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CUSTOMERS PERCEPTIONS OF FLOATING RESTAURANT: THE CASE OF

ISDAAN FLOATING RESTAURANT OF CALAUAN, LAGUNA

An Undergraduate Thesis Proposal

Presented to the Faculty of the
College of International Tourism and Hospitality Management
Lyceum of the Philippines University Cavite

In Partial Fulfillment
of the Requirements of the Degree
Bachelor of Science in Cruise Line Operations in Hotel Services

ALIMAGNO, JERICO IAN O.

ARNESTO, ALