Customer Satisfaction 15022023 2

ISSN 2348-3156 (Print)
International Journal of Social Science and Humanities Research ISSN 2348-3164 (online)
Vol. 11, Issue 1, pp: (113-128), Month: January - March 2023, Available at: www.researchpublish.com
CUSTOMER SATISFACTION WITH THE

SERVICE QUALITY OF SELECTED
DINING RESTAURANTS IN TAGAYTAY
CITY
1
Joung Hae Min R., 2Duenog Nerizza E., 3Mr. Mario Luis Jamoralin
DE LA SALLE UNIVERSITY – DASMARINAS
College of Tourism and Hospitality Management
DOI: https://doi.org/10.5281/zenodo.7643415
Published Date: 15-February-2023
Abstract: Restaurant industry is continuously growing not only locally but internationally. As Filipino people love
eating and travelling, restaurants located in different tourist spots became one of the trends today. For the owners
of restaurants, customer satisfaction on their quality of service is important. This research explored the customer
satisfaction on the service quality of the selected dining restaurants in the city of Tagaytay. The study used
quantitative research design and was conducted in five restaurants such as Claw Daddy's, Kenny Rogers, Leslies,
Mama Lou's and Mang Jose. There were 100 respondents in the study who were the guests of the restaurants (20
each) in which the researchers distributed questionnaire. The results of the study showed the customers have the
highest level of satisfaction on the service quality of the selected restaurants as all the dimensions of service quality
such as reliability, assurance, empathy, tangibles, and responsiveness got a weighted mean equivalent to the verbal
interpretation of “Excellent”. With regards to the significant difference in each demographic profile, this study
reveals that there is a significant difference on their perception on the service quality when grouped according to
gender in reliability, assurance, and empathy. In terms of age, there is significant difference on the customers’
satisfaction specifically in assurance and tangibles. On the other hand, this study also reveals that there is no
significant difference on the customer satisfaction to service quality when grouped according to their civil status,
occupation, and educational attainment.
Keywords: Service Quality, Restaurants, Customer Satisfaction, Tangible, Reliability, Responsiveness, Empathy,
Asssurance.
I. INTRODUCTION
Casual dining is very popular for families due to its price, appropriateness, and convenience. Customers usually enjoy dining
in a full-service restaurant with good atmosphere and quality of services. Food establishments with good tourist attractions
usually are the most visited establishments of the customers since they can enjoy the nice view and atmosphere while eating.
In general, the restaurant industry has been continuously growing in the international market. In the United States, restaurant
industry contributed to the revenue by the end of 2017 generating 799 billion dollars and generating job opportunities for
10% of the US workforce.
Americans are said to be spending 48% of their food budgets eating outside rather than cooking at home. In Europe,
hospitality industry also contributed to the generation of revenue and job opportunities for the people. Consistent growth in
restaurant industry took place from 2014 in European countries such as the United Kingdom, France, Netherland, and
Germany. On the other hand, in Asia, food service industry has been growing to a rate of almost 10% every year. Because
of the continuous changes and trends in the global market, there is a need for the owners of restaurants to adapt and innovate
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to survive and compete with other restaurants. Due to the relevance of existing review sites and the emergence of ordering
options online with the emergence of the idea of “conscious dining”, restaurateurs need to consider the preferences of the
diners. (Cravy, 2018)
Customers in restaurant industry also consider the quality of service being given by the casual dining restaurants aside from
the standards and quality of food products, Customers tend to recommend and suggest the restaurant if they are satisfied to
the quality of the product and services. (Adriatico, Afalla & Razalan, 2022) The evaluation of service quality is very
important on the part of restaurant owners for them to know how to improve and strengthen their capabilities and to boost
more profit. (Omar et al., 2016 as cited by (Adriatico, Afalla & Razalan, 2022).
Filipinos love to eat and travel. Therefore, restaurants located near a tourist spot is part of the trend nowadays. They love to
visit this kind of restaurants together with their families. To relax from tiring week, they tend to visit and dine during
weekends and during holidays. Eating together while enjoying the view may be very relaxing for them. Restaurants located
within Tagaytay might be perfect for those people who wanted to eat and enjoy good views since Tagaytay City is one of
the favorite places being visited by tourists.
There is a credible online community that has millions of restaurant reviews from all over the world, including locals from
every place and tourists and it is called TripAdvisor. Tagaytay is considered as a tourist spot because of several attractions
available in the area, nice views, and the weather itself. A place being a tourist spot means there is a need for restaurants
for tourist to dine in and since TripAdvisor is an online community with millions of reviews, casual dining restaurants in
Tagaytay City is not an exception. The main problems of casual dining restaurants are slow service due to lots of customers,
waiting time for food to be delivered in the tables is too long, not so friendly staff as whenever they serve the food, they are
not smiling and the way they hold and deliver the plates and other stuff looks like they don’t love what they’re doing, and
they don’t care for their customers. Sometimes, the food they are serving is already cold or it gets cold easily because of
the cold weather of Tagaytay. They lack staff / manpower to provide the kind of service that they promise and to attend to
the needs of every customer. There are also times that the parking space is not enough for customers to park their cars.
(TripAdvisor, n.d.)
This study aims to evaluate the quality of service being offered by selected casual dining restaurants located in Tagaytay
City as perceived by the customers. This study will help the management of the selected top casual dining restaurants in
Tagaytay area to be able to be recognized and compete with other restaurants by assessing the customer satisfaction. This
study will also help students that can be future restaurateurs to attain customer satisfaction in their own establishments. It
will also help the professors of the Hotel and Restaurant Management to teach their students on how to gain customer
satisfaction during their school activities.
II. LITERATURE REVIEW

