LEVEL OF CUSTOMER SATISFACTION OF

CAFÉ PASTE IN CAMILING TARLAC

A Research Paper Presented to the Faculty of

Senior High School Department

VELMAN INSTITUTE OF TECHNOLOGY INC.

Camiling Tarlac

In Partial Fulfillment of the Research in

Practical Research 2

Second Semester, School Year 2024

By;

JANETH ARCIBAL
 APPROVAL AND ACCEPTANCE

In partial fulfillment of the requirements for Inquiry, Investigation and Immersion

, entitled “LEVEL OF CUSTOMER SATISFACTION OF CAFÉ PASTE IN

CAMILING, TARLAC” prepared and submitted by Janeth Arcibal

05-03-2024 Ariel Dadulla

Balacaoc
Date ADVISER

Approved in partial fulfillment of the requirements for Practical Research 2.

JUDY ANN DAVID

Inquiry, Investigation and Immersion

Approved in partial fulfillment of the requirement for Inquiry, Investigation and

Immersion

JUDY ANN DAVID

Inquiry, Investigation and Immersion

Mae P. Cayabyab
Principal III
 TABLE OF CONTENTS

PRELIMINARIES

Title page…………………………………………………………………………….

Approval and Acceptance…………………………………………………..……….

Table of Contents……………………………………………………………………

Acknowledgement…………………………………………………………….…….

Personal Information………….………………………………………………….…..

Abstract………………………………….…………………………………………

INTRODUCTION………………………………………………………………….

Statement of problem………………………………...……………………………..

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

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

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

Definition of Terms……………………………………………………………….….

REVIEW OF RELATED LITERAURE………………………………………….

REVIEW OF RELATED STUDIES……………………………………………

METHODS AND PROCEDURES…………………………………………….

Research Design………………………………………………………….

Respondents of the Study……………………………………………………

Locale of the Study………………………………………………………………..

Research Instrument…………………………………………………………

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

Data Analysis……………………………………………………………………

RESULT AND DISCUSSION……………………………………………..

SUMMARY, CONCLUSION, RECCOMENDATION………………..

Summary……………………………………………………………………

Conclusion………………………………………………………………….

Recommendation………………………..…………………………………

REFERENCES……………………………………………………………

APPENDICES………………………………………………………………

Appendix A…………………………………………………………………

Appendix B…………………………………………………………………

Appendix C……………………………………………………………
 LIST OF TABLES

Table 1.1 Description of Customer in Terms of Age……………………

Table 1.2 Description of Customer in Terms of Gender………………….

Table 1.3 Description of Customer in Terms of Civil Status………

Table 1.4 Description of Customer in Terms of Location……………………

Table 1.5 Description of Customer in Terms of Monthly Income………

Table 2.1 Description of Customer Satisfaction in Terms of Price…………

Table 2.2Description of Customer Satisfaction in Terms of Ambiance…………

Table 2.3 Description of Customer Satisfaction in Terms of Foods...…....…...………

Table 2.4 Description of Customer Satisfaction in Terms of Service..…....…...………

Table 3.1 Description of Expectation and Preferences of Customers When Dining at Café

Paste in Terms of Foods…………………………………………………………….

Table 3.2 Description of Expectation and Preferences of Customers When Dining at Café

Paste in Terms of Environment……………………………………………………

Table 4. Description of Customer Satisfaction Impact of Loyalty………………

Table 5 Description of Strategies That Will Café Paste Implemented………

LEVEL OF CUSTOMER SATISFACTION OF

CAFÉ PASTE IN CAMILING TARLAC

A Research Paper Presented to the Faculty of

Senior High School Department

VELMAN INSTITUTE OF TECHNOLOGY

Camiling Tarlac

In Partial Fulfillment of the Research in

Practical Research 2

Second Semester, School Year 2024

BY;

JANETH ARCIBAL
 CHAPTER 1

THE PROBLEM AND IT’S BACKGROUND

Introduction
Customer satisfaction is a fundamental aspect of business success. It refers to the

degree of contentment and fulfillment experienced by customers in their interactions with

a company, its products, and its services. A high level of customer satisfaction is essential

for building customer loyalty, fostering positive word-of-mouth, and driving business

growth.

The level of customer satisfaction is influenced by various factors, including

product quality, customer service, pricing, convenience, and overall customer experience.

When customers are satisfied, they are more likely to become repeat customers,

recommend the company to others, and provide positive reviews and feedback.

Measuring customer satisfaction is crucial for businesses to understand how well

they are meeting customer expectations and identify areas for improvement. Surveys,

feedback forms, and other measurement tools are commonly used to gather customer

feedback and assess satisfaction levels.

Improving customer satisfaction requires a customer-eccentric approach, where

businesses prioritize understanding and meeting customer needs. By addressing customer

feedback, providing exceptional experiences, and continuously striving to exceed

expectations, businesses can enhance customer satisfaction and strengthen their

competitive advantage.

In overall, the level of customer satisfaction is a critical metric that reflects the

success of a business in meeting customer needs and expectations. It plays a vital role in

customer retention, brand reputation, and overall business performance. By prioritizing

customer satisfaction, businesses can cultivate loyal customers and drive sustainable

growth.

