Chapter I

THE PROBLEM &ITS BACKGROUND

Introduction

Business is one of the basic foundations for the progress of every country. It is

established mainly for profit and also renders service and satisfaction to the

costumers.

Business is mainly about buying and selling of goods and services. Without

business, people in countries around the world will not able to survive. First, business

provides employment in the society. People are able to open business such as shops,

clinics, and restaurants or even resorts. These places need people to work for them

because of these, everybody will have a job. Secondly, a country’s will never earn

money and their people will be poor.

One of the most common business that is usually established in the

Philippines are Bayview Resorts.

A Bayview Resort is a full service holiday loading facilities, located at the sea

side with access to provide beach, being the primary focus for tourists. A Bayview

Resort offers a wide range of services and amenities and typically includes

entertainment and recreational activities that provides for most of vacationers needs.

Philippines is one of the countries with the best beaches internationally due to the

renowned archipelago that consist thousands of islands particularly in Visayas.

Quezon Province is now arriving as one of the homes of Bayview Resort owners.

1
The town of Atimonan, Quezon is very blessed to have various numbers of

accessible spots like falls and sea that eventually attract tourists. In fact, Atimonan is

facing the Pacific Ocean. It gives access to a wide range of seashore Cast Ocean. As

the result, the opportunity of building beach resorts that are in demand especially

during summer and family gatherings, rises. Beach resorts are a great help to the local

government of Atimonan in boosting the local economy.

There are resorts are located in Atimonan namely: De Gracia Beach Main, De

Gracia Extension, Rizza Beach Resort, Villa Felisa, Acedre Beach Resort, and Playa

de Lucia ranging from these with amenities such as pavilion and videoke bars,

floating huts and cottages. Bayview Resort in Atimonan offers services and facilities

such as function halls that are compatible for any occasions like birthdays, weeding,

reunion, seminar, and the likes. Playa de Lucia is one of the Bayview Resort that not

just offer beaches with fascinating view but also swimming pools that are suited for

adults and even for kids. Function halls and hotel rooms that are modernized when it

comes in structural designs can be found too. Variation of cottages and amenities

fitted for kids and adults are the reasons why Playa de Lucia tops the most visited

resort in Atimonan.

One of the most essential things to be considered in aBayview Resort business is

implementing a marketing strategy.

This research primarily focused on the customer satisfaction in Playa de Lucia

Bayview Resort in terms of its services, food, accommodation and promotion.

2
Statement of the Problem

The study aims to find out and determined the customer’s satisfaction in the

marketing strategy of Playa de Lucia beach resort.

Specifically, it sought to answer the following questions:

1. What is the demographic profile of the respondents in terms of:

1.1 Gender

1.2 Age

1.3 Economic Status

1.4 Educational Status

1.5 Civil Status

2. How do the customers rate the business with regards to:

2.1 Services

2.2 Food

2.3 Accommodation; & Amenities

3. What are the marketing strategies being used by the beach resort in terms of:

3.1 Promotion

3
Significance of the Study

Different marketing practices are evolving nowadays in many businesses. The

researcher are aware of what would they contribute to make the business successful,

attain in objectives and continue its existence.

The study provided the ideas about the customer satisfaction in the marketing

strategies of the Playa de Lucia which can be useful for people, who undertake

business and also for the students who takes business courses at the same, to be their

reference. The result of this study may benefit the following:

Customers- this research can help the customers to know the quality of the beach

resort they will choose and what possible services they can offer, this will also

help them to know the background of the places they want to visit.

Entrepreneur- this research will help the owner to gain more knowledge and

information that can be applied to their business. This will also help the owner

to solve business related problem happening in their beach resort. By this

research they can improve their business and be better that the other

competitors.

Employees- this study is a big help to the workers/employees to have enough

knowledge about what are they going to do in case that their business will face

such problems like decreasing the number of customers.

Future Researchers- this study will help them to gain more knowledge related to their

research this will serve as their source so that they can easily make a better

research that can be used on the next research study.

4
Scope and Delimitation

The main concern of this study was to find out the customer satisfaction in the

marketing strategy of Playa de Lucia in Brgy. BalubadAtimonan, Quezon. It dealt

with the customer’s demographic profile which consisted of the gender, age, civil

status.

It also covered how the customers rated the marketing strategies of the

business which consisted of the Accommodation, Amenities, and Guest Satisfaction.

Fifty (50) customers of Playa de Lucia during the day the researchers conducted the

survey were the respondents of the study. They are chosen randomly. The instrument

utilized by the researcher to gather information was the survey questionnaire to

determine the guest’s level of satisfaction with regards to the Playa de Lucia’s in

terms of service, accommodation and amenities.

The time frame of the conduct of the study is from June 2018 to March 2019

respectively.

Theoretical Framework

The hotel brand, too, has been seen as an implied promise of what quality of

service guests can expect (Xu and Chan, 2010). Brands are seen as a way for hotel

organizations to differentiate and distinguish themselves in their customers' minds, as

the brand serves as a symbol for the hotel chain, its products and services (Mohsin et

al., 2011;So and King, 2010;Xu and Chan, 2010). When O'Neill (2004) wrote about

5
luxury hotel brand values and how they were changing, he could find no clear

definition of what a luxury hotel was.