A. DINING RESTAURANTS
In the Philippines, the relevance of casual dining restaurants is also being recognized. In line with this, the Department of
Tourism is committed to develop the local restaurants in different tourist spots. They emphasized the need to prioritize food
tourism in the country. Among the problems being faced by the local restaurants in the Philippines are limited promotions
of their products, the challenges that may result into ineffective delivery of quality ingredients and the lack of knowledge
in terms of basics Filipino cuisine. (Arnaldo, 2022)
Every organization or institution must prioritize customer satisfaction. Customer satisfaction is defined as “the measurement
that determines how happy customers are with a company’s products, services, and capabilities. Customer satisfaction
information, including surveys and ratings, can help a company determine how to best improve or changes its products and
services.” (ASQ, 2019)
B. SERVICE QUALITY
A study conducted by Tabuyo et al., (2018) assessed quality of service being given by selected restaurants accredit by
Department of Tourism in Tagaytay City. This study chose three restaurants that are often visited by the tourists such as
Josephine Restaurant, Concha’s Garden Café, and Memory Lane. The study used SERVQUAL to identify the gaps between
the expectation of the customers and the service quality being provided by the said restaurants through the five (5)
dimensions such as Reliability, Assurance, Tangibility, Empathy and Responsiveness. The study revealed that in terms of
Reliability, the overall evaluation of customers was interpreted as highly influential which suggests that the said restaurants
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have a very good operation in terms of accuracy of serving orders, operating hours, and the speed of serving orders. On the
other hand, with regards to the Assurance, it was assessed by asking the customers to rate the way how employees serve,
the way how the restaurant maintains safety and security and how they control risk. The overall results revealed that the
three restaurants provide risk control management and safety environment and make sure that employees are serving foods
in a proper way. The result was interpreted with a high result of Highly Influential. In terms of Tangibility, the result of the
data revealed that it is Highly Influential as the appearance of the employees wearing their uniform contributes to the
positive perception of the customers to the restaurants tangibility. Additionally, the presence of comfortable waiting lounges
also contributed to the positive feedback of the diners. With regards to the Empathy, the overall result revealed the
interpretation of Highly Influential. Employees welcome the customers in a friendly manner and with a smile while serving
them. Lastly, in terms of Responsiveness, it is interpreted as Highly Influential as well as the cleanliness of the area and
table is being maintained by the restaurants which leave good impression on their customers. In this study, expectation of
customers has a significant relationship with the service quality being offered by restaurants.
A study conducted by Dinero and Apritado (2021) assessed the service quality of restaurants located in Las Piñas City. This
study used the SERVQUAL model as a tool to determine the quality of restaurant services. This study used a modified
questionnaire from the studies of Nguyen et al. (2018) and Turker et al. (2018). In this study, five dimensions of
SERVQUAL were mentioned in the survey which contain different questions that correspond to each dimension. For the
tangibles, questions about the physical appearance of dining areas, building exteriors and parking area were asked. This
dimension also includes the cleanliness of the restrooms and other facilities and the space of chairs and tables for the
customers. This is supported by the study of Mason et al. (2016) stating that physical environment should be maintained
and improved always to keep up in the market. Additionally, the study of Dinero and Apritado (2021) mentioned that menu
or brochure should be well-designed, and the customers must easily read the content. For the reliability, this study asked
the respondents if the restaurants are error-free when it comes to their orders, whether the restaurants are quick in correcting
errors and provides services within the promised time. In the study of Kanyal et al. (2016) as cited by Tabuyo et al. (2019),
they mentioned that even if the staffs inside the kitchen are working hard to accomplish all orders, slow service can still be
present if the staffs who serve the customers are not enough. As stated in the study of Ong et al. (2022), if the services are
reliable, it will contribute to the customer satisfaction. For the responsiveness, the respondents were asked to rate speed and
quality of services during busy times and the restaurants’ commitment to prompt service. The study of Kanyal et al. (2016)
as cited by Tabuyo et al. (2019) stated that even if the staffs inside the kitchen are working hard to accomplish all orders,
slow service can still be present if the staffs who serve the customers are not enough. Additionally, the study of Ong et al.
(2022) provided that the three attributes such as responsiveness, reliability, and assurance, are all part of the training and
performance of the staffs. Assurance on the other hand focused on the ability of employees to answer questions of the
customers completely, provide comfortable feeling to the customers and the competence and experiences of the employees.
The study of Tabuyo et al. (2019) provided that employees need to be trained as it shows that the organization is committed
on their advancement and development. Staffs who have confidence can respond to the concerns and questions of the
customers. Lastly, empathy was also considered in the survey by asking the respondents to rate how the staffs provide
individual attention to its customers and anticipation to the needs and wants of the customers. This also includes if the staffs
are putting into their top priority the interests of their customers. This is supported by the study of Tabuyo et al. (2019) as
they stated that the eagerness of the employees to attend to the needs and wants of their customers are important in customer
satisfaction. Additionally, in the study of Ong et al. (2022), staffs’ understanding on the needs of their customers contributes
to the customer satisfaction.
C. CUSTOMER SATISFACTION
Customer satisfaction refers to the positive perception of the customers after consumption of the products and after availing
the services being offered by a business or establishment. (Khadka and Maharjan, 2017 as cited by Adriatico, Afalla &
Razalan, 2022) A study of customer satisfaction in Dining restaurants revealed that the way how the employees respond to
the needs of their customers, the appearance of the restaurant and the price of the food greatly contributed to the satisfaction
of the customers. Therefore, this study concluded that for the restaurants to be competitive, the management must put into
consideration how the staffs should attend to the needs of the customers, how the physical appearance of the restaurants can
be appealing and how they should set justified price for their products. (Adriatico, Afalla & Razalan, 2022)
A study conducted by Wang & Pang (2021) entitled Demographics and Customer Satisfaction concluded that the
demographic profile of customers has a significant effect on their satisfaction. People who attained higher education usually
have a wider choice and selection of restaurants and don’t usually care with the prices if they are enjoying the physical
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appearance and quality of the food. With regards to the age, their preferences vary. Gender also has a significant influence
on customer satisfaction as the preferences of individuals vary.
A study conducted by Liao (2011) as cited by Wang & Pang (2021) found out the relationship of demographic profile and
customer satisfaction on food and beverage consumption behavior. With regards to gender, female respondents tend to be
more satisfied with how the employees consider the needs of customers than male. In considering customers’ age, the study
reveals that the satisfaction of customers as to how the employees dress themselves is higher for those whose age is under
20 than those who belong to the age group 41-50. In education and occupation, the study reveals that there is a significant
difference on the level of customer satisfaction on the service quality of restaurants.
D. RELATED LAWS
One of the laws present in the Philippines which is concerned with the restaurant and food industry is Republic Act No.
10611 “Food Safety Act of 2013”. This law aims to manage the system of food safety for the purpose of protecting the
health of the consumers specifically from “food-borne and water-borne” diseases. This also lays down the responsibilities
of Food Business Owners such as ensuring the safety of their products and ensuring that the foods they produce are being
prepared according to the standards. It provides the responsibility of food business owners to have enough knowledge on
the situations wherein food can become “unsafe and injurious” to the consumers. This Act provided the guide on how to
determine whether the food is unsafe for the consumer. This includes the consideration of the “normal conditions of the use
