Authors: Grace F. Empalmado1, Nichol R. Elman2
1College of Hospitality Management, Mindanao State University – Buug Campus, Buug, Zambonga Sibugay, Philippines
2Graduate School, Saint Paul University, Dumaguete City
Email: grace.empalmado@msubuug.edu.ph
ABSTRACT
Service quality and its impact on guests, considering socio-economic differences, is crucial for hotels aiming to enhance customer
experiences.The aim of conducting this research is to study the impact of service quality on customer satisfaction of selected hotels in
Zamboanga Peninsula, Mindanao. The Novel 4-point model SERVQUAL dimensions have greater influence on the customer’s level
of satisfaction. The factors of service quality are physicality, hospitality, sanitary and tranquility dimensions. In order to accomplish
the objectives of this research, a quantitative and qualitative approach has been adopted to conduct the study with positivism paradigm
and explanatory design.Hotel operators strive to satisfy the needs of their guests and subsequently retain them by trying to understand
the factors that could build up a strong customer satisfaction base. Previous studies have found that there are four related to the hotel
industry that enable hotel operators to cope with the fierce competition in the industry and boost their profit margin: fulfillment, expectation, motivation and exposure to information. The findings reveal that the three departments in the hotel, front desk, food services
and guestrooms have four variables of service quality, and they are significantly related to customers socio-economic.There is a significant difference between service quality and selected socio-economic characteristics such as age, civil status, level of education and
income. Customers were attracted to check-in in star rated hotels in three cities for the affordability (money value) and the sense of
safety and security. They are useful for hotel operators to promote long-term business growth and ensure sustainability in the hotel
industry in Zamboanga Peninsula, Mindanao.
Keywords: socio-economic status, service quality, physicality, hospitality, sanitarily and tranquility