ASSESSING THE IMPACT OF SERVICE QUALITY ON CUSTOMER

SATISFACTION IN SELECTED RESORTS AT NARRA PALAWAN

AN ASSESSMENT OF SERVICE QUALITY ON

CUSTOMER SATISFACTION:
A Case Study of ________________(select a known resort in Narra)

HAZEL MAE C. LIBARRA

JOEMAR A. SAYEN
MICHELLE V. VILLERA

AN UDERGRADUATE THESIS PROPOSAL SUBMITTED TO THE

RESEARCH COMMITTEE OF THE COLLEGE OF BUSINESS AND
MANAGEMENT, WESTERN PHILIPPINES UNIVERSITY, IN PARTIAL
FULFILLMENT OF THE REQUIREMENTS
FOR THE DEGREE OF

BACHELOR OF SCIENCE IN HOSPITALITY MANAGEMENT

i
 JUNE 2023

APPROVAL PAGE

The undergraduate thesis attached here to, entitled “ASSESSING THE

IMPACT OF SERVICE QUALITY ON CUSTOMER SATISFACTION IN
SELECTED RESORTS AT NARRA PAWALAN”, prepared and submitted by
HAZEL MAE C. LIBARRA, JOEMAR A. SAYEN, MICHELLE V. VILLERA,
in partial fulfillment of the requirements for the degree of BACHELOR OF
SCIENCE IN HOSPITALITY MANAGEMENT is hereby accepted.

THESIS ADVISORY COMMITTEE

JOSEPH C. LLANTO, MIHM

Thesis Adviser
___________________
Date Signed

CHARMAE A. SANTIAGO LANIE LYN VILLUDREZ

Member Member

_________________ _________________
Date signed Date Signed

ROY B. CABARLES
Chair
_______________
Date Signed

Approved as partial fulfillment of the requirements for the degree of Bachelor

of Science in Hospitality Management.

SOL DE VILLA B. RAMA, DPA

Dean
College of Business and Management

ii
 _________________
Date Signed

ACKNOWLEDGEMENT

First and foremost, praises and thanks to the God, the Almighty, for the
showers of blessings throughout my research work to complete the thesis successfully.
Also The researchers would like to express their deepest gratitude and appreciation to
their thesis adviser Mr. Joseph C. Llanto, the member Ms. Lanie Lyn Villudrez and
Mrs. Charmae A. Santiago and to the chair Mr. Roy B. Cabarles who continue
encourage us to pursue our ambitious by helping to making thesis writing.

Also we would like to thank to our fellow colleagues, for their helpful support
in order to collect the data for this research. Beside our colleagues, thanks go to our
beloved friends for their useful feedback and comments as well as their keen interest
shown to complete this thesis successfully.

Last but not the least, we are extremely grateful to our parents for their love,
prayers, caring and sacrifices for educating and preparing us for our future. We also
express our thanks to our sisters and brother for their support and valuable prayers.

M.C.Q
N.B.L
R.N.L
J.C.F

iii
 BIOGRAPHICAL SKETCH

The researcher was born on May 18 2002. She currently lives in Brgy.

Magbabadil Aborlan Palawan. The youngest daughter of Mr. Hernaldo L. Villera and

Mrs. Ma. Theresa A. Villera. She was twenty years old and she has four brothers and

one sister. She studied her primary school in Sagrada Elementary School with

achievers and secondary school at Concepcion National High School with proudly

honors student since Senior High School, and now she took up Bachelor of Science in

Hospitality Management in Western Philippines University, main campus as a

graduating student and she has a self-confidence to overcome all challenges to

achieve life’s dreams.

MICHELLE V. VILLERA

iv
v
 BIOGRAPHICAL SKETCH

The researcher was born on July 25 2001. He currently lives in Brgy. Plaridel,

Aborlan, Palawan. He the second child among five children of Mr. and Mrs. Sayen.

He finished his elementary education at Plaridel Elementary School. He then took up

his Secondary Education at Salvacion National High School and took up Accountancy

Business Management at Plaridel Senior High School. After finishing Senior High

School, he enrolled at Western Philippines University Main Campus and decided took

up Bachelor of Science In Hospitality Management.

JOEMAR A. SAYEN

vi
 BIOGRAPHICAL SKETCH

The researcher was born on February 23, 2002. She currently lives in Brgy.

San Juan, Aborlan Palawan. She is the second daughter of Mr. Jerico Natan Liberra

and Ms. Trixia Cariño Liberra. She graduated her Elementary in Ocam-ocam Elemen-

tary School, she finished her High School in New Busuanga National High School.