of food by the consumer”, considering the “normal conditions maintained at each stage of production”, considering the
“health of plants and animals from where the food is derived”. The presence of this law is relevant for the consumers to feel
safe in availing the food products being served by the restaurants.
The Code on Sanitation of the Philippines or Presidential Decree 856 provides the sanitary requirements to be complied by
food establishments during their operation. They must obtain first the sanitary permit, health certificates and food handlers.
It also covers the preservation and quality of food, the use of food serving areas, structural specifications, sanitary facility
specifications, vermin control specifications, equipment and utensil specifications, dry storage for non-perishable foods,
refrigerated storage for perishable foods, and food servicing operations. This law is important in the service quality of the
restaurants as it lays down the specific requirements on the facilities and equipment which can be classified under the
Tangible dimension of SERVQUAL. It provides that equipment and utensils being used by the restaurants should be well
designed and installed for easy cleaning. This law specifically provided the proper washing of utensils and the need for the
sanitary facilities.
FIGURE 1. CONCEPTUAL FRAMEWORK
Figure 1 shows the conceptual framework applied in this study. The objective of this study is to determine the level of
customer satisfaction on the service quality of selected dining restaurants in Tagaytay City.
DEPENDENT
INDEPENDENT VARIABLE
VARIABLE Demographic Profile
of Respondents in
terms of gender, age,
civil status,
occupation,
SERVICE educational
QUALITY attainment,
residence, and
frequency of visit.
Respondents’
Satisfaction on
Quality of Service
FIGURE 1: CONCEPTUAL FRAMEWORK
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To achieve the objective of this study, researchers need to determine the dependent variables such as the demographic
profile of the respondents in terms of Age, Gender, Civil Status, Educational Attainment, Occupation, Residence and
Frequency of visit and satisfaction of respondents on the service quality of selected dining restaurants. The survey
questionnaire is based on the SERVQUAL model. According to Essays, UK (2018), the SERVQUAL model is a popular
model applied to quality measurements which researchers commonly used in industries such as hospitality and economy.
The SERVQUAL uses five dimensions which include tangibility, reliability, responsiveness, empathy and assurance and
which will be the basis of the researchers in constructing the survey questionnaire. This study will determine the level of
customer satisfaction on the service quality of selected dining restaurants in Tagaytay City so researchers can come up with
proposed strategies to improve their service quality.
This study aims to determine the level of customer satisfaction on the service quality of selected dining restaurants in
Tagaytay City. It will specifically answer the following questions:
1. What is the demographic profile of the respondents in terms of:
1.1 Gender
1.2 Age
1.3 Civil Status
1.4 Occupation
1.5 Educational Attainment
1.6 Residence
1.7 Frequency of Visit
2. What is the quality of service of the selected restaurants in terms of:
2.1 Reliability
2.2 Assurance
2.3 Tangibles
2.4 Empathy
2.5 Responsiveness
3. Is there any significant differences between the respondents’ level of satisfaction on the quality of service of selected
restaurants when the respondents are grouped according to the demographic profile?
4. Based on the findings, what are the recommendations for the restaurant owners to improve their service quality?
III. METHODOLOGY
This presents an outline of research methodology which will be applied in the study. The researchers present the research
design for the purpose of this study, the technique to determine the sample size, the instrument to be used and the
methodologies to be applied in analyzing the data.
The researchers used Quantitative research for the research method since the data of the proposed study will be interpreted
and analyzed numerically. Under the Quantitative research, Descriptive Method is used to describe the customer satisfaction
on the quality of service being offered by selected dining restaurants in Tagaytay City.
Tagaytay City is considered as a tourist spot because of the several attractions available in the area, nice sceneries, views,
and the weather itself. The researchers chose this area since aside from being one of the popular destinations by tourists, it
is in the province of Cavite which will be convenient for the researchers to conduct the study given the limited time and its
location.
The official website of Tagaytay City government listed almost one-fifty (150) restaurants located in the City. Out of these
150 restaurants listed, the researchers chose to conduct this study in five (5) selected restaurants. The researchers used the
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total population of Tagaytay City as posted by PhilAtlas to come up with the appropriate sample size. This study will
distribute the survey questionnaire to twenty (20) respondents in each restaurant.
The researcher used Slovin’s formula to come up with an appropriate sample size from the total population of Tagaytay
City. (Ellen, 2020) The Slovin’s formula is written as:
Where;
n = number of samples
N = total population (85, 330)
e = margin of error (0.10)
The respondents were the available customers in the restaurants. In each restaurant, twenty (20) diners from Tagaytay City
were asked to answer the survey questionnaire making it a total of one hundred (100) respondents. The customers were
given a survey questionnaire which consists of the service quality of the selected dining restaurants. Each customer provided
the number of visits in the said restaurant. The researchers chose respondents based on their availability and willingness to
participate in this study.
This study used Convenience sampling technique. It is a non-probability sampling method in which respondents are being
included in sample size since are the most convenient for the researchers as they can be easily accessed. These respondents
are those who are currently within the vicinity of the restaurant during the time of the conduct of the survey and most
importantly those who are willing to answer the survey questionnaire.
The researchers adapted and modified the instrument used by Dinero and Apritado (2021) in their study which is also guided
by the SERVQUAL model. The researchers conducted a pilot test to validate the reliability of this instrument. Researchers
of this current study adapted and modified this survey questionnaire. It was validated by the running statistician, Mr. Mr.
Jerome Buhay, their thesis adviser, and the panel. The survey questionnaire was used to determine the customer satisfaction
on the service quality of selected top casual dining restaurants in Tagaytay City.
The survey questionnaire used in this study is composed of four (4) parts. First part contains questions that will determine
the demographic profile of the respondents. This part would help the researchers to know the gender, age, civil status,
occupation, educational attainment, residence, and frequency of visit. Second part of the questionnaire is composed of
twenty -five (25) questions that would assess the service quality of Five Dining Restaurants in Tagaytay City based on the
perception of the customers. In this part of the survey, the respondents will evaluate the quality of service in five dimensions
using the Four-point Likert scale with the value of, excellent, very satisfactory, satisfactory, and poor. Third part contains
the five dimensions of SERVQUAL which will be evaluated by the respondents through Four-point Likert Scale.
Respondents may write their suggestions and comments for the improvement of restaurants’ services at the last part of the
survey form.
The researchers utilized online platform to distribute the survey questionnaires. Crowdsourcing was used by the researchers
since they used the internet services to gather data from a large and diverse population of respondents. The researchers
utilized social media platform to look for willing respondents. Respondents answered the questions by means of the Google
Form. They assured the guests and the owners of the restaurants that the information taken will only be for the purpose of
this study and the identity of respondents will be considered and treated with outmost confidentiality.
IV. FINDINGS
This presents the results of the data gathered by the researchers. This will answer the statement of the problem.
To answer the first statement of the problem, what is the demographic profile of the respondents in terms of (1) gender, (2)
age, (3) civil status, (4) occupation, (5) educational attainment, (6) residence and (7) frequency of visit, Tables 1-7 presents
the demographic profile of the respondents.
Table 1 presents the demographic profile of the respondents in terms of gender. Majority of the respondents are male with
the total of 53 (53%) while the total number of female respondents is 47 (47 %). Although, the difference is not that much,
it shows that women love to visit the selected restaurants more rather than men.
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Table 1: Frequencies of Gender