Conceptual Framework

Figure1.1 Research Paradigm of the Level of Services, Accommodation,

Amenities and Guest Satisfaction in Playa de Lucia Bayview Resort

Figure1.1 represents the conceptual framework of the study. The researchers

first study the reliable information about the significance of Bayview Resort to the

owners, tourist, and residence of Atimonan, Quezon. The researchers used survey

questionnaires and interview questions as well as data gathering using different kinds

of periodical and internet to attain the desired output.

6
Definition of Terms

The following research terminologies will help readers to further understand

the study.

Accumulating- increasing gradually in amount as time passes it includes price.

Amenities-customer’s satisfaction which involves pleasantness of a place or a person.

Archipelago- sometimes called an island group with attractiveness of the place which

belongs to a chain.

Establish- to put make up one body for the purpose of something establishment that

will last for a long time.

Livelihood- a way of earning money in order to live in one particular place.

Pavilion- temporary building that same as convention that use a public event like

meeting or conference.

Perceptive- an ability of a person to think and understand.

Vast- talks about the wide or range of one place.

Vicinity- the nearer places in a particular place.

7
Chapter II

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents the review of related literature perused to gather insights

for the study. This also includes the studies considered to strengthen the concepts.

Moreover, the chapter provides the conceptual framework that lead to formulation of

hypothesis.

Foreign Literature

As stated by Kotler (2011), to be successful, the company must do a better job

than the competitors satisfying target consumers. Thus, marketing strategies must be

geared to the needs of the consumers and to the strategies of the competitors.

Considering the size and industry position, the company must decide how it will

position itself related to competitors to gain the strongest possible competitive

advantage.

Service quality has stood an importance for the hospitality industry. It has

been identified as one of the most effective means of building a competitive position

and improving organizational performance. Service quality is a focused evaluation

that reflects the costumer’s perception of specific dimensions of service, reliability,

responsiveness, assurance, empathy, tangibles, satisfaction on the other hand, is more

inclusive: it is influenced by perceptions of service quality, product quality, and price

as well as situational factors and personal factors. Service quality affects customer

8
satisfaction by providing performance for example if we if we take an example of Mc

Restaurants, then the consumers will get food service here, high quality everywhere

the same they like to be in Mc restaurants, It happens because of the high quality

services. Customer’s today apprehend a very high general level of service in

hospitality, Tourism, and leisure. The accomplishment of competitors in these fields

will thus be actuated by strategies concentrating on quality of services to add value,

as argued to product or price differentiation. Service quality Management in

hospitality tourism and leisure focuses approaches and strategies that will augment

the distribution of services, and supplies fair and understandable annotation of

theoretical ideas and their practical operations. (Kandampully, Mok& Sparks 2001.)

Priceis the value of product or service expressed in money. Furthermore

Kotler defines price as the amount of money changed for a products or service, or the

sum of the value that consumers exchange for the benefits of having or using the

derived product. Price is the only element in marketing mix that produces revenue, all

other elements represent cost.

Place products or services move from the producer to consumer either directly

or indirectly, a distributors sells the goods to the final user. Most procedures use

intermediaries to bring their products to market.

Promotion the two most widely method is advertising and personnel selling

advertising uses the media, newspaper, magazine, television, billboard, mail and

yellow pages. Personal selling is done on a person-to-person basis with a customer.

Advertising has several objectives. Among other things, the more important ones are

9
the increase sales, to introduce a new product to sustain an established business.

There is no magic formula to successful advertising.

ServicesJean Samuelson (2010), had research on these sources and pointed

out that they are “multiplicatively” related. That means that if there’s dissatisfaction

in one, then there will be customer dissatisfaction in all. This seems to be the rule

among American customers. However, our experiences in the Philippines say that this

not really not necessarily true among Filipino customers. The relationship is mostly

addictive.

According to Kincaid (2008), defines a customer as a person (or a group of

persons) who influences or decides on the acquisition of any product or service, or

who uses one of these products, or services. Further, service is often highly complex

and a summation of interaction, exchange and performance between service

employees and customers. As a result, much human interaction in the tourism service

rather than any other industry is experienced.

Based on Bateson (2012), out of the nature of tourism services, heterogeneity

and inseparability are some of the characteristic that influence the service quality.

Thus, ensuring good service delivery and customer satisfaction is certainly a

challenging and complex practice.

Godson (2009), concluded that having a loyal customer makes the work much

easier: A loyal customer knows the business; he knows the strengths and weakness

and appreciates them. He comes first and only buys from competitors when the

customer is not given the right product and services. If they are considering switching

10
over often because of the price they will tell us given an opportunity to adjust the

price or offer as required instead of just informing that are leaving.

According to sigh A.k (2008), tourism is meant for recreational, leisure, and

business purposes. Tourism comprises the activities of person traveling to and staying

in places outside their usual environment for not more than one consecutive year for

leisure, business and other purposes.

According to Cooper and Gilbert (2011), the tourism consumer decision

process as a system is made up of four basic elements:

Energizers of demand: These are the forces of motivation that lead a tourist to

decide to visit an attraction or go on a holiday.

Effectors of demand: The consumer develops ideas of a destination, product

or organization by a process of learning, attitudes, and associations from promotional

messages and information. This affects the consumer image and knowledge of a

tourism product, thus serving to heighten or dampen the various energizers that lead

to consumer action.

Roles and decision making process: The important role is that the family

members who are normally involved in the different stages of the purchase process

and the final resolution of decision about when, where, and how the group consumes

the product.

