used to determine the quality services of

Kalipayan resort in Dasmariñas City as perceived by the customers.

Formula:

W.M. =
∑ wx
n

Where:

WM = weighted mean

x = frequency

w = rating of the respondents

n = total number of respondents

3. Likert Scale. This was used to interpret the Evaluating the Essential
Services of a Tourist Destination: Continuing improvement of Long Beach
Resort in Noveleta Cavite. In how many agree in given information in terms of
essential service.
 34

Table 1. five-Point likert scale used in rating the the quality services of Kalipayan
resort in Dasmariñas City as perceived by the customers.

RATE EQUIVALENT VERBAL INTERPRETATION

4 3.26 - 4.00 Strongly Satisfied

3 2.51 - 3.25 Satisfied

2 1.76 - 2.50 Dissatisfied

1 1.00 - 1.75 Strongly Dissatisfied

RESULTS AND DISCUSSION

Table 2. Demographic profile of the respondents in terms of age

AGE FREQUENCY PERCENTAGE

18 - 22 years old 12 40.00

23 - 27 years old 7 23.33

28 - 32 years old 4 13.33

33 - 37 years old 4 13.33

38 years old and above 3 10.00

TOTAL 30 100

Age
 35

The ages of the respondents ranged from 18 years old to 61 years old above.

The highest number of respondents,(40.00%) fall between 18 years old to 22 years

old,(22.33%).Were the ranged between 23-27 years old,(13.33%) were ranged

between 28-32 years old, (13.33%) were ranged between 33-37 years old, (10.00%)

and above result showed that the largest numbers of respondents surveyed in the

study were eighteen 18years old as shown in table.

Table 3. Demographic profile of the respondents in terms of sex

SEX FREQUENCY PERCENTAGE

Male 11 36.67

Female 19 63.33

TOTAL 30 100

Sex

Out of the 30 customer of resort, more than half of the respondents which

was (63.33%) were female and the remaining (36.67%) were male. It implied that

the female were dominant in the respondents in terms of going to the resorts as

presented in table 3.

Table 4. Frequency of visit of the customers of Kalipayan Resort in Dasmariñas

City, Cavite

FREQUENCY OF VISIT FREQUENCY PERCENTAGE

Weekly 2 6.67

Monthly 3 10.00

Quarterly 5 16.67
 36

Yearly 20 66.67

TOTAL 30 100

Frequency of visits

Table 4 shows that (66.67%) or 20 respondents yearly visited the resort, (16.67%) or

respondents visited the resort quarterly (10.00%) or 3 respondents visited the resorts

monthly, (6.67%) or 2 respondents visited the resorts weekly.

Result showed that the largest numbers of respondents surveyed in the study

said that they yearly go the resort.

Table 5. Factors affecting customer preference in order to have a satisfaction in

terms of price

PRICE FREQUENCY PERCENTAGE

Affordable Price 10 33.33

Special Price 4 13.33

Discounted Price 9 30.00

Promo Package 7 23.33

TOTAL 30 100

Price

Factors Affecting customer preference in terms of price among the preferred

factors in choosing the selection in terms of price, (33.33%) or 10 respondents

 37

choose affordable price, (30.00%) or 9 respondents choose discounted price,

(23.33%) or 7 respondents prefer the promo package, (13.33%) or 4 respondents

prefer the special price.

The data presented in table shows that majority of the respondents are

preferred for the affordable price.

Table 6. Factors affecting customer preference in order to have a satisfaction

INFLUENCE FREQUENCY PERCENTAGE

13 43.33
Family

Friend 11 36.67

Schoolmate 3 10.00

Advertisements 3 10.00

TOTAL 30 100

Influence

In terms of influence out of 30 respondents, (43.33%) or 13 respondents

that they were influence by their family; (36.67%) or 11 respondents that they were
 38

influence by friend; (10.00%) or 3 respondents that they were influence by

schoolmate; (10.00%) or 3 respondents that they were influence by advertisements

The data presented in table 6 shows that most of the respondents decision

in selecting a resort where affected by their close relative because almost of the

respondents were influence by their family. It shows that the family still had an impact

in terms of their decision making in choosing in resort.

Table 7. Factors affecting customer preference in order to have a satisfaction

HOSPITALITY FREQUENCY PERCENTAGE

Very Pleasant 11 36.67

Pleasant 7 23.33

Unpleasant 6 20.00

Very Unpleasant 6 20.00

TOTAL 30 100

Hospitality

In terms of hospitality Out of 30 respondents, (36.67%) or 11 respondents

mentioned that the hospitality they received from the resort was very pleasant;

(23.33%) or 7 respondents mention that the hospitality they receive from the resort
 39

was pleasant; (20.00%) or 6 respondents mentioned that the hospitality they received

from the resort was unpleasant; (20.00%) or 6 respondents mentioned that the

hospitality they received from the resort was very unpleasant.

