Forda Final

UNIVERSITY OF CALOOCAN CITY
College of Business and Accountancy
CUSTOMER SATISFACTION ON THEME-HOUSE SPECIALTY RESTAURANT
ATTRIBUTES TOWARDS A PROMOTIONAL CULINARY GASTRONOMIC
TOURISM
A Thesis
Presented to the Faculty of the College of Business and Accountancy
University of Caloocan City
In Partial Fulfillment
of the Requirements for the Degree of
Bachelor of Science in Accounting Information System
By:
Hannah Mae A. Jurado

Imaurene A. Niere
Micah Ella E. Bungay
Nirvana P. Goles
Rickylene A. Fernandez
May 2023
RECOMMENDATION FOR ORAL EXAMINATION

UNIVERSITY OF CALOOCAN CITY ii
This thesis titled, CUSTOMER SATISFACTION ON THEME-HOUSE
SPECIALTY RESTAURANT ATTRIBUTES TOWARDS A PROMOTIONAL
CULINARY GASTRONOMIC TOURISM prepared and submitted by GROUP 6
of BSAIS 4D in partial fulfillment of the requirements for the degree of
BACHELOR OF SCIENCE IN ACCOUNTING INFORMATION SYSTEM, has
been examined and is hereby recommended for oral examination.
ZENITH C. CAMU, CPA, DPA, PhD, FRIAcc

Adviser
APPROVAL SHEET
UNIVERSITY OF CALOOCAN CITY iii
This thesis titled, CUSTOMER SATISFACTION ON THEME-HOUSE
SPECIALTY RESTAURANT ATTRIBUTES TOWARDS A PROMOTIONAL
CULINARY GASTRONOMIC TOURISM prepared and submitted By Hannah
Mae A. Jurado, Imaurene A. Niere, Micah Ella E. Bungay, Nirvana P. Goles, and
Rickylene A. Fernandez has been approved by panel with a grade of 1.00 on
April 21, 2023.
ALEXANDRO M. WAMINAL, CPA DEXTER N. MAGNO, MBA
Member Member
Accepted and approved in partial fulfillment of the requirements for the
degree of Bachelor of Science in Accounting Information System.
DR. SHIRLEY V. SARAGCON Ed.D
Dean, College of Business and Accountancy
ACKNOWLEDGMENT
UNIVERSITY OF CALOOCAN CITY iv
We wish to express our profound gratitude to everyone who helped to
complete this study in some form. We express our sincere gratitude to the
following people in particular.
Mayor Dale Gonzalo “Along” Malapitan, Chairman of the Board of
Regents, for providing programs designed for professionals facing challenges,
new trends and changes in their respective expertise.
Congressman Oscar “Oca” Malapitan, for making University of
Caloocan City better and enormous support for its students.
Dr. Shirley Saragcon, Dean of the University of Caloocan City’s College
of Business and Accountancy, for her support.
Dr. Zenith Camu, Program coordinator of BSAIS, for her unfailing
encouragement, direction, and trust in graduating students, as well as her
unwavering support throughout their studies.
To Prof. Alexandro Waminal and Prof. Dexter Magno, Panel of
examiners for their meaningful suggestions and corrections that improved the
contents and substance of this study.
To employees and customers of Ilustrado, Barbara’s Heritage Restaurant,
and La Cathedral Café, and all respondents for their honest and cooperative
response to all questions solicited in this study.
To all our friends and loved ones, for extending their assistance and
encouragement.
UNIVERSITY OF CALOOCAN CITY v
And above all, to Almighty God, for giving the researcher strength,
wisdom, knowledge, and understanding to complete this humble piece of work.
Imaurene A. Niere
Nirvana P. Goles
ABSTRACT
UNIVERSITY OF CALOOCAN CITY vi
Title : CUSTOMER SATISFACTION ON THEME-HOUSE

RESTAURANT ATTRIBUTES TOWARD A
PROMOTIONAL CULINARY GASTRONOMIC TOURISM
Researcher : Nirvana P. Goles

Imaurene A. Niere
Degree : BACHELOR OF SCIENCE IN ACCOUNTING
INFORMATION SYSTEM
Institution : UNIVERSITY OF CALOOCAN CITY
Adviser : DR. ZENITH C. CAMU
Year : 2023
This study investigated customer satisfaction towards a theme-house
restaurant that promotes culinary gastronomy tourism. The research employed a
mixed-method research design that consisted of surveys and interviews to gather
data from fifty (50) customers and twenty-eight (28) employees from Ilustrado, La
Cathedral Café, and Barbara’s Heritage Restaurant. The aim of the study was to
explore customers' perceptions of the restaurant's attributes and to determine the
factors that influence their satisfaction.
The results of the study showed that the majority of customers learned
about the restaurant through social media platforms and had a positive
UNIVERSITY OF CALOOCAN CITY vii
impression of the establishment. Customers rated the quality of cuisine, service,
atmosphere, and uniqueness of the restaurant highly. The study revealed that
the most important factor customers considered when selecting a restaurant was
the quality of cuisine, followed by the presence of Instagrammable aspects and
recommendations from friends and family.
The research also compared the assessments of customer satisfaction
made by employees and customers. There was not a significant difference
between the two groups' evaluations, and both groups were satisfied with the
restaurant's attributes. However, there was a negative association between
employees' happiness with the friendliness of the staff and customers'
satisfaction with the same factor. Conversely, there was a positive link between
the quality of service and the order being served on time.
The study recommends that the restaurant focus on improving the quality
of cuisine and service because these two attributes are the most important
factors for customers when selecting a restaurant. The research also
recommends that the restaurant enhance the atmosphere and add novelty
features that customers can share on social media to attract more customers,
particularly those who value the aesthetic experience of dining out. Additionally,
the study suggests that the restaurant should continue to seek feedback from
customers to identify and address any concerns or issues that may arise.
UNIVERSITY OF CALOOCAN CITY viii
In conclusion, this study provides valuable insights into customer
satisfaction towards a theme-house restaurant that promotes culinary
gastronomy tourism. The findings can help the restaurant to improve its overall
dining experience and attract more customers by enhancing its attributes and
promotional strategies.
TABLE OF CONTENTS
Page
UNIVERSITY OF CALOOCAN CITY ix
TITLE PAGE i
RECOMMENDATION FOR ORAL DEFENSE ii
APPROVAL SHEET iii
ACKNOWLEDGMENT iv
ABSTRACT vi
TABLE OF CONTENTS ix
LIST OF TABLES xi
LIST OF FIGURES xiii
CHAPTER
1 THE PROBLEM AND ITS BACKGROUND

Introduction 1
Background of the Study 4
Statement of the Problem 8
Hypotheses of the Study 9
Scope and Delimitation of the Study 10
Significance of the Study 11
2 REVIEW OF RELATED LITERATURE AND STUDIES

Related Literature 13
Related Studies 13
Synthesis of the Reviewed Studies 42
Theoretical Framework 44
Conceptual Framework 46
Definition of Terms 48
3 METHODOLOGY OF THE RESEARCH

Research Design 50
Respondents of the Study 51
Sampling Techniques 51
Research Instruments 52
Data Gathering Procedures 52
Validation of the Questionnaire 53
Statistical Treatment 53
4 PRESENTION, ANALYSIS, AND INTERPRETATION

OF DATA
Respondents Profile 55
Food Quality Descriptive Statistics 65
Service Quality Descriptive Statistics 68
UNIVERSITY OF CALOOCAN CITY x
Ambiance Descriptive Statistics 71

Novelty Descriptive Statistics 74
Correlations 87
5 SUMMARY OF FINDINGS, CONCLUSIONS,

AND RECOMMENDATIONS
Summary of Findings 94
Conclusions 97
Recommendations 98
BIBLIOGRAPHY
APPENDICES
A. Profile of the Respondents 108
B. Permit to Conduct Study 111
C. Sample Survey Questionnaire 112
D. Sample Statistical Treatment of Data 145
E. Glossary 157
CURRICULUM VITAE
LIST OF TABLES
TABLE PAGE
1 Assessment of the respondents in terms of status 55

UNIVERSITY OF CALOOCAN CITY xi
2 Assessment of the respondents in terms of age 57
3 Assessment of the respondents in terms of sex 59
4 Assessment of the respondents in terms of marital status 60
5 Assessment of the respondents in terms of educational

attainment 63
6 Assessment of the respondents in terms of monthly income 65
7 Assessment of the respondents in customer satisfaction in

terms of food quality 68

terms of service quality 71

terms of ambiance 74
terms of novelty 77
11 Assessment of the respondents on how they discovered

theme-house restaurant 77
12 Assessment of the respondents on how they found the

UNIVERSITY OF CALOOCAN CITY xii
ambiance in the restaurant? 80
13 Assessment of the respondents on the following factors

that influenced their decision the most when choosing a
restaurant 82
14 Assessment of the respondents on how likely they will

recommend the restaurant 84
15 Assessment of the respondents in the correlations of

customer satisfaction in promotional culinary gastronomic
tourism 87
16 Summary of the Assessment of the respondents on the

Promotional Culinary Gastronomic Tourism of Theme-House
Specialty Restaurant 90
17 Test of Significance 91
18 Problem Encountered 92
19 Proposed Strategic Plan 93
LIST OF FIGURES
Figure No. Title Pages

UNIVERSITY OF CALOOCAN CITY xiii
1 Theoretical Framework 45
2 Conceptual Framework 47
UNIVERSITY OF CALOOCAN CITY 1
Chapter 1
THE PROBLEM AND ITS BACKGROUND
This chapter comprises the introduction, background of the study,
statement of the problem, hypothesis, scope and delimitation of the study,
significance of the study.
Introduction
Food is an essential component of our daily lives. Every nation’s food
industry is fundamental and vital. It plays a crucial role in public health, food
safety, food security, social development, and nutrition. Some of the significant
trends in the food industry are on-demand consumption, food indulgence, and
the use of upcycled and sustainable ingredients.
Consumers today have more options than ever before in terms of eating
what they want, when they want it, and where they want it. Home cooking has
been transformed by convenient meal options and restaurant-branded items.
It's not only about finding familiar flavors in meals; it's also about discovering
restaurant flavors in snack goods, which bring restaurant flavors into
consumers' homes in novel ways. Convenience, deeper experiences, and
easily accessible indulgence are more important recently for food producers.
Food indulgence has become a significant factor in the food industry
since the twenty-first century. One-way destinations attract social media-savvy
tourists through picture-perfect food. Beautiful dishes served in beautiful
settings and paired with shareable experiences are a food tourism trend that is
influencing travelers.
Even if customer interest in upcycled ingredients is constrained, the
food industry’s proactive approach to sustainability increased by 162 percent
in 2020, demonstrating the industry’s proactive approach to sustainability.
After being informed, 80% of customers said they would consider purchasing
items made from repurposed ingredients.
Food safety in the food supply chain is a critical issue that impacts all of
the world's people. Many countries around the world are becoming
increasingly reliant on the availability and safety of their food supply. Unsafe
food is a global health concern that puts everyone at risk. Food borne illness
feeds a vicious cycle of diarrhea and malnutrition, threatening the nutritional
health of the most vulnerable. Food can be contaminated at any moment
during production and distribution, and food producers carry the major
responsibility. Foods incorrectly prepared or mistreated at home, in food
service establishments, or at markets, however, generate a major proportion of
foodborne disease occurrences. It is unlikely that all food handlers and

consumers are aware of their responsibilities, such as following fundamental
hygienic standards when buying, selling, and preparing food in order to protect
their own and the community's health.
Many customers today consider traceability, or the ability to monitor a
food product through all stages of the supply chain, to be more of a demand
than a request. Many consumers of today want to know where all of their
products and ingredients, including trace chemicals, originate from. Food
industries should consider ways to facilitate appropriate testing procedures,
provide increased transparency and timely information and partner with
manufacturers in their downstream efforts to reduce fraud. For retailers, it is
critical to partner with reputable suppliers and manufacturers that utilize the
highest standards in terms of deterrence and detection and to monitor their
activities on an ongoing basis. They should be able to confirm that suppliers
are providing genuine and safe products which have not been counterfeited.
Governments can support legitimate businesses through the protection
of property rights and by reducing the number of illegal businesses.
Additionally, they can leverage their customs and border protection agencies
to prevent illegal and potentially unsafe products from entering the country.
Implementing tracking systems and software might help record product
movement. Organizations can use tools such as lot codes, bar codes, and
RFID to track goods. Once a system is in place, a retailer who is notified that a
recall for a particular lot has been initiated can pinpoint exactly where these
products are within the supply chain.
Integrate traceability with existing technology. Use existing systems to
record the transformation and movement of goods from the warehouse to
stores. Many warehouses management and order preparation systems can be
used to record lot numbers and other essential information. It is valuable to
communicate with the customers. Retailers can use customer loyalty
programs, such as reward cards, to inform customers about product recalls.
More retailers are taking advantage of these programs to send messages
about contaminated products. Speedy alerts to customers can help further
contain a recall.
Moreover, there is nothing better than keeping consumers satisfied.
Due to the increased competition in the food industry, more organizations are
investing in the satisfaction of the customers.
Background of the Study
This section of the paper presents the background of the study. It
consists of works that established the study's context. It also includes an
overview of existing literature, which contributed to the key information

regarding Customer Satisfaction on Theme-House Specialty Restaurant
Attributes towards Promotional Culinary Gastronomic Tourism.
'Ilustrado' was the name of the restaurant. It serves traditional Filipino
cuisine as well as global cuisines in an old-school, Spanish-style venue with
antique decor. In 1989, Ilustrado opened its doors offering an array of Filipino-
Spanish cuisine. The restaurant also hosts wedding receptions, birthday
parties, Thanksgiving parties and many more events. Capiz windows were
seen at Ilustrado, symbolic of Spanish ancestry and in line with the
restaurant's theme. They progressively became more intercontinental over
time, but they also introduced several Filipino-Spanish home specialties.
House favorites such as Paella Ilustrado, Callos Madrilena, Lengua con setas,
and Adobong Bagnet with Prawns and Crab Fat keep people coming back.
Every visit is made more exciting by memorable desserts like Mango Jubilee
with flambé presentation, award-winning Baked Cheesecake, and the most
prominent unique invention Sampaguita Ice Cream. Ilustrado Restaurant is
located at 744 General Luna St, Intramuros, Manila, 1002 Metro Manila. The
owners of this Filipino-Spanish themed restaurant are Boni and the late Rose
Pimentel, a husband-and-wife team. Boni, who rose through the ranks of the
culinary industry from waiter to restaurant manager to owner, says he is still a
hands-on supervisor of the restaurant, preferring to be on top of most of the
work himself rather than relying on employees, while his wife, Rose, is just as
involved, given her background as a restaurant administrative manager.
Currently, Ilustrado Restaurant has 7 chefs/employees (including the
daughters of Boni and Rose Pimentel) and 8 waiters.
La Cathedral Café is located along Cabildo Street and beside the
historic Minor Basilica of Immaculate Concepcion or simply the iconic Manila
Cathedral. started as an indoor restaurant in October 2018 specializing in
pastries, coffee-based drinks and other beverages. On November 2019
featuring the beautiful cathedral as its background. Soon after, the café has
quickly rose to fame and was hailed as among the restaurants with the best
view in the Metro. To date, La Cathedral Café serves pastas, Filipino comfort
foods, pastries, sandwiches and various drinks. But more than its gastronomic
offerings, dining in La Cathedral Café is an experience. It is as if dining back in
time, when Intramuros was still the seat of the Spanish Empire in the east.
Barbara's Heritage Restaurant is located in Manila's Intramuros district,
in the Plaza San Luis complex. They began in Olongapo City in 1970 founded
by Barbara Gordon Delos Reyes and have since grown to become a
prominent Filipino-inspired restaurant in the walled city of Intramuros. The
company has expanded to the point where it is now a concessionaire for major
corporations such as Filinvest and Philippine Airlines. They've also become a
popular gathering spot for events and gatherings.

