CUSTOMER'S SATISFACTION IN BURROW UNLIMITED

CHICKEN WINGS RESTAURANT IN CEBU CITY

A Thesis

Presented to the Faculty of the

College of Hospitality Management

University of Cebu-Banilad

Cebu City, Philippines

In Partial Fulfillment of the

Requirements for the

Degree of Bachelor of Science in Hospitality Management

by:

MARY ANNETTE P. BIHAG MARIE ANN GOLEZ

ERICKA FAYE C. PINO MARIA THERESA A. VILLAMOR

2022
 TABLE OF CONTENTS

Page

CHAPTER

1 THE PROBLEM AND ITS SCOPE 1

INTRODUCTION

Rationale of the Study 1

Theoretical Background 5

THE PROBLEM

Statement of the Problem 18

Statement of Null Hypothesis 19

Significance of the Study 26

RESEARCH METHODOLOGY

Research Design 27

Research Environment 28

Research Respondents 28

Research Instrument 28

Dry Run Procedure 29

Research Procedures 30
 Data Collection 30

Treatment of Data 31

Ethical Consideration 31

Trustworthiness of the Research 33

DEFINITION OF TERMS 35

REFERENCES 36

CHAPTER 1
 THE PROBLEM AND ITS SCOPE

INTRODUCTION

Rationale of the Study

Customer satisfaction is a critical concept to understand and live by.

Customer satisfaction is about more than a money-back guarantee it is
about the entire customer experience (Bernazzani,2022). Customer
satisfaction is a measurement that determines how well a company’s
products or services meet customer expectations. It is one of the most
important indicators of purchase intentions, customer loyalty and it helps
predict business growth and revenue (Szyndlar,2023).

Customer satisfaction (CSAT) measure of how well a company’s

products, services, and overall customer experience meet customer
expectations. It reflects your business’ health by showing how well your
products or services resonate with buyers (Franklin,2023).

Customer satisfaction should be considered a vital component of any

business because it provides marketers and business owners with a metric
that can be used to measure and improve business performance from a
customer perspective. Not only is it a leading indicator of consumer
repurchase intentions and loyalty, but it is also a great way to understand
if they will become long term repeat customers or even advocates. On the
other hand, it can also provide the initial warning signs that a customer is
unhappy and potentially at risk of leaving. With all this considered,
customer satisfaction can provide businesses with crucial information to
understand what aspects are successful and where improvements need to
be made (Ben,2017).
 In Ireland, a Golden Elephant Restaurant says customer is no longer
welcome after making 'too many complaints'. The disgruntled customer
went back to eat at the Golden Elephant in Ireland despite complaining on
previous visits and said the food was so full of salt and it was inedible.
The unhappy customer's latest review told how they had "spent
thousands" at the Golden Elephant over the years where "things weren't
always satisfactory". They told of their disappointment after ordering a
dish they knew they would like which arrived "so laden with salt" that
they couldn't eat it (O ' Callaghan and Sharman , 2022 ) .

In 2017, TRIPADVISOR review about Tapa king in Mandaluyong

City 1552, Manila, Luzon, Philippines. According to Jennifer and with
her husband they dined at Tapa King Boracay on November, 2017. They
had the worst experience ever: dirty table, no water, no tissue, no vinegar
available. The mais con yelo is a mixture of milk, few corn kernels and a
big chunk of ice and cannot be eaten. To add to their disappointments the
waitress did not even show any care and did not say anything but just
look at them in a blank face. She thinks that the crew did not undergo any
guest service training because when a group of guests came to order she
just told them to wait and continue clearing the tables and did not attend
to them (TRIPADVISOR,2017).

In 2022, TRIPADVISOR review about Feria Japanese, Indian,

Filipino Restaurant #1 of 753 Restaurants in Cebu City, Serging Osmena
Boulevard Corner of Juan Luna Avenue Radisson Blu Hotel, Mabolo,
Cebu City 6000 Philippines. According to zavalaphilam and with her wife
they dine in feria restaurant on May 2022 on the first choice never
responded to the reservation request. Roast beef was not a roast. It was a
chunk of meat and gristle. One of the worst pieces of meat that they had
in the Philippines. Metro grocery in their home town had better sushi.
Pastas we’re ok but it’s hard to ruin pasta. Desserts were not appetizing
and not maintained. Many items not labeled. His Wife chose some
cheeses and was disappointed because no label and many were not to her
taste. Didn’t find out until most of the way through the meal that soft
drinks were available if you ask the waiter. Juice selection is a lot better
at another well known buffet here in Cebu. Potatoes were another dish
you needed to ask for as it was not on display. (TRIPADVISOR,2022)

Zeithaml and Bitner (2003) said that satisfaction is the consumer

fulfillment response. It is a judgement that a product or service feature, or
the product of service itself, provides a pleasurable level of consumption-
related fulfillment. The emphasis is thus on obtaining a certain
satisfaction in relation to purchasing. Definition is the most relevant to
the aims of this study. They say that customer satisfaction is a reaction to
the experience gained, there is no distinction between conscious and
unconscious comparisons in their definition. Additionally, Zairi et al
(2000) there are numerous studies that have looked at the impact of
customer satisfaction on repeat purchase, loyalty and retention. They all
convey a similar message in that. Hoyer and MacInnis (2001) said that
satisfaction can be associated with feelings of acceptance, happiness,
relief, excitement, and delight. There are many factors that affect
customer satisfaction. Despite that there are number of authors conducted
a study related to customer satisfaction, still, there is a need to investigate
the satisfaction of the guest in a Restaurant particularly in the
Restaurant’s Product, Price, Ambiance and Staff.