Levels Counts % of Total Cumulative %
Female 47 47% 47%
Male 53 53% 100%
This is supported by the study of Vespestad and Mehmetoglu (2020) as the study reveals that women are more motivated
in learning new cultures and places for mental relaxation.
Table 2, on the other hand presents the demographic profile of respondents in terms of age. Twenty-eight (28%) of the
respondents are at age 18-20 while 28 (28%) are 21-25 years old, 19 (19%) are 26-30 years old and 25 (25%) are 31 years
old and above. This shown that most of the respondents are in 18-20 and 21-25 years old who are considered as the youngest
age group among the respondents. This is maybe due to the reason that younger individuals tend to explore and relax more
as part of their nature.
Table 2: Frequencies of Age

18-20 years old 28 28.0 % 41.0 %
21-25 years old 28 28.0 % 43.0 %
26-30 years old 19 19.0 % 100.0 %
This is supported by Spence (2002) as cited by Kara and Mkwizu (2020) stating that the desire of an individual to participate
in leisure and tourist activities decreases as the individuals get older.
Table 3 presents the frequencies of respondents in terms of civil status. Forty-one (41%) of the respondents are married
while 57 (57%) are single and only 2 (2%) belong to other civil status. It means that majority of the respondents are single.
Possible that it is due to the reason that people who are not yet married enjoy visiting to destination areas more than married
people.
Table 3: Frequencies of Civil Status

