International Journal on Science and Technology

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Guests Satisfaction and Loyalty for Hotels in the City of San Fernando, Pampanga, Philippines

Author(s) Jona-Liza T. Cruz
Country Philippines
Abstract The study focused on the relationship between guest satisfaction and loyalty within standard category hotels in the City of San Fernando, Pampanga. Recognizing guest satisfaction as a pivotal factor in enhancing business performance, the research highlights its direct influence on guest loyalty, a crucial element for success in the hospitality sector. Utilizing a descriptive correlational research method, data were collected from 279 guests who had stayed at least one night in various hotels. The findings indicate that most guests reported satisfaction with services, particularly in areas such as front desk reception, room quality, ambiance, and overall service quality. However, notable inconsistencies were observed in food and beverage services. A high positive correlation was established between guest satisfaction and loyalty, suggesting that satisfied guests are more likely to remain loyal to the hotel. Demographically, the majority of guests were young, educated, and employed, primarily visiting for leisure or business. Price and accessibility emerged as key factors influencing hotel selection, with recommendations often stemming from family and friends. Despite expressing satisfaction, guests showed reluctance in recommending the hotels or considering them as their first choice for future stays. The study concludes that improving guest satisfaction can significantly enhance loyalty, offering practical insights for hoteliers. Recommendations include developing targeted marketing strategies based on guest demographics, ensuring service consistency, and leveraging word-of-mouth marketing to foster loyalty and increase patronage.
Keywords guest loyalty; guest satisfaction; hotel quality services; loyalty; satisfaction
Field Business Administration
Published In Volume 16, Issue 2, April-June 2025
Published On 2025-06-03
DOI https://doi.org/10.71097/IJSAT.v16.i2.5862
Short DOI https://doi.org/g9m285
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