Republic of the Philippines
Leyte Normal University
College of Management and Entrepreneurship
Tacloban City, Leyte, Philippines
CUSTOMER SATISFACTION: EXPLORING FOOD QUALITY AND SERVICE
QUALITY AMONG SELECTED FOOD ESTABLISHMENT IN TACLOBAN CITY
In Partial Fulfillment of the Requirements for the course
Research in Hospitality Management
June 2022
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TABLE OF CONTENTS
TITLE PAGE …………………………………………………………………………. 1
TABLE OF CONTENTS …………………………………………………………….. 2
CHAPTER I
Background of the Study ………………………………………………………... 3
Statement of the Problem ……………………………………………………...… 4
Significance of the Study ………………………………………………………...
5 Scope and Delimitation …………………………………………………….…..
6 Definition of terms ………………………………………………………....
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CHAPTER II
Review of Related Literature ……………………………………………………… 8
Theoritical Framework …………………………………………………….
… 9 Conceptual Framework …………………………………………….
…………. 10
CHAPTER III
Research Design ………………………………………………………… 11
Research Environment
………………………………………………………… 12 Research Respondents
………………………………………………………… 13 Sampling Procedure
…………………………………………………………. 14 Research Instrument .
………………………………………………………… 15 Data Gathering Procedure
…………………………………………………………. 16 Data Analysis
Procedure …………………………………………………………. 17
REFERENCES …………………………………………………………. 18
APPENDICES …………………………………………………………… 19
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CHAPTER I
Background of the Study
The hospitality and tourism industry is a growing sector of business in developing
countries. Customer satisfaction has become a major focus in every businesses to improved
service leads to increased satisfaction, which leads to increased profitability. Restaurant
operators must employ a variety of methods in order to attract and keep consumers and maintain
a competitive advantage. The restaurant industry is one of the most popular in the Philippines A
highly competitive business environment in the restaurant sector makes it essential for business
to meet customer expectation to survive in a long term. Customer satisfaction is essential to
restaurant business because it can influence customer loyalty, If a customer is loyal it increases
the chance that they will repeatedly that helps the business grow.
Today service industry growing rapidly there are number of service industries providing
different services to different kind of customers according to their taste and preferences.
Restaurants sector is one of the most important sector for every country, number of customers
visit different restaurant for their happiness. Some go for business meeting dinner, while some go
for friends and families birthday celebration, festival celebration, and so on, customer who go
with number of individuals spend more money in concern restaurant because they want to make
their visit in restaurant a remarkable moment, this study is basically conducted for Customer
Satisfaction Exploring Food Quality and Service Quality s, those customer who go with their
families and with large group of friends in restaurant usually look for quality food, good
environment, employees services, and security services. Group of families and friends as a
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consumer ignore high price of the restaurant because of high quality food and pleasurable
environment for their celebration. Some consumer go restaurant because they are not with their
family and homes, they will demand low price food and they will have to sacrifice with
employees, security services and food quality. Those consumers who are businessman most of
the time like to go restaurant with their families so there is no matter for them to give high price
in food quality restaurant.
Customer satisfaction is very important for getting restaurant success if customers are
satisfied with food quality restaurant they visit frequently they develop good relationship with
that restaurant. Existing customer’s retention much more important indicator than new customer.
Acquiring new customer is important but it is more costly than existing customer retention. Food
quality and customer satisfaction in restaurant sector playing an important role for success and
survival in today competitive market.
According to Mordor Intelligence the Philippines food service market is a highly
competitive market. Every business needs to provide goods and services to consumers that fulfill
their desire (Sowunmi, Omigie, and Daniel, 2014). Many similar studies have been conducted
examining/exploring customer satisfaction , food quality and service quality in different areas for
example the hotel industry (Dedeoğlu & Demirer, 2015), the automobile repair services sector
(Izogo & Ogba, 2015), and the food industry (Marinelli, Simeone, & Scarpato, 2015),Wang,
2015; Kafetzopoulos, Gotzamani, & Psomas, 2014, Bujisic, Hutchinson, & Parsa, 2014, Jang &
Ha, 2014). The first paper investigates whether or not customers the relationship between
service quality and customer engagement is handled by satisfaction Second study was to
explores the influence of service quality on customer satisfaction.