Theme-house restaurants prioritize concept rather than the food itself,
focusing on architecture, music, and the general ambiance of the place.
Previous studies pinpoint distinct attributes of these eateries and it’s rare to
come up with a research paper discussing promotion of culinary gastronomic
tourism through customer satisfaction. There are papers which confer about
customer satisfaction and some on culinary gastronomic tourism, but the two
variables are separately considered. Hence, addressing the relationship of
both with each other is barely done. This gap in studies and literature affects
themed restaurant owners and customers in such way they oversight the value
on protecting and promoting local and cultured culinary experiences.
Customers are drawn to these eateries only because of the theme which
makes it important for owners to realize the value of customer satisfaction
instead of just upgrading the interiors. Over time, when people's delight is
satiated, this will boost in culinary gastronomy. The accomplishment of the
study will lead to determining customer satisfaction assessment based on
respondents and how culture knowledge influence their inclination to theme-
house restaurants. The study may also assist its audience by providing a
strategic plan to stimulate culinary gastronomic tourism.

Statement of the Problem
The study aims to assess the customer satisfaction towards a
promotional culinary gastronomic tourism.
Specifically, it answers to the following questions.
1. What is the status of respondent theme restaurant based on:
1.1 number of employees
1.2 monthly income
2. How do the respondents assess the customer satisfaction on theme-
house restaurants attributes in terms of:
2.1 food quality
2.2 service quality
2.3 atmosphere
2.4 novelty
3. How do the respondents assess the promotional culinary
gastronomic tourism in terms of?
3.1 discovering
3.2 tasting
3.3 experiencing
3.4 researching
3.5 understanding the food
3.6 preparation and techniques
3.7 interfaces of culture
4. Is there any significant difference in the assessment of the two (2)
groups of respondents on customer satisfaction with theme-house restaurants
based on the above-mentioned variables?
5. Is there any significant relationship on the assessment of the two (2)
groups of respondents between the customer satisfaction and promotional
culinary gastronomic tourism on the theme-house restaurant?
6. What are the problems encountered by the respondents on the
theme house restaurants?
7. What strategic promotional culinary gastronomic tourism plan maybe
proposed based on the findings of the study?
Hypotheses of the Study
H1: There is no significant relationship between the assessments of
customers and employees on customer satisfaction in terms of food quality.

customers and employees on customer satisfaction in terms of service quality.
customers and employees on customer satisfaction in terms of ambiance.
customers and employees on customer satisfaction in terms of novelty.
Scope and Delimitations of the Study
This study is focused on how Theme-house Specialty Restaurant
contributes to culinary gastronomic tourism through customer satisfaction and
what scheme of strategic promotional culinary gastronomic tourism may be
proposed based on the findings of the study. The study aims to gather the
status of theme-house restaurant employees and customers, as well as to
define the problems encountered by them. The measurement of the variables
will help the respondents fulfill their role in encouraging culinary gastronomic
tourism while flourishing customer gratification.
To identify the status of theme-house respondents, the researchers
strive to gain information about their years in operation and the number of
employed workers. Furthermore, the researchers target 28 employees and 50
customers of 3 theme-house restaurant which are Ilustrado Restaurant, La

Cathedral Café, and Barbara’s Heritage Restaurant as respondents. The study
would be done through the utilization of set of questionnaires to the
respondents as a survey and reference. Afterwards, the researchers establish
assessment procedures where obtained results were analyzed and evaluated.
Although the researchers achieved its aims, there are some inevitable
limitations such as a significant number of respondents available in the
preliminary testing may be unavailable or unwilling to engage in the final stage
of testing because some of the necessary data are essential to the business.
This study will not absorb other theme-house restaurant attributes that are not
related to customer satisfaction. Due to delimitations on financial resources
and time frame of the study, researchers have selected tight number of
respondents whom relatively signifies the evaluation of total population.
Significance of the Study
The findings of the study on customer satisfaction on theme-house
specialty restaurants attributes towards a promotional culinary gastronomic
tourism will give advantage to the following:
Business Owner. The owners of the selected restaurant will
undoubtedly benefit from this study. This would aid them in understanding the
diverse tastes and preferences of their customers.

Management and Employees. This study will provide employees the
insights from customers regarding the methods on how to provide high-quality
services to clients in order to satisfy their demands and expectations.
Customers. This study will provide valuable information to the business
that would benefit the customers in terms of ensuring a high quality of food,
service and great atmosphere that would satisfy their specific demands.
Researchers. This study will give a wider perspective and
understanding to the researcher on how promotional culinary gastronomic
tourism affects customer satisfaction.
Future Researchers. This study will be utilized as their instrument and
guide to obtain knowledge with regards to conducting study related to the
topic.
Chapter 2
REVIEW OF RELATED LITERATURES AND STUDIES
This chapter presents a review of foreign and local literature and
studies in order to provide this research with relevant concepts and findings.
Concepts from books and published articles, as well as data from studies on
the subject, were used to compile the resources for this review.
Customer Satisfaction
Customer Satisfaction is defined as a metric that measures how
satisfied customers are with a business's products, services, and capabilities.
It involves surveys and ratings that can assist a business in determining how
to enhance or adjust its products and services.
Businesses require funds to stay afloat. Businesses need consumers in
order to make money. These consumers should be satisfied, tell their friends
about your business, and return. It is absolutely essential that all business’s
ideas and actions bring satisfaction and benefit to their customers. According
to Zairi (2022), “Customers are the purpose of what we do rather than they
depending on us, we very much depend on them. The customers are not the
source of the problem, we shouldn’t perhaps make a wish that customer
‘should go away’ because our future and our security will be put on jeopardy".
Moreover, customer satisfaction should be one of your brand's pillars.
Competition is rampant in today's global industry. Since the market has gone
online, it has become more difficult to establish trust between the customer
and the company. With a well-developed brand, it's easier to tell if a product or
service being sold is genuine or a ruse (Cyberpreneur, 2018). Meanwhile, in
the food industry, customer satisfaction in restaurants is influenced by a
variety of factors, including service speed, pricing, and menu, but not entirely.
Current restaurant industry trends have a significant impact on your business's
customer expectations (Diaz, 2019). In a highly competitive marketplace for
restaurants, the food industry is seeing a variety of developments. Consumers
are growing more aware about restaurant food quality, service quality, and
physical environment quality. In the event of a single questionable experience,
consumers are quick to move.
Simultaneously, in an article entitled 'Filipino Entrepreneurs on
Customer Satisfaction' Tony Tan Caktiong, a Filipino Billionaire Businessman,
clearly stated his statement about the topic: “The food business is still very
basic. It’s still about taste. It’s still about ‘How did you serve me? Is the place
nice? Am I treated well? Do I get value?’ if you think about it, if we’re going out
to eat, these are the basic things we look out for, but the execution is the
difficult part.”
While Mr. Walden Chu of Red Box Karaoke, also affirmed his insights:
“Exist only for your customers. In a fickle market, that’s the only decision that
will last, the customer choosing you over the others.”
In a study that was conducted in selected restaurants in Intramuros,
Manila, Philippines, it has showed there is a high level of satisfaction of the
guests towards the overall service environment, product and service quality of
the establishments. It is recommended for the owners to maintain their current
practices and continuously gather feedback from their customers for future
improvements in order to maintain their level of service environment, product
and service quality, and have a positive response from the customers, using
their current status as a reference (Del Castillo, Libao, Chua, De Guzman, De
Pedro & Liba, 2022).
Customers are considered to be a business’s biggest challenge. It
refers to the diverse range of people with varying demands and preferences
that a business has to provide services and products. They are most likely the
key motive of any innovation activities. Yet, customers are pivotal to the
survival of a business; without them, it would cease to exist. They are the
basis of your business, generating both money and brand recognition.
According to the Business Development Bank of Canada, the business’ most
important job is to know their customers. When you have an idea of who they
are and what they need, businesses can develop products and services that
are tailored to helping customers solve their problems more effectively. If
you’re not creating offerings based on customer needs, you may not be able to
sell them. Moreover, customers must be able to meet their wants and be
satisfied in order for them to remain loyal to the brand.
Customer satisfaction is a measurement that determines how well a
company’s products or services meet customer expectations. It’s one of the
most important indicators of purchase intentions and customer loyalty. As
such, it helps predict business growth and revenue (Szyndlar, 2021). The
importance of customers satisfaction should not be overlooked by any
business, as it will assist them in having a better grasp of what they should do
and how they should accomplish it in order to benefit themselves and their
consumers. Moreover, Vavra (2022) points out that customer satisfaction and
the definition also depend on the specificity of a given object. It only means
that satisfaction could be with a product, a decision, a process, delivery terms,
the use of experience as a store, firm, or institution, and prior to the acquisition
of skills and attributes, among other things. Meanwhile, as Hill et al. (2022)
cited in their book, perhaps the clearest and best definition was told by
American marketing expert Philip Kotler: “If the service meets the expectations
of the customer is satisfied and, if exceeding the expectations of customer

remain highly satisfied; well, if the result does not meet expectations, then the
customer remains dissatisfied, without exception, the service”.
Acknowledging customer satisfaction may offer firms with information
that will enable them optimize processes and focus improvement programs on
cost efficiency in order to achieve better results (Ilieska, 2022). The strength of
the relationship between the various traits and customer satisfaction must be
considered by management. Quality of food and beverage offerings, value for
money, and service are all characteristics that have a positive relationship with
customer satisfaction and should be maintained and improved for the
betterment of the business. The organization will be able to establish a better
brand recall in the minds of customers in this manner. Furthermore,
management must endeavor to acknowledge feedback from customers in
order to assist them in consistently developing the firm. In the Philippine
setting, Agulo et al. (2022) customer satisfaction was examined in terms of
employee professional appearance, customer relation, customer service, and
amenities at a department store in Batangas City.
Culinary tourism has emerged as a growing trend in the travel industry,
and restaurants have become important destinations for tourists seeking
unique culinary experiences. Theme house specialty restaurants have
emerged as a popular dining concept, offering not only high-quality cuisine but
also immersive themes that transport customers to a different time or place.
The goal of this literature review is to examine the relationship between
customer satisfaction and the attributes of a theme house specialty restaurant
in the context of promoting culinary gastronomic tourism.
Customer satisfaction is an important factor in the success of any
restaurant, and it has been extensively studied in the literature. Several
studies have identified various factors that contribute to customer satisfaction
in restaurants, including food quality, service quality, atmosphere, and value
for money (Kivela et al., 2022; Kim et al., 2022). These factors have also been
found to influence customer loyalty, positive word-of-mouth, and willingness to
pay premium prices for the dining experience (Hernandez et al., 2022; Chi and
Gursoy, 2022).
Theme house specialty restaurants provide a unique dining experience
that combines high-quality cuisine with an immersive theme. These
restaurants offer customers the opportunity to explore different cultures,
cuisines, and time periods, and they have become increasingly popular among
tourists seeking unique culinary experiences (Tussyadiah and Pesonen,
2022). The attributes of a theme house restaurant, such as the quality of food,
service, and atmosphere, have been found to significantly influence customer
satisfaction (Chi and Gursoy, 2022).

Promoting culinary gastronomic tourism is an important goal for many
destinations, and theme house specialty restaurants can play a crucial role in
achieving this goal. These restaurants can offer tourists a unique dining
experience that highlights local culture, traditions, and cuisine, and they can
also contribute to the development of sustainable tourism (Cohen and Avieli,
2022). However, little research has been conducted on the relationship
between customer satisfaction and the promotion of culinary gastronomic
tourism in the context of theme house specialty restaurants.
This study aims to fill this gap in the literature by examining the
relationship between customer satisfaction and the attributes of a theme house
specialty restaurant in the context of promoting culinary gastronomic tourism.
The study will use a mixed-method approach to gather data from customers
who have visited the restaurant and analyze the data using descriptive and
inferential statistical methods.
Futhermore, Zalatar (2017), to increase service quality parameters
such as tangibles, reliability/responsiveness, and assurance/empathy,
researchers predicted each gender’s satisfaction among 200 individual
consumers of quick service restaurants. In the study that took place various
resto-bars in metropolitan Manila, Philippines, it was able to define significant
and insignificant dining attributes which affects customer satisfaction. Food

and beverage selections, value for money, location and ambiance, and
customer service were all criteria that influenced customer satisfaction in the
analysis.
Customer satisfaction is a function that begins with the consumer’s
expectations and perceptions of a product’s performance after the customer
receives or uses a particular service or product. (Ratih Hurriyati, 2022).
Furthermore, according to Bateson & Hoffman (2022), customer satisfaction
depends on such dimensions as assurance, responsiveness, reliability,
empathy and tangibles, and further components such as personal, price and
situational factors that may arise as the service quality.
Customer satisfaction is influenced by a variety of factors, and it can be
measured in a number of different ways. In 2022, Bel and Chiao have stated
that product quality, service quality and price are fatal factors that influence the
customer satisfaction. These include products features and quality, attribution
for service success or failure, perception of equity and fairness, and customer
service. Certain ideas about a product or service can influence a consumer’s
decision to buy it. Individuals who form beliefs first form attitudes. Consumer
beliefs are the knowledge a consumer has about products, their attributes, and
the value offered by the objects, as well as whether or not the objects are
capable of meeting his or her needs. When there is a failure in conveying the
wants and expectations, Paker and Mathews (2022) state that the result will be
dissatisfaction with the goods or services. When a customer’s experience with
a service or product exceeds his or her expectations, he or she will feel
content and delighted. Customers will be satisfied if their experiences live up
to their expectations.
Another factor is the perception of equity in pricing, Couglan (2022),
pointed out that price fairness is focused with a consumer’s assessment and
related emotions of whether the pricing gap between a seller’s price and the
price of a comparable other party is reasonable, appropriate, or justifiable.
Thus, when buyers believe that sellers have increased prices to take
advantage of an increase in demand or a scarcity of supply, without a
corresponding increase in costs, they will perceive the new higher prices as
unfair (Frey and Pommerehne 2022). Customer service is also one of the
aspects that has a significant impact on customer satisfaction. Customer
service is a representation of tangible or intangible value-adding actions that
are directly or indirectly linked to products or services in order to meet
customer expectations and, ultimately, deliver customer satisfaction and
loyalty (Kursunluoglu, 2011).
Food quality. Food quality plays an important role in food service
industry. It is a must in order to meet the demands and expectations of

restaurant patrons (Peri, 2022). Customers in their twenties and thirties, who
want to consume exquisite meals, demand high-quality food and beverages to
please them. The quality of the cuisine and the quality of the raw materials are
both important in increasing the menu's effectiveness and turning it into a
selling tool for the restaurant. Customer evolution on different categories of
restaurants is influenced by food quality. Customers are willing to spend more
if the meal is of high quality (Ryu, 2022). Food should be served fresh,
delicious food, nutritional content in the food, diverse varieties of menus, and
food that is appealing to customers are the other five dimensions of food
quality (Ahmad, 2022).
Food experiences are an important part of tourism, as they contribute to
visitor spending and overall satisfaction (McKercher, 2022). Understanding
how tourists react to food and eating is critical for a restaurant's success, since
great experiences lead to increased customer satisfaction and more positive
behavioral intentions (Han and Ryu, 2022; Namin, 2017; Walls, 2011).
Presentation, tastiness, menu item diversity, nutrition, healthy options,
freshness, and ambiance elements, such as temperature and noise levels, are
all utilized to assess meal quality (Han and Ryu, 2022; Namkung and Jang,
2022).
According to the findings of Inconcencio, Madamba, Mojica, and
Zapata, Jr. (2022), temperature can be considered a factor of acceptability and
consumer satisfaction in terms of food quality. According to Dotimas (2022),
the reason diners keep returning to Red Crab Alimango Restaurant is because
it offers a diverse menu of appetizers, main entrees of fish, seafood, chicken,
beef, and pork, with live Visayan blue crab and Crab dish of the day, and
desserts of fruits and pastries, soft serve ice cream, and a chocolate fountain,
and for dessert, fruits and pastries, soft serve ice cream, and a chocolate
fountain.
According to the study of Dave Drummond (2022), food marketers have
been troubled by changing consumer tastes for years. Food marketers are
investing substantially in consumer insights and research to discover what
consumers want due to changes in ethnic mix, views of different age groups,
health issues, and the desire for convenience. It is true that customer
preferences are shifting. More of this and less of that is what they want. We're
all concerned about convenience, health, and value, among other things.
According to the study of Luning (2011), Food quality characteristics are
attributes such as composition and processes of food items that contribute to
quality characteristics or properties of a product, content of health-promoting
components, concentration of color compounds, or flavor compounds. One of

the main goals of his research is to get knowledge into the dynamics of food
qualities (size, shape of variation profiles).
According to J. Andres Vasconcellos (2022), a whole quality or integral
quality program entails the formulation of specific quality improvement targets
as well as an appraisal of the cost of meeting those goals. A company's
management must fully support a whole quality program, demonstrating
consistency of purpose and consistency of execution. A manager is in charge
of the entire system and its continuous improvement.
According to the study of Rosica Lazarova (2022), Food quality is an
enormously significant component of human life, and people are becoming
increasingly worried about nutrition, food safety, and environmental issues, all
of which influence their acceptance of food products. The notion of good food
quality varies depending on the food category and the tastes of the
consumers. Wholesomeness, freshness, nutritional value, texture, smell, color,
fragrance, and flavor are some of the qualities that can be used to characterize
food quality. Food quality can be determined by the brand, the shopping
environment, the price, the origin, and the manufacturing procedures, in
addition to the intrinsic properties of the product.
According to the study of Sang-Hee (2022), by examining the
knowledge and consumption habits of 180 domestic foreign immigrants toward

Korean meat dishes, the study aimed to give important data for the Korean
food service business. Men liked meats, stews, and rice, while women chose
meats, stews, and rice. Regardless of where they lived, the foreigners who
took part in this study dined at Korean restaurants at least 20 times each
month on average.
According to the study of Matilla (2022), in emotional bonding and
restaurant loyalty in casual-dining establishments, the most essential reason
for respondents to attend their target restaurant was the food quality.
A case study of a full-service restaurant undertaken by Sulek and
Hensley (2022), discovered that food quality is the most essential factor in a
full-service restaurant. Although a client considers a variety of factors when
assessing food quality, he or she is primarily evaluating three general food
characteristics: safety, appeal, and dietary acceptability.
According to Choi, I. S. (2022), his study was done to determine foreign
residents' preferences and consumption habits for Korean pork meals. The
survey's findings revealed that respondents ate pork dishes less than twice a
week on average, and that the finest pork meals were Bulgogi and
Samgyeopsal. According to the results of a survey that asked only those who
had tried Korean traditional pork meals to rate them on look, flavor, taste,
texture, and palatability.