The proponents of this study are the Bachelor of Science in

Hospitality Management students in University of Cebu Banilad Campus.
The researchers undertake management courses that can aid and apply in
this study. The knowledge obtained from their courses, such as Strategic
Management and Total Quality Management can contribute to the
proponents’ understanding in conducting the research study. With regard
to this course, it gives an outline particularly with regard to customers
expectation, customer satisfaction and quality of satisfaction in terms of
the product, price, ambiance including the staff and all of which are
associated with the customers satisfaction in burrow unlimited chicken
wings restaurant in Cebu city.

With the above evidences and data, it is evident that customer

satisfaction can be defined as an overall customer attitude towards a
service provider, or an emotional reaction to the difference between what
customers anticipate and what they receive, regarding the fulfilment of
some need, goal or desire. Customer satisfaction is addressed as a
strategic business development tool. Customer satisfaction does have a
positive effect on an organization’s profitability, satisfied customers form
the foundation of any successful business as customer satisfaction leads to
repeat purchase, brand loyalty, and positive word of mouth. Satisfied
customers are most likely to share their experiences with other people. In
this study has delivered an extensive source of customer satisfaction
knowledge. Customer satisfaction involves the sum of personal (product
and service) experiences driven by its antecedents. Customer satisfaction
is most often related to purchase, loyalty and retention behavior with an
effect on an organization profitability. Theory and best practices have
proven that sustainable customer satisfaction models need to be built on
well-defined transparent processes and on a consistent approach. In this
study, the researchers aim to evaluate the level of satisfaction in Burrow
Unlimited Chicken Wings Restaurant in Cebu, thereby, an appropriate
propose action plan will be formulated based on the result of this study .
Theoretical Background

This study is anchored on the the Expectancy-Disconfirmation Model

Theory has become the predominant approach in explaining citizen
satisfaction with public services. by (Van, R. and Immerwahr 2007). It
posits that citizens compare the performance of a service against their
expectations of that service. Satisfaction occurs if the perceived
performance meets or exceeds the expectations (Van, R. and Immerwahr
2007). An important development has been the application of the
expectancy-disconfirmation model (EDM) to understand citizen
satisfaction. The EDM goes beyond earlier approaches to explaining
satisfaction by focusing on citizens’ minds, rather than understanding
satisfaction only in relation to external characteristics such as service
characteristics and demographic variables. The EDM is also interesting as
a topic of study because it is a key example of a psychological theory
being introduced to and adapted by the field of public administration.
This happened a decade before the notion of “behavioral public
administration” (Grimmelikhuijsen et al 2017) was coined. It can
therefore be argued that research on citizen satisfaction using the EDM
forms part of the intellectual roots of the current wave of interest in
psychologically informed micro-level studies in public administration.

The EDM proposes that citizen satisfaction arises from a process in

which citizens compare their perceptions of the performance of a public
service against their prior expectations. The EDM originated in the
marketing literature (Oliver 2010). Customer satisfaction is a central
concept in this literature, and it can refer to several aspects associated
with a consumption experience. Since the study of Van Ryzin (2004),
who first tested the EDM's applicability to public services, the EDM has
become the predominant framework for explaining citizen satisfaction.
The core insight for scholars and practitioners from this line of research
has been that it is necessary to understand the standard (typically, the
expectation) against which citizens assess the performance of a public
service. Without this knowledge, investments in improving a public
service's performance may not result in increased citizen satisfaction.
While this has been a useful advance in knowledge, recent work has
identified some limitations of the framework, and has especially shown
that it is necessary to better theorize the determinants of expectations.

Compared to prior work, the crucial innovation of the EDM is to

draw attention to the determinants of satisfaction that are internal to
individuals. The main idea of the model, originally developed in
consumer behavior research, is that satisfaction or dissatisfaction is a
function of both a referent (a standard against which comparison is made)
and perceived performance. Typically, expectations provide the referent
against which people assess performance (Oliver 2010). Beginning with
Van Ryzin's (2004) study, which was the first to test the EDM in public
administration, the literature initially followed variations of the same
observational research strategy operationalize most or all of the concepts
in the EDM as survey items, collect them from a sample of citizens in a
single, one-time survey, and then use a multivariate method of analysis to
test the linkages hypothesized by the EDM. Expectations have become
the subject of research in their own right. James (2011) showed that
information about previous performance shapes citizens’ expectations
about future performance: high performance in the past leads to high
expectations, and low performance leads to low expectations. These
expectations then shape citizen satisfaction, along with the level of
perceived performance at the time of experiencing the service in question.
More recently, Jacobsen, Snyder, and Saultz et al (2015) took a broader
view of expectations, distinguishing expectations about performance (the
focus of the studies cited thus far) from expectations about goals, that is,
what services should be provided, and how. Indeed, there are multiple
ways for citizens to set a standard.

