Consumer Finals

New Era University
College of Business Administration

9 Central Avenue, New Era, Quezon City, 1107 Philippines
businessadministration@neu.edu.ph
The Impact of Service Quality of Costa Abril Resort: Based on Customer Perspective
A Research Paper
Presented to The Faculty of College of Business Administration
New Era University
In Partial Fulfillment of the Requirements of the Course

MME 01-18 Consumer Behaviour
Presented by
Bambao, Hannah Eunice M.
Bayadsid, Ashra A.
Colibao, Julian Maica E.
Palado, Sean Derek D.
Quinto, Alysa Ida A.
3MKTG-2
Presented to
Prof. Mercedes R. Esmade
December 2023
Chapter I
INTRODUCTION
Background of the Study
Customers are mirrors of business, their satisfaction creates success and dissatisfaction leads to
failure (Gebrasilassie, 2017). They are significant to any organization for various reasons. They generate
revenue for a business, spread the news about them, and even provide insightful criticism (Olaniyan, 2022).
Therefore, their opinions and perceptions regarding a product or service carry an immense importance for
1
New Era University
an organization. It is crucial for a business to acknowledge and uphold the favorable perception that
customers have towards their provided goods or services.
As mentioned by Yebron, Del Rosario, Umandal, and Esplanada (2018), customer satisfaction has a
significant influence on higher product sales in specific places. It enhances businesses performance, and
aids in promoting its overall appeal. It also measures how well a company or establishment's products and
services meet customer expectations. This is especially true for resorts businesses as they provide
accommodation for guests. Customer satisfaction is vital for resorts as it leads to repeat business, a strong
brand reputation, and a competitive edge which may all help guests not only return but also spend more on
resort services, contributing to the resort's profitability and long-term success.
To attain this, resorts must ensure that they deliver exceptional service quality. As Alejandrino
(2023) stated in her study, the hospitality industry, especially hotels and resorts, places a strong emphasis
on service quality to enhance customer satisfaction, and the success of resorts hinges on providing
outstanding service. As customers consistently expect high service quality and are generally only satisfied
with positive experiences, measuring service quality is vital for the growth and enhancement of service-
related industries. However, this can be challenging because the concept of quality is sometimes
misinterpreted due to differing customer perceptions, individual goals, and unique needs. Service quality is
a multifaceted concept, making it difficult to gauge the quality of resorts. Therefore, to improve a resort's
service and elevate customer satisfaction, resorts must gain a deep understanding of their customers'
perceptions and carefully evaluate their feedback to identify areas for improvement (Mmutle & Shonhe,
2017).
Among the affordable resorts in the Rizal, Philippines area, Costa Abril Resort stands out with its
clean, relaxing, and affordable rate that suits their guest’s budget. The resort provides a wide range of
amenities, including wave and private pools, water slides, accommodations, cottages, barbecue areas, and
even karaoke, all set against a picturesque natural backdrop. The resort would really be an ideal place to
create fun memories with your loved ones, such as families and friends.
2
New Era University
The intent of this study is to investigate the service quality of Costa Abril Resort – located at 40
Dao Street San Jose, Rodriguez, Montalban, Rizal Philippines – as perceived by its valued customers. This
research would specifically focus on the 7P's of the service marketing mix (Product, Price, Place,
Promotion, People, Process, and Physical Evidence) to provide a comprehensive understanding of how
customers view the quality of services offered at Costa Abril Resort.
Statement of the Problem
The study aims to analyze the impact of service quality at Costa Abril Resort from the customer's
perspective, specifically focusing on the 7P's of service marketing mix, and evaluating how customers
perceive the quality of services provided. By exploring these factors, the research intends to provide insights
into the crucial elements that influence customer satisfaction and overall experience at the resort.
This study sought to answer the following;
1. What is the Demographic Profile of the Respondents?
2. What are the factors among 7 P's for considering Costa Abril Resort as your place for pleasure?
3. How does the perceived pricing strategy of Costa Abril Resort affect customer satisfaction and
overall service quality from the perspective of the guest?
Significance of the Study
The service industry's success heavily relies on the perception of service quality by customers. In the
case of Costa Abril Resort, understanding the impact of service quality on customer satisfaction is critical
for enhancing customer experiences and ensuring repeat visits. This study's findings can have a profound
impact on the following:
Costa Abril Resort Management. By comprehending the specific aspects of service quality that influence
customer satisfaction, the management can refine their service delivery processes and foster customer
loyalty, leading to increased customer retention and positive word-of-mouth marketing.
3
New Era University
Hospitality Industry. Insights gained from this study can benefit other players in the hospitality industry by
highlighting the key factors that drive customer satisfaction and revisitation in the context of resort services,
thereby enabling them to improve their own service offerings and elevate overall industry standards.
Tourism Sector. The research outcomes can contribute to the advancement of the tourism sector,
providing valuable insights into the elements that make a resort stand out in the eyes of customers. This
information can guide the development of strategic initiatives aimed at bolstering the appeal of various
tourist destinations and attracting a larger customer base.
Local Community. The study's results can benefit the local community by potentially enhancing the
reputation of the area as a desirable tourist destination, thereby fostering economic growth, creating
employment opportunities, and promoting sustainable development initiatives within the region.
Future Researchers. Researchers interested in the fields of customer satisfaction, service quality, and the
hospitality industry can leverage the findings of this study to inform and guide future research endeavors,