She was took up Bachelor of Science in Hospitality Management in Western Philip-

pines University as a Third year student. In the present the researcher was planning to-

ward to becoming a professional manager of one biggest resort in the Philippines.

HAZEL MAE C. LIBARRA

vii
 TABLE OF CONTENTS
PAGE
TITLE PAGE i
ACCEPTANCE PAGE ii
ACKNOWLEDGEMENT iii
BIOGRAPHICAL SKETCH viii
ABSTRACT ix
TABLE OF CONTENTS xi
LIST OF TABLES xii
LIST OF FIGURES xii
LIST OF APPENDECIES xiii

CHAPTER

I INTRODUCTION 1
Background of the Study 1
Statement of the Problem 3
Objectives of the Study 3
Significance of the Study 4
Scope and Limitations of the Study 4
Operational Definition of Terms 5

II REVIEW OF RELATED LITERATURE 6

Theoretical Framework 17
Conceptual Paradigm 19

III METHODOLOGY 20
The Locale of the Study 20
The Research Design 21
The Respondents of the Study 21
The Sampling Procedure 21
The Research Instrument 21
The Procedure for Data Collection 22
The Data Analysis 22

IV RESULTS AND DISCUSSION

V SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

Summary

viii
 Conclusions

Recommendations

BIBLIOGRAPHY

APPENDICES

LIST OF TABLES

TABLE PAGE

1.1 Profile of the respondents in terms of name 34

1.2 Profile of the respondents in terms of age 34

ix
 LIST OF FIGURES

FIGURE PAGE

1 Conceptual Paradigm 14

2 Map of Narra, Palawan 15

x
 CHAPTER I

INTRODUCTION

Background of the Study

Here in Palawan, especially in Narra Palawan the prioritize quality service are
more likely to foster customer satisfaction, build long-tern relationships, and achieve
sustainable growth. The impact of quality service is far reaching and multifaceted. It can
directly influence customer satisfaction, which has a profound effect on customer loyalty
and advocacy. When customers receive exceptional service, they feel valued, heard, and
appreciated. They are more likely to develop a sense of loyalty towards the brand and
become advocates, sharing their positive experience with others. Word-of-mouth
recommendations, whether in persons or through digital platforms, can significantly
boost organizations reputation and attract new customer. 2nd paragraph

The fundamental role of customers in any business undertaking has made it

essential to conduct more research and analysis on them. indicates that satisfying
customers regularly leads to higher retention levels and increased profit margins. outline
that many companies have made it their aim to satisfy their customers at all times to gain
their loyalty and trust, hence leading to more sales and profits. When customer perception
regarding a certain brand is positive, they will always choose that brand whenever they
need it. Because most customers use perception and attitude to show satisfaction, it is
vital that product branding captures their attention.

Assessing the impact of service quality on customer satisfaction in a resorts

involves evaluating various aspects. These include the responsiveness and efficiency of
staff, the cleanliness and maintenance of facilities, the ease of booking and check-in
processes, the quality of dining options, the availability of recreational activities, and the
overall ambiance. As has been noted by lost researchers, customer satisfaction is the
main driving force behind increase sales (Elvira & Shpetim, 2016).

1
 Over the past few decades, the hospitality industry has witnessed a significant
shift in focus towards customer satisfaction and experience. With the increasing compe-
tition in the resort sector, providing exceptional service quality has become crucial for at-
tracting and retaining guests. While many resorts strive to maintain high service stan-
dards, there is a need to delve deeper into understanding the actual impact of these ef -
forts.

Collecting feedback through surveys, reviews, and direct interactions with guests
helps identify areas for improvement and ensure that the resort’s services align with
guests’ expectations, ultimately leading to higher levels of customer satisfaction.

Narra Palawan is a municipality located in the province of Palawan in the Philip-

pines. Known for its stunning natural beauty, Narra has gained popularity among
tourists seeking an off-the-beaten-path experience. The town offers a more relaxed and
less crowded atmosphere compared to some of the more touristy areas of Palawan, mak-
ing it a favored destination for those who appreciate tranquility.

While Narra might not have as many resorts as some of the more developed ar-
eas, there are a few resorts (specific resort) and accommodations available that cater to
tourists. These resorts often highlight the pristine beaches, lush landscapes, and oppor-
tunities for eco-tourism activities like hiking, birdwatching, and exploring nearby natural
attractions.