The Assimilation Contrast Theory, According to Lanktan and

McKnight (2012) assimilation can be regarded as general process of
incorporating new attitudes into what attitudes is available to avoid
dissonance. Assimilation Theory – Criticism Payton et al (2003) argues
that Assimilation theory has a number of shortcomings. First, the
approach assumes that there is a relationship between expectation and
satisfaction but does not specify how disconfirmation of an expectation
leads to either satisfaction or dissatisfaction. Second, the theory also
assumes that consumers are motivated enough to adjust either their
expectations or their perceptions about the performance of the product. A
number of researchers have found that controlling for actual product
performance can lead to a positive relationship between expectation and
satisfaction. Therefore, it would appear that dissatisfaction could never
occur unless the evaluative processes were to begin with negative
consumer expectations.

Assimilation, according to this theory, customers try to adjust their

expectations to bring it closer to the product’s actual performance. On the
other hand, a contrast effect is identified when the change in product
evaluation is in the opposite direction compared to the expected value of
information. In the case of assimilation-contrast theory, the theories of
contrast and assimilation are combined. In this case, there are some levels
of consumer preferences regarding acceptance and rejection. In some case
the disparity between expectations and performance is small enough and
consumers can assimilate it. This model is a generally accepted theory
utilized by marketing managers to analyze consumer satisfaction and
likelihood of purchase (Teas, Palan, 2003). It implies that consumers
purchase goods and services with pre-purchase expectations about
anticipated performance (Yüksel, 2001).

Assimilation theory is a theoretical framework which provides

more insight into consumer behavior. This theory states that assimilation
occurs when unconfirmed expectation discrepancies are assimilated by
aligning perceptions with expectations (Schifferstein, 2001). When there
is a small difference between the expectation and product performance
the consumer will tend to assimilate the product with his or her
expectation than the product performance itself. But if difference between
expectation and product performance is large which fall into the zone of
rejection than the contrast effect takes place where by the consumer will
look into the details of the difference between the product and with his or
her expectation (Lanktan & McKnight, 2012;

The Uniqueness Theory, Individuals are motivated to see one own

self as different and distinctive from others for a meaningful self-
identification (Vignoles et al 2000). The work empirically established
why people need to see themselves as different and unique compares to
their social group. People with high NFU tend to feel unpleasant about
perception of similarity with other and seek to deviates from the group
aiming to differentiate themselves from others Hence, people naturally
are motivated to maintain a level of uniqueness in order to enjoy
improving their self-image that they want others to see (Tianetal, 2001).
Hence, a consumer's self-concept within an SNS and how an individual
customer sees him/herself in comparison to others within the online brand
community can impact their satisfaction with the SNS.
 According to Tian, Bearden, and Hunter et al (2001), Need for
Uniqueness (NFU) is defined as “an individual's pursuit of differentness
relative to others that is achieved through the acquisition, utilization, and
disposition of consumer goods for the purpose of developing and
enhancing one's personal and social identity”. The very essence of ‘the
need for uniqueness’ is fundamentally based on counter-conformity, as
consumers with a high level of NFU tend to deviate from others in their
group. Feeling differentiated from other people has long been recognized
to have a significant impact on consumer behavior (Chan, Berger, &
Boven, et al 2012; Simonson & Nowlis, 2000).

Avoiding similarity refers to “devaluing and avoiding the purchase

of products or brands that are perceived to be commonplace” (Tian et al.,
2001). The enhancement of self-concept and uniqueness occurs through
acquiring symbolic meanings from purchased products or engaging with
brands through internal and personal processes. The search for self-
enhancement is intensive during low self-esteem or during high
perception of similarity. People are naturally motivated to build and
maintain relationships with others (Baumeister, 2012). Thus, such need
for uniqueness may be constrained by the need for social assimilation
(Brewer, 2012). Hence, brand congruence/similarity is, on the one hand,
key in providing the desired feeling of uniqueness searched for by a
customer, as engaging with and possessing the brand reflects the ‘unique
self’. But, on the other hand, brand similarity when shared with others
will not fulfill customers' NFU as no differentiation or specialness is
achieved. Instead it can lead customers to avoid engaging with the brand
as it will not contribute to the feeling of uniqueness. Therefore, whilst
brand similarity can contribute positively to customers' NFU, when it is
shared with others from within the same social group, customers' NFU
has negative consequences. Unless a brand acts as a supporter to
consumers' need to be different and unique, it may end up being a product
like many others (Puzakova & Aggarwal, 2018).

