STATUS, GUEST PERCEPTION, AND

EXPERIENCE IN BAR SERVICES IN THREE

TO FOUR STAR-RATED HOTELS

Kimberly H. Rejas
Angelene L. Portrias
Reycel S. Cutillas
BSHM 3D
BACHELOR OF SCIENCE IN HOSPITALTY MAANAGEMENT
BOHOL ISLAND STATE UNIVERSITY MAIN CAMPUS
CHAPTER 1
Rationale

• The bar industry is a lucrative part of the larger food and drinks services industry. Bars, also
known as pubs or taverns, are establishments that provides beer and other alcohol, often with a
light food menu but some bars are typically offered more cocktails and contain a dance floor with
a stage for Disc jockey or Dj. live music and they also provide private karaoke television room.

• In every business, it is a goal to create an atmosphere that is inviting and comforting to a guest.
When customer feel at home, they will be spending extra money to stay longer and enjoy
prolonged company while at the same time making huge profit growth business like in a bar.

• A bar is one of the key revenue-generating areas of the food and beverage service department in
the hotel industry, however the main function of the bar is to serve the alcoholic drinks in the
appropriate glassware according to customer’s preference. Revenue of bars comes primarily
from the sale of alcoholic beverages.
• A happy customer is one who is satisfied with the experience that they have with the product and service.
In every successful business, outstanding customer experience is one of their hearts for the reason that it
can increase customer retention, boost customer lifetime values, builds brand loyalty, impacts brand
reputability and give companies a competitive advantage.

• When the company is in a competitive niche, it’s often not enough to offer high-quality services. You also
have to consider how customers perceive the service. Being aware of customer perception helps the
organization know what you’re doing right and what needs improvement. It is better to understand of what
motivates consumers to engage with your brand.

• However, the quality of service must consider by the bar companies in order to evaluate that reflects
customer’s perception in terms of reliability, assurance, responsiveness, empathy, and tangible.

• Furthermore, it is thrust of the researchers to identify the status of bar industry, the guest perception and
experience in bar services of star hotel in order determine whether the customer is satisfied or not to
improve the quality service while at the same time to generate the bar revenue. Furthermore, the result of
this study leads the researchers to provide the company an access to its service quality experience to their
customers.
 Lliterature Background

• Bar is an important part of the food and beverage department in a hotel. It provides alcoholic and
non-alcoholic beverages to the customers. It is established independently with a separate license
or included with the hotel by obtaining legal permission from the civil authority. The main attribute
of these institutions is a bar. (Firoj khan, 2010)

• There are various types of bars, the most common names for the bar are: Public or front bar,
Foyer bars, Cocktail bars, Nightclub bars, Dispense bar and Wine bars. (Gautam,2019)

• Bar parts consist of front bar, back bar and under bar. (Praveen, 2018)

• The characteristics of bartender: Engaging personality, , excellent recall of details, physical

strength and stamina and excellent mixology skills. (Chron Contributor, 2020)

• Hotel stars are a rating system that evaluates the features and amenities available at a hotel to
help guests choose the best hotel for their stay and budget, it measures the quality of the
property, not the experience. (Pascarella, 2009)
 Consumer Perception Republic Act, S.B. No. 2636
Theory “Anti-Underage Drinking Act”
Consumer perception is a Prohibiting the access of
notion that explains why minors to alcohol and
consumer behaves a certain penalizing establishments that
way and what consumers furnish alcohol to minors.
believes in, in different Executive Order No. 326, s.
aspects of life. 1941
(Blank, 2015) “Regulating the operation of
SERVQUAL bar”
To identify the gap in Regulate the establishment,
perception between what the maintenance and operation of
companies believes it is places of amusement in
delivering to customers and chartered cities, municipalities
mind of customers. and municipal districts.
(Parasuraman, 1988)

Star Hotel

GUEST PERCEPTION IN BAR GUEST EXPERIENCE IN BAR

SERVICES SERVICES

ACTION PLAN
Figure 1. Theoretical and conceptual framework
• Laws in many jurisdictions prohibit minors from entering a bar. If those under legal drinking
age are allowed to enter, as is the case with pubs that serve food, they are not allowed to drink.

