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

Arguelles, Christine

Canayong, Rhea Liza

Castañeda, Daniel

Daya, Christian Loid L.

Enfectana, Nicart Paul M.

Maestre, Dennise

Pomida, Princess Eunice

Rivera, Crisamae Joy B.

Villarmino, Janelle P.

June 17, 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 ….………………………………………….……. 5

Significance of the Study ……………………………………………………... 5

Scope and Delimitation ……………………………………………………... 6

Definition of terms …………………………………………………….….. 7

CHAPTER II

Review of Related Literature ………………………………………………… 9

Theoretical Framework ………………………………………………….…21

Conceptual Framework ………………………………………….…………….. 21

CHAPTER III

Research Design ………………………………………………………… 22

Research Environment ………………………………………………………… 22

Research Respondents ………………………………………………………… 24

Sampling Procedure …………………………………………………………. 24

Research Instrument .………………………………………………………… 24

Data Gathering Procedure ………………………………………………………. 24

Data Analysis Procedure ………………………………………………………… . 25

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REFERENCES …………………………………………………………. 26

APPENDICES …………………………………………………………… 33

Communication Letter ……………………………………………………….. 33

Survey Questionnaire ……………………………………………………….. 34

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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 business to improve

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 expectations 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

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 consumer ignore high price of the restaurant because of

high quality food and pleasurable environment for their celebration. Some consumer go

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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 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.

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

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use in creating the Review related literature in connection to the research that we are

conducting to identify the relationship between Service Quality and Food quality to gain

customer satisfaction.

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 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 a

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

This study aims to Explore Customer Satisfaction Food Quality and Service Quality

Among Selected Food Establishments in Tacloban City. The study will mainly focus 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 Qualitative Method.

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 This research will specifically focus on customers that eat and shop at Crispy King,

Mang Inasal, Jolibee, McDonalds and JC foodspot. Data collecting in the Food Establishment

is not easy task it may have financial and time constraints during the study. The researcher

wil giving questionnaire survey to the food establishment customers.

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 flavor

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.

Service Quality- Service quality measures how well a service is delivered, compared to

customer expectations

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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, 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 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 bench marking study that means to make an

interpretation of customer management food into similar quality measures. Put basically, bench

marking 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 bench marking is to some degree unique in

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relation to that of benchmarks. As such, bench marking 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) since

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 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, more particularly, the "synthetic, physical surroundings rather than

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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 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 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

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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 comfort). As customer impressions 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 features,

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, the return plan ought to be unmistakably differentiated

from return behavior. They reasoned that arrival expectation spoken to by client "needs" had a more

noteworthy effect on return conduct than return aim spoken to by client "desires". 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. 

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It is for the most part concurred that larger amounts of consumer loyalty led 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 administration brings about higher return

propositions and more positive verbs (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

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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. Since the 1980s, numerous exploration

endeavors concentrated all the more nearly on comprehending 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 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

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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 the

identity qualities of the bleeding edge workers of lodgings associated with 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 workforce 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 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. 

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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).

According to Amer Rajput and Raja Zohaib Gahfoor (Future Business Journal 2020)

Hospitality industry is observing diversified changes in highly competitive environment for

restaurants. Consumers are becoming conscious of food quality, restaurant service quality ,

and physical environment quality of the fast food restaurants. Consumers switch easily in

case of just one evasive experience. Fast food restaurants must attract new customers and

retain the existing customers. There is a growing trend in Pakistani culture to dine out at fast

food restaurants with family, friends, and colleagues. Restaurants focus to provide a dining

experience by combining tangible and intangible essentials. Decisive objective is to achieve

customer satisfaction, word of mouth, and future revisit intention at fast food restaurant.

Restaurants differ in offerings, appearance, service models, and cuisines; this

classifies restaurants as downscale and upscale. Revisit intention is the willingness of a

consumer to revisit a place due to satisfactory experience. Customer satisfaction generates a

probability to revisit in presence or absence of an affirmative attitude toward the restaurant.