thus contributing to the ongoing exploration of customer-centric strategies in the service sector and fostering
a deeper understanding of customer behavior and preferences.
Scope and Limitations of the Study
This research focuses on assessing the service quality of Costa Abril Resort in the context of the
7P's of service marketing mix, specifically examining the Product, Price, Place, Promotion, People,
Processes, and Physical Evidence. The study will involve collecting data through online surveys from a
sample of 50 customers from Costa Abril Resort in Montalban, Rizal, Philippines, to understand their
perceptions and experiences. The demographic profile of the respondents will be analyzed to provide
4
New Era University
insights into the resort's customer base. However, the study is limited to customers who have visited Costa
Abril Resort in Montalban, Rizal, Philippines, and the findings may not be generalized to other resorts or
regions. The research relies on self-reported data from customers, which may be subject to response bias.
External factors that could influence customer satisfaction, such as weather conditions or other unforeseen
circumstances during their visit, will not be explicitly considered in the study. Finally, the study's findings
may not account for changes in service quality or customer perceptions that may occur over time.
CHAPTER II
REVIEW OF RELATED LITERATURE STUDIES
This chapter presents different conclusions, significance, and findings made by different research
relating to this study entitled, "The Impact of Service Quality of Costa Abril Resort: Based on Customer
Perspective." This review consists of books, articles, documents that focus on the same subject matter or
other concepts of the study.
Related Literature and Studies
Previous Researchers have emphasized the significance of high-quality services in enhancing
market share, fostering customer satisfaction, improving responsiveness to customer orders, increasing
customer retention and loyalty, maximizing return on investment, and reducing production costs (Alemneh
& Gebremichael, 2018; Ali, 2015; Eshetic, Seyoum & Ali, 2016; Mbuthia, Muthoni & Muchina, 2014;
Alemneh, 2018; Bello & Majebi, 2018).
Service Quality
Service Quality, according to Yu Wang (2022), is the quality of the customer’s subjective perception
of the service evaluation, and is the result of the comparison between the customer’s service expectations
based on personal experience, cognition and the actual service received. The author also added that if the
5
New Era University
actual service received is higher than their own service expectations, customers will give a higher evaluation
to the service quality; on the contrary, they will give a lower evaluation to the service quality.
Aside from these, delivering exceptional services to resort customers contributes to heightened
customer satisfaction, consequently influencing international visitation, repeat visits to the same tourist
destinations, customer loyalty, and relationship commitment. Furthermore, satisfied and delighted tourists
are inclined to share positive word-of-mouth, thereby attracting new customers (Nneoma & Uwabor, 2021).
This idea was also seconded by Bhatt and Bhanawat (2016), who also agrees that good service
quality leads into customer satisfaction and, therefore, makes the firms more competitive in the market.
They also added that high service quality can be achieved by identifying problems in service and defining
measures for service performances and outcomes as well as level of customer satisfaction. Moreover,
service quality can be defined by examining the differences between expected service and perceived
service.
Beyond service quality, the success or failure of a business hinges on its marketing strategy, which
must be effectively implemented to achieve the company's objectives, including customer satisfaction
(Gebrasilassie, 2017). The 7Ps framework (Product, Price, Place, Promotion, People, Process, and
Physical Evidence) becomes crucial in this context. As per Zawoo (2019), these marketing mix elements
serve as valuable tools for managing and assessing customer satisfaction. A deep understanding of each
component in the marketing mix empowers the business to identify and address the needs and desires of
its customer base, thereby aiding in the effective fulfillment of customer expectations.
7P's of Service Marketing Mix
Originally, Jerome McCarthy (1960) introduced the 4P’s in the marketing mix: product, price, place,
and promotion. However, as the service sector faced limitations with intangible products, Bernard Booms
6
New Era University
and Mary Bitner (1981) expanded the framework to 7Ps, including people, process, and physical evidence.
This 7Ps model is now widely adopted in the service industry (Somocor, 2017).
Product
Products in the service sector are often intangible, meaning they cannot be physically touched or
seen. Unlike tangible goods, services are experiential and involve the provision of benefits, experiences, or
expertise to meet customer needs (Loo and Leung (2018). Loo and Leung (2018) conducted research on
service failures in hotel and resort services in Taiwan. They defined the product in the service sector, as
encompassing the facilities and amenities provided in rooms and cottages, including breakfast, which
customers may have pre-paid for.
Price
This is the second factor that also plays an important role in the marketing mix model and it is
identical or equivalent to the amount of money that customers acquire desired products and services
(Somocor, 2017). In their study, Loo and Leung (2018) incorporated both the monetary cost and the time
expended by customers during the use of the service within the definition of the price factor.
Place
This element focuses on the geographical location in that the company is situated (Somocor, 2017).
According to Widyastuti, Pujiharto, Tubastuvi, and Santoso (2020), the terms "place" and "location" are
synonymous, with a well-chosen location being both accessible and convenient for visitors, playing a crucial
role in customer enjoyment. In the context of a conventional product-centric company, the term "place"
typically refers to the distribution of goods to customers through various channels. However, in the service
sector, particularly in industries such as resorts and hotels, the concept of "place" or distribution takes on a
7
New Era University
distinct meaning. Here, it pertains to the process of delivering services directly to the customers, as
explained by Anh (2019).
Promotion
Khan (2014) explained that, within the marketing mix, promotion involves the communication