Married 41 41.0 % 41.0 %
Others 2 2.0 % 43.0 %
Single 57 57.0 % 100.0 %
This is supported by the findings of the study of Fan et al. (2015) as cited by Kara and Mkwizu (2020) stating that single
people love to discover and learn new things rather than married people, so it is not surpring that in their study, single people
were highly motivated to travel. Tagaytay City is known for having a lot of tourist attractions so single people may love to
visit some restaurants there.
Table 4 on the other hand presents the demographic profile of the respondents in terms of occupation. Fifty-one (51%) of
the respondents are employed while 33 (33%) are unemployed and 16 (16%) are self-employed. It reveals that most of the
respondents are employed as monthly income may influence their decisions to visit restaurants and tourist attractions in
Tagaytay City.
Table 4: Frequencies of Occupation
Employed 51 51.0 % 51.0 %

Self -
16 16.0 % 67.0 %
Employed
Unemployed 33 33.0 % 100.0 %
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This is supported by Ibrahim and Cordes (1993) as cited by Kara and Mkwizu (2020) stating that people who have
disposable income may have more desire to participate in leisure and outdoor activities.
Table 5 presents the frequencies of respondents in terms of educational attainment. Forty-three (43%) of the respondents
have bachelor’s degree, 35 (35%) are in college level, 11 (11%) are high school graduate while 11 (11%) have master’s
degree. This study reveals that most of the respondents who visit the selected restaurants are college graduate. The possible
reason is that these individuals already have the knowledge on the tourist attraction and cultures that they may experience.
Table 5: Frequencies of Educational Attainment
Bachelor's Degree 43 43.0 % 43.0 %
College Level 35 35.0 % 78.0 %
High School Graduate 11 11.0 % 89.0 %
Master's Degree 11 11.0 % 100.0 %
This is supported by Machingambi & Mhlaga (2016) higher educational attainment increases the desire of individuals to
explore and experience more cultures and may also increase their desire to dine in and travel in different places with good
tourist attractions like Tagaytay City.
Table 6, on the other hand presents the demographic profile of respondents in terms of residence. Fifty-nine (59%) percent
of the respondents live in CALABARZON region, 36 (36%) are in National Capital Region, five (5%) live in another
region. This clearly shows that majority of the customers are living in the CALABARZON region which is composed of
the provinces located near in Tagaytay City. This is possible due to the reason that people from these provinces may find it
more convenient to visit restaurants in Tagaytay City as this is one of the tourist attractions located near to their residences.
Table 6: Frequencies of Residence

CALABARZON 59 59.0 % 59.0 %
NCR 36 36.0 % 95.0 %
Others 5 5.0 % 100.0 %
This is supported by Kah Lee & Lee (2016) as cited by Zue & Zhang (2020) by stating that the distance of destinations
from individuals’ residences may influence their desire to travel as it also involves fare expenses and longer travel time.
Table 7 presents the demographic profile of respondents in terms of the frequency of visit. Thirty-one (31%) of the
respondents visit the selected restaurants more than once a month, 63 of them (63%) visit once a month while only 6 visits
more than once a week. This study reveals that majority of the respondents visit the selected restaurants once a month. This
is maybe due to fact that majority of the respondents are already employed which make them busy and therefore have
limited time to travel and relax.
Table 7: Frequencies of visits

More than once a month 31 31.0 % 31.0 %
More than once a week 6 6.0 % 37.0 %
Once a month 63 63.0 % 100.0 %
This is supported by Ibrahim and Cordes (1993) as cited by Kara and Mkwizu (2020) stating that people who have more
free time may have more desire to participate in leisure and outdoor activities.
On the other hand, to answer the second statement of the problem, what is the quality of service of the selected restaurants
in terms of reliability, assurance, tangibles, empathy and responsiveness, the scale to be used for the interpretation of the
value of mean are as follows: 1-1.75= Poor, 1.76-2.50= Satisfactory, 2.51-3.25= Very Satisfactory & 3.26-4.00=Excellent.
Figures 8-12 present the verbal interpretation of each descriptor in every dimension of service quality.
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Table 8: Descriptors for Reliability
Descriptors Standard Deviation Mean Verbal interpretation Ranks