Thomassen et al (2003) defines customer satisfaction as “the

perception of the customer as a result of consciously or unconsciously
comparing their experiences with their expectations.” Kotler & Keller
(2008) build on this definition, stating that customer satisfaction is
determined by “the degree to which someone is happy or disappointed
with the observed performance of a product in relation to his or her
expectations.” Performance that is below expectations leads to a
dissatisfied customer, while performance that satisfies expectations
produces satisfied customers (Kotler & Keller, 2003). The definition of
Zeithaml and Bitner (2003) is slightly different from that of Thomassen.
They posit that “satisfaction is the consumer fulfillment response. It is a
judgement that a product or service feature, or the product of service
itself, provides a pleasurable level of consumption-related fulfillment.”
Zeithaml and Bitner’s emphasis is thus on obtaining a certain satisfaction
in relation to purchasing. Thomassen’s definition is the most relevant to
the aims of this study, given the emphasis it places on unconscious
perception. Although Zeithaml and Bitner, like Thomassen, say that
customer satisfaction is a reaction to the experience gained, there is no
distinction between conscious and unconscious comparisons in their
definition.

According to Oliver (2010) customer satisfaction is a consumer's

fulfilment response. This is an assessment that the features of a product or
service or the product or service itself provide or provide a level of
satisfaction related to pleasant consumption, including a less or more
level of fulfilment. Marketing strategies of companies with strong brand
loyalty tend to have a greater chance of surviving in the face of business
competition with very dynamic conditions. Companies that successfully
utilize brand loyalty will increase their profits, because they do not
require high amount of money and resources to acquire new customers.
Customer satisfaction is reflected in a person's feelings when the
perceived performance of a product or service matches customer
expectation. John and Joby (2003) stressed that customer satisfaction is
the customer's assessment of a product or service based on whether the
product or service fulfills the expectations and requirements of the
customer.

Kotler et al (2000) defined satisfaction as: “a person’s feelings of

pleasure or disappointment resulting from comparing a product’s
perceived performance (or outcome) in relation to his or her
expectations”. According to Hansemark and Albinsson (2004),
“satisfaction is an overall customer attitude towards a service provider, or
an emotional reaction to the difference between what customers anticipate
and what they receive, regarding the fulfillment of some need, goal or
desire”.

Nigel Hill (2007) To monitor their success, most organization

conduct customer satisfaction surveys, but many do so very badly,
producing inaccurate, even misleading information that is totally
unsuitable for decision making or for monitoring organization real
success in meeting their customer requirements. This is the first fully
referenced text on measuring and monitoring customer satisfaction. It
combines the experience of three practitioners from the UK s leading
specialist in customer satisfaction surveys with published practitioner and
academic knowledge from both sides of the Atlantic. It provides a clear,
step by step guide to conducting a customer satisfaction survey that will
produce a measure that accurately reflects how satisfied or dissatisfied
customers feel and will reliably monitor changes in customer satisfaction
over time.

According to Hoyer and MacInnis (2001), customer retention is

“the practice of working to satisfy customers with the intention of
developing long-term relationships with them”. However, Bowen and
Chen (2001) said that having satisfied customers is not enough, there has
to be extremely satisfied customers. Zineldin et al (2000) said that
retention can be defined as “a commitment to continue to do business or
exchange with a particular company on an ongoing basis”. This is
because customer satisfaction must lead to customer loyalty. According to
Anderson and Jacobsen (2000) “loyalty is actually the result of an
organization creating a benefit for a customer so that they will maintain or
increase their purchases from the organization’.

Brakus et al (2009), we define the “experiential unit” as the whole

set of the five kinds of customer experiences (sense, feel, act, think and
relate) arising from the dynamics of the purchasing process; customer
experiences are triggered by various elements of the marketing mix of an
offer in the three stages of the purchasing process (pre-purchase,
purchase, post-purchase phase) and ultimately are drivers of CS.
Although the understanding and improvement of the customer experience
is today considered a key to success in any customer-oriented strategy
(Verhoef et al., 2009.

Customer Satisfaction in the Hospitality Industry by Lynda (2019),

If there’s any place where customers are likely to be paying attention to
the type of service they receive, it’s within the hospitality industry. From
restaurants to hotels and everything in between, your job as a hospitality
service provider is to maintain customer happiness and satisfaction. Keep
your customers at the forefront of your operational plans to hold your
hospitality business afloat. Gone are the days when customers were happy
just receiving “please” and “thank you” or getting service with a smile.
Although those go into the recipe for proper etiquette, it’s just not
enough. Satisfied customers are looking for a memorable experience and
dynamic service where it counts. From receiving quick service to bending
the standard practices – such as extending a guest check-out in a hotel or
customizing a menu item in a restaurant – customers want to feel as if
their business is appreciated. To be on the receiving end of customers’
satisfactory ratings in surveys and among their network, anticipate their
needs and be able to have your staff deliver accordingly.

Physical environment quality satisfies and attracts new customers.

PEQ increases financial performance, and it creates memorable
experience for the customers, Ryu, K. (2016). Consumers perceive the
quality of a restaurant based on cleanliness, quirky, comfortable
welcoming, physical environment quality, and other amenities that create
the ambiance. Effect of physical environment quality on behaviors is
visible in services businesses such as restaurants, hotels, hospitals, retail
stores, and banks.