strategies employed by companies to engage with their customers through various channels, such as
personal selling, advertising, public relations, sponsorship, sales promotion, or direct sales. The goal is to
promote their products and services effectively. Meanwhile, according to Magatef (2015), effective
promotions play a significant role in influencing customer satisfaction. In the study of the tourism industry
in Zimbabwe, Matura, Mbaiwa, and Mago (2021) highlighted promotion as a method companies use to
engage and remind customers about their products, services, and brand. They also emphasized that
success in promotion is achieved through a well-executed promotion mix.
People
In the service marketing mix, the term "people" refers to the staff and employees directly involved
in the production of services, necessitating direct communication and interaction with customers (Magatef,
2015; Lovelock & Wirtz, 2007). This idea was also presented in the study of Warrener (2016), where he
states that the staff in the service industry—often referred to as front-liners—play a crucial role as they
directly interact with customers. This may highlight that managing products primarily offering tangible goods
is comparatively simpler than managing products providing intangible services. Therefore, the intangible
nature of services, as emphasized by Ivy (2008), becomes significant in influencing the service delivery
process, particularly in building customer relationships.
People, including both the firm's employees and customers, are integral to the product, impacting
buyers' perceptions according to Zeithaml et al. (2009). Customers judge the administration arrangement
and delivery based on individuals representing the organization, making product quality inseparable from
8
New Era University
the quality of the service provider. Creating a supportive environment for customers by collaborating with
staff and fostering a positive relationship is a paramount consideration in the service industry.
Process
This element is an expansion beyond the original 4Ps in the marketing mix, concentrating on the
managerial and operational functions within the service industry (Salman, Tawfik, Samy, & Artal-Tur, 2017).
Referring to the study of Salman et al., (2017), process pertains to the methods, mechanisms, and the
overall organizational activity flow directed towards the market, involving a series of sequential steps and a
chain of activities (Vliet, 2011). The emphasis is on the frameworks employed for delivering assistance,
encompassing the marketing mix process. Essential components within this process include optimizing
service efficiency, ensuring cost-effectiveness, and providing tangible value to the target market (Baker and
Hart, 2016). Effectively managing these elements is critical for the organization's overall performance and
success in the competitive market landscape.
Physical Evidence
This factor refers to the environment where services and tangible goods are delivered, serving as
a fundamental factor for customers when assessing service quality (Chartered Institute of Marketing, 2015).
The physical evidence concept is intentionally designed to capture the customer's perspective, contributing
significantly to how the service is perceived (Kumar, 2010). Kumar (2010) also added the vital role of
physical evidence in the service sector, particularly in shaping the atmospheric elements of the business,
encompassing factors like ambiance, spatial layout, lighting, and both interior and exterior design. These
elements, if overlooked, can have a profound emotional impact on customers, evoking feelings of emptiness
and reducing overall attractiveness (Olivar, K. et al, 2022). Xie (2020) conducted a study on budget resorts
in Bangkok, indicating that the physical evidence of the business include its facilities, the décor of the
common areas, the front desk staff personality, the appearance of the cottages, and etc.
9
New Era University
Customer Satisfaction
Customer satisfaction is vital for the success of resorts as it influences customers' choices and their
likelihood of returning to the same resort (Mohamad, Ab Yazid, Khatibi, & Azam, 2017). According to Oliver
(2014), Hinlayagan (2018), and Olivar (2022), a positive customer experience is key to customer
satisfaction. In the resort industry, focusing on providing a great customer experience is crucial for building
loyalty. Recognizing the importance of customer satisfaction, past research highlights that customer
responses impact long-term relationships and contribute to the overall sustainability of a business
(Anderson and Sornell, 2004; Fornell, Johnson, Anderson, Cha, & Bryant, 1996; Hackl & Westlund, 2000;
Cheng, Gan, Imrie, & Mansori, 2018).
Relevance of Review Literature and Studies to the Present Study
The extensive review of literature and studies provides a solid foundation for understanding the
critical components that contribute to the success of service-oriented businesses, particularly in the resort
industry. In our present study, "The Impact of Service Quality of Costa Abril Resort: Based on Customer
Perspective," these insights are invaluable for comprehensively assessing and enhancing the resort's
offerings.
Researchers emphasize the importance of delivering excellent services for businesses, which
enhances their market share, ensures customer satisfaction, and fosters loyalty. As a result, we've
concentrated on understanding customer perspectives, incorporating Yu Wang's (2022) notion that if the
actual experience surpasses their expectations, they'll give a higher rating to the service.
We've gained insights from Nneoma & Uwabor (2021), highlighting that exceptional services not
only fulfill customer satisfaction but also attract new visitors, encourage repeat business, and generate
positive word-of-mouth. Employing the 7Ps marketing mix framework as our guide, we meticulously
10
New Era University
examine each element—Product, Price, Place, Promotion, People, Process, and Physical Evidence—to
ensure we're precisely addressing customer needs and expectations.
Looking closely at specific things, like how services aren't physical, the strategic implications of
promotional strategies, and the important role played by staff and employees in the process of service
delivery, fits well with what resorts need. Understanding the need to make processes work better and
realizing how the physical environment, including the atmosphere and design, affects what customers think,
helps us thoroughly check how well Costa Abril Resort is doing overall and how it competes with others.
