Importance of Service Quality

on Customer Satisfaction:
Beach Resort in Pantukan,
Davao de Oro

Group 21
Researchers:
Alfrancis Rene F. Bactong
Grezhiel Ann I. Fernandez
 INTRODUCTION

• The customers’ satisfaction can be defined as “the fulfilment

response” which they feel towards given quality service
(Oliver, 2015).
• Service quality and customer satisfaction are strategic issues
of service organizations. In today's competitive world,
providing high quality services is a necessity for service
organizations particularly beach resorts.
RESEARCH OBJECTIVES
1. To assess the level of service quality of beach
resorts in terms of:
• 1.1 tangibility;
• 1.2 reliability;
• 1.3 responsiveness
• 1.4 assurance; and
• 1.5. empathy
RESEARCH OBJECTIVES
2. To find out the level of customers’
satisfaction in term/s of:
2.1 loyalty
3. To determine the significant relationship
between service quality and customer
satisfaction in different beach resorts.
4. To determine overall customer satisfaction
with products or services in beach resort.
CONCEPTUAL FRAMEWORK
 METHODOLOGY

• RESEARCH DESIGN - Correlation (McCombes, 2019).

• RESEARCH LOCALE - Pantukan, Davao de Oro, Philippines

- Customers/Guests
• RESEARCH RESPONDENTS - Residents of Pantukan Davao de
Oro and individuals who visited
beaches in Pantukan.
- Simple Random Sampling (Thomas,
2020).
 METHODOLOGY

• RESEARCH INSTRUMENT - Researcher Made Questionnaire

• DATA GATHERING - Questionnaire Validation.
- Request and approval letter to
PEOCEDURE
conduct research among the tourist.

• STATISTICAL TOOL - Person (r), Mean, Median and Mode

(John Dudovskiy, 2017).
REFERENCES
Books and Articles
• Agresti, A & Finlay, B (2009) Statistical Methods for the Social
Sciences.4th edition. New Jersey, Pearson Education,
Inc.

• Anderson, E.W., Fornell, C., & Lehmann, D.R. (1994), customer

satisfaction, market share and profitability: findings
from Sweden, Journal of Marketing, 58(3) , 53-66

• Barbara R. Lewis (1993) Marketing Intelligence & Planning,

MCB University Press, 11(4), 4- 12. 0263-4503.
REFERENCES
• Bennett. R and Barkensio A. (2005) Relationship quality, relationship marketing,
and client perceptions of the levels of service quality of charitable
organisations, International Journal of Service Industry Management ,
16(1) 81-106 Boulding, William, Ajay Kalra, Richard Staelin, and Valarie
A. Zeithaml (1993).
 
• Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of
service quality and its implications for future research, Journal of
Marketing, 49, 41-50.

• Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-

item scale for measuring consumer perceptions of service quality,
Journal of Retailing, 64 (1), p.12-40. Ahmed, I., Nawaz, MM.,Usman, A.,
Shaukat, MZ., Ahmed, N., Wasin-ul- R., (2010) Does service quality affect
students' performance? Evidence from institutes of higher learning,
African Journal Of Business Management, 4 (16), 3457.3462.
 Importance of Service Quality on
Customer Satisfaction: Beach
Resort in Pantukan, Davao de Oro

Group 21
Researchers:
Alfrancis Rene F. Bactong
Grezhiel Ann I. Fernandez