• According to Inspector General (1991), allowing minors into drinking establishments such as bar
and nightclubs is, in the words of one enforcement official, “a regulator’s nightmare”. It creates
numerous difficulties for servers, who must conduct repeated identification checks and
continuously track who is actually drinking the beverage being served. It allows minors to
consume alcohol purchased from older individuals. And it encourages minors to drink as a way to
socialize and become one with their peers.

• This study is supported by the provision of Republic Act no. Republic Act., S.B. No. 2636 “Anti-
Underage Drinking Act” An act prohibiting the access of minors to alcohol and penalizing
establishments that furnish alcohol to minors.

• According to Matthews (2008), the main difficulty faced by most industries is the ability to continue
loyalty of customers and good brand reputation while at the same time making huge profits.
Competition puts pressure on many bar services providers to provide quality services. Moreover,
competition enhances many innovations that are focused on satisfying customers. It is important for
hotel industry to come up with their own unique ways by establishing bar or nightclubs to satisfy the
needs and wants of the guest and improve the quality services provided by the customers
perception and expectation while ate same time making profits.
• According to Kotler (1997), Perception plays an important role in life of the consumer. Our
environment including business environment is littered with numerous stimuli trying to attract our
attention. The quality of our perception depends on the way we process and interpret the stimuli
or the information reaching our senses. Perception is the process, by which an individual select,
organizes and interpret information inputs to create meaningful picture of the world. When we
interpret a situation or events, we are then in position to respond. Perception is a set of process
by which an individual becomes aware of and interpret information about the environment. If
everyone perceived everything the way, things would be a lot simpler, of course, the reverse is
true. Moreover, people often assume that, reality is objective that, we all perceive the same
things in the same way.

• According to Liljander & Strandvik (1997), providing good Customer experience results in
customer satisfaction, customer loyalty influencing expectations, supporting the brand and also
creating emotional bonds with customers. As a consequence, interest in customer experience is
increasing among service executives and service researchers.

• According to Parasuraman’s (1988} he developed model to measure the perception and

experience towards in any service, which name as SERVQUAL model. In the context of bar
services in hotel is based on the following five dimension; the reliability, responsiveness,
assurance, empathy and tangibles.
 Statement of the problem

The main purpose of this study is to determine the status, guest perception and experience in
bar services in three to four star-rated hotels within Tagbilaran City, Bohol. This study will be
conducted during the first semester of the academic year 2022-2023.

1. What is the status of the bars in three to four star-rated hotels in terms of reliabilities,
responsiveness ,assurance, empathy and tangibles?
2. What is the perception of the guests among the bars provided by three to four star-rated hotels
in terms of reliability, responsiveness, assurance, empathy and tangibles?
3. What is the experience of the guests among the bars provided by three to four star-rated hotels
in terms of reliabilities responsiveness, assurance, empathy and tangibles?
4. Is there a significant relationship between the customer’s perception and experience in bar
services?
5. Is there significant relationship between status and perception in bar services?
6. Is there significant relationship between status and experience in bar services?
7. What action plan be proposed from the result of the study?
Null Hypotheses
H01. There is no significant relationship between customers' perception and experience in bar
services in three to four star-rated hotels.
H02. There is no significant relationship between status and customers' perception in bar services in
three to four star-rated hotels.
H03. There is no significant relationship between status and customers' experience and in bar
services in three to four star-rated hotels.

Significance of the study

• Customer

• Hotelier Students

• Hotels

• Social media and Future Researchers.

RESEARCH METHODOLOGY

Design
The researchers will use the descriptive survey research design in which questionnaires will be
used as instruments to obtain the data and needed information from the respondents. This method is
used to evaluate the status, guest perception and experience in bar services of three to four star-rated
hotels through the aid of questionnaires.

Environment and Participants

The study will be conducted in selected hotels in Tagbilaran City, Bohol with a hotel star rating of
three and above from Agoda. There will be 60 participants of the study, 30 of them are guests who will
answer the guest perception and experience on bars provided by the hotels, and 30 bartenders of the
company will answer the status of bar services provided by the hotels.

