CUSTOMER SATISFACTION AND LOYALTY IN PHILIPPINE RESORTS

Ma. Eliza Margarita Enriquez-Magkasi

The Graduate School, University of Santo Tomas and ITHM, Far Eastern University Manila, Philippines

Dr. Rosalia T. Caballero

The Graduate School, University of Santo Tomas Manila, Philippines

ABSTRACT

This study was conducted in class AAA Philippine resorts based on the premise that customer satisfaction and loyalty has a significant relationship to service quality.   A self-structured survey questionnaire was constructed and underwent face validity and pilot testing using Cronbach Alpha. Valid survey questionnaires were retrieved from 300 respondents who visited any of the class AAA resorts between 2012 and 2013. Interview with resort managers was conducted to gain additional information. The demographic profile of respondents was identified and customer satisfaction dimensions physical (α=.89), technological (α=.72), human resource (α=.94) and sales and marketing (α=.91) were examined in terms of its relationship to customer loyalty dimensions positive word-of-mouth (α=.87), first-in-mind (α=.87) and repurchase intention (α=.70).  With the use of percentage distribution, mean, standard deviation, Pearson’s r and ETA Coefficient, results were obtained. The results showed that majority of the respondents were female young professional with a monthly income of under P40,000.00 whose primary source of satisfaction is the physical dimension of the resort and will spread positive word-of-mouth.   Physical and human resource dimensions were given very satisfactory rating in customer satisfaction while positive word-of-mouth ranked the highest among the moderately loyal ranking in customer loyalty. Age and monthly income were found to have significant relationships with customer satisfaction and loyalty while educational attainment and civil status were found to have significant relationships with customer loyalty. Based from the result of specific question summary and interviews the following areas were found to be of high importance to guests to achieve service quality: uninterrupted water supply, being hospitable, having accurate billing statement and options in settling bills, accessibility, availability of personnel, technological advancement, and  affordability of the products and services.

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