Service Quality. Service Quality is such an important component of
organizations, it's crucial to measure, investigate, and evaluate it accurately
(De Luna, 2022). As a significant contribution to customer satisfaction, service
quality can be regarded as a driver of client lifetime value. In the food service
industry, service and customer are inextricably linked. Returning and
conducting the same business is what the best service entails. According to
Carry (2022), the quality of customer service is the most important component
in determining customer loyalty in the food chain industry.
As states by Meñez (2022), Employee involvement in process redesign
and dedication is crucial to develop end tourism products or services since
service quality is not only included in the final product and service, but also in
the production and delivery process. It is highly valued and one of the features
of good service quality to tell customers of any problems that develop during
their stay in a restaurant (Roberto, 2022). To be successful, a company must
consider the requirements and desires of its customers. Client satisfaction is a
term used to describe how satisfied a customer is with a company's products
and services (Haguisan, 2022).
Customer satisfaction and service quality are important aspects of
business because a company's growth is largely dependent on how well it
maintains its customers through service. Furthermore, Service is an intangible

product because it is shaped by a series of support from facilities, amenities,
good skills and knowledge of the service provider (Kotler, 2022). According to
Borgave (2022), customer expectations are compared against service
performance to determine service quality. Customer satisfaction is a result of
good service quality, which makes businesses more competitive in the market.
Identifying difficulties in service and creating measures for service
performance and outcomes, as well as customer happiness, can lead to high
service quality. Moreover, the disparities between expected and perceived
service can be used to determine service quality (Bhanawat, 2022).
As noted by Santouridis and Trivellas (2022), service quality is defined
as the difference between client expectations and perceptions, which is
measured using this instrument and is characterized by five dimensions:
tangibles, reliability, responsiveness, assurance, and empathy. Dedeolu &
Demirer (2022) note that not all research using this instrument use the same
dimensions. SERVQUAL, on the other hand, is one of the most successful and
reliable models for measuring service quality, according to Hui and Zheng
(2022).
Service quality is critical to every company's success because of its
strong relationship with customer satisfaction. Customer happiness is widely
acknowledged as one of the most important factors in a company's existence.

The exceptional service will be recognized and valued by customers, resulting
in increased customer retention and subsequent repeat purchase behavior
(Tan & Fallon, 2022). According to a study by Altejar, Lyndell, Deloria, Junielle,
and Dizon, Camille (2019), service quality has been found to have a
substantial association with customer satisfaction in numerous research.
Customer Service Quality Impacts Customer Satisfaction in the Food-chain
Industry. In the Philippines, Agulo (2022) evaluated consumer satisfaction in a
Batangas City department store based on employee professional appearance,
customer relationship, customer service, and facilities. Furthermore, in the
study of customer expectation factors, Soriano (2022) found that after quality
of food, quality of service was ranked the second most important factor in
determining the customer’s decision to return to the restaurant.
In the study of Rabo and Ang (2018), SERVQUAL is a tool for
assessing the many aspects of service quality. The factor quality and quantity
of goods and services offered includes product quality, service quality, product
availability/quantity, and service availability/quantity. However, one component
in this element, effectiveness, and efficiency of service, is related to reliability,
or the capacity to deliver the promised service consistently and accurately,
according to SERVQUAL.
Many studies have quoted the importance of service quality in
determining customer satisfaction with a service encounter (Stevens, Knutson,
& Patton, 2022; Qu, 2022; Pettijohn, Pettijohn, & Luke, 2022). In restaurants,
service quality has been demonstrated to play a role in determining customer
happiness and likelihood of returning. In a poll of Chinese restaurant clients
conducted by Qu (2022), the service and courtesy dimension came in second
only to the cuisine and atmosphere dimension in predicting customer likelihood
of returning to a certain restaurant. Furthermore, the findings of a research of
Hong Kong restaurant clients indicated that the service quality factor played a
significant role in customer intent to return to a certain restaurant (Kivela,
Inbakaran, & Reece, 2022).
Soriano (2022) discovered that, after the quality of the cuisine, the
quality of service was the second most critical element in determining the
customer's desire to return to the restaurant in his study on customer
expectation variables. Then, a segment-based approach to measuring tourist
satisfaction with restaurant service revealed that different segments were
seeking distinct benefits (Yuksel & Yuksel, 2022). These discrepancies were
addressed by Yuksel and Yuksel (2022), who demonstrated that at the
aggregate market level, service quality had the greatest impact on eating
pleasure. Based on prior study, the researcher believes it is critical to consider
service quality.
Ambiance. Ambiance of the restaurant sets the stage. It’s about more
than just a dining room away from home. Food takes the spotlight as guests
become its audience. Factors such as music, lighting, artwork and spacing
combine to create comfort, intimacy and even romance (Chris, 2022). Physical
environment can either enhance or suppress customers’ emotions, which may
influence customer satisfaction and subsequent behaviors (Sayed et al, 2022).
In some cases, the interior or more specifically the physical environment is
more influential on the purchase decision than the product itself. If consumers
perceive negative or less-inviting cues, they may choose another more
pleasing venue to dine (Miliman, 2986). Physical environment has positively
influenced customer satisfaction, and customer satisfaction positively influence
on behavioral intentions (Canny, 2022).
Turley and Miliman designated a “general interior” atmospherics
category which includes music, sound, lighting, scent, colour, temperature
(often referred to as “ambient” environmental cues), and visual design
elements. It is generally accepted that the term ‘atmospherics’, leading to
purchase/nonpurchase decisions (Turley & Milliman, 2022). Based on early
research in environmental psychology, he took a narrower perspective by
focusing on consumer behavior and the effects that the physical environment
has on it. He asserted that customers perceive store atmosphere through a
combination of visual (color, lighting, proximity and number of visual

elements); aural (music type, sound level); tactile (cleanliness); and olfactory
(scent); cues present within the service environment.
Restaurants design and feeling is now what people look in finding
restaurants. The new design and experience are now the trend simply
because this generation uses social media and aesthetic photos in their daily
life. There are factors that contribute to the atmosphere a customer will
experience; these will be experienced through their senses. First is the sight,
the actual product which is the food and beverage selections has a little effect
in customer’s buying decision. In some cases, the atmosphere alone
influences the buying decision the most (Kotler, 2022).
Gastronomy may and should enhance the human sense of sight in a
variety of ways. Interior design, color schemes, lighting approaches, varied
design contrasts, cleanliness of the organization, and even the look of the
employees are all important factors that might influence a company's success
or failure. All of these aspects contribute to the establishment's long-term
image in the minds of consumers, which can lead to a client who will return
and promote the restaurant to others. If these features fail to pleasantly
engage the senses, the buyer is unlikely to return.
Man's hearing sense enables man to perceive sound, noise, and
language, and it is completely established 4 to 5 months before birth (Senses,

2022). There are several ways to activate this sensation in gastronomy. On the
one hand, there is background music, which is frequently utilized to create a
specific mood. Conversations between visitors or employees, or even between
guests and staff, as well as noise from the kitchen, can all serve as stimuli.
The soundtrack should be active, but not excessively so, and certainly not too
quiet. Carpets, sound dampening materials, tablecloths, and other décor can
help to direct the acoustics.
There are approaches to advertise services using smell in gastronomy.
The tempting smells of freshly cooked meals, freshly brewed coffee, baked
goods, or even flowers may enhance the sense of smell and so put people in a
consumption mood. Staff with strong body odors or distracting kitchen odors
should be avoided since visitors will be upset and their hunger will most likely
be "gone with the stench" even goes so far as to say that scent is a form of
design in and of itself (Eva Wisten, 2022).
Unfortunately, the role of touch in tourism is frequently neglected.
People love looking, tasting, hearing, and smelling their surroundings, but they
also investigate by touching the things, and they even enjoy touching nice
items. A good environment may also be determined by variables such as a
soft blanket in a hotel room or comfy chairs in a restaurant. As previously said,

material selection is necessary not just to the sight but also to the sensation of
touch (Ã-ller, 2022).
In customers’ retention, the menu and the quality of the cuisine are two
aspects that influence a company’s success. If the cuisine is good, the visitors
will be more willing to overlook flaws in the architecture and the atmosphere.
Customers are willing to consume more and with more pleasure if the correct
ambiance is built around them, therefore a good mix of the two is the best and
everyone's promised to glory and success (Ryder, 2022).
The excellent ambience and atmosphere of a restaurant will have a
great impact on the customer’s satisfaction. This will result to employees
working well and customers were able to relax and enjoy the ambience of the
dining area. The restaurants should continue innovating the restaurant’s
atmosphere to attract more customers and for the productivity of the
employees (Cruz et al, 2022). Most of the westerners are not even sure what
to expect in Filipino food. Portugal’s Filipino population is not even large
enough to keep Filipino restaurants alive on its own, let alone in Lisbon. There
are almost no opportunities to eat Filipino food outside other than in the homes
of other Filipinos or in restaurants owned by Filipinos, which were often short-
lived (Marques, 2022), and she finds it unfortunate as Lisbon has a diverse
community. There are also gaps in literature connecting to Filipino

entrepreneurship, especially restaurant ownership (Andrei, 2022; Barker,
2022).
In research conducted by Jin, Lee and Hoffman (2022, p. 546)
regarding the impact of restaurant experience on brand image and customer
loyalty, environment plays a major role in influencing a customer’s loyalty more
than food quality. They stated that elements of the environment such as
furnishings, atmosphere and employees are likely to distinguish a specific
restaurant from its competitors. They suggested that if a restaurant has
financial resources, it should create an attractive environment which is
important for full-service restaurants to strengthen its positive brand image to
improve its chances of keeping its customers. Restaurateurs should think
about an arrangement of furniture that creates an ideal ambience for the dining
experience and should provide a unified and differentiated uniform for
employees combined with quality service training to ensure that it is aligned
with the restaurant’s overall brand image.
According to Han and Ryu (2022) in their research, customer loyalty
depends largely on customer satisfaction. The same idea is shared with
Fornell, Johnston, Anderson, Cha, and Bryant (2022), Ladhari, Brun and
Morales (2022), and McDougall and Levesque (2022). Thus, a large body of
research in services marketing has focused on identifying the factors that

enhance customer satisfaction level. Research suggests that ultimately,
customer satisfaction is strongly influenced by physical surroundings and price
perception (Dube, Johnson and Renaghan, 2022; Knutson and Patton, 2022;
Ryu, 2022; Varki and Colgate, 2022). Unlike buyers of tangible products,
service customers are limited to a small number of cues to evaluate their
overall experience because of the intangible nature of service (Nguyen and
Leblanc, 2022; Reimer and Kuehn, 2022). In many cases, price and the
physical environment (e.g., décor and artifacts, spatial layout, and ambient
conditions) are the only tangible cues available (Bitner, 2022; Zeithaml, 2022).
A very limited number of empirical studies in consumer research
confirm that ambient factors may influence customer responses. For example,
in studies of restaurants and supermarkets, it has been illustrated that music
tempo can affect the pace of shopping, length of stay, and amount of money
spent (Milliman 2022). In another study, familiarity of music played in a
department store setting was found to affect the shopper's perceptions of how
long they spent shopping; when the music was unfamiliar to subjects, they
believed they had spent more time (Yalch and Spangeberg, 2022).
Novelty. An economist, Andrew J. Masigan (2019), mentioned on his
online blog about trends in the food industry that Filipino cuisine will evolve
through time. Foreign businesses will push native Filipino ideas to improve not
only their food quality and dining experience, but also their recipes and
presentation. He expressed that rather than creating their own brands from the
bottom up, local enterprises will bring in more culinary establishments from
abroad. Although paying high franchise and royalty fees is required, it is
justified by the brand's instantaneous recognition, market acceptance, a tested
and proven business model, and cost savings on recipe development. Foreign
firms are also more likely to get excellent retail space than their domestic
equivalents, which is a significant plus. Existing online platforms assist in
delivery services to reach a younger demographic and to overcome the
logistical challenges of traffic and parking. Online delivery platforms also allow
customized food delivery with Filipino's rising demand for niche cuisine.
Applications like Zomato, Eatigo, and Booky are encouraged as marketing
tools as well in making prior reservations before visiting full-service
restaurants.
Foodies have adapted well in recent years, as the tendency appears to
prioritize fascinating locales rather than appetizing meals. As a result, when it
comes to dining establishments, more and more people are learning to
appreciate the ambiance simply because it allows them to spend more time
with family and friends since they feel comfortable and at ease (Beezz, 2022).
Hence, most customers perceive excitement and entertainment in distinctive
themed restaurants.
A journal by Padillo, Go, Manreal, Samson, Galli, Yamagashi,
Promentilla, and Ocampo (2021) of University of the Philippines Cebu conveys
that the most important attribute in creating customer loyalty is "value,"
followed by "food" and "service," which are obvious implications of single-dish
restaurants. More notably, the "atmosphere" attribute is ranked last on the
priority list, suggesting that customers may give less weight to sophisticated
environments when dining in these establishments. "Dining experience" and
"tastiness" were first and second, respectively, in the priority sub-attributes,
with "music" placing last. These insights are critical input towards the
development of customer-base-enhancement strategies.
A market intelligence and advisory firm named Mordor Intelligence
specified in its article that the surge in value-conscious consumers ready to
explore new restaurants with a wide range of menu selections, including
exciting international and local cuisines, as well as eateries that cater to
increasingly busy lives, is driving the foodservice sector in the Philippines.
According to United Nations data, the average age of the population in the
Philippines was 24.1 years in 2015, and it was anticipated to be 25.2 years in
2020. Millennials make up the bulk of the population, and they are recognized
to be the biggest spenders. As a result, most foodservice operators in the
country concentrate on courting this consumer demographic. In the
Philippines' foodservice market, independent restaurants are rapidly

