Thesis Final

COLLEGE OF INTERNATIONAL TOURISM AND HOSPITALITY MANAGEMENT
Customer Satisfaction on Villa Del Prado Beach Resort in Sariaya, Quezon.
A Thesis presented to the College of International Tourism And Hospitality

Management
In partial fulfillment of the requirements for the degree Bachelor of International
Travel And Tourism Management
Ron Zigmund Rigos Camacho
Reniel Michael Gonzales Plata
January 2017
Customer Satisfaction on Villa Del Prado Beach Resort in Sariaya, Quezon.
Ron Zigmund R. Camacho Reniel Michael G. Plata

Researcher Researcher
Chapter 1
Introduction
Tourism is a dynamic and competitive industry that requires the ability to adapt
constantly to customers' changing needs and desires, as the customer’s satisfaction,
safety and enjoyment are particularly the focus of tourism businesses.
Tourism makes an important part to the economy of the country. The growth of
the economy had been into a major change since the end of the People Power
Revolution up until to the present time because of the tourism growth.
Tourism is travel for predominantly recreational or leisure purposes or the
provision of services to support this leisure travel. The World Tourism Organization
defines tourists as people who "travel to and stay in places outside their usual
environment for not more than one consecutive year for leisure, business and other
purposes not related to the exercise of an activity remunerated from within the place
visited". Tourism has become a popular global leisure activity.
Resort is one of the service industries which benefit from tourism. It includes
pool, beaches, islands and many more. As a tourist, beach is one of the top destinations
where everybody can escape, enchant and explore because beaches have many
activities aside from swimming. Beach offered island hopping, banana boat, boat riding,
in these reason many tourist came from different country including Philippines to be
relaxed while enjoying.

A customer is an individual or business that purchases the goods or services
produced by a business. Attracting customers is the primary goal of most public-facing
businesses, because it is the customer who creates demand for goods and services.
Customer also may be defined as client, buyer or purchaser who receives or consumes
product and has the ability to choose between different products and suppliers.
Customer satisfaction is a marketing term that measures how products or
services supplied by a company meet or surpass a customer’s expectation. Customer
satisfaction is important because it provides marketers and business owners that they
can use to manage and improve their businesses.
Sariaya is a typical colonial town. Residences are constructed in the area around
the municipal hall and the church. The old land-owning families built their mansions to
last and some of them are still in use up to now. So if you have extra time, it will be worth
your while to walk around the town of Sariaya. There are a lot of old houses and
buildings that can give you a glimpse on the different eras of Philippine architecture. The
municipality is famous for beaches, resorts, heritage houses, and hiking activities. It is
one of the favorite tourist destinations during summer vacation.
Situated in the exclusive Southern Tagalog Region of Quezon Province, has the
kind of facilities and services that can cater to you every desire. It's known to be the
most beautiful resort based in Brgy. Bignay 1, Sariaya, Quezon. According also to the
google review it rates five star as the best beach resort. Google review is a site when
you can vote freely on your top destination or others, it is based on those who
experience the services or attraction. It has been operating for several years now, in
terms of cleanliness and beauty, Villa del Prado is on top. It awaits you to relax and
unwind, simply pampers you with a complete vacation and wholesome adventure. When
it comes to accommodation, Villa del Prado offers you the best. The resort boasts of air-
conditioned rooms, outdoor social venues and cottages.
This study is proposed to compare the satisfaction of the customers to certain
beach resorts in Sariaya, Quezon particularly the Villa Del Prado Resort based on star
ratings. The google review star ratings are based on the information and feedbacks that
they received from the customers. It includes the level of comfort they experience. At the
end of the study, the researchers will identify the different factors that affect customer’s
satisfaction on beach resorts.

Related Literature
This chapter provides an overview of previous research on knowledge sharing
and intranets. It introduces the framework for the case study that comprises the main
focus of the research described in this thesis.
Demograpic Profile
Sariaya, officially as the Municipality of Sariaya is a first
class municipality located in the province of Quezon, Philippines. Being the only Mount
Banahaw town in both Quezon and Laguna Provinces that has a sea coast is one of the
most visited municipalities in Quezon during summer season for its very accessible and
numerous beach resorts that offers a pristine beach and also offers a lot of recreational
activities. Sariaya is an inland municipality in the province of Quezon, located 126
kilometers south of the National Capital Region where the country's capital of Manila is
situated and approximately 12 kilometers from the highly urbanized city of Lucena. The
municipality is bordered by Tayabas City on north-east side, the city of Lucena on its
southeast, the municipality of Candelaria on its west, and the town of San
Juan in Batangas on its south-west. Mount Banahaw flanks it on the north and Tayabas
Bay on the south side.
The researchers will also include in the review of related literature the resort
beaches in Sariaya Quezon and its Demographic profile.

