CHAPTERS 1-5 (Consumer Behavior - Research Paper)

New Era University
College of Business Administration

9 Central Avenue, New Era, Quezon City, 1107 Philippines
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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.
Quinto, Alysa Ida A.
3MKTG-2
Presented to
Prof. Mercedes R. Esmade
December 2023
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TABLE OF CONTENTS
COVER PAGE ………………………………………………………………………….……. I
TABLE OF CONTENTS ……………………………………………………...……………... II
EXECUTIVE SUMMARY………………………………………………………….………… IV
Chapter I - THE PROBLEM AND ITS BACKGROUND
Introduction …………………………………………………………………...….….…… 5
Statement of the Problem …………………………………………………….….……… 6
Significance of the Study ……………………………………….………………..……… 7
Scope and Limitation of Study …………………………………………..…….…….…. 8
Chapter II - REVIEW OF RELATED LITERATURE AND STUDIES
Literature …………………………………………………………………………….…... 9
Related Studies …………………………………….…..…………………….……….... 9
Relevance of Reviewed Literature and Studies to the Present Study ……..…….. 14
Conceptual Framework ………………………………….……………..………….….. 16
Research Paradigm ……………………………………..…………………………….. 17
Chapter III - METHODS OF RESEARCH
Research Methodology ………………………………………………………….…..... 18
Research Design ……………………………………………..………………….…..... 18
Data Gathering Procedure …………………………………..…………………..….... 18
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Preparation of the Instrument …………………………..…………………...……....... 19
Validation of the Instrument ………………………………..….…………….……....... 19
Chapter IV
PRESENTATION, ANALYSIS, AND ……….…………………………………….…… 20
INTERPRETATION OF DATA
Chapter V
SUMMARY, CONCLUSIONS, AND ……….…………………………….…..….….… 47
RECOMMENDATIONS
REFERENCES
APPENDICES
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EXECUTIVE SUMMARY
This study aims to analyze the impact of service quality at Costa Abril Resort from
the customer's perspective, focusing on the 7P's of the service marketing mix.
The demographic profile of respondents was diverse, with a majority aged 21-30,
and a higher percentage of females. Most respondents visited the resort for vacation
purposes and had a monthly income of 21,000-35,000 pesos. The survey responses
indicated a positive customer perception of the resort's service quality, with high
satisfaction levels across various aspects such as product offerings, pricing, resort
location, promotional strategies, staff interactions, service processes, and physical
evidence.
However, the study identified three areas for improvement: effectiveness of

communication channels, incorporation of customer feedback into service
improvements, and suitability for travel requirements. Recommendations include
enhancing communication methods, actively seeking and implementing guest feedback,
and customizing packages or services to cater to diverse travel requirements.
In conclusion, the research provides valuable insights into the factors influencing
customer perspective at Costa Abril Resort. The findings can potentially benefit the local
community by enhancing the area's reputation as a tourist destination and guide future
research endeavors in the fields of customer satisfaction, service quality, and the
hospitality industry.
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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 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
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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.
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?
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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 loyalty7, leading to increased customer
retention and positive word-of-mouth marketing.
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
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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
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.
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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.
Foreign Related 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 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
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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 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).
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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 distinct meaning. Here, it pertains to the
process of delivering services directly to the customers, as explained by Anh (2019).
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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 the quality of the service
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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
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the common areas, the front desk staff personality, the appearance of the cottages, and
etc.
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).
Local Related Studies
Local studies have delved into customer satisfaction within the Philippine hospitality
sector, emphasizing its pivotal role in influencing customer choices and fostering loyalty
(Mohamad et al., 2017; Hinlayagan, 2018; Olivar, 2022). These studies shed light on the
importance of positive customer experiences, aligning with the overarching goal of
Costa Abril Resort to enhance service quality.
Service Quality
Examining marketing strategies employed by local resorts, especially in terms of

promotions and customer engagement, can offer valuable insights (Matura et al., 2021).
Understanding how Philippine resorts navigate the 7Ps of the marketing mix—Product,
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Price, Place, Promotion, People, Process, and Physical Evidence—can contribute to a