expanding, resulting in an increase in the number of foodservice
establishments. The Philippines' foodservice market favors food chain brands
from the United States. Chain restaurants are extending their operations in
developing countries such as the Philippines in order to increase their profit
margins.
For many people, discussing meals, restaurant places, and menu items
has turned into a hobby in today's ever-expanding world of gastro-tourism.
With the advent of dedicated food blogs, gastronomic YouTube channels, and
Instagram profiles, as well as a rapid surge in new eateries across major cities
and suburbs, "foodie-ism" has become a lifestyle that many people can
embrace. And, in order to satisfy consumers' desire for "instagrammable"
meals, the restaurant business has risen to the occasion, delivering unique
dining experiences, creative menus, and culinary delights. Food is an
important component of our daily lives, and many of our interactions with it are,
by definition, ordinary. So, in order to provide guests with the transforming and
otherworldly experience they desire, restaurateurs must produce something
truly unique, original, and eye-opening (James Cronin, 2022). The mind of a
diner should be opened in a pleasant, positive, and satisfactory manner during
a sublime eating experience. So, if restaurateurs want to deliver a unique

eating experience, they must be conscious that they are potentially opening
the doors of perception, even if only a crack and it comes with a level of
responsibility that is worth considering.
A restaurant can genuinely boost their guests' appreciation of the
cuisine they offer by generating a new or unique experience. However, you
don't have to go to such lengths to create the desired result. Small, sensible,
but unexpected adjustments can be sufficient to elicit a sense of novelty and
hence heighten enjoyment. This, however, might be taken too far and result in
negative outcomes. There's a distinct line between providing clients with a
fresh challenge and causing them to get frustrated. And the downside of
novelty impact is that it may fade over time. This implies the potential need to
be on the lookout for new and unique experiences to offer to consumers on a
regular basis. This isn't always a terrible thing, but it does necessitate
consistent effort. Furthermore, there are a variety of approaches to
incorporating minor innovations into clients' dining experience without
becoming irritating or tedious. Consider the multiple touchpoints that make up
the eating experience. Be inventive! (Wasserstrom, 2018).
Based on the findings of University of Santo Tomas researchers Del
Castillo, Libao, Chua, De Guzman, De Pedro, and Liba (2022), customers'
positive emotional responses matched their level of satisfaction in terms of

meal quality, service setting, and service quality, and first-visit customers'
behavioural intentions matched their degree of satisfaction and emotional
responses. The study found that guests are really satisfied with the overall
service environment, product quality, and service quality of the venues.
Furthermore, based on the information received, the majority of consumers
were willing to return, stay longer, and recommend the establishment to
others. It is recommended for the owners to maintain their current practices
and continuously gather feedback from their customers for future
improvements in order to maintain their level of service environment, product
and service quality, and have a positive response from the customers, using
their current status as a reference.
A dissertation about dining on ethnic restaurants by Lili Gai (2022) of
University of North Texas shown that non-Latino consumers are more
motivated by individual level motives, such as the need for uniqueness. Latino-
origin consumers' choice of ethnic restaurants is more of a manifestation of
their ethnic identity, whereas non-Latino consumers are more motivated by
individual level motives, such as the need for uniqueness. Given the multi-
ethnic, multi-cultural nature of the United States, the dissertation's theoretical
implications extend beyond consumer choice literature to enrich social
psychology of identity, particularly ethnic identity. Consumers' choices of
politicians, as well as other decision-making scenarios (gift-giving), product

categories (apparel sector), and service outlets, might all be investigated using
joint motivating motivations on both an individual and group/social level
(hospitality industry).
The increasing expansion of location-based services offers the
opportunity to gain unparalleled insight into people's movement patterns,
allowing the food-service business to correctly predict customer dining habits
(Zhang, Zheng, Yuan, Xie, Chen, Zhou, 2022).
Dining preferences, for instance, are intrinsically related to physical
social settings rather than being solely influenced by personal
interests/cultures and social peers. Physical social locations are widely
available as an efficient alternative to infer dining preferences thanks to the
adoption of location-based services in online social networks via smart
phones. Individual dining preferences can be predicted using physical social
settings, which beat traditional methods that rely on peer social information
(She, Vassilovski, Hon, 2022).
Unfortunately, the engineering inside foods and dishes is not visible.
The breakdown of the food matrix, the release of aromas and fluids, and other
various satisfying experiences are all examples of food engineering in people's
mouths. Many nutrients' bioavailability is likely to be influenced by the structure
of foods in a person’s gut. For the first time in food and gastronomy history, a
substantial body of scientific knowledge has developed that permits food
technologists and chefs to create food structures that are both healthy and
delightful.
The protection and targeted delivery of bioactive components and
beneficial bacteria that have proven to be beneficial to our health is an area
where product design and engineering is likely to contribute. On the other
hand, a growing number of individuals around the world are interested in
eating satisfactorily and trying new things. They are receptive to new cooking
forms and admire modern cooks' creativeness and boldness. To incorporate
innovation to their recipes, many of the most renowned chefs are known to
have their own laboratory or collaborate with prominent scientists (Aguilera,
2022).
Food and gastronomy are becoming fashionable subjects in academia,
attracting a large number of students. As more information becomes available
about the structure-forming capacities of old and new components, as well as
how some of the more complex microstructures of foods are formed, the world
will get closer to constructing food structures that are both appealing and
healthy.
Synthesis of the Reviewed Studies

The foregoing studies are relevant to the present study mainly because
this studies also tried to find out the customer satisfaction towards a
promotional culinary gastronomic tourism. All the relevant information stated in
this chapter was used for the development of this research.
Several studies have examined the relationship between customer
satisfaction and theme house restaurants. In their study on customer
satisfaction in theme house restaurants, Seo and Jang (2018) found that food
quality, menu variety, service quality, ambiance, and decor were important
attributes that contributed to customer satisfaction. Similarly, in their study on
themed restaurants, Kim and Ko (2016) found that the ambiance and decor of
the restaurant were significant predictors of customer satisfaction.
Culinary gastronomic tourism has been identified as an important
aspect of destination promotion, and theme house restaurants play a
significant role in promoting culinary gastronomic tourism. In a study on the
role of food and restaurants in tourism, Hall and Mitchell (2001) found that
themed restaurants were an essential component of the tourist experience and
contributed to the promotion of culinary gastronomic tourism. Similarly, in their
study on the impact of themed restaurants on tourism development, Kivela et
al. (2014) found that themed restaurants contributed to the promotion of
culinary gastronomic tourism by offering unique dining experiences.

Collaborative efforts between theme house restaurants and other
stakeholders in the tourism industry have also been identified as essential in
enhancing the promotion of culinary gastronomic tourism. In a study on
collaborative efforts in the tourism industry, Cai and Lu (2018) found that
partnerships between theme house restaurants and hotels, tour operators, and
other tourism businesses were essential in promoting culinary gastronomic
tourism.
Moreover, previous studies have highlighted the importance of
customer satisfaction in the tourism industry and its relationship with repeat
visits and positive word-of-mouth recommendations. In their study on the
relationship between customer satisfaction and loyalty in theme house
restaurants, Jeon and Lee (2018) found that customer satisfaction was
positively related to loyalty and positive word-of-mouth recommendations.
In summary, previous research studies have identified the key attributes
that contribute to customer satisfaction in theme house restaurants and their
role in promoting culinary gastronomic tourism. Collaborative efforts between
theme house restaurants and other stakeholders in the tourism industry, as
well as the importance of customer satisfaction, have also been highlighted
(Seo & Jang, 2018; Kim & Ko, 2016; Hall & Mitchell, 2001; Kivela et al., 2014;
Cai & Lu, 2018; Jeon & Lee, 2018).

Theoretical Framework
Richard L. Oliver proposed the Disconfirmation Paradigm in 1977 and
1980. It was a two-series paper that was claimed to be the most promising
theoretical framework for measuring customer satisfaction. According to this
theory, customers compare a new service experience to a quality they have
already established. Disconfirmation paradigm assumes that consumers make
purchases based on expectations, attitudes, and intents (Oliver, 1980).
Customers to rate the experience later, during or after consumption, and
generate an impression of performance. When consumers evaluate the actual
service performance to their pre-experience criterion or anticipation, the
process is complete. Confirmation, satisfaction, or discontent is the outcomes
(Beardon & Teel 1993, Cardozo 1965, Day 1977, Oliver 1980).
Moreover, when there is a discrepancy between expectations and
outcomes, it is called disconfirmation. As a result of a positive or negative
disparity between expectations and perceptions, a consumer is either satisfied

or unsatisfied. Thus, when service performance exceeds expectations, there is
a positive disconfirmation between expectations and performance, contributing
to satisfaction, and when service performance is as predicted. there is a
confirmation between expectations and perceptions, leading to satisfaction.
Figure 1. Theoretical Paradigm. Proposed Strategic Promotional
Culinary Gastronomic Tourism Plan for Theme- House Specialty Restaurants
by Oliver 2022.
Furthermore, this paradigm has four major components. First is the
level of expectations from the customers, which indicates the pre-consumption
expectancy. Next component is the perceived performance, which is referred
to as the client's own interpretation of the service provided. The third
component is disconfirmation, that mostly occurs when there is a misalignment
between expectations and performance. Finally, there's the satisfaction
component, which is determined by taking the results of customer satisfaction
for numerous service characteristics.
Conceptual Framework
Figure 2 presents the research framework of the study where the
table of input includes the assessment for proposed strategic culinary
gastronomic plan for the theme-house specialty restaurants. It includes the
assessment of customer satisfaction as well. The next table which is the

process includes administering the questionnaires, the feedback of the
respondents and the problems encountered. Lastly, the table of the output is
where expected outcomes of the study are obtained. This includes proposed
strategic promotional culinary gastronomic tourism plan. Overall, this research
will determine the effect of customer satisfaction on the promotional
gastronomic tourism and the proposed culinary gastronomic tourism plan of
the theme-house restaurants within Intramuros, Manila.

Figure 2. Conceptual Paradigm. Proposed Strategic Promotional
Culinary Gastronomic Tourism Plan for Theme- House Specialty Restaurants.
In light of the research background above, the researchers strongly
believe that the proposed hypothetical model is novel because it attempts to
explain the impact of gastronomic tourism and thus its subsequent impact on
customer satisfaction. The hypothesized model is depicted in figure 2.
Definition of Terms
To help readers comprehend this paper, the following terminology have
been conceptually and operationally defined.
Ambiance is everything from lighting and sound to décor and color, as
well as mood and, of course, cleanliness, is considered.
Customer satisfaction is a metric that measures how satisfied
customers are with a business's products, services, and capabilities. It
involves surveys and ratings that can assist a business in determining how to
enhance or adjust its products and services.
Food Quality is the sum of all the features and attributes of a food item
that the client finds acceptable.

Gastronomic tourism is a sort of tourism based on visiting food
producers, food festivals, restaurants, and other special sites in order to
sample a unique type of food, and witness a dish being prepared.
Novelty is about offering innovative menus and culinary curiosities that
incorporate new items or techniques relevant to society and culture.
Service Quality is an assessment of how effectively a provided service
complies to the client's expectations and relates to the service's capacity to
meet the needs of the customers.

Chapter 3
METHODOLOGY OF THE RESEARCH
This chapter contains the methods of research used in the study. It
describes the respondents of the study, sampling technique, data gathering
instruments used, and data gathering procedure.
Research Design
Researchers have used the mixed method research which involves
collecting both qualitative and quantitative data to have more comprehensive
understanding on the customer satisfaction to the selected theme house
restaurant in Intramuros, Manila. This strategy also aided the researchers in
having a complementary insight into the research question.
Mixed method research can provide a more complete and nuanced
understanding of a research question or phenomenon than either quantitative
or qualitative research alone. It can help researchers to identify patterns and

relationships in data that may not be apparent using a single method, and to
contextualize quantitative findings with qualitative insights. However, mixed
method research also requires careful planning and integration of both
methods to ensure that the data is analyzed and presented in a meaningful
and coherent way.
Respondents of the Study
The respondents being discussed in this study were fifty
(50) customers and twenty-eight (28) employees of three theme house
restaurants around Manila City. Aiming to get information about customers’
satisfaction in these three restaurants, the customers were chosen as the
respondents. Furthermore, the employees and managers were selected to
provide information about how they handle and how they will act with their
customer data, preferences and satisfaction.
Sampling Technique
The researchers utilized the Purposive sampling technique also known
as judgment sampling which is under the non-probability sampling methods.
This is mainly used in qualitative research. The purpose of this sampling is to
develop an initial understanding of the under-researched population. The
participants are chosen by researchers based on the particular attributes
needed to achieve the main objectives. They relied on their own judgment in
choosing who will be the participants inside the population to answer their
surveys.
Research Instrument
The researchers used questionnaires as an instrument in data
gathering. On-site interviews were also conducted to supplement the
information obtained from the questionnaires.
Survey Questionnaire - To give foundation to the research, it made
use of survey questionnaires as its main instrument to gather the necessary
data for the study. It is followed by a brief interview to supplement the data that
has been collected.
Interview - It used on-site interview as a tool to support the acquired
information in the questionnaires. The researchers employed designed open-
ended questions in the hopes of getting unbiased responses, whereas closed-
ended questions may drive people to respond in a certain way.
Data Gathering Procedures

For the purpose of this research, an interview was used by the
researchers. First, a referral letter was prepared to be given to the chosen
respondent for approval to conduct and gather information about the study.
After getting the approval, a set of questions were prepared and given to the
respondent that enables researchers towards the satisfaction of their research
objectives.
Validation of the Questionnaire
The researcher prepared a survey questionnaire for the study, and the
findings and conclusions were used to determine the proper strategic
promotional culinary gastronomic tourism plan. It was provided to various
professors for validation after being submitted to the adviser for suggestions
and feedback. A questionnaire is a research instrument that consists of
several sets of questions and other prompts intended for collecting information
from respondents.
Statistical Treatment of Data
The acquired information was totaled, statistical analysis was used, and
tables were created. The mean, frequency distribution, percentage distribution,
and Pearson-r were utilized by the researcher to evaluate the data and identify
significant differences. The data were processed using the next statistical
tools:
Frequency- The rate at which something occurs or is repeated over a
particular period of time or in a given sample.
Percentage- It is mainly use to determine the percentage for data
gather on respondents’ profile such as Age, Gender, Civil Status, Highest
Educational Attainment, Monthly Income, and Status.
Weighted Mean- As a measure of central tendency, it was used to get
the value of scores for the items.
Variance- a measure of how spread out a set of data is. It is the
average of the squared differences from the mean of the data.
Standard Deviation- the square root of the variance. It measures how
much the data is spread out from the mean in the same units as the data.
P-value- measure of the strength of evidence against a null hypothesis.
Pearson-r - a statistical measure of the linear relationship between two
continuous variables.
4-point Likert scale- each of the indicators will be assessed and
scored using the following internal basing on the degree in which the
respondents are experiencing it. This is used for verbal interpretation of the
computed means.
Weight 4- Point Likert Scale Verbal Interpretation
Range Scale
1 1.0-1.49 Strongly Agree
2 1.50-2.49 Agree
3 2.50-3.49 Disagree
4 3.50-4.00 Strongly Disagree
Chapter 4
PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA
This chapter presents, analyzes, and interprets the data gathered for
the survey questionnaire which aimed to gather data on strategies of selected
travel agencies that will be basis for improved promotional plan. The findings
of the study are organized into four sections arranged according to the specific
problems of the study.
Assessment of the respondents on the promotional culinary
gastronomic tourism of selected themed-house restaurants.
Table 1
Assessment of the respondents in terms of status
Frequency Percent Valid Percent Cumulative Percent
Customer 50 64.1 64.1 64.1

VALID Employee 28 35.9 35.9 100.0
Total 78 100.0 100.0
The status of each responder is broken down in Table 1, which
presents the data in a tabular format. 50 out of the total 78 respondents, or
64.1%, are customers at the theme-house specialty restaurant, while 28 out of
the respondents, or 35.9%, are employees there.
The information presented in Table 1 offers essential new perspectives
on the research. The survey may determine the perspective of customers and
staff on the theme-house specialty restaurant by determining the status of the
respondents, which can help in understanding the variables that lead to
consumer happiness. Additionally, the study can indicate how satisfied
customers feel about the restaurant. The results of the research can provide
the restaurant with useful information that they can use to design plans that
will satisfy both their customers and their personnel.
The fact that the vast majority of people who participated in the survey
were actual consumers suggests that the primary emphasis of the
investigation was placed on the perspectives and encounters of these
individuals. The restaurant may be able to gain a better understanding of the

aspects that lead to customer happiness and loyalty by applying the findings
from this group. In the hospitality sector, providing excellent service to patrons
is essential to their overall happiness, which in turn may result in more income,
referrals from happy customers, and more business overall. (Hossain & Leo,
2022).
It is important to include a large number of employees in the research
since they are the best source of information on the inner workings of the
restaurant. According to a number of studies, there is a favorable correlation
between satisfied employees and satisfied customers and loyal customers.
(Duman & Mattila, 2022). Therefore, gaining an awareness of the viewpoints
held by employees may assist the restaurant in the development of strategies
that not only satisfy the requirements of the clientele but also create a
favorable atmosphere in which staff can thrive in their jobs.
Table 2
Assessment of respondents in terms of age
Percen Valid Cumulative