Result showed in table 7 indicates that most of the respondents mentioned

that the hospitality they receive from the resort was very pleasant.

Table 8. Quality Services of Kalipayan Resort in Dasmariñas City as Perceived by

the Customers

VERBAL
RELIABILITY W.M.
INTERPRETATION

1. Delivering their promises to do something 3.10 Satisfied

was the guests attended on time
2. The sincerity of their interest in solving my 3.13 Satisfied
problem
3. They performed their services immediate on 3.07 Satisfied
the first time of meeting the guests.
4. Providing service as promised to do with
3.20 Satisfied
guests

GENERAL WEIGHTED MEAN 3.13 SATISFIED

Reliability
 40

Quality services of Kalipayan Resort in Dasmariñas City as perceived by the

customers in terms of reliability were rated as satisfied with general weighted mean

of 3.13 providing service as promised to do with guest. Respondents rated as

satisfied with a weighted mean of 3.20 moreover the sincerity of their interest in

solving my problem, performed their services immediate on the first time of meeting

the guest and delivering they promises to do something was the guest attended on

time. Were also all rated by the respondents as satisfied with a weighted mean of

3.13, 3.07, 3.10 respectively.

Table 9. Frequency distribution on the quality services of Kalipayan Resort in

Dasmariñas City as perceived by the customers in terms of reliability

LEVEL OF SATISFACTION FREQUENCY PERCENTAGE

Strongly Satisfied 9 30.00

Satisfied 17 56.67

Dissatisfied 4 13.33

TOTAL 30 100

Table 10. Quality services of Kalipayan Resort in Dasmariñas City as perceived by

the customers in terms of assurance

VERBAL
ASSURANCE W.M.
INTERPRETATION

1. The resort employee are very courteous 3.40 Strongly Satisfied

with their guest.
 41

2. Customers feel safe whenever transacting 3.60 Strongly Satisfied

with resort employees.
3. Employees are trustworthy in all manners at 3.33 Strongly Satisfied
all time
4. Employees service mark a commendable
3.40 Strongly Satisfied
action.

STRONGLY
GENERAL WEIGHTED MEAN 3.43
SATISFIED

Assurance

In terms of assurance, the quality of service offered by the resort were

strongly satisfied with general weighted mean of 3.43 which was strongly satisfied.

Moreover, in courteousness of their employee, safety in transaction with their

employee, trustworthy in all manners with their employee and the service mark a

commendable action are also all rated by the respondents as strongly satisfied with a

weighted mean of 3.40, 3.60, 3.33,3.40 resfectively.

It implied that the resort have a trustworthy employee by having a highest

weighted mean of 3.60 in the employee action that instill in them but the employee

should put some attention to customer to assure them well.

Table 11. Frequency distribution on the quality services of Kalipayan Resort in

Dasmariñas City as perceived by the customers in terms of assurance

LEVEL OF SATISFACTION FREQUENCY PERCENTAGE

Strongly Satisfied 20 66.67

Satisfied 8 26.67

Dissatisfied 2 6.67

TOTAL 30 100

Table 12. Quality services of Kalipayan Resort in Dasmariñas City as perceived by

 42

the customers in terms of tangibility

VERBAL
TANGIBILITY W.M.
INTERPRETATION

3.00 Satisfied
1. The Quality of their equipment are reliable.
2. The appearance of their physical facilities
3.40 Strongly Satisfied
are consistent with the type of service
industry
3.13 Satisfied
3. Employees dressed neat and appropriately.

4. The appearance of their distributed

3.30 Strongly Satisfied
materials are informative. (i.e pamphlets,
brochure, leaflets etc.)
GENERAL WEIGHTED MEAN 3.21 SATISFIED

Tangibility

Table shows the respondents as perceived by the customer in terms of

tangibility resulted with a general weighted mean of 3.21 with a verbal interpretation

of satisfied it was also revealed that the indicators such as appearance of their

physical facilities appearance of their distributed materials were rated as strongly

satisfied with the weighted mean of 3.40, 3.30 while the quality of their equipment

employees dressed neat were rated as satisfied with the weighted mean of 3.00,3.30

Table 13. Frequency distribution on the quality services of Kalipayan Resort in

Dasmariñas City as perceived by the customers in terms of tangibility

LEVEL OF SATISFACTION FREQUENCY PERCENTAGE

Strongly Satisfied 12 40.00

Satisfied 13 43.33
 43

Dissatisfied 5 16.67

TOTAL 30 100

Table 14. Quality services of Kalipayan Resort in Dasmariñas City as perceived by

the customers in terms of empathy

VERBAL
Empathy W.M.
INTERPRETATION

1. Their operating hours is very convenience 3.57 Strongly Satisfied

for the guests.
2. The personal attention I received from their 3.13 Satisfied
employees are highly recommended.
3. The dedication and efforts with their work is 3.23 Satisfied
fulfilling.
4. The guests exceed expectation from the
3.13 Satisfied
staff and management performance.

