HANDLING GUEST GUEST/COMPLAINTS:

STRATEGIES FOR SERVICE RECOVERY OF CASUAL DINING

RESTAURANTS IN NUEVA VIZCAYA

In Partial Fulfillment
of the Requirements in Professional
Development and Applied Ethics

GROUP I
Dupenio, Rosemarie M.
Aginao, Robie
Hilario, Zhyza Mae
Delacruz, Monica
Beso, Elisha Mariz
Tayambong, Margie
Campoy, Aldrin Jay
Adzuara, Mark Joseph

December 2023

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ABSTRACT

In the restaurant business, customer satisfaction can be linked directly to restaurant sales;

thus, it is important to identify which perceived quality factors more strongly affect customer

satisfaction or dissatisfaction. The purpose of this study was to find customer complaints in

Roadway Grill and Restaurants. The results shows that that there are some complaints in

accordance to the taste of food, the texture, and the way they’re serving. Satisfied customers

says that the Restaurant has a clean and stable ambiance, the staffs are accommodating and

approachable. Another one complaint is the long wait in serving their orders. Study results

provide some meaningful information for restaurateurs in making a marketing strategy.

The purpose of this paper is to investigate the service recovery strategies used by

restaurant managers of classified restaurants after service failure, and the intention of the

customers to return after service recovery.

Understanding your customer well is a vital factor in this Industry. Complaints can help

restaurateurs to reduce risks and also they can be more prepared for the future operation.

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ACLNOWLEDEMENT

First and foremost, praises and thanks to the God, the Almighty, for His showers of
blessings throughout our research work to complete the research successfully.

We would like to express our sincere and deep gratitude to our research supervisor,
Ma’am Teresita Barangay, for giving us the opportunity to do research and providing
invaluable guidance throughout this research. Her dynamism, sincerity, vision and
motivation have deeply inspired us. She has taught us the methodology, statement of the
problem and objective of the study to carry out our research and to present it the research
work clearly as possible. It was a great privilege and honor to work and study under her
guidance. We are extremely grateful for what she has done for us. We would also like to
thank him for her empathy, friendship, and great sense of humor. We’re extending our
heartfelt thanks to his family and friends for their acceptance and patience during
discussion we had with him on research work preparation.

We’re extremely grateful to our parents for their love, prayers, caring, support and
sacrifices for educating and preparing us for our own future. We were very thankful to our
friends and families for their love, understanding, prayers and continuing support to
complete this research work. Also we would like to express our thanks to our brothers and
sisters for their support and valuable prayers. We’re forever grateful for the unconditional
love and support throughout the entire research process and every day.

Lastly, our thanks go to all the people who have supported us to complete the
research work directly or indirectly.

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TABLE OF CONTENTS
I. INTRODUCTION
Theoretical Framework……………………………………………………………
Significance of the Study………………………………………………………….
Scope and Delimitation……………………………………………………………
Statement of the Problem………………………………………………………….
Objective of the Study…………………………………………………………….
Respondents of the Study………………………………………………………….
Definition of Terms………………………………………………………………..

II. REVIEW OF RELATED LITERATURE

Review of Related Literature……………………………………………………...

III. METHODOLOGY
Method of Research………………………………………………………………
Subject of the Study………………………………………………………………
Description of Research Instrument………………………………………………
Data Gathering Procedure………………………………………………………...
Data Collection and Questionnaire……………………………………………….
Data Gathered…………………………………………………………………….

IV. DSCUSSION AND RESULTS

Part 1. Profile of the Respondents………………………………………………..
Part 2. Perceived Customer Complaints of Casual Dining Restaurants………….
Part 3. Casual Dining Restaurant Manager,
Operator/Owners Practices handling Customer Complaints…………………….

V. SUMMARY, CONCLUSION, RECOMMENDATION

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CHAPTER I
THE PROBLEM AND ITS BACKGROUND
This chapter includes the introduction, theoretical framework, statement of the
problem, scope and limitations, significance of the study, and the definition of terms used.