According to (Mahalwar, (2019) ) “Retail also considers their customers as the

most important asset, is not just a theory but also an economic fact. Therefore in th e

current scenario, the research on customer satisfaction on business domain of retail sector

is quite important and critical for understanding of customer satisfaction and retention, it

is very crucial for any company to learn what actually differentiates the satisfied

customers from the unsatisfied ones.”

According to Lean (2020). Considered from the perspective of the customer,

customer satisfaction offers a flexible cross-channel indicator to assess the retailer’s

advantages and disadvantages. A deeper comprehension of the factors influencing multi-

channel shoppers’ pleasure can benefit retailers because behavior is influenced by

satisfaction. The information required to both short- and long-term affect consumer

behavior. In this approach, every channel is tailored to meet and surpass the needs of the

consumer, leveraging customer pleasure to become a driving force behind sales growth

and increased loyalty.

 The purpose of customer satisfaction is to ensure that customers have a positive

experience with a company’s products, services, and overall brand. It is a measure of how

well a company meets or exceeds customer expectations and fulfills their needs.

The purpose of this study aims to provide valuable insights into the customer

satisfaction levels of Café Paste in Camiling, Tarlac and help the branch improve its

products and services to better meet the needs and expectations of its customers.

Statement of the problem

This study will be determined the level of customer satisfaction of Café Paste in

Camiling Tarlac, this study attempted to answer the following numbers of questions:

1. How are the demographic profile of customer satisfaction be describe in terms of:

1.1 Age?

1.2 Gender?

1.3 Status?

1.4 Location?

1.5 Monthly income?

2. What are the customer satisfaction in terms of:

2.1 Price?

2.2 Ambiance / Atmosphere?

2.4 Foods?

2.4 Service?

3. What are the expectations and preferences of customers when dining at Café

Paste in terms of:

 3.1 Food ?

3.2 Environment?

4. How does customer satisfaction impact customer loyalty?

5. What strategies will Café Paste implemented?

Scope and Delimitation

This study aims to determine the Level of Customer Satisfaction of Café Paste

in Camiling, Tarlac . The study will make use of descriptive research design. The

respondents of this study are the customers in Café Paste. This study will be

conducted from February 2024 to April 2024. This study will be conducted at Café

Paste, Camiling, Tarlac for limited customer only. The researcher use survey

questionnaire in gathering data. And also, the sampling method will make use is

convenience sampling based on their willingness and availability.

Conceptual Framework

Input Process Output

Demographic Profile

-Age

-Gender
Level of Customer List of customer
-Status
Satisfaction of Café satisfaction of Café
Paste in Camiling -Location Paste in Camiling
Tarlac Tarlac
-Monthly income

-Questionnaire

*Analyze and interpret

data statistically
Fig.1 Paradigm of the Study

This conceptual framework shows the input, process and output approach of

the study. The input are the problem that the study will solve and give solution to

it. While process part includes the demographic profile of the respondents and the

data gathering procedure is through survey questionnaire. The list of strategies

implemented in Café Paste will helps the customer satisfaction.

Significance of the study

This study conducted to provide information regarding the level of

customer satisfaction of Café Paste in Camiling, Tarlac. This research would be

beneficial to the person which were involved in this study. They were the

following:

To the customer. Being in the respondents of the study benefit Café Paste

by providing excellent service, product, price insights by receiving comments and

thoughts on expected items.

To the management. This research provides valuable insights for

management to ensure customer needs are met and develop new marketing

strategies to attract more customers.

To the researcher. The study’s findings will aid researchers in assessing

the operations and business environment, guiding management in taking corrective

actions.
 To the future researcher. The study’s findings could be beneficial for food

and services-oriented businesses and other researchers seeking relevant

information.

Definition of Terms

The following terms are defined conceptually to make concepts easily

understood.

Age. Refers to the length of time that a person has lived or a thing has

existed.

Ambiance. Refers to the character and atmosphere of a place.

Atmosphere. The envelope of gases, surrounding the earth or another

planet.

Café. A small restaurant selling light meals and drinks

Customer. A person or organization that buys goods or services from a

store or business.

Food. Refers to any nutritious substance that people or animals eat or drink

or that plants absorb in order to maintain life and growth.

Gender. Refers to the male sex or the female sex, especially when

considered with reference to social and cultural differences rather than biological

ones, or one of a range of other identities that do not correspond to established

ideas of male and female.

Level. Refers to a horizontal plane or line with respect to the distance above

or below a given point.

Location. A particular place or position.

 Monthly income. Refers to income and earned from employment.

Price. Refers the amount of money expected, required, or given in payment

for something.

Satisfaction. Refers to fulfillment of one’s wishes, expectations, or needs,

or the pleasure derived from this.

Service. The action of helping or doing work for someone.

Status. Refers to the relative social, professional, or other standing of

someone or something.
 CHAPTER 2

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents the literature and studies, which are significant to present

the study.

Related literature

Mahalwar, (2019) "Retail also considers their customers as the most important

asset, is not just a theory but also an economic fact. Therefore, in the current scenario, the

research on customer satisfaction in the business domain of the retail sector is quite

important and critical for understanding customer satisfaction and retention. It is very

crucial for any company to learn what actually differentiates the satisfied customers from

the unsatisfied ones.