STRONGLY
GENERAL WEIGHTED MEAN 3.27
SATISFIED

Empathy

Table 14 shows the respondents on the quality service of resort in terms of

empathy as perceived by the customer rated as strongly satisfied with a general

weighted mean of 3.27. moreover, it was revealed that the indicators such as

convenience of operating hours, personal attention received from their employees,

dedication and efforts with their work fulfilling, and the guest exceed expectation from

the staff and management performance were all rated as strongly satisfied with a

weighted mean 3.57,3.13,3.23,3.13 respectively

Table 15. Frequency distribution on the quality services of Kalipayan Resort in

Dasmariñas City as perceived by the customers in terms of empathy

LEVEL OF SATISFACTION FREQUENCY PERCENTAGE

 44

Strongly Satisfied 13 43.33

Satisfied 13 43.33

Dissatisfied 4 13.33

TOTAL 30 100

Table 16. Quality services of Kalipayan Resort in Dasmariñas City as perceived by

the customers in terms of responsiveness

VERBAL
Responsiveness W.M.
INTERPRETATION

1. The accuracy of their records reflects the 3.37 Strongly Satisfied

priority of their services.
2. Receiving prompt service from their 3.30 Strongly Satisfied
employees, gives immediate action.
3. The willingness of their employees to help
3.40 Strongly Satisfied
me, provides better relationship with the
guests and management.
STRONGLY
GENERAL WEIGHTED MEAN 3.36
SATISFIED

Responsiveness
 45

Table 16 shows the quality of the resort in terms of responsiveness as

perceived by the customer rated as strongly satisfied with a general weighted 3.36.

data tells that when it comes to willingness of their employees to help, it got the

highest weighted mean of 3.40 which was a strongly satisfied. Furthermore in

accuracy of the records, receiving prompt service from their employees and

willingness of their employees to help were also got same rating which was strongly

satisfied with a weighted of 3.37,3.30, respectively

It implied that the resort were accurate on their records but the employees

have lack of willingness to help to their customer they should provide training for

employees to improve and develop their working skills.

In the study Alin Sriyam (2010) found out that responsiveness was the most

important factor as a determinant of customer satisfaction with service.

Table 17. Frequency distribution on the quality services of Kalipayan Resort in

Dasmariñas City as perceived by the customers in terms of

responsiveness

LEVEL OF SATISFACTION FREQUENCY PERCENTAGE

Strongly Satisfied 18 60.00

Satisfied 10 33.33

Dissatisfied 2 6.67

TOTAL 30 100
 46

SUMMARY, CONCLUSION AND RECOMMENDATION

This chapter deals with the summary of the problem investigated in the study. A

summary of findings, conclusion and recommendation are presented in this chapter.

Summary

The study was conducted to know the preference towards service quality for

customer satisfaction in kalipayan resort Dasmariñas Cavite. It aimed to describe the

demographic -profile of the respondents, determine the frequency of visits, determine

the factors affecting the customer preference in order to have a satisfaction of quality

of service; analyze the quality of service of Kalipayan Resort in five dimension; and

analyze the relationship between factors affecting customer preference and the

service quality of Kalipayan Resort Dasmariñas City, Cavite.

 47

It was conducted during the Research I last second semester on February to

April 2019 then proceeded to Research II of first semester on August to November

2019 in the Kalipayan Resort Dasmariñas City, Cavite. Thirty customers from resorts

served as the respondents of the study.

The study revealed the following:

Demographic Profile of the respondents

Out of 30 respondents, in terms of age, the highest number of respondents

was 18 years old to 22 years old while the lowest was 38 years old and above. In

terms of sex more than half of the respondents were female with a (63.3)

Frequency of visits

In terms of frequency of visits majority of the respondents (66.67%) yearly

visited the resort and least (6.67%) visited the resort weekly.

Factors affecting the Customer preference in order to have a satisfaction

In terms of price condition, most respondents preferred the affordable

price and least preferred special price. Whereas in terms of influence, most

respondents with (43.33%) selected that they were influence by their family and

the least with (10.00%) selected that they were influence by schoolmate and

advertisement. On the other hand in terms of Hospitality, (36.67%) of

respondents mostly mentioned that the hospitality they received from the resort

was very pleasant and the least with (20.00%) mentioned very unpleasant.