Determinants of demand: In addition, the consumer decision making process

for tourism is underpinned by the determinants of demand. Even though motivation

may exist or demand is filtered, constrained, or channelled due to economics

11
(e.gdiscretionary income, sociological reference groups and cultural values or

psychological factors perception of risk, personality, and attitudes).

Local Literature

According to Virola (2013), beach resorts are a core tourist attraction,

although there is an uneven spread of visitors and Tagaytay on the Island of Luzon,

Cebu Province, and Boracay are the preferred destinations after the capital of Metro

Manila. Based on the National Statistics Office and Department of Tourism

Philippines (2005), most visitors are from the USA, Japan and South Korea, which

together accounted for about 55% of the total in 2005. China is the fastest growing

market and the substantial amounts of vacationing expatriate Filipinos and domestic.

Stated by Euro monitor (2016) and Mintel, (2017), the statistics hint at

barriers to inbound tourism and perhaps the most formidable are linked to political

and economic instability.

Declared by the Department of Tourism (2008), visitors are promised a host

of leisure pursuits such as boating, wind-surfing, diving and golfing in addition to

trekking, mountain-biking and caving in the hills to the north and south and constants

“party hopping”. The island has good sea ferry connections, but no airs tip and access

by air is via Panay or the Provincial capital of Kalibo. The international tourism

industry dates from the 1970’s when independent overseas travellers began to arrive

in significant numbers.

12
According to Tingchuy (2009), their study explains that the reason for guests

to visit a place is the special climate condition of the place followed by topographic

advantages, natural scenic attractions, accessibility and affordability. The strict

implementation of policies can also be the reason why tourist visits the place.

Reicheld (2010), said that real success means earning the long term loyalty of

each group also, he said that the path toward defections can be done by adopting the

approaches build on the following elements: 1, building a superior customer value

proposition;2, finding the right customer; 3, earning customers loyalty; 4, finding the

right employees; 5, earning employees loyalty; 6, gaining cost advantages through

superior productivity; 7, finding the right investors; 8, earning investors loyalty.

According to Del Rosario in an Article by PDI (2013), maintain contact with

consumers need” the most difficult trap that company can fall into is failed to main

consistent, continuous contact with the needs of its customers. He further said that

focusing and investing on building knowledge about customer would drive business

forward and give edge over competitor. Some business seem to lack the focus, and

the strategic direction, to steer their marketing sales services to their customer base

and even dwell on concentrating on creating sophisticated products but forget about

the right way to approach its end users.

Stated by Tapia (2016), customer service excellence should be given

emphasis. If fail up occur and they will from time to time despite our efforts to

present them, we must acknowledge them, provide personal guidance, make the

necessary correction, and offer our apology. That way we leave our customers more

flattered than disappointed. The point is that customers are spoiled, and only those

13
companies that can cater to their every whim can expect to prosper and remain in

business.

Foreign Studies

According to Bill Lewis (2014), general manager for the Magnolia Hotel and

Spa in Victoria, “guest seek out boutique hotels for their small size, individual design

style, and personalized service.” He feels that “maintaining this service level in a

small hotel allows for a very personalized and intimate experience that cannot be

matched in large branded hotels” (personal communication, 2014).

Based on Brey(2009), a resort is a full-service hotel that provides access to or

offers a range of recreation facilities and amenities. A resort is typically the primary

provider of the guest experience and will generally have one signature amenity or

attraction (Brey, 2009).Examples of signature amenities include skiing and

mountains, golf, beach and ocean, lakeside, casino and gaming, all-inclusiveness, spa

and wellness, marina, tennis, and waterpark. In addition, resorts also offer secondary

experiences and a leisure or retreat-style environment.

Based on SilverBirch Hotels (2015), another business model is a management

contract. This is a service offered by a management company to manage a hotel or

resort for its owners. Owners have two main options for the structure of a

management contract. One is to enter into a separate franchise agreement to secure a

brand and then engage an independent third-party hotel management company to

manage the hotel. SilverBirch Hotels is an example of a hotel management company

14
that manages independent hotels and hotels operating under different major franchise

brands, such as Marriott, Hilton, and Radisson (SilverBirch Hotels, 2015)

According to (Meiszner, 2014) A slightly different option is for owners to

select a single company to provide the brand and the expertise to manage the

property. Four Seasons Hotels and Resorts and Fairmont Hotels and Resorts are

companies that provide this option to owners. In 2014, the iconic Fairmont Empress

hotel was purchased by Vancouver developer Nat Bosa and his wife Flora, who

continued to retain Fairmont as the management company after the purchase

(Meiszner, 2014).

A well-known franchise in BC is Coast Hotels. A franchisee with Coast

Hotels becomes part of a network of properties that use a central reservations system

with access to electronic distribution channels, regional and national marketing

programs, central purchasing, and brand operating standards (Coast Hotels, 2015). A

franchisee also receives training, support, and advice from the franchisor and must

adhere to regular inspections, audits, and reporting requirements.

According to the Camping and RVing British Columbia Coalition

CRVBCC(2014), BC is home to 340 vehicle accessible campgrounds managed by the

BC Society of Park Facility Operators, and Destination British Columbia inspects and

approves over 500 campgrounds across the province. Seven national parks within the

province contain an additional 14 campgrounds, and the BC Recreation Sites and

Trails Branch manages more than 1,200 backcountry sites including campgrounds

and other facilities. Another 300 private RV parks and campgrounds play host to a

mixture of longer-stay residents and overnight guests.

15
According to hotel consultant Betsy McDonald from HVS International Hotel

Consultancy, the “industry rule of thumb is that a hotel room must make $1 per night

for every $1,000 it takes to build or buy. If the hotel costs $125,000 per [room], the

room has to rent for $125 per night on average and you need 60% to 70% occupancy

to break even” (McDonald, 2011).

Local Studies

Based on Tsiotsou & Goldsmith(2012), the discoveries of this study affirm the

verging on clear articulation that the nature of management is absolutely related with

customer satisfaction, the better the relationship between costs of management the

higher the consumer loyalty which eventually prompts better execution. The image of

a hotel also plays a role in customer loyalty. It implies that the image of a hotel has a

more noteworthy impact on consumer loyalty.

Alam (2016), a proper training is a path for the management to know about their

employees, it is the way to help employees to make best use of their own abilities,

and it is a method to assist employees to become more professional at what they do.

To help employees in the hotel industry to find out the importance of proper training

of food and beverage service.

Pomoni (2009), the fast food industry is based on the principles of quality

food served fast. Proper training of food and beverage service should never be

neglected in the streamlining or planning process .even though the tough economy

16
has forced may restaurants streamlining business, expert warm that quick service

must not be compromised.

According to Tariella (2014), our team of courteous, knowledgeable

employees are dedicated to helping you to meet the challenging demands of food

service industry. How to attract outstanding personnel. How to make full use of

employee’s abilities and potentials in order to help achieve of a proper training of

food service.

According to Supangoo(2010), high levels of employee turnover are

problematic in restaurant serving all to our customers segment. Leading to higher

employee serving, quality and organizational performance.Higher levels of service

quality and ultimately increased productivity and profitability.

The literatures aforementioned above are somehow related to the researcher’s

chosen topic and can help them a lot in giving possible strategically solutions to every

beach resort’s owners. In line with setting product/services pricing, it ensures

affordable and quality services to customer provided trust and loyalty. Competitor

based pricing was applied to serve as the guide in setting appropriate prices for a

given beach resort services.

Therefore, concluded that the challenges/problems encountered by the beach

resort is a prerequisite in improving marketing strategies in action as their experiences

in providing management decisions for beach resorts industry in Atimonan, Quezon.

Problems and challenges encountered will serve as a key in coping with the strategic

views resulting into larger horizon of profitability.

17
Chapter III

RESEARCH METHODOLOGY

This chapter tackles and shows the methods and procedures that the

researchers used to gather and obtain information and data. The methods and

procedures include the methods of researched used, methods of collecting data and

sampling design.

Research Design

The researchersused quantitative-descriptive design of research in this study

to examine the Level of Service Accommodation, Amenities and Guest Satisfaction

in Playa De Lucia Bayview Resort in Barangay Balubad Atimonan, Quezon. Under

this descriptive design research, the researcher used descriptive survey and

descriptive evaluate type of research. All gathered information presented in

quantitative data.

The descriptive survey is useful in providing the value of facts and focusing

attention on the important thing to be reported. The researchers provide

questionnaires to determine the Level of Service Accommodation, Amenities and

Guest Satisfaction in Playa De Lucia Bayview Resort in Barangay Balubad

Atimonan, Quezon.

The Descriptive- evaluate is design to appraise carefully the worthiness of the

current study to evaluate the level of marketing strategy.

18
Research Locale

Figure 3.1 Map of Playa De Lucia

The researchers utilized the following instruments to gather and obtain data.

The study employed a methodology that is participatory appropriate & applicable to

the respondents.

The total population of the locale of the study in the year 2016 was sixty-four

thousand four hundred thirty-eight (64,438), The study tackled the customer of Level

of Service Accommodation, Amenities and Guest Satisfaction in Playa De Lucia. The

researchers used the stratified random sampling wherein half population in selected

respondents interviewed in Playa De Lucia. This helped the researchers used to gather

the needed data and information for their study.

19
Respondents of the Study

The respondents of the study were the customers of Playa De Lucia Bayview

Resort’s in Barangay Balubad Atimonan, Quezon, they chose only fifty (50) persons

or customers of the Playa De Lucia Bayview Resort’s.

Data Gathering Instrument

The researchers utilized survey type questionnaire to gather and collect data

with regards to the guest’s level of satisfaction with accordance to Playa de Lucia

Services, Accomodation and Amenities, the questionnaire is used as the main

gathering instrument for this study.

The questionnaire is divided into two main sections, the demographic profile

of the respondents and the survey proper. The first part or section is comprised of the

respondent’s name, gender, civil status, highest educational attainment, and economic

status respectively. Meanwhile, the second section is composed of the survey proper

where statements are in accordance with promotion, service, food and amenities.

Sampling Techniques

Random sampling is a part of the sampling technique in which each sample

has an equal probability of being chosen, a sample chosen randomly is meant to be an

unbiased representation of the total population if for some reasons, the sample does

not represent the population, the variation is called a sampling error.

