1 Philippines

Republic of the
AISAT College Dasmariñas
AISAT Building, Aguinaldo Highway
Dasmariñas City Cavite

GUEST SATISFACTION IN SERVICES OF QUEST HOTEL IN TAGAYTAY

CITY, CAVITE

Undergraduate Research
Submitted to the faculty of the
Department of Tourism and Hospitality Management
AISAT College – Dasmariñas, Inc.
City of Dasmariñas, Cavite

In Partial Fulfillment
of the Requirements for the subject of
TPC10-RT1: Research in Tourism 1

Andres, Marjorie P.
Laher, Cristy Jane C.
Llorera, Prince Christian B.
Lopez, Kenmark L.
Macalintal, Sherald Keith B.
Manasan, Jimy Liza D.
Manliclic, Jericho C.

Submitted to:
Mrs. Argelene Martinez

OCTOBER 2022
Introduction

Tagaytay has long been the favorite weekend destination for local and international tourists.

Aside from the fact that it is indeed very accessible from the bustling cities of Metro Manila, it

also has a ton of things to offer Tagaytay has everything you need The city has been widely

known for its ever-famous and fantastic view of the Taal Volcano Island.

Quest Hotel Tagaytay is one of the newest hotel breeds in the city. Boasting its strategic

location offering majestic vantage points for you to appreciate Taal Volcano, this hotel also

offers premium--quality accommodation services with top-class facilities and amenities. Quest

Hotel is located at Divesion Road Tagaytay City, enabling all the guest to access almost every

famous tourist spot Tagaytay has to offer. It is also conveniently located near Ayala Malls Serin

and Fora Lifestyle Mall.

Quest Hotel Tagaytay has a total of 92 rooms all equipped with premium-quality facilities and

amenities including brand-new and clean beds, speedy WIFI flatscreen TV’s a spacious

bathroom, and many more essentials! You can also enjoy having a quick dip in the hotels indoor

and outdoor swimming pools or decide to have a hearty meal at the hotel’s very own restaurant

before starting your adventure in Tagaytay.

The purpose of this study is to understand the guest satisfaction in services in Quest Hotel,

Tagaytay City. Guest satisfaction is often used as an indicator of whether guest will return to the

hotel. Numerous research studies have shown that guest satisfaction is an important topic. A

high level of guest satisfaction leads to an increase in repeat patronage, loyalty, as well as

recruiting new customers by enhancing an organization's reputation.

 According to Elvira & Shpetim, ( 2016 ) customer satisfaction results in customer loyalty

which contributes to repeat purchases and recommend the product or service to family and

friends. Customer satisfaction is built on the quality of services offered by an enterprise.

According to Shwarma & Srivasta, ( 2018 ) with a better service quality in place, the

organisation is assured of increased sales because their consumer base shall be reliable and

stable. This factor results in constant profits for the organisation, which in the long run boosts

overall performance. Exceeding the customers expectation and making them feel like they

received their money worth is the key to providing high quality service. Customers have

changed prospects based on their consideration of service or product quality. This factor is an

indicator that a customer determines the quality of service in the hotel industry. Also, the five

dimensional aspects of service quality empathy, reliability, tangibles, responsiveness, and

service assurance impact service quality and customer satisfaction. Danish ( 2018 ) describe

service quality as the comparative function that links customer expectations.

A good customer relationship entails the provision of top-notch services in comparison to

business rivals. Customer feedback is essential in determining their nature of satisfaction.

Towards the success of any organisation, service quality management programs are essential.

According to Elvira & Shpetim (2016) define consumer satisfaction as the client response to the

perceived service based on personal expectations and the service's actual performance.

Moreover, Farooq & Salam (2018) state that customer satisfaction refers to how a service's

perceived performance matches or surpasses customer expectations. It will showcase the guest

satisfaction of each category separately. It could be room amenities, food quality, the hotel’s

ambience and much more.

 Guest satisfaction is the prime objective of hotel industry. The key to guest satisfaction is

understanding the relationship between expectations and experience. The success of a

hospitality business is largely affected by its level of customer satisfaction. When customers

have a pleasant experience, they may return in the future and they share their experience with

friends and family members, resulting in even more sales for the business.

Customer satisfaction is a business philosophy which tends to the creation of value for

customers, anticipating and managing their expectations, and demonstrating ability and

responsibility to satisfy their needs. In order to achieve customer satisfaction, it is important to

recognize and to anticipate customers' needs and to be able to satisfy them. Enterprises which

are able to rapidly understand and satisfy customers' needs, make greater profits than those

which fail to understand and satisfy them.

