Final Thesis Cabanag
Final Thesis Cabanag
Final Thesis Cabanag
IN ORMOC CITY
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A Thesis Presented to
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In Partial Fulfillment
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By:
Pernito, Checyde A.
December 2022
APPROVAL SHEETS
ACKNOWLEDGEMENT
First and foremost, the researcher would like to give gratitude and praise to Lord, the
Almighty. for His gifts that would let the researchers fulfill our research successfully.
The researchers would like to express their deepest and sincerest gratitude to their
research adviser, Bonard B. Torres and Roxy Bandejo in Eastern Visayas State University
(EVSU), appreciates the researchers genuine gratitude for providing them with the opportunity
to support their research and also for their guidance and encouragement throughout the whole
process. we have indeed been particularly impressed by his creativity, passion, truthfulness, and
determination. He told us how to conduct a research and communicate the outcomes in the
easiest and understandable way. Being able to work and learn under his instruction was indeed a
tremendous privilege and an honor. I am incredibly delighted of everything that he has granted
us. We would really like to convey our gratitude to him for his companionship, kindness, and
good sense of humor.
And lastly, the people in our family and research colleague have been much more
significant to us in the development of this endeavor than anyone else. We would like to
acknowledge our parents for their encouragement and devotion with whatever we accomplish.
They are the best precedents to follow.
CHAPTER I
INTRODUCTION
Customer satisfaction has gained great attention in the literature. A number of previous
studies have been carried out on different types of snack house in order to examine the level of
customer satisfaction preferences and expectations. One of the biggest contemporary challenges
of Snack house service industries is to provide and to maintain the customer satisfaction.
Overwhelming customer demand for quality products and service has in recent years become
increasingly evident to professionals in the snack house services. According to indeed.com
(2019), customer satisfaction determines whether consumers are happy with the products or
services offered to them by the company. Customer satisfaction is directly linked to customer
retention and companies’ sustainability. Measuring customer satisfaction provides data on how a
company will perform in the future while measuring sales indicates the company’s performance
in the past or present. Customer satisfaction has been one of the top tools for a successful
business. Poor service quality increases customer dissatisfaction and the likelihood that
customers dine at a competitor’s and/or become an active champion in persuading others to go
elsewhere (Gilbert et al., 2004). . Hence, it is crucial for service managers to understand how
customers perceive the service they provide, and what components might determine the nature of
the perceived service quality in Snack house. The intensely competitive environment existing in
the restaurant sector makes it vital that firms achieve customer satisfaction in order to survive in
the long term. Obtaining customer satisfaction means that customers repeat the experience
service and that they become an effective and efficient communication resource, at no cost to the
firm.
This study is designed to determine the level of customer satisfaction in selected snack
house in Ormoc City.
1.1 age;
1.2 gender; and
3. Is there a significant relationship between the customer's profile and their level of
satisfaction in terms of Food and beverage, ambiance, and employee’s performance?
Food and
Beverage
quality
Physical
Environment
quality
Level of Behaviorial
Customer Intention
Employee’s
Satisfaction
Performance
Quality
Research Hypothesis
Null Hypothesis:
Ho1: There is no significant difference in the level of customer satisfaction in selected snack
house in Ormoc City
Ho2: There is a significant difference in the level of customer satisfaction in selected snack
house in Ormoc City
Significance of the Study
HM Student: This will be a tool that will guide and navigate us in discovering credible, reliable,
and paramount factors that are known as indispensable data for further understanding on the
topic. Being a novice for this kind of topic is challenging for the upcoming hotelier, restaurant
worker, or owner of the restaurant in the future.
Snack house: This study will assist them understand what the potential customer response for
the snack house. Additionally, they will be aware of how should they pleased their customer in
terms of their products and service they receive. Additionally, it serves as a manual on how to
operate a business and what excellent customer service should look like.
Researchers: This enables them to look for strong evidences and responses from the respondent.
It improves their research skills little-by-little.
Future Researchers: This is a big help to future researchers because it serves as their guide in
making their first research.
Staff: The given data would guide the staff to have a deeper understanding the illustration
whether their customer base likes what their service performance or what they are doing.
Management: The result of this research will provide the management with some knowledge
about the high satisfaction leads to greater customer retention, higher lifetime value, and a
stronger brand reputation.
This main focus of this study is the level of customer satisfaction in Ikea cakes and
snacks.
This study shall conduct at the Ikea's cakes and snack of 25 Bonifacio St, Ormoc, 6541
Leyte from the month of January 10 to January 25, 2023. A total of one hundred fifty (150)
customers from Ikea cakes and snacks will be the respondents of the study.
Definition of Terms
For clearer understanding of this study, the following terms were defined the concepts or
factors that will be discussed throughout our study.
Snack House- a place where light meals or snacks can be obtained often with a self
service system.
Food and Beverage - means any restaurant, cafeteria, bar/lounge, entertainment, room
service, retail food or beverage operation, continental breakfast, food and beverage concessions
and similar services offered at the the facility. The process of preparing, presenting and serving
of food and beverage to the customers.