The researchers constructed a questionnaire and submitted immediately to the

respective adviser for his comments or suggestions that would help the researchers to

finalize the questionnaire. Furthermore, suggestions and comments of the adviser will

help to come up with the appropriate statement. The researcher’s seeks and follow the

advice of the adviser to ensure the proper construction and grammar of the

statements. The checklist questionnaire had been validated in the faculty of Senior

High School Department of College of Sciences, Technology and Communication,

Inc. fifty (50) customers of Playa De Lucia Bayview Resort’s in Barangay Balubad

Atimonan, Quezon were asked to answer the same questions in the survey.

Administration of Questionnaires

The researchers executed the survey and letter is secured from the owner’s

and administration of Playa de Lucia Bayview Resort to ensure that the researchers

can conduct a survey on the resort. Upon approval, the researchers then disseminated

the survey questionnaire in checklist form to the randomly selected respondents. The

gathered information and data were the primary basis to acquire the customer’s level

of satisfaction with the resort’s accommodation, services and amenities.

21
Statistical Treatment

To analyse the gathered data, the researchers utilized statistical measures and

tools.

𝑓
a.) Percentage 𝐏 = 𝑁 𝑥100

The formula that the researcher used:

4f + 3f + 2f + 1f
𝐖𝐌 =
TF

Where in:

WM= Weighted Mean

n= Number of Respondents

N= Total Number of Respondents

TF= Total Frequency

In evaluating the Level of Service Accommodation, Amenities and Guest

Satisfaction in Playa De Lucia Bayview Resort’s in Barangay Balubad Atimonan,

Quezon: assigned to the means using the following scale:

22
STATEMENT
SCALE RANGE QUALITATIVE DISCRIPTION
QUALIFICATION

4 3.25-4.0 STRONGLY AGREE 1

3 2.50-3.24 AGREE 2

2 1.75-2.49 DISAGREE 3

1 1.0-1.74 STRONGLY DISAGREE 4

Table 3.1 Point Scale and Qualitative Description

1. I strongly agree that level of so guest satisfaction in Playa de Lucia Bayview Resort

in terms of Amenities.

2. I agree that level of so guest satisfaction in Playa de Lucia Bayview Resort in terms

of Food Services.

3. I disagree that level of so guest satisfaction in Playa de Lucia Bayview Resort in

terms of Service Strategies.

4. I strongly disagree that level of so guest satisfaction in Playa de Lucia Bayview

Resort in terms of Promotion.

23
Chapter IV

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter presents the results of data gathered through research instrument.

Their corresponding interpretations are presented through tables to enable the readers

to understand better the meaning of the collected data.

Figure 4.1 Demographic Profiles of respondents in terms of Male and Female.

Figure 4.1 illustrates the Demographic Profile of the respondents according to

gender.

Based on the demographic profiles in terms of gender, the female respondents

got the highest percentage that obtained 66% of the total number of respondents.

Indeed, Playa de Lucia Bayview Resort got a good feedback by the female
24
respondents who answer the survey questionnaire this only proves that the resort

provides good and efficient service to its customers. Moreover, this justifies that the

resort does not only focus on the profit or revenue they get but also focuses on the

customer’s health and well-being. The Playa de Lucia Bayview Resort has a rescue

on hand, to those who had a hard time. The remaining percentages were obtained by

the male respondents which is 34%.

Figure 4.2 Demographic Profiles of respondents in terms of Age.

Figure 4.2 represents the respondent’s demographic profiles based on age.

As seen on the bar graph above, the age range between 11 to 20 years old got

the highest percentage among the 50 respondents which is 68%. The said age ranges

are known to be age that millennial belongs. In addition, millennial tend to be more

inclined in giving critiques and rants because they are sure on what they want and

need. Then it was followed by the respondents who aged 21 to 30 years old which has
25
percentage the age range which caters those who are government inclined like

barangay and municipal officials. Due to the fact that the Playa de Lucia Bayview

Resorts is ideal when it comes to hosting events like seminars and the likes. The

remaining 26% percentage were obtained by the respondents who are 31 to 40 years

of age, entailing that those who’s in this age were basically attending their family

responsibilities and forget the stress for a while to enjoy the ambiance of the resort.

Figure 4.3 Demographic Profiles of the respondents based on Civil Status.

Figure 4.3 demonstrates the demographic profile of the respondents based on

their Civil Status.

As seen above, 92% of the respondents who responded to the given survey

questionnaire were single, they spent vacation and looking for and exciting adventure.

While other was doing some important appointment and transaction it is either in

business or personal problems. While 8% were married who celebrate the important

26
events of their love ones like birthdays, anniversary and the likes, same reason with

those single in work who wanted to feel relax and have some quiet moments.

Figure 4.4 Demographic Profiles of the respondents according to their Economic

Status.

Figure 1.4 shows the respondents demographic Profile based on their

Economic Status.

Based on the graph above, most of the respondents come from the lower class,

which got 80% of the total number of respondents. This implies that the resort does

not look on Economic Status of the customer; everyone is welcome and has the

capacity to afford their services. Meanwhile, 20% percent of the respondents a

claimed that they are part of the middle class, who are more, inclined in knowing and

affording their needs and wants. However, the Economic Status does not eventually

27
affect the customers because everyone is treated the ray what customers should be

fair and just.

Figure 4.5 Demographic Profiles of the respondents based on their Educational

Status.

Figure 4.5 illustrates the Demographic Profiles of the respondents according

to Educational Status.