The NRA also predicted that on an average day in 2003, the

restaurant industry would post $1.2 billion in sales. The winner of this
contest over America’s taste buds is the customer who has more
restaurant options than ever before, allowing him or her to be more
finicky and demanding. Customers’ expectations for value, in relation to
price, also seem to be on the rise: people want “more” for their money.
These findings have interesting theoretical and practical implications for
the service literature, service establishments, and especially the restaurant
industry which is lucrative in size, fiercely competitive, and very
important to the public palate. In particular, it is important to comprehend
the dynamics of this industry from the perspective of the customer who is
the final arbiter of how much to spend and where, when and what to eat.

The extant literature posits customer satisfaction as the primary

driver of customer loyalty by Reinartz and Kumar (2003). The challenge
than for the businesses is to deal with customer satisfaction.

Product. The term ‘quality’ is fairly subjective and can mean

various things depending on the context. According to ASQ, it generally
refers to either: “the characteristics of a product or service that bear on its
ability to satisfy stated or implied needs; a product or service free of
deficiencies.” Using the first definition, we can see that quality and
customer satisfaction are inextricably linked a product or service that bear
on its ability to satisfy stated or implied needs, a product or service free of
deficiencies.

Customer satisfaction is “a measurement that determines how happy

customers are with a company’s products, services, and capabilities,” says
ASQ. And if a product’s quality meets or exceeds customer expectations,
it directly leads to customer satisfaction. Want to make a high-quality
product, generally need to start from the design stage. Quality is about
how well the product meets the end consumer’s needs, so you need to
design it to accomplish this.

In an article for EEWorld, Dan, J. and Nick, M. (2016) of the

product design consultancy, DCA, share an interesting model for
customer satisfaction. Their model breaks customer satisfaction into three
main areas — Expectations, Use Experience, and Longevity — each with
its own subcategories.
 Price. Pricing sends an important message to customers Melanie
(2017). Research suggests that as prices increase, so does the customers’
perception of the quality of the products being sold. This is primarily
because people are naturally sceptical about prices that appear “too good
to be true.” Exceptionally low pricing suggests to the customer that the
product in question is not particularly valuable or perhaps is of a lesser
quality than higher priced products.

Using very low pricing for your products can also make the
customer more aware of its quality in general, and they may be more
likely to identify faults or potential shortcomings. This is problematic for
customer satisfaction, contributing to the belief that what they are buying
is not particularly special or valuable. Aside from this, underpricing may
be damaging to your profit margins, and especially if your low prices are
failing to retain customers and thereby failing to offset other expenses
such as ordering costs.

At a certain price level, if the value perceived by the customer is

higher, it will create maximum customer satisfaction. Consumers will be
very sensitive about prices because consumers will compare prices with
what they get. Price has an important role in determining the decision of
consumers to buy goods or services.

Ambiance. When customers go to a restaurant for a meal, they go

there for the full experience and not just for dining there, Neha (2016).
They want to be treated and made to feel special, and therefore the
ambience that a restaurant provides them certainly contributes to these
feelings. Therefore, the right ambience allows the customers to look
forward to enjoying themselves and will most likely prompt them to stay
longer than they had intended, simply because they want to soak in the
feeling and the atmosphere of the place a bit longer.

If the ambience of the restaurant is as good as the food they serve,

then the customers will feel more at home and will also make them feel
much more relaxed while they dine in. When fine food is provided in the
right atmosphere, the customers will certainly enjoy themselves.
Customer satisfaction in restaurants is paramount. It substantially affects
your revenue, your traffic, and your reputation.

Going to a restaurant provides us with an experience that involves

all of our senses – not just the taste! Such as the music that is played in
the restaurant plays a major role in shaping the image your restaurant is
trying to project, the color scheme in the restaurant, the way chairs are
arranged in the restaurant, all of these factors plays an important role in
creating an impression about the place. Therefore, they surely provide us
with a sensory experience while visiting a restaurant.

Staff. Satisfied employees help produce satisfied customers.

Satisfied employees are likely to assist customers with a more pleasant
demeanor and a higher level of customer service. This creates a more
satisfying customer experience, increases customer loyalty, and
ultimately drives increased profitability. Conversely, low employee
satisfaction and overall low employee morale can negatively effects
company operations greatly, causing dissatisfied customers and hurt
profitability.

And it’s probably no surprise that the most important part of the
customer experience is service. Customer satisfaction is positively
influenced by service quality of the staff, whereas customer loyalty is
positively influenced by customer satisfaction. Any business, including
your business, needs to focus efforts on front-line service staff – those
employees that have direct, daily contact with customers.

The connection between front-line employees and customers

should be at the center of management attention. Managers need to take
into consideration the additional factors that yield profitability at every
level in the organization, including: investment in good, quality workers;
technology that supports front-line employees; concrete recruiting and
training practices; and compensation linked to employee performance.

