Structural Equation Model of Guests’ Satisfaction of Inland Resorts in Region xii
Keywords:management, service quality, customer loyalty, green marketing practices, guest satisfaction, structural equation model, Philippines
The ultimate goal of this research undertaking was to determine the best fit model involving the following exogenous variables: service quality, customer loyalty, and green marketing practices to endogenous variable – guests’ satisfaction. For the purpose of data collection, a survey questionnaire was administered to the various Inland Resorts in Region XII, Philippines with 417 visited guests. Structural equation modelling was used to find the best fit model. Results revealed that service quality, customer loyalty and green marketing practices show a significant relationship with guest satisfaction. However, the three identified exogenous variables service quality, customer loyalty and green marketing practices emerged as key predictors of guests’ satisfaction considering its observed variables as depicted in the final and best fit model of this study.