Title:

The Level of Customer Satisfaction on the Service of Green Cuisine, Poblacion

Banaybanay, Davao Oriental

Chapter I

Introduction

Engaging a business entails good products and services. The sole of a business

are the customers whom you render the services In fact, Bramley (2017) said that

customer satisfaction should be regarded as a critical component of every business

since it offers marketers and business owners with a metric to measure and enhance

business performance from the perspective of customers. In addition, It's not just a good

approach to predict client repurchase intentions and loyalty, but it's also a good

approach to figure out if they'll be long-term repeat consumers or even advocate.

According to the study of Khadka and Maharjan (2017), the services of the

company can be marked as a great point for the customer’s satisfaction but lots of

improvement are needed on certain things in order to ensure that the level customer’s

satisfaction are elevated. It was also emphasized that the feedback of the customer

must be considered for this can be used as a benchmark for an improved customer

services. (Asia)

In the study in Polytechnic University of the Philippines, it was showed that there is

a low level of customer’s satisfaction based on the product and customer service

quality.A company has to deal with the good quality services because not all the time,
customer’s satisfaction does not guarantee the loyalty of the customers (Altejar, Deloria

& Dizon, 2019). Moreover, customers loyalty is critical in building market trust. As it

said, the products and its features, capabilities, dependability, sales activity and

customer services are the most important factors to exceed customer’s satisfaction.

According to [ CITATION Gup21 \l 1033 ] Customer satisfaction (CSAT) is a metric that

assesses how well a company's products and services satisfy the expectations of its

consumers. It represents the health of your company by demonstrating how effectively

your items are received by customers.

Green Cuisine is one of the leading restaurants in the municipality of Banaybanay,

Davao Oriental that become prominent because of their services and product quality.

Green cuisine offers different types of services such as catering services that are

perfect for weddings, private parties, corporate events, and family gathering. They also

offer dine in, take out and deliveries within municipality of Banaybanay and Lupon

Davao Oriental.

Due to competitive market in local, it leads to where it affects the restaurant

profitability and customer rate. In order to cope in this situation, organization must have

strategy on how to measures the level of customer satisfaction to meet the customer

needs and provide services that guarantee the customers loyalty and the restaurant

goodwill also to understand the determinants that affect the performance of the

organization and to make improvements in the service provided.

Therefore, the mission of the researchers of this study is to gather and consolidate

information to measure the level of customer satisfaction on services that provided by

apply in their concern and to maintain the organization status in terms of food and

service quality.

Theoretical Framework

The marketing and consumer behavior literature has traditionally suggested

that customer satisfaction is a relative concept, and is always judged in relation to a

standard (Olander, 1977). Satisfaction applies to both tangible and intangible goods,

which it emphasis in this study on how factors affecting Customer Satisfaction where

the concept has been the subject of investigation in many studies before this. These are

the words once quoted to express the complexity of basic customer concepts by

Richard L. Oliver, a famous icon in research on the topic of customer satisfaction.

However, Oliver defines his own formal definition about customer satisfaction.

Satisfaction is the consumer’s fulfillment response. It is a judgment that a product or

service feature, or the product or service itself, provides a pleasurable level of

consumption-related fulfillment (Zeithaml et al, 2009).

Oliver (1977; 1980) proposed the Expectancy-Disconfirmation Paradigm (EDP).

This model implies that consumers purchase goods and services with pre-purchase

expectations about the anticipated performance. The expectation level then becomes a

standard against which the product is judged. That is, once the product or service has

been used, outcomes are compared against expectations. If the outcome matches the

expectation confirmation occurs. Disconfirmation occurs where there is a difference

between expectations and outcomes. A customer is either satisfied or dissatisfied

Thus, when service performance is better than what the customer had initially expected,

there is a positive disconfirmation between expectations and performance which

results in satisfaction, while when service performance is as expected, there is a

confirmation between expectations and perceptions which results in satisfaction. In

contrast, when service performance is not as good as what the customer expected,

there is a negative disconfirmation between expectations and perceptions which

causes dissatisfaction. This type of discrepancy theory has a long history in the

satisfaction literature it is a function of the degree of congruency between aspirations

and perceived reality of experiences (Helson, 1964).

Consumer behavior and Marketing strategy views the customer satisfaction as the degree to

which a product or services provides a pleasurable level of consumption-related fulfillment. It is the

degree to which a product’s performance exceeds the consumer’s expectation for it. Customer

satisfaction is a critical concept in marketing thought and consumer research. In theory, if consumers

are satisfied with a product, services, or brand, they will be more likely to continue to purchase it and

tell others about their favorable experience with it. If they are dissatisfied they will more likely switch

products or brands and complain to manufacturers, retailers, and other consumers. Disconfirmation

refers to the difference between the two: Pre-purchase expectations and the Post-purchase

perceptions. Pre-purchase expectations are the consumer’s beliefs about anticipates performance of

the product. Post-purchase perceptions are the consumer’s thoughts about how well the product

performed (McManus & Olson, 2008).

which received the widest acceptance among researchers. These generally imply

conscious comparison between a cognitive state prior to an event and a subsequent

cognitive state, usually realized after the event is experienced (Oliver, 1980).

