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Guest Satisfaction and Guest Loyalty in Salagdoong Beach Resort, Hotel Agripino

This document discusses a study examining the relationship between guest satisfaction and loyalty at Salagdoong Beach Resort, Agripino Hotel. The study aims to identify attributes that increase customer loyalty and develop a methodology that can be replicated by other hotels. It presents hypotheses that hotel service design, satisfaction with different hotel areas, purchase involvement, and word-of-mouth are positively related to guest loyalty. The document outlines the scope of the study, which will interview 20 hotel guests over 2 months to determine factors influencing loyalty at the specific hotel.

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254 views3 pages

Guest Satisfaction and Guest Loyalty in Salagdoong Beach Resort, Hotel Agripino

This document discusses a study examining the relationship between guest satisfaction and loyalty at Salagdoong Beach Resort, Agripino Hotel. The study aims to identify attributes that increase customer loyalty and develop a methodology that can be replicated by other hotels. It presents hypotheses that hotel service design, satisfaction with different hotel areas, purchase involvement, and word-of-mouth are positively related to guest loyalty. The document outlines the scope of the study, which will interview 20 hotel guests over 2 months to determine factors influencing loyalty at the specific hotel.

Uploaded by

EWANko143
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOC, PDF, TXT or read online on Scribd
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Guest Satisfaction and Guest Loyalty In

Salagdoong Beach Resort,Hotel


Agripino
Backgound of the Study

The concept of delivering quality service for ensuring guests


satisfaction to achieve guests’ loyalty and subsequent repeat
business has always been a normal assumption on the part of
many theorists and practitioners (Bowen and Chen, 2001). What
value does a satisfied guest really return to the hotel industry?
Further, is guest loyalty really critical to a successful business in
the hotel industry?
The main discussion is whether high quality service actually
encourages to satisfied guests to return for repeat visits to the
same hotel, and conversely, whether low quality service leads to
low satisfaction, discouraging guests from returning. This
assumption is a widely-held belief, provided the hotel offers
quality service to gain guest satisfaction and, in return guest
loyalty.
Due to increasing global market competition, many hotel
companies are facing challenges in retaining customers. Some
market researches have proven that most hotel companies in
Europe and in the U.S. will lose half their customers over a span of
five years (Ganesh, Arnold and Raynolds, 2000). By raising
satisfaction or quality standards, companies gradually raise guests’
expectation level, which then makes it more difficult and more
costly to please them. Holding onto a returning guest is important
to a hotel because over time they reduce the cost of service. A
returning guest knows the product; requires less
information;purchases more services; is will to pay higher prices
for those services; and willingly offers word-of-mouth
recommendations to others (Ganesh, Arnold, and Reynolds,
2000).

Statement of the Problem

Improving customer satisfaction is a critical component of the


hospitality industry’s value proposition to the guests (Siguaw a.
Enz, 1999). Consequently, the hospitality industry spends millions
of dollars per year to better assess guest satisfaction and
understand the elements of loyalty. With an understanding of
what causes guests to stay and to return, hoteliers can act to
increase loyalty.

Purpose of the Study

The main purpose of this study is to examine the relationship


between customer satisfaction and customer loyalty in
Salagdoong Beach Resort, Agripino Hotel. The main objectives are
to develop and implement a method for hotels to identify
attributes increasing customer loyalty. A second purpose is to
produce a methodology, which can be replicated by other hotels.
Finally, this study re-examines the antecedents of loyalty to
determine what creates loyalty towards a hotel.

For the purpose of this study, a loyal guest is defined as a


customer who holds favorable attitudes towards the company;
commits to the repurchase of the product or service; and
recommends the product or service to others. This research
addresses a number of questions, which examine the relationship
between guest satisfaction and guest loyalty in the hotel context.

Accordingly, we can offer the following hypotheses:


• H1: Hotel service system design elements are positively related
to guest loyalty.
• H2: Guest satisfaction with reception, guestroom, food and
beverage,ambience, and price is positively related to guest loyalty.
• H3: Satisfied guests exhibit higher levels of purchase
involvement than dissatisfied guests.
• H4: Satisfied guests provide stronger positive word-of-mouth
advertising than dissatisfied guest.

The main research questions for this research were:

 To define costumer loyalty;


 To explain the meaning of loyal guest that increases costumer loyalties;
 To determine the number of guest coming in and out in Salagdoong Beach Resort,
Agripino Hotel; and
 To determine the extent of Salagdoong Staffs considering the causes of guest to have
loyalty towards the establishment.

Scope and Delimitation

This research will be conducted at Salagdoong Beach Resort, Agripino Hotel. The
reason behind the choice was that there is sufficient number of guest for the data
collection. Researchers John Paul Mira, Ivor Stephine Olita, Reymund Sancho, Krisiel
Bogo, Kyre Fabrine Enot, Christel Anne Hermias, April Marie Paragamac, Mailyn
Paragamac, and Shiena Niña Amor Tumilap ,Grade 12- Felipe students will be the ones
who'll conduct the said research. There will be 20 hotel guests to be interviewed. The
research will last for about 2 months from August-September 2017.

-John Paul Mira-

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