Restaurant customers are using word of mouth to share positive and

negative reviews with others. Han and Ryu (2012) found that when
restaurants focused on improving service interactions, there was an
increase in customer trust and desire to share positive word of mouth.
When restaurants attempted to target customer preferences and develop
promotions or events that customers found satisfying, positive word of
mouth increased (Han & Ryu, 2012). Electronic word of mouth is more
pertinent regarding intangible services like restaurants; however little
research has been conducted into the significance of e-wom on the
restaurant industry (Jeong & Jang, 2011). E-wom platforms can provide
restaurants with an opportunity to follow the conversations of customers
unlike traditional word of mouth (Parikh, Behnke, Vorvoreanu, Almanza,
& Nelson, et al 2013).

Satisfied customers are not price sensitive, buy additional products,

are less influenced by competitors, and stay longer with the organization.
Although customer satisfaction is important, it is not necessary for the
organization that all the customers are equally satisfied. There can be
many customers whose satisfaction is less important, such as those the
organization is not able to serve or who are not profitable. On the other
hand, there are customers whose satisfaction is crucial for the survival of
the organization, and hence the goal is always to be to satisfy these
customers.

Satyendra et al (2020) In the present day environment, customer

satisfaction has assumed greater importance than before. The
globalization of competition, saturation of markets, and development of
information technology have enhanced customer awareness and created a
situation where long-term success is no longer achieved through
optimized product price and qualities. Instead, the organization is to build
its success on a long-term customer relationship. As per a study, it can
cost as much as six times more to win a new customer than it does to keep
an existing one. Also, it is possible for the organization to increase profit
substantially, if it is successful in reducing the migration of its customers.

The presented theories about the Theory of Expectancy-

Disconfirmation Model Theory, Assimilation Theory, The Uniqueness
theory, related literature, and related studies about the Customer
Satisfaction in terms of its effectiveness as a new tool and platform, the
behavioral aspect of the market in its willingness to adapt and voluntarily
use it. The Expectancy-disconfirmation model theory proposes that
customer satisfaction arises from a process in which customer compare
their perceptions of the performance of a public service against their prior
expectations. To better understand the customer satisfaction with public
services, scholars have turned to the EDM, which offers advantages over
traditional approaches to measuring citizen satisfaction by taking account
of customer behaviors, primarily by examining their expectations. Across
studies and settings, customer satisfaction with public services is not only
a function of how well they perceive these services to work but also of
their expectations of these services. It is therefore important to understand
what customer expect from public services when assessing their
satisfaction. On the other hand, Assimilation according to this theory,
customers try to adjust their expectations to bring it closer to the product's
actual performance. In the case of assimilation-contrast theory, the
theories of contrast and assimilation are combined. It states that
assimilation occurs when unconfirmed expectation discrepancies are
assimilated by aligning perceptions with expectations also It measures a
customer's perception of the quality and utility of a product or service.
This theory is the opposite and says that any experience-performance
discrepancy will be exaggerated by the consumer. Customer 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 disconfirmation
experienced. Lastly the Uniqueness of theory, most users of social media
platforms seek to fulfill their need for uniqueness through membership
with recognized and leading social media brands including Facebook and
Instagram. Uniqueness theory provides good insights into the competing
aspects that enhance or damage customers' satisfaction, once a good deal
of similarity with others is apparent and feelings of indifference are
aroused (the self-perception of uniqueness is undermined). Therefore,
customers can have a significant negative impact on consumer
satisfaction. The theory of uniqueness argues that when the need to feel
different from other is aroused and, in events where the self-perception of
uniqueness is undermined, the need to feel different competes with other
motives to protect and enhance such uniqueness. Moreover, the related
literature about the Satisfied customers are looking for a memorable
experience and dynamic service where it counts. From receiving quick
service to bending the standard practices such as extending a guest check-
out or customizing a menu item in a restaurant customers want to feel as
if their business is appreciated. From being consistent to making sure they
get the same awesome service to doing what say will do. Happy
customers are loyal customers. Not only is it important to provide stellar
service, but awesome products, price, ambiance and staff as well.

THE PROBLEM
Statement of the Problem

This study will assess the Customer's Satisfaction in Burrow

Unlimited Chicken Wings Restaurant in Cebu City. The result will serve
as the basis for a proposed action plan.

Specifically this answers the following questions;

1. What is the profile of the respondents in terms of;

1.1 age;

1.2 gender; and

1.3 highest educational attainment?

2. What is the level of Customer's Satisfaction in Burrow Unlimited

Chicken Wings Restaurant in Cebu City in terms of;

2.1 product;

2.2 price;

2.3 ambiance; and

2.4 staff?

3. Is there a significant relationship between the profile of the

respondents and their level of Customer Satisfaction in Burrrow
Unlimited Chicken Wings Restaurant in Cebu City.

4. Based on the result, what action plan may be proposed ?

Statement of the Null Hypothesis

H01: There is no significant relationship between the profile of the
respondents and their level of Customer's Satisfaction in Burrow
Unlimited Chicken Wings Restaurant in Cebu City.