INTRODUCTION
Nueva Vizcaya was given the name of the Spanish province of Vizcaya, which is
located in the Basque Country, as a result of the early Spanish occupation. Since then, it
has become the home of numerous ethnic communities, including the Ilongots (Bugkalot),
Isinays, Gaddangs, Igorots, and Ifugaos, as well as immigrants from nearby provinces,
such as the Ilocanos—who make up the majority of residents in Nueva Vizcaya, making
Ilocano the main dialect spoken among others. Most of its inhabitants are also able to
communicate in English.
Due to its chilly and pleasant environment, Nueva Vizcaya is also referred to as
lowland Baguio. The region is made up of mountains, forests, plains, and valleys. A
number of major rivers, including the Magat, Matuno, Marang, and Sta, are also present.
both Fe and Sta. Cruz, from which one can access the Magat River, which empties into the
Cagayan River.
Nueva Vizcaya shares similar natural resources with its neighboring provinces,
including fertile soil, an abundance of rivers, and a population that can support themselves
by farming, raising pigs and cattle, and fishing. Nueva Vizcaya residents, especially the
Ilocanos, are fans of simple, healthy foods and boast of delicacies like pinakbet, a
vegetable dish distinguished by the distinct flavor of the shrimp paste or bagoong, and
dinengdeng, a vegetable dish with fish as the star ingredient and bagoong as the soup base.
Residents of Nueva Vizcaya, particularly the Ilocanos, are fans of simple, healthy foods,
and they are particularly proud of delicacies like pinakbet, a vegetable dish distinguished
by the distinct flavor of the shrimp paste or bagoong, and dinengdeng, a vegetable dish
with fish as the star ingredient and bagoong as the soup base. This factor allows several
restaurants to be established in the region.

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The rising volume of restaurants in Nueva Vizcaya especially Casual Dining
Restaurants is facing many conflicts in accordance to their customer satisfaction. The last
thing we want when we invest time, energy, and effort into our restaurant business are
complaints and unfavorable reviews. It can be incredibly discouraging and give you the
impression that your company is failing. But knowing the most typical complaints will
help you be prepared to recognize them and strive to prevent them. Here are some tips for
managing a restaurant, gastropub, or hotel to help you steer clear of the most frequent
complaints. Low-quality food is one of the main grievances against eateries. Although the
cost of your meal will often determine this, even cheap eateries often encounter complaints
about small portions or subpar food quality. People will feel duped if the standard isn't
what they expect after opting to spend their money in your restaurant. Before realizing
their food has been out for more than 30 minutes, visitors can only keep themselves
entertained with nice conversation for so long. A restaurant's cleanliness and hygiene
standards are something that patrons hope for. They'll be inspecting the serviettes and
tablecloths to make sure they're clean and free of stains or other impurities. Additionally,
they will check glasses and utensils for lipstick stains, watermarks, and food residue. One
or two waiters will serve your guests for the majority of the dining experience.
Accordingly, they might force a visitor to give a positive or negative review, based on how
they treat them. A company needs to make money and generate income, but pricing
products fairly is even more crucial. To determine the right costs for your business, you
might need to conduct some market research. If you believe you provide a fine dining
experience using seasonal and regional ingredients, you can frequently afford to boost your
pricing. For a high-quality lunch, people will spend more money.
The restaurant sector is demanding and stresses on the provision of high level
service. Customers will therefore expect excellent food, outstanding services, attractive
ambience and reasonable price (Ford, Sturman and Heaton, 2015). If the expectations are
met or exceeded, satisfaction will result but if the outcome will be below expectations, it
will lead to dissatisfaction. Dissatisfaction is more often as a result of service failure for
example offering poor quality food, service, physical environment or incorrect billing.
Dissatisfied customers have two options; either to express their dissatisfaction
(complaining) or walk away. Service recovery strategies after service failure not only

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contribute to retaining and gaining more customers but also prevent customers from
switching to other competitors.