According to Aimee (2019). Customer satisfaction (CS) received a lot of attention

from researchers. Today, every business uses customer satisfaction as the main metric to
evaluate how well it is doing in the market, as a constant goal of its operating policies, as

a means of bolstering its reputation, and as a basic framework for directing internal

operations. Is the purpose of this report to gain a more profound comprehension of the

clients? satisfaction, but particularly assist the managers, students, and anybody else who

may find use for it.

Synthesis

On the study of Mahalwar it emphasizes the significance of customer satisfaction

in the retail sector, stating that understanding and retaining satisfied customers is crucial

for business success. Similarly, Aimee (2019) highlights the growing importance of

customer satisfaction as a key metric for evaluating business performance and directing

internal operations. Both studies stress the need for businesses to comprehend what

differentiates satisfied customers from unsatisfied ones and provide insights into various

factors influencing customer satisfaction. They aim to assist managers, students, and

other stakeholders in gaining a deeper understanding of customer satisfaction and its

impact on business outcomes.

Moreover, (2020). The perspective of the customer, customer satisfaction offers a

flexible cross-channel indicator to assess the retailer's advantages and disadvantages. A

deeper comprehension of the factors influencing multi-channel shoppers' pleasure can

benefit retailers because behavior is influenced by satisfaction. the information required

to both short- and long-term affect consumer behavior. In this approach, every channel is

tailored to meet and surpass the needs of the consumer, leveraging customer pleasure to

become a driving force behind sales growth and increased loyalty.

 However, Alfian and Wendrita(2023), stated that customer satisfaction is crucial

for businesses to win fierce competition and maintain integrity. This research focuses on

the digital marketing concept and the relationship between digital marketing and

customer satisfaction, both directly and indirectly through a company's image.

Synthesis

Both studies highlight the importance of customer satisfaction for businesses.

Lean emphasizes the significance of understanding and catering to multi-channel

shoppers' satisfaction to drive sales growth and increase loyalty. Similarly, Alfian and

Wendrita highlight the role of digital marketing in influencing customer satisfaction

directly and indirectly through a company's image. Both studies emphasize the need for

businesses to prioritize customer satisfaction to remain competitive and maintain their

reputation in the market.

Related Studies

The study of Rehman et.al (2022) explores the impact of service quality on

customer satisfaction in the auto care industry post-pandemic. It found a strong positive

correlation between customer happiness and tangibles, assurance, responsiveness,

empathy, and consistency. The auto repair industry should focus on providing individual

attention, timely service, and polite employees to enhance customer satisfaction. Prompt

services contribute to higher service quality.

 According to the study by Omari et.al (2022). The research aimed to determine

the role of empowerment in enhancing Safeway Company's performance in Jordan using

a structural equation model (SEM). A questionnaire was used to evaluate empowerment

and performance. Results showed high levels of empowerment and performance, with

employees with less than five years of experience more likely to perceive it positively.

The authors suggest improving performance to enhance customer satisfaction.

Synthesis

Both studies highlight the importance of service quality in the auto care industry

post-pandemic, emphasizing tangibles, assurance, responsiveness, empathy, and

consistency. They advocate for individual attention, timely service, and polite employees

to improve customer satisfaction. Omari et al. (2022) highlight the positive correlation

between empowerment and performance in Safeway Company's performance,

particularly among employees under five years of experience.

According to the study by Budur and Poturak (2022). The study by This study

examines the impact of customer perception of employee performance on customer

satisfaction and loyalty in small and medium enterprises in the Kurdistan Region of Iraq.

Results show that customer perception significantly influences satisfaction and loyalty,

while overall performance does not. The study concludes that customer perception is

crucial for long-term organizational effectiveness.

The study by Limna and Kraiwanit(2022). analyzed customer satisfaction and

loyalty at Muang Thai Insurance Company's Krabi Branch in Thailand. It found that the

SERVQUAL Model, including tangibles, reliability, responsiveness, assurance, and

empathy, significantly influenced satisfaction and loyalty. This information could help

improve service quality, develop effective marketing strategies, and enhance business

performance. Further research is recommended.

Synthesis

Budur and Poturak's study in Iraq found that customer perception significantly

impacts satisfaction and loyalty in small and medium enterprises, while overall

performance doesn't. Limna and Kraiwanit's study in Thailand found that tangibles,

reliability, responsiveness, assurance, and empathy significantly influence satisfaction

and loyalty. These findings suggest that focusing on these aspects could improve service

quality, marketing strategies, and business performance.

The study by Pritama and Anasytasya (2022). Sicepat, a logistics company

founded in 2014, offers fast and reliable goods delivery services. With the largest

branches in Indonesia, the company has a strong consumer loyalty. The company

recognizes the importance of quality service in retaining customers and maintaining its

image to increase customer satisfaction and quality delivery in Indonesia.

The study by Naini (2022). Investigates the impact of product, service quality,

and customer satisfaction on customer loyalty at Restaurant XYZ in Pujasera Melawai.