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The results of this studies is very relevant and helpful on the study that the researcher in
conducting “Customer Satisfaction: Exploring Food Quality and Service Quality Among
Selected Food Establishment in Tacloban City”. The rest of the studies stated above will be use
in creating the Review related literature in connection to the research that the we are conducting
to identify the relationship between Service Quality and Food quality to gain customer
satisfaction.
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Statement of the Problem
The aim of this study is to Explore the Food Quality and Service Quality on the selected
Food Establishment in Tacloban City.
1. To examine whether the food and service quality is really important on the customers
overall satisfaction in Selected Food Established in Tacloban City
2. How does quality food and services most influence customer satisfaction?
3. Exploring the relationship of service quality and customer satisfaction?
Significance of the Study
This research study is conducted to Customer Satisfaction Exploring Food Quality and
Service Quality in various food establishments through investigating the perceptions and level of
satisfaction of customers. Specifically, this study aims to assess the satisfaction of customers in
terms of food quality service in selected food establishments in Tacloban City. The results of this
study shall add to the sources of information in relation to food quality service management.
Additionally, the findings, conclusions and recommendations of this study is considered
beneficial to the following:
Respondents of the Study. The findings of this study will allow its participants or respondents
to assess their experiences in various food-related establishments in the city and will allow them
to analyze their preferences which can be a helpful data for the study and for the improvement of
food quality and service quality of various establishments in the city.
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Owners and administrators of food establishments in Tacloban City. The findings of this
study will be beneficial to the different food establishments of the city as it can provide source of
information on the level of satisfaction and preferences of the respondents in terms of food
services. These findings can serve as grounds for the improvement of their food preparation and
servicing for the betterment of their establishment’s income and stability.
Food establishment employees. The results of this study will be highly beneficial to the
employees directly working in the food service establishments as they understand the level of
satisfaction of their client’s. This will help them improve their practices and service to the
consumers and to alleviate the status and income of the establishment.
Students of hospitality, tourism and food service-related programs. The outcomes of this
study can serve as a guide to the students in exploring the various preferences and trends in food
service and preparation. This will allow them to understand their future profession and to better
adjust to it in preparation for their actual engagement in the field as future professionals.
Researchers. Researchers of similar studies can use this study as reference in their future
endeavor of studying similar themes and related topics. This study can add to the existing body
of knowledge in relation to hospitality and management particularly in food quality servicing and
management.
Scope and Delimitation of the Study
The aim of this study is to Explore Customer Satisfaction Food Quality and Service
Quality Among Selected Food Establishment in Tacloban City. The study will mainly
concentrate on the Food Establishment in Tacloban City, specifically Crispy King, Mang Inasal,
Jollibee, McDonalds and JC food spot. This study will be using the descriptive research design
under the Quantitative Method.
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This research will specifically focus at customers that eat and shop at Crispy King, Mang
Inasal, Jolibee, McDonalds and JC foodspot. The information will be acquired by visiting the
actual establishment and mailing Google forms to people we know who already dine and visit
the Food restaurant.
Definition of Terms
Customer- A customer is an individual or business that purchases another company's goods or
services
Customer Retention- Customer retention refers to a company’s ability to turn customers into
repeat buyers and prevent them from switching to a competitor. It indicates whether your product
and the quality of your service please your existing customers
Customer Satisfaction- Customer satisfaction is defined as a measurement that determines how
happy customers are with a company's products, services, and capabilities. Customer satisfaction
information, including surveys and ratings, can help a company determine how to best improve
or changes its products and services.
Exploring- To investigate, study, or analyze
Food Quality- Food quality is the quality characteristics of food that is acceptable to consumers.
This includes external factors as appearance, texture, and flavour
Hospitality Industry- Hospitality industry can be defined and understood as an industry which
provides facility for stay, food and complete related services for the comfort and leisure of the
travelers and visitors.