Customer Satisfaction - a measurement that determines how happy customers are with a
company's products, services, and capabilities and over all customer expectations. It reflects our
business health by showing how well your products or services resonate with buyers.
Customer Service - the support you offer to your customers both before and after they
buy and use your products or services that helps them have an easy and enjoyable experience
with you.
Staff Service - personnel who assist their superior in carrying out an assigned task.
Customer expectations - definition states these are the service standards that customers
anticipate from brands. Their desires shape their service expectations and influence your
business decisions when you design the customer experience. Customer expectations are
decision influencers.
CHAPTER II
Nowadays an unhappy customer is more likely to tell others about their negative
experience than a happy customer is to share a positive one. Having a social media platform is
easier to spread the negative or positive feedback than ever before. If a customer has a bad
experience with the snack house, they can broadcast it to millions of people before they’re even
out the door. Prioritizing customer satisfaction and making changes based on negative feedback
can help the snack house business get better reviews—and, in turn, more customers.
As you see, you can’t underestimate the importance of customer satisfaction. It’s the best
way to secure loyal customers who’ll eventually turn into brand ambassadors. Every company
should treat customer satisfaction as an essential business factor and work on improving it. It
seems self-evident that companies should try to satisfy their customers. Satisfied customers
usually return and buy more, they tell other people about their experiences, and they may well
pay a premium for the privilege of doing business with a supplier they trust. Statistics are
bandied around that suggest that the cost of keeping a customer is only one tenth of winning a
new one. Therefore, when we win a customer, we should hang on to them. Conducting a
customer satisfaction survey is a good way to start measuring where you stand in terms of
customer loyalty. To delight your customer is to show that you care about them. No wonder it
brings a smile to their face! The greater your success in delighting your customers and providing
good customer service, the greater success you will enjoy in your business.
According to InfoQuest (2018), the repeat purchase rate of “totally satisfied” customers is
3 to 10 times higher than that of “somewhat satisfied” customers. Knowing your customer
service ratings provides a far greater chance of understanding what your potential revenue will
be.
In researcher’s opinion, there were a customer satisfaction began with management for
the reason that if a staff is well trained, they can provide good service. They will have a lot of
customers if their service is good and they are honest with them. To achieve their goal, they must
follow the rules of their organization.
Greenwell et al., (2002) defines customer satisfaction to be the after purchase judgment
related with the purchase decision. Ha and Jang (2010) in their study to examine customer
satisfaction in an ethnic restaurant segment, found customer satisfaction to be the cognitive
assessment of service or food quality and affective elements caused by experience of
consumption Saxena, (2017). In general customer satisfaction can be considered as an overall
level of satisfaction with the product or service experience.
In a restaurant the owner really aims to make the customer satisfied with the services of
their business. One objective of the restaurant owner is to make their customer satisfied not only
with the food and the appearance of the restaurant but most especially the overl all services of
the restaurant.
Customers satisfaction define based on the services quality that a business provided. It is
a very important factor in a services to satisfied a customer because it shows that the customers
are really happy and satisfied with their services. It is important to know that the customers meet
the expectations that they aim for.
RESEARCH METHODOLOGY
Research Design
This research study uses quantitative type of research to measure the level of customer
satisfaction in Ikea Cakes and Snacks in Ormoc City. An survey is conducted, afterwards a
questionnaire was given to the participant.
Research Environment
The locale of this study is in Ikea Cakes and Snack which is located in 25 Bonifacio
Street of Ormoc City, Leyte. The Ikea Cakes and Snack is a walking distance from terminal and
also it is accessible by land transportation from all points of Ormoc City. In addition, some
customers visit to the Ikea Cakes and Snack since it is close to the school and establishments
where people will pass on their way to terminal.
Research Instrument
Research Respondent
The respondent of the study is the customer from the month of January 10 till January 25
2023. All of these participants was selected through random sampling. The chosen respondent is
containing of one hundred fifty (150) respondents from selected customer in Ikea cakes &
snacks. Those customer of Ikea cakes & snacks is chosen by the researchers because they are
suitable and applicable to the study.
In the day of January 10, 2023 this was the first day of the researchers plan to conduct a
survey in Ikea cakes & snacks. A letter of request to conduct the study was prepared and the
questionnaire checklists are distributed to the participants. The researchers explain to the
respondents the importance of their response to the study. The researchers clarify some terms to
the respondents so that the respondents can answer the questionnaire with full knowledge of their
responsibility as the subject of the study. The researchers requested the respondents to answer
with all honestly. Respondents were given time to respond and then the researchers collected the
survey questionnaire in that day. The researchers will accommodate 10 respondents in everyday
and up until January 25, 2023 with the result of 150 respondents who were participated in a
researcher’s survey.
After collecting all the data, the researchers with the help of the statistician tabulated and
tallied the survey.