Overall, the review of literature and studies provided us practical knowledge. Our aim is to figure
out how Costa Abril Resort can apply these insights to enhance their service quality, create positive
customer experiences, and ensure the resort’s success and longevity by keeping customers coming back.
Conceptual Framework
Figure 1.
11
New Era University
This study focuses on analyzing the impact of service quality at Costa Abril Resort from the
customer's perspective, specifically focusing on the 7P's of service marketing mix, and evaluating how
customers perceive the quality of services provided. The above diagram illustrates the connection between
the research independent variables — Product, Price, Place, Promotion, People, Process, and Physical
Evidence, which are based on the model modified by Bernard Booms and Mary Bitner in 1981 — and its
dependent variable or effect, Customer Satisfaction and Overall Experience at Costa Abril Resort. These
variables are measured outcomes that depend on how the resort manages its 7P's. Then, both of these
factors revolve around Customers' perception of the quality of services, which acts as a mediator, helping
to understand how specific elements of the 7P's impact their overall satisfaction and experience. Overall,
this framework specifies the research's relevant aims, which are to investigate the perspective of the
customers of Costa Abril Resort on the quality of their service.
12
New Era University
Research Paradigm
Figure 2.
13
New Era University
The depicted diagram illustrates the Input-Process-Output (IPO) framework for this study. Input
involves the demographic details of participants and the utilization of the 7P's marketing mix. The process
encompasses the study's quantitative design, data collection via an online survey (Google Forms), analysis,
and the derivation of conclusions from the gathered data. Finally, the output represents the research
findings expected at the study's conclusion.
Chapter III
METHODS OF RESEARCH
Research Methodology
This chapter outlines the study's research methodology. It focuses on the service quality of Costa Abril
Resort based on customer perspective when gathering data, the research design, research instrument,
data gathering procedure, and methodologies required for data analysis.
Research Design
This quantitative research aims to investigate the impact of service quality at Costa Abril Resort from
the customer's perspective. The study will employ a structured questionnaire to collect numerical data on
various aspects of service quality, such as responsiveness, reliability, assurance, empathy, and tangibles.
A random sample of resort guests will be surveyed to ensure representative findings. The questionnaire
will utilize a Likert scale for respondents to express their opinions on the service quality dimensions. Data
analysis will involve statistical methods, including descriptive statistics and inferential techniques like
regression analysis, to identify the relationships between service quality factors and overall customer
perception. The research design emphasizes objectivity and quantifiable measures, providing valuable
14
New Era University
insights into the key factors influencing customer perceptions of service quality at Costa Abril Resort. The
findings from this study are anticipated to contribute practical recommendations for enhancing service
quality in the hospitality industry.
Data Gathering Procedure
The researchers invested a significant amount of time, effort, and hard work developing and improving
the surveys to enrich the target respondents. After the questionnaire for the researcher had been
authorized. A Google form was created for the respondents' and researchers' convenience. Online delivery
of the letter request and copies of the questionnaire was made by the researchers. During the distribution
of the letter and copies of the instrument, the researcher gave the respondents and listed the instructions
on how to complete the surveys. The researcher received the information needed for statistical processing.
There was processing and tabulation of results and the data were then examined and evaluated.
Preparation of the Instrument
The survey questionnaire method of data collection was the main tool used in this research. The
survey has two parts. The first part was about the respondents demographics and while the second part
was a series of questions to evaluate the impact of service quality of Costa Abril Resort based on customer
perspective.
In order to statistically interpret the collected data, statistical methods were applied. The information
received from the survey forms in Google Chrome's "Assessment Form" application was intended to display
the responses and be recorded so that the researcher could evaluate the variable that has a significant
relationship in this research.
Validation of the Instrument
15
New Era University
To verify that the research has gathered all the necessary data about the Impact of Service Quality of
Costa Abril Resort: Based on Customer Perspective, the questionnaires went through a variety of validation
checks. A Google Form online survey is used as the research method to evaluate, gather data from potential
respondents through online platforms, and pass through a number of verifications to guarantee that it gives
the information for the study. These evaluated and assessed data will be again reviewed, advised, and
offered recommendations on how to increase the instrument's appropriateness, accuracy, and application
by the assigned supervisor of this research study.
Chapter IV
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
The survey questions that the researchers used to analyze the study are presented in this chapter along with the
data analysis and interpretation of the research findings. To identify and define The Impact of Service Quality of Costa
Abril Resort: Based on Customer Perspective.
1. Demographic
16
New Era University
Figure 1.1. Total percentage presenting the Demographic Profile of the Respondents According to Age
Based on the figure 1.1, the researchers gathered 50 respondents and divided them into four groups: 11 - 20
years old, 21 - 30 years old, 31 - 40 years old, and 41 - 50 years old. Of the 50 respondents who represent 9% of the
total of 11 - 20 years old, 50% of the total of 21 - 30 years old, 24% of the total of 31 - 40 years old, and 8% of the total
of 41 - 50 years old. The majority of survey participants are between the ages of 21 - 30 years old.
Figure 1.2. Total percentage presenting the Demographic Profile of the Respondents
According to Gender