The local government and businesses in Narra have been giving assurance and
working to promote sustainable tourism, aiming to protect the environment while still
providing visitors with an authentic, reliability, and enjoyable experience. This approach
helps in preserving the area’s natural beauty and the unique way of life of the local com-
munities.

This study aims to investigate the impact of service quality on various aspects of
the resort experience, including customer satisfaction. By examining the relationship be-
tween service quality and these outcomes, we intend to contribute valuable insights to
both the academic field and the industry. This research will help resorts better compre-
hend the specific dimensions of service quality that most significantly influence guest
perceptions and behavior.

2
 Through a comprehensive analysis of data and feedback from resort guests, we
aim to identify areas of strength and areas that require improvement. Ultimately, our
study seeks to provide evidence-based recommendations that resorts can implement to
enhance service quality, ultimately leading to a more satisfying and memorable guest ex-
perience. Effective assessment helps identify areas of improvement, enhances communi-
cation with customers, and ensures that their expectations are met or exceeded.

3
Statement of the Problem

This study will be conducted to determine Assessing the impact of Service quality on
customer satisfaction in selected Resorts at Narra Palawan

1. What is the demographic profile of the respondents?

2. What is the factors influence customer satisfaction?

3. What is the perception on the quality of service?

Objectives of the Study

The aims of this study are to:

1. To determine the demographic profile of the respondents.

2. To Identify the factors influence customer satisfaction.

3.To explain the perception on the quality of service.

Significance of the Study

This study was going to benefit the following:

To the management. This study might help them to know more about customers,

how to handle them as well as the employee and how to deal customer satisfaction.

4
 To the employee. This study might help them to understand customer and can be

a reference when applying in work like in resorts.

To the future researcher. This study will be useful reference to those researchers

who plan to make a related study and this research can be a source of enlightenment for

their future studies.

To customer. This study will give them knowledge to easily know the selected

resorts hotel that has a good service quality and customer satisfaction.

Scope and Limitation of the Study

This study determined Assessing the impact of Service quality on customer

satisfaction in selected Resorts at Narra Palawan. By identifying the quality services

provided by Selected Resorts, problems and lacks encountered by the customers in the

delivery of services.

Operational Definition of Terms

For a proper and better understanding of this study, the following terms were defined

operationally:

Hospitality- refers to the friendly and generous reception and entertainment of guests,

visitors, or strangers. Service Quality: The extent to which a service meets or exceeds

customer expectations, as indicated by factors such as responsiveness, reliability,

assurance, empathy, and tangibles.

5
Customer Satisfaction: The overall contentment experienced by customers after

interacting with a service, encompassing their perception of meeting needs, quality of

experience, and alignment with their preferences.

Responsiveness: The speed and willingness of service providers to help customers and

address their inquiries, concerns, or requests promptly.

Reliability: Consistency in delivering accurate and dependable services, adhering to

promised timelines and maintaining a high level of service performance.

Assurance: The competence, courtesy, and credibility demonstrated by service

personnel, ensuring customers feel confident in the service provider’s ability to meet their

needs.

Empathy: The ability of service providers to understand, share, and address customers’

feelings and concerns, demonstrating genuine care and personalized attention.

Tangibles: The physical and visual aspects of the service environment, including

facilities, equipment, and communication materials, which contribute to customers’

perception of service quality.

Tranquility: refers to a state of calmness, serenity, and peacefulness. It is characterized

by a lack of disturbance, agitation, or stress.

6
 CHAPTER II

REVIEW OF RELATED LITERATURE

Local Literature

Review Related Literature

(Gardi et al. 2020) At the present time tourism and hospitality industries are very

essential, because the fact is they considered as an essential source of income for country.

Therefore, many countries are attempting to catch the attention of guests and tourists to

their destinations, as a result they will be able to grow and enhance their nation’s life.

(Anwar & Qadir, 2017) Service quality has been defined by Anwar & Climis, (2017) as

the capability of the hotels to meet guest’s expectations (Prabhu et al. 2019). Service

quality can be perceived as an assessment of how competently a provided service

measures to the guest’s expectations. Hotel considers a social phenomenon due to it is

connect with various activities a guest does for instance 0 leisure (Andavar et al. 2002).

business, education and vacation. Hotel’s guests are participating to the socio-economic

growth of both less developed and developed countries. Moreover, hotel’s guests are

viewing as an attractive growth option in many countries in the world. Service quality in

7
hotel industries concentrate on satisfying the guests’ and excellence (Abdullah, 2019)

quality need. Service quality considers guest’s judgment regarding the creature overall

superiority. Service quality impacts guest’s satisfaction through providing service and

performance (Fick et al 2015). Guest satisfaction has many advantages, such as creating a

strong relationship between hotel and gusts and creating guest loyalty (Anwar &

Balcioglu, 2016). Service quality is an approach that increases effectiveness,

competitiveness and flexibility of the hotel. It is a method to guarantee guest’s total

satisfaction (Abdullah & Abdul Rahman, 2015).