nuanced understanding of the local landscape and provide practical implications for
Costa Abril Resort.
Local researchers may also have explored the impact of cultural elements on service
delivery in the Philippine resort industry, which could be crucial for tailoring services to
meet the specific expectations of the local clientele. Cultural sensitivity and
customization are often key factors in ensuring customer satisfaction in the hospitality
sector.
In conclusion, while the specific focus on service quality in local resorts may be limited,
extrapolating insights from related studies on customer satisfaction, marketing
strategies, and cultural considerations within the Philippine context can enrich the
understanding of how Costa Abril Resort can enhance its services to meet the unique
needs of its customers.
Relevance of Review Literature and Studies to the Present Study
Foreign
The extensive review of foreign 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.
Foreign researchers have emphasized the critical role of high-quality services in
various aspects, including market share enhancement, customer satisfaction, loyalty,
and competitive advantage (Alemneh & Gebremichael, 2018; Ali, 2015; Nneoma &
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Uwabor, 2021). They also highlighted the importance of service quality, where customer
perceptions play a significant role. 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 as well 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. Furthermore, the
incorporation of the 7Ps marketing mix model (Product, Price, Place, Promotion,
People, Process, and Physical Evidence) is consistent with the comprehensive
approach to service quality evaluation in this research. This model, supported by
scholars like Zawoo (2019), provides a framework to manage and assess customer
satisfaction, corresponding well with the researchers' investigation into the 7Ps for
evaluating Costa Abril Resort. Meticulously examining each element will ensure that
we're precisely addressing customer needs and expectations of the chosen resort.
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 Costa Abril Resort
needs. 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 foreign review of literature and studies provided us practical
knowledge in figuring 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.
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Local
The local review of literature and studies further strengthens the relevance of our
present study on "The Impact of Service Quality of Costa Abril Resort: Based on
Customer Perspective." By examining local sources, we gain specific insights into the
unique preferences and cultural nuances that influence customer perceptions in the
resort industry within our geographical context.
Local researchers, such as Garcia (2020) and Hernandez et al. (2019), have highlighted
the significance of tailoring services to meet the specific needs of the community and
ensuring cultural sensitivity. This aligns with our objective of not only understanding
international best practices but also integrating local considerations to enhance the
overall service quality at Costa Abril Resort.
Moreover, insights from local studies emphasize the importance of community

engagement, sustainable practices, and the impact of the resort on the local economy.
By incorporating these findings into our research, we aim to ensure that Costa Abril
Resort not only meets global standards but also contributes positively to the local
community.
In summary, the combination of foreign and local literature and studies equips us with a
comprehensive understanding of both global best practices and local intricacies,
providing a solid foundation for evaluating and improving the service quality at Costa
Abril Resort.
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Conceptual Framework
Figure 1.
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.
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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.
Research Paradigm
Figure 2.
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 qualitative 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.
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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 qualitative 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. The researchers chose this design with a purpose of finding a detailed
explanation and description about the object of the research systematically. Another
reason is that this method is more appropriate for the study’s objectives as it allows the
researchers to analyze facts and help them in developing an in-depth understanding on
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
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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
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.
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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
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
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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.
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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
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.
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To measure the satisfaction of Costa Abril Resort's customers, the 5 point Likert scale
were used. The scale 1 to 5 indicates that:
5 - Very Satisfied
4 - Satisfied
3 - Neither Satisfied nor Dissatisfied
2 - Dissatisfied
1 - Very dissatisfied
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
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noteworthy 42% claimed to be very satisfied. This suggests that a substantial portion of
customers holds a positive view of the resort's services.
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.
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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.
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.
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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.
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.
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Bar graph 3.2.
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
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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.
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.
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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.
4. Survey Response of the respondents according to Place.
Bar graph 4.1 .
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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.
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.
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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.
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
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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.
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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.
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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 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.
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Bar graph 5.4.
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.
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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.
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.
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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 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.
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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.
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.
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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.
Bar graph 7.1.
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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.
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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, 8%, maintained a neutral stance with a rating of 3. Then, none of the
participants expressed dissatisfaction with the efficiency and effectiveness of these
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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.
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8. Survey Response of the respondents according to Physical Evidence.
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.
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Bar graph 8.2.
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.
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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.
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.
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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.
Overall, the above survey data offers a comprehensive view of customer perspectives
on Costa Abril Resort, revealing positive sentiments across various dimensions. The
majority of respondents, predominantly aged 21-30 years old, mostly female. The
survey also reflects a younger demographic with a middle-income range of P21,000 to
P35,000 per month. Meanwhile, the primary purposes of visitation are vacation (30%)
and celebration (28%). This may underscore the resort's role in catering to recreational
and celebratory needs.
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Product Satisfaction
In terms of product satisfaction, the study reveals strong approval rates. Overall service
quality satisfaction stands at 80%, with 42% expressing very high satisfaction. Specific
services, amenities, and the alignment of services with promotional promises also
garner positive perceptions, each boasting satisfaction rates of 80-90%. The likelihood
to recommend the resort is notably high at 86%, indicating a strong potential for positive
word-of-mouth.
Price Satisfaction
The pricing strategy is also well-received, with 84% expressing satisfaction with the
value for money and fairness. Alternative resort choices also receive positive feedback
at 88% satisfaction, suggesting that the pricing strategy aligns with customer
expectations and competitive benchmarks.
Place Satisfaction
Factors related to the physical location of the resort contribute significantly to overall
satisfaction. High satisfaction rates in convenience of location (86%) and accessibility
(90%) underscore the positive impact of the resort's geographical positioning.
Additionally, the ambiance and surroundings receive positive feedback, with an 86%
satisfaction rate.
Promotion Satisfaction
The resort's promotional efforts are evidently effective, as indicated by satisfaction rates
of 88-92%. Services, promotional materials, and communication channels receive
positive feedback, emphasizing successful marketing strategies. Clarity and
transparency of promotional materials stand out with a 90% satisfaction rate.
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People Satisfaction
People-related factors, including staff interactions, contribute substantially to customer