Instrument

The researchers will use self-made questionnaires in collecting data. The questionnaires contained
questions rated with (4) Strongly Agree (3) Agree (2) Neutral (1) Disagree. The questions will be stated
in simple terms so that these could be easily understood and answered by the respondent. The
researchers will utilize the questionnaires in determining the opinions and suggestions that would help to
find out the guest perception and their experience in bar provided by star hotel in order the company to
serve better and the quality service.
Procedure
The researchers will send a letter asking permission from the campus director and the Dean of the
College of Business Art and Science of Bohol Island State University Main Campus to conduct the study
outside school premises. The researchers will also send a letter to selected hotels in Tagbilaran City,
Bohol. Questionnaires will personally be distributed to the respondents. The purpose and importance of
the survey and the manner of answering the questionnaire will be explained and the respondents will be
given enough time.

Statistical Treatment
To determine the status, guest perception and experience on bar services of star hotel, the weighted
mean
will be used, where:

Scale Range Description Interpretation

4 3.25 – 4.00 Strongly Agree (SA) The bar services offered is excellent.
3 2.50 – 3.24 Agree (A) The bar services offered is good.

2 1.75 – 2.49 Neutral (N) The bar services offered is fair

1 1.00 – 1.74 Disagree (DS) The bar services offered is poor.

• To determine further whether there is a significant relationship between customers' perception and experience
in bar services of star hotel, the t-test for the correlation coefficient will be used:

• To determine whether there was a relationship between the guest perception and experience on bar services
of star hotel, the Pearson product moment correlation coefficient was used:

T = r√ (n-2) / (1-r2)

The computed t-value will be compared to the tabular t-value at 5% Level of significance

with the specific degree of freedom.

 DEFINITION OF TERMS

• Reliability. This refers to how consistently the hotel staff can serve the customers. To be ‘reliable’ means they
commit to a certain standard of service and consistently meet.
• Responsiveness. This refers to the willingness to help customers and provide prompt services.
• Tangible. It refers to physical facilities, modern equipment, appearance of personnel, visually appealing
materials associated with service.
• Empathy. It means understanding the underlying needs and feelings of customers. It goes beyond recognizing
and addressing their tactical requirements and puts things into further context by viewing things from their
perspective.
• Assurance. It is the knowledge and courtesy of employees and their ability to convey trust and confidence.
Employees who instill confidence in customers and Make Customers feel safe in their transactions.
• Guest perception. It is how customers feel about the product and brand. It is an opinion that they have
formed through every interaction they have had with a company, both direct and indirect.
• Guest experience. It is the impression the customers have of the bars in hotels.
• Star-Rated Hotels. This refers to the selected hotels with a rating of three to four stars.
• Bar. It is also known as a pub or club. This refers to the establishment in the selected hotels that
serves alcoholic beverages and offer entertainment or live music are often referred to as music bars, live
venues, or night clubs.
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Statements Strongly Agree (SA) Agree (A) Neutral (N) Disagree (DS)

1.1 Reliability        
1. Bar provide services as promised        

2. Bar perform the service at right time        

3. Bar services are error free        

4. Bar provide free parking area        

5. Bar provide understandable details of rates        

and packages when reserving tables and
coach
2.1 Responsiveness        
1. Bar staff are always willing to help the guest        
with their queries or requests
2. Bar staff are able to handle guest        
complaints directly and immediately
3. Bar staff are able to interact with guest that        
come around to drink
4. Bar staff are able to make accurate        
recommendations and answering questions
from customers relating to drinks and foods
5. Positive attitude and excellent        
communication skills

3.1 Assurance        
1. The bar ensures the security and safety of        
their customers

2. Bartenders ensure the drinking are well        

cleaned and conducive for customers'
relaxation
3. Bar ensure strict compliance to relevant        

health, safety, and hygiene standards and

policies

4. Bar staff check the age of guest to ensure        

each customer is eligible to take the drink they

ordered

5. Bar staff are trustworthy and friendly        

4.1 Empathy        

1. Bar staff gives personal attention to        

customer
2. Bar has operating hours to convenient to all        

their customer.
3. Bar staff Understand the needs of the        

Customer
4. Able to reach website or through call        

reservation
5. Bar staff gives good presentation of mixing        

drinks
5.1 Tangibles        

1. The live music was visually good to listen        

2. Interior ambiance and seating arrangements        

well organize and clean

3. Accessible in reservation through cash basis        

or credit card
4. Recommendations offer of Non-alcoholic        

drinks, cocktails and liquor

5. Uniqueness of bartender flair tending tricks