THEORETICAL FRAMEWORK
Independent variables Dependent variable

Service failurein
 Service quality
 Food quality Service recovery
Distributive justice Customer’s
 Physical Return
environment Interactive justice
Procedural justice Intention

Figure 1: Theoretical frame work of the study

SIGNIFICANCE OF THE STUDY

The research goal designed to help business entrepreneur to have a new idea of a
new business strategy that can help to minimize the problems and potential problems of a
restaurant in Nueva Vizcaya in accordance to its customer complaints that can lead to a bad
market review.

SCOPE AND DELIMITATION

This research is conducted on November 30, 2023 in Roadway Grill and
Restaurant, Pawak Masoc, Bayombong Nueva Vizcaya, a total of 20-30 respondents from
different ages and ethnicity.

STATEMENT OF THE PROBLEM

The study will determine and understand customer complaints and examine strategies for
service recovery of casual dining restaurant in urban towns of Nueva Vizcaya.
Specifically, the study will find answers to the following

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1. What is the socio- demographic profile of the customer respondents as to:
1.1 Age
1.2 Sex
1.3 Educational attainment
1.4 Ethnicity
1.5 Family income
2. What is the profile of casual dining restaurant manager as to:
2.1 Age
2.2 Sex
2.3 Educational attainment
2.4 Seminar/ training attended
2.5 NCII acquired
3. What are the customer participants assessment of the level of service complaints in casual
dining restaurant in relation to :
3.1 Food and Beverage Service
3.2 Personal qualities
3.3 Intercultural communication competence
4. Is there a significant difference on the level service complaints as assessed by customer
respondents?
5. What are the casual dining restaurants manager level competence in handling customer
complaints in relations to:
5.1 Food and beverage service
5.2 Attitude of personnel/ human resource management
5.3 Information communication
5.4 Resource management
6. Is their significant difference of the level of competence in handling customer complaints
when group according to the demographic profile of the casual dining restaurants
manager?
7. What are the strategies to be formulated for service recovery of the casual dining
restaurants?

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OBJECTIVE OF THE STUDY
The objective of the study is to determine and understand customer complaints and
examine strategies for service recovery of casual dining restaurant in urban towns of Nueva
Vizcaya.
 To determine the socio- demographic profile of the customer respondents as to:
o Age
o Sex
o Educational attainment
o Ethnicity
o Family income
 To determine the profile of casual dining restaurant manager as to:
o 2.1 Age
o 2.2 Sex
o 2.3 Educational attainment
o 2.4 Seminar/ training attended
o 2.5 NCII acquired
 To determine the customer participants assessment of the level of service complaints in
casual dining restaurant in relation to :
o 3.1 Food and Beverage Service
o 3.2 Personal qualities
o 3.3 Intercultural communication competence
 To determine if there a significant difference on the level service complaints as assessed
by customer respondents
 To determine the casual dining restaurants manager level competence in handling
customer complaints in relations to:
o 5.1 Food and beverage service
o 5.2 Attitude of personnel/ human resource management
o 5.3 Information communication
o 5.4 Resource management

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 To determine the significant difference of the level of competence in handling customer
complaints when group according to the demographic profile of the casual dining
restaurants manager?
 To determine the strategies to be formulated for service recovery of the casual dining
restaurants

RESPONDENTS OF THE STUDY

The respondents of this study will be coming from the guests and customers of
Roadway Grill and Restaurant located at Bambang, Nueva Vizcaya. A total of 15
questionnaire will be given to a 15 respondents. A interview will also be conducted in
some of the staff and personnel of Grill Hub.

DEFINITION OF TERMS
Gastropub- a gastropub or gastro pub is a pub that serves food of a similar quality to a
restaurant.
Serviettes- a table napkin.

CHAPTER II
REVIEW OF RELATED LITERATURE

A complaint is a written or spoken statement in which someone says that somebody has
done something wrong or that something is not satisfactory. A customer complaints is an
important factor in a restaurants because a customer complaint can emphasize a problem that
might be related to an organization’s product, employees or internal processes and by hearing
this complaints a restaurant can investigate and improve its services to avoid additional
complaints in the future.