Villa del Prado and Beach resort
The resort offers a host of different accommodations taking advantage of the
lively ambience provided by the Villa del Prado Resort. You can bathe under the sun in
the softest, finest stretch of sand beach at Villa del Prado beach resort located along the
coast of Tayabas Bay.
Villa del Prado Pool and Beach Resort offers comfort and fun in an idyllic beach
setting. In just one day, picture yourself sipping coffee outside your room, getting a
glimpse of Mt. Banahaw, walking the beach, waiting for the sunrise, and building
sandcastles with its fine golden brown sand. Picture yourself spending the day at the
swimming pool or playing activities.
Relationship between Service Quality and Customer Satisfaction
Despite their importance in the relationship between service quality and customer
satisfaction, research surrounding consumer behavior intentions remains insufficient.
The authors develop a model to depict how service quality perceptions and customer
satisfaction influence behavioral intentions. This proposed model identifies some
appropriate measures for a questionnaire distributed to consumers visiting spa resorts.
The results clearly demonstrate the influence of service quality and customer satisfaction
on behavioral intentions in the tourism industry.

Measuring tourist satisfaction
Measuring tourist satisfaction plays an important role in marketing tourism
products and services. The purpose of this study is to examine the relationship between
destination attribute importance and performance, travel motivation, and satisfaction. It is
hypothesized that tourist satisfaction of a destination is a function of attribute
importance, performance, and travel motivation. A nature-based resort, serving as a
short-term family vacation destination in South-east Virginia, was used as the study site
for this research. Factor analyses were employed to identify the dimensions of the
destination attributes on importance and performance, as well as tourist motivations. The
composite delineated factors were used as indicators to measure the overall tourist
satisfaction in the regression analysis. The results revealed that friendly/quality services
and lodging performance are significant factors in determining the overall satisfaction,
whereas food and location are of significant importance in the satisfaction evaluation.
Travel motivation, `family/friend togetherness' in particular, although not a statistical
significant factor, practically explains its influence on the overall tourist satisfaction of a
resort destination.
Theoretical Framework
Kano’s Model of customer satisfaction
The Kano model is a theory of product development and customer
satisfaction developed in the 1980s by Professor Noriaki Kano. The customer
satisfaction classifies attributes on how they are perceived by customers and their effect
on customer satisfaction. The model is based on three types of needs namely basic
needs, performance needs and delighters need.

Dissatisfies or Basic Needs are expected features or characteristics of a
product or service. These needs are typically “unspoken.” If these needs are not fulfilled,
the customer will be extremely dissatisfied. An example of an “unspoken” need when
staying at a hotel is cleanliness. This includes a clean bathroom, clean linens and a
pleasant, fresh aroma in the air. When a person books a reservation at a hotel, they do
not request a clean room. They expect it. If this basic need is not met, they will be
extremely dissatisfied.
Satisfiers or Performance Needs are standard characteristics that increase or
decrease satisfaction by their degree. These needs are typically “spoken.” Using the
hotel example again, “spoken” needs could be Internet access, a room away from the
elevators, a non-smoking room, the corporate rate, etc.
Delighters or Excitement Needs are unexpected features or characteristics that
impress customers and earn the company “extra credit.” These needs also are typically
“unspoken.” Think of the Doubletree Hotels. Those who stay there are delighted by a
freshly baked, chocolate chip cookie delivered to their room during turn-down service.
In his model, Kano (Kano, 1984) distinguishes between three types of basic
requirements, which influence customer satisfaction:
Must-be Quality
Simply stated, these are the requirements that the customers expect and are
taken for granted. When done well, customers are just neutral, but when done
poorly, customers are very dissatisfied. Kano originally called these “Must-be’s”
because they are the requirements that must be included and are the price of
entry into a market.
One-dimensional Quality
These attributes result in satisfaction when fulfilled and dissatisfaction when not
fulfilled. These are attributes that are spoken and the ones in which companies
compete. An example of this would be a milk package that is said to have ten
percent more milk for the same price will result in customer satisfaction, but if it
only contains six percent then the customer will feel misled and it will lead to
dissatisfaction.
Attractive Quality
These attributes provide satisfaction when achieved fully, but do not cause
dissatisfaction when not fulfilled. These are attributes that are not normally
expected, for example, a thermometer on a package of milk showing the
temperature of the milk. Since these types of attributes of quality unexpectedly
delight customers, they are often unspoken.
In relation to our study, the level of excellence in terms of service, staff
appearance, amenities or facilities and price have relationship to the customer
satisfaction particularly to the customers of Villa Del Prado Resort.