Furthermore, Yi (1990) mentioned that customer satisfaction is influenced by two

factors, which are expectations and experience with service performance. But, Fornell

(1992) said that customer satisfaction has a direct impact on the organization’s

performance and the expectations over time are brought in line with the actual

performance. Actually, the satisfied customer tends to maintain their consumption

pattern and will consume similar product or services. Thus, customer satisfaction has

become the important indicator of quality and revenue in the future (Andreassen, 1994).

Customer satisfaction is determined by the degree of realization of product

benefits that customers expect from product and services (Hempel, 1977). Where

satisfaction as the emotional perception of the consumer and a result from the

comparison of the person’s perceived functionality of the product with what they expect
of the product (Kotler, 1996).

Conceptual Framework

Customer Level of Satisfaction on Green Cuisine Service

Independent Variable Dependent Variable

Customer Profile

1. Age
2. Sex
3. Civil status
4. Educational background
Factors of Customer Satisfaction Customer Level of
Satisfaction on the Service
 Food quality
 Staff behavior of Green Cuisine
 Value for money
 Location preference
 Restaurant interiors and
ambience
 Unique menu
 Convenience
 Customer Selection
 Ensuring customer privacy
and entertainment
 Service time

Statement of the Problem

of Green Cuisine, Poblacion Banaybanay, Davao Oriental which will benefit the

organization, the study seeks to answer the following question:

1. What is the demographic profile of the respondents of the study?

2. What are the factors of customer satisfaction?

3. What is the level of customer satisfaction of Green Cuisine-PBDO in terms

of food quality?

4. What is the level of customer satisfaction of Green Cuisine-PBDO in terms

of staff behavior?

5. What is the level of customer satisfaction of Green Cuisine-PBDO in terms

of value for money?

6. What is the level of customer satisfaction of Green Cuisine-PBDO in terms

of location preference?

7. What is the level of customer satisfaction of Green Cuisine-PBDO in terms

of restaurant interiors and ambiance?

8. What is the level of customer satisfaction of Green Cuisine-PBDO in terms

of unique menu?

9. What is the level of customer satisfaction of Green Cuisine-PBDO in terms

of convience?

10. What is the level of customer satisfaction of Green Cuisine-PBDO in terms

of customer selection?

11. What is the level of customer satisfaction of Green Cuisine-PBDO in terms

of ensuring customer privacy and entertainment?

of service time?

Statement of Hypothesis

Assumptions

Significance of the Study

This study will be conducted in order to define the level of customer

satisfaction in services provided by Green Cuisine. The result of the study is deemed

beneficial to the following:

Green Cuisine Management

Green Cuisine is one of the beneficiaries. Through the results of this study will

give them relevant information and solutions to their concern with regards to the level of

customer satisfaction

Employees

The result of the study will provide Green cuisine employee’s insight and

information about the restaurant performance and improvements

Customer

Due to the possible outcome of the survey it will improve and provide better

service quality and relationship between customers and the establishment

Future Researcher
 The result of the study will provide the future researchers threshold information

for their research with regards to the level of customers satisfaction in terms of service

quality

Scope and Limitations

This study focuses on the level of customer satisfaction on the service of Green

Cuisine in Poblacion, Banaybanay, Davao Oriental. Mainly, the respondents will the

customer itself of Green Cuisine. The study was limited on the factors that affect the

level of customer satisfaction. Interview with questionnaire were given to gather enough

information pertinent to this study.

Definition of Terms

The following terms were defined operationally to provide clear understanding of

this study.

Customer – one who is a recipient of services or products from a company or individual

for money.

Customer’s loyalty - it is a consequence of customer’s happiness, positive customer’s

experience, and the entire value of goods or services received by a customer from a

firm.

Customer satisfaction - it’s a metric for how well a company’s product and services

meet or exceed consumers expectation.

Green Cuisine - Green Cuisine is a respectable restaurant in the Banaybanay, Davao

business events, family/friend gatherings, and other occasions.

Product quality - refers to the ability of a product to meet the needs (wishes) of

customers and provide customer pleasure.

Service quality - refers to a costumers assessment of a company’s performance in

terms of service expectations.

Chapter II

Review of Related Literature

Chapter III

Methodology

This chapter presents the methodology that was being use in the study which

includes the research design, respondents, research sampling, data collection, data

presentation and statistical tools for data analysis.

Research Design

The researcher will apply the descriptive type of research with structured questionnaires

as the main instrument for gathering the data which are designed to determine the level

of customer satisfaction of Green Cuisine.

According to ……………
Sampling Plan

Research Locale

The research was conducted in the Municipality of Banaybanay where the

barangay Poblacion is the main concern. This barangay is chosen due to the large

number of population and where the establishment location. The establishment is

located at………………….

Sample size

Sampling Procedure

Research Instrument

Statistical Treatment

Ethical Consideration