Figure 1.2 presents the gender of the respondents, indicating that 30 respondents representing 60% were
made up of Females and 20 respondents representing 40% were made of males.
17
New Era University
According to their Monthly Income
Figure 1.3 presents the respondents monthly income. Based on the gathered data, 13 (26%) of the
respondents have 5,000 - 20,000 monthly income while 15 (30%) of the respondents have 21,000 - 35,000 pesos
monthly income, 14 (48%) of the respondents have 36,000 - 50,000 pesos monthly income, 1 (2%) of the respondent
have 51,000 - above, and lastly, 7 (14%) of the respondents does not applicable. It can be interpreted that the
respondents monthly income of the majority of the respondents is 21,000 - 35,000 pesos monthly.
According to their Purpose of Visit
18
New Era University
The figure 1.4 presents the respondents purpose of visit. Based on the gathered data, 2 (4%) of the
respondents visited through business, 15 (30%) of the respondents visited through vacation, 14 (28%) of the
respondents through celebration, 6 (12%) of the respondents visited through friend getaways, and lastly, 13 (26%) of
the respondents visited through family getaways. It can be interpreted that the respondents' purpose of visit of the
majority of the respondents is through vacation.
2. Survey Response of the respondents according to Product.
Bar graph 2.1.
The bar graph illustrates the respondents' satisfaction with the overall service quality at Costa Abril Resort.
Only 2% expressed dissatisfaction, while a significant 20% remained neutral. However, a majority, comprising 38%,
indicated satisfaction, and a noteworthy 42% claimed to be very satisfied. This suggests that a substantial portion of
customers holds a positive view of the resort's services.
19
New Era University
Bar graph 2.2.
The bar graph illustrates respondents' opinions on the variety and range of services offered by Costa Abril
Resort, focusing on the "Product" aspect. 20% of participants expressed a neutral stance, indicating neither satisfaction
nor dissatisfaction. In contrast, a majority of 38% reported being satisfied, while an even more substantial 42%
expressed being very satisfied with the resort's services. These findings highlight a generally positive perception of the
resort's offerings among customers.
Bar graph 2.3.
The bar graph illustrates customers' perceptions of Costa Abril Resort's amenities and facilities. 10% of
respondents felt neither satisfied nor dissatisfied, indicating a neutral stance. On the positive side, 48% expressed
satisfaction, while a substantial 42% reported being very satisfied with the resort's amenities. This indicates a generally
positive customer perspective, with a majority satisfied or very satisfied.
20
New Era University
Bar graph 2.4.
The bar graph illustrates respondents' perceptions of Costa Abril Resort's service alignment with promotional
promises. 12% neither satisfied nor dissatisfied, indicating a segment of neutrality. However, the majority expresses
contentment, with 40% being satisfied and 48% very satisfied.
Bar graph 2.5.
The bar graph illustrates customers' views on recommending Costa Abril Resort based on service quality.
Among the respondents, 14% expressed a neutral stance, being neither satisfied nor dissatisfied. However, a significant
40% were satisfied, while the majority, comprising 46%, were very satisfied with the resort's services. This indicates a
positive perception of Costa Abril Resort's service quality, with a substantial portion of customers being content or
highly pleased.
21
New Era University
3. Survey Response of the respondents according to Price.
Bar graph 3.1.
The bar graph illustrates that 16% of respondents felt neither satisfied nor dissatisfied with the value for money
they received. A larger portion, 40%, expressed satisfaction, while an even more significant 44% reported being very
satisfied with the resort's services in relation to the cost. These findings suggest that a substantial majority of customers
at Costa Abril Resort are content with the value they receive for the money spent, indicating a positive perception of
the pricing aspect of the resort's services.
Bar graph 3.2.
22
New Era University
The bar graph illustrates that 16% of participants expressed neutrality, neither satisfied nor dissatisfied.
Meanwhile, a significant 34% were satisfied, and a majority of 50% were very satisfied with the pricing. These results
suggest that a substantial portion of customers at Costa Abril Resort find the pricing fair or even very satisfactory when
compared to other resorts in the region.
Bar graph 3.3.
The bar graph illustrates customers' perspectives on alternative resort choices concerning pricing factors at
Costa Abril Resort. 12% of respondents expressed neutrality, neither satisfied nor dissatisfied. A significant portion,
38%, conveyed satisfaction, while the majority, 50%, indicated being very satisfied with the pricing considerations. This
data underscores the positive reception of Costa Abril Resort's pricing strategy among surveyed customers.
23
New Era University
Bar graph 3.4.
The bar graph illustrates the impact of Costa Abril Resort's pricing strategy on customer perceptions of service
quality. 2% of respondents expressed dissatisfaction, while 16% remained neutral. However, a significant 32%
conveyed satisfaction, and an impressive 50% were very satisfied. This data suggests that a majority of customers find
the resort's pricing strategy favorable, contributing positively to their perception of service quality.
Bar graph 3.5.
The bar graph depicts customer satisfaction levels regarding promotional discounts or packages at Costa Abril
Resort. Only 2% expressed disappointment, while 16% felt neutral. A significant 36% were satisfied, and the majority,
46%, were very satisfied. This suggests that a substantial portion of customers holds a positive view of the resort's
promotional offerings. The high percentage of very satisfied responses indicates that the majority finds the promotional
discounts or packages to be quite pleasing.
24
New Era University
4. Survey Response of the respondents according to Place.
Bar graph 4.1 .
The bar graph illustrates respondents' opinions on the convenience of Costa Abril Resort's location for their
travel needs. 44% expressed being very satisfied, indicating a significant positive sentiment. Meanwhile, 42% stated
they were satisfied, further contributing to the overall favorable view of the resort's location. Interestingly, 14% chose
neither satisfied nor dissatisfied, suggesting a neutral stance among a minority. This data implies that a majority of