General Objectives
 To know the overall level of customer’s satisfaction in Villa Del Prado Resort
located at Sariaya, Quezon.
Research Objectives
1. To know the demographic profile of tourists in Sariaya, Quezon in terms of age, sex,
occupation, civil status and customer visitation profile.
2. To know the level of satisfaction of the customers who visit Villa Del Prado Resort in
Sariaya, Quezon in terms of service, staff appearance, amenities or facilities and price.
3. To determine if there is any significant relationship between the demographic profile
and the level of satisfaction of the respondents.

The Conceptual Framework of the Study
Level of
Demographic Profile Customer’s Satisfaction
Basic Needs
Performance Needs
 Age Excitement Needs
 Sex
In terms of:
 Civil Status
 Occupation
 Service
 Customer
Visitation Profile  Staff Appearance
 Amenities
 Price
Basis for Promotion
Development of Villa
Del Prado Resort
The figure shows how the demographic profile and customer visitation profile of
the respondents influences the level of customer satisfaction in terms of the service, staff
appearance, amenities and price. The service in Villa Del Prado Resort were measured
to know how satisfy the customers in terms of friendliness and attentive or speed of
service. The staff appearance were measured to know how satisfy the customers in
terms of how staff dressed properly and good personal hygiene. The amenities were
measured to know how satisfy the customers in terms of cleanliness, comfortableness
and appearance. The price were measured to know how satisfy the customers in terms
of reasonable price and value of money.
The demographic profile and customer satisfaction were measured and
compared by finding out their relationship. To find out the result, the researches
distributed the survey questionnaires to the respondents which answers the
demographic profile and their customer satisfaction. This can help the basis for
promotion to the development of the beach resort and to maintain as the best beach
resort in Sariaya, Quezon.
Statement of the Problem
The research focuses to know the overall customer’s satisfaction as the best
beach resort in Sariaya, Quezon which is Villa Del Prado Resort. Specifically, it aims to
answer the following sentence: The demographic profile of the respondents which is
tourists in terms of age, gender, civil status and occupation. The customer visitation
profile of the respondents and the level of satisfaction of the tourists who visit the Villa
Del Prado Resort in terms of service, staff appearance, amenities and price. It also
include the significant relationship between the demographic profile and level of
satisfaction of tourists.
Significance of the study
The study on the establishment of Villa Del Prado Resort is believed to be significant to
the following:
To the Future Researchers
The results of the study will help the future researchers think of a better way in
promoting beach resorts aligned with the research conducted by the researchers.
To local Government of Sariaya
The result of the study will help promote the beach resort in Sariaya and this will
create impact on their tourism industry in general. The result will also help them in
thinking more ways on how to improve their services and their facilities. This will also
give them an overview of the feedback from their customers.
To Resorts owner
The result will give the owner the chance to improve their service and to create
more ways on how to advertise their own resort.
Definition of Terms
The following terms are being defined to further understand the foregoing study.
Beach
It is a landform along a body of water. It usually consists of loose particles, which
are often composed of rock, such as sand, gravel, shingle, pebbles, or cobblestones.
The particles comprising a beach are occasionally biological in origin, such as mollusk
shells or coralline algae.
Customer
A party that receives or consumes products and has the ability to choose
between different products and suppliers. See also buyer.
Customer Satisfaction
Customer satisfaction is a marketing term that measures how products or
services supplied by a company meet or surpass a customer’s expectation.
Local
Usually refers to something nearby, or in the immediate area.
Residence
An establishment where it was originally or currently being used by a host as
their main place of dwelling or home.
Resort
Self-contained commercial establishment that endeavors to provide most of a
vacationer's wants, such as food, drink, lodging, sports, entertainment, and shopping, on
the premises. The term resort may be used for a hotel property that provides an array of
amenities, typically including entertainment and recreational activities.
Tourism
Tourism means people traveling for fun. It includes such activities
as sightseeing and camping. People who travel for fun are called "tourists".
CHAPTER II
METHOD
This chapter presents the method used in data gathering employed in the study.
Research Design
The researchers used descriptive research in data gathering. Descriptive
research is concerned with the conditions of relationship that exist, practices that prevail,
process that are going on and effect that are being felt and trend are developing.
Research Locale
The study were conducted in the town of Sariaya on the customer’s satisfaction
in the best resort. Specifically in remote areas like Brgy. Bignay 1, wherein resort is
located. Villa del Prado and Beach resort, situated in the exclusive Southern Tagalog
Region of Quezon Province, has the kind of facilities and services that can cater to you
every desire.
Respondents of the Study
The researchers choose the best resort beach in Sariaya, Quezon according to
Google review which is the Villa Del Prado Resort.
The Villa Del Prado Resort was rated by the customers who visits or experience
and give their own rate and reviews. The star ratings are based on the information and
feedbacks that they received from the customers, it is based on the level of satisfaction
or comfort they experience.
The study on the establishments of different resorts in Sariaya is only limited to
the tourists of Sariaya Quezon. The researchers will be using 100 respondents, 50
males and 50 females who are are able to experience Villa Del Prado Resort.
The researchers will be using questionnaire in gathering data and it treated it with
outmost accuracy and confidentiality.
Data Research Tool/Research Instrument
The research is gathered from books and internet articles which are related to
the researches study. Furthermore, secondary data is gathered with the help of survey
questionnaires. The selected respondents were customers who experience to visit Villa
Del Prado. The respondents are selected through a non probability sampling procedure
and they are the one who are able to come to beach resort in the said town. The data
gathered will be treated with outmost accuracy and with confidentiality.
Ethical Consideration
To ensure that the study was conducted as thoroughly and ethically as possible,
the research participants should not be subjected to harm in any ways. Respect for the
dignity of research participants should be prioritized and full consent should be obtained
from the participants prior to the study. Also the protection of the privacy of research
participants has to be ensured. Any type of communication in relation to the research

