Factors Affecting the Quality of Service to Customer Satisfactiction in the Fast Food

Chains around San Fernando, Pampanga

Review of Related Literature

The fast food service industry has become a significant contributor to the overall business

landscape in the Philippines. Every food industry in the Philippines have been quick to adapt to

technological advancements, such as online ordering, delivery services, and further expanding

their service quality and customer relationship management (Alvarez, 2021). Customer

Relationship Management is a business approach that aims to establish, sustain, and improve

relationships with customers. It combines strategies, tactics, and practices to create customer

value for both the company and the customer. This approach also uses to monitor and enhance

relationship satisfaction and quality (View of Integrating Social Media Strategy with Customer

Relationship Management: A Basis for Relationship-Marketing Strategies for Dominican

Province of the Philippines Schools, n.d.). Customers are not only judging the taste of the food

but also the service offering of an organization. (Adriatico et al., 2022).

It was revealed that the quality of service provided by fast food chains plays a pivotal role

in determining customer satisfaction levels. The research underscores the significance of various

factors such as employee behavior, service speed, and food quality in shaping customers'

perceptions of service excellence. Customers tend to evaluate the overall service experience

based on the demeanor of employees, the efficiency of service delivery, and the taste and

freshness of the food offered. Therefore, fast food establishments aiming to improve customer

satisfaction should prioritize efforts to enhance these aspects of their service delivery by focusing

on improving employee training, optimizing service processes to reduce waiting times, and
maintaining consistent standards in food preparation, fast food chains can create a more positive

and satisfying experience for their customers, ultimately leading to increased loyalty and repeat

business (Lacap et al., 2023)

In the study by Espino (2017), it was highlighted that the cleanliness and ambiance of fast

food establishments also contribute to customer satisfaction. The researchers found that

customers place great importance on the cleanliness of dining areas, restrooms, and food

preparation areas. A clean and pleasant environment enhances the overall dining experience and

positively influences customer satisfaction. Also, Ong et al., (2022) gave emphasis that

customers are more likely to have a positive perception of a fast food chain if they perceive it to

be clean and well-maintained. Therefore, fast food chains need to prioritize cleanliness as a

means of ensuring customer satisfaction.

Furthermore, a study of Baluyot and Pampolina (2022) emphasized the importance of

employee training and competence in delivering quality service. The researchers found that well-

trained and knowledgeable employees are more likely to provide efficient and personalized

service, leading to higher levels of customer satisfaction. Employee training programs that focus

on enhancing communication skills, problem-solving abilities, and product knowledge can

greatly improve the quality of service provided to customers.

Similarly, Mendoza (2023) mentioned that the Fast Food Industry in the Philippines

enhances customer service interactions by their brand of hospitality in the accommodation

industry that founded on positivity, genuine concern for customer satisfaction, and effective

human resource management. Additionally, it shows that the food quality, food safety, service

quality and store atmosphere are also, some of the factors affecting the customer satisfaction
(Alada, 2019). Balinado et al. (2021) stated that, Customer satisfaction is a subjective evaluation

of the quality of service or product received in relation to the customer's expectations. The

fundamental goal is to cultivate satisfied customers who will continue to patronize a business,

thereby increasing profitability and ensuring sustainability within their respective industries.

Furthermore, the availability and variety of menu options also contribute to customer

satisfaction. Fast food chains that offer a diverse range of choices cater to different preferences

and dietary needs, thereby increasing customer satisfaction. This can be seen in the study

conducted by Villanueva et al., (2023), which found that customers are more likely to visit fast

food chains that offer a wide selection of menu items.

Lastly, the key factors influencing service quality in fast food chains is the responsiveness

of the staff. Customers expect prompt and efficient service, and when their needs are met in a

timely manner, it enhances their overall experience. This can be achieved through well-trained

and motivated employees who are attentive to customer needs and can provide quick solutions to

any issues that may arise (Prasetyo et al., 2021).

Purpose of the study

The purpose of this study is to ascertain and assess the variables that influence customer

relations and contentment with regards to service excellence in fast food establishments within

San Fernando, Pampanga.

Objective

The objective of this study is to thoroughly examine the various factors that can

significantly influence the quality of service provided to customers. And it also seeks to
determine which specific factor has the greatest impact on customer satisfaction. The researchers

want to gain a deeper understanding of how service quality can improve the overall experiences

for customers.

Significance of the Study

The results of this study will be of great significance and highly beneficial especially to the

following:

Fast Food Industries. Fast food industry will benefit by providing insights into enhancing

service quality, customer relationships, and satisfaction. The findings can empower Fast Food

businesses to improve customer experience, foster loyalty, increase profitability, gain a

competitive edge, build a positive brand reputation, and optimize operational efficiency.

Employees. Employees can acquire valuable insights to improve their performance in service

delivery, thereby establishing a positive rapport with customers and gaining an edge over

competitors. The quality of services rendered by employees reflects the image of the

organization, which helps build trust and loyalty among customers.

Managers. Managers will prioritize enhancing their leadership skills to better guide and support

their employees. By doing so, they can equip each of their employee with the knowledge and

tools necessary to provide exceptional service and satisfaction to customers and consumers alike.

Local Government Unit. This study could provide a comprehensive understanding of the

factors affecting the quality of service and customer satisfaction in fast food chains. LGU's

continued to find a way on how to improve and develop the community for its citizens to provide
quality services. Also, with this study, the local government unit could make effective strategies

to make sure that its citizens are satisfied with the service provided by fast food industries.

Future Researcher. The findings of this study could help future researchers expand their

knowledge in relation to the factors affecting the quality of service in fast food chain industries.

This study may be used as a source of information about what makes the consumer satisfied with

the service provided by the fast food chain.

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