Service quality vis-à-vis customer satisfaction of select homegrown restaurants in Bataan / [manuscript] Edilbert L. Valles

Thesis (MBA) BPSU, 2019.

Service quality is one of the important measures for the success of a homegrown restaurant. Service quality is an important measure in determining consumer satisfaction and impacting re-patronage. The higher the perception of service quality, the greater the intention of the consumer is to return to the restaurant and to spread positive word of mouth (Boulding, Karla, & Zeithaml, 1993). Customer Satisfaction is the perceived feeling of a customer for which he or she has set standards if his expectations match with standard he is satisfied (Eggert & Ulaga, 2002). Customer Satisfaction is an evaluation of difference between prior expectation about product and its actual performance. Customer satisfaction is how customers react towards the state of satisfaction, and how customers judge satisfaction level (Hanif, Hafez & Riaz, 2010). The research is descriptive and correlational in nature where the purpose is to describe the level of customer's satisfaction on homegrown restaurants in Bataan. The hypothesis is to determine the relationship between service quality dimension and customer satisfaction. The study is focused to improve services and designed to capture the significant relationship of service quality and customer satisfaction, along the six service dimensions of service quality (tangibility, empathy, reliability, assurance, responsiveness and product quality) in homegrown restaurants. The five selected homegrown restaurants are the following: Espada Grill, Sampalukan Restaurant, Marres Kitchen, Lingling Garden Restaurant, and Elongs Hapag Kainan. vi The research instrument used in this study consists of a questionnaire with its corresponding rating scale and observation in gathering data. The rating scale consisted of two parts. Part I contains information on the profile of the respondents. The variables for the profile of the customers are age, sex, civil status, economic status, and monthly income, restaurant frequently visited and number of times visited. Part II contains topics rated by the respondents on the service quality dimension and level of customer satisfaction. The observations were done by the researcher formally. Important notes and data gathering the study were taken down. The one hundred thirty-four (134) respondents of the study, were among the customers of mentioned homegrown restaurants in the study. The researcher made used of the survey questionnaire and observation for the gathering of data. The researcher employed the descriptive and correlational in nature where the purpose is to describe the level of customer's satisfaction on homegrown restaurants in Bataan with the questionnaire as the main survey instrument. The data gathered was organized, encoded and statistically processed using the G*Power Version 3.1.2 [computer software]. In analyzing the data, frequency, percentage, mean, standard deviation, correlation and stepwise regression analysis were utilized. Based on the gathered data, which were collated and interpreted, the major findings were as follows: Customers with ages 13-19 implied that they are mostly coming from those who are student and employed. Homegrown restaurant continues to fit the flexible lifestyle that speed and privacy offer. The study showed more females than males. This research why homegrown restaurants were patronized at all. Females much preferred homegrown restaurants for their inexpensive price and because they can be at a place which vii they may eat alone or by group. Majority of the respondents had P10, 001.00 to less than P 15,000.00 in terms of monthly income. There are still developments to be done in the perceived service quality among the selected homegrown restaurants since the highest descriptive rating "Extremely Satisfied" from the results of findings was not achieved. The five (5) homegrown restaurants should improve the quality of their service in terms of reliability and speed of service, as it was manifested in the study that the findings of these two sections are lower in composite mean other than others.