Significance of the Study

 This study focus on the customer's satisfaction in Burrow Unlimited
Chicken Wings Restaurant in Cebu City. Moreover, the results of the
study were beneficial to the following:

Restaurant Management. The outcome of this study will provide

information to the establishment about the satisfaction of their customers
in their restaurant. Through this, it will help them to determine how will
they manage or to make strategies to attract new customers and to narrow
their target market.

Customers. This will serve as a basis for them to share their views
and experiences about customer satisfaction in burrow unlimited chicken
wings restaurant.

Hospitality Industry. This study will be beneficial to create new

opportunities for every restaurant and improving market position and
customers reaction.

Researchers. Through this study, the researchers will be able to

determine the customer satisfaction in burrow unlimited chicken wings
restaurant. The result of this study will be a baseline data on the proposed
action plan in burrow unlimited chicken wings restaurant in increasing
their customer.

Future Researchers. As for future researchers, they can benefit

from the study as a guide, tool and reference when conducting research
similar to the topic of this study that was relevance to the study.

Research Methodology
 This section presents the following methodology: research design,
research environment, research respondents, research instrument, dry run
procedure, research procedure, for data collection and ethical
consideration.

Research Design

The study will employ a descriptive correlational research design

with the utilization of a researcher - design survey tool to gather data on
the customer's satisfaction in burrow unlimited chicken wings restaurant
in Cebu City.

Input Process Output

 Profile of the  Descriptive

Respondents Correlational  Proposed
 Customer's Research Action Plan
Satisfaction Design using
in Burrow researcher -
Unlimited design survey
Chicken tool
Wings  Data Gathering
Restaurant in  Data
Cebu City Processing
 Analysis and
interpretation
Figure 1
Research Flow Process
 Descriptive correlational design is used in research studies that aim
to provide static pictures of situations as well as establish the relationship
between different variables (McBurney & White, 2009).

Research Environment

The study will take place in Burrow Unlimited Chicken Wings

Restaurant in Cebu City. The Restaurant is more about chicken wings and
if you want unlimited chicken wings, with more than five (5) varieties of
flavors to choose which is garlic parmesan, chili, asian barbeque, classic
and mild teriyaki, Burrow Unlimited Chicken Wings priced ranged to 349
pesos with unli rice, fries and drinks. It is located near JY Square same
building of Tsai Hotel and Residences Unit 4, Ground Floor in Wilson
Street Lahug Cebu,City . And their opening hours are 10 am to 10 pm.

Research Respondents

The researchers will use simple random sampling technique using

Cochran's formula to determine the sample size of the respondents. Out
of fifty (50) customers, this study will survey thirty - five (35) customers
as the actual respondents. Researchers will randomly select
correspondence who are available customers who dine-in in Burrow
Unlimited Chicken Wings Restaurant in Cebu City. These respondents
are 18 years old and above, who used to dine-in and are willing to
cooperate and participate in the study.

Research Instrument

The researcher made questionnaire will be used to collect data to

determine the customer's satisfaction in burrow unlimited chicken wings
restaurant in Cebu City. The questionnaire contains two parts. Part I
pertains to the profile of the respondents in terms of age, gender and
highest educational attainment. Part II involves questions regarding the
level of customer's satisfaction in burrow unlimited chicken wings
restaurant in Cebu City in relation to product, price, ambiance and staff.
A 4-point Likert Scale will be used with the following verbal
interpretation:

Scale Description Verbal Interpretation

4 Highly Satisfied This means that the provision satisfied the

customer in burrow unlimited chicken wings
(HS) restaurant in Cebu City to a great extent
(76-100%).

3 Moderately This means that the provision satisfied the

Satisfied customer in burrow unlimited chicken wings
restaurant in Cebu City to an average extent
(MS) (51-75%).

2 Less Satisfied This means that the provision satisfied the

customer in burrow unlimited chicken wings
(LS) restaurant in Cebu City to a lesser extent
(26-50%).

1 Not Satisfied This means that the provision satisfied the

customer in burrow unlimited chicken wings
(NS) restaurant in Cebu City is not satisfied at all
( 0 - 25 % ) .

Dry Run Procedure

After obtaining the certificate of Approval from the University of

Cebu Academic Research Ethics Committee [UCAREC] and permission
to the establishment. The researchers will conduct a dry run procedure
outside the establishment of Wingers Unlimited at Talamban Branch,
Cebu City, Cebu to test the reliability of the researcher-made
questionnaire. The researchers will personally discuss the risks and
benefits of the study to thirty (30) random customers who dine-in in
Wingers Unlimited. Respondents will have the option of participating or
declining the invitation to participate in the study. Whichever option the
respondents choose; it will have no effect on their current employment or
education. The researchers will then distribute the questionnaire to
respondents. After gathering the data, the research statistician will
conduct the reliability test through Cronbach’s Alpha.