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Service Quality- Service quality measures how well a service is delivered, compared to
customer expectations
Tourism Industry- Tourism industry therefore can be defined as the set of industries which
facilitate the act of tourism completely by providing infrastructure and products and services and
make possible travelling for different purposes and travelling to places of leisure and business
interests. Tourism industry is all about providing necessary means to assist tourists throughout
their travelling.
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CHAPTER II
Review Related Literature and Related Studies
In today highly competitive environment the restaurant industry is fast growing industry in every
country of the globe. So in order to provide best food and best quality service the industry should make
efforts to make the service quality a benchmark for every customer to gain the competitive advantage in
the restaurant market. Even there is also the need of service quality in all sectors of business. So these
studies are purely based on the service quality measures and techniques to makes customer happy and
retain the customer to maximize the unpredictability. Considering the importance of client maintenance to
the fast-food restaurant's growth the fast-food restaurant has to to adjust to the changing and leaning of
clients and provide food its administration to attractive interest of the spot customers. Case in point, the
late climb in gas costs may restrain a few customers to eat at the nearby fast-food restaurant or make
fewer outings to the fast-food restaurant that is a more noteworthy separation from their area.
Additionally, those needs and inclinations may speak to different administration characteristics, for
example, the more noteworthy determination of sound sustenance’s, value dinners, quick exchange in
administrations, better good-natured remarks, 24/7 entrance, and respectful/cordial workers. When these
administration qualities are uncovered, the fast-food restaurant must to distinguish what administration
characteristics customers consider most vital and how well the fast-food restaurant is performing with
respect to its rivals regarding each of those notable administration properties. With an end goal to help the
fast-food restaurant upgrade its aggressiveness that depends on the customer impression of its general
administration quality in examination to different contender, this paper conducts an aggressive
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benchmarking study that means to make an interpretation of customer management food into similar
quality measures. Put basically, benchmarking is the procedure of making up for lost time with the best-in
class hone by seeing how the best association turned into the best (Balm, 1992). The idea of
benchmarking is to some degree unique in relation to that of benchmarks. As such, benchmarking is a
quality change instrument that constantly hunt down best-in class practices to seek after brilliance, though
benchmarks speak to estimations, for example, working measurements that gage the execution of a
capacity, operation, or business with respect to others (McNair and Leibfried, 1992; Bogan). It has been
demonstrated that the happy a customer is by administrations offered by a restaurant; the more likely he
or she is to revisit it in the future or recommend it to companions and associates (Kivela et al., 1999; Petti
john et al., 1997). Social effect appears to assume a vital part to this end: 44 for each penny of customers
that visit a restaurant for the time, seem to do as such at somebody's proposal while 10 for every penny
are reality be told joined by a previous customer (Smith, 1996; Stevens et al ).
The essential idea in this is that if everybody actions to furnish one's interior customers with
better management then external customers are liable to get management of higher quality (Lukas and
Maignan, 1996). Fundamentally, this is a chain response that outcomes inside quality stream down to
external customers (Woods, 1996). A few specialists have pushed that inability to fulfill the necessities of
a member in this interior quality chain, (for example, a specialist or division) makes issues at another
point (Oakland, 1989; Pfau et al., 1991), while others underline that inward quality is an essential to
outside quality (Berry et al., 1990; George, 1990; Gro ¨nroos, 1990; Silvestro et al., 1992). As more stress
is put on the nature of inside administrations, outside customers determine more fulfillments (Johnson,
1996; Schneider and Bowen, 1985). The idea of inside customers has uncommon significance when it
alludes to cutting edge faculty, (for example, customer support) in light of the fact that the fulfillment of
external customers generally relies on upon it; in this manner, the procurement of low-quality
administration by inner suppliers may have as an impact the procurement of low-quality support of
outside customers (Bowen and Johnston, 1999). Case in point, a bank employee can't serve clients in his
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or her line quick and efficiently if data innovation faculty neglects to furnish the teller with top notch PC
framework supply.