Revisit intention is a substantial topic in hospitality research. To date there has been little

agreement on that word of mouth can affect revisit intention after experience of customer

satisfaction. For instance, when a customer is satisfied at a fast food restaurant experience,

however, the customer’s family and friends do not share the same satisfying experience. Will

this word of mouth affect the customer’s revisit intention? Food quality is acknowledged as a

basic component of the restaurant’s overall experience to affect consumer revisit intention.

Fast food quality is substantially associated with customer satisfaction and it is an important

17
predictor of behavioral intention. Service quality is an essential factor to produce consumers’

revisit intentions. Furthermore, physical environment quality affects behavior of consumers at

restaurants, hotels, hospitals, retail stores, and banks. Physical environment quality is a

precursor of customer satisfaction. This suggests that customer satisfaction is associated with

fast food quality, restaurant service quality, physical environment quality, and revisit

intention.

Food quality (FQ) has been gaining researchers’ attention due to its importance to

customer satisfaction (Sulek & Hensley, 2004; Ha & Jang, 2010; Rozekhi et al., 2016), yet

more research about FQ attributes in the form of buffet restaurants is required (Ramanathan

et al., 2016; Bilog, 2017). Therefore, this study contributes to the literature on FQ

dimensions in the buffet restaurants sector in Vietnam. Customers, nowadays, have more

options in restaurant choices due to the variety of cuisines, styles of service and prices (Liu

& Tse, 2018), leading to heightened competition among restauranteurs seeking competitive

advantage (Raab & Mayer, 2007). Hence, understanding the important attributes that

consumers consider when selecting a restaurant is essential for restaurant operators (Liu &

Tse, 2018) and building customer satisfaction is a key priority for success in such highly

competitive markets (Hanaysha, 2016). Food has and will continue to have a substantial

impact on customer satisfaction (Kannan, 2017). Many studies have found that food quality

(FQ) is the factor that positively affects customers’ satisfaction in diverse forms of

restaurants (Namkung & Jang, 2007; Al-Tit, 2015; Rozekhi et al., 2016;

Almohaimmeed, 2017). The buffet form of restaurant has been expanding, where people pay

a fixed amount of money for unlimited food (Lucas & Santos, 2003; Raab et al., 2009).

However, unlike in other service sectors, where multiple scales and methods have been

applied to evaluate service quality (Oyewole, 2013b), little research has been carried out to

18
measure the performance and critical factors present in the buffet sector (Ramanathan et al.,

2016; Bilog, 2017).

Customer Satisfaction with Food Quality

Customer satisfaction in services has been defined as the degree to which the service

performance can encounter or surpass the customer expectations (Pakurar et al.

2019).B Satisfaction represents the driving force for customers to return and repay, as well as

triggering word-of-mouth after experiencing the service (Ramanathan, 2016). The

mainstream research has focused on factors like food quality, service quality and setting of

restaurants in relation to customer satisfaction (Kivela et al., 2000; Ha & Jang, 2010); yet FQ

frequently appeared as the most significant factor that impacted on dining fulfilment and

return patronage (Arora & Singer, 2006; Kim et al., 2009; Jung et al., 2015; Filimonau &

Krivcova, 2017). FQ has a positive influence on customer satisfaction, which in turn

positively affects customer revisit intention (Namkung & Jang, 2007; Al-Tit, 2015;

Rozekhi et al., 2016; Almohaimmeed, 2017). Meanwhile, the form of all-you-can-eat

buffet has been growing globally; however, there are still very few studies on this field

(Oyewole, 2013b), especially investigating individual FQ

dimensions (Lee & Whaley, 2019).

Food Quality (FQ) Dimensions

Prior research has recognised FQ as a key element contributing to customers’ expectations

(Sulek & Hensley, 2004; Jeong & Jang, 2011; Zhong & Moon, 2020). Rhee et al.’s

(2016) research on several types of restaurants, found that factors that link with food (food

attributes) have a profound impact on customer choices. The conceptual model employed by

Kivela et al. (1999b) and Namkung and Jang (2007) focused on six dimensions of FQ,

listed as: “food presentation, menu item variety, healthy options, taste, freshness, and

temperature”.

