Zeng Jianbo, Marjorie Bambalan
ABSTRACT
This descriptive study examined the relationship between the extent of implementation of Total Quality Management (TQM) strategies and the level of customer satisfaction in tourism enterprises. The participants included managers, employees, and customers from selected tourism establishments. A mixed-methods research design was employed, integrating quantitative and qualitative approaches. The quantitative component described the participants’ profiles, assessed the extent of TQM implementation—specifically in terms of quality planning, quality control, quality assurance, and quality improvement—and measured customer satisfaction with products and services across the dimensions of responsiveness, assurance, tangibility, reliability, and empathy. The qualitative component explored the problems and challenges encountered by managers and frontline employees in implementing TQM strategies, as well as the proposed plans of action to enhance TQM implementation and customer satisfaction. Data analysis utilized frequency and percentage distributions, mean, t-test/ANOVA, and thematic analysis. The findings revealed that tourism enterprises in Tagum City demonstrated a very great extent of TQM implementation, particularly among accommodation and recreation and entertainment enterprises, across all quality dimensions. In contrast, food and beverage enterprises generally exhibited only a great extent of implementation in several areas. Furthermore, customer satisfaction levels were consistently very high in accommodation enterprises, while food and beverage and recreation and entertainment enterprises attained high satisfaction levels, especially in tangibility, reliability, and empathy. These findings were further supported by the significant relationships identified between most TQM dimensions and customer satisfaction indicators. Based on these results, it is recommended that tourism enterprises—particularly food and beverage establishments—strengthen continuous quality improvement initiatives, enhance employee training on TQM principles, and institutionalize regular customer feedback mechanisms to further elevate service quality and customer satisfaction.
Keywords: Customer satisfaction, quality assurance, quality planning, Total Quality Management strategies, Tourism Enterprises
https://doi.org/10.57180/inyd8213