Frequency
t Percent Percent
VALID
21 - 35 years
41 52.6 52.6 52.6
old
36 - 50 years
4 5.1 5.1 57.7
old
51 years old 1 1.3 1.3 59.0
above
Below 21 years
32 41.0 41.0 100.0
old
Total 78 100.0 100.0
The respondents' ages are broken down into their respective groups in
Table 2, which presents the data. The bulk of the respondents (41 out of 78, or
52.6%) are between the ages of 21 and 35 years old, followed by 32 out of 78,
or 41.0% of the respondents who are younger than 21 years old. Only one of
the respondents, or 1.3% of the total, is aged 51 or older, while there are only
four respondents that fall between the age range of 36-50 years old.
on the research. The age group distribution of those who responded provides
the restaurant with valuable information that may assist it in better
understanding the demographics of its consumers and the ways in which it can
meet the requirements of those customers. Studies done in the past have
revealed that customers' ages are a crucial influence in defining their dining
habits and preferences. Consumers' ages range from 18 to 84. (Kim & Jun,
2017). Because of this, having an awareness of the age group distribution of
the restaurant's patrons may assist the establishment in better catering their
services and offers to the requirements and preferences of the market they are
trying to reach.
According to the data, the bulk of the respondents is likewise rather
young, with 52.6% of the population falling in the age range of 21 to 35 years
old. This study is in line with the findings of earlier research, which
demonstrated that young people make up the demographic that frequents
theme-house specialized restaurants the most frequently. (Choi et al., 2022).
The data also demonstrate that just a small percentage of responders are
beyond the age of 50. Using this knowledge, the restaurant may be better able
to develop marketing tactics that appeal to a wider range of age groups and so
improve the size of their client base.
Table 3
Assessment of respondents in terms of sex
Frequenc Valid Cumulative

Percent
y Percent Percent
VALID Female 54 69.2 69.2 69.2
Male 24 30.8 30.8 100.0
Total 78 100.0 100.0
The breakdown of the respondents into male and female categories is
presented in Table 3. 54 of the 78 respondents are female, which accounts for
69.2% of the total, and 24 of the respondents are male, which accounts for
30.8%.
on the research. The gender breakdown of those who responded provides the
restaurant with valuable insight into the demographics of its clientele, which in
turn enables the establishment to better meet the requirements of its clientele.
Previous research has demonstrated that a customer's gender is a crucial
influence in determining their dining habits and preferences (Huang et al.,
2022). Because of this, having a grasp of the sex distribution of the
restaurant's patrons may assist the establishment in better catering their
services and offers to the requirements and inclinations of their target market.
The distribution of the respondents in terms of their marital status is
shown in Table 4. The 78 respondents may be broken down as follows: 72 (or
92.3% of the total) are single, five (or 6.4% of the total) are married, and one
(or
1.3% of the total) is a widow/widower.
Table 4
Assessment of respondents in terms of marital status
Frequenc Percen Valid Cumulative

y t Percent Percent
VALID Married 5 6.4 6.4 6.4
Single 72 92.3 92.3 98.7
Widow/Widower 1 1.3 1.3 100.0
Total 78 100.0 100.0
The data from Table 4 gives vital insights into the investigation. It is
helpful for the restaurant to know the marital status of the respondents so that
they may better understand the demographics of their consumers and how
best to meet their requirements. Previous research has indicated that a
customer's marital status is a crucial influence in determining their dining
habits and preferences (Namkung & Jang, 2022). Therefore, the restaurant will
be better able to cater its services and goods to the requirements and tastes of
its target market if they are aware of the marital status of its clients.
Table 5
Assessment of respondents in terms of educational attainment

y t Percent Percent
VALID College Graduate 4 5.1 5.1 5.1
College
54 69.2 69.2 74.4
Undergraduate
High School
17 21.8 21.8 96.2
Graduate
High School Level 3 3.8 3.8 100.0
Total 78 100.0 100.0
The respondents are broken down into categories according to their
levels of education in Table 5. 54 of the 78 respondents, or 69.2%, are college

freshmen, 17 of the 78 respondents, or 21.8%, are high school graduates, four
of the 78 respondents, or 5.1%, are college graduates, and three of the 78
respondents, or 3.8%, have only a high school degree.
on the research. The respondents' levels of education can provide the
restaurant with valuable insight into the demographics of its patrons and
suggest ways in which the establishment can better meet the requirements of
these clients. Previous research has demonstrated that the level of education
is a crucial influence in affecting the eating patterns and preferences of
customers (Quan & Wang, 2022). Therefore, knowing the educational
attainment of the clients may help the restaurant better personalize its services
and offers to satisfy the requirements and preferences of the market they are
trying to reach.
According to the statistics, the vast majority of the respondents are
currently enrolled in at least one year of college; specifically, 69.2% of the
respondents have attained this level of education. This conclusion is in line
with the findings of earlier research, which demonstrated that college students
are regular customers of theme-house specialty restaurants. (Choi et al.,
2022). According to the data, just a small percentage of respondents had
graduated from high school or finished their education beyond the high school
level. Using this knowledge, the restaurant may be better able to develop
marketing techniques that appeal to various groups of people with varying
levels of educational attainment to expand its client base.
Table 6
Assessment of respondents in terms of monthly income

y t Percent Percent
VALID 10,000 below 52 66.7 66.7 66.7
11,000 -
15 19.2 19.2 85.9
20,000
21,000 -
8 10.3 10.3 96.2
30,000
31,000 -
3 3.8 3.8 100.0
40,000
Total 78 100.0 100.0

The respondents are broken down by their monthly income in table 6,
which can be found below. 52 out of the 78 respondents, or 66.7%, have a
monthly income of 10,000 pesos or less, 15 out of the 78 respondents, or
19.2%, have a monthly income between 11,000 and 20,000 pesos, eight out of
the 78 respondents, or 10.3%, have a monthly income between 21,000 and
30,000 pesos, and three out of the 78 respondents, or 3.8%, have a monthly
income between 31,000 and 40,000 pesos.
on the research. The respondents' income levels can provide the restaurant
with valuable insight into the demographics of its patrons and suggest ways in
which the establishment can better meet the requirements of these clients.
Previous research has demonstrated that a customer's level of disposable
money is a crucial influence in shaping their dining choices and patterns.
(Namkung & Jang, 2022). Because of this, having a grasp of the income
distribution of the restaurant's patrons may assist the establishment in better
catering their services and goods to the requirements and inclinations of their
target market.
According to the statistics, the majority of the people who responded
have a monthly income that is less than or equal to 10,000 pesos. This study
is in line with the findings of earlier research, which demonstrated that theme-
house specialty restaurants are popular among consumers who are concerned
about their spending (Lee & Hwang, 2017). According to the data, only a small
percentage of respondents had monthly salaries that are significantly greater.
Using this information, the restaurant may be better able to develop marketing
techniques that are tailored to the various income brackets in the hopes of
expanding its client base.

Legend: Strongly Agree- 1.00-1.49, Agree- 1.50-2.49, Disagree- 2.50-3.49, Strongly Disagree- 3.50-4.00
Table 7 provides descriptive data for the various aspects of food quality,
based on ratings received from both staff and consumers. The following
statistics are included in the table: mean, variance, and standard deviation for
each food quality parameter, as well as the respondents' overall degree of
agreement.
The first quality, "The food was prepared well and arrived hot," had a
mean score of 1.68 from staff while receiving a score of 1.52 from consumers.
The low variation and standard deviation ratings are indications that the
personnel and customers are typical of the same opinion that the meal was
cooked correctly and arrived at the proper temperature.
The second characteristic, "The quality of the food is excellent,"
receives a mean score of 1.54 among employees while consumers give it a
score of 1.66. Despite the fact that staff gave this grade a slightly lower rating
than consumers did, both groups are still largely in agreement that the quality
of the meal is great.
The third criterion, "The food was a good value for the price," had a
mean score of 1.61 from staff while receiving a mean score of 1.80 from
consumers. The staff and the consumers have the same opinion, which is that
the food was a good value for the price; however, the customers have a higher
rating for this quality than the employees do.

The fourth quality, "The food meets your expectations," had a mean
score of 1.61 from staff while receiving a mean score of 1.68 from consumers.
The personnel and the consumers are of the same opinion that the cuisine
lives up to their expectations, with the customers giving a little higher grade for
this quality than the employees.
The results of the staff' and customers' assessments of the theme-
house specialty restaurant's food quality are presented in Table 7, which offers
some interesting insights into the topic. According to the collected data, it
appears that both the personnel and the customers are in general agreement
that the meal was made properly and came hot, that the food's quality is
outstanding, that the food was a good value for the money, and that the food
satisfies their expectations. These findings are comparable with those found in
earlier research, which demonstrated that the quality of the food served is a
crucial influence in influencing the level of happiness and loyalty a client has
toward a certain restaurant. (Namkung & Jang, 2022).

Descriptive statistics for the service quality aspects of the theme-house
specialty restaurant are presented in Table 8. This data was compiled based
on ratings given by both staff and customers of the restaurant. The following
statistics are included in the table: the mean, variance, and standard deviation
for each service quality attribute, as well as the percentage of respondents that
agreed with each statement.
The first quality, which is "The order arrived at the exact time," had a
mean score of 1.54 for staff and a mean score of 1.86 for consumers. Even
though staff gave this quality a lower rating than consumers did, both groups
largely agreed that the order was delivered on time, as seen by the low
variance and standard deviation ratings.
The second characteristic, "The staff were friendly, accommodating,
and attentive," with a mean score of 1.54 for employees and a mean score of
1.52 for consumers. The low variance and standard deviation ratings are
indications that both employees and customers usually believe that the staff
was courteous, helpful, and attentive. This is indicated by the low variance
values.
The third criterion, which asks respondents to evaluate whether or not
"the order was correct and complete," gets a mean score of 1.32 for staff and
1.44 for consumers. The low variance and standard deviation scores are proof
that the staff and customers are in strong agreement that the order was proper
and complete. This agreement is indicated by the low scores.

The fourth quality, "The cutlery is clean before use," had a mean score
of 1.50 from staff while receiving a mean score of 1.66 from consumers. The
low variation and standard deviation ratings demonstrate that the personnel
and the consumers are of the same opinion about the cleanliness of the
cutlery before usage.
The responses of both staff and guests are included in Table 8, which
offers some insight into the many aspects of the theme-house specialty
restaurant's service quality. According to the collected data, both the
employees and the customers are of the opinion that the order was delivered
at the precise time that was specified, that the order was accurate and
comprehensive, that the personnel was nice and helpful, and that the cutlery
was clean before it was used. These findings are in line with those of earlier
research that has demonstrated that the level of service provided to customers
is a crucial element in influencing the level of happiness and loyalty customers
feel toward a particular restaurant. (Hsieh & Yen, 2022).

The descriptive statistics for the ambiance qualities of the theme-house
specialty restaurant are presented in Table 9, with ratings from both the
personnel and the guests of the establishment. The following statistics are
included in the table: mean, variance, and standard deviation for each
ambiance characteristic, as well as the percentage of respondents who think
that each ambiance feature is important.
The staff gave the first quality a mean score of 1.57, while the
consumers gave it a score of 1.80. The quality in question is "The lighting and
music are relaxing and enjoyable." In spite of the fact that staff gave this
quality a lower rating than consumers did, both groups still generally agreed
that the lighting and music were soothing and pleasurable, as indicated by the
low variation and standard deviation ratings.
The second quality, "Food presented aesthetically," received a mean
score of 1.64 from staff while receiving a mean score of 1.74 from consumers.
The low variance and standard deviation ratings are proof that the personnel
and consumers are of the same opinion that the food is served in an
aesthetically pleasing manner.
The third quality, titled "The restaurant and the restrooms are clean,"
gets an overall mean score of 1.61, with personnel giving it 1.61 and
customers giving it 1.68. The low variation and standard deviation ratings are
indications that personnel and guests are of the same opinion regarding the
cleanliness of the restaurant and the facilities.

The fourth quality, "The colors of the wall are appealing," had a mean
score of 1.64 from workers while receiving a mean score of 1.72 from
consumers. As can be seen from the low variation and standard deviation
scores, there is widespread agreement among both staff and consumers that
the colors on the wall are pleasing to the eye.
The results of the staff' and customers' assessments of the theme-
house specialty restaurant's ambiance are presented in Table 9. These ratings
give valuable insights into the restaurant's atmosphere. According to the
collected data, it appears that both the personnel and the customers are of the
opinion that the lighting and the music are both fun and soothing, that the food
is presented in an aesthetically pleasing manner, that the restaurant and the
toilets are clean, and that the colors on the walls are pleasing to the eye.
Previous research has indicated that atmosphere is a crucial component in
influencing customer happiness and loyalty in the restaurant sector. These
findings are consistent with that research, and they reveal that ambiance is
one of those factors. (Mattila & Wirtz, 2022).

Table 10 presents descriptive data for the unique qualities of the theme-
house specialty restaurant, as assessed by staff and guests. The ratings were
compiled from the restaurant's overall ratings. The following data are included
in the table: the mean, variance, and standard deviation for each novelty
characteristic; the respondents' degree of agreement; and the level of
agreement amongst the respondents.
The staff gave the first quality, "The restaurant decor is interesting and
unique," a mean score of 1.57, while the customers gave it a mean score of
1.76. Despite the fact that staff gave this quality a lower rating than customers
did, most members of both groups agreed that the restaurant's decor is
intriguing and one-of-a-kind, as shown by the low variance and standard
deviation ratings.
The second characteristic is referred to as "The restaurant serves a
meal that is photo-worthy," and it has a mean score of 1.64 among staff and
1.78 among customers. As shown by the low variation and standard deviation
ratings, the staff and patrons of the restaurant are of the same opinion that the
food that is served there is "photo-worthy."
The third quality, "The location of the restaurant is accessible," received
a mean score of 1.50 from workers while customers gave it a score of 1.56. As
can be seen from the relatively low variation and standard deviation ratings,
the staff and patrons of the restaurant are of the same opinion that its location
is easily accessible.
Customers give a mean score of 1.58 to the fourth quality, which is
"They offer affordable packages and promos." Employees give this quality a
mean score of 1.57. As shown by the low variance and standard deviation
scores, the staff and patrons of the restaurant are of the same opinion that the
establishment provides attractive deals and packages at reasonable prices.
The responses of both staff and guests are compiled in Table 10, which
gives valuable insights into the unique features offered by the theme-house
specialty restaurant. According to the collected data, it appears that both staff
and customers are in general agreement that the restaurant's decor is
intriguing and unusual, that the restaurant serves a meal that is "photo-
worthy," that the restaurant is located in an easily accessible area, and that the
business offers inexpensive packages and coupons. In line with the findings of
prior research, which has demonstrated that a crucial element in influencing
customer pleasure and loyalty in the restaurant sector is innovation, these
findings support the hypothesis that (Kim et al., 2022).

Table 11
Assessment of the respondents on how they discovered theme-house
restaurant

y t Percent Percent
Advertisements 8 10.3 10.3 10.3
Just walked-in 5 6.4 6.4 16.7

News
2 2.6 2.6 19.2
articles/features
Valid Recommended by a 24 30.8 30.8 50.0

friend/family member
Through social media
platform of the 39 50.0 50.0 100.0
restaurant
Total 78 100.0 100.0

The responses of guests to the question of how they learned about the
restaurant with the theme house are presented in Table 11. The frequency of
responses as well as the percentage distribution is displayed in the table
below for each discovery technique.
The vast majority of clients, which accounts for fifty percent of the total,
learned about the restaurant through various types of social media. The
significance of using social media for advertising and promotion of theme-
house specialized restaurants is brought into focus by these findings.