The administration environment or "services cape" additionally has a generous impact on
consumer loyalty with an administration experience. Bitner (1992, p. 58) portrays the services cape as the
"fabricated environment" or, all the more particularly, the "synthetic, physical surroundings rather than
the common or social environment". As indicated by Bitner, two of the most imperative parts of the earth
are spatial format and usefulness, and in addition components identified with stylish request. In view of
their impression of these two arrangements of elements, clients will have particular contemplations and
emotions (enthusiastic and physical) that will lead them to either approach or evade an administration
(Wakefield and Blodgett, 1994; Jang et al., 2011). The significance of the physical environment in
making feeling and consumer loyalty is especially correlated to the restaurant industry on the grounds that
cafes normally experience everything inside of the physical environment of the restaurant (Wall and
Berry, 2007). Ryu and Han (2010) state that when sustenance and administration are of worthy quality,
wonderful physical environment may focus their general fulfillment to a huge extent
Understanding the buyer is essential to attainment in the consideration industry (Goeldner
etal.,2000).Consumer motivation has often been scrutinize in terms of customer decision making,
fulfillment, encounter, environment and connections with others, and administration staff are trained to all
choices about management of the accommodation must to start with comprehension of the visitor and
determination of which choice "favors accomplishment for the inn as the arrangement well on the way to
deliver a high measure of visitor fulfillment" (p. 374). Fulfillment is comprehended to be anticipated by
administration quality (Sudin, 2011), and Nasution and Mavondo (2005) inferred that the in area have to
to concentrate particularly on furnishing quality administration for the elements of quality that are the
most vital to clients. While administration quality and fulfillment are vital all through the lodging
industry, they are no place more critical than in extravagance properties, where visitor expect great
(Dubois et al., 2005). Dubois and Laurent (1994) demonstrated that customers partner extravagance with
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words, for example, "expensive", "quality" and "class". Given that the twenty-first century is a period of
globalization, excessiveness products now go through all societies.
The restaurant business can be isolated into diverse sections as indicated by one of kind qualities
that characterize every segment. Every portion has particular qualities, despite the fact that a significant
number of the normal highlights can be perceived across more portions. There is no general
institutionalization of these sections, there have been various proposals identified with this
characterization (Goldman, 1993; Jones and Lockwood, 1998; Muller and Woods, 1994) Customers are
more leaning to assess their post-buy encounter at the property instead of item level. This quality based
methodology permits specialists to conceptualize a client's blended sentiment about an item or
administration. The target of the study was to analyze the connections between restaurant quality
properties (nourishment, administration and feeling) and client behavioral plans (return proposition and
comfortable). As customer impression of restaurant quality credits are considered to have different levels,
this study additionally analyzed the impact of three levels of restaurant quality (beneath normal, normal or
more normal). At long last, to record for intra-industry contrasts among restaurant portions, the study
additionally incorporated two distinct sorts of restaurants (upscale and fast administration) ( Mittal et al.,
1998).
Administration quality, which may be the most concentrated on restaurant quality feature, has
been characterized as the consumer’s judgment of the general incredibleness or majority of the
administration. In the restaurant business, administration quality is seen through elusive advantages, for
example, responsiveness, affability, mindful and proficient practices gave by the administration staff
(Stevens et al.1995)
Return expectation is characterized as the longing of a client to take part in rehashed appearances
to a foundation. Accordingly, return plan ought to be unmistakably differentiated from return behavior.
They reasoned that arrival expectation spoke to by client "needs" had a more noteworthy effect on return
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conduct than return aim spoke to by client "desires". Generally speaking, return proposition and return
conduct show connections. Nonetheless, what the client really does, contrasted with what they mean to
do, is hard to gauge. ( Sunderland and Öhman 2005)spoken exchange is characterized as the degree to
which a client advises companions, relatives and partners about an occasion that has made a certain level
of consumer loyalty or disappointment. Positive informal happens when a client is exceptionally fulfilled
by an administration and has a desire to impart this positive experience to other potential clients.
Accordingly, verbal exchange has been perceived as a standout amongst the most imperative
client practices that happen after the buy of products and administrations.
