Guestology: Its relationship to service quality and customer satisfaction among selected hotels in Iloilo City

Abstract

This survey-correlational study sought to determined the relationship among guestology, service quality, and customer satisfaction as assessed by guests among selected hotels in Iloilo City. Simple random sampling method was employed in selecting 200 hotel guests. Two adapted self-completion data-gathering instruments, a Rating Scale on Guestology and Assessment of Service Quality and Customer Satisfaction, were used. The actual data-gathering was done on January 2017. Frequency count, mean, and standard deviation were used as descriptive statistical tools, while the t-test for independent samples, ANOVA and the Pearson's product moment coefficient of correlation or Pearson's r were employed for inferential analysis. The .05 alpha level was the criterion for the acceptance or rejection of the null hypothesis. Major findings of the study revealed that guestology was highly manifested in selected hotels in Iloilo City as assessed by the guests, service quality of hotels was very good, with highly satisfied guests. Significant differences existed in the degree of manifestation of guestology in selected hotels in Iloilo City as assessed among the guests classified as to monthly income but no significant differences were noted when they were classified according to sex, educational attainment, purpose of visit, and age. Significant differences existed in the level of service quality of selected hotels in Iloilo City as assessed by the guests classified according to age and monthly income, but no significant differences were noted when they were classified according to sex, educational attainment, and purpose of visit. Significant differences existed in the level of customer satisfaction when the guests were classified according to age and monthly income, but no significant differences were noted when they were classified according to sex, educational attainment, and purpose of visit. Lastly, it was found out that guestology, service quality, and customer satisfaction were positively and significantly related.