BONDOC-et-al-CHAPTER-1 (3) .Docx

LEVEL OF CUSTOMER SATISFACTION TOWARDS TO SERVICE QUALITY OF LA VISTA

HOTSPRING RESORT 1

CHAPTER I

INTRODUCTION
This chapter explains the introduction and setting of the study, the background of the
study, statement of the problem, conceptual and theoretical frameworks, hypothesis, scope
and limitation and definition of terms.
Background of the Problem
Customer satisfaction is considered to be a key element for a company’s success in the
market; a leading criterion in determining the quality of service or product to the customers; and
it is also crucial for organizational survival. Customer satisfaction, loyalty, and the image of the
business, have become the most discussed and relevant topics in research for the service
industry, especially for hotel management theory and practice, being considered as the next
source of competitive advantage (Woodruff, 1997, cited in Nasution, & Mavondo, 2008). The
measurement of customer satisfaction has become an important issue for researchers in service
marketing and hospitality management. According to Drucker, customer satisfaction is, and has
always been, “the mission and the purpose of every business” (Drucker, 1973, p.79 cited in
Kandampully, J. & Suhartanto, 2003, p. 5). Moreover, it is known that one of the goals of
corporate culture is to retain and satisfy both the current and past customers.
Customer’s satisfaction can be described as an important sign of how likely a consumer
will make a gain in the future (Yong & Xiaofeng, 2005). Customer satisfaction can be defined to
estimate how products and services delivered by the company or even surpass the standards of
HOTSPRING RESORT 2
the customer. Customer loyalty can regularly be viewed as a key differentiator and it has
progressively become a key component of the business technique (Yong and Xiaofeng, 2005). In
fact, requesting the customers to rate their satisfaction can be depicted as a decent method to find
whether the customers will be loyal or even an advocate for the business. Regardless of whether
a purchaser is content after a purchase often relies on the performance of the offer in a
relationship to the desires of the customer and how the buyer interprets the difference that exists
between the two (Lele, 1991).
Tucked between the Laguna Lake and Mount Makiling, La Vista Pansol Resort at Calamba,
Laguna offers great accommodations and various recreational amenities. La Vista Pansol Resort
boasts various swimming pools with fun water slide features, promising a memorable and thrilling
family vacation. Adventurers may check out the resort's prime water slide, Wet ‘n Wild, which is 5
levels high. Guests may also have a snack and unwind at the Treehouse of Pantalan. La Vista
Pansol Resort also has function rooms perfect for seminars, conferences, and all sorts of events. La
Vista Pansol Resort is within the vicinity of multiple businesses. Thrill-seeking adventurers may also
go trekking in the mountains nearby or even visit the waterfalls and hot springs in Laguna.
Neighboring attractions include Calamba City Hall, SM Calamba, and many more.
The present study aims to know the Level of Customer Satisfaction towards to Service
Quality of La Vists Hotspring Resort establishment to analyze their customer satisfaction and to
perceive the implications in the establishment. The findings of this research may be useful in
developing the resort to boost its tourist. To enhance the La vista Resort this study is to
determine the satisfaction process of tourists with the intention of gaining further insights about
these tourists and how their fulfillment can be accomplished.

