Marketing Mix and Service Quality Dimension as Determinants of Customer Satisfaction on Selected Beach Resorts of IGACOS, Davao Del Norte, Philippines

This study aimed to determine the relationship between the marketing mix, service quality, and customer satisfaction on selected beach resorts in Island Garden City of Samal, Davao del Norte. A descriptive correlational design was used in this study with 300 respondents. To determine the interrelationships between the marketing mix and service quality to customer satisfaction. Pearson product-moment correlation was used in the study. Multiple linear regressions were employed to evaluate the major predictor of customer satisfaction. This analysis revealed that the extent level of the marketing mix as perceived by beach resort guests was high. Still, the level of service quality and customer satisfaction were also very high. Moreover, the marketing mix was moderately significant to customer satisfaction, and service quality was highly correlated to customer satisfaction. On the other hand, the independent variables—marketing mix and service quality could significantly influence customer satisfaction. The researcher recommends the owner should always be on the lookout for new ways to advertise their business.