should be done with honesty and transparency and any type of misleading information,
as well as representation of primary data findings in a biased way must be avoided.
Review Related Literature
Those who buy the goods or services provided by companies are customers. In
other words, a customer is a stakeholder of an organization who provides payment in
exchange for the offer provided to him by the organization with the aim of fulfilling a need
and to maximize satisfaction. Sometimes the term customer and consumer are
confusing. A customer can be a consumer, but a consumer may not necessarily be a
customer. Another author explained this difference. I.e. a customer is the person who
does the buying of the products and the consumer is the person who ultimately
consumes the product (Solomon, 2009, p. 34.) When a consumer/customer is contented
with either the product or services it is termed satisfaction. Satisfaction can also be a
person’s feelings of pleasure or disappointment that results from comparing a product’s
perceived performance or outcome with their expectations (Kotler & Keller, 2009, p.
789). As a matter of fact, satisfaction could be the pleasure derived by someone from
the consumption of goods or services offered by another person or group of people; or it
can be the state of being happy with a situation. Satisfaction varies from one person to
another because it is utility. “One man’s meal is another man’s poison,” an old adage
stated describing utility; thus highlighting the fact that it is sometimes very difficult to
satisfy everybody or to determine satisfaction among group of individuals. Client

happiness, which is a sign of customer satisfaction, is and has always been the most
essential thing for any organization. Customer satisfaction is defined by one author as
“the consumer’s response to the evaluation of the perceived discrepancy between prior
expectations and the actual performance of the product or service as perceived
after its consumption” (Tse & Wilton, 1988, p. 204) hence considering satisfaction as an
overall post-purchase evaluation by the consumer” (Fornell, 1992, p. 11). Some authors
stated that there is no specific definition of customer satisfaction, and after their studies
of several definitions they defined customer satisfaction as “customer satisfaction is
identified by a response (cognitive or affective) that pertains to a particular focus (i.e. a
purchase experience and/or the associated product) and occurs at a certain time (i.e.
post-purchase, post-consumption)”. (Giese & Cote, 2000, p. 15) This definition is
supported by some other authors, who think that consumer’s level of satisfaction is
determined by his or her cumulative experience at the point of contact with the supplier
(Sureshchander et al., 2002, p. 364). It is factual that, there is no specific definition of
customer satisfaction since as the years passes, different authors come up with different
definitions. Customer satisfaction has also been defined by another author as the extent
to which a product’s perceived performance matches a buyer’s expectations (Kotler et
al., 2002, p. 8).
According to Schiffman & Karun (2004) Customer satisfaction is defined as “the
individual’s perception of the performance of the products or services in relation to his or
her expectations” (Schiffman & Karun 2004, p. 14). In a nutshell, customer satisfaction
could be the pleasure obtained from consuming an offer.

Measuring customer satisfaction could be very difficult at times because it is an
attempt to measure human feelings. It was for this reason that some existing researcher
presented that “the simplest way to know how customers feel, and what they want is to
ask them” this applied to the informal measures (Levy, 2009, p. 6; NBRI, 2009).
Levy (2009, p. 6) in his studies, suggested three ways of measuring customer
satisfaction:
1. A survey where customer feedback can be transformed into
measurable quantitative data:
2. Focus group or informal where discussions orchestrated by a
trained moderator reveal what customers think.
3. Informal measures like reading blocs, talking directly to customers.
Asking each and every customer is advantageous in as much as the com
pany will know everyone’s feelings, and disadvantageous because the company will
have to collect this information from each customer (NBRI, 2009).
The National Business Research Institute suggested possible dimensions that one can
use in measuring customer satisfaction, e.g.:
• Quality of service
• Innocently
• Speed of service
• Pricing
• Complaints or problems
• Trust in your employees
• The closeness of the relationship with contacts in your firm