Provides service within the promised time 0.540 3.530 Excellent 1
Provides immediate action in in correcting Excellent 3
0.538 3.560
of wrong services
Provides accurate bill 0.510 3.730 Excellent 5
No error in serving orders 0.544 3.630 Excellent 4
Dependable and consistent 0.626 3.540 Excellent 2
MEAN RELIABILITY 0.438 3.598 Excellent
For the question if the restaurants provide service within the promised time, the value of the mean is 3.530. For the question
if the restaurants provide immediate action in correcting wrong services, the value of the mean is 3.560. On the other hand,
the value of the mean for the question if the restaurants provide accurate bill is 3.730. For the “no error in serving orders”,
the value of the mean is 3.630 and lastly, 3.540 is the mean value for “dependable and consistent” all of which can be
classified as excellent. The computed weighted mean for the reliability is 3.598 which can be interpreted as excellent.
It can be seen that the lowest descriptor in reliability is that the restaurants provide service within the promised time while
the one with the highest mean is that the restaurants provide accurate bill. With regards to the lowest descriptor, although it
has a verbal interpretation of excellent, possible reason why it has the lowest mean is because there are lots of
customers/diners who always dine or order at the restaurants and if will be problematic if there is not enough staffs or
employees to serve them within the promised time. It is supported by the study of Kanyal et al. (2016) stating that even if
the staffs inside the kitchen are working hard to accomplish all orders, slow service can still be present if the staffs who
serve the customers are not enough. For the highest ranked descriptor, it can be due to the reason that employees especially
those who prepare the bills see the importance of checking the orders and they were trained to be like that. This indicates a
strong ability of the staff in providing reliability correctness. As stated in the study of Ong et al. (2022), if the services are
reliable, it will contribute to the customer satisfaction.
Table 9: Descriptors for Assurance

Employees are capable to respond to the Excellent 4
customers’ questions correctly and 0.578 3.640
completely.
Staffs make the customers feel confident Excellent 2.5
0.601 3.610
and comfortable.
Customers feel safe. 0.590 3.660 Excellent 3
Employees are competent, well-trained, Excellent 1
0.609 3.550
and experienced.
The restaurant supports the employees. 0.584 3.610 Excellent 2.5
MEAN ASSURANCE 0.523 3.614 Excellent
For the assurance, the computed weighted mean is 3.614 with the interpretation of excellent. For the question if the
employees are capable to respond to the customers’ questions correctly and completely, the value of the mean is 3.640,
while 3.610 for the question if the staffs make customers feel confident and comfortable both can be interpreted as excellent.
With regards to the question if the customers feel safe, the value of the mean is 3.660 with the interpretation of excellent.
In terms of the question if the employees are competent, well-trained, and experienced, the value of the mean is 3.550 and
lastly 3.610 for the question if the restaurants support the employees both of which can interpreted as excellent.
It can be seen that the lowest descriptor in assurance is that employees are competent, well-trained and experienced while
the one with the highest mean is that the employees are capable to respond to the customers’ questions correctly and
completely. With regards to the lowest descriptor, although it has a verbal interpretation of excellent, possible reason why
it has the lowest mean is due to lack of trainings for employees or restaurants tend to hire inexperienced staffs. As supported
by the study of Tabuyo et al. (2019), employees need to be trained as it shows that the organization is committed on their
Page | 121
advancement and development. For the highest ranked descriptor, it can be due to the reason that the staffs may have
confidence on responding to the concerns and questions of the customers. This is supported by the study of Tabuyo et al.
(2019).
Table 10: Descriptors for Tangibles

Clean, properly maintained, and sanitized Excellent 2
0.517 3.660
restrooms
Visual appealing physical facilities, dining Excellent 3.5
0.490 3.680
areas, parking areas, and building exteriors
Employees are neat-appealing 0.548 3.680 Excellent 3.5
Menu is visually attractive 0.514 3.720 Excellent 4
Provides comfortable dining areas and spacing Excellent 1
0.624 3.570
relative to social distancing
MEAN TANGIBLES 0.445 3.662 Excellent
On the other hand, for the tangibles, the computed weighted mean is 3.662 which can be interpreted as excellent. The first
question if the restaurants have “clean, properly maintained, and sanitized restrooms” the value of the mean is 3.660 while
3.680 for the “visual appealing physical facilities, dining areas, parking areas, and building exteriors” both can be interpreted
as excellent. In terms of the question if the employees are neat-appealing, the value of the mean is 3.680 with interpretation
of excellent. With regards to the question if menu is visually attractive, the mean value is 3.720 and lastly for the question
if the restaurants provide comfortable dining areas and spacing relative to social distancing, the value of the mean is 3.570
both can be interpreted as excellent.
It can be seen that the lowest descriptor in the tangibles is the restaurants provide comfortable dining areas and spacing
relative to social distancing while the one with the highest mean is that the menu is visually attractive. With regards to the
lowest descriptor although it has a verbal interpretation of excellent, maybe the management doesn’t see the importance of
managing and improving the physical surroundings. This is supported by the study of Mason et al. (2016) by saying that
physical environment should be maintained and improved always to keep up in the market. For the highest ranked
descriptor, it can be due to the reason that the management knows how menu will affect customer satisfaction. According
to the study of Dinero and Apritado (2021), menu or brochure should be well-designed, and the customers must easily read
the content.
Table 11: Descriptors for Empathy

Give customers individual attention 0.577 3.530 Excellent 2
Employees have anticipation to the Excellent 1