respondents find the resort's location satisfactory or very satisfactory, highlighting a positive perception regarding its
suitability for their travel requirements.
Bar graph 4.2.
25
New Era University
The results depicted that 10% of respondents fell into the neither satisfied nor dissatisfied category, indicating
a neutral stance. Meanwhile, a significant 42% expressed satisfaction, and a noteworthy 48% were very satisfied with
the resort's accessibility. These findings highlight a positive trend, suggesting that a substantial majority of respondents
are content with the transportation and parking amenities at Costa Abril Resort.
Bar graph 4.3.
Based on the bar graph, 14% of respondents indicated that they were neither satisfied nor dissatisfied,
suggesting a neutral stance. However, a significant 40% expressed satisfaction, while the majority, comprising 46% of
respondents, reported being very satisfied. This data implies that a substantial portion of customers holds positive
views regarding the overall ambiance and surroundings of Costa Abril Resort.
Bar graph 4.4.
26
New Era University
The bar graph illustrates respondents' views on Costa Abril Resort's location impact on their decisions. 58%
of participants expressed being very satisfied with the resort's location, while 30% reported general satisfaction. Only
12% remained indifferent, stating they were neither satisfied nor dissatisfied. These results suggest that a substantial
majority, comprising 88%, hold positive sentiments regarding the resort's location. The data implies that the resort's
geographic placement significantly influences customers' choices, with a majority expressing high satisfaction levels.
Bar graph 4.5.
The bar graph illustrates customer satisfaction with the availability of information about local attractions and
activities near Costa Abril Resort. 8% of respondents expressed neutrality, stating they were neither satisfied nor
dissatisfied. A substantial 42% of participants indicated satisfaction, while an even higher percentage, 40%, reported
being very satisfied. These results suggest that a significant majority of customers are content with the information
provided about nearby attractions at Costa Abril Resort. The high percentage of very satisfied responses implies that
the resort successfully meets or exceeds customer expectations in this aspect of service quality.
27
New Era University
5. Survey Response of the respondents according to Promotion.
Bar graph 5.1.
The bar graph illustrates respondents' perceptions of the services and promotions at Costa Abril Resort. 12%
felt neither satisfied nor dissatisfied, suggesting a neutral stance. However, a substantial 38% expressed satisfaction,
and an even more significant 50% reported being very satisfied. This positive trend indicates a generally favorable view
of the resort's promotional efforts. The majority of respondents appear content with the information and promotions
provided by Costa Abril Resort, possibly contributing positively to their overall customer experience.
Bar graph 5.2.
The bar graph illustrates the influence of promotional materials on customers' decisions to choose Costa Abril
Resort. Among the respondents, 12% expressed neutrality, neither satisfied nor dissatisfied, while a significant 42%
indicated satisfaction. The majority, comprising 46% of respondents, expressed a high level of satisfaction, stating that
28
New Era University
they are very satisfied with the promotional materials. This suggests that promotional efforts play a substantial role in
influencing customers' decisions, with a notable portion expressing a positive perception.
Bar graph 5.3.
Based on the graph shown above, 42% of participants showed contentment, selecting a score of 4 for the
clarity and transparency of promotional materials. Majority (50%) voted for a rating of 5, indicating high satisfaction.
Only 8% gave a score of 3 or lower. These findings imply that the promotional materials from Costa Abril Resort are
widely perceived as clear and transparent, positively impacting overall satisfaction.
Bar graph 5.4.
29
New Era University
The significant majority of respondents (50%) giving a rating of 5 for promotional messaging consistency
indicates a highly positive sentiment. Furthermore, 32% of respondents assigned a rating of 4, indicating satisfaction.
Then, only 18% expressed dissatisfaction with a score of 3 or below, reinforcing the overall effectiveness of promotional
efforts across diverse channels and platforms. These findings emphasize the effectiveness of the resort's efforts in
maintaining cohesive and uniform promotional communication across various platforms and channels, contributing
positively to the guest experience.
Bar graph 5.5.
The communication channels utilized by Costa Abril Resort for promoting its services received positive
feedback, as 54% of respondents gave a top rating of 5. An additional 38% expressed satisfaction with a rating of 4.
Dissatisfaction was minimal, with only 2% assigning a rating of 2, and 6% of respondents chose a rating of 3 for the
effectiveness of the communication channels used by Costa Abril Resort.
6. Survey Response of the respondents according to People.
30
New Era University
Bar graph 6.1.
The majority of respondents, comprising 46%, chose the highest rating of 5, indicating a high level of
satisfaction with the friendliness and helpfulness of the staff at Costa Abril Resort. Additionally, 46% rated the staff's
friendliness and helpfulness with a score of 4, further affirming positive sentiments. Dissatisfaction was low, as only 8%
rated it 3 or below. These results highlight the staff's commendable interpersonal skills, enhancing the overall guest
experience.
Bar graph 6.2.
Satisfaction with the level of customer service is notably high, with a majority of respondents (52%) selecting
the highest rating of 5, indicating they are very satisfied. Furthermore, 38% expressed satisfaction by choosing a rating
of 4, while dissatisfaction was minimal, with only 10% giving a rating of 3 or below. These findings indicate the overall
31
New Era University
success of the resort's staff in delivering a commendable level of customer service, according to the perceptions of the
respondents.
Bar graph 6.3.
The results reflect a positive sentiment toward the staff at Costa Abril Resort, with a notable 40% expressing
the highest satisfaction level, choosing a rating of 5. Additionally, 44% reported being satisfied with the staff going
above and beyond, selecting a rating of 4. It also indicates low dissatisfaction, with only 16% providing a rating of 3 or