HOTSPRING RESORT 3
Conceptual Framework
Figure 1: Conceptual Framework
Figure 1 explains the flow of the conducted study. The input portrays the statement of the
problem of the research that is related to the review related literature. The process is how the data
will be gathered, organized, and how the researchers will analyze the data. Finally, the output
that includes all the derived conclusions of the study resulting the research title.
Hypothesis
HOTSPRING RESORT 4
Ho. There is no significant relationship between the Demographic Profile of the
respondents and the Level of Satisfaction in Fun Farm.
Statement of the Problem
This research aims to discover the level of satisfaction in terms of service quality of La
Vista Hotspring Resort. The researchers have conducted the study to see how tourists benefits
the agritourism with the goal of increase providing fee-based recreation and education to the
clients to deepen the knowledge about the profile of the agritourist’s sites. Specifically, this study
attempts to answer the following questions:
1. What is the Demographic Profile of the respondents in terms of:
1.1 Age
1.2 Sexual Orientation
1.3 Marital Status
2. What is the Level of Satisfaction in terms of:
2.1 Tangibility
2.2 Reliability
2.3 Responsiveness
2.4 Assurance
2.5 Empathy
HOTSPRING RESORT 5
Definition of Terms
To better understand the study, the following words are hereby defined for better
understanding:
Service quality. Service quality is a form of attitude, related but not equivalent to
satisfaction (Zethaml et al., 1990).
Amenities. Amenities refers to the facility of a destination and provides comfort and
convenience to the tourists.
Annuities. Annuities refers to the financial protection and a contract written by a company
to prove continuing income, typically for retirement.
Homestead. Homestead is the family in charge of agritourism advancement, where a
person or family cultivates the land and tries to become more self-sufficient.
Intangibility. Intangibility is a type of marketing a service instead of products that a
customer can see and touch.
Leisure. Leisure is the act of a person’s opportunity afforded by free time to travel.
Marketer. Marketer is a person whose duties involve implementing the identification of
goods and services desired by a group of customers.
Customer satisfaction. Customer satisfaction is defined as the “the individual’s
perception of the performance of the product or service in relation to his or her
expectations” (Schiffman & Kanukm, 2004).

HOTSPRING RESORT 6
Variability. Variability is a service that a people-based products and inseparable from the
person who offers it. Due to this, quality of service differs from person to person.
Importance of the Study
This study will be beneficial to the following groups of people:
The Management of La Vista Resort. This study will benefit mostly to the management of La
Vista to generate income to able to create new paying jobs and an avenue for direct marketing to
consumers for deepen the knowledge of increasing the volume of visitors and the length of their
stay.
The Tourist. The data gathered will benefit those tourists who will visit the La Vista Resort due
to the possible improvement of the activities and facilities in La Vista based on their satisfaction.
The tourists can be a benefactor of the research only if the management will improve the La
Vista due to the research.
The Researcher. This study will help the researcher to know what activities will meet the tourist
satisfaction. The research will add new information to the researcher’s knowledge about
customer satisfaction in relation to the tourism industry.
The Future Researchers. This study can serve as a reference for the study of the future
researchers they will be dealing with. It adds new knowledge that can guide those who want to
test the study that the researchers have done.
Scope and Limitations of the Study
This study focuses to highlight the importance of the level of satisfaction in relation to the
demographic profile in an agritourism destination. The data collection will be conducted through
HOTSPRING RESORT 7
the number of the availability of a tourist who will represent the population. The study will be
done through the utilization of questionnaire to the tourists who visited the farm for three days.

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LEVEL OF CUSTOMER SATISFACTION TOWARDS TO SERVICE QUALITY OF LA VISTA

and limitation and definition of terms.

Background of the Problem

Customer satisfaction is considered to be a key element for a company’s success in the

Customer’s satisfaction can be described as an important sign of how likely a consumer

between the two (Lele, 1991).

these tourists and how their fulfillment can be accomplished.

Figure 1: Conceptual Framework

Ho. There is no significant relationship between the Demographic Profile of the

respondents and the Level of Satisfaction in Fun Farm.

Statement of the Problem

attempts to answer the following questions:

1. What is the Demographic Profile of the respondents in terms of:

1.2 Sexual Orientation

1.3 Marital Status

2. What is the Level of Satisfaction in terms of:

satisfaction (Zethaml et al., 1990).

convenience to the tourists.

to prove continuing income, typically for retirement.

Homestead. Homestead is the family in charge of agritourism advancement, where a

Intangibility. Intangibility is a type of marketing a service instead of products that a

customer can see and touch.

Marketer. Marketer is a person whose duties involve implementing the identification of

goods and services desired by a group of customers.

Customer satisfaction. Customer satisfaction is defined as the “the individual’s

perception of the performance of the product or service in relation to his or her

expectations” (Schiffman & Kanukm, 2004).

Importance of the Study

This study will be beneficial to the following groups of people:

Vista due to the research.

customer satisfaction in relation to the tourism industry.

test the study that the researchers have done.

Scope and Limitations of the Study

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