satisfaction. Staff friendliness and helpfulness receive high satisfaction at 92%,
demonstrating positive customer-staff interactions. The resolution of guest concerns
also stands out with a 90% satisfaction rate, indicating effective problem-solving.
Process Satisfaction
Operational processes receive favorable feedback as well, with clarity of information,

billing and payment processes, service delivery speed and efficiency, reservation and
booking confirmation processes, and the incorporation of customer feedback each
receiving satisfaction rates of 90-92%. This reflects a well-structured and efficient
operational framework.
Physical Evidence Satisfaction
The physical aspects of the resort, including interior design, cleanliness, and visual
appeal, contribute positively to customer satisfaction. Notable satisfaction rates include
cleanliness and hygiene standards at 86%, and furnishings and decor in guest rooms at
90%.
Top Three Service Marketing Mix Factors
Based on the satisfaction levels expressed by Costa Abril Resort customers, the
top three factors are as follows:
1. People (Staff Interactions)
Staff friendliness and helpfulness received the highest satisfaction rate at 92%. The
resolution of guest concerns also garnered a high satisfaction rate of 90%.
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2. Process (Operational Processes)
Billing and payment processes, service delivery speed and efficiency, reservation and
booking confirmation processes, and the clarity of information each received satisfaction
rates of 90-92%.
3. Product (Amenities and Facilities)
Amenities and facilities stood out with a high satisfaction rate of 90%.
These factors highlight the significant impact of positive staff interactions, efficient
operational processes, and well-maintained amenities on the overall satisfaction of
Costa Abril Resort customers. While these three aspects received the highest
satisfaction ratings, it's important to note that other factors not mentioned here were
also well-received. The survey results across all elements of the 7 P's of service
marketing mix reveals a strong satisfaction level among customers of Costa Abril
Resort, with no reported dissatisfaction in any category.
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CHAPTER V
SUMMARY, CONCLUSION AND RECOMMENDATIONS
Summary
The survey conducted at Costa Abril Resort, the study aimed to analyze the impact of
service quality from the customer's perspective, specifically focusing on the 7P's of
service marketing mix. The study sought to answer three main questions:
1. Demographic Profile of the Respondents
The demographic analysis revealed that a majority of the respondents were aged
21-30, with a higher percentage of females. Most respondents had a monthly
income of 21,000-35,000 pesos and visited the resort for vacation purposes.
The survey responses indicated a positive customer perception of the resort's

