Advisers

Dexter Ermin Duma

Discipline

Tourism & hospitality

Abstract

Service quality is a vital factor in the success of the hospitality and tourism industry, influencing customer satisfaction, loyalty, and awareness. Small establishments such as coffee shops contribute significantly to destination image by offering experiential value, social interaction, and memorable experiences. In San Jose del Monte, Bulacan, Coffee Path has gained recognition for its ambiance and service. However, limited research has examined how its service quality affects tourist awareness, including familiarity, recognition, and perception as a local destination. Service quality is measured through the SERVQUAL framework, which includes tangibles, reliability, responsiveness, assurance, and empathy. High service quality enhances customer perceptions, encourages positive word-of-mouth, and strengthens destination image. This study aimed to assess the service quality of Coffee Path and determine its influence on tourist awareness. This quantitative correlational study involved fifty-two local tourists who visited Coffee Path. Respondents were selected through purposive sampling to ensure relevant experience. Data were gathered using a validated questionnaire covering demographics, SERVQUAL-based service quality indicators, and tourist awareness measures. A four-point Likert scale was used. Statistical tools included frequency and percentage for demographics, weighted mean and ranking for service quality and awareness levels, and Pearson Product-Moment Correlation to examine relationships. The significance level was set at 0.05. Most respondents were aged 18–22, predominantly male, and local visitors, indicating strong appeal to young adults. Service quality was positively rated across all SERVQUAL dimensions. Tangibles ranked highest due to cleanliness and ambiance. Reliability and assurance built trust in service performance, while responsiveness and empathy improved customer interaction. Tourist awareness indicators showed increased familiarity and positive perception. Pearson correlation revealed r = 0.746 with p < 0.05, indicating a strong positive relationship and rejecting the null hypothesis. Findings confirm that service quality significantly influences tourist awareness. Strong performance in tangibles, reliability, responsiveness, assurance, and empathy enhances customer experience and destination image. Continuous service improvement, staff training, and promotional efforts are recommended to sustain awareness and competitiveness.

Keywords

service quality, servqual, ‎tourist awareness, ‎coffee shops, ‎hospitality industry, ‎tourism management, ‎tangibles, ‎reliability, ‎responsiveness, ‎assurance, ‎empathy, ‎customer satisfacti