International Journal of Research Studies in Management
CollabWritive Special Issue
2026 Volume 14 Issue 1
Available Online: 9 March 2026
Author/s:
Callo, Elmer F.*
Graduate School, Lyceum of the Philippines University – Batangas, Philippines
Ylagan, Alex D.
Lyceum of the Philippines University – Batangas, Philippines
Abstract:
The resort industry in Central Luzon is highly competitive, necessitating differentiation through superior customer experiences. However, limited research exists on the interrelationship between customer service orientation, ethical behavior, and quality management practices in this sector. This study investigates the impact of organizational culture, business strategy, and ethical leadership on employee perceptions of customer service orientation within a resort setting. The researcher utilized a descriptive quantitative research design to obtain customer service orientation and ethical behavior influence the quality management practices among resort hotels in Central Luzon, as assessed by resort employees using a survey questionnaire distributed via Google Forms or gathered personally. A total of 150 resort employees were identified as study respondents using purposive sampling. The weighted mean and ANOVA were utilized to determine whether there were significant differences in quality management practices across different resorts. The result of the study revealed that continuous employee training, clear communication, and ethical leadership were significant in promoting high service standards and fostering a positive organizational culture. Resorts can improve their quality management procedures, raise client happiness, and foster an environment of integrity and trust among staff and clients by creating a positive work environment as part of the development plan.
Keywords: resort industry, Central Luzon, customer service orientation, ethical behavior, quality management practices, organizational culture, service quality
DOI: https://doi.org/10.5861/ijrsm.2026.26006
Cite this article:
Callo, E. F., & Ylagan, A. D. (2026). Customer service orientation and ethical behavior influencing the quality management practices among resort in the Central Luzon Region. International Journal of Research Studies in Management, 14(1), 67-89. https://doi.org/10.5861/ijrsm.2026.26006
* Corresponding Author