service quality and various aspects such as product offerings, pricing, resort
location, promotional strategies, staff interactions, service processes, and
physical evidence. These findings suggest that the majority of customers are
satisfied or very satisfied with the services provided by Costa Abril Resort.
2. Factors among 7 P's for considering Costa Abril Resort as a place for
pleasure
In the "Product" category, a significant portion of respondents expressed

satisfaction with the resort's amenities, facilities, and overall service quality. In
terms of "Price," a majority of respondents were satisfied with the value for
money and promotional discounts offered by the resort. Regarding "Place," most
respondents were satisfied with the resort's location, accessibility, and the
information provided about local attractions. In "Promotion," the promotional
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materials, communication channels, and consistency of messaging were

positively perceived by the majority of respondents. In the "People" category,
respondents expressed high satisfaction with the friendliness and helpfulness of
the resort staff, level of customer service, staff responsiveness, and the staff's
interpersonal skills. In the "Process" category, respondents were satisfied with
the clarity of information, billing and payment processes, service delivery,
reservation and booking processes, and the incorporation of customer feedback
into service improvements. Lastly, in the "Physical Evidence" category,
respondents were highly satisfied with the resort's interior design, cleanliness
and hygiene standards, visual aesthetics, and furnishings and decor in guest
rooms.
3. Perceived pricing strategy and its impact on customer satisfaction and

overall service quality
The survey assessed how the perceived pricing strategy of Costa Abril Resort
affected customer satisfaction and their perception of the overall service quality.
Recommendations
Based on the survey responses, the three lowest-rated aspects were the effectiveness
of communication channels, the incorporation of customer feedback into service
improvements, and the suitability for travel requirements.
For the effectiveness of communication channels, it is recommended that Costa Abril

Resort invests in enhancing its communication methods, ensuring that information is
clear, easily accessible, and effectively disseminated to guests. This may involve
utilizing multiple communication platforms and ensuring that staff are well-trained in
effective communication practices.
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Regarding the incorporation of customer feedback into service improvements, the resort
should prioritize actively seeking and implementing guest feedback to enhance the
overall guest experience. This could involve establishing a structured feedback
collection process and demonstrating to guests how their feedback has been utilized to
make tangible improvements.
For the suitability for travel requirements, the resort should conduct a thorough review of
its offerings and services to ensure they align with the diverse needs of its guests. This
may involve customizing packages or services to cater to different travel requirements
and preferences, thereby enhancing the overall satisfaction of guests.
By addressing these areas, Costa Abril Resort can further improve its service quality
and enhance the overall guest experience.
Conclusion
This qualitative study "The Impact of Service Quality of Costa Abril Resort: Based
on Customer Perspective" was focused on evaluating the impact of service quality at
Costa Abril Resort from the customer's perspective. The research was specifically
centered on the 7P's of the service marketing mix (Product, Price, Place, Promotion,
People, Process, and Physical Evidence) and their influence on customer satisfaction
and overall experience at the resort. Additionally, the research investigated the
perspective of customers regarding the quality of services offered at Costa Abril Resort.
Based on the results of the conducted survey, the top three service marketing mix
factors that customers mostly consider on considering Costa Abril Resort as their place
of pleasure are People, Process, and Product. According to survey participants, the
friendliness and helpfulness of staff (People) led to an impressive 92% satisfaction rate,
and the resolution of guest concerns attained a commendable 90% satisfaction.
Operational processes, encompassing billing, service delivery speed, reservation
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procedures, and information clarity, received satisfaction rates ranging from 90% to
92%. Then, amenities and facilities (Product) secured a noteworthy 90% satisfaction
rate. Aside from these three factors, it is also worth noting that the satisfaction levels
were also extended across the other four factors that are not placed in the top three.
Therefore, Price, Place, Promotion, and Physical Evidence was also well-received,
making it all seven factors received positive perceptions among the Costa Abril Resort's
customers with no reported dissatisfaction in any category.
Meanwhile, the perceived pricing strategy of Costa Abril Resort significantly

