Service quality of spa centers in Tagum City: an assessment

Abstract

This research study was on an emerging topic that was conceptualized to assess the service quality of spa centers in Tagum City. The goals of the study were to evaluate the service quality of spa centers in terms of empathy, assurance, responsiveness, reliability, and tangibility; and to recommend an enhancement proposal based on the result of the study. The study used a quantitative non-experimental research design and 301 respondents were surveyed through the survey questionnaire that was semi-adapted from the SERVQUAL 22-scale by Parasuraman, Zeithaml, and Berry (1994). Mean is the data treatment used for this study. Findings revealed that the service quality of spa centers in Tagum City is very high empathy, very high in assurance, very high in responsiveness, and very high tangibility. This means that the five indicators of service quality are visible and effective in the spa centers in Tagum City. The outcome of this study shall be utilized as a basis for creating an enhancement proposal that will help the spa centers in Tagum City in the unpredictable changes of the hospitality industry and to address dynamism.