Results showed that response accuracy, product uniqueness, and employee attention are

the most influential factors in customer satisfaction and loyalty. The study suggests that

these factors significantly influence customer loyalty.

Synthesis
 The studies by Pritama and Anasytasya (2022) and Naini (2022) both highlight

the significance of service quality and customer satisfaction in fostering consumer

loyalty. Pritama and Anasytasya's research focuses on Sicepat, a logistics company,

emphasizing the impact of the Covid-19 pandemic on service quality. They employ

quantitative descriptive methods and SWOT analysis to illustrate Sicepat's commitment

to timely delivery and customer satisfaction. Similarly, Naini's study examines customer

loyalty in Restaurant XYZ, stressing the importance of factors such as response accuracy,

product uniqueness, and employee attention in ensuring customer satisfaction and loyalty.

Both studies underscore the essential role of quality service delivery in retaining

customers and enhancing brand image across different industries, be it logistics or

hospitality.

CHAPTER III

METHODS AND PROCEDURE

This chapter discusses the methods and procedures that will use in the

gathering data and analysis which relevant to the research. The methodologies will

include areas such as the research design, locale of the study, sampling procedure,

research instruments, and data gathering procedures.

Research Design

This study use a descriptive research design to describe the characteristics

of a particular group of individuals or the phenomenon being studied. In this case,

the research is focusing on understanding and describing the level of customer

satisfaction at Cafe Paste. By using descriptive research design, the researchers can

gather information regarding customers’ preferences and expectation, the impact of

customer loyalty, and the strategies that cafe paste will implemented .This will

allow them to provide detailed and accurate description of the customer

satisfaction, such as, the quality of food and services, ambiance, pricing, and

environment.

Respondents of the Study

The respondents of the study are the customer of cafe paste

Locale of the Study

The study will be conducted at customer of cafe paste. It is located at

Poblacion H, Camiling, Tarlac.

Research Instrument

In order to know the profile of the respondents such as age, gender, status,

location, and monthly income, as well as to gather other data that will be needed in

the research. The researcher used self-made survey questionnaire as their research

instrument. The research instrument will be checked for its reliability and validity

by the research teacher.

Data Gathering Procedures

To obtain information and get the data needed, the researcher made a

permission letter to the respondents to answer the survey questionnaire presented

by the researcher. It was noted by Mrs. Ana M. Calma, III Teacher. The researcher
distributed the survey questionnaire on their available time. The researcher will

took photos for documentation while the respondents are answering the given

survey questionnaire.

Data Analysis

Objective 1:

To describe the demographic profile of the respondents in terms of their

age, gender, status, location, and monthly income. The percentage and frequency

will be use

Objective 2:

To determine the respondents or the customer satisfaction in terms of price,

ambiance, foods, and service. The weighted mean will be use.

Objective 3:

To determine the expectations and preferences of customer when dining at

Cafe Paste, Camiling, Tarlac in terms of food and environment. The weighted mean

will be use.

Objective 4

To determine how does customer satisfaction impact customer loyalty. The

weighted mean will use.

Objective 5:

To determine what strategies will Cafe Pate implemented. The weighted

will be use.
 CHAPTER IV

RESULTS AND DISCUSSION

This chapter presents the results and discussion of data gathered from the answer

to the questionnaire distributed to the to the respondents. The said data were presented in

tabular form in accordance with the specific question posited on the statement of the

problem.
 Profile of the Respondents

Table 1.1: Age of the Respondents

AGE FREQUENCY PERCENTAGE

16-20 64 43%

21-25 35 23%

26-30 24 16%

31-35 9 6%

36-40 6 4%

40-45 7 5%

46-50 5 3%

TOTAL 150 100%

The table 1.1 shows the age of the respondents, 43% of the respondents are 16-20

years old answered the questionnaire, 23% from the age of 21-25, 16% from the age of

26-30 and 6% from the age of 31-35, 4% from the age of 36-40 and 4.7% from the age of

40-45, 3% from the age of 46-50. Therefore, most of our respondent came from 16-20 of

age and answered our questionnaire. According to Farsi (2024). This goal was achieved

by using a model that examined the impact of usefulness, compatibility, ease of use, trust,

risk, social influence, privacy, security, and price on customer satisfaction with online

shopping for Oman shoppers among students and employees, taking into account

respondents' demographics such as educational level, gender, age group, and monthly

household income.

Table 1.2: Gender of the Respondents

GENDER FREQUENCY PERCENTAGE

 Female 93 62%

Male 57 38%

TOTAL 150 100%

The table 1.2 shows that 93 or 62% of the respondents are female while male has

57 or 38% percentage with a total of 150 respondents. The study of Nhu (2020), the study

examines gender differences in customer satisfaction in the Vietnamese market, using an

online survey of 419 customers, including both males and females.