Guests service in hospitality industries is one of the main business processes

which leads to grow and attract potential guests (Ali, 2020). According to Goofin and

Price (2020) clarified the significance of guest’s service which increases service quality,

sales, development and profits (Hameed & Anwar, 2018). As to Damit et al. (2019) the

key successes for sustaining competitive advantage depends on providing high quality of

services which results in guest’s satisfaction (Anwar & Ghafoor, 2017). The rank of

service quality is provided by the gap between expected and perceived service (Prabhu et

al. 2020). Service quality has been defined by Anwar & Climis, (2017) as the capability

of the hotels to meet guest’s expectations (Prabhu et al. 2019). Also it can be perceived

as an assessment of how competently a provided service measures to the guest’s

expectations (Anwar & Qadir, 2017). expectation and guests’ perceptions Perceived

service quality is the assessment of the service crossways the episodes in case if it

compared with implicit or explicit standard. Hotel considers a social phenomenon due to

it is connect with various activities a guest does for instance leisure (Andavar et Mal.

8
2020), business, education and vacation. Hotel’s guests are participating to the socio-

economic growth of both less developed and developed countries. Moreover, hotel’s

guests are viewing as an attractive growth option in many countries in the world.

Service quality in hotel industries concentrate on satisfying the guests’ quality

need. Service quality considers guest’s judgment regarding the creature overall

superiority and excellence (Abdullah, 2019). Many academic scholars defined several

dimensions and aspects to enhance the level of satisfaction, despite most of these

dimensions were used variables that fund were significant though the significance of

service quality (Ali, 2016), guests’ expectations and perceived value still needs additional

concern. On the other hand, some of scholars used to investigate the correlations of

variables for instance customer value and customer loyalty. (Ganeshkumar et al. 2019).

resort guests returning back to same hotel, also recommending the hotel to other to stay

in, it depends on the satisfaction level, and which leads to the increase of the hotel’s

revenue. Accordingly, the subject of service quality is substantial for any study, since

almost all companies are trying to enhance its service quality thus to increase satisfied

customers. satisfaction is dependent variable while service quality is independent variable

along with sub independent variable such us empathy, reliability, responsiveness,

assurance and tangible (Prabhu et al. 2020).

Hotel’s service quality is the service providing to guest expectations and almost all hotels

are able to gain customers satisfaction through providing a high quality of services (Top

9
& Ali, 2021). The service of hospitality often includes guests’ contribution in assisting to

create the service value (Anwar & Surarchith, 2015). Coyle and Dale 199 investigated the

assessment of service quality in the hospitality industry from suppliers and guest’s

viewpoint (Agbola and Dehlor 2011:112).

Service quality is an approach that increases effectiveness, competitiveness and

flexibility of the hotel. It is a method to guarantee guest’s total satisfaction (Abdullah &

Abdul Rahman, 2015). Guests service in hospitality industries is one of the main business

processes which leads to grow and attract potential guests (Ali, 2020). Most companies

and researchers alike have had significant interests in the aspects of customer satisfaction

and service quality. As is common to all organisations, the fundamental objective in

business is to minimise costs and increase profits—the surest way to achieve profit

increases through increased sales (Zameer et al., 2015). (Elvira & Shpetim, 2016) With

regards to the aspect of operations management, customers are central to any business.

Before determining the strategies to apply or the type of business structure to implement,

every business 2 entity should have its customers in mind.With regards to the aspect of

operations management, customers are central to any business. Before determining the

strategies to apply o r the type of business structure to implement, every business 2 entity

should have its customers in mind.

(Fida et al., 2020) When making a product or service purchase, the main aim of

every customer is to achieve satisfaction. In the current marketplace setting, winning

customers entails not only the provision of the required products but also building

10
customer relationship. Research by (Lee & Madanoglu, 2018) indicates that satisfying

customers regularly leads to higher retention levels and increased profit margins. Slack &

Singh (2020) outline that many companies have made it their aim to satisfy their

customers at all times to gain their loyalty and trust, hence leading to more sales and

profits. (Elvira & Shpetim, 2016) When customer perception regarding a certain brand is

positive, they will always choose that brand whenever they need it Because most

customers use perception and attitude to show satisfaction, it is vital that product

branding captures their attention.

