CALBAYOG CITY

NATIONAL
HIGH SCHOOL

PRACTICAL RESEARCH II

FINAL
DEFENSE
4TH GROUP
ABM 12 - AYALA
 CALBAYOG CITY
NATIONAL
HIGHSCHOOL

PANDONG, RAINER CANAMAN

MONSANTO, AIKO
MANDONG, JAMEL
MERCADER, REGINE
MIANO, CRYSTAL JADE
MILITAR, JANNELLE
OBONG, MARGIE
PANDONG, MAY FATIMA GOLD
PANUGALING, CRISTINE
RULLODA, LILY AUBREY
CUSTOMER RELATIONSHIP
MANAGEMENT PRACTICES
OF HOTEL INDUSTRY IN
CALBAYOG CITY

Page 03
STATEMENT OF THE PROBLEM

This study aimed to determine

the Hotel Industry’s Customer
Relationship Management Practices
in Calbayog City.
Specifically, this study seeks to
answer the following:
Page 04
STATEMENT OF THE PROBLEM

1. What is the profile of hotel in Calbayog

City in terms of the following:
....
1.1 No. of years in Operation;
1.2 No. of employees;
1.3 Capitalization;
1.4 Classification of hotels according
to star; and
1.5 Facilities? Page 05
 STATEMENT OF THE PROBLEM
2. What is the customer relationship ....

management practices in hotel in terms of:

2.1 Addressing customers’ needs;
2.2 Employees motivation to enhance
customer relationships;
2.3 Creating self-service opportunities for
guests;
2.4 Collecting customer feedback for
improvement; and
2.5 Respecting customers’ time and schedules. Page 06
 STATEMENT OF THE PROBLEM
3. What is the impact of customer relationship
management practices in terms of:
3.1 Sales;
3.2 No. of customers who check-in?
4. What are the challenges encountered by the
respondents?
5. Based on the study's findings, what
recommendations can be made to improve and
maintain Customer Relationship Management in
Calbayog City hotels, for better business performance
and customer satisfaction? Page 07
SUMMARY OF
FINDINGS

Page 08
 PROFILE OF THE RESPONDENTS

In terms of:
CALBAYOG
CITY

HOTELS 1.4
1.1 1.2 1.3 Classification 1.5
No. of years
MANAGEMENT No. of Capitaliza of hotels Facili
in Operation; employees; according to
tion; ties?
star; and

Page 09
 PROFILE OF THE RESPONDENTS

Summary of Findings HOTELS

CALBAYOG CITY

No. of years in Operation;

45% of respondents have operated for over five years.
30% are relatively new establishments.

No. of employees;
85% of hotels have fewer than 30 employees, indicating
small numbers of employees towards smaller
enterprises.
Page 10
 PROFILE OF THE RESPONDENTS
Summary of Findings HOTELS

Capitalization; CALBAYOG CITY

50% of respondents have capital exceeding

200,000,000.
30% fall within the lowest range of 100,000-1,000,000.

Classification of hotels according to star; and

Majority of hotel respondents operated mid-range
accommodations in customers among the hotels.
Even split representation between 3-star and 4-star
hotels. 1-star and 5-star categories also present.
Page 11
 PROFILE OF THE RESPONDENTS

Summary of Findings HOTELS

CALBAYOG CITY

Facilities
Almost all respondents offer essential
amenities like air conditioning, internet, CCTV,
television, toiletries, and parking space.
Slight disparities in access to additional
facilities like pools and fitness centers,
suggesting areas for potential improvement in
service offerings.
Page 12
 CUSTOMER RELATIONSHIP MANAGEMENT
PRACTICES OF CALBAYOG CITY HOTELS

In terms of:
CALBAYOG
CITY

HOTELS 2.5
2.1 2.2 Employees 2.3 Creating 2.4 Collecting
Respecting
Addressing
MANAGEMENT
motivation to self-service customer
enhance feedback for customers’
customers’ opportunities
customer improvement; time and
needs; relationships; for guests; and schedules?

Page 13
 CUSTOMER RELATIONSHIP MANAGEMENT
PRACTICES OF CALBAYOG CITY HOTELS

Summary of Findings HOTELS

CALBAYOG CITY

Addressing customers’ needs;

Generally positive response observed (mean score
3.9) for hotel owner meeting customer needs.
High guest satisfaction with responsiveness (mean
score 3.95).
Lower scores for handling special requests (mean
score 2.95) and anticipating customer needs (mean
score 2.2). Page 14
 CUSTOMER RELATIONSHIP MANAGEMENT
PRACTICES OF CALBAYOG CITY HOTELS

Summary of Findings HOTELS

Employees motivation to enhance customer

CALBAYOG CITY

relationships;
Neutral overall mean score (2.67) suggests room for
improvement.

Creating Self-Service Opportunities for Guests;

Neutral stance overall (mean score 2.68).

Page 15
 CUSTOMER RELATIONSHIP MANAGEMENT
PRACTICES OF CALBAYOG CITY HOTELS

Summary of Findings HOTELS

CALBAYOG CITY

Agreement on technology integration (mean score

3.45).
Disagreement on employee training for self-service
(mean score 2.25).