Table 1.3: Civil Status of the Respondents

CIVIL STATUS FREQUENCY PERCENTAGE

Single 109 73%

Married 41 27%

TOTAL 150 100%

This table 1.3 shows the respondents have 73% or 109 are single, while married

has 27% or 41. According to Nguyen and Homolka (2021). The study explores the

influence of marital status on online shoppers' satisfaction levels in Vietnam's beauty and

cosmetics industry, revealing significant differences among single, married, and

divorced/separated shoppers.
Table 1.3: Location of the Respondents

LOCATION FREQUENCY PERCENTAGE

Camiling 42 42%

Marawi 10 7%

Mayantoc 10 7%

Cayaoan 7 5%

Tuec 7 5%

Santa maria 7 5%

Panique 7 5%

Cacamilingan Sur 7 5%

Surgui 1st, 2nd, 3rd 7 5%

Malacampa 5 3%

Libueg 5 3%

Cacamilingan Norte 5 3%

Tambugan 5 3%
 Bacabac 5 3%

Libueg 5 3%

Pindangan 1st& 2nd 4 3%

Birbira 3 2%

TOTAL 150% 100%

The table 1.3 shows that Camiling is the highest frequency with 42 or 42%

percentage because of geographically close to the area where the survey was conducted,

making easier for people from Camiling to participate, while Birbira is the lowest

frequency with 3 or 2% percentage because it’s far away from Café Pate where the study

was conducted . According to Risnawati, et.al (2019) The study found that service

quality, price suitability, company location, and customer satisfaction significantly

impact customer loyalty in Jabodetabek freight forwarders, contributing 62% to

satisfaction and increasing visibility, particularly in company location.

Table 1.4: Monthly Income of the Respondents

MONTHLY INCOME FREQUENCY PERCENTAGE

5,000 below 87 58%

5,000-10,000 11 7%

11,000-15,000 16 11%

16,000-20,000 18 12%

21,000-25,000 7 5%

26,000-30,000 11 7%

TOTAL 150 100%

Table 1.4 shows that 5,000 below it the highest frequency with 87 or 58%, because

most of the respondents are students coming from Camiling Catholic School, Camiling
Colleges, and Tarlac Agricultural University (TAU), while 21,000-25,000 is the lowest

frequency with 7 or 5%. According to Umeora et.al (2020), the study found a significant

correlation between residents' average monthly income and their satisfaction with the

maintenance of private housing facilities.

Table 2.1: Customer satisfaction in terms of Price.

STATEMENT WEIGHTED VERBAL RANK

MEAN INTERPRETATION

1.Fair and competitive compared to similar 3.52 Strongly Agree 2.5

branch.

2. Quality justify the pricing. 3.52 Strongly Agree 2.5

3. Recommend based on pricing. 3.54 Strongly Agree 1

4. Pay slightly higher price for more 3.46 Strongly Agree 4

innovative

Legend: 1.00-1.75(strongly disagree), 1.76-2.50 (disagree), 2.51-3.25 (agree), 3.26-4.00

(strongly agree)

The table 2.1 shows that question number 3 got the first place in ranking with

3.54 weighted mean because customers make informed based on their budget constraints.

By giving price recommendations, employees can assist customers in finding menu items

that align with their desired price range, while question number 4 got the last position in
the ranking with a weighted mean of 3.46. According to Haq (2018). A price policy or

value can have an impact on a person’s mentality when it comes to applying reasoning to

their actions, including when it comes to evaluating their wants as a product buyer. An

individual or consumer will select the product that best meets their needs and is cost-

effective and efficient based on price; if the product meets the customer’s expectations

and is efficient and effective, they will be satisfied and will factor that into their

calculations for product purchases. Customer satisfaction is positively and significantly

impacted by price.

Table 2.2: Customer Satisfaction in terms of Ambiance

STATEMENT WEIGHTED VERBAL Rank

MEAN INTERPRETATION

1.Physical appearance is fresh and good. 3.42 Strongly Agree 4

2.Cleanliness of serving and dining areas 3.52 Strongly Agree 1

3.Facility arrangement is well-ordered and 3.50 Strongly Agree 2

easy to find.

4.Decoration is attractive and modern, 3.45 Strongly Agree 3

Legend: 1.00-1.75(strongly disagree), 1.76-2.50 (disagree), 2.51-3.25 (agree), 3.26-4.00

(strongly agree)

The table 2.2 shows that the question number 2 got the first place on the ranking

with 3. 52 weighted mean because cleanliness of serving and dining areas in creating a

positive ambiance for customers, leading to higher satisfaction levels and enhances the

dining experience for customer, while question number 1 got the last position in the

ranking with 3.42 weighted mean. Moreover, Shahzadi (2018), suggests that food flavor
and environmental cleanliness are critical to the performance of fine dining restaurants in

Pakistan, and they are among the strongest predictors of customer satisfaction and

behavioral intentions.

Table 2.3: Customer satisfaction in terms of Foods.

STATEMENT WEIGHTED VERBAL RANK

MEAN INTERPRETATION

1. Portioned size. 3.42 Strongly Agree 2

2. Taste. 3.49 Strongly Agree 1

3. Presentation of food. 3.40 Strongly Agree 4

4. Variety of food options available. 3.43 Strongly Agree 3

5. Overall value for money of food served. 3.38 Strongly Agree 5

Legend: 1.00-1.75(strongly disagree), 1.76-2.50 (disagree), 2.51-3.25 (agree), 3.26-4.00

(strongly agree)

The table 2.3 tackles that the question number 9 got the first place in the ranking

with a weighted mean of 3.49 that shows that the taste of food is influenced by a

combination factors including, flavors, freshness, creativity, texture, seasoning, and

consistency, while question number 5 got the last position in the ranking with 3.38

weighted mean. However, Rebecca and Divya (2023), factors affecting customer
satisfaction in online food ordering in Coimbatore District. It found that age groups had

no significant impact on factors like cultural transformations and taste factors. Cultural

transformations were linked to customer satisfaction, while taste factors negatively

affected perceived value. Recommendations include focusing on cultural factors and

enhancing taste,and collaborating with diverse restaurants.