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Complaints can also be looked at as those actions that directly convey expressions of
dissatisfaction following service deliveries that fall short of acceptable or tolerable standards
(Halstead & Droge, 1991). Customers complain when they experience a service performance
that falls below their expectation, and the consequent dissatisfaction they feel. Thus, dissatisfied
customers are more likely to complain than satisfied ones (Keiningham et al, 2015). Complaint
handling is therefore the procedures and actions of service providers aimed at addressing
customer complaints and recovering dissatisfied customers (Taleghani et al, 2011). Based on the
various ways customers express their displeasure with service failure, Crie and Ladwein (2002)
identify complainers and non-complainers as two distinct groups of customers that experience
dissatisfaction; while Taleghani et al (2011), Singh (2008), Strauss (2002, 2004) and Stauss and
Schoeler (2004) classify consumers into four broad categories based on their reactions to
dissatisfaction. These are passives, voicers, irates and activists.

REVIEW OF RELATED LITERATURE

One of the complaints that is common in the Hospitality Industry is service delivery
failure can put restaurants out of business. According to Michel (2001), service failure occurs
when the expectations set by the customer are not met by the service performed. Majority of
customers who experience service failure that is either unresolved or dealt with in an inadequate
manner will usually not return to the service provider (Bamford and Xystouri, 2006). If a
customer perceives that a service firm could have prevented a service failure and does not, the
customer will exhibit a very negative reaction. Approximately 90%-95% of dissatisfied
customers choose to change providers rather than lodge a complaint (Tax and Brown, 1998),
such customers find complaining unpleasant and do not believe that anybody is willing to help
them resolve the problem, so they decide to take no action. The major types of service failure in
restaurant sector are slow service, inefficient staff, food and beverage quality problem,
cleanliness, unfriendly and unhelpful staff, incorrect billing, untidy staff and physical evidence
lacking ambience ( Dutta et al., 2007).

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As customer satisfaction is the most important factors affecting service management, it is
important to marketers and scholars (Rust and Oliver, 1994). In fact, many researchers have
applied customer satisfaction to the service industry (e.g. Almanza, Jaffe, and Lin, 1994;
Andaleeb and Conway, 2006; Barsky and Labagh, 1992; Gabbie and O'Neil, 1996; James, 1995;
Johns and Tyas, 1996; Oh, 1999, 2000; Oliver, 1980, 1981). Furthermore, due to the influence
of customer satisfaction on repeat purchases and word-of-mouth recommendations, customer
satisfaction is deemed to be critical for all businesses (Berkman and Gilson, 1986; Yüksel and
Yüksel, 2002). Many scholars have defined customer satisfaction differently. According to Dube
et al., (1994), customer satisfaction is “an indicator of whether customers will return to a
restaurant” (p. 39), or “customer satisfaction is the leading criterion for determining the quality
actually delivered to customers through the product/service and by the accompanying servicing”
(Vavra, 1997, p. 8). Although many scholars suggest various definitions of customer
satisfaction, the definition proposed by Oliver (1980) has been mostly widely accepted (Pizam
and Ellis, 1999). Many researchers have tried to verify the validity of this theory (e.g. Oliver and
DeSarbo, 1988; Tse and Wilton, 1988).
Dissatisfied consumers who complain have a higher level of repurchase intention than
those who do not complain (Johnston, 2001; Lau & Ng, 2001). Consequently restaurants do not
only devise initiatives to forestall service failures that may trigger complaint behaviours; they
also devise ways of handling consumer complaints resulting from service failures when they
arise.

CHAPTER III
METHODOLOGY
The target population included managers working in Roadway Grill and Restaurant
classified restaurants and their customers. The sample size of 27 customers. Simple random
sampling technique was used.

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Simple random sampling technique was utilized to gather and determine the data in
Roadway Grill and Restaurant to determine the samples. There are 27 randomly approached
respondents of diverse socio- profile participated to collect data about service complaints and the
owner’s approach on the mentioned problem.