• Other types of services needed
• Your positioning in clients’ minds
There exist two conceptualizations of customer satisfaction; transaction-specific and
cumulative (Boulding, et al., 1993; Andreassen, 2000). Following the transaction-
specific, customer satisfaction is viewed as a post-choice evaluation judgement of a
specific purchase occasion (Oliver, 1980 ) until present date, researchers
havedeveloped a rich body of literature focusing on this antecedents and consequences
of this type of customer satisfaction at the individual level (Yi, 1990). Cumulative
customer satisfaction is an overall evaluation based on the total purchase and
consumption experiences with a product or service over time. (Fornell, 1992, Johnson &
Fornell 1991) This is more fundamental and usefulthan transaction specificity customer
satisfaction in predicting customer subsequent behavior and firm’s past, present and
future performances. It is the cumulative customer satisfaction that motivates a firm’s
investment in customer satisfaction.
Service Quality
In order for a company’s offer to reach the customers there is a need for services.
These services depend on the type of product and it differs in the various organizations.
Service can be defined in many ways depending on which area the term is being used.
An author defines service as “any intangible act or performance that one party offers to
another that does not result in the ownership of anything” (Kotler & Keller, 2009, p. 789).
In all, service can also be defined as an intangible offer by one party to another in
exchange of money for pleasure.

Quality is one of the things that consumers look for in an offer, which
service happens to be one (Solomon 2009, p. 413). Quality can also be defined as the
totality of features and characteristics of a product or services that bear on its ability to
satisfy stated or implied needs (Kotler et al., 2002, p. 831). It is evident that quality is
also related to the value of an offer, which could evoke satisfaction or dissatisfaction on
the part of the user. Service quality in the management and marketing literature is the
extent to which customers' perceptions of service meet and/or exceed their expectations
for example as defined by Zeithaml et al. (1990), cited in Bowen & David, 2005, p. 340)
Thus service quality can intend to be the way in which customers are served in an
organization which could be good or poor. Parasuraman defines service quality as “the
differences between customer expectations and perceptions of service” (Parasuraman,
1988). They argued that measuring service quality as the difference between perceived
and expected service was a valid way and could make management to identify gaps to
what they offer as services. The aim of providing quality services is to satisfy customers.
Measuring service quality is a better way to dictate whether the services are good or bad
and whether the customers will or are satisfied with it. A researcher listed in his study:
“three components of service quality, called the 3 “Ps” of service quality” (Haywood
1988, p. 19-29). In the study, service quality was described as comprising of three
elements:
• Physical facilities, processes and procedures;
• Personal behaviour on the part of serving staff, and;