Table 2.4: Customer Satisfaction in terms of Service.

STATEMENT WEIGHTED VERBAL RANK

MEAN INTERPRETATION

1.Efficient of service. 3.46 Strongly Agree 4.5

2.Employees serve customer on time. 3.54 Strongly Agree 1

3.Employees well trained to serve 3.48 Strongly Agree 3

customer.

4.Employee should prioritize the customer 3.52 Strongly Agree 2

5.Employees can response to the customers

concern immediately 3.46 Strongly Agree 4.5

Legend: 1.00-1.75(strongly disagree), 1.76-2.50 (disagree), 2.51-3.25 (agree), 3.26-4.00

(strongly agree)

The table 2.4 shows that the question number 2 got the first place on the ranking

with 3.54 weighted mean that followed by question number 4 with a weighted mean of

3.52 tells that employees serving on time is important because it shows respectful

customer’s time, it demonstrate their commitment to providing good service and meeting
the needs of the customer, while the question number 1 and 5 are the lowest place in the

ranking with a 3.46 weighted mean.The study of, Alnaser et. Al (2020), examines the

relationship between employee satisfaction and customer satisfaction in the service

industry. It examines five variables affecting customer satisfaction: communication,

rewards, loyalty, retention, and commitment. The findings show a causal relationship

between customer satisfaction and employee satisfaction, emphasizing the importance of

understanding employees' satisfaction roles. Further research is suggested.

Table 3.1: Expectation and Preferences of Customers when dining at Café Paste in

terms of Foods.

STATEMENT WEIGHTED VERBAL RANK

MEAN INTERPRETATION

1.Taste of food compared to your 3.46 Strongly Agree 3

expectation.

2.Portioned sizes compared to your 3.45 Strongly Agree 5

expectation.

3.Presentation of food based on your 3.48 Strongly Agree 2

preferences.

4.Dining experience meeting your 3.50 Strongly Agree 1

preferences

5.Revisit how you will meet your 3.45 Strongly Agree 4

expectation and preferences

Legend: 1.00-1.75(strongly disagree), 1.76-2.50 (disagree), 2.51-3.25 (agree), 3 .26-4.00

(strongly agree)
 The table 3.1 shows that the question number 4 has the highest weighted mean

with 3.50 that shows the dining experience meeting preferences is important for customer

retention, positive reviews, and recommendation, while question number 2 has the lowest

weighted mean with 3.45. According to Carins et. Al 2020), the impact of food services

cape changes on customer satisfaction in a military dining setting. It found a strong

relationship between food variety and satisfaction, and a moderate relationship between

facility aesthetics and satisfaction. These factors explained 58% of variance in

satisfaction, demonstrating the potential for improving diner satisfaction in institutional

food service outlets.

Table 3.2: Expectation and Preferences of Customers when Dining at Café Paste in

terms of Environment.

STATEMENT WEIGHTED VERBAL RANK

MEAN INTERPRETATION

1. Ambiance 3.47 Strongly Agree 4

2. Comfortable and cleanliness 3.54 Strongly Agree 1

3. Décor and design 3.48 Strongly Agree 3

4. Overall atmosphere 3.52 Strongly Agree 2

5. Level of noise 3.45 Strongly Agree 5

Legend: 1.00-1.75(strongly disagree), 1.76-2.50 (disagree), 2.51-3.25 (agree), 3.26-4.00

(strongly agree)

The table 3.2 shows that the question number 2 has the highest weighted mean

with 3.54 shows that having a comfortable and cleanliness is important for customer

satisfaction including health and safety, and it contributes to a positive dining experience
for customers, while question number 5 has the lowest weighted mean with 3.46.

According to Kim and Bachman (2019), the Canadian restaurant industry faces

competition, and restroom cleanliness (RRC) is crucial for customer satisfaction.

Restroom appearance and personal hygiene items impact cleanliness, with older patrons

more likely to report issues. RRC is essential for food service success and academic

research, with future directions discussed for both industry and academic research.

Table 4: Customer satisfaction impact of Customer Loyalty

STATEMENT WEIGHTED VERBAL RANK

MEAN INTERPRETATION

1. Service 3.46 Strongly Agree 4

2. Quality of food 3.48 Strongly Agree 3

3. Ambiance 3.43 Strongly Agree 2

4. Price 3.49 Strongly Agree 1

5. Environment 3.40 Strongly Agree 5

Legend: 1.00-1.75(strongly disagree), 1.76-2.50 (disagree), 2.51-3.25 (agree), 3.26-4.00

(strongly agree)

The table 4 shows the impact of customer loyalty is presented. The highest mean

is 3.49 which is the respondents strongly agree for price because it is directly impacts

customer' perception of value of money and affordability. Followed by ranked 2 for

which respondents strongly agree on quality of food. In the other hand the lowest rank the

respondents also strongly agree for environment with a weighted mean of 3.40.

