Service quality of DoT-accredited travel agencies in Lucena City, Philippines

Abstract

The main purpose of this study was to assess the service quality of DOT-accredited travel agencies in Lucena City and to identify areas that required improvement to enhance customer satisfaction, thereby increasing their competitiveness and success. The study was anchored in the SERVQUAL theory proposed by Parasuraman et al. (1988), which expanded the understanding of service quality by categorizing it into five essential dimensions: tangibility, reliability, responsiveness, assurance, and empathy, forming the SERVQUAL model. The respondents of the study consisted of one hundred twenty-five (125) individuals, specifically customers who had availed themselves of the services of DOT-accredited travel agencies in Lucena City. The study employed probability-stratified sampling. The results revealed that DOT-accredited travel agencies in Lucena City performed exceptionally well in terms of service quality, exceeding customer expectations across all five SERVQUAL dimensions. Furthermore, the application of the SERVQUAL model indicated a highly positive customer experience, with high satisfaction levels reported in all dimensions.