Reaching out to potential consumers and developing interest in new dining
concepts may be accomplished in an efficient and cost-effective manner via
the use of social media. Restaurants now have the potential to exhibit their
distinctive characteristics, menu items, and atmosphere through visually
captivating images and videos thanks to social media platforms such as
Instagram and Facebook. In a study that was conducted by Kladou and
Mavragani (2022), it was discovered that social media platforms are an
efficient marketing tool for the hotel business. This is because social media
platforms improve brand recognition and consumer loyalty.
The second most popular way people found out about the site was
through the recommendations of friends or family members, which accounted
for 30.8% of all discoveries. In the hotel business, word-of-mouth marketing
has long been recognized as a potent marketing tactic. This is due to the fact
that customers are more likely to believe suggestions coming from individuals
they already know. (Huang & Hsu, 2022). A restaurant's reputation may be
built and new customers are drawn in by the positive evaluations and
recommendations of existing patrons who are pleased with their experiences
there.
Other ways of discovery, such as ads, walking in, and news stories or
features, were used by a smaller percentage of people. These techniques

accounted for 10.3%, 6.4%, and 2.6% of the total, respectively. This research
demonstrates that standard forms of advertising and media have a relatively
small influence on the promotion of theme-house specialty restaurants.
Table 11 gives insightful information on the many ways in which guests
learned about the theme-house specialty restaurant. According to the findings,
the most efficient methods of promotion and marketing for theme-house
specialty restaurants are the utilization of social media platforms and personal
referrals from friends and family members. Restaurant owners and managers
should prioritize expanding their social media presence and actively
connecting with patrons to boost client knowledge of their brand and loyalty to
it. They should also make it a priority to provide exceptional eating
experiences as well as excellent customer service in order to generate
favorable evaluations and referrals from customers who are pleased with their
encounters.
Table 12
Assessment on the respondents on how they found the ambiance in the
restaurant

y t Percent Percent
1-Very
23 29.5 29.5 29.5
Satisfied
2 - Satisfied 48 61.5 61.5 91.0

Vali
3 - Neutral 5 6.4 6.4 97.4
d
5-Very
2 2.6 2.6 100.0
Unsatisfied
Total 78 100.0 100.0

The frequency and percentage distribution of the respondents'
evaluations of the ambiance in the restaurant are shown in Table 12, which
can be seen here. The majority of respondents (91%) expressed complete
contentment with the atmosphere of the restaurant decorated like a theme
house. In particular, 29.5% of those polled said that they were "very satisfied"
with the atmosphere, while 61.5% said they were "satisfied" with it. A relatively
low percentage of the respondents (6.4%) gave the atmosphere a rating of
"neutral," while just 2.6% gave it a rating of "very unsatisfied."

When it comes to providing patrons with a satisfying dining experience,
the ambiance of a restaurant is one of the most important factors to consider.
A pleasant atmosphere may improve the quality of the entire eating
experience, making it more fun and memorable in the process (Kim & Kim,
2017). Restaurants are able to conjure up a particular ambiance by utilizing a
variety of design elements, including lighting, music, and décor, to produce an
ambiance that is congruous with their overall concept and their intended
clientele.
In addition, research has shown that the atmosphere of a restaurant
may have an effect on the behavior and perception of the customers. For
example, the speed of service and the customer's perception of how long they
would have to wait can both be affected by the music playing in the
background. (North & Hargreaves, 2022). The customer's disposition and
conduct might also be influenced by the color scheme and lighting. (Kaya &
Epps, 2022). Because of this, it is extremely important for the owners and
managers of restaurants to create an atmosphere that is cozy and appealing,
while still being congruent with their brand and their target demographic.
Table 13. Assessment on the respondents on the following factors
that influenced their decision the most when choosing a restaurant

Percent
y Percent Percent
Food (cuisine) 27 34.6 34.6 34.6
Influence by
8 10.3 10.3 44.9
family/peers
Vali Instagrammable
27 34.6 34.6 79.5
d features
Previous
16 20.5 20.5 100.0
experience
Total 78 100.0 100.0

The criteria that would have the greatest impact on the respondents'
choice of restaurant are outlined in Table 13, which may be seen here. 34.6%
of the respondents agreed with the statement that the cuisine or the food that
is given at the restaurant is the most significant component. This indicates that
the majority of the respondents believe that this is the case. This conclusion is
reinforced by the findings of a number of studies (Bigné et al., 2018; Dolnicar
et al., 2022; Kim et al., 2022), which indicate that the quality of the cuisine is
the key factor that consumers take into consideration when choosing a
restaurant.
The Instagrammable elements or aesthetic appeal of the restaurant is
another key aspect that impacts the respondents' decision in choosing a
restaurant, and 34.6% of respondents agreed with this statement. This
indicates that this component is important. In recent years, it has been shown
that the amount of effect that social media has on the selection of restaurants
has been growing. (Zhang & Mao, 2018). Therefore, restaurants that have
elements that are pleasing to the eye are likely to have a greater number of
consumers dine at their establishments.
Additionally, past experience was indicated by 20.5% of the
respondents as a significant factor that would play a role in influencing their
decision about the selection of a restaurant. This conclusion is consistent with
the findings of prior research that demonstrate that consumer decisions can be
greatly influenced by previous experience, regardless of whether that
experience was favorable or bad. (Han, Hyun, & Kim, 2018; Kim et al., 2022).
Last but not least, 10.3 percent of those polled stated that they base
their decision on what their relatives or friends have recommended to them
when it comes to selecting a restaurant. It has also been discovered that
referrals from family and friends, as well as word-of-mouth advertising, are
important factors in choosing restaurants. (Suh & Lee, 2018).

The research underlines the significance of factors such as meal
quality, visual appeal, prior experience, and recommendations from friends
and family when it comes to influencing customers' decisions over which
restaurant to patronize. The findings of this study can be helpful to owners and
managers of restaurants in identifying the variables that are most important to
their consumers and in customizing their tactics to match the demands and
preferences of their patrons.
Table 14
Assessment on the respondents on how likely they will recommend the
restaurant to a friend or family member
Percen Valid Cumulative

Frequency
t Percent Percent
VALID Likely 36 46.2 46.2 46.2
Maybe 5 6.4 6.4 52.6
Neutral 12 15.4 15.4 67.9
Not at all 4 5.1 5.1 73.1
Not at all, very

1 1.3 1.3 74.4
likely
Very likely 20 25.6 25.6 100.0
Total 78 100.0 100.0
The replies to the question "How likely is it that you will recommend the
restaurant to a friend or family member?" are presented in the table below,

organized according to their frequency of occurrence. The replies were
analyzed using a Likert scale of five points, ranging from "Not at all" to "Very
likely" in each category.
The results of this survey are presented in a table, which reveals that
46.2% of respondents selected the option "Likely," suggesting that they are
likely to suggest the restaurant to someone they know. On the other side,
15.4% of those who participated in the survey selected "Neutral" as their
response, while 5.1% selected "Not at all." In addition, the fact that 25.6% of
the respondents selected the option "Very likely" demonstrates that they are
quite pleased with the restaurant's selections and the quality of the service
they received there.
A positive overall customer satisfaction level may be inferred from the
large number of respondents who said that they were inclined to recommend
the restaurant to others. Previous research has shown that one of the most
important factors in creating client loyalty and encouraging positive word-of-
mouth recommendations is ensuring that customers are happy with the
products or services provided. (Kandampully & Suhartanto, 2022; Yoon &
Uysal, 2022). In addition, studies have shown that positive word-of-mouth
recommendations may have a big influence on the performance of a

restaurant since they can bring in new customers and lead to an increase in
sales. (Cheung & Thadani, 2022).
According to the results of Table 14, it appears that the majority of
respondents have a favorable impression of the restaurant and are inclined to
promote it to their friends and family. This has the potential to result in
favorable referrals from customers' friends and family, which may greatly
contribute to the success of the business.

Table 15
Assessment of the respondents in the correlations of customer
satisfaction in promotional culinary gastronomic tourism

Table 15 shows the correlation coefficients between the respondents'
status and their ratings of different aspects of the theme-house restaurant. The
respondents' status was coded as 1 for employees and 2 for customers.
The correlation coefficient between respondents' status and food quality
("The food was prepared well and arrived hot") was negative but not significant
(r = -0.110, p = 0.336). There was also no significant correlation between
respondents' status and the quality of food ("The quality of food is excellent") (r
= 0.083, p = 0.471), or the value for money ("The food was a good value for
the price") (r = 0.127, p = 0.268), or whether the food met their expectations
("The food meets your expectations") (r = 0.049, p = 0.670).
For service quality, there was a positive but not significant correlation
between respondents' status and the order arriving at the exact time ("The
order arrived at exact time") (r = 0.215, p = 0.059). There was no significant
correlation between respondents' status and the friendliness and attentiveness
of staff ("The staffs were friendly, accommodating and attentive") (r = -0.011, p
= 0.923), or the correctness and completeness of the order ("The order was
correct and complete") (r = 0.083, p = 0.470), or the cleanliness of the cutlery
("The cutlery is clean before using") (r = 0.106, p = 0.354).
For ambiance, there was a positive but not significant correlation
between respondents' status and the relaxing lighting and music ("The lighting
and music are relaxing and enjoyable") (r = 0.158, p = 0.168), or the
presentation of food ("Food presented aesthetically") (r = 0.063, p = 0.582), or
the cleanliness of the restaurant and restrooms ("The restaurant and the
restrooms are clean") (r = 0.048, p = 0.678), or the appealing colors of the wall
("The colors of the wall are appealing") (r = 0.051, p = 0.656).
For novelty, there was no significant correlation between respondents'
status and the interesting and unique restaurant decor ("The restaurant decor
is interesting and unique") (r = 0.125, p = 0.274), or the serving of "photo-
worthy" meals ("The restaurant serves a "photo-worthy" meal.") (r = 0.088, p =
0.442), or the accessibility of the restaurant location ("The location of the
restaurant is accessible") (r = 0.041, p = 0.725), or the offering of affordable
packages and promos ("They offer affordable packages and promos.") (r =
0.006, p = 0.960).
The results suggest that there is no significant difference in the ratings
between employees and customers in terms of food quality, service quality,
ambiance, and novelty aspects of the theme-house restaurant. The lack of
significant correlations between respondents' status and the different aspects
of the restaurant indicates that the experience of employees and customers is
not significantly different in the restaurant. This suggests that the restaurant
provides consistent quality and experience to all its customers. However, it is

important to note that the sample size is relatively small, and a larger sample
size may yield different results.
Table 16
Summary of the Assessment of the respondents on the Promotional
Culinary Gastronomic Tourism of Theme-House Specialty Restaurant
Employee Customer
Independent Weighted Verbal Weighted Verbal
Variable Mean Interpretation Mean Interpretatio
1. Food 1.61 Agree 1.67 Agree
Quality
2. Service 1.48 Agree 1.62 Agree
Quality
3. Ambiance 1.62 Agree 1.74 Agree
4. Novelty 1.57 Agree 1.67 Agree
Overall Weighted 1.57 Agree 1.68 Agree

Mean
Table 17
Test of Significant Difference on the Assessment on Customer
Satisfaction towards Promotional Culinary Gastronomic Tourism in
selected Theme-house restaurants in Intramuros, Manila
Indicators P-Value Interpretation
Food Quality 0.436 NOT SIGNIFICANT
Service Quality 0.452 NOT SIGNIFICANT
Ambiance 0.521 NOT SIGNIFICANT
Novelty 0.600 NOT SIGNIFICANT
Total P- Value 0.500 NOT SIGNIFICANT
For the first variable (Food Quality), the computed p-value is 0.43625.
The second variable (Service Quality) has a computed z-value of 0.4515;
while the third variable (Ambiance) has a computed z-value of 0.521. And
lastly, the fourth variable (Novelty) has a computed z-value of 0.60025. As
seen in the table, the entire variables of this research are not significant
because it is higher than the significance value of 0.05 and the researcher
must accept the hypothesis.
The overall z-value of the variables is 0.50025 and shows that it is
higher than the significance value of 0.05 and must accept the hypothesis.
Table 18
Problems encountered by the respondents on the Customer
Satisfaction towards a promotional culinary gastronomic tourism in
selected theme- house restaurants in Intramuros, Manila
Table 18 shows the problems encountered by the respondents on the
Customer Satisfaction towards a promotional culinary gastronomic tourism in
selected theme- house restaurants in Intramuros, Manila. Among the
challenges it shows that ranked 1 is that does not offer affordable packages
and promos, ranked 2, staffs were not friendly and accommodating. Ranked 3
is there was a delay in food serving. Ranked 4 are the foods not prepared
well and arrived hot. These challenges encountered by the respondents
should be look upon by the management of the theme-house restaurants.
Table 19
Chapter 5
SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS
This chapter of the study states in concise form findings based on the
analysis and interpretation of the data gathered from the research instruments
used. The overview is also presented in this chapter in the form of conclusions
and recommendations.
Summary of Findings
From the data yielded by instruments, the researcher summarized the
following findings of the study:
1. Assessment of the respondents on the Customer Satisfaction on
selected theme house restaurant attributes towards a promotional culinary
gastronomic tourism.
1.1 Food Quality
The overall weighted mean of the respondents with regards to food
quality was 1.61 for employees and 1.67 in customers which reflect positive
and acceptable. These findings demonstrated that the quality of the food
served is a crucial influence in influencing the level of happiness and loyalty a
client has toward a restaurant.
1.2 Service Quality
The overall weighted mean of the respondents with regards to Service
Quality was 1.48 in employees and 1.62 in customers which reflect positive
and acceptable. These findings demonstrated that the level of service provided
to customers is a crucial element in influencing the level of happiness and
loyalty customers feel toward a particular restaurant.
1.3 Ambiance
The overall weighted mean of the respondents with regards to
Ambiance was 1.62 in employees and 1.74 in customers was which reflect
positive and acceptable. These findings indicated that ambiance is a crucial
component in influencing customer happiness and loyalty in the restaurant
sector.
1.4 Novelty
The overall weighted mean of the respondents with regards to Novelty
was 1.57 in employees and 1.67 in customers which reflect positive and
acceptable. The findings indicate that the Novelty or Innovation is a crucial
element in influencing customer pleasure and loyalty in the restaurant sector.