• Professional judgment on the part of serving staff but to get good quality service.
“Haywood 1988, p. 19-29).
He stated that “an appropriate, carefully balanced mix of the se three elements must be
achieved.” (Haywood, 1988, p. 9-29) What constitutes an appropriate mix, according to
him will, in part, be determined by the relative degrees of la
bour intensity, service process customization, and contact and interaction between the
customer and the service process.From the look of things, this idea of his could be
design to fit with evaluating service quality with the employee perspective. One of the
most useful measurements of service quality is the dimensions from the SERVQUAL
model. In the creation of this model for the very firsttime, “Parasuraman 9 et al. (1985)
identified 97 attributes which were condensed into ten dimensions; they were found to
have an impact on service quality and were regarded as the criteria that were important
to access customer’s expectations and perceptions on delivered service (Kumar et al.,
2009, p. 214). The SERVQUAL scale which is also known as the gap model by
Parasuraman, et al. (1988) has been proven to be one of the best ways to measure the
quality of services provided to customers. This service evaluation method has been
proven consistent and reliable by some authors (Brown et al., 1993). They held that,
when perceived or experienced service is less than the expected service; it implies less
than satisfactory service quality; and when perceived service is more than expected
service, the obvious inference is that service quality is more than satisfactory (Jain et al.,
2004, p. 27). From the way this theory is presented, it seems the idea of SERVQUAL
best fits the evaluation of service quality form the customer perspective. This is because
when it is stated “perceived” and “expected” service, it is very clear that this goes to the
person, who is going to or is consuming the service; who definitely is the
consumer/customer.
The original study by Parasuraman et al., (1988) presented ten dimensions of service
quality.
• Tangibles: the appearance of physical artifacts and staff members connected with the
service (accommodation, equipment, staff uniforms, and so on).
• Reliability: the ability to deliver the promised service.
• Responsiveness: the readiness of staff members to help in a pleasant and
effective way.
• Competence: the capability of staff members in executing the service.
• Courtesy: the respect, thoughtfulness, and politeness exhibited by staff
members who are in contact with the customer.
• Credibility: the trustworthiness and honesty of the service provider.
• Security: the absence of doubt, economic risk, and physical danger.
• Access: the accessibility of the service provider.
• Communication: an understandable manner and use of language by the
service provider.
• Understanding the customer: efforts by the service provider to know
and understand the customer.
In first SERVQUAL model that came had 22 pairs of Likert- type items, where one part
measured perceived level of service provided by a particular organization and the other
part measured expected level of service quality by respondent. (Kuo-YF, 2003, p. 464-
465). Further investigation led to the finding that, among these 10 dimensions, some
were correlated. After refinement, these ten dimensions above were later reduced to five
dimensions as below:
Tangibility: physical facilities, equipment, and appearance of personnel
Reliability: ability to perform the promised service dependably and accurately
Responsiveness: willingness to help customers and provide prompt service
Assurance: knowledge and courtesy of employees and their ability to inspire trust and
Confidence
Empathy : caring individualized attention the firm provides to its customers
The aggregated sum of difference between perceptions and expectations from the five
dimensions forms the global perceive quality construct. (Larocheet al., 2004, p. 363)
Following this view, customers’ expectations were met through the outcome dimension
(reliability) and exceed it by means of the process dimension (tangibility, assurance,
responsiveness, and empathy). To confirm the validity of SERVQUAL model in the
evaluation of service quality, Zeithaml et al (2006), stated that “service quality is a
focused evaluation that reflects the customer’s perception of reliability, assurance,
responsiveness, empathy, and tangibles” (Zeithaml et al., 2006, p. 106-107). They
added that among these dimensions, “reliability” has been shown consistently to be the
most important dimension in service quality (Zeithaml et al., 2006, p. 106-107). Other
researchers saw the need of additional components of service expectations that is
functional and technical dimensions. (Grönroos 1983) The idea was that, consumers
make service evaluations based on the technical dimension that is what is delivered and
on the functional dimension that is how, why, who, and when it is delivered. (Laroche et
al., 2004 p. 363: Grönroos 1983) Although the elements listed in SERVQUAL model
have been proven to be the main method for evaluating service quality from the
consumer’s perspective (Brown et al., 1993), drawbacks in using SERVQUAL in
measuring service quality has been the reason that the SERVPERF scale was proposed
by Cronin & Taylor (1992, cited in Jain et al. (2004, p. 25-37) after they called into
question the conceptual basis of the SERVQUAL, having found it, led to confusion with
́ ́
service satisfaction (Jain et al., 2004, p. 25-37). These researchers discarded the E
́ xpectation` claiming instead that P

for e ́ ́ for p
́ erformance ́ alone should be used. They
meant that higher perceived performance entails higher quality service. Unfortunately,
during this past century, customers have changed their behavior in ways that do not suit
organizational behavior. Till date, it is unclear as to which of SERVQUAL and
SERVPERF is superior in measuring service quality (Jain et al., 2004, p. 25-37).
Laroche et al., (2004) made an assessment of the dimensionality of should and will
service expectations. They used a survey measuring customers’ post encounter
expectations and vis-à-vis a well-known airline with a sample of 363 and examined the
existence of hypothesized functional and technical dimensions of should and will
expectations and determined the casual relationships between two types of expectations
and hypothesized dimensions. They tested their dimensions in the context of the
turbulent airline industry. This study measured service quality with other service quality
dimensions such as technical and functional dimensions proposed by Grönross (1983).
Hence it was proven that the SERVQUAL model must not be used in evaluating service
quality in all organizations. This could mean that; different industries might require
different measurements for service quality.

Customers Expectation
Davidow and Uttal (1989) proposed that customers, expectation is formed by many
uncontrollable factors which include previous experience with other companies, and their
advertising, customers, psychological condition at the time of service delivery, customer
background and values and the images of the purchased product. In addition, Zeithaml
et al. (1990) stated that customer service expectation is built on complex considerations,
including their own pre-purchase beliefs and other people’s opinions. Similarly, Miller
also stated that customers, expectation related to different levels of satisfaction. It may
be based on previous product experiences, learning from advertisements and word-of-
mouth communication. Santos added that expectation can be seen as a pre-
consumption attitude before the next purchase, it may involve experience. Customers,
expectation, is what the customers wish to receive from the services. The diversity of
expectation definitions can be concluded that expectation is uncontrollable factors which
including past experience, advertising, customers, perception at the time of purchase,
background, attitude and product,s image. Furthermore, the influences of customers,
expectation is pre-purchase beliefs, word of mouth communications, individual needs,
customers experiences, and other personal attitudes. Different customers have different
expectation based on the customers knowledge of a product or service.
Positive and Negative Customer Purchasing Intentions
Customers show positive intentions such as approving the firm, expressing
preference, increasing purchasing volume, paying premiums willingly, saying positive

