Authors : Ronmel L. Mercado; Cecilia G. Lagramada

Volume/Issue : Volume 11 - 2026, Issue 1 - January

Google Scholar : https://tinyurl.com/3ycy3us3

Scribd : https://tinyurl.com/mv4c2v2x

DOI : https://doi.org/10.38124/ijisrt/26jan1153

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : This study investigated the factors influencing service quality in the hospitality industry of Eastern Samar, Philippines, focusing on both internal and external dimensions. Employing a correlational research design, data were collected from 140 customer respondents across 10 selected hospitality establishments, including hotels, resorts, bars, and restaurants. A structured survey questionnaire assessed internal factors such as staff training, employee motivation, and management support, as well as external factors like market competition, technological advancements, and customer expectations. Service quality was evaluated using five dimensions—reliability, responsiveness, assurance, empathy, and tangibles—measured on a five-point Likert scale. Findings revealed that both internal and external factors significantly influence service quality, with respondents identifying staff training and technological advancements as particularly impactful. The overall level of service quality was perceived as very high across all dimensions, except for transport facilities, which received a moderate rating. Correlation analysis indicated moderate positive relationships between internal and external factors. However, a strong negative correlation between certain internal and external dimensions suggested challenges in harmonizing these influences. The study concluded that enhancing internal processes—particularly employee development—while adapting to external market demands is essential for sustaining high service quality. It recommends that hospitality organizations implement ongoing staff training, strengthen internal communication, monitor external trends, and adopt customer-focused strategies to maintain competitiveness and improve customer satisfaction. This research offers valuable insights for management to strategically address both internal and external factors to optimize service quality in Eastern Samar’s hospitality sector.

Keywords : Service Quality, Hospitality Industry, Internal Factors, External Factors, Customer Satisfaction.

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