Tabuyo, Jimford U, Koh, Jaya Mhea I, Hiponia, Kathleen Daniel V & Katsumata, Ellie S.
This study examined the service quality of selected DOT-Accredited touristic restaurants in Tagaytay City in terms of the expected and experienced quality. The researchers used SERVQUAL by Parasuraman, Zeithaml and Berry. This study aims to determine what influences the customer perception of expected quality in terms of reliability, attainability, tangibility, empathy and responsiveness during peak and lean season; to determine what influences the customer perception of experienced quality in terms of reliability, attainability, tangibility, empathy and responsiveness during peak and lean season; and to determine the significant relationship between expected quality and experienced quality during peak and lean season. The researchers used quantitative method research. Purposive sampling was used to collect data using survey questionnaire from 150 respondents. The results show that the restaurants have very good service quality for the expected and experienced quality assessment of customers and highly influential factors in terms of reliability, assurance, tangibility, empathy and responsiveness regardless of peak or lean season. There was a significant relationship between the expected quality and experienced quality. Specifically, the expected and experience quality has a positive correlation which means the relationship is direct. The expected quality is high, and high experienced quality too, and vice versa. On the other hand, it was based on peak and lean season. The results showed that only the expected quality was affected by the season.
Keywords: Service Quality, RATER, SERVQUAL, expected, experienced