STATISTICAL TREATMENT
The researcher conducted the study and used descriptive statistics such as frequency
count, percentage and mean were used to determine the demographic data in terms of age, sex,
educational attainment, ethnicity, and family income and the level service complaints as assessed
by customer respondents.
A four-point Likertscale which is intended to measure the respondent’s level of
satisfaction on the service given by Roadway Grill and Restaurant to their customers has the
following qualitative description:

Rate Qualitative Description

4 Always

3 Often

2 Sometimes

1 Never

Inferential statistics, specifically the Pearson Product Moment Correlation Coefficient

(Pearson-r) was used to determine the relationship between respondent’s socio-demographic and
the level of satisfaction on the service given by Roadway Grill and Restaurant.

The correlation matrix to determine the relationship between the variables is as

follows:

Range of Correlation Coefficient Degree of Correlation

4.00 -3.01 High Level of Satisfaction

3.00 -2.01 Moderate Level of Satisfaction

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2.00 -1.01 Somewhat Moderate Level of Satisfaction

1.00 -0. 99 Not Satisfied

DATA GATHERING PROCEDURE

The study conducted during 2023-2024 at Roadway Grill and Restaurant the following
technical procedures is considered:
 The researchers secured and approved the request letter to conduct the study in Roadway
Grill and Restaurant.
 The researchers immediately worked on the revision research questionnaire instrument
that was validated by some experts in the field. Survey from customers, owner, and
employees are useful enough for the needed data on handling guest complaints.
 After given permission, the researchers explained the purpose of the study to the selected
respondents and they made sure each participant corresponds to their predefined criteria.
 The researchers collected the data by means of survey questionnaire that compromises
their name, age, sex, ethnicity, relevant seminars/training attended, NCII, and the
Number of years employed.
 After the respondents have taken the survey the papers were checked, tallied, interpreted
and analyzed.
DATA COLLECTION AND QUESTIONNAIRE
The data used for this study were collected in Bayombong, Nueva Vizcaya. Surveys were
conducted on November 20, 2023. Because 15 minutes is enough time to complete all
questionnaires, surveys commenced with a question saying whether respondents have 15
minutes or not. Furthermore, survey did not allow to young people under the age of 18 to
participate because of their lack of knowledge about the subject. Finally we selected respondents
who had visited a full-service restaurant within the day. The selected full-service restaurants
provided full table services and the average guest check was at least PHP 150.00 per person. Of

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the 27 questionnaires collected, 3 were incomplete and were eliminated. As a result, a total of 30
questionnaires were used in the data analysis.

CHAPTER IV
RESULTS AND DISCUSSION
1. Socio-demographic Profile of the Customer
Figure 1. Age (gamitin niyo nalang table para uniform)

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Age

11%
4%
7% 37%

11%

7%
22%

21-25 36-40 26-30 41-45 31-35 46-50 others

Figure 2. Educational Attainment

EDUCATIONAL NUMBER OF PERCENTAGE OF

ATTAINMENT CUSTOMER CUSTOMER

High School Graduate 5 19%

College Level 12 44%

College Graduate 7 26%

Graduate Level 43 11%

Part 2. Perceived Customer Complaints of Casual Dining Restaurants

Figure 1. Customer Complaints

Scale Rating Description
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4 Always (A) Done at all times
3 Often (O) Done repeatedly with short interval
2 Sometimes (S) Done rarely
` 1 Never (N) Not being practices

Customer Complaints 4 3 2 1
(%) (%) N

A. Food and Beverage Service

1. No menu card given on presented you selection of 0% 0% 11% 89%

food

2. Slow good service and long waiting time in serving 0% 7% 56% 37%

3. On the Type of food served:

3.1. Bland taste of food 0% 19% 44% 37%

3.2. Food served are tough or too soft 4% 11% 63% 22%

3.3. Temperature of food served:

3.3.1. Hot food should be served hot 22% 63% 11% 4%

3.3.2. Cold food should be served cold 4% 26% 67% 4%

3.4. Too sweet and too salty taste of food 0% 11% 26% 63%

3.5. Serves expired food 0% 4% 0% 96%

3.6. Food is stale and not fresh 0% 0% 7% 93%

B. Personnel Behaviors/Attitudes

1. Lack of gracious skills in answering attending to 11% 19% 30% 41%

request and complaints

1.1. Very Emotional 4% 0% 11% 81%

1.2. Not smiling and with harsh face 4% 4% 22% 70%

1.3. Shot at customers 4% 52% 19% 26%

2. No good manners and right conduct to customers 0% 7% 15% 78%

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3. Not properly dressed 0% 63% 37% 0%