0.595 3.510
customers’ needs and wants
Employees give customers special Excellent 3
0.609 3.550
feelings
Employees provide sympathy and Excellent 4
reassurance to customers’ needs and 0.573 3.570
wants
Employees make sure that the interests Excellent 5
0.597 3.630
of the customers are the top priority
MEAN EMPATHY 0.520 3.558 Excellent
Page | 122
For the empathy, the computed weighted mean is 3.558 with the interpretation of excellent. For the question if the selected
restaurants give customers individual attention, the value of the mean is 3.530 while 3.510 for “Employees have anticipation
to the customers’ needs and wants” both of which can be interpreted as excellent. With regards to the question if employees
give customers special feelings, the value of the mean is 3.550 with excellent as interpretation. In terms of the question if
the employees provide sympathy and reassurance to customers’ needs and wants, 3.570 is the mean value while 3.630 for
the question if the employees make sure that the interests of the customers are the top priority both can be interpreted as
excellent.
It can be seen that the lowest descriptor in the empathy is that the employees have anticipation to the customers’ needs and
wants while the one with the highest mean is employees make sure that the interests of the customers are the top priority.
With regards to the lowest descriptor although it has a verbal interpretation of excellent, the possible reason is that
employees are not that very much willing and not that attentive when it comes to responding to the needs and wants of their
customers. This is supported by the study of Tabuyo et al. (2019) as they stated that the eagerness of the employees to attend
to the needs and wants of their customers are important in customer satisfaction. For the highest ranked descriptor, it can
be due to the reason that staffs have shown understanding to the needs and feelings of customers. As stated in the study of
Ong et al. (2022), staffs’ understanding on the needs of their customers contribute to the customer satisfaction.
Table 12: Descriptors for Responsiveness
Provides speed in service during busy Excellent 2
0.550 3.600
times.
Employees give quality of service even Excellent 1
0.570 3.590
during busy times
Employees are committed to prompt Excellent 3
0.549 3.610
service
Employees provide extra effort when it Excellent 4
comes to responding to the requests of 0.508 3.620
the customers
All employees are responsive to the Excellent 5
0.562 3.630
concerns and requests of the customers.
MEAN RESPONSIVENESS 0.467 3.610 Excellent
On the other hand, for the responsiveness, the computed weighted mean is 3.610 which can be interpreted as excellent. For
the first question if the restaurants provide speed in service during busy times, the value of the mean is 3.600 while 3.590
for the question if employees give quality of service even during busy times both can be interpreted as excellent. In terms
of the question if the employees are committed to prompt service, the value of the mean is 3.610 with the interpretation of
excellent. With regards to the question if the employees provide extra effort when it comes to responding to the requests of
the customers, the mean value is 3.620 and lastly for the question if all employees are responsive to the concerns and
requests of the customers, the value of the mean is 3.630 both can be interpreted as excellent.
It can be seen that the lowest descriptor in the responsiveness is that the employees give quality of service even during busy
times while the one with the highest mean is all employees are responsive to the concerns and requests of the customers.
With regards to the lowest descriptor although it has a verbal interpretation of excellent, the possible reason is that the
employees are not enough that’s why they cannot provide quality of service in times when a lot of works await them. This
is supported by the study Kanyal et al. (2016) stating that even if the staffs inside the kitchen are working hard to accomplish
all orders, slow service can still be present if the staffs who serve the customers are not enough. For the highest ranked
descriptor, all employees are responsive to the concerns and requests of the customers, it can be due to the reason that the
management provides proper trainings for their staffs. As stated in the study of Ong et al. (2022), the three attributes such
as responsiveness, reliability and assurance, are all part of the training and performance of the staffs.
To present the significant differences between the respondents’ level of satisfaction on the quality of service of selected
restaurants when the respondents are grouped according to the demographic profile, figures 13-19 are shown. To determine
if there is a significant difference on the level of satisfaction when grouped according to the demographic profile, the p
value should be less than .05. If the p value is greater than .05, the interpretation is not significant.
Page | 123
Table 13: Gender and Quality of Service
χ² df p Interpretation
Mean Reliability 12.227 3 0.007 Significant

Mean Assurance 8.922 3 0.030 Significant
Mean Tangibles 6.415 3 0.093 NS
Mean Empathy 9.283 3 0.026 Significant
Mean Responsiveness 7.298 3 0.063 NS
In Table 13, it can be seen that there is a significant difference on the respondents’ satisfaction on service quality of selected
restaurants when grouped according to the gender in terms of reliability, assurance and empathy. On the other hand, with
regards to tangibles and responsiveness, there is no significant difference when grouped according to gender.
Table 14: Age and Quality Service
χ² df P Interpretation
Mean Reliability 5.551 2 0.062 NS

Mean Assurance 15.847 2 < .001 Significant
Mean Tangibles 12.350 2 0.002 Significant
Mean Empathy 5.690 2 0.058 NS
restaurants when grouped according to the age in terms of assurance and tangibles. On the other hand, with regards to
reliability, empathy and responsiveness, there is no significant difference when grouped according to the age.
Table 15: Civil Status and Quality Service

Mean Assurance 0.511 2 0.774 NS
In Table 15, it can be seen that there is no significant difference on the respondents’ satisfaction on service quality of
selected restaurants when grouped according to the civil status in terms of reliability, assurance, tangibles, empathy and
responsiveness since p value is greater than .05.
Table 16: Occupation and Quality Service