Based on the Demographic profiles on the educational status base on the bar

graph above, college graduate got the percentage of 30%, this implies that the

customers of Playa de Lucia who come and visit are mostly educated person, while

other guest are senior high school student who got the highest percentage of 37%

which is the majority. While high school student got the percentage of 20%,

elementary student got lowest percentage of 11% who were there to attend some

28
events. This demographic profile not aim to discriminate but just to know the

customers level of satisfaction and standard base on their economic status, age,

gender, educational and their status because as the customer grow, changes must be

important factors.

Table 4.1 Level of Guest Satisfaction in Playa de Lucia Bayview Resort in terms

of Amenities.

Statement WM QD
1. The amenities of Playa de Lucia Beach Resort are
attractive and appropriate to its location. 3.58 SA
2. The facilities and amenities are clean and well-
organized. 3.24 A
3. Cottages are spacious and well-ventilated. 3.16 A
4. The resort offers fast and efficient services. 3.10 A
5. The service offered by the beach resort is justifiable to
its price. 3.18 A
6. Tools and equipment are well sanitized and organized. 3.26 SA
7. Pools are always clean and have a wide space. 3.36 SA
8. Comfort room are clean with complete toiletries. 3.34 SA
9. Rules and policy of Playa de Lucia are for the good and
safety of the customers. 3.56 SA
10 They have service vehicle to attend the needs of
. customer’s that had a hard time situation. 3.50 SA
Average Weighted Mean 3.33 SA

Table 4.1 present’s the weighted mean distribution of the Guest Level of

Satisfaction in terms of Bayview’s Amenities.

As seen on the table, respondents strongly agreedin the statement, the

29
attractiveness and the appropriateness of the Amenities in the resort got the highest

mean weighted mean of 3.58, followed by the effectiveness of the rules and policy of

the resort giving safety of the customer with a weighted mean of 3.56 with

quantitative description of SA, The statement “They provide service vehicle to attend

the needs of the customers that hard time situation got a weighted mean of 3.05 with

verbal interpretation of SA. Meanwhile, the statement the pools are always clean and

have a wide space got 3.36 weighted mean and has quantitative description of SA, A

3.34 weighted mean were snatched by the statement comfort room are clean with

complete toiletries with a verbal interpretation of SA, followed by the statement

“Tools and equipment are well sanitized and organized with a weighted mean 3.26

with Strongly Agreed as quantitative description. The facilities and amenities were

cleaned and well organized statement got the weighted mean of 3.24, with Agree as

quantitative interpretation, A 3.16 weighted mean were got by statement cottages are

spacious and well organized with a quantitative description of Agree, Then, followed

by the “The services offered by the resort is justifiable to each price which got a

weighted mean of 3.16 having Agree as quantitative description. Then the statement

got the lowest weighted mean response by the respondents was the statement “The

resort offers fast and efficient services with 3.10 and a quantitative description with

Agreed.

Summing it up, in terms of Amenities of Playa de Lucia Bayview Resort

Guest Level of Satisfaction is Strongly Agreed by the respondents with an average

weighted mean of 3.33. This strictly connotes the amenities offered by the resort are

all effective and give further relaxation ambiance to the respondents. The services

30
they give to the customer satisfy or in one way or another exceed the expectation of

the customer through the extra services they offered. Cleanliness and physical

attractiveness of the facilities as well as the sanitation of the facilities are enjoyed by

the customer, Furthermore, the capacity of the cottages and the pool to hold numerous

number of people is suited for occasion like birthdays, family reunion and staff were

admire by the customer. Thus, making the implemented strategy of Playa de Lucia of

each guests.

As stated by Kotler (2011), to be successful, the company must do a better job

than the competitors satisfying target consumers. Thus, marketing strategies must be

geared to the needs of the consumers and to the strategies of the competitors.

Considering the size and industry position, the company must decide how it will

position itself related to competitors to gain the strongest possible competitive

advantage.

31
Table 4.2 Level of Guest Satisfaction in Playa de Lucia Bayview Resort in terms

of Food Services.

Statement WM QD
1. Foods are fresh from the market. 3.40 SA
2. Food taste good that can satisfy the customer’s. 3.22 A
3. Foods are ready to serve to avoid long waiting. 3.18 A
4. The prices of the foods are too expensive. 3.16 A
5. Seafood’s taste good and fresh. 3.14 A
6. Fruits and vegetables are all locally produced, from the
farm. 3.06 A
7. Foods are all Filipino dishes. 3.04 A
8. Foods are international dishes. 3.24 A
9. The presentation of their foods is always appropriate. 3.36 SA
10
The price of the food is affordable.
. 3.38 SA
Average Weighted Mean 3.20 A

Table 4.2 illustrates the weighted mean distribution of Level of Guest

Satisfaction in terms of Playa de Lucia Bayview Resorts Food Service.