Research Procedure

Data Collection. The researchers will obtain permission from the

Dean of the University of Cebu-Banilad College of Hospitality
Management prior to gathering of data from the respondents. The
researchers will also obtain Certificate of Approval from the University of
Cebu - Academic Research Ethics Committee [UCAREC]. Afterwards,
the researchers will begin the data gathering in a face-to-face manner. The
researchers will randomly select customer outside from the institution of
Burrow Unlimited Chicken Wings Restaurant in Cebu City and will
discuss the benefits, risks, and purpose of the study. The respondents will
also be informed regarding the content of the informed consent and their
right to withdraw from participating without any prejudice. Once they
agreed to participate, they will then be asked to affix their signature on
the informed consent signifying their voluntary participation. The
researchers will then distribute the questionnaires to the respondents. In
collecting the data, wearing of mask and social distancing for security
purposes will be followed by the researchers during the duration. After,
the researchers will then retrieve the questionnaire from the guests. The
survey questionnaires will be stored in a locked cabinet that only the
researchers can access and will be shredded after two years from the
completion of the study.

Treatment of Data. Since the study will use quantitative data, it

will be subjected to statistical treatment. The data will be treated using the
following statistical tools.

Simple Percentage will be used to analyze the profile of the

respondents in terms of age, gender, and highest educational attainment.

Weighted Mean will be used to analyze the level of satisfaction

perceived by the customers in terms of product, price, ambiance, and
staff.

Chi-square Test of Independence will be used in determining the

significant relationship between the profile of the respondents and the
level of satisfaction of the restaurant as perceived by the customer.

Ethical Consideration The researchers will consistently apply the

following principles in the conduct of the study-protection of human
rights. The study will follow four ethical standards to protect the
informant rights. These ethical standards are beneficence, non-
maleficence, justice and autonomy.

Beneficence. The researchers will adhere to the principle of

beneficence throughout the study, which is the moral commitment to
perform in the best interest of others. The researchers will weigh out the
benefits and risk in this study. The output of the study will be a proposed
action plan that will help the management to develop strategy to attract
new customers to their restaurant.
 Non-maleficence. Through this principle, the researchers will
ensure no harm will be done before and after the data collection in the
research process. This study will be conducted while prioritizing the
safety and security of the respondents while considering the physical,
psychological, sociological, emotional risk. In case of physical risk, since
the survey will be conducted in a face-to-face manner, the researchers and
the participants will observe the COVID-19 safety protocol such as
wearing of masks, observe social distancing and by making sure alcohol
will be sprayed before any contact is made throughout the data gathering
process. Regarding the psychological risk, the researchers will be the ones
to approach the respondents to be part of their research and assure to them
that all the given information and their profiles will be solely use for the
study’s objective and the data gathered will be keep confidential. In terms
of social risk, the researchers will ensure that there will be no
discrimination and respect the respondents’ opinion. Concerning on the
emotional risk, the researchers will be conscious and sensitive to every
word they will use to avoid offending and distressing the respondents.

Justice. The research respondents will be treated fairly and equally.

The selection of the respondents will be in accordance with the inclusion
criteria to avoid biases. The researchers also will treat those who will
decline to participate in the study without preconception.

Autonomy. Prior to distributing the survey, informed consent will

be given, allowing respondents to fully understand the study's purpose
and guaranteeing that they will sign voluntarily and without harm.
Respondents have the option to stop answering or not take part. The
researchers will assure that withdrawal will have not be a hurdle to the
continuation of the study. The respondents can decide for their own on
what to do and what they want to agree to without any backlash.
Trustworthiness of the Research

The researchers will make sure that the data and information they
collect are accurate. The researchers must exclusively seek out
respondents in Burrow Unlimited Chicken Wings Restaurant in Cebu
City in order to retain their credibility. To get precise data for the research
and to establish credibility, the researchers will ensure that the study will
undergo ethical and technical reviews. The researchers will ensure that
the responses are from the respondents themselves. Upon gathering and
analyzing the data, the researchers will set aside personal biases. In the
context of transferability, the output and findings of this research will be
presented to the faculty of the College of Hospitality Management
University of Cebu-Banilad. As intended, the study's results will serve as
the basis in the formulation of the proposed action plan. In the essence of
dependability, future researchers will be able to use this research as a
basis and may have the same study to create consistency in the result.
Furthermore, because the data that will be used in this study are accurate
and dependable, the study can be repeated with identical results. In the
context of confirmability, the findings of this study will be based on the
responses of the respondents alone. Accurate findings will be achieved
through organization and comprehensive analysis using the appropriate
statistical methods to analyze the data that will be collected. The
responses will be carefully and fairly assessed.
 Definitions of Terms

The following terms are defined operationally to facilitate

better understanding of the study.

Ambiance. This refers to the environmental and atmosphere

of a restaurant.

Customer. This refers to a person who buys goods and

services in Burrow Unlimited Chicken Wings Restaurant in Cebu City.

Customer Satisfaction. This refers the level of satisfaction

of the customer in Burrow Restaurant.

Price. This refers of the amount of the product that

purchase.

Product. This refers to a food or purchase by the customer.

Profile Respondents. This refers to the age, gender, and

highest educational attainment of the respondents of this study.

Proposed Action Plan. This refers to the current and future

action plans to be made after the results of conducting the study.

Staff. This refers to a person who serve the customers.

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