Page | 124
selected restaurants when grouped according to their occupation in terms of reliability, assurance, tangibles, empathy and
responsiveness since p value is greater than .05.
Table 17: Educational attainment and Quality Service

selected restaurants when grouped according to their educational attainment in terms of reliability, assurance, tangibles,
empathy and responsiveness since p value is greater than .05.
Table 18: Residence and Quality Service
Mean Reliability 8.261 2 0.016 Significant
Mean Tangibles 6.082 2 0.048 Significant
restaurants when grouped according to their residence in terms of reliability and tangibles. On the other hand, with regards
to assurance, empathy and responsiveness, there is no significant difference when grouped according to their residence.
Table 19: Frequency of visits and Quality Service

selected restaurants when grouped according to their frequency of visits in terms of reliability, assurance, tangibles, empathy
and responsiveness since p value is greater than .05.
Page | 125
Based on the findings of this study, the researchers recommend that for the reliability, since the findings is that the descriptor
with the lowest mean is the restaurants provide service within the promised time, the restaurants must hire more staffs
especially during the times when there are lots of customers who eat and dine in the restaurants.
For the assurance, the descriptor with the lowest mean is the employees are competent, well-trained, and experienced. The
researchers recommend that the managements of restaurants must provide more trainings for their staffs and employees to
be more competent in providing the services to the customers.
For the tangibles, the descriptor with the lowest mean is the restaurants provide comfortable dining areas and spacing
relative to social distancing. The researchers recommend that the management must focus more on maintaining and
improving the physical environment and surroundings of their restaurant as this also affect the customer satisfaction.
For the empathy, the descriptor with the lowest mean is the employees have anticipation to the customers’ needs and wants.
The researchers recommend that the management must provide incentives or motivations for employees to have the
eagerness to be attentive and anticipate the needs and wants of their customers.
For the responsiveness, the employees give quality of service even during busy times has the lowest mean. The researchers
recommend that the restaurants must hire additional staffs so they can make sure that quality of service can be provided to
everyone even during busy times.
Additionally, since all dimensions of services quality are being seen as “excellent” by the respondents, the restaurant owners
must continue improving their service quality to maintain customer satisfaction. They can also conduct surveys for their
customers to answer on how they are going to improve their service and must incentivize the customers for them not to
hesitate to answer the survey. Incentives can be in the form of free dessert or anything that would motivate them to
participate in the survey.
V. CONCLUSION
The study reveals that the respondents have the highest level of satisfaction on the service quality of Claw Daddy's, Kenny
Rogers, Leslies, Mama Lou's and Mang Jose in terms of reliability, assurance, tangibles, empathy, and responsiveness.
For the highest ranked descriptor in reliability, that is the restaurants provide accurate bills, it can be due to the reason that
employees especially those who prepare the bills see the importance of checking the orders and they were trained to be like
that. This indicates a strong ability of the staff in providing reliability correctness.
In terms of assurance, the highest ranked descriptor is the employees are capable to respond to the customers’ questions
correctly and completely. It can be due to the reason that the staffs may have confidence on responding to the concerns and
questions of the customers.
For the tangibles, the menu is visually attractive has the highest mean. It can be due to the reason that the management
knows how menu will affect customer satisfaction.
For the empathy, employees make sure that the interests of the customers are the top priority. It can be due to the reason
that staffs have shown understanding to the needs and feelings of customers.
And lastly for the responsiveness, all employees are responsive to the concerns and requests of the customers has the highest
mean. It can be due to the reason that the management provides proper trainings for their staffs.
On the other hand, when it comes to the significant differences of customers’ satisfaction on the service quality of selected
restaurants when grouped according to the demographic profile, the researchers concluded that there is a significant
difference on their perception on the service quality when grouped according to gender in reliability, assurance, and
empathy. In terms of age, there is significant difference on the customers’ satisfaction specifically in assurance and
tangibles.
This study also reveals that there is no significant difference on the customer satisfaction to service quality when grouped
according to their civil status, occupation and educational attainment. Lastly, in terms of their residence, there is a significant
difference on their satisfaction when it comes to reliability and tangibles.
Page | 126
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CUSTOMER SATISFACTION WITH THE

II. LITERATURE REVIEW

FIGURE 1: CONCEPTUAL FRAMEWORK

Table 1: Frequencies of Gender

Levels Counts % of Total Cumulative %

Levels Counts % of Total Cumulative %

Levels Counts % of Total Cumulative %

Employed 51 51.0 % 51.0 %

Table 6: Frequencies of Residence

Levels Counts % of Total Cumulative %

Levels Counts % of Total Cumulative %

Table 8: Descriptors for Reliability

Descriptors Standard Deviation Mean Verbal interpretation Ranks

Descriptors Standard Deviation Mean Verbal interpretation Ranks

Descriptors Standard Deviation Mean Verbal interpretation Ranks

Table 11: Descriptors for Empathy

Descriptors Standard Deviation Mean Verbal interpretation Ranks

Employees have anticipation to the Excellent 1

Table 13: Gender and Quality of Service

Mean Reliability 12.227 3 0.007 Significant

Mean Reliability 5.551 2 0.062 NS

Mean Reliability 0.937 2 0.626 NS

Mean Reliability 1.918 3 0.590 NS

Mean Reliability 0.581 2 0.748 NS

Mean Assurance 0.303 2 0.860 NS

Mean Empathy 1.991 2 0.370 NS

Mean Responsiveness 0.336 2 0.845 NS

Mean Reliability 8.261 2 0.016 Significant

Mean Assurance 5.839 2 0.054 NS

Mean Tangibles 6.082 2 0.048 Significant

Mean Empathy 5.096 2 0.078 NS

Mean Responsiveness 1.236 2 0.539 NS

Mean Reliability 0.171 2 0.948 NS

Mean Assurance 0.045 2 0.995 NS

Mean Empathy 1.085 2 0.985 NS

Mean Responsiveness 0.372 2 0.824 NS

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