It is for the most part concurred that larger amounts of consumer loyalty lead to more elevated amounts of
behavioral aim, which is spoken to by return aim and expression of-mouth. Previous studies have
demonstrated a positive relationship between quality, consumer loyalty and behavioral intentions in the
connection of eateries; nourishment, administration and experience quality have been accounted for to
have a positive effect on consumer behavioral plan. ( Li and Petrick, 2010; Walter et al., 2010).
Some examination has recommended that the connections between eatery quality traits and client
behavioral expectations are both positive and straight (DiPietro et al., 2011). Subsequently, as study
members reported larger amounts of nourishment and/or administration quality, it was expected that there
would be a relating addition in their behavioral plans. On the other hand, different studies have reported
these connections to be non-direct or irregular. Although former exploration has reliably demonstrated the
connections between nourishment quality and client behavioral propositions to be both positive and direct
over a wide range of eateries, this is not the situation for a percentage of the other more regular restaurant
quality qualities. Case in point, past studies have demonstrated that speedy administration restaurant
consumers put the most elevated emphasis on the novel administration measurements of accommodation,
request exactness, immediacy and velocity of administration (Clark and Wood, 1998; DiPietro et al.,
2011; Sulek and Hensley, 2004), yet were not as imperative to clients of upscale eateries. Rather, upscale
restaurant clients expect elevated amounts of general administration quality, and exceptional
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administration brings about higher return propositions and more positive verbal (Han and Ryu, 2007;
Wall and Berry, 2007). The cost of the things on the menu can likewise significantly influence clients on
the grounds that cost has the capacity of drawing in or repulsing them (Monroe, 1989) The pricing of
restaurant items also varies according to the type of restaurant. If the price is high, customers are likely to
expect high quality, or it can induce a sense of being “ripped off.” Likewise, if the price is low, customers
may question the ability of the restaurant to deliver product and service quality. Moreover, due to the
competitiveness of the restaurant industry, customers are able to establish internal reference prices. When
establishing prices for a restaurant, an internal reference price is defined as a price (or price scale) in
buyers’ memory that serves as a basis for judging or comparing actual prices (Grewal et al., 1998). This
indicates that the price offering for the restaurant needs to be in accord with what the market expects to
pay by avoiding negative deviation
A vital variable driving fulfillment in the administration environment is administration quality.
On this matter, however, there is some contention in respect to whether consumer loyalty is a forerunner
or result of administration quality. One school of thought consider the administration quality as a
worldwide evaluation about an administration class or a specific association
2.1 Service quality
Early administration quality examination concentrated on enhancing quality (a journey not to be
neglected) and measuring the expense connected with quality change. The center of this study focused on
characterizing administration quality to see how to better accomplish ceaseless change. Parasuraman et al.
(1985, 1988) characterized administration quality as a general assessment which comes about because of
contrasting an association's execution and the client's general desires of how the industry ought to
perform. At first, the creators recognized ten administration quality measurements (1985) which were
later decreased to five (1988) (tangibles, dependability, responsiveness, certification, and compassion).
The majority of these identify with human communication components of administration conveyance.
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Since the 1980s, numerous exploration endeavors concentrated all the more nearly on comprehension the
connection of administration work force and clients as influencing clients' quality recognitions. Various
studies have explored the significance of the administration experience as influencing client view of
administration quality and fulfillment (Bitner et al., 1990, give an incomplete audit of these). Bitner et al.
(1990) utilized the discriminating occurrences procedure (Flanagan, 1954) in gathering reactions from
clients of inns, restaurants, and carriers (high-contact administrations).
The current aggressive environment, where most lodgings have comparable offices, the survival of inns
relies on upon conveyance of service quality bringing about client happiness (Mohsin and Lockyer,
2010). Wilkins et al. (2007) contended that there are three primary sorts of service quality in inns –
physical item, service experience and quality of sustenance and refreshment. Then again, Kimpakorn and
Tocquer (2007) focused on the expanding part of service quality in the light of the worker inspiration
needed to bolster the brand picture/guarantee of the inn. Chang (2006) exhibited that the identity qualities
of the bleeding edge workers of lodgings associated to the visitors' impression of service quality. Ineson
et al. (2011) pointed out that key pointers for magnificent service incorporate workers with energy for
service and for their work, and representative trustworthiness, reliability and capacity to manage crises.
