ABSTRACT
This study aimed to assess the relationship between service quality and guest satisfaction at GQ Plaza Hotel in Kalibo, Aklan. It utilized the SERVQUAL model, focusing on five key dimensions: reliability, assurance, tangibles, empathy, and responsiveness. The research employed a descriptive-correlational method with 100 hotel guests selected through quota sampling. Data were gathered using a validated and reliable researcher-made questionnaire and analyzed through descriptive statistics such as mean and standard deviation and inferential statistics, including the Mann-Whitney U Test, Spearman’s Rank-Order Correlation, and Kruskal-Wallis H Test. Findings revealed that the extent of service quality practiced by GQ Plaza Hotel was perceived by guests as “Very Highly Extensive” across all five dimensions. Similarly, the level of guest satisfaction was rated as “Extremely Satisfied,” particularly in the areas of assurance and reliability. In terms of reliability, guests expressed satisfaction with the accuracy, timeliness, and consistency of services. The assurance dimension received the highest satisfaction score, which reflected the confidence and trust guests placed in the hotel staff. Statistical analyses indicated a significant relationship between the extent of service quality and the level of guest satisfaction. Differences in perception were also found across demographic variables such as age, sex, nationality, and length of stay. Based on the results, a Service Quality Sustainability Plan was proposed to further improve the hotel’s operations and maintain high standards of service. The study emphasizes the importance of maintaining consistent service quality to foster guest satisfaction, loyalty, and business sustainability in the competitive hospitality industry.
Keywords: service quality, customer satisfaction, GQ Plaza Hotel, SERVQUAL
INTRODUCTION
The hospitality industry plays a pivotal role in driving economic growth, particularly in tourist destinations and urban centers. Hotels, as a central component of this industry, are tasked with delivering high-quality service to ensure customer satisfaction and foster loyalty. Service quality—which encompasses factors such as reliability, responsiveness, assurance, empathy, and tangible aspects of the hotel experience—directly influences respondents' perceptions and overall satisfaction (Parasuraman, Zeithaml, & Berry, 1988). In today’s competitive market, hotels are under increasing pressure to meet and exceed customer expectations to maintain a strong reputation and sustain their business performance (Prasad, 2020).
GQ Plaza Hotel, a prominent establishment in the hospitality sector, has been recognized for its commitment to providing quality accommodations and services to its respondents. It operates in a local setting where tourism is a critical economic driver. The hotel's location makes it a preferred choice for business travelers, tourists, and event organizers. Given the increasing number of accommodations available in the area, competition among hotels has intensified, requiring establishments like GQ Plaza Hotel to consistently deliver high-quality services to stand out and attract repeat customers. Addressing service quality issues is essential for maintaining a competitive edge and fostering customer loyalty.
Related studies have shown the critical role of service quality in ensuring customer satisfaction. Parasuraman, Zeithaml, and Berry (1988) introduced the SERVQUAL model, which identifies five key dimensions of service quality: tangibles, reliability, responsiveness, assurance, and empathy. More recent research by Bujisic, Bilgihan, and Smith (2019) emphasized that service quality and respondent satisfaction are interconnected, with cleanliness, staff responsiveness, and seamless service playing critical roles in achieving customer loyalty in hotels. Research by Ali, Amin, and Cobanoglu (2016) also highlighted that factors such as staff behavior, cleanliness, and responsiveness significantly influence respondent satisfaction in hotels.
The rising customer expectations and dynamic market demands led to the conduct of the study to assess whether the hotel is meeting the standards required to achieve respondent satisfaction. While numerous studies have analyzed service quality and its impact on customer satisfaction, much of this research has focused on large, international hotel chains. There is limited research addressing medium-sized hotels operating in local environments, such as GQ Plaza Hotel, where resources and operational challenges differ significantly. The need to understand how service quality can be improved in such establishments, particularly in the context of a local, competitive environment, remains to have a significant gap in the literature. This study sought to address this gap by examining GQ Plaza Hotel's service quality and identifying specific areas for improvement to better meet customer expectations.
Common problems observed at GQ Plaza Hotel include delays in respondent requests, inconsistent customer service, and maintenance issues such as malfunctioning room amenities. These challenges have led to occasional complaints about responsiveness, cleanliness, and overall respondent experience, which have raised concerns about the hotel’s ability to consistently meet customer expectations.
The recurring feedback from respondents regarding long wait times during check-in and check-out, slow response to maintenance requests, and inconsistent room cleanliness. These issues, coupled with increasing competition in the hospitality industry, emphasized the need to assess and improve the hotel’s service quality. By identifying service gaps, the study aimed to provide actionable insights that can enhance customer satisfaction and operational performance at GQ Plaza Hotel.
The researcher believed that the study was important to provide a focused assessment of service quality issues in a local hotel environment, helping to identify actionable strategies for improvement. By improving service quality, GQ Plaza Hotel can enhance customer satisfaction, strengthen its reputation, and contribute to the local economy by attracting more respondents. Furthermore, this research underscores the role of mid-sized hotels in supporting local tourism and hospitality sectors, which are vital to economic development.
Lastly, the findings of this study were viewed to contribute to the growing body of literature on service quality and respondent satisfaction while offering practical recommendations for GQ Plaza Hotel and other establishments in the industry. As respondent satisfaction becomes an increasingly important measure of success, this research underscores the importance of delivering exceptional service to thrive in a highly competitive hospitality landscape.
see PDF attachment for more information