SERVICE QUALITY AND CUSTOMER SATISFACTION TOWARDS A FIRST-CHOICE DECISION FRAMEWORK OF A TOURIST DESTINATION IN SELECTED RESORT HOTELS IN PALAWAN

Service quality (SQ) is one of the main determinants of customer satisfaction (CS), and a focal topic of researchers and practitioners alike across all industries. This research aims to determine the relationship and trends between Service Quality and Customer Satisfaction (SQCS), identify the gaps, and formulate strategies. The study utilized a quantitative research design employing the descriptive-correlational research method. Data in this research was acquired from guests from five resort hotels located in Palawan. To address this objective, the researcher analyzes the effect of SQ dimensions (Tangibility, Reliability, Responsiveness, Empathy, and Assurance) on CS factors (Ambience, Value-Added, and Hospitality). Multiple regression analysis denotes increases of 34.0% 21.2%, and 20.0% on the extent of the effect attributed to SQ dimensions on CS factors, respectively. Results obtained indicate that Tangibility, Assurance, and Responsiveness have a positive impact, whereas Empathy and Reliability do not. By establishing the CASA WISH (House of Wish) first-choice decision framework of a tourist destination, The researcher postulates that Communication, Attention, Safety, Attitude, Wellness, Information, Security, and Health are key elements in prioritizing, improving, and reinforcing the significant positive relationship between service quality – the consistent process of understanding, addressing, implementing, fulfilling, and adhering to the client’s needs and demands, without overstepping the transaction’s provisions to the entity’s discretion, and customer satisfaction - the mind, heart, and spirit of marketing which manifests a business philosophy and strategy, leading to loyalty and profitability of resort hotels.