Level of Satisfaction along Dimensions of Service Quality of Accredited Hotels in Baguio City during the Pandemic

Abstract

While the hospitality industry is slowly recovering, the COVID-19 crisis continues to exert profound impacts on how hospitality businesses operate. This study aimed to the explore quality of service and customer satisfaction of DOT accredited hotels in Baguio City during the COVID-19 pandemic on the basis of Service Quality Model. In addition, the study tried to find out the challenges faced by the hotel employees during the pandemic. The study adopted a descriptive-survey research design to determine the level of satisfaction of the hotel guests during the pandemic along tangibility, reliability, responsiveness, confidence and communication. From the 10 hotels in the city, a total of 387 respondents answered the questionnaire floated between the peak months of September and October. Results showed that hotel guests are very satisfied in all the dimensions of the SERVQUAL model in relation to customer satisfaction. Assurance/Confidence has the highest overall mean while Tangibility has the lowest overall mean. Furthermore, poor communication with guests, lack of employees and maintenance of cleanliness and sanitation were identified as the challenges encountered by the hotel employees in their service delivery. A Proposed Program to improve the level of satisfaction of the hotel guests in Baguio City was prepared as the output of the study.