4. Lack of personal hygiene 4% 0% 26% 70%

5. Inefficient way of serving food due to lack of skills 0% 33% 44% 22%

6. Personnel are not customer friendly 0% 22% 15% 78%

C. Intellectual Communication Complaints on the

Personnel of the CDR

1. Not open to attitude to respect customers food belief 19% 4% 33% 44%
(religious belief)

2. Does not interact with members of other cultures 0% 4% 63% 33%

3. Offending other through discriminatory remarks 0% 0% 7% 93%

4. Does not listen to customer’s request 0% 7% 37% 56%

5. Does not use non-verbal communication (body 0% 0% 11% 89%

language) for easy understanding of customers who
are PWD, foreigner one who cannot speak the same
language.

Part 3. Casual Dining Restaurant Manager, Operator/Owners Practices handling

Customer Complaints

Scale Rating Description

4 Always (A) Done at all times
3 Often (O) Done repeatedly with short
interval
2 Sometimes (S) Done rarely
` 1 Never (N) Not being practices

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Practices of Handling Customer Complaints 4 3 2 1
A O S N

1. Address customer complaints by:

1.1. Listening to their complaints 100% 0% 0% 0%

1.2. Apologize and not defensive 80% 20% 0% 0%

1.3. Acknowledge the mistake and connected 20% 70% 10% 0%

1.4. Explain your side by telling them what you 60% 30% 10% 0%
can do

2. Show of Proper Attitude

2.1. Manager/personnel should remain calm 80% 20% 0% 0%

2.2. Address customers politely with “sir” or “ma’am” 50% 40% 10% 0%

2.3. Focus on the problem not the person or customer 0% 40% 60% 0%

2.4. Don’t take criticism personally 30% 60% 10% 0%

2.5. Show respect and empathy by using such phrases

as:

2.5.1. I can understand what you feel 80% 20% 0% 0%

2.5.2. I appreciate what you’re saying 40% 50% 10% 0%

2.5.3. Thank you for reminding us 50% 50% 0% 0%

2.6. Make the customer part of the solution, not part 90% 10% 0% 0%
of the problem and remember you can never win
an argument with a customers.

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RESULTS
Part 1. Profile of the Respondents

We surveyed 27 customers in Roadway Grill and Restaurant 13 of them is male, which is

48% and 14 females that is 52%.
Figure 1 shows the ages of the customers we surveyed, the chart shows that 37% is from
the ages 21-25, 22.22% is from the ages 26-30, 7.40% is from the age group ranging 36-40,
11.11% is from the ages 41-45, the 31-35 age group has 7.40%5, 46-50 has 3.70%, and others
that has 11.11%. The dominant age group is ranging from 21-25 that has 37% of the total
population of 27.
Figure 2 shows that 44% of the customers that we surveyed is in College level, 26% is a
College Graduate, 11% is Graduate level, and 19% is High School Graduate. The researchers
concluded that almost half of the surveyed customers is in College Level and some of them is a
tourist from different provinces, one of them is Robin Santos he is from Cabanatuan City, Nueva
Ecija. According to him he heard about Roadway Grill and Restaurant in his friend, the Skyscape
360 is their final destination and they just came by to eat at the restaurant.
Almost all of the respondents is under the Indigenous People tribe 70% of the total
surveyed customers from various Ethnic Groups and almost all of them is under
Ikalahan/Kalanguya tribe. 30% is in Non-Ethnic Group and they’re Tagalog and Ilocanos.
According to our survey 22 seminars is attended by 12 respondents but 15 of them doesn’t
attended any of the said seminars or trainings. 27% attended a seminar related to
organizational/human resource management. According to a Respondent he/she attended all of
the said seminars and trainings, he/she has two national certificates Cookery and Bartending.