According to Barsky & Nash, ( 2003 ) since the cost of attracting new customers is higher

than the cost of retaining the existing ones, in order to be successful managers must

concentrate on retaining existing customers implementing effective policies of customer

satisfaction and loyalty. According to Albayrak and Caben ( 2015 ) the relationships between

hotel attributes and customer satisfaction could be asymmetric. Specifically, one unit of positive

performance of a hotel attribute could have a much greater impact on customer satisfaction than

a corresponding unit of negative performance, and similarly negative performance of a hotel

attribute could outweigh the effect of its positive performance on customer satisfaction.
 The purpose of this study is to determine guest satisfaction in services in Quest Hotel,

Tagaytay City. Guest satisfaction is the measurement of how happy and satisfied the guest with

the products and services offered in Quest Hotel, Tagaytay City. This study will examine the

guest satisfaction in services in Quest Hotel, Tagytay City. Knowing guest satisfaction about the

product, services, facilities, food and beverage and location.

Most companies and researchers alike have had significant interests in the aspects of

customer satisfaction and service quality. As is common to all organisations, the fundamental

objective in business is to minimise costs and increase profits—the surest wayto achieve profit

increases through increased sales (Zameer et al., 2015). As has been noted by most

researchers, customer satisfaction is the main driving force behind increased sales (Elvira &

Shpetim, 2016). Customer satisfaction results in customer loyalty which contributes to repeat

purchases and recommend the product or service to family and friends.

In the ancient business days, the main focus was marketing products to customers.

However, according to current trends, businesses have shifted towards enhancing customer

satisfaction as the pivotal point to drive sales (Farooq & Salam, 2018). Currently, more focus

has been drawn towards consumers compared to product marketing and consumption.

Customer satisfaction is built on the quality of services offered by an enterprise (Sharma &

Srivasta, 2018). With a better service quality in place, the organisation is assured of increased

sales because their consumer base shall be reliable and stable. This factor results in constant

profits for the organisation,which in the long run boosts overall performance.
 With regards to the aspect of operations management, customers are central to any

business. Before determining the strategies to apply or the type of business structure to

implement, every business entity should have its customers in mind (Elvira & Shpetim, 2016).

According to Esther & Bambale (2016), during the strategic planning phase, common questions

that may arise include who consumers of the services shall be, what’s their location, how much

are they willing to spend on the service, how can they be reached, and how likely are they to get

satisfied with the services offered? After evaluating these factors regarding its potential

customers, the organisation can develop the desired product, perform market segmentation,

and increase customer awareness (Esther & Bambale, 2016). This scenario, therefore, depicts

the importance of customers in any business undertaking. When making a product or service

purchase, the main aim of every customer is to achieve satisfaction. In the current marketplace

setting, winning customers entails not only the provision of the required products but also

building customer relationship (Fida et al., 2020). Here, a good customer relationship entails the

provision of top-notch services in comparison to business rivals.

Customer feedback is essential in determining their nature of satisfaction. Fida et al. (2020)

state that there are higher probabilities of customer satisfaction when service quality is top-

notch. Towards the success of any organisation, service quality management programs are

essential. These programs are aimed at enhancing product quality and their marketing

strategies. This factor is because product quality directly impacts its market performance, hence

customer satisfaction (Danish, 2018; Farooq & Salam, 2018). Therefore, this factor brings us to

the question as to whether it's the quality of the product or the quality of the service that leads to

customer satisfaction. Also, we need to establish whether companies are meeting the basic

standards desired by every customer.

Statement of the problem

This research intends to investigate the Guest Satisfaction in Services in Quest Hotel,

Tagaytay City.

Specifically the following questions will be answered:

1. The demographic profile of the hotel guest at Quest Hotel Tagaytay City, Cavite in terms of;

A. age

B. Sex

C. Educational level

D. Employment status

2. What are the services offered by Quest Hotel in Tagaytay City?

A. Amenities

B. Accommodation

C. Customer Relations

3. What is the level of satisfaction of guests during their stay in Quest Hotel in terms of:

A. Amenities

B. Accommodation

C. Customer Relations
4. How does Quest Hotel manage customer satisfaction?

A. Amenities

B. Accommodation

C. Customer Relations

Hypothesis

The Researchers would like to understand the impacts and importance of guest satisfaction

in services in Quest Hotel, Tagaytay City. Thus, the following hypothesis were formulated based

on the statement of the problem.

