Kathleen A. Cueto, PhDIHM
Graduate School, Lyceum of the Philippines University Batangas
kacueto@lpubatangas.edu.ph
Date Received: June 26, 2021; Date Revised: September 23, 2021
Asia Pacific Journal of Management and Sustainable Development
Vol. 9 No. 2, 1-14
October 2021Part II
ISSN 2782-8557
Market Orientation and Service Quality towards Service Performance of DOT Accredited Travel Agencies in CALABARZON Region 466 KB 6 downloads
Kathleen A. Cueto, PhDIHM Graduate School, Lyceum of the Philippines University Batangas kacueto@lpubatangas.edu.ph Date...\
This study aimed to assess the market orientation and service quality towards service performance evaluation among travel agencies accredited by the Department of Tourism (DOT) in CALABARZON. To be able to assess the travel agencies, the researcher based her method on the descriptive design and adapted questionnaires from different authors with passing reliability test results. This was distributed among 235 customers and 104 travel agents with an effect size of 0.30 and a power probability of 0.95 using G*Power 3.1.9. It was statistically treated using percentage, frequency, weighted mean, and ANOVA. The travel agencies have market orientation as being agreed by the respondents who are travel agents and customers in relevance to customer orientation, inter-functional coordination, and competitor orientation due to articulation of vision, discussion of customer needs, and their initiative in collecting marketing information from competitors. The respondents perceived that the DOT accredited travel agencies in CALABARZON are providing services to a great extent where they can provide tangible facilities, reliable employees, and services, responsive and assuring personnel and showing empathy towards their clients. The performances of travel agencies are delivered to a great extent, which allows them to acquire customer satisfaction and loyalty. Among the five developed models of service performance in relation to customer satisfaction, the model that includes empathy, customer orientation, responsiveness, assurance, and tangible are the main component that predicts the performance of travel agencies. However, with regard to customer loyalty, the model that includes empathy and tangible is highly significant. There is a highly significant correlation between the service quality and the service performance among travel agencies in the CALABARZON.
Keywords: Market Orientation, Service Quality, Service Performance