2. P- Value of Significant Difference on Assessment of the respondents
in customer satisfaction on selected theme-house restaurant attributes
towards a promotional culinary gastronomic tourism
Based on the respondents’ assessments with the entire variables of this
research according to evaluation on Assessment of the two groups of
respondents in customer satisfaction on selected theme-house restaurant
attributes towards a promotional culinary gastronomic tourism are not
significant with overall p-value of 0.50025 and that is greater than the
significant value of 0.05. The study shows that the computed p-value of all
indicators was higher than the significant value hence the interpretation is not
significant and the decision is failed to reject the hypotheses. Where Food
Quality has the computed p-value of 0.43625 vs significant value of 0.05, the
Service Quality has the computed p-value of 0.4515 vs significant value of
0.05, the Ambiance has the computed p-value of 0. 521 vs significant value of
0.05, and Novelty has the computed p-value of 0.60025 vs significant value of
0.05.
3. Problems encountered by the respondents in the Performance of
selected General Merchandise Store in North Caloocan City.
The top challenges faced by respondents are the restaurants that does
not offer affordable packages and promos. While the least challenges faced by
respondents are foods that was not prepared well and hot that causes
employees to be demotivated and unsatisfied.
Conclusions
Based on the significant findings of the study, the researcher concluded the
following:
1. After performing a study on customer satisfaction towards promotional
culinary gastronomy tourism at a theme-house specialty restaurant, it
was observed that the majority of respondents learned about the
restaurant through various social media platforms. This was one of the
findings of the study. The majority of respondents had a favorable
impression of the restaurant, giving it high marks for overall satisfaction
as well as for the quality of its cuisine, service, atmosphere, and
uniqueness. When picking a restaurant, the cuisine was the element
that was most important to consider, followed by the presence of
Instagrammable aspects and recommendations from friends and family.
2. There was not a significant difference in the assessments of customer
satisfaction made by employees and respondents who were actual

customers. There was a substantial negative association between
employee respondents' happiness with the staff's friendliness and
customers' contentment with the same element. On the other hand,
there was a large positive link between service quality and the order
coming exactly on time. In terms of promotional culinary and
gastronomic tourism, respondents indicated a high level of interest in
learning about, experiencing, and comprehending different food
cultures, preparation methods, and cultural interactions.
3. According to the findings of the study, the theme-house restaurant
appears to have been effective in both the promotion of culinary
gastronomy tourism and in providing satisfaction to its patrons. In spite
of this, there is potential for development in terms of both the quality of
the service and the friendliness of the workers. In addition, further study
might explore the influence that different aspects of restaurants have on
the loyalty and continuation of patronage by customers.
Recommendations
Based on the significant findings and conclusions of the study, the following
recommendations are offered:
1. The findings of the research suggest that the theme-house restaurant
should focus on enhancing the quality of its cuisine and service

because these two elements are the most important factors for
consumers when selecting a restaurant. Improving the atmosphere and
adding novelty features that customers can share on social media can
also attract more customers, especially those who value the aesthetic
experience of dining out.
2. To expand its customer base, the restaurant should explore new ways
to promote its culinary and gastronomic tourism on various social media
platforms and other marketing channels. Additionally, the restaurant
should continue to seek feedback from its customers to identify and
address any concerns or issues that may arise.
3. The study recommends that the restaurant focus on improving the
quality of cuisine and service because these two attributes are the most
important factors for customers when selecting a restaurant. The
research also recommends that the restaurant enhance the atmosphere
and add novelty features that customers can share on social media to
attract more customers, particularly those who value the aesthetic
experience of dining out. Additionally, the study suggests that the
restaurant should continue to seek feedback from customers to identify
and address any concerns or issues that may arise.
4. Finally, the restaurant should consider offering wallet-friendly deals and
specials to attract more guests and improve the overall dining

experience. By implementing these suggestions, the theme-house
restaurant can potentially increase its popularity and attract a broader
range of customers.
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Suh, Y. H., & Lee, D. J. (2018). Factors influencing restaurant selection by

tourists visiting Seoul. Journal of Travel & Tourism Marketing, 35(6),
734-743.
Tussyadiah, I.P. and Pesonen, J. Wang, D., & Chen, J. S. (retrieved 2022).
Eating out frequency of single-person households in China. Journal of
China Tourism Research, 13(1), 60-74.
Yoon, Y., & Uysal, M. (retrieved 2022). An examination of the effects of

motivation and satisfaction on destination loyalty: A structural model.
Tourism Management, 26(1), 45-56.
Zhang, B., & Mao, Z. (2018). Exploring the influence of social media on
restaurant choice among Chinese consumers: A qualitative study of
Dianping. Journal of Hospitality Marketing & Management, 27(2), 168-
187.
Appendix A: PROFILE OF THE RESPONDENTS
PROFILE OF THE RESPONDENTS IN TERMS OF STATUS
Table 1. Respondent's Status
Cumulative
Frequency Percent Valid Percent
Percent
Customer 50 64.1 64.1 64.1
Valid Employee 28 35.9 35.9 100.0
Total 78 100.0 100.0
PROFILE OF THE RESPONDENTS IN TERMS OF AGE
Table 2. Age Group
Frequency Percen Valid Cumulative

t Percent Percent
21 - 35 years
41 52.6 52.6 52.6
old
36 - 50 years
4 5.1 5.1 57.7
old
Valid 51 years old

1 1.3 1.3 59.0
above
Below 21
32 41.0 41.0 100.0
years old
Total 78 100.0 100.0
PROFILE OF THE RESPONDENTS IN TERMS OF GENDER
Table 3. Sex
Frequency Percent Valid Percent Cumulative Percent
Female 54 69.2 69.2 69.2
Valid Male 24 30.8 30.8 100.0
Total 78 100.0 100.0
PROFILE OF THE RESPONDENTS IN TERMS OF MARITAL STATUS
Table 4. Marital Status

Percent
y Percent Percent
Vali Married 5 6.4 6.4 6.4

Single 72 92.3 92.3 98.7
d Widow/Widower 1 1.3 1.3 100.0
Total 78 100.0 100.0
PROFILE OF THE RESPONDENTS IN TERMS OF EDUCATION
Table 5. Educational Attainment

y t Percent Percent
College Graduate 4 5.1 5.1 5.1
College
54 69.2 69.2 74.4
Undergraduate
Valid High School

17 21.8 21.8 96.2
Graduate
High School Level 3 3.8 3.8 100.0
Total 78 100.0 100.0
PROFILE OF THE RESPONDENTS IN TERMS OF MONTHLY INCOME
Table 6. Monthly Income

Percent
y Percent Percent
Vali 10,000 below 52 66.7 66.7 66.7

d
11,000 -
15 19.2 19.2 85.9
20,000
21,000 - 8 10.3 10.3 96.2

30,000
31,000 -
3 3.8 3.8 100.0
40,000
Total 78 100.0 100.0
Appendix B: Permit to Conduct Study
Dear Ma'am/Sir,
A pleasant day!
In partial fulfillment of our requirements for Accounting Research

Methods, we are the candidates for the degree of Bachelor of Science in
Accounting Information System that are currently working on our research
study entitled, "Customer Satisfaction on Theme-House Specialty
Restaurant Attributes Towards a Promotional Culinary Gastronomic
Tourism".
Respectfully, we would like to bring this to your attention and request

permission to participate in this study as respondents. Please allow us a few
minutes of your time to complete the questionnaire, which will be pooled for
the thesis project and used purely for educational purposes. And the results of
this study will be kept strictly confidential and anonymous.
Thank you very much.
Very Truly Yours,
Hannah Mae A. Jurado Imaurene A. Niere Micah Ella C. Bungay
Nirvana P. Goles Rickylene A. Fernandez
Appendix C: SAMPLE SURVEY QUESTIONNAIRE
To the Respondents,
We, the Bachelor of Science in Accounting Information System (BSAIS)
students, will conduct a survey to determine customer satisfaction with the
attributes of a theme-house specialty restaurant in order to promote culinary
tourism. As part of our thesis, "Customer Satisfaction on a Theme-House
Specialty Restaurant Attributes Towards a Promotional Culinary Gastronomic
Tourism" we'd appreciate it if you could answer all of the questions below. Any
data collected in conjunction with this study that may be linked to you will be
kept private. Thank you for your cooperation and support.

Respectfully yours,
Imaurene A. Niere
Micah Ella C. Bungay
Nirvana P. Goles
Name: (Optional)
Part I. Profile of the Respondent
Instruction: Please put a check (√) mark to the corresponding answer.
1. Age Group
Below 21 years old 36-50 years old
21-35 years old 50 years old above
2. Sex
Female Male
3. Marital Status
Single Widow/Widower
Married Separated
4. Educational Attainment
High school Level College Level
Postgraduate
High school Graduate College Graduate
5. Monthly Income
10,000 below 21,000 – 30,000 41,000 and above
11,000 – 20,000 31,000 – 40,000
Part II. Assessment of the Customer Satisfaction on a Theme-House Specialty
Restaurant Attributes Towards a Promotional Culinary Gastronomic Tourism
Instruction: Please put a check (√) mark correspond your answer using the
Likert scale below.
Weight 4- Point Likert Scale Verbal Interpretation
Range Scale
1 1.0-1.49 Strongly Agree
2 1.50-2.49 Agree
3 2.50-3.49 Disagree
4 3.50-4.00 Strongly Disagree
FOOD QUALITY 1 2 3 4 5
The food was prepared well and arrived
hot.
The food was a good value for the price.
SERVICE QUALITY 1 2 3 4 5
The order arrived at exact time.
The staffs were friendly, accommodating,
and attentive.
The order was correct and complete.
The cutlery is clean before using.
AMBIANCE 1 2 3 4 5
The lighting and music are relaxing, and
enjoyable.
Food presented aesthetically.
The restaurant and the restrooms are
clean.
NOVELTY 1 2 3 4 5
The restaurant theme is interesting.
Staff members are taking safety
precautions to ensure your comfortability.

Part II.1. Assessment of the Customer Satisfaction on a Theme-House
Specialty Restaurant Attributes Towards a Promotional Culinary Gastronomic
Tourism
1. How did you find the ambiance in the restaurant?
[] 1-Very Satisfied
[] 2-Satisfied
[] 3-Neutral
[] 4-Unsatisfied
[] 5-Very unsatisfied
2. How likely is it that you will recommend our restaurant to a friend or
family member?
[] Not at all
[] Maybe
[] Neutral
[] Likely
[] Very likely
3. How did you discover the theme-house restaurant?
[] through social media platform of the restaurant
[] recommended by a friend/family member
[] news articles/features
[] advertisements
[] popular blogs
[] just walked-in
4. Which of the following factors would influence your decision the most
when choosing a restaurant: (many answers possible)
[] Instagrammable Features [] Previous experience
[] Food (cuisine) [] Influence by family/peers.
Part III. Put a check to the problem you encountered in theme-house
restaurants.
Food was not prepared well and

arrived.
There was a delay in food serving.
Does not offer affordable packages

and promos.
Staff is not that accommodating.

Appendix D: STATISTICAL TREATMENT
1. Food Quality
STATUS 1.1 1.2 1.3 1.4

CUSTOMER 1 1 2 1
CUSTOMER 1 2 2 1
CUSTOMER 2 2 1 1
CUSTOMER 1 1 1 2
CUSTOMER 2 1 1 1
CUSTOMER 2 2 2 2
CUSTOMER 3 1 2 2
CUSTOMER 1 1 1 2
CUSTOMER 1 1 1 2
CUSTOMER 2 2 2 4
CUSTOMER 1 2 2 1
CUSTOMER 2 2 1 2
CUSTOMER 1 1 1 4
CUSTOMER 1 1 1 4
CUSTOMER 1 1 1 2
CUSTOMER 1 2 2 1
CUSTOMER 2 1 2 2
CUSTOMER 2 2 1 1
CUSTOMER 1 3 3 1
CUSTOMER 2 4 4 2
CUSTOMER 1 1 1 1
CUSTOMER 1 1 2 2
CUSTOMER 2 2 2 1
CUSTOMER 1 1 1 1
CUSTOMER 4 4 4 3
CUSTOMER 3 4 4 2
CUSTOMER 2 2 2 2
CUSTOMER 2 1 2 2
CUSTOMER 2 1 1 2
CUSTOMER 1 1 1 1
CUSTOMER 1 1 2 2
CUSTOMER 2 2 2 1
CUSTOMER 1 2 2 2
CUSTOMER 1 1 1 1
CUSTOMER 1 1 2 1
CUSTOMER 2 3 2 2
CUSTOMER 2 2 2 1
CUSTOMER 2 2 1 1
CUSTOMER 1 2 2 2
CUSTOMER 2 2 2 1
CUSTOMER 2 2 1 1
CUSTOMER 2 2 2 2
CUSTOMER 1 1 1 1
CUSTOMER 2 1 2 1
CUSTOMER 1 1 2 2
CUSTOMER 2 1 1 1
CUSTOMER 2 2 2 2
CUSTOMER 1 1 1 1
CUSTOMER 1 1 1 2
CUSTOMER 2 2 2 2
MEAN 1.52 1.66 1.80 1.68
OWM 1.67
EMPLOYEE 2 2 2 2
EMPLOYEE 2 2 3 2
EMPLOYEE 4 2 2 3
EMPLOYEE 2 2 3 2
EMPLOYEE 1 1 2 1
EMPLOYEE 2 1 1 1
EMPLOYEE 1 1 2 2
EMPLOYEE 1 1 1 1
EMPLOYEE 2 2 2 2
EMPLOYEE 2 2 2 2
EMPLOYEE 2 1 1 2
EMPLOYEE 2 4 2 2
EMPLOYEE 2 2 1 2
EMPLOYEE 2 2 2 2
EMPLOYEE 1 1 1 1
EMPLOYEE 2 2 2 2
EMPLOYEE 2 2 2 2
EMPLOYEE 2 1 2 1
EMPLOYEE 2 2 1 2
EMPLOYEE 1 1 2 1
EMPLOYEE 2 1 1 1
EMPLOYEE 1 1 2 1
EMPLOYEE 1 1 1 1
EMPLOYEE 2 4 2 1
EMPLOYEE 1 1 2 1
EMPLOYEE 2 2 2 2
EMPLOYEE 2 2 2 2
MEAN 1.68 1.54 1.61 1.61

OWM 1.61
Pearson-r
EMPLOYEE CUSTOMER
MEAN VARIANCE SD MEAN VARIANCE SD
1.1 1.68 0.226 0.476 1.52 0.622 0.789
1.2 1.54 0.258 0.508 1.66 0.678 0.823
1.3 1.61 0.247 0.497 1.80 0.694 0.833
1.4 1.61 0.247 0.497 1.68 0.671 0.819
r = cov(x,y) / (sd(x) * sd(y))
Cov = ((1.1 - 1.68) * (1.52 - 1.66) + (1.54 - 1.68) * (1.66 - 1.68) + (1.61 - 1.68) *
(1.80 - 1.68) + (1.61 - 1.68) * (1.68 - 1.68)) / 4
Cov= -0.040
r = Cov / (SD(0.476=0.508+0.497+0.497)/4 *
SD(0.789+0.823+0.833+0.819)/4)
= -0.040 / (0.476 * 0.819)
Pearson Correlation= -0.103
2. Service Quality
STATUS 2.1 2.2 2.3 2.4

CUSTOMER 2 2 1 2
CUSTOMER 2 2 2 1
CUSTOMER 2 1 1 2
CUSTOMER 1 1 1 1
CUSTOMER 1 1 1 1
CUSTOMER 2 1 1 1
CUSTOMER 2 2 1 1
CUSTOMER 1 1 1 1
CUSTOMER 1 1 1 1
CUSTOMER 2 2 2 2
CUSTOMER 2 2 2 2
CUSTOMER 1 1 1 1
CUSTOMER 1 1 1 1
CUSTOMER 1 1 1 1
CUSTOMER 1 1 1 1
CUSTOMER 2 1 1 2
CUSTOMER 2 1 1 1
CUSTOMER 1 1 1 1
CUSTOMER 3 1 4 3
CUSTOMER 4 3 4 4
CUSTOMER 1 1 1 1
CUSTOMER 2 1 1 2
CUSTOMER 2 2 2 2
CUSTOMER 1 1 1 1
CUSTOMER 4 4 4 4
CUSTOMER 4 4 4 4
CUSTOMER 3 2 2 2
CUSTOMER 2 1 2 1
CUSTOMER 1 1 1 1
CUSTOMER 1 1 1 1
CUSTOMER 2 2 1 2
CUSTOMER 2 2 2 2
CUSTOMER 2 2 2 3
CUSTOMER 1 1 1 1
CUSTOMER 2 1 1 1
CUSTOMER 2 3 2 2
CUSTOMER 2 2 1 2
CUSTOMER 2 2 2 2
CUSTOMER 2 1 2 2
CUSTOMER 2 1 1 2
CUSTOMER 2 2 2 2
CUSTOMER 2 2 2 2
CUSTOMER 1 1 1 1
CUSTOMER 2 2 1 2
CUSTOMER 2 2 1 2
CUSTOMER 2 2 1 1
CUSTOMER 2 2 2 2
CUSTOMER 1 1 1 1
CUSTOMER 1 1 1 1
CUSTOMER 2 1 2 2
MEAN 1.86 1.52 1.44 1.66
OWM 1.62
EMPLOYEE 2 1 1 1
EMPLOYEE 3 2 1 2
EMPLOYEE 2 1 1 2
EMPLOYEE 1 1 1 2
EMPLOYEE 3 1 1 2
EMPLOYEE 1 1 1 1
EMPLOYEE 2 2 1 1
EMPLOYEE 2 1 1 1
EMPLOYEE 2 2 2 2
EMPLOYEE 1 2 1 1
EMPLOYEE 1 2 1 1
EMPLOYEE 2 1 2 1
EMPLOYEE 2 2 1 1
EMPLOYEE 1 2 1 2
EMPLOYEE 1 1 1 1
EMPLOYEE 2 2 2 2
EMPLOYEE 2 2 2 1
EMPLOYEE 1 1 1 1
EMPLOYEE 2 2 1 1
EMPLOYEE 1 1 1 1
EMPLOYEE 1 1 1 1
EMPLOYEE 2 2 1 1
EMPLOYEE 1 1 1 1
EMPLOYEE 1 1 1 1
EMPLOYEE 2 1 2 2
EMPLOYEE 2 2 2 2
EMPLOYEE 1 2 1 2
MEAN 1.54 1.54 1.32 1.50
OWM 1.48
Pearson-r
EMPLOYEE CUSTOMER
2.1 1.54 0.258 0.508 1.86 0.653 0.808
2.2 1.54 0.258 0.508 1.52 0.581 0.762
2.3 1.32 0.226 0.476 1.44 0.619 0.787
2.4 1.50 0.259 0.509 1.66 0.678 0.823
r = Cov(x,y) / (SD(x) * SD(y))
Cov = (1.54 - 1.54)(1.66 - 1.66) + (1.54 - 1.54)(1.52 - 1.66) + (1.32 - 1.54)(1.44