1. There is significant relationship between guest satisfaction in services guest satisfaction

in Quest Hotel, Tagaytay City

2. There is no significant relationship between demographic profile of hotel guest to their

services.

Significance of the study

The findings of this study will benefit various educational stakeholders. This study will

provide some insights and information towards guest satisfaction in services in Quest Hotel,

Tagaytay City. This research study is completed and conducted to directly or indirectly generate

benefits for these following groups:

Students. The study would be beneficial to them to be more aware about the guest

satisfaction in services and be helpful to the tourism and hospitality industry.

 Tourism. The study would help them to understand guest's preferences and local tourism

market. It will help them as well to promote their industry to give much more importance in guest

satisfaction in services.

Future Researchers . The study would serve them as their reference in their research study

which could be beneficial and similar to this.

Guest. It will be significant for them on the degree of satisfaction. It will help them as well as

sought when interacting with other guest, service personnel, residents and examines how these

benefits can contribute to the total guest experience.

Hotel. It will also relevant for them to give much more important on excellent customer

service and ensures improvements and amendments to failed services. It will help them as well

to promote their products and services.

Economy. This study would help them to produces new products, create new jobs and new

industries and make a large contribution to our economic growth and over all national welfare.

Employee. It will serve them as a reference material for future researcher in this area. It will

also visualize that the findings of this study will enable the organization to know how to address

issues concerning the employees and its working environment and to consider office design as

an important factor in increasing employees performace.

THEORETICAL FRAMEWORK

Customer satisfaction is a general principle of customer service. It measures a customer’s

perception of the quality and utility of a product or service. Customer satisfaction can be

measured by offering a service, or product or by having a relationship with a company, brand, or

individual. Customer satisfaction is the cornerstone of any business. Understanding your

customers and creating a system to create a satisfying experience for them will enable you to

boost your profits and repeat customers. To achieve customer satisfaction, you must

understand your customers’ needs and wants and their pain points. Only then can you make

sure they are fulfilled with each interaction. (Rana, 2022)

Guest satisfaction is the measurement and others are deliberate. In this globalized era of

information and technology, the behavior, environment, and competition of business change

dramatically. To stay in the business, company depends on the capability of the management to

respond to such changes. In fact, this capability has become the key characteristic of

competitive advantages and the success of many companies. In line with that, customer

expectation changes and thus the satisfaction level. (Research Gate, 2010)

Furthermore, customer satisfaction means that how the customer perceives service delivery.

Customer satisfaction is a function of service performance relative to the customer expectation.

For this reason, it is important to understand how customer expectation is formed in order to

identify the factors of service satisfaction in the hotel industry. As different customers have

different expectations, based on their knowledgeof a product or service Reisig & Chandek

(2001).
 This can be implied that a customer may estimate what the service performance will be or

may think what the performance ought to be. If the service performance meets or exceeds

customers’ expectation, the customers will be satisfied. Previous research explored customer

satisfaction regarding the service quality of all areas in the hotel so that the hotel can assess the

customer perception. This study identified five factors of service quality by focusing on the front

office staff only, and explored the customers’ expectations and perception levels of these

services. (Srinivas, 2013)

Conceptual Framework

INPUT
OUTPUT
• What is the level of PROCESS
satisfaction of guest • Determine
• Data gathering the guest
during their stay in
through surveys satisfaction in
Quest Hotel in terms
of; terms of
• Descriptive
service in
Interpretation
a. Amenities Quest Hotel,
and analysis
Tagaytay
b. Accommodation
c. Customer Relations

• What are the services

offered by Quest Hotel
in Tagaytay City ?
• How does Quest
Hitel manage customer
satisfaction ?

Figure 1: Conceptual Framework on the study of Guest Satisfaction in Service in Quest Hotel,

Tagaytay
 In Figure 1, it shows the Input, Process, and Output (IPO) diagram of the study. The Inputs

that were covered in this research include the following: (1) the guests and the staffs of Quest

Hotel, Tagaytay, and (2) the guest satisfaction in service of Quest Hotel, Tagaytay in terms of

A. Amenities, B. Accommodation and C. Customers Relations.

The process is referred to the data-gathering procedures to be used in analyzing and

evaluating the information obtained such as (1) the data gathering through surveys and (2)

descriptive Interpretation and analysis of the data that has been gathered. The output was the

main goal of this research was to determine guest satisfaction of service in Quest Hotel,

Tagaytay.

