Marketing Mix and Customer Satisfaction Among DotAccredited Hotels In Koronadal City

His study was conducted to determine the domain of marketing mix that best influences the customer satisfaction of the Department of Tourism (DOT) -accredited hotels in Koronadal City, South Cotabato, Philippines. The study used a quantitative, non-experimental research design employing the correlational technique. The respondents of the study were 350 hotel guests who billeted at DOT- accredited hotels in the City and were selected through a random approach. An adapted and contextualized structured questionnaire was deployed to measure and establish the relationship between marketing mix and customer satisfaction. Moreover, the mean, Pearson r, and regression were used as statistical tools. Results of the study showed that the levels of the marketing mix and customer satisfaction were high. Also, the data revealed that marketing mix has a significant relationship with customer satisfaction. When regressed, it was found that observed variables of marketing mix promotion, people, process, and physical evidence statistically influence customer satisfaction. Of the four, the process domain emerged as the best influencer of customer satisfaction.