Collecting Customer Feedback for Improvement; and

Generally negative view towards management's
reception and utilization of feedback (mean score 2.48). Page 16
 CUSTOMER RELATIONSHIP MANAGEMENT
PRACTICES OF CALBAYOG CITY HOTELS

Summary of Findings HOTELS

Some recognition of the importance of positive

CALBAYOG CITY

feedback (statements 2, 6, and 7).

Respecting Customers’ Time and Schedules;

Neutral average sentiment overall (mean score 2.79).
Agreement on respecting customers' time (mean score
3.75).
Disagreement on punctuality (mean score 2.2) and
effective management of reservations (mean score 2.1). Page 17
 IMPACT OF CUSTOMER RELATIONSHIP
MANAGEMENT PRACTICES

In terms of:

CALBAYOG
CITY 3.2
3.1 No. of
HOTELS
Sales; customers
who check-
MANAGEMENT and in?

Page 18
 IMPACT OF CUSTOMER RELATIONSHIP
MANAGEMENT PRACTICES

Summary of Findings HOTELS

Sales; and
CALBAYOG CITY

Respondents generally disagree with statements

suggesting Customer Relationship Management
practices do not improve sales abilities.
There is disagreement regarding the
underutilization or failure of CRM practices to boost
sales performance.
Resistance to adopting CRM strategies is seen as
posing obstacles to achieving sales targets. Page 19
 IMPACT OF CUSTOMER RELATIONSHIP
MANAGEMENT PRACTICES

Summary of Findings HOTELS

No. of customers who check-in

CALBAYOG CITY

There is a mixed reception regarding the effect of

CRM practices on customer check-in rates.
Respondents agree that CRM practices can enhance
customer perception, potentially leading to higher
check-in rates.
There is skepticism regarding the adaptability of
CRM strategies and their integration into sales
processes. Page 20
 CHALLENGES ENCOUNTERED OF THE HOTEL
RESPONDENTS

CALBAYOG
CITY

HOTELS
MANAGEMENT

Page 21
 CHALLENGES ENCOUNTERED OF THE HOTEL
RESPONDENTS

Summary of Findings HOTELS

CALBAYOG CITY

Foremost challenge: Competition from other hotels

(100% of respondents)
Lack of technological skills (10% of respondents,
lowest impact)
Emphasis on competitive pressures and
communication within the hotel industry
Highlighting areas for improvement in Customer
Relationship Management Practices
Page 22
CONCLUSION

Page 23
 PROFILE OF THE RESPONDENTS

Conclusion HOTELS
CALBAYOG CITY

Majority of hotels in Calbayog City have been

operating for 5 years or more, with primarily small
to medium-sized enterprises. Capitalization was
implied to be varied due to the diverse landscape
and significant number of hotels falling within the 3-
star and 4-star classifications in ratings with
extensive facilities offered, indicating capability to
cater to diverse customer preferences and needs.
Page 24
 CUSTOMER RELATIONSHIP
MANAGEMENT PRACTICES OF
CALBAYOG CITY HOTELS
HOTELS

Conclusion CALBAYOG CITY

There are positive trends in some Customer

Relationship Management practices within
hotels in Calbayog City, however it reveals a
need for improvement and enhancement in
most areas.
Page 25
 IMPACT OF CUSTOMER RELATIONSHIP
MANAGEMENT PRACTICES
HOTELS

Conclusion CALBAYOG CITY

Customer Relationship Management practices

generally have positive impacts. However, the data
reveals that further analysis and refinement of CRM
strategies are needed, for resistance to adopting new
strategies may hinder Customer Relationship
Management benefits in terms of sales of number of
customers who check-in. Page 26
 CHALLENGES ENCOUNTERED OF THE HOTEL
RESPONDENTS
HOTELS
CALBAYOG CITY

Conclusion
The primary challenges faced by hotels in
Calbayog City revolve around competition,
communication issues, and understanding
customer needs.

Page 27
RECOMMENDATIONS

Page 28
RECOMMENDATIONS

1. Continuous Monitoring for Innovation

2. Empathy-Driven Training Programs
3. Motivational Incentives for Customer Centrism
4. Technological Advancements in Guest Services
5. Seamless Communication Channels
6. Tailored Experiences for Customer Satisfaction
7. Collaborative Destination Promotion
8. Sustainable Operations for Environmental Appea
9. Strategic Communication for Competitive Edge

Page 29
OUTPUT

Page 30
 OUTPUT
“ELEVATING GUEST EXPERIENCE THROUGH
CUSTOMER RELATIONSHIP MANAGEMENT
EXCELLENCE”

PROPOSED A TRAINING WORKSHOP IN

CUSTOMER RELATIONSHIP MANAGEMENT
PRACTICES OF HOTEL
INDUSTRY IN CALBAYOG CITY

PROJECT PLAN Consisting of

Objectives, Proposed Activities,
Strategies, Budget Allocation,
Personnel Involved, and
Expected Output. Page 31
 CALBAYOG CITY
NATIONAL
HIGHSCHOOL

THANK
YOU!
FOR YOUR ATTENTION.