According to Wantara and Tambrin (2019), the impact of price and product quality on

customer satisfaction and loyalty in Bangkalan. A survey of 200 respondents was

conducted, with a purposive sampling method. The results showed that price significantly

influences customer satisfaction, while product quality positively impacts satisfaction.

However, customer satisfaction has a significant positive impact on loyalty, while

product quality has a less significant positive impact.

Table 5: Strategies that will Café Paste Implemented.

STATEMENT WEIGHTED VERBAL RANK

MEAN INTERPRETATION

1.Offer loyalty program to reward frequent

customer. 3.44 Strongly Agree 6

2.Promotions or discounts for regular

customer. 3.49 Strongly Agree 2.5

3.Excellent customer service. 3.49 Strongly Agree 2.5

4.Implementing feedback system to meet 3.51 Strongly Agree 1

customer needs.

5.Implementing digital ordering options 3.4 Strongly Agree 8

6.Adding new menu items to engage 3.37 Strongly Agree 9

costumer.

7.Hosting events or workshops to engage 3.46 Strongly Agree 4.5

costumers.

8. Providing high consistently quality foods 3.46 Strongly Agree 4.5

and beverages.

9. Improve service quality 3.42 Strongly Agree 7

Legend: 1.00-1.75(strongly disagree), 1.76-2.50 (disagree), 2.51-3.25 (agree), 3.26-4.00

(strongly agree)
 The table 5 shows the strategies will Café Paste implement is implementing

feedback system to meet customer need because to ensure they are meeting customer

needs and constantly improving their offerings to provide the best possible experience for

their costumer have a total highest weighted mean of 3.51. Adding new menu items to

engage costumers has a lowest rank with a weighted mean of 3.37. According to JKuhl

and Procedia,( 2019). This paper discusses the importance of individualization in product

development, focusing on addressing individual customer requirements and addressing

internal complexity. It discusses different strategies, their benefits and limitations, and

decision-making models for businesses to choose the right strategy.

CHAPTER 5

SUMMARY OF FINDINGS, CONCLUSIONS, AND RECOMMENDATIONS

This chapter presents the summary of findings, conclusions drawn and the

recommendations made by the researchers. This study was based on the results of the

gathered from the respondents

Summary of Findings

The study aimed to determine the level of customer satisfaction in Café Paste in

Camiling, Tarlac. It also sought to find out the profile of the respondents in terms of their

age, gender, civil status, location, and monthly income. What are the customer
satisfaction in terms of, price, ambiance, foods, and services. What are the expectation

and preferences when dining at Café Paste in terms of foods and environment. How does

customer satisfaction impact customer loyalty. And what are the strategies that Café

paste will implemented.

The study used descriptive research design to obtain information concerning the

current status of the phenomenon. The instruments used were five sets of questionnaires,

one was the demographic profile, customer satisfaction, expectations and preferences,

customer loyalty, and strategies that café paste will implemented.

The researcher sought permission and approval form the owner of Café Paste in

Camiling, Tarlac and personally administered the questionnaires to the respondents with

the help of Café Paste staff and was able to get response from the respondents.

1. In terms of demographic profile, 64 or 43% of respondents aged 16-20, while 5 or 3%

of the respondents are 46-50 years old. Majority of the respondents are female. However,

109 or 73% are single, while 41 or 27% are married. Moreover, Camiling had the highest

frequency with 42 or 42%, while Birbira with a lowest frequency of 3 or 2% due to it

distance. Lastly, most of the respondents has a monthly income of 5,000 below with a 87

or 58%.

2. In the description of customer satisfaction in terms of price majority of the respondents

with the weighted mean of 3.54 strongly agreed which 3.46 to pay slightly higher price

for more innovative.

 In terms of ambiance most of the respondents choose with the statement

cleanliness of serving and dining areas to creates a positive ambiance, enhancing

 customer satisfaction and dining experience, while strongly agreed with the

physical appearance is fresh and good.

 In terms of foods majority of the respondents strongly agreed with the statement

taste of foods including flavors, seasoning and freshness with a highest weighted

mean of 3.49, while presentation of food has the lowest weighted mean with

3.38.

 In terms of service strongly agreed and satisfied with the employees serve

customer on time with an overall mean of 3.54.

3.1. The expectation and preferences reveal that meeting customer preferences is crucial

for customer retention, positive reviews, and recommendation, has the highest weighted

mean of 3.50.

3.2 Reveals that customer satisfaction, health, and safety are significantly influenced by

the quality of dining experience, with comfortable and cleanliness being the most

important factors with a weighted mean of 3.54

4. Based form the data gathered the impact of customer loyalty, with the highest mean of

3.49 indicating strong agreement on price, while the lowest mean of 3.40 suggests strong

agreement on environment.

5. The Café Paste’s strategies for customer satisfaction, including implementing a

feedback system has a highest weighted mean with 3.51 and adding new menu items,

with the lowest weighted mean with 3.37.