lower. This suggests that a considerable number of respondents view the staff as attentive and responsive, actively
catering to their needs and preferences.
Bar graph 6.4.
32
New Era University
The survey findings indicate that the staff at Costa Abril Resort is adept at promptly addressing and resolving
guest concerns, with a significant 48% expressing high satisfaction. Another 42% reported satisfaction, while
dissatisfaction is minimal, with only 10% giving a rating of 3 or below. These results highlight the staff's efficiency in
dealing with issues, positively impacting overall guest satisfaction.
Bar graph 6.5.
The data show that half of the respondents (50%) attribute their overall satisfaction with Costa Abril Resort to
the exceptional interpersonal skills of the staff, giving it a top rating of 5. Another 34% express satisfaction, rating the
staff's interpersonal skills as 4. Only 16% rate it as 3 or below, indicating minimal dissatisfaction. This underscores the
significant influence of staff interpersonal skills on guest satisfaction.
7. Survey Response of the respondents according to Process.
33
New Era University
Bar graph 7.1.
The survey results reveal that a significant portion, 46%, expressed high satisfaction with the clarity of
information about Costa Abril Resort's services and processes, providing a positive outlook on the resort's
communication practices. Meanwhile, 44% rated it as 4, indicating satisfaction. Dissatisfaction was minimal, with only
10% selecting ratings of 3 or below. Overall, the majority found the information clear and easy to understand.
Bar graph 7.2.
Survey responses reveal positive sentiments regarding the billing and payment processes at Costa Abril
Resort. Notably, 48% of respondents rated the efficiency as a 5, while 44% gave it a rating of 4. No dissatisfaction was
reported, with a combined 8% choosing ratings of 3. Overall, the majority of guests expressed high satisfaction with
the resort's billing and payment procedures.
34
New Era University
Bar graph 7.3.
The survey results reveal that a significant number of participants, accounting for 50%, highly appreciate the
speed and efficiency of the service delivery process at Costa Abril Resort, giving it a rating of 5 on the scale. Another
42% expressed satisfaction, assigning a rating of 4, indicating an overall positive sentiment toward the service delivery.
A smaller portion, 8%, maintained a neutral perspective with a rating of 3. Importantly, none of the respondents reported
dissatisfaction, as there were no selections for ratings 1 or 2. In summary, the majority of participants seem content
with the prompt and efficient service delivery experienced from arrival to departure at the resort.
Bar graph 7.4.
The findings from the survey reveal a positive perception of the reservation and booking confirmation
processes at Costa Abril Resort. Nearly half of the respondents, comprising 48%, expressed a high level of satisfaction,
rating it as 4 on the scale. Meanwhile, 44% indicated very high satisfaction, giving it a rating of 5. A smaller portion,
35
New Era University
8%, maintained a neutral stance with a rating of 3. Then, none of the participants expressed dissatisfaction with the
efficiency and effectiveness of these processes. Therefore, the results suggest that the majority of respondents are
content with the reservation and booking confirmation procedures at the resort.
Bar graph 7.5
The survey reveals that a majority of respondents, 54%, are highly satisfied with Costa Abril Resort's
incorporation of customer feedback into service improvements, with an additional 36% expressing general contentment.
A small percentage, 10%, remains neutral on this aspect, while no participants indicated dissatisfaction. Overall, guests
perceive the resort positively in its commitment to enhancing services based on customer input.
8. Survey Response of the respondents according to Physical Evidence.
36
New Era University
Bar graph 8.1.
The survey outcomes highlight the favorable influence of Costa Abril Resort's interior design on the overall
guest experience. A significant 42% opted for the highest rating of 5, indicating their utmost satisfaction with the interior
design's role in creating a comfortable and enjoyable atmosphere. Another 42% selected 4, expressing a contented
stance. A modest 14% went for 3, signifying a neutral viewpoint. Notably, only 1% opted for 2, suggesting minimal
dissatisfaction with the resort's interior design. Interestingly, none of the respondents gave the lowest rating of 1. These
results underscore the effectiveness of the resort's interior design in fostering a welcoming and pleasant environment
for guests.
Bar graph 8.2.
37
New Era University
Almost half of the respondents, 48%, gave the highest rating of 5, expressing they are very satisfied with the
cleanliness and hygiene standards. An additional 38% chose 4, indicating satisfaction. About 12% selected 3,
representing a neutral stance. Importantly, only 1% choose 2, suggesting very few were dissatisfied. No respondents
chose 1, the lowest rating. These results highlight a strong satisfaction with the resort's commitment to cleanliness and
hygiene in both guest rooms and public spaces.
Bar graph 8.3.
Most people, about 88%, really liked the look of Costa Abril Resort and would be happy to share pictures on
social media. Over half of them gave it the highest satisfaction rating (5), and nobody said they didn't like it at all (1 or
2). This means guests are excited to show off the resort's good looks on social media, which could be great for
promoting the place online.
38
New Era University
Bar graph 8.4.
In assessing the significance of visual aesthetics in recommending Costa Abril Resort, a majority of 84%
expressed high satisfaction (ratings 4 and 5), with 54% choosing the highest rating (5). 8 or 16% of the respondents
voted that they are neither satisfied nor dissatisfied with the visual aesthetics of the Costa Abril Resort. Notably, none
of the respondents indicated dissatisfaction (ratings 1 and 2). This underscores the considerable influence of visual
aesthetics in shaping their inclination to recommend the resort to friends or family, highlighting the positive role of these
aspects in enhancing the overall experience.
Bar graph 8.5.
When asked about the furnishings and decor in guest rooms, 56% of respondents at Costa Abril Resort were
very satisfied (rating 5), and 34% were satisfied (rating 4). No one chose dissatisfied options (ratings 1 and 2). The
majority expressed positive views about how these aspects enhanced their overall satisfaction with the accommodation.
39