Due to the rising number of competitors, organisations should always aim to be

the first choice among customers (Farooq & Salam, 2018). Since most businesses aim to

satisfy their customers, the main area that most researchers seek to study entails

achieving customer satisfaction (Gopi & Samat, 2020). This area requires constant

research because customer needs change on a timely basis—customers are the most

unpredictable stakeholders in a business. Many authors, including Othman et al. (2019)

and Minh et al.(2015), have outlined the significance of these guidelines towards

evaluating service quality within the hotel industry. The studies have presented mixed

reactions to the topic of service quality and customer satisfaction. In this research, we

shall make use of a more elaborate and well-defined model known as SERVQUAL. As

the name suggests, this model shall be broadly used to evaluate the dimensional aspect of

service quality within the hotel industry setting. Moreover, a greater emphasis will be on

the Best Western Princess Hotels located in Norrköping, Sweden.Studies by Priyo et al.

(2019) and Elvira & Shpetim (2016) have shown that the determinants towards efficient

11
customer satisfaction include assurance, tangibility, and empathy. These factors are

essential when assessing the quality of services rendered to customers in any hotel

setting.Apart from that, it has gotten established that customers suitably rate the services

provided to them based on their promptness, transaction accuracy, and security aspects

(Fida et al., 2020). Research carried out by Hashem & Ali (2019) on the interrelationship

of service quality and customer contentment has primarily pointed at the importance of

the five service quality dimensions.

Al-Karim's & Chowdhury's research in 2014 elaborated on the importance of

customer satisfaction based on service quality. Zameer et al. study in 2015 focused on the

five dimensions of service quality within the telecommunication industries. Esther &

Bambale (2016) evaluated the correlation between service provision and library users'

satisfaction within a university setup. Here, it got established that service quality

contributed 73.9% towards ensuring library user satisfaction. The study also outlined the

significance of the reliability dimension towards user satisfaction compared to the less

significant empathy dimension. Esther & Bambale (2016) evaluated the correlation

between service provision and library users' satisfaction within a university setup. Here, it

got established that service quality contributed 73.9% towards ensuring library user

satisfaction. The study also outlined the significance of the reliability dimension towards

user satisfaction compared to the less significant empathy dimension. Amongst these

studies, 1088 elaborate on the aspects of customer satisfaction and service quality.

Additionally, 315 articles describe the fundamental relationship between customer

satisfaction and the quality of services offered. Also, 32 articles relied on service quality

12
dimensions to define the relationship between customer satisfaction and quality of service

(Farooq & Salam, 2018).

Conceptual Framework
The study is entitled “Assessing the Impact of Service Quality on Customer Satisfaction
in Selected Resorts at Narra, Palawan”.

Conceptual Paradigm

INDEPENDENT VARIABLE DEPENDENT VARIABLE

Demographic profile of the Assessing the impact service quality

respondents which is name, age, on customer satisfaction in selected
sex, address resorts, Narra, Palawan

13
Fig.1. The conceptual paradigm showing the relationship between the different variable.

CHAPTER III

METHODOLOGY

This chapter discussed the research methods available for the study and what is
applicable for it to use in response for the statement of the problem in Chapter I which is
the assessing the impact of service quality on customer satisfaction in selected resorts in
Narra Palawan.

The Locale of the Study

This study will be conducted in selected resorts in Narra, Palawan

14
 (Source: https://www.google.com/url?sa=i&url=palawan)

The Research Design

This study will be used the descriptive method. Descriptive method primarily

focuses on describing the nature of a demographic segment, without focusing on “why “a

particular phenomenon occurs. Especially, the survey method was used to determine the

assessing the impact if service quality in selected resorts in Narra, Palawan.

The Respondents of the Study

The respondents of the study will be 100 customers of selected resorts in Narra,

Palawan.

The Sampling Procedure

Random sampling will be used to get the total customers of selected resorts hotel

that is needed in this study the distribution of the respondents is shown in the table below:

AGE TOTAL OF THE CUSTOMER

17-25 Figure 2. Map of Narra, Palawan

26-35

35 and above

15
The Research Instrumentation

A set of questionnaires will be used to gather data, regarding the demographic

profile and the customer satisfaction in service quality offer by selected resorts in Narra,

Palawan.