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Food Taste

Lee and Whaley (2019) revealed that food taste is the most important factor in

diners’ satisfaction with their dining experience. Notably, Scott (2005) claimed that the

hedonic pleasure of food would be developed by human’s sense of taste. Additionally, for

Garcia-Bailo et al. (2009), individual perceptions of food taste can significantly influence

their dining habits.

Food Presentation

Food presentation is described as the colour, display and decorating of food in order to make

food be more appealing (Alhelaili et al., 2015). Food appearance is often the first of diners’

senses stimulated, before they can smell and taste the food; hence, it is an important

determinant of perceptions of FQ (Namkung & Jang, 2007).

aHealthy Food Options

Sulek and Hensley (2004) reported that restaurants that offer more healthy items witnessed an

increase in customers’ interest. Similarly, Johns and Ts’s (1996) research, found that

customer perceptions and evaluation of a restaurant may strongly be linked with healthy food.

Previously, Kivela et al.’s (1999b) findings, showed that one of the core attributes mentioned

that impacted customer satisfaction was nutritious food. Indeed, the offer of nutritious food

has been shown to be positively related to dining satisfaction and repeated patronage (Kim et

al., 2013; Prinsen et al., 2013).

Variety of Food (Menu Variety)

The diversity of foods or menu variety embraces a wide range of different food items

displayed on the menu. To increase the engagement of customers, restaurant operators

incessantly launch new menus that offer diverse foods and drinks (Bashir et al., 2013).

Ramanathan et al.’s (2016) research in fine dining restaurants mentioned that customer

satisfaction is directly affected by the diversity of menus, whereas others discovered that a

20
weekly changeable menu creates chances for chefs to innovate and develop more food items,

which resulted in more customer involvement (Rozekhi et al., 2016).

Freshness of Food

Péneau et al. (2006) defined freshness as the fresh state of food that includes the following

characteristics such as “crispness, juiciness, and aroma”. Johns & Tyas (1996), Kivela et al.

(1999a), and Acebrón and Dopico (2000) agreed that freshness of food is one of the most

significant quality requirements. Furthermore, the finished dish should be served as soon

aspossible (Oyewole, 2013a).For Rozekhi et al. (2016).

Theoretical Framework

Assimilation Theory Assimilation theory is based on Festinger’s (1957) dissonance

theory.Dissonance theory posits that consumers make some kind of cognitive comparison

between expectations about the product and the perceived product performance. 14 This view

of the consumer post-usage evaluation was introduced into the satisfaction literature in the

form of assimilation theory. 15 According to Anderson (1973),consumers seek to avoid

21
dissonance by adjusting perceptions about a given product to bring it more in line with

expectations. 16 Consumers can also reduce the tension resulting from a discrepancy between

expectations and product performance either by distorting expectations so that they coincide

with perceived product performance or by raising the level of satisfaction by minimizing the

relative importance of the dis confirmation experienced.

Conceptual Framework

STUDY EXPLORES THE

FOOD QUALITY PERCEPTIONS CUSTOMER SATISFACTION IN
FOOD QUALITY

SERVICE QUALITY CUSTOMER STUDY EXPLORES THE

SATISFACTION CUSTOMER SATISFACTION IN
SERVICE QUALITY

LEVEL OF
SATISFACTION

Figure 1. Conceptual model of the relationships among study variables

The study focuses on the Customer Satisfaction in the various Food Establishment.

By accessing satisfaction of the customers in terms of food and service quality in selected

Food Establishment in Tacloban City. In order to gather data researchers will focus more on

the perception and level of customer satisfaction.

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.

22
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

Qualitative research method involves collecting and analyzing non-numerical data to

understand concepts, opinions or experiences. the measurement of data collections through

surveys, questionnaires and generalizing data through the food establishment customers. The

best way to qualitative research is a questionnaire or survey (Anh To, 2018).

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 KingCrispy

King is a fast food business, specializing in fried chicken founded in the year 2015 in

Cogon Combado Street, located in Sto. Niño Street, Downtown Tacloban City.

Mang Inasal

Mang Inasal is a barbecue fast food restaurant chain in the Philippines, established in

Iloilo City in 2003. Founded by Edgar "Injap" J. Sia II Mang Inasal is in Zamora Street

Tacloban City The famous food that they offer is Chicken Inasal, Pork Inasal Pork Sisig and

Palabok.