Quality of service of resorts

Among the five dimensions of service quality, Assurance got the highest

general weighted mean of 3.43 with a verbal interpretation of strongly satisfied as

perceived by the customer. While Tangibility got the lowest general weighted
 48

mean of 3.21 with a verbal interpretation of satisfied as perceived by the

customer.

Conclusion

On the above findings, the following conclusions were drawn.

In the demographic profile, majority of the respondents at the resort was 18

years old to 22 years old.

It implied that customers belonged to this age bracket were more likely indulged

with going to the resorts. It was found out that more than half of the respondents

surveyed in the study were female.

As supported by Linga and Malasaga (2016) they identified three reasons

which motivate a respondents visiting the resort; spend time with their family, to have

fun and to break away from everyday pressure. Moreover most respondents

mentioned that they yearly visit the resorts.

 49

In the factors affecting the customer preference in terms of price condition, the

respondents mostly preferred the affordable price. While in terms of influence, most

of the respondents was influence by their family. Lastly, when it comes to the

hospitality, most of the respondents mentioned that the hospitality they received from

the resort was very pleasant.

The resorts have a positive feedback to the five dimensions of service quality

by having a strongly satisfied verbal interpretation from the respondents particularly

assurance that shown the highest general weighted mean of 3.43 and rated as

strongly satisfied. Therefore, it implied that resorts management should maintain the

attributes of assurance service quality at the resorts. According to (2010) found out

that assurance the most important factor of ensuring high level of customer

satisfaction on service.

Recommendation

Based on the findings, the following recommendations were presented by the

researchers.

The study would important to resort owners because it would help them give

information on how they could perform their services that would result very

satisfactory and beneficial, who wants have development customer service and

success for their business. They can get an idea on what are the things that they

need to improve on their resort.

The study would also be important to customer for them to have an idea of

choosing the best resort that they could visit by being satisfied with the service

rendered by the resort.

 50

Researchers strongly recommended to resorts management that having a

good quality service that would be unique from other competitors so that it would

serve as their competitive advantage to others. So no matter how many resorts were

there the customer would always choose their resort because of the uniqueness they

offered to the customer. The resort needed to improve their quality service in terms of

reliability which gets the lowest general weighted mean of 3.1 among five dimension

of service quality, through perform the service in an accurate and dependable

manner and accurately. that got the lowest weighted mean. It implied that the resort

were lack in providing services at the time they a promised to do. So it implied that

resort should improve more of their reliability in terms of providing services at the

time they promised to do so; So that customer would highly satisfied with the service

they received. In the study of parasuraman (2010) reliability is one of the most

important service components for the customer.

Researchers strongly recommended in terms of price condition the resort

management must given more attention on the special price to persuade more

customers to visit their resort. It implied that the resort owner should maintain the

affordability of price, they resorts which was one reason why customer visits their

resorts. In terms of influence, the resorts need to focus on the advertisement of their

resort to convince more customers to visit their resort. It implied that the most of the

respondents were influence by their family in choosing a resort

It implied that the resort should maintain the convience operating hours of the

resort and improve the skills of the employees in understanding the needs of the

customer by providing them train. In the study of Alin Sriyam (2010) resorted

management should arrange special courses that will help improve effective

communication to the customer.

 51

Moreover, researchers strongly recommended the resort to highly satisfy the

customer by improving the service upgrading great different facilities that would

encourage customers to visit their resort and to make customer stay loyal to them.
 52

https://www.checkmarket.com/blog/socio-demographics-online-surveys/

The importance of socio-demographics in online surveys

https://www.checkmarket.com/blog/how-to-estimate-your-population-and-survey-

sample-size/

Sahin, E. (2014) Gender Equity in Education. Open Journal of Social Sciences, 2,

59-63. doi: 10.4236/jss.2014.21007.
 53

Customer loyalty: a review and future directions with a special focus on the
hospitality industry.

Published on Apr 13, 2015in International Journal of Contemporary Hospitality

Management

Using visit frequency to segment ski resorts customers

https://doi.org/10.1177/1356766706059029

Rodoula Tsiotsou

N. Plastira 57 Lykovrisi, TK 14123 Athens, Greece Tel. 0030 210

2849584 rtsiotsou@yahoo.gr

Article Information
Volume: 14 issue: 1, page(s): 41-56

Article first published online: January 1, 2008; Issue published: January 1, 2008

Fang Meng

School of Human and Consumer Sciences, College of Health and Human Services
Ohio University, Grover Center W324, Athens, OH 45701 USA, meng@ohio.edu

Yodmanee Tepanon

Standard Hospitality Elements at Resorts: An Empirical Assessment

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