Scope and limitation of the study

The researchers conduct this study to determine guest satisfaction in services in Quest

Hotel, Tagaytay City. This is also limited to the subjective of the study since the researchers

only wanted to determine the facts about the guest satisfaction in services in Quest Hotel,

Tagaytay City. The study shall only include the hotel guest in Quest Hotel, Tagaytay City. The

guest from the other hotels are not included

The researchers also want to promote the importance and significant impact of guest

satisfaction in services in terms of true service excellence requires personalization and making

each customer feel as though there is no one else. Recognize their needs and fine-tune their

offerings to improve overall guest experience - resulting in positive reviews, return visits and

ultimately higher profit.

Definition of terms

These following terms have been chosen by the researchers themselves and define them

accordingly to the context of the research study since these words have been a big role in

stating the research purpose, problems and even typologies.

Guest - A client who stays at, eats at, or enjoys entertainment at a hotel or restaurant. A guest

is ”a recipient of hospitality, specifically someone staying by invitation at the house of another”.

Satisfaction - Satisfaction is the pleasure felt after a need is fulfilled. One would suppose a

person is satisfied when his or her expectations or desires or requirements have been met.

According to Hansemark and Albinsson (2004), “satisfaction is an overall customer attitude

towards a service provider, or an emotional reaction to the difference between what customers

anticipate and what they receive, regarding the fulfillment of some need, goal or desire”.

Services - A service is any activity or benefit that one party can offer to another which is

essential intangible and does not result is the ownership of anything. Its production may or may

not be tied to a physical product”. – Philip Kotler

Comment Card - essentially a short customer survey questionnaire (Weaver, 2005) which

generally is in the form of a 'tent card' like that found in restaurants, which are primarily short

with only a few questions/items.

Communication, External - communication that occurs between employees and

nonemployees such as guests, intermediaries and suppliers. External communications

directed at customers flow from formal and informal sources, with the former including public

relations and advertising, and the latter including customer feedback and wordof-mouth

(Herstein, Mitki & Jaffe, 2007)

Communication, Internal - communication that occurs between employees in an organisation

and includes lateral, upward and downward communication within a hierarchy (see Employers'

Organisation, 2004).

Guestroom Collateral - (hotel industry term) an article, typically a printed item, placed in the

guestroom as part of the physical setup for purposes of enhancing the guestroom experience.

Hotel - a commercial establishment providing lodging, meals, and other guest services.

Hotelier - commonly defined as the manager or owner of a hotel (Dictionary of Hotels, Tourism

and Catering Management, 1994). In this study, hotelier either specifically refers to a hotel's

General Manager who "is the chief executive officer of its business" (Nebel ill, 1991, p. xvii), a

term typically used in acronym form (GM); or in reference to the most senior person in charge of

the day-to-day running of the property. The latter includes group general manager, executive

director, corporate vice president of operations (senior level) and (property) manager, executive

assistant manager (EAM) or resident manager (RM).

Hotel Guest Questionnaire - a feedback mechanism in printed (paper) and electronic format,

also commonly referred to as a guest comment card (GCC) or survey.

Property - the physical/tangible part of the hotel product/service mix. This encompasses the so-

called 'hard' aspects, "principally facilities and amenities, consisting largely of physical

infrastructure, plant and customer-service technologies" (Losekoot, van Wezel, & Wood, 2001,

p. 298). Hotel printed collateral could be considered part of the property. Hotel facilities,

although increasingly seen as being less important relative to intangibles (Vargo & Lusch,
2004a), are still regarded as vital for customer satisfaction (Losekoot, van Wezel, & Wood,

2001).

Remote Service Encounter - This encounter "occurs without any direct human contact"

(Botschen, 2000, p. 285) consists of an interaction between hotel employee and guest which

occurs without a face-to-face scenario.

Service Innovation - the innovation processes that are directed at the development of new

services (Vermeulen & van der Aa, 2003) which are configurable to different environments and

not necessarily constrained by 'best practice' (Tidd & Hull, 2003). A service innovation as the

transformation of a dormant asset "into something of substantially greater value to both the

customer and the organization".

Service Quality - the quality of service is a customer's perception of that particular service

relative to past experiences of service performances.