As shown above, the respondents of the study in accordance with the food

services the resort offers, it is clearly stated that they Strongly Agreed that the “Foods

are fresh from the market with 3.40 weighted mean and quantitative description of

Strongly Agreed, snatching the highest weighted mean among the rest of the

statements. Then it is followed by a 3.38 weighted mean with verbal interpretation of

Strongly Agreed by the statement “The price of the food is affordable. The statement

“The presentation of the foods is always appropriate got the weighted mean of 3.36

with Strongly Agreed as verbal interpretation, succeeded by the statement “Foods are

32
all international dishes” with 3.24 weighted mean and Agreed as quantitative

description, “Food tastes good that satisfy the costumers” statement has 3.22

weighted mean and agreed as verbal interpretation. The 3.18 weighted mean and a

quantitative description of agreed snatched by statement “Foods are ready to serve to

avoid long waiting”. The price of the foods are too expensive statement got a 3.16

weighted mean and agree as quantitative description , followed by the statement “The

seafood’s tastes good and fresh which has a qualitative description of Agreed and

weighted mean of 3.16. The statement “Fruits and vegetables are all locally produce

from the farm got 3.06 weighted mean and a quantitative description of Agreed, The

statement that got the lowest weighted mean and has quantitative description of

Agreed is the statement “Foods are all Filipino dishes”.

As a whole, the respondents perceived that the food services offered by Playa

de Lucia as a basis of guest satisfaction got a quantitative description agreed with

weighted mean of 3.20. Proving that the food services in accordance with the

customer’s view were considerably enjoying the food they ate. The physical attributes

of the food as well as the freshness is one of the reasons why the costumer’s enjoy the

food they ate. Meanwhile, affordability of the food and as well as the time frame for

the food to be served were already effective but still needs to employ some creative

schemes and tactics to overcome the respondents perception towards it. The

availability of the cuisine whether Filipino dishes or international that have been

enjoyed by customers are schemed base to what has been the best seller for further

satisfaction to the customer.

According to Kincaid (2008), defines a customer as a person (or a group of

33
persons) who influences or decides on the acquisition of any product or service, or

who uses one of these products, or services. Further, service is often highly complex

and a summation of interaction, exchange and performance between service

employees and customers. As a result, much human interaction in the tourism service

rather than any other industry are experienced.

Table 4.3 Level of Guest Satisfaction in Playa de Lucia Bayview Resort in terms

of Service Strategies.

Statement WM QD
1. The staffs are always approachable to the costumers. 3.30 SA
2. The owner’s shows respect and care to what costumers
has to say. 3.21 A
3. Comfort room is clean and always available to use. 3.27 SA
4. The staffs shows respect and care to what costumers has
to say. 3.42 SA
5. The admin recognizes the importance of costumer’s
loyalty. 3.67 SA
6. Building a good relationship with the costumers will
help to have a progress of the resorts. 3.33 SA
7. Price and fees are detailed. 3.61 SA
8. They give information about the place and very
accessible for the costumers. 3.30 SA
9. Souvenirs are available from the place. 3.33 SA
10 They use variety of strategies and programs for
. marketing. 3.06 A
Average Weighted Mean 3.35 SA

Table 4.3 shows the weighted mean distribution on the Level of Guest

Satisfaction in Playa de Lucia Bayview Resort in terms of Service Strategies.

Based on the Table, the customer’s responded Strongly Agreed that in terms

of the Service Strategy of Playa de Lucia, the admin recognized the importance of

34
customer loyalty with the highest weighted mean of 3.67, then followed by a Strongly

Agreed quantitative description with 3.6 weighted mean of the statement, “Price and

fees are detailed”. The statement “The stuff show respect and care to what consumer

has to say, with a weighted mean of 3.42 and quantitative description of Strongly

Agreed. Followed by two statements with the same weighted mean of 4.33 with

Strongly Agreed as verbal interpretation, “Building a good relationship with the

customers will help to have a progress of the reports, and “Souvenirs are available

from the place.” Succeeded again by two statements with the same weighted mean

and quantitative description? “The staffs are always approachable to the customers”

and “They give information about the place and very accessible for the customers”.

The statement, “Comfort room is clean and always available to use”, got a weighted

mean of 3.27 and verbal interpretation of Strongly Agreed, A 3.21 weighted mean

was snatched by, “The owner’s shows respect and care to what customers has to say”

and quantitative description of Agreed. The statement that got the lowest weighted

mean is “They price use variety of strategies and programs for marketing” with

Agreed as verbal interpretation.

As a whole, the Level of Guest’s Satisfaction is Strongly Agreed in terms of

Playa de Lucia’s Service Strategies as evident in 3.35 Average weighted mean. This

entails that the strategy being used by the resort in veneering services to its customers

here highly appreciated by the respondents. They value and uphold the customers

well entailing them with respect amiableness and the bond between the staff or the

administration to the customers are the key elements in providing on building

customer loyalty. Moreover, creative and tactics and schemes should be enriched and

35
be enhancing to further develop strategies and program for marketing.

Based on Bateson (2012), out of the nature of tourism services, heterogeneity

and inseparability are some of the characteristic that influence the service quality.

Thus, ensuring good service delivery and customer satisfaction is certainly a

challenging and complex practice.

Table 4.4 Level of Guest Satisfaction in Playa de Lucia Bayview Resort in terms

of Promotion.

Statement WM QD
1. Promotions are beneficial to the costumers. 3.73 SA
2. Promotions are offered by the business. 3.48 SA
3. Promotions influence the customers. 3.24 A
4. The places develop strategies and programs on
marketing its product. 3.09 A
5. Children had no entrance fee. 3.27 SA
6. Freebies are given from the place. 3.67 SA
7. Make the offer clear to the customers. 3.45 SA
8. Beach resorts must be open for leisure. 3.48 SA
9. Resorts will helps to have progress when it come’s
tourism. 3.48 SA
10
Resort must use brochure flyers to get more customers.
. 3.30 SA
Average Weighted Mean 3.43 SA

Table 4.4 illustrates the weighted mean distribution of Level of Guest

Satisfaction in Playa de Lucia Bayview Resort in terms of Promotion.