Part I. Gathered information about customer satisfaction in service quality by selected

resorts.

Part II. The customers were asked for their opinion of the selected resorts.

Part III. Indicating the level of satisfaction and service quality in selected resorts hotel.

The Data Collection Procedure

In order to collect the necessary data for this study, researchers will be performed

the following procedures; Ask the customer’s permission first to conduct our study and

asked them a question. Select a respondent from selected resorts. Give the survey

questionnaire to the respondents to gather and collect data as well as information by

asking them a question about our topic. After sending the survey questionnaire, review

their answer.

The Data Analysis

The data collected in the survey will be analyzed and discussed using statistical

tools like simple frequency counts, percentages, and mean.

To measure the service quality to the customers, a scale will be shown below:

LIKERT SCALE

Numerical Value Range Descriptive Rating

5 4.21-5.00 Strongly agree

16
 4 3.41-4.20 Agree

3 2.61-3.40 Neutral

2 1.81-2.60 Disagree

1 1.00-1.80 Strongly Disagree

Adapted from: Sozen, E and Guven, U. (2019)

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 APPENDICES

QUESTIONNAIRE

PART I. DEMOGRAPHIC

Name(optional)_____________________________
Age: ____________
Gender: ________________

Nationality:
Sweden [ ]
Rest of Europe [ ]
Africa [ ]
USA [ ]
Middle east [ ]
Asia [ ]
other(specify)_______________________

Purpose of Visit:

20
 Airline crew [ ]
Leisure [ ]
Business [ ]
Meetings/Conference [ ]
Other(specify)______________________

Number of visit to this resort:

First visit [ ]
2-5 visit [ ]
6-10 visit [ ]
More than 10 visits [ ]

PART II: FACTORS INFLUENCING CUSTOMERS SATISFACTION

This part concerns the factors that influence your satisfaction with hotel services. Please
show the extent to which you think reach factor influences your satisfaction with the hotel ser-
vices. Do this by putting a check in the appropriate box. A “1” means you strongly disagree while
a “5” means that you strongly agree. You may check any of the number in the middle that show
how strong your feelings are. There are no rights or wrong answers.
NO. Please indicate the Strongly Disagree Neutral Agree Strongly
extent to which you disagree Agree
agree that the follow-
ing factors influence
guest satisfaction
with hotel services.
1 2 3 4 5
1 Resort’s physical fa-
cilities
2 Resort’s equipment
3 Appearance of resort
employees
4 Communication ma-
terials
5 Timeliness of service
6 Problem solving in-
terest
7 Efficient service

21
 8 Consistency of ser-
vice
9 Accuracy of records
10 Problem resolution
time
11 Prompt attention to
guest’s request
12 Willingness to help
13 Flexibility of employ-
ees
14 Behavior of employ-
ees
15 Safety and security
16 Courtesy and employ-
ees
17 Competence of em-
ployees
18 Individualized atten-
tion
19 Convenient operating
hours
20 Personal attention
from employees
21 Concerns towards
guest interest
22 Understanding guest
specific needs

PART III. PERCEPTION ON THE QUALITY OF SERVICE

This part concern you feel about aspects of service quality levels at the resort. Please
check (√ ) in the appropriate box to show the extent to which you believe the hotel has
featured describe by the statement. A “1” means you strongly disagree, while a “5” means

22
that you strongly agree. You may check any number in the middle that show your feeling
are.

NO. Please indicate the ex- Strongly Disagree Neutral Agree Strongly
tent to which you agree disagree Agree
that the following fac-
tors influence guest sat-
isfaction with resort
services.
1 2 3 4 5
1. The resort has good
looking facilities.
2. The resort physical fa-
cilities are visually ap-
pealing.
3. The resort’s employees
are neat appealing.
4. The materials associ-
ated with the service
(such as pamphlets) are
visually appealing.
5. When the resort com-
mits to do something
by a particular time, it
does so.
6. When you have a prob-
lem, the resort shows a
sincere interest in solv-
ing it.
7. The resort performs the
service right the first
time.
8. The resort provides its
services at the time it
promises to do so.

9. The resort employees

give your prompt ser-
vice.
10. The resort employees
are always willing to
help.
11. The resort employees

23
 never too busy to re-
spond to your request.
12. The behavior of resort
employees instils confi-
dence in customers.
13. You feel in your trans-
action with the resort.
14. The resort employees
are consistently courte-
ous with you.

24