The data to be gathered in this study will be subjected to the following statistical
treatment:
where:
f
%= ×100
N % = Percent
f= Frequency
N= Number of respondent
Likert formula was used in order to determine the minimum and the maximum length of
the 5 point scale. The common values for the options starts with “Very dissatisfied” at 1 point
and “Very satisfied” at 5 points. In order to get the mean of the result, the total number of
responses is divided by the number of respondent.
This will be used to determine the assessment of the respondents with regards to the Food
and beverage, ambiance, and staff of the snack house.
X=
∑X Where:
N
X= Mean
N= number of cases
References
Everything you need to know about customer satisfaction. (2019, December 12), Retrieved from
https://www.indeed.com/career-advice/career-development/customer-satisfaction
Gartner. (2018, March 12). Key Findings From the Gartner Customer Experience Survey.
Retrieved from https://www.gartner.com/en/marketing/insights/articles/key-findings-from-the-
gartner-customer-experience-survey
Gilbert, G.R., Veloutsou, C., Goode, M.M.H. and Moutinho, L. (2004), “Measuring customer
satisfaction in the fast food industry: a cross-national approach”, The Journal of Services
Marketing, Vol. 18 No. 5, pp. 371-83.
Qin, H. and Prybutok, V.R. (2008), “Determinants of customer-perceived service quality in fast-
food restaurants and their relationship to customer satisfaction and behavioral intentions”,
Quality Management Journal, Vol. 15 No. 2, pp. 35-50.
Curriculum Vitae
Contact #:
Email Address:
PERSONAL INFORMATION
Name : Janessa Bianca C. Cabanag
Age : 21 years old
Sex : Female
Address : Brgy. Danhug Ormoc City
Date of Birth : October 04, 2001
Place of Birth : Ormoc City
Weight : 50 kgs.
Height : 5’7’
Civil Status : Single
Religion : Roman Catholic
Father’s Name : Nilo V. Cabanag Sr.
Mother’s Name : Imelda C. Cabanag
EDUCATIONAL ATTAINMENT
Elementary : San Antonio Elementary School
Secondary : Ipil National High School
Tertiary : Eastern Visayas State University
Course : Bachelor of Science in Hospitality Management
APPENDIX I
Curriculum Vitae
Contact #:
Email Address:callaocristal@gmail.com
PERSONAL INFORMATION
Name : Cristal Grace D. Callao
Age : 20 yrs. old
Sex : Female
Date of Birth : May 04, 2002
Place of Birth : Brgy. Macabug Ormoc City
Weight : 50
Height : 5'9
Civil Status : Single
Religion : Catholic
Father’s Name : Arthur J. Almaden
Mother’s Name : Sally Mae C. Almaden
EDUCATIONAL ATTAINMENT
Elementary : Macabug Elementary School
Secondary : Dr. Geronimo B. Zaldivar Memorial School of Fisheries
Tertiary : Eastern Visayas State University
Course : Bachelor of Science in Hospitality Management
APPENDIX I
Curriculum Vitae
Contact #:
Email Address:
PERSONAL INFORMATION
Name : Checyde A. Pernito
Age : 22 years old
Sex : Female
Date of Birth : May 15, 2000
Place of Birth : Montealerge Kanangga Leyte
Weight : 54 kgs.
Height : 5’3’
Civil Status : Single
Religion : United Penticostal Church
Father’s Name : Julito C. Pernito
Mother’s Name : Gemma M. Andales
EDUCATIONAL ATTAINMENT
Elementary : Montealegre Elementary school
Secondary : New Ormoc City National Highschool
Tertiary : Eastern Visayas State University
Course : Bachelor of Science in Hospitality Management
APPENDIX I
Curriculum Vitae
Contact #: 09855893695
Email Address: aprilrgeahayag257@gmail.com
PERSONAL INFORMATION
Name : April Rhea S. Hayag
Age : 20
Sex : Female
Date of Birth : April 8, 2002
Place of Birth : Sitio Parilla, Brgy. San Vicente, Matag-ob, Leyte
Weight : 47kg
Height : 5'6
Civil Status : Single
Religion : Roman Catholic
Father’s Name : Antonio M. Hayag Jr.
Mother’s Name : Ma. Reylita S. Hayag
EDUCATIONAL ATTAINMENT
Elementary : San Vicente Elementary School
Secondary : Matag-ob National High School
Tertiary : Eastern Visayas State University
Course : Bachelor of Science in Hospitality Management
Age:
15-21yrs.old
22-30yrs.old
31-55yrs.old
Gender:
Female
Male
Educational Attainment:
College Undergraduate
College Graduate
Doctoral Degree
Place an "✔️" in the box that most closely describe your dining experience at Ikea Cakes and
Snacks.
5 4 3 2 1
5. The Food and Beverage was a good value for the price
B. Ambiance 5 4 3 2 1
5. Background Noise
6. Well-Lighted Venue
C. Staff 5 4 3 2 1
1.
3. Speed of service
5. Job Knowledge