- 1.66) + (1.50 - 1.54)(1.66 - 1.66)
Cov= -0.074
r = -0.074 / (0.508 * 0.823)
3.Ambiance
STATUS 3.1 3.2 3.3 3.4

CUSTOMER 3 2 2 3
CUSTOMER 2 3 2 1
CUSTOMER 2 3 2 2
CUSTOMER 1 1 1 1
CUSTOMER 1 1 1 1
CUSTOMER 2 2 1 2
CUSTOMER 1 1 1 1
CUSTOMER 1 1 1 1
CUSTOMER 1 1 1 1
CUSTOMER 2 2 2 2
CUSTOMER 2 2 2 2
CUSTOMER 1 1 1 1
CUSTOMER 2 2 1 2
CUSTOMER 1 1 1 1
CUSTOMER 1 1 1 1
CUSTOMER 2 1 1 1
CUSTOMER 2 2 2 1
CUSTOMER 1 1 1 1
CUSTOMER 2 2 3 3
CUSTOMER 4 4 4 4
CUSTOMER 1 1 2 1
CUSTOMER 2 2 1 2
CUSTOMER 2 2 2 2
CUSTOMER 2 1 1 1
CUSTOMER 4 4 4 4
CUSTOMER 4 4 4 4
CUSTOMER 2 2 2 2
CUSTOMER 2 1 1 2
CUSTOMER 2 2 2 1
CUSTOMER 1 1 1 1
CUSTOMER 2 1 2 2
CUSTOMER 2 2 2 2
CUSTOMER 2 3 3 2
CUSTOMER 1 1 1 1
CUSTOMER 2 2 1 2
CUSTOMER 2 2 2 2
CUSTOMER 2 2 3 2
CUSTOMER 2 2 2 2
CUSTOMER 1 2 2 2
CUSTOMER 1 2 2 1
CUSTOMER 2 2 2 2
CUSTOMER 3 3 2 2
CUSTOMER 1 1 1 1
CUSTOMER 1 1 2 2
CUSTOMER 1 1 1 2
CUSTOMER 2 1 1 2
CUSTOMER 2 2 2 2
CUSTOMER 1 1 1 1
CUSTOMER 1 1 1 1
CUSTOMER 1 1 2 1
MEAN 1.80 1.74 1.68 1.72
OWM 1.74
EMPLOYEE 2 1 1 1
EMPLOYEE 2 2 3 3
EMPLOYEE 3 2 1 1
EMPLOYEE 1 2 2 2
EMPLOYEE 2 1 1 1
EMPLOYEE 1 1 1 1
EMPLOYEE 1 1 1 1
EMPLOYEE 2 1 1 2
EMPLOYEE 2 2 2 2
EMPLOYEE 2 3 2 2
EMPLOYEE 2 2 2 2
EMPLOYEE 1 2 2 1
EMPLOYEE 2 1 1 2
EMPLOYEE 2 1 2 2
EMPLOYEE 1 1 1 1
EMPLOYEE 2 2 2 2
EMPLOYEE 2 2 2 2
EMPLOYEE 1 2 1 2
EMPLOYEE 1 1 2 2
EMPLOYEE 2 2 1 1
EMPLOYEE 2 1 1 2
EMPLOYEE 2 1 1 2
EMPLOYEE 1 2 1 1
EMPLOYEE 1 2 2 1
EMPLOYEE 2 1 2 2
EMPLOYEE 2 2 2 1
EMPLOYEE 1 2 2 2
MEAN 1.57 1.64 1.61 1.64
OWM 1.62
Pearson-r
EMPLOYEE CUSTOMER
3.1 1.57 0.254 0.504 1.80 0.612 0.782
3.2 1.64 0.312 0.559 1.74 0.686 0.828
3.3 1.61 0.247 0.497 1.68 0.712 0.844

3.4 1.64 0.238 0.488 1.72 0.696 0.834
r = Cov(x,y) / (SD(x) * SD(y))
Cov= [(1.57 - 1.61) * (1.80 - 1.72)] + [(1.64 - 1.61) * (1.74 - 1.72)] + [(1.61 -
1.61) *(1.68 - 1.72)] + [(1.64 - 1.61) * (1.72 - 1.72)]
Cov= -0.010
r = -0.010 / (0.504 * 0.834)
Pearson Correlation = -0.024
4.Novelty
STATUS 4.1 4.2 4.3 4.4

CUSTOMER 3 2 2 2
CUSTOMER 2 1 2 1
CUSTOMER 2 3 1 1
CUSTOMER 1 1 1 1
CUSTOMER 1 1 1 1
CUSTOMER 2 2 1 1
CUSTOMER 1 1 1 1
CUSTOMER 1 1 1 1
CUSTOMER 1 1 1 1
CUSTOMER 2 2 2 2
CUSTOMER 3 2 2 2
CUSTOMER 1 1 1 1
CUSTOMER 2 2 2 1
CUSTOMER 1 1 1 1
CUSTOMER 1 1 1 1
CUSTOMER 2 1 2 2
CUSTOMER 1 2 1 1
CUSTOMER 1 2 1 1
CUSTOMER 2 2 2 2
CUSTOMER 4 4 4 4
CUSTOMER 1 1 1 1
CUSTOMER 2 2 1 1
CUSTOMER 2 2 2 2
CUSTOMER 2 2 1 1
CUSTOMER 4 4 4 4
CUSTOMER 4 4 4 4
CUSTOMER 2 2 2 2
CUSTOMER 2 1 1 2
CUSTOMER 2 2 1 1
CUSTOMER 1 1 1 1
CUSTOMER 2 2 2 2
CUSTOMER 2 2 2 2
CUSTOMER 1 2 2 2
CUSTOMER 1 1 1 1
CUSTOMER 2 2 1 1
CUSTOMER 2 2 2 2
CUSTOMER 2 2 1 1
CUSTOMER 2 2 2 2
CUSTOMER 2 1 2 2
CUSTOMER 2 1 2 2
CUSTOMER 2 2 2 2
CUSTOMER 3 2 2 2
CUSTOMER 1 1 1 1
CUSTOMER 1 1 1 2
CUSTOMER 1 2 1 2
CUSTOMER 1 2 2 1
CUSTOMER 2 2 2 2
CUSTOMER 1 1 1 1
CUSTOMER 1 1 1 1
CUSTOMER 1 1 2 2
MEAN 1.76 1.78 1.56 1.58
OWM 1.67
EMPLOYEE 1 2 1 1
EMPLOYEE 2 3 2 2
EMPLOYEE 2 2 2 2
EMPLOYEE 1 3 1 2
EMPLOYEE 1 1 1 1
EMPLOYEE 1 1 1 1
EMPLOYEE 1 1 1 1
EMPLOYEE 1 2 1 1
EMPLOYEE 1 2 1 2
EMPLOYEE 2 2 1 1
EMPLOYEE 1 3 2 1
EMPLOYEE 2 2 1 2
EMPLOYEE 2 2 1 1
EMPLOYEE 2 2 2 2
EMPLOYEE 1 1 2 1
EMPLOYEE 2 2 4 2
EMPLOYEE 2 2 2 2
EMPLOYEE 2 3 3 3
EMPLOYEE 2 1 1 2
EMPLOYEE 2 1 1 1
EMPLOYEE 2 1 2 1
EMPLOYEE 1 2 2 1
EMPLOYEE 1 1 1 1
EMPLOYEE 2 1 2 1
EMPLOYEE 2 1 2 2
EMPLOYEE 1 1 1 2
EMPLOYEE 1 2 1 2
MEAN 1.57 1.64 1.50 1.57
OWM 1.568
Pearson- r
EMPLOYEE CUSTOMER
Mean Variance Standard Mean Variance Standard

Deviation Deviation
4.1 1.57 0.254 0.504 1.76 0.676 0.822
4.2 1.64 0.386 0.621 1.78 0.665 0.815
4.3 1.50 0.333 0.577 1.56 0.619 0.787
4.4 1.57 0.328 0.573 1.58 0.616 0.785
r = cov(x,y) / (sd(x) * sd(y))
= [(1.57 - 1.57)(1.76 - 1.69) + (1.64 - 1.57)(1.78 - 1.69) + (1.50 - 1.57)(1.56 -

1.69) + (1.57 - 1.57)(1.58 - 1.69)] / 4
Cov= -0.007
r = cov(X,Y) / (SD[X] * SD[Y])
= -0.007 / (0.057 * 0.066)
Appendix E: GLOSSARY
Ambiance is everything from lighting and sound to décor and color, as
well as mood and, of course, cleanliness, is considered.
Business is the activity of making, selling goods or providing services
in exchange for money.
Cuisine refers to a manner of styling or preparing food.
Customer refers to a person who buys products and services from a
business.
Customer satisfaction is a metric that measures how satisfied
customers are with a business's products, services, and capabilities. It
involves surveys and ratings that can assist a business in determining how to
enhance or adjust its products and services.
Employee is someone who gets paid to work for a person or company.

Foodborne Illness is a disease caused by consuming foods that have
been contaminated with poisonous germs.
Food Indulgence is the satisfaction obtained by eating certain dishes.
Food Quality is the sum of all the features and attributes of a food item
that the client finds acceptable.
Gastronomic tourism is a sort of tourism based on visiting food
producers, food festivals, restaurants, and other special sites in order to
sample a unique type of food, and witness a dish being prepared.
Novelty is about offering innovative menus and culinary curiosities that
incorporate new items or techniques relevant to society and culture.
RFID or Radio-frequency Identification uses electromagnetic fields to
automatically identify and track tags attached to items.
Service Quality is an assessment of how effectively a provided service
complies to the client's expectations and relates to the service's capacity to
meet the needs of the customers.
Traceability is about tracking and recording product movement.

CURRICULUM VITAE
1078 Ph 3B Blk 1 Lot 49 Area A Brgy. 175
09617690150
[email protected]
Academic Excellence
 Academic Excellence Junior Philippine
Institute of Accountant, 2019 - Present
 Top Performing Students-Top 4, 2020 - 2021
Personal Details
Date of Birth: July 27, 2001
Age: 21
Place of Birth: Caloocan City
Sex: Female
Civil Status: Single

HANNAH MAE ACLAN JURADO
I hereby attest that the above information is true and correct.
Imaurene A. Niere
1040 Anonas St. Brgy. 178 Area D.
Camarin, Caloocan City
09169264802
[email protected]
Academic Excellence
 Junior Philippine Institute of Accountants (2019 – Present)
 Surpassing Constant Metamorphosis of Accountant: TIMESCAPE
Academic Conference North 2019 at U. E. Caloocan (November 21,
2019)
Personal Details
Date of Birth: August 6, 2001
Age: 21
Sex: Female

IMAURENE A. NIERE
Micah Ella C. Bungay
Phase 2 Package 2 Block 52 Lot 32
Bagong Silang, Caloocan City
09062753059
[email protected]
Academic Excellence
● With Honors (2018-2019)
● Junior Philippine Institute of Accountants (2019-Present)
Personal Details
Date of Birth: June 25, 2000
Age: 22
Sex: Female

MICAH ELLA C. BUNGAY
I hereby attest that the above information is true
and correct.
Nirvana P. Goles
Phase 7A Package 10 Block 22 Lot excess
09386671922
[email protected]
Academic Excellence
 Junior Philippine Institute of Accountant (2019-present)
 Royal Institute of Singapore, International Certificate I (2019-present)
 Top Performing Students-Top 5 (2020-2021)
Personal Details
Date of Birth: December 9, 1999
Age: 23
Sex: Female

NIRVANA P. GOLES
Phase 1 Package 3 Block 46 Lot 16
09304430531
[email protected]
Academic Excellence
 With Honors (2018-2019)
 Junior Philippine Institute of Accountants (2019-Present)
Personal Details
Date of Birth: May 2, 2001
Age: 22
Sex: Female

RICKYLENE A. FERNANDEZ

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UNIVERSITY OF CALOOCAN CITY

College of Business and Accountancy

CUSTOMER SATISFACTION ON THEME-HOUSE SPECIALTY RESTAURANT

ATTRIBUTES TOWARDS A PROMOTIONAL CULINARY GASTRONOMIC

Presented to the Faculty of the College of Business and Accountancy

University of Caloocan City

of the Requirements for the Degree of

Bachelor of Science in Accounting Information System

Hannah Mae A. Jurado

RECOMMENDATION FOR ORAL EXAMINATION

This thesis titled, CUSTOMER SATISFACTION ON THEME-HOUSE

SPECIALTY RESTAURANT ATTRIBUTES TOWARDS A PROMOTIONAL

CULINARY GASTRONOMIC TOURISM prepared and submitted by GROUP 6

of BSAIS 4D in partial fulfillment of the requirements for the degree of

BACHELOR OF SCIENCE IN ACCOUNTING INFORMATION SYSTEM, has

been examined and is hereby recommended for oral examination.

ZENITH C. CAMU, CPA, DPA, PhD, FRIAcc

This thesis titled, CUSTOMER SATISFACTION ON THEME-HOUSE

SPECIALTY RESTAURANT ATTRIBUTES TOWARDS A PROMOTIONAL

CULINARY GASTRONOMIC TOURISM prepared and submitted By Hannah

Rickylene A. Fernandez has been approved by panel with a grade of 1.00 on

April 21, 2023.

ALEXANDRO M. WAMINAL, CPA DEXTER N. MAGNO, MBA

Accepted and approved in partial fulfillment of the requirements for the

degree of Bachelor of Science in Accounting Information System.

DR. SHIRLEY V. SARAGCON Ed.D

Dean, College of Business and Accountancy

We wish to express our profound gratitude to everyone who helped to

following people in particular.

Mayor Dale Gonzalo “Along” Malapitan, Chairman of the Board of

Regents, for providing programs designed for professionals facing challenges,

new trends and changes in their respective expertise.

Congressman Oscar “Oca” Malapitan, for making University of

Caloocan City better and enormous support for its students.

Dr. Shirley Saragcon, Dean of the University of Caloocan City’s College

of Business and Accountancy, for her support.

Dr. Zenith Camu, Program coordinator of BSAIS, for her unfailing

encouragement, direction, and trust in graduating students, as well as her

unwavering support throughout their studies.

To Prof. Alexandro Waminal and Prof. Dexter Magno, Panel of

contents and substance of this study.

To employees and customers of Ilustrado, Barbara’s Heritage Restaurant,

response to all questions solicited in this study.

wisdom, knowledge, and understanding to complete this humble piece of work.

Hannah Mae A. Jurado

Micah Ella E. Bungay

Title : CUSTOMER SATISFACTION ON THEME-HOUSE

Researcher : Nirvana P. Goles

Degree : BACHELOR OF SCIENCE IN ACCOUNTING

Institution : UNIVERSITY OF CALOOCAN CITY

Adviser : DR. ZENITH C. CAMU

This study investigated customer satisfaction towards a theme-house

restaurant that promotes culinary gastronomy tourism. The research employed a

mixed-method research design that consisted of surveys and interviews to gather

explore customers' perceptions of the restaurant's attributes and to determine the

factors that influence their satisfaction.

impression of the establishment. Customers rated the quality of cuisine, service,

the quality of cuisine, followed by the presence of Instagrammable aspects and

recommendations from friends and family.

The research also compared the assessments of customer satisfaction