Exploring guests’ perception of service quality in selected budget hotels in Tacloban city, Philippines
Customers’ thoughts, views, and sentiments in their contacts with the company shape their perception of the brand, which is why it is also essential to fostering customer loyalty and retention. The goal of this study was to determine how consumers in Tacloban City’s budget hotel rated the SERVQUAL characteristics of service quality. A 5-point Likert scale survey questionnaire was given to respondents from budget hotels as part of the convenience sample strategy utilized in this study. Spearman Rho correlation was used to assess the significance of the relationships between respondents’ socio-demographic characteristics and perceived service quality as well as between perceived service quality and visitors’ behavioral intentions in Tacloban City. According to the survey, reliability and empathy were crucial components of service excellence. Age is strongly and adversely correlated with reliability (r = -0.187), indicating that older guests are less likely to be satisfied with the hotels they stay at. Additionally, empathy is strongly and favorably related to hotel stays (r = 0.186), suggesting that clients consider empathy while selecting a hotel to stay at. However, despite the fact that the sex, age, length of stay, and purpose of the customers’ stays were not substantially correlated with the service quality dimension, these factors still need to be taken into consideration.