As seen on the table, the respondents Strongly Agreed that in terms of

Promotional Strategy of Playa de Lucia, “Promotions are beneficial to the customers”

with weighted mean of 3.73, followed by “Freebies are given from the place” with

36
3.67 weighted mean were got by three statements namely, “Promotions are offered by

the business”, “Beach resorts must be open for leisure” and “Resorts will helps to

have progress when it comes tourism” with quantitative description of Strongly

Agreed. Followed by “Make the offer clear to the customers” which has 3.45

weighted mean and Strongly Agreed as verbal interpretation” resort must use

brochure flyers to get more customers” with 3.30 weighted mean and Strongly

Agreed quantitative description, description, succeeded by “Children had no entrance

fee”, Strongly Agreed with a weighted mean of 3.27, An Agreed verbal interpretation

of “Promotions influence the customers”. Then lowest weighted mean among the rest

was 3.09 with verbal interpretation of Agreed, “Resort must use brochure flyers to get

more customers”.

In overall context, in accordance with promotions strategy the respondents

perceived Strongly Agreed as the Level of Satisfaction in Playa de Lucia with an

average weighted mean of 3.43. The promotional strategy is the key in introducing

the resort to new prospect clients or customers. Developing initial products, freebies

or discounts as part of promotion for a period of the will help in boosting the number

of clients or customers. Maintaining good relationship with customer and as well as

further enhancing the recreational activities that they might offer will influence or

help in marketing the resort.

Godson (2009), concluded that having a loyal customer makes the work much

easier: A loyal customer knows the business; he knows the strengths and weakness

and appreciates them. He comes first and only buys from competitors when the

customer is not given the right product and services. If they are considering switching

37
over often because of the price they will tell us given an opportunity to adjust the

price or offer as required instead of just informing that are leaving.

Chapter V

SUMMARY, CONCLUSION AND RECOMMENDATION

This chapter presents the summary of the study conduct. This also presents the

findings derived from analysis and interpretation of the results. Moreover, this

imparts the conclusions framed and the recommendations thereafter.

Summary

This study aimed to determine and to find out the customer’s satisfaction on

the marketing strategy of Playa de Lucia. Specifically, it attempted to determine the

customer’s satisfaction on the Resort’s Services, food and accommodation being

offered, and to know the promotional strategy that they use.

The respondents of the study were fifty (50) who were the customers of the

Playa the day, the researchers conducted the survey. The study utilized the

quantitative – descriptive method of research that made possible of using survey

questionnaire, quantitative analysis of data that have been derived from the gathered

response of the respondents. The different marketing strategies of the resort were the

contents of the survey questionnaire, which has been administered to the fifty (50)

customers during the conduct of the survey. Through the help of the average weighted

mean, the results were analyzed and concluded.

38
Thereafter, it was found out that the customers “Strongly Agreed” with

attractive and the appropriateness of the Amenities in the resort in terms of the Guest

Satisfaction on Amenities which attained an average weighted mean of 3.33.

Meanwhile, in terms of the resort’s Food Services, the freshness of the food that they

offer makes the customer’s Strongly Agreed on it, with an average weighted mean of

3.20%. In terms with the resort’s Service Strategies, the respondents Strongly Agreed

with the recognition of the admin to the loyalty of the customers which got an

average weighted mean of 3.35%. Lastly, the customers with an average weighted

mean of 3.43%.

Conclusions

The respondents in general strongly agreed that the resort is efficient and well-

organized in giving service to the customers. It may be in terms of their food,

promotional, service and amenities services. This entails that the resort is a well-

established resort here in Atimonan, that customers highly accept and enjoy the

services it offered. There might be some instance, that some customer rants about a

little negativity towards the resort, it was been over powered by the good and positive

feedbacks by most of the customers.

39
Recommendation

Based on the conclusions derived the following recommendation are offered.

1. In terms with the efficiency and the fast service, the resort’s staff might as well

give no assurance to the customers a period of time for them to execute the

service, to lessen the probability of the customers to wait for a long period of

time.

2. In terms of the food services they offered, the resort must well on something new

in the menu, every season or once in a quarter, to ensure that customers will not

find their food unappealing and constant, like always adding some new flavors

and cuisine to the food they offer.

3. In terms with the services strategy, the resort might as well use variety of strategy

and program for marketing to uphold that the customers seen and know their

events or special promos every quarter or season, for potential patronage of the

customers.

4. In accordance with promotional strategy, the resort should give flyers and

brochures for potential patronage, however the customers do not like to see this

because of the technologies nowadays, creative tactics and social media

promotion might as well be prioritized for the potential customers see what

possible services they can offer.

5. The resort may use creative tactics like establishing recreational activities that

may boosts the number of customers.

6. Continuous development and innovation of new ideas and concept should be

establishing to ensure that the resort remains on top.

8. The employees might as well continue to uphold the values and the well being of

the customers to assure that customers will continues to par tonic the resort.

9. The management may include programs, team building or seminars for the staffs

and employee every quarter to assure that the staffs go well together, after all

they are one who brings and make the resort for, they are the one who faces the

customers.

10. Future researchers may replicate this study using other locales and with increased

number of respondents.

41