things about the firm to others, making recommendations to others, and continuing
purchasing when they are satisfied (Zeithaml et al.,1996). Satisfied customers stay loyal
longer with an organization, pay less attention to the competition, are less price
sensitive, offer service ideas to the organization and require less cost for the
organization to service them (Weinstein et al., 1999d). When dissatisfied, customers
demonstrate negative intentions such as strenuousness to leave the organization,
decreasing spending patterns, complaining to the seller, complaining to others outside of
the firm, (Zeithaml et al., 1996). Analyzing defection problems is essential. Strategies
mustbe implemented to get over non- loyal purchasing behavior (Webster, 1994)
Price Perception
Following Bansal and Taylor (1999), we define perceived switching barriers as
constraints that prevent switching action. Keaveney’s (1995) examines switching barriers
as a determinant of customer switching behaviour. Subsequently, Gremler and Brown
(1996) develop a model that includes switching costs as an antecedent of customer
loyalty. Also they define switching costs as investment of time, money and effort that, in
customers’ perception, made it difficult to switch.
In our study switching barriers are used in order to investigate the case, in which a
homogenous pricing policy by the mobile industry results to the customer’s behaviour
manipulation in the Greek market. Alternatively, the price perceptions of the consumer
confine customers in the same service provider, manipulating thus their behaviour.
References
Introduction
Sariaya is a typical colonial town. Residences are constructed in the area around the
municipal hall and the church. The old land-owning families built their mansions to last
and some of them are still in use up to now. So if you have extra time, it will be worth
your while to walk around the town of Sariaya.
https://en.wikipedia.org/wiki/SariayaQuezon
A customer is an individual or business that purchases the goods or services produced

by a business. Attracting customers is the primary goal of most public-facing businesses,
because it is the customer who creates demand for goods and services.
http://www.investopedia.com/terms/c/customer.asp
Customer also may be defined as client, buyer or purchaser who receives or consumes
product and has the ability to choose between different products and suppliers.
http://www.businessdictionary.com/definition/customer.html
Customer satisfaction is a marketing term that measures how products or services

supplied by a company meet or surpass a customer’s expectation. Customer satisfaction
is important because it provides marketers and business owners that they can use to
manage and improve their businesses.
http://blog.clientheartbeat.com/why-customer-satisfaction-is-important/
Review of Literature
Demographic Profile
https://en.wikipedia.org/wiki/Sariaya
Villa del Prado and Beach resort
http://www.villadelpradoresort.com/about.html
HISTORY
http://www.quezon.gov.ph/homepage/?info=quezonhistory
DEMOGRAPHIC DATA
http://www.quezon.gov.ph/homepage/?info=demography
Yoon, Y. and Uysal, M. (2005) `An Examination of the Effects of Motivation and
Satisfaction on Destination Loyalty: A Structural Model', Tourism Management
26(1): 45—56.
Assessing tourist behavioral intentions through perceived service quality and