influences customer satisfaction and overall service quality, as indicated by the survey
results. An impressive 84% of respondents express satisfaction with the value for
money and fairness of the pricing strategy. Additionally, alternative resort choices
receive positive feedback at an 88% satisfaction rate. This suggests that Costa Abril
Resort's pricing strategy not only meets customer expectations but also aligns well with
competitive benchmarks, contributing positively to guest satisfaction and the overall
quality of service.
Overall, the findings from the study can potentially benefit the Costa Abril Resort
as well as the local community around there by enhancing the area's reputation as a
tourist destination and can also guide future research endeavors in the fields of
customer satisfaction, service quality, and the hospitality industry.
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REFERENCES
Chiu, D. et al. (2019). Level of Guest Satisfaction in Costa Abril Resort in Montalban
Rizal. PDFCOFFEE.
Gebrasilassie, E. (2017). The Effect of Marketing Mix (7Ps) Elements on Customer

Satisfaction (The Case of Star Hotels and Resorts in Hawassa City). Hawassa
University Institutional Repository. http://etd.hu.edu.et//handle/123456789/2598
Kalgi, D. et al. (2023). A Study on the Role of 7ps of Service Marketing in the Hospitality
and Tourism Industry. Fern International Publication Pune. Vol. 1.
978-81-959050-0-3
Maleewat, N. The Influencing Effect of the Service Marketing Mix (7ps) and Customer
Satisfaction on Brand Trust: Hotel Industry in Thailand. RMUTT Global Business
Accounting and Finance Review (GBAFR). Volume 7 Issue 1
Mmutle, Tsietsi & Shonhe, Last. (2017). Customers' perception of Service Quality and
its impact on reputation in the Hospitality Industry. African Journal of Hospitality,
Tourism and Leisure 2223-814X. 6.
Nneoma, E. O., & Uwabor, O. L. (2021). Service Quality and Customer Satisfaction in
Resort Hotels in Nigeria. Saudi J Bus Manag Stud, 6(11): 415-426.
Olivar, K. et al. (2022). Make it Mati: The Marketing Mix Strategies and Customer
Satisfaction of Resorts Amidst Covid-19 Pandemic. Archives of Business
Research. Vol. 10, No. 7.DOI:10.14738/abr.107.12534.
Park, S. H. et al. (2019). Perceived Quality and Value in Resort Hotel Customers:
Examining The Length of Stay As A Moderator. INTERNATIONAL JOURNAL OF
TOURISM SCIENCES. VOL. 19, NO. 2, 65–79.
https://doi.org/10.1080/15980634.2019.1621515.
Wang, Y. (2022). Research on the Influence of Service Quality of Hotel Intelligent

System on Customer Satisfaction Based on Artificial Intelligence Evaluation.
Mathematical Problems in Engineering.
Zawoo, T. (2019). The Effect of Marketing Mix, Customer Satisfaction and Revisit
Intention of Emerald Ruby Garden Lodge (ERGL). Meral.edu.mm.
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APPENDICES
Survey Questionnaire
PART 1.) Demographic Profile of The Respondents
Age Group:
11 - 20 years old
21 - 30 years old
31 - 40 years old
41 - 50 years old
Gender:
Female
Male
Monthly Income:
5,000 - 20,000 pesos monthly

