Customer Satisfaction from Selected Beach
CHAPTER I
INTRODUCTION
Mati has always been known as a beach destination. There some beaches in Mati that really enjoy and also relax for the same time. Measuring and managing customer satisfaction is important for the survival, development and success of the tourism business (Sirakay, 2003). Customer’s satisfaction is the main concern for every resort and hotel in order to keep the customers loyal to the resort and make them permanent visitors. It is believed that higher level of customer satisfaction may result in higher levels of repurchase. When measuring customer satisfaction, the basic premise is that consumers reflect on their expenses and express these honestly and free of bias. Customer satisfaction is one of the most frequently examined topics in the hospitality and tourism industry because it plays an important role in the continued and sustained operation of any tourism business. A high level of customer satisfaction is likely to generate positive feedback from the customer including revisiting the tourist area, increased purchase of products, and recommending these to others (Kozak and Rimmington, 2000; Gursoyet al. 2003; Andaleeb and Conway, 2006). The input of the tourist towards development and enhancement of a tourist destination is therefore essential in maintaining its competitive advantage. This study was carried out with the primary aim of identifying factors that may lead to tourist dissatisfaction and hence improving the customer satisfaction. Customer satisfaction has been identified as an important concept in establishing the performance of different destinations. Given the increasing level of competitiveness, it is essential for tourism management authorities to understand the main factors causing satisfaction/dissatisfaction for the customers.
Rationale Mati Davao Oriental is the beach capital of the Davao Region because of its two face beach the open sea with a powered white beach shore and the tortoise deep waters that facing
INTRODUCTION
Mati has always been known as a beach destination. There some beaches in Mati that really enjoy and also relax for the same time. Measuring and managing customer satisfaction is important for the survival, development and success of the tourism business (Sirakay, 2003). Customer’s satisfaction is the main concern for every resort and hotel in order to keep the customers loyal to the resort and make them permanent visitors. It is believed that higher level of customer satisfaction may result in higher levels of repurchase. When measuring customer satisfaction, the basic premise is that consumers reflect on their expenses and express these honestly and free of bias. Customer satisfaction is one of the most frequently examined topics in the hospitality and tourism industry because it plays an important role in the continued and sustained operation of any tourism business. A high level of customer satisfaction is likely to generate positive feedback from the customer including revisiting the tourist area, increased purchase of products, and recommending these to others (Kozak and Rimmington, 2000; Gursoyet al. 2003; Andaleeb and Conway, 2006). The input of the tourist towards development and enhancement of a tourist destination is therefore essential in maintaining its competitive advantage. This study was carried out with the primary aim of identifying factors that may lead to tourist dissatisfaction and hence improving the customer satisfaction. Customer satisfaction has been identified as an important concept in establishing the performance of different destinations. Given the increasing level of competitiveness, it is essential for tourism management authorities to understand the main factors causing satisfaction/dissatisfaction for the customers.
Rationale Mati Davao Oriental is the beach capital of the Davao Region because of its two face beach the open sea with a powered white beach shore and the tortoise deep waters that facing