Lorie Laine Taguba, Charito Guillermo
ABSTRACT
This study aimed to assess the competencies of hospitality practitioners and their influence on service quality in selected business enterprises in Tuguegarao City. Using a mixed-methods approach, the research surveyed 139 employees and 133 customers from hotels, restaurants, airports, resorts, and transportation services through stratified random sampling. Data were gathered using an adapted six-part questionnaire incorporating the SERVQUAL model, with quantitative results analyzed through Weighted Mean and Pearson Product-Moment Correlation (r), and qualitative responses examined through thematic analysis. Findings revealed a “High” overall level of practitioner competencies (mean=3.09), particularly in customer service and operational efficiency, as well as a “High” level of service quality (mean=3.01) across tangibility, reliability, responsiveness, assurance, and empathy. A significantly strong positive correlation (p=0.000) was established between all competency dimensions and service quality attributes, indicating that stronger competencies directly enhance service delivery. Thematic insights highlighted sectoral challenges, including the need for improved physical facilities, greater operational efficiency, broader knowledge of local attractions, and enhanced training in health, safety, and customer service. These findings emphasize that strengthening practitioner competencies and addressing operational gaps are critical for sustaining competitiveness and fostering customer satisfaction and loyalty in Tuguegarao City’s hospitality sector.
Keywords: Competencies, customer satisfaction, hospitality practitioners, operational efficiency, service quality
https://doi.org/10.57180/jjua8905