MacDonald’s

23
 McDonalds is a fast food business, specializing in fried chicken. It was located in

Avenida Veteranos, Real St, Downtown, Tacloban City, Leyte. McDonalds offers Fried

chicken, Mcfloat, Sanday and etc.

Jollibee

Jollibee Is a fast food business, specializing in fried chicken. It is located in Avenida

Rizal, Zamora St, Downtown, Tacloban City, Leyte. Jollibee offer other products like

spaghetti, fries, and more.

JC Foodspot

JC Foodspot Is a fast food business, specializing in fried chicken. It is founded in 56

Justice Romualdez St, Downtown, Tacloban City, Leyte. JC Foodspot also offers other

projects like halo-halo, burger, and more.

Research Respondents

The target respondents of this study are the randomly selected customers of the

selected 5 food establishments. The researchers need at least 15 participants in each food

establishment.

Sampling Procedure

24
 The researchers used Simple Random Sampling as a Sampling procedure. The

researchers will give their questionnaire to their randomly selected participants which are the

customers of the 5 food establishments which are Krispy King, Mang Inasal, McDonald's, JC

food spot, and Jollibee. This study has a 75 sample size, wherein 15 participants in each

specified food establishment will answer the interview and questionnaire.

Research Instrument

A questionnaire and interview is used in gathering data from our respondents. This

aim is to determine Customer Satisfaction: Exploring food quality and service quality among

selected food establishments in Tacloban City.

Data Gathering Procedure

The study focuses on the City Of Tacloban, as to assess how the quality of the

services and the foods had been handled. his aim is to determine Customer Satisfaction:

Exploring food quality and service quality among selected food establishments in Tacloban

City. These establishments are Mang Inasal, Jollibee, McDonald's, JC Foodspot and lastly,

Krispy king. The questionnaire is composed of a set of questions that is orderly arranged and

carefully prepared to answer by the target respondents. The researchers used the likert scale

method in the survey questionnaire to specify the answer of the respondents in the statement,

and analyze each of the data.

Data Analysis Procedure

To make the research successful the researchers will make the data collected in a

qualitative method. The researchers will analyze the gather data about the customer

satisfaction exploring food quality and service quality among selected food establishment in

Tacloban City.

25
 The researchers will give questionnaires to the randomly selected respondents from

the customers of the five selected food establishments in Tacloban City.

The researchers will come up with the results based on the gathered data from the

respondents of the research.

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32
 APPENDIX I

COMMUNICATION LETTER

We are third-year Hospitality Management students from Leyte Normal University. We are

now conducting research on "CUSTOMER SATISFACTION: EXPLORING FOOD

QUALITY AND SERVICE QUALITY AMONG SELECTED FOOD

ESTABLISHMENTS IN TACLOBAN CITY." We humbly request that you answer the

questions in this survey questionnaire. The information you provide will help our group

achieve the purpose of our proposal.

33
Your response will be kept private and anonymous. Data from this research proposal will be

stored safely and will only be reported as a total score. No one other than the researchers will

be aware of your particular responses to this questionnaire. Thank you so much. God bless

you.

Arguelles,Christine

Canayong, Rhaea

Castañeda, Daniel

Daya, Christian Loid

Enfectana, Nicart Paul

Maestre, Dennise

Pomida, princess Eunice

Rivera, Crisamae Joy B.

Villarmino, Janelle P.

Researchers

APPENDIX II

SURVEY QUESTIONNAIRE

Base on your personal experience how do you rate the following:

5 4 3 2 1

Very Satisfied Neutral Unsatisfie Very

Satisfied d Unsatisfied

The restaurant served tasty food.

The food presentation is visually

34
appealing

The food was served at the

appropriate temperature

The restaurant served fresh food

The restaurant served my food

exactly as I order it

The restaurant employees are

always willing to help me

The behavior of the employees

instills confidence in me

The restaurant employees were neat

and well dressed

The facility layout allows me to

move around easily

The interior design is visually

attractive

The restaurant used colors that

create a sense of pleasant ambience

Lightning create a comfortable

atmosphere

35