Filipino Brand of Service Excellence Towards Global Hotel Service Standards

This study examines how global service quality frameworks can be culturally adapted to the Philippine hospitality context through the integration of the Filipino Brand of Service Excellence (FBSE) 7Ms. Anchored in service quality theory and market orientation theory, the research addresses the limited cultural sensitivity of widely used models such as SERVQUAL, SERVPERF, and the Grönroos model when applied in culturally embedded service environments. A qualitative synthesis review design was employed, drawing on peer-reviewed journal articles, dissertations, and conference proceedings sourced from Scopus, Web of Science, and Google Scholar. Using PRISMA-guided selection procedures, 61 relevant studies published within the last decade were systematically analyzed through thematic and content analysis. The findings reveal that empathy, emotional engagement, employee performance, and culturally grounded values are central determinants of customer satisfaction and loyalty in hotel services. Filipino service values—particularly Malasakit, Makatao, Masayahin, and Maka-kalikasan—were found to reinforce and enrich global service quality dimensions by adding relational depth, emotional authenticity, and ethical orientation. The synthesis further highlights the importance of balancing technological innovation with human-centered service delivery, especially in post-pandemic hospitality contexts where safety, resilience, and trust have become critical service quality expectations. The study concludes that integrating the FBSE 7Ms with global service quality frameworks results in a Filipino Global Hotel Service Quality Model that is both internationally competitive and culturally resonant. This model enhances customer satisfaction, loyalty, and brand differentiation while supporting policy-relevant and sustainable hospitality standards. The study aligns with SDG 8 (Decent Work and Economic Growth), SDG 9 (Industry, Innovation and Infrastructure), and SDG 12 (Responsible Consumption and Production) by promoting workforce professionalism, innovation balanced with human values, and environmentally responsible hotel operations. Overall, the research contributes to socio-economic, institutional, cultural, and environmental sustainability by advancing a culturally informed, resilient, and human-centered approach to service excellence in the Philippine hotel industry.