customer satisfaction Original Research Article
Journal of Business Research, Volume 60, Issue 2, February 2007, Pages 153-160
Kano Model of Customer Satisfaction
https://en.wikipedia.org/wiki/Kano_model
The Kano Analysis: Customer Needs Are Ever Changing
https://www.isixsigma.com/tools-templates/kano-analysis/kano-analysis-customer-
needs-are-ever-changing/
Those who buy the goods or services provided by companies are customers. In other
words, a customer is a stakeholder of an organization who provides payment in
exchange for the offer provided to him by the organization with the aim of fulfilling a need
and to maximize satisfaction. JENET MANYI AGBOR (2011) The Relationship between
Customer Satisfaction and Service Quality, Customer Satisfaction p.6-7
http://www.diva-portal.org/smash/get/diva2:448657/fulltext02
In order for a company’s offer to reach the customers there is a need for services.
These services depend on the type of product and it differs in the various organizations.
Service can be defined in many ways depending on which area the term is being used.
JENET MANYI AGBOR (2011) The Relationship between Customer Satisfaction and
Service Quality, Service Quality p. 8-20
http://www.diva-portal.org/smash/get/diva2:448657/fulltext02
Davidow and Uttal (1989) proposed that customers, expectation is formed by many
uncontrollable factors which include previous experience with other companies, and their
advertising, customers, psychological condition at the time of service delivery, customer
background and values and the images of the purchased product. ALIN SRIYAM (May
2010) CUSTOMER SATISFACTION TOWARDS SERVICE QUALITY OF FRONT
OFFICE STAFF AT THE HOTEL, Customers Expectation p. 16-17
http://thesis.swu.ac.th/swuthesis/Bus_Eng_Int_Com/Alin_S.pdf
Customers show positive intentions such as approving the firm, expressing
preference, increasing purchasing volume, paying premiums willingly, saying positive
things about the firm to others, making recommendations to others, and continuing
purchasing when they are satisfied (Zeithaml et al.,1996). CAN PRICE PERCEPTIONS
INFLUENCE CUSTOMER SATISFACTION. Positive and Negative Customer
Purchasing intentions p. 2
www.mla.vgtu.lt/index.php/mla/article/viewFile/144/
Following Bansal and Taylor (1999), we define perceived switching barriers as
constraints that prevent switching action. Keaveney’s (1995) examines switching barriers
as a determinant of customer switching behaviour. CAN PRICE PERCEPTIONS
INFLUENCE CUSTOMER SATISFACTION. Price Perception p.3
www.mla.vgtu.lt/index.php/mla/article/viewFile/144
Definition of Terms
Beach
https://en.wikipedia.org/wiki/Beach
Tourism
https://simple.wikipedia.org/wiki/Tourism
Local
https://en.wikipedia.org/wiki/Local
Residence
https://en.wikipedia.org/wiki/Residence
Resort
https://en.wikipedia.org/wiki/Resort
Customer
http://www.businessdictionary.com/definition/customer.html
http://blog.clientheartbeat.com/why-customer-satisfaction-is-important/

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COLLEGE OF INTERNATIONAL TOURISM AND HOSPITALITY MANAGEMENT

Customer Satisfaction on Villa Del Prado Beach Resort in Sariaya, Quezon.

A Thesis presented to the College of International Tourism And Hospitality

Ron Zigmund Rigos Camacho

Reniel Michael Gonzales Plata

Customer Satisfaction on Villa Del Prado Beach Resort in Sariaya, Quezon.

Ron Zigmund R. Camacho Reniel Michael G. Plata

constantly to customers' changing needs and desires, as the customer’s satisfaction,

safety and enjoyment are particularly the focus of tourism businesses.

Revolution up until to the present time because of the tourism growth.

Tourism is travel for predominantly recreational or leisure purposes or the

visited". Tourism has become a popular global leisure activity.

relaxed while enjoying.

A customer is an individual or business that purchases the goods or services

produced by a business. Attracting customers is the primary goal of most public-facing

Customer satisfaction is a marketing term that measures how products or

services supplied by a company meet or surpass a customer’s expectation. Customer

can use to manage and improve their businesses.

one of the favorite tourist destinations during summer vacation.

conditioned rooms, outdoor social venues and cottages.

This study is proposed to compare the satisfaction of the customers to certain

satisfaction on beach resorts.

This chapter provides an overview of previous research on knowledge sharing

focus of the research described in this thesis.

Sariaya, officially as the Municipality of Sariaya is a first

activities. Sariaya is an inland municipality in the province of Quezon, located 126

Bay on the south side.

beaches in Sariaya Quezon and its Demographic profile.

Villa del Prado and Beach resort

The resort offers a host of different accommodations taking advantage of the

coast of Tayabas Bay.

swimming pool or playing activities.

Relationship between Service Quality and Customer Satisfaction

satisfaction, research surrounding consumer behavior intentions remains insufficient.

satisfaction influence behavioral intentions. This proposed model identifies some

appropriate measures for a questionnaire distributed to consumers visiting spa resorts.

on behavioral intentions in the tourism industry.

Measuring tourist satisfaction

Measuring tourist satisfaction plays an important role in marketing tourism

destination attribute importance and performance, travel motivation, and satisfaction. It is

hypothesized that tourist satisfaction of a destination is a function of attribute

importance, performance, and travel motivation. A nature-based resort, serving as a

destination attributes on importance and performance, as well as tourist motivations. The

Travel motivation, `family/friend togetherness' in particular, although not a statistical

Kano’s Model of customer satisfaction

The Kano model is a theory of product development and customer

satisfaction developed in the 1980s by Professor Noriaki Kano. The customer

needs, performance needs and delighters need.

Dissatisfies or Basic Needs are expected features or characteristics of a

the customer will be extremely dissatisfied. An example of an “unspoken” need when

Satisfiers or Performance Needs are standard characteristics that increase or

elevators, a non-smoking room, the corporate rate, etc.

Delighters or Excitement Needs are unexpected features or characteristics that

requirements, which influence customer satisfaction:

entry into a market.

expected, for example, a thermometer on a package of milk showing the

temperature of the milk. Since these types of attributes of quality unexpectedly