51,000 - above
Not Applicable
Purpose of Visit:
Business
Vacation
Celebrations
Friend Getaways
Family Getaways
Other:_________
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PART 2.) Questions
PRODUCT
1. How satisfied are you with the overall quality of services provided by Costa Abril
Resort?
Very satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Very dissatisfied
2. Please rate the variety and range of services offered by Costa Abril Resort.
Very satisfied
Satisfied
Dissatisfied
Very dissatisfied
3. How well do the amenities and facilities at Costa Abril Resort meet your
expectations?
Very satisfied
Satisfied
Dissatisfied
Very dissatisfied
4. To what extent do you think the services at Costa Abril Resort align with the
promises made in promotional materials?
Very satisfied
Satisfied
Dissatisfied
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Very dissatisfied
5. How likely are you to recommend Costa Abril Resort based on the quality of its
services?
Very satisfied
Satisfied
Dissatisfied
Very dissatisfied
PRICE
1. How satisfied are you with the value for money you receive for the services
offered by Costa Abril Resort?
Very satisfied
Satisfied
Dissatisfied
Very dissatisfied
2. Do you believe that the pricing of services at Costa Abril Resort is fair in
comparison to other similar resorts in the region?
Very satisfied
Satisfied
Dissatisfied
Very dissatisfied
3. How likely are you to consider alternative resorts based on pricing factors?
Very satisfied
Satisfied
Dissatisfied
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Very dissatisfied
4. To what extent do you think the pricing strategy of Costa Abril Resort influences
your perception of service quality?
Very satisfied
Satisfied
Dissatisfied
Very dissatisfied
5. Please rate your satisfaction with any promotional discounts or packages offered
by Costa Abril Resort.
Very satisfied
Satisfied
Dissatisfied
Very dissatisfied
PLACE
1. How convenient is the location of Costa Abril Resort for your travel needs?
Very satisfied
Satisfied
Dissatisfied
Very dissatisfied
2. Please rate the accessibility of Costa Abril Resort in terms of transportation and
parking facilities.
Very satisfied
Satisfied
Dissatisfied
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Very dissatisfied
3. How satisfied are you with the overall ambiance and surroundings of Costa Abril
Resort?
Very satisfied
Satisfied
Dissatisfied
Very dissatisfied
4. To what extent does the resort's location contribute to your decision to choose or
avoid it?
Very satisfied
Satisfied
Dissatisfied
Very dissatisfied
5. How satisfied are you with the availability of information about local attractions
and activities near Costa Abril Resort?
Very satisfied
Satisfied
Dissatisfied
Very dissatisfied
PROMOTION
1. How well-informed do you feel about the services and promotions offered by
Costa Abril Resort?
Very satisfied
Satisfied
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Dissatisfied
Very dissatisfied
2. To what extent do promotional materials influence your decision to choose Costa
Abril Resort?
Very satisfied
Satisfied
Dissatisfied
Very dissatisfied
3. How satisfied are you with the clarity and transparency of information provided in
promotional materials?
Very satisfied
Satisfied
Dissatisfied
Very dissatisfied
4. Please rate your satisfaction with the consistency of promotional messaging
across various platforms and channels.
Very satisfied
Satisfied
Dissatisfied
Very dissatisfied
5. How effective do you find the communication channels used by Costa Abril
Resort to promote its services (e.g., website, social media, email newsletters)?
Very satisfied
Satisfied
62
New Era University
[email protected]
Dissatisfied
Very dissatisfied
PEOPLE
1. Rate the friendliness and helpfulness of the staff at Costa Abril Resort.
Very satisfied
Satisfied
Dissatisfied
Very dissatisfied
2. How satisfied are you with the level of customer service provided by the resort's
staff?
Very satisfied
Satisfied
Dissatisfied
Very dissatisfied
3. To what extent do you feel that the staff at Costa Abril Resort goes above and
beyond to meet your needs and preferences?
Very satisfied
Satisfied
Dissatisfied
Very dissatisfied
4. How satisfied are you with the responsiveness of the staff to address and
resolve any issues or concerns during your stay?
Very satisfied
Satisfied
63
New Era University
[email protected]
Dissatisfied
Very dissatisfied
5. How likely are you to attribute your overall satisfaction with Costa Abril Resort to
the interpersonal skills of the staff?
Very satisfied
Satisfied
Dissatisfied
Very dissatisfied
PROCESS
1. Do you find the information provided about the resort's services and processes
clear and easy to understand?
Very satisfied
Satisfied
Dissatisfied
Very dissatisfied
2. How would you rate the efficiency of the billing and payment processes at Costa
Abril Resort?
Very satisfied
Satisfied
Dissatisfied
Very dissatisfied
3. How would you rate the speed and efficiency of the service delivery process
from the moment of your arrival to your departure at Costa Abril Resort?
Very satisfied
64
New Era University
[email protected]
Satisfied
Dissatisfied
Very dissatisfied
4. How would you rate the efficiency and effectiveness of the reservation and
booking confirmation processes at Costa Abril Resort?
Very satisfied
Satisfied
Dissatisfied
Very dissatisfied
5. To what extent do you feel that Costa Abril Resort values and incorporates
customer feedback into its service improvement processes?
Very satisfied
Satisfied
Dissatisfied
Very dissatisfied
PHYSICAL EVIDENCE
1. How well does the interior design of Costa Abril Resort contribute to a
comfortable and enjoyable atmosphere?
Very satisfied
Satisfied
Dissatisfied
Very dissatisfied
2. How satisfied are you with the overall cleanliness and hygiene standards
maintained within the guest rooms and public spaces?
65
New Era University
[email protected]
Very satisfied
Satisfied
Dissatisfied
Very dissatisfied
3. How likely are you to share pictures of the physical elements of Costa Abril
Resort on social media based on their visual appeal?
Very satisfied
Satisfied
Dissatisfied
Very dissatisfied
4. How likely are you to consider the visual aesthetics of Costa Abril Resort as a
decisive factor in recommending it to friends or family?
Very satisfied
Satisfied
Dissatisfied
Very dissatisfied
5. To what extent do the furnishings and decor in the guest rooms enhance your
overall satisfaction with the accommodation?
Very satisfied
Satisfied
Dissatisfied
Very dissatisfied
66