Part 2. Perceived Customer Complaints of Casual Dining Restaurants

In Figure 1 Customer Complaints: Food and Beverage Service the data gathered shows
that Roadway Grill and Restaurants is always presenting their menu card and all of the dish
presented in the menu is almost all of them is available. 56 percent said that they have a slow
good service and a long waiting time in serving the food. The taste of the food the respondents
dominant choice is sometimes the food is bland, tough, or too soft. According to the Respondents

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hot food and cold food is serve according to their right temperature, sometimes. The data shows
that the restaurant doesn’t serve expired and not fresh food, they also doesn’t serve salty foods.
In Figure 1 Customer Complaints Personnel Behavior/Attitude the result is divided, in
accordance to the lack of gracious skills in answering to guest complaints the respondents says
that sometimes the staffs is not approachable and not friendly when handling their requests. The
respondents says that the staffs has a good manner and right conduct. According to a professional
we interviewed the staffs and personnel in Roadway Grill and Restaurant is not properly dressed,
one of the cashier is wearing rip jeans and their hair is not tied up. In serving the food the
respondents, especially the professionals noticed that the staffs doesn’t have a good skills in
serving the food, we researchers as a student under BSHM also noticed the same scenario.
In Figure 1 Intellectual Communication Complaints on the Personnel of the CDR all of
the respondents or almost all of them says that the Restaurant doesn’t have any discrimination
and they can also communicate through various forms of communication. The data also shows
that sometimes they don’t listen to customer complaints.

Part 3. Casual Dining Restaurant Manager, Operator/Owners Practices handling

Customer Complaints
The table shows that Roadway Grill and Restaurant handle their guest complaints well.
They listen to their customers complaints and take immediate action. They apologize and offer
complimentary foods and sometimes discounts. According to Ma’am Dhyrel Joy Aliaga a staff in
Roadway Grill and Restaurant, they encountered many complaints before and some of them is
the long wait in serving their orders but they handle it well by giving free foods and she also said
that they give free soup in advance. In handling customer complaints they said that they’re
always calm and doesn’t use harsh force.
They’re always calm in handling guest complaints they always listen and understand the
feeling of the customer. They also said that they didn’t encounter a walk out customer until now.
They always consider the saying “customer is always right”. They respect their customers.

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CHAPTER V
SUMMARY, CONCLUSION AND RECOMMENDATION

SUMMARY
The main focus of this study is the outcome and impact of complaint investigations On
individual complainants in care services and on the services complained against. The aim is to
ensure that people receive high quality care and to support and Encourage the development of
better ways of delivering care services. While there have been some studies of the process of
investigating handling complaints, there has been little or no research of its impact on services.
This project seeks to identify the difference a complaint investigation makes to outcomes for
people using the service. The core of the research was a set of qualitative interviews and
questionnaire with complainants and service providers.

The research has identified a number of important considerations for the

development of better practice in the response to complaints throughout the care
services system. It shows that good communication is key to good outcomes from
complaints. Information sharing, sensitivity and engagement are fundamental to
making progress in relation to both individual complaints and system-level learning.
The role and potential of the Care Inspectorate in supporting this system and helping
to lead developments is significant.

This research also shows that handling complainants want workable solutions and find the
defensive attitudes of some service providers very difficult. Complaining is not a
pleasurable activity; it is resource-hungry and stressful. Complaining is considered to
be ‘worth it’ predominantly where change is successfully achieved. It is therefore
crucial for complaints to be taken in the right spirit, using them as learning
opportunities. The research shows that listening to complainants has a key role to
play in both reducing consumer detriment and making service improvements. The
Care Inspectorate shows up as having an important role in leveling the playing field

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for complainants, given the relative imbalance of power and information held by
providers.
Improved service outcomes are considered fundamental to successful complaint
resolution. Apology is not enough, and compensation is not a priority for
complainants. The key desired outcomes are both ‘hard’ and tangible (such as
updating care plans, following procedures and training staff), and ‘soft’ or intangible
(such as providing services with empathy, respect, dignity and compassion). Both
types of outcome are important in the provision of ‘person-centered care’.