Consumer Finals

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Consumer Finals

Uploaded by

Copyright:

Available Formats

New Era University

College of Business Administration

In Partial Fulfillment of the Requirements of the Course

Background of the Study

customers have towards their provided goods or services.

resort services, contributing to the resort's profitability and long-term success.

customers view the quality of services offered at Costa Abril Resort.

Statement of the Problem

This study sought to answer the following;

1. What is the Demographic Profile of the Respondents?

overall service quality from the perspective of the guest?

Significance of the Study

impact on the following:

loyalty, leading to increased customer retention and positive word-of-mouth marketing.

tourist destinations and attracting a larger customer base.

a deeper understanding of customer behavior and preferences.

Scope and Limitations of the Study

REVIEW OF RELATED LITERATURE STUDIES

other concepts of the study.

Related Literature and Studies

Previous Researchers have emphasized the significance of high-quality services in enhancing

Alemneh, 2018; Bello & Majebi, 2018).

7P's of Service Marketing Mix

customers may have pre-paid for.

explained by Anh (2019).

success in promotion is achieved through a well-executed promotion mix.

process, particularly in building customer relationships.

success in the competitive market landscape.

Cheng, Gan, Imrie, & Mansori, 2018).

Relevance of Review Literature and Studies to the Present Study

ensure we're precisely addressing customer needs and expectations.

customers of Costa Abril Resort on the quality of their service.

findings expected at the study's conclusion.

data gathering procedure, and methodologies required for data analysis.

quality in the hospitality industry.

Data Gathering Procedure

Preparation of the Instrument

relationship in this research.

Validation of the Instrument

by the assigned supervisor of this research study.

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

Abril Resort: Based on Customer Perspective.

made up of Females and 20 respondents representing 40% were made of males.

According to their Monthly Income

According to their Purpose of Visit

majority of the respondents is through vacation.

2. Survey Response of the respondents according to Product.

Bar graph 2.1.

customers holds a positive view of the resort's services.

Bar graph 2.2.

resort's offerings among customers.

Bar graph 2.3.

positive customer perspective, with a majority satisfied or very satisfied.

Bar graph 2.4.

contentment, with 40% being satisfied and 48% very satisfied.

Bar graph 2.5.

3. Survey Response of the respondents according to Price.

Bar graph 3.1.

the pricing aspect of the resort's services.

Bar graph 3.2.

compared to other resorts in the region.

Bar graph 3.3.

Bar graph 3.4.