On account of this, Vijayadurai (2008) presumed that inn supervisors ought to prepare their work force to
guarantee conveyance of amenable, aware and amicable service.
2.2 Customer satisfaction
Various studies have hypothetically and experimentally researched the relationship between
administration quality and fulfillment in numerous commercial ventures, for example, Internet keeping
money (Ramseook-Munhurrun and Naidoo, 2011), the US air transport industry (Grewal et al., 2010),
retailing (Voss et al., 2010) and administration plants (Olorunniwo et al., 2006). Bitner et al. (1990)
gathered 700 episodes from customers of carriers, housing and restaurant and underscore the significance
of links in the middle of representatives and visitors and reasoned that the workers' level of learning was a
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key calculate fulfilling the needs of the customer. Customers see that reckless spending give better value
analyzed than standard residence in the territories of dishonor and quality (Nasution and Mavondo, 2008).
Accordingly, customers anticipate that higher classified will give common fulfillment through better
nature of administration and offices. Wu and Liang (2009) recognized that a high quality of
administration, a wonderful environment and an absorbing background are all crucial for customer
fulfillment. Cadotte and Turgeon's (1988) study demonstrated that the climates of lodging anterooms and
nature of nourishment are key considers visitor fulfillment. Also, cleanliness of inn rooms, nature of
administration and workers' learning and administration were imperative variables deciding the
fulfillment of inn visitors. Additionally, bleeding edge administration suppliers in inns need to give an
institutionalized, organized and simplified conveyance procedure to fulfill their visitors completely
(Vijayadurai, 2008). Min et al. (2002) showed that regular visitors are educated around an administration
quality, and that visitors are liable to belittle the same on their next step.
Administration quality has been proposed as an in-number indicator of client maintenance and consumer
loyalty by numerous authoritative specialists. Administration quality is a drive of the consumer loyalty
that affects client dependability (Cronin et al., 2000).Administration quality is a key element for
consumer loyalty. It is a critical device for banks for enlarging their pay and piece of the overall industry
(Muyeed, 2012).
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CONCEPTUAL FRAMEWORK
FOOD QUALITY
SERVICE QUALITY CUSTOMER SATISFACTION CUSTOMER LOYALTY
ENVIRONMENT
Figure 1. Conceptual model of the relationships among study variables
THEORITICAL FRAMEWORK
The figure illustrates the relationships of the variables (Food Quality, Service Quality,
Environment Customer Satisfaction and Customers)
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CHAPTER III
Research Methodology
This chapter describes how the study will be conducted, the data collection process, the materials
that will be used as the study progresses, also known as research instruments, the subjects
involved in the study, the environment or setting where the study will be conducted, and how the
researchers will analyze the data collected.
Research Design
This study chose the descriptive research approach Descriptive research applied to
“describe the features of a population or phenomenon” (Bryman, and Bell, 2011, p.45; Bell, Bryman,
and Harley, 2018). Thus, the researcher uses descriptive method to describe a phenomenon and situation
particularly on how to satisfy the customer by the Food Quality and Service Quality among the selected
Food Establishment. The researcher is applying the Quantitative research method is the measurement of
numerical analysis of data collections through surveys, questionnaires and generalizing data over a bunch
of people or to show a certain event. The best way to quantitative research is a questionnaire or survey
(Anh To, 2018).
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Research Environment
The locale of this study will be conducted on the chosen Food Establishment in Tacloban City
namely Crispy King, Mang Inasal, Jollibee, McDonalds,
and JC food spot.
Crispy King
Crispy King is fast food business, specializing in fried chicken founded in the year 2015
in Cogon Combado Street, located in Sto. Niño Street, Downtown Tacloban City. Crispy King
offers siomai, lumpia and bola bola.
Mang Inasal
Mang Inasal s a barbecue fast food restaurant chain in the Philippines, established Iloilo City in
2003. Founded by Edgar "Injap" J. Sia II Mang Inasal is in Zamora Street Tacloban City
MacDonald’s
MacDonald’s
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CUSTOMER LOYALTY
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