CONCLUSION
The rising volume of restaurants in Nueva Vizcaya especially Casual Dining Restaurants is
facing many conflicts in accordance to their customer satisfaction. Investing time, energy, and
effort into our restaurant business are complaints and unfavorable reviews. It can be incredibly
discouraging and give you the impression that your company is failing. But knowing the most
typical complaints will help you be prepared to recognize them and strive to prevent them.

The concept of "complaint handling" and "service recovery" and find out the influence of these
concepts on customer satisfaction, customer loyalty, and customer retention. A study of the
effect of complaint handling and service recovery on customer satisfaction, customer loyalty, and
customer retention was built. This study showed that among all three variables, customer
satisfaction was significantly influenced by complaint handling and service recovery. Customer
loyalty and customer retention indirectly correlate with complaint handling and service recovery,
which means that these two variables were also affected by the company's ability to handle
complaints and service

managing complaint handling and service recovery, organizations should consider perceptions
of fairness because the fairness of compensation hugely influences customer satisfaction
after a service failure. That customer satisfaction has a significant impact on customer retention
and complaint handling as part of customer relationship management. Poor quality of service

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and a low level of complaint handling can lead to poor customer satisfaction, The process for
receiving this gift. For the complaint management process to achieve
its highest goal of satisfying, even ‘delighting’ the customer, it has to have a customer-focused
and constantly improving processes. For complaint management to achieve its next goal of
driving product quality improvements and new product developments, customer knowledge
must be captured in a form that makes the knowledge an easily-accessible resource for the
organization. The outcome of this research provides recommendations of how these goals can be
achieved. It was discovered during conducting this study that all stakeholders considered the
complaint management process to be very important to the company and its customers. There is
enthusiasm to implement the solutions that were co-created with stakeholders and to see the
maximization of the organization’s benefits from the complaint management process.

RECOMMENDATION
Develop a complaints handling policy. It should include reassuring customers that you value
their feedback and you are committed to resolving their issues in a fair, timely and efficient
manner. It should also: Explain how customers can make a formal complaint,
Identify the steps you will take in discussing, addressing and resolving complaints
Indicate some of the solutions you offer to resolve complaints and Inform customers about your
commitment to continuous improvement. Once you have developed a policy you can create a
procedure for handling complaints. A procedure will ensure complaints are dealt with the same
way, every time. The procedure should be easy to understand and follow by all your staff.
Your procedure could include the following Listening to the complaint, thanking the customer
for bringing the matter to your attention. Apologize and accept ownership, don’t blame others
and remain courteous. Recording details of the complaint. Getting all the facts, Discussing
options for fixing the problem, Acting quickly, Keeping your promises and Follow up customers
about their complaints.
It is also recommended that performance evaluation of the improved customer management
process and the knowledge management process will be performed. Performance measurement
should guide management decisions about What to improve and what to discard in the

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knowledge management platform. The Project Team will also review the project’s successes and
lessons learned.

REFERENCES
Dutta et al., 2007 [Link]

Rust and Oliver, 1994

[Link]
ReferenceID=1901562

Almanza, Jaffe, and Lin, 1994;

[Link]
ReferenceID=1298699

Andaleeb and Conway, 2006; Barsky and Labagh, 1992; Gabbie and O'Neil, 1996; James, 1995;
Johns and Tyas, 1996; Oh, 1999, 2000; Oliver, 1980, 1981
Berkman and Gilson, 1986; [Link]
strategies/oclc/12668648

Yüksel and Yüksel, 2002:

[Link]
referenceid=1808429

Dube et al., (1994):

[Link]
issatisfaction_in_the_Restaurant_Business_Using_AnswerTree_Methodology

Vavra, 1997, p. 8: [Link]

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