Guest Service Management of Selected Resorts and Beaches towards Customer Satisfaction in Candelaria, Zambales

This study evaluated guest perceptions of service management at selected beach resorts in Candelaria, Zambales, across three service dimensions: warm hospitality environment, service excellence, and rewards for guest satisfaction. Using a descriptive quantitative design, a structured survey was administered to local and international guests. The sample was mainly middle-aged, female, married, employed in private or government sectors, with moderate monthly incomes and visitation frequencies of one to three times per year. Overall, respondents rated resort service management as excellent in all dimensions.
The warm hospitality environment was characterized by a relaxing atmosphere, cordial greetings, and personalized attention. Service excellence was reflected in quality management, efficient processes, and professional staff conduct. Reward-related satisfaction was high for comfortable accommodations and local cuisine, though tokenized reward mechanisms scored lower. Overall customer satisfaction was very high, driven by staff courtesy, relationship-building, and respectful treatment. ANOVA found statistically significant differences in perceptions of hospitality warmth and service excellence by sex, civil status, and occupation, while occupation alone significantly affected perceptions of reward satisfaction. These results suggest demographic characteristics shape guest evaluations of service quality. An action plan is proposed emphasizing personalized communication, innovative reward programs, staff training, and targeted marketing to sustain and enhance service excellence.

guest service management, hospitality, service quality, customer satisfaction

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