Conclusions
 Based on the indicated findings, the following conclusion were drawn.

1. With the regards to the demographic profile findings to the respondents 16-20 years

old are the range of students. Most of the respondents are female, in the location

Camiling has the most respondents compared than Birbira and when it comes to monthly

income 5,000 below.

2. In terms of price, the respondents strongly agreed they recommend based on pricing. In

addition, in terms of ambiance most of the respondents strongly agreed with the

cleanliness of serving customer on time. Lastly, most of the respondents in terms of foods

most of the respondents are strongly satisfied with taste.

3. Most of the respondents in terms of expectation and preferences when dining at Café

Paste strongly agreed with the dining experience meeting your preferences. However,

most of the respondents in terms of environment strongly agreed with comfortable and

cleanliness.

4. The impact of customer loyalty are mostly satisfied with the price.

5. The strategies that will café past implemented are implementing feedback system,

which are the most respondents strongly agreed.

Recommendations

The researchers recommend the following:

1. To the Customers. should provide feedback to café staff, clearly communicating

preferences and areas for improvement. They should also be open to trying new items

and providing constructive feedback to help shape the café’s offerings to better meet

customer needs.

2. To the Workers. should prioritize high-quality products, maintain a culture of

continuous improvement, and incorporate customer feedback into product development

to meet or exceed customer expectations and enhance customer satisfaction.

3. To the Owner. should regularly gather customer feedback, actively listen, improve

product, and provide excellent service to ensure customer satisfaction and build strong

relationships.
 REFERENCES

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 APPENDIX A

Republic of the Philippines

Department of Education

School Division of Tarlac Province

VELMAN INSTITUTE OF TECHNOLOGY INC.

Camiling. Tarlac

March 16, 2024

Fellow customers,

I’m the grade 12 Einstein of Velman Institute of Technology Inc. are presently

conducting a research study entitled “Level of Customer Satisfaction of Café Paste in

Camiling, Tarlac”

In this connection may we request your kind permission to please answer the

survey questionnaire provided.

All response will be confidential and your participation in the study is voluntary.

Very truly yours, Noted By:

Janeth Arcibal Ariel D. Balacaoc

 APPENDIX B

SURVEY QUESTIONNAIRE

Name:____________(optional) Location:____________

Gender:___________ Monthly Income_______

Status: ___________

DIRECTION: Below are the statements to the level of customer satisfaction in Café

Paste. Use the following as your guide.

Numerical Rating Categorical Response Verbal Interpretation

4 Strongly Agree Very Satisfied

3 Agree Satisfied

2 Disagree Less Satisfied

1 Strongly Disagree Least Satisfied

DIRECTION: Below are the statements of customer in terms of Price

Statement VS S LE LA

(4) (3) (2) (1)

1. Fair and competitive to similar branch

2. Quality justifies the pricing

3. Recommend based on pricing

4. Pay slightly for more innovative

DIRECTION: Below are the statements of customer in terms of Ambiance

Statements VS S LE LA

(4) (3) (2) (1)

1. Physical appearance is fresh and good.

2. Cleanliness of serving and dining area.

3. Facility arrangement is well-ordered and easy to find.

4. Decoration is attractive and modern.

DIRECTION: Below are the statements of customer in terms of Food.

Statement VS S LE LA

(4) (3) (2) (1)

1. Portioned size.

2. Taste.
 3. Presentation of food.

4. Variety of food available.

5. Overall value of money serve.

DIRECTION: Below are the statements of customer satisfaction in terms of Service.

Statement VS S LE LA

(4) (3) (2) (1)

1. Efficient of service.

2. Employees serve customer on time.

3. Employees well trained to serve customer.

4. Employees prioritized the customer.

5. Employees can response to the customers concern

immediately.

DIRECTION: Below are the expectation and preferences of customer in terms of Food

Statement VS S LE LA
 (4) (3) (2) (1)

1. Taste of food compared to your expectation.

2. Portioned size compared to your expectation.

3. Presentation of food based on your preferences

4. Dining experience meeting your preferences.

5. Revisit how you will meet your expectation and

preferences.

DIRECTION: Below are the expectation and preferences of customer in terms of

Environment.

Statement VS S LE LA

(4) (3) (2) (1)

1. Ambiance.

2. Comfortable and cleanliness.

3. Decor and design.

4. Overall Atmosphere.

5. Environment.

DIRECTION: Below are the statement that the customer satisfaction impact of customer.

Statement VS S LE LA
 (4) (3) (2) (1)

1. Service.

2. Quality of food.

3. Atmosphere and ambiance.

4. Price

5. Environment.

DIRECTION: Below are the expectation that the customer satisfaction impact of

customer.

Statement VS S LE LA

(4) (3) (2) (1)

1. Offer Loyalty program to reward frequent customer.

2. Promotions or discounts for regular costumer.

3. Excellent customer service.

4. Implementing feedback system to meet customer need.

5. Implementing digital ordering.

6. Adding new meu items.

7. Hosting events or workshops to engage customer.

8. Providing high consistently quality of foods and

beverage.

9. Implementing service quality.