CHAPTERS 1-5 (Consumer Behavior - Research Paper)

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New Era University

College of Business Administration

THE IMPACT OF SERVICE QUALITY OF COSTA

In Partial Fulfillment of the Requirements of the Course

COVER PAGE ………………………………………………………………………….……. I

TABLE OF CONTENTS ……………………………………………………...……………... II

Chapter I - THE PROBLEM AND ITS BACKGROUND

Statement of the Problem …………………………………………………….….……… 6

Significance of the Study ……………………………………….………………..……… 7

Scope and Limitation of Study …………………………………………..…….…….…. 8

Chapter II - REVIEW OF RELATED LITERATURE AND STUDIES

Related Studies …………………………………….…..…………………….……….... 9

Relevance of Reviewed Literature and Studies to the Present Study ……..…….. 14

Conceptual Framework ………………………………….……………..………….….. 16

Research Paradigm ……………………………………..…………………………….. 17

Chapter III - METHODS OF RESEARCH

Research Methodology ………………………………………………………….…..... 18

Research Design ……………………………………………..………………….…..... 18

Data Gathering Procedure …………………………………..…………………..….... 18

Preparation of the Instrument …………………………..…………………...……....... 19

Validation of the Instrument ………………………………..….…………….……....... 19

PRESENTATION, ANALYSIS, AND ……….…………………………………….…… 20

SUMMARY, CONCLUSIONS, AND ……….…………………………….…..….….… 47

However, the study identified three areas for improvement: effectiveness of

Background of the Study

Customers are mirrors of business, their satisfaction creates success and

Statement of the Problem

This study sought to answer the following;

Significance of the Study

Costa Abril Resort Management. By comprehending the specific aspects of service

economic growth, creating employment opportunities, and promoting sustainable

Future Researchers. Researchers interested in the fields of customer satisfaction,

Scope and Limitations of the Study

REVIEW OF RELATED LITERATURE STUDIES

This chapter presents different conclusions, significance, and findings made by

Foreign Related Studies

Previous Researchers have emphasized the significance of high-quality services

Service Quality, according to Yu Wang (2022), is the quality of the customer’s

Aside from these, delivering exceptional services to resort customers contributes

Beyond service quality, the success or failure of a business hinges on its

7P's of Service Marketing Mix

This element focuses on the geographical location in that the company is

provider. Creating a supportive environment for customers by collaborating with staff

Customer satisfaction is vital for the success of resorts as it influences

Local Related Studies

Examining marketing strategies employed by local resorts, especially in terms of

Price, Place, Promotion, People, Process, and Physical Evidence—can contribute to a

Relevance of Review Literature and Studies to the Present Study

Moreover, insights from local studies emphasize the importance of community

The depicted diagram illustrates the Input-Process-Output (IPO) framework for

Data Gathering Procedure

Preparation of the Instrument

Validation of the Instrument

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

Figure 1.2 presents the gender of the respondents, indicating that 30

According to their Monthly Income

According to their Purpose of Visit

3 - Neither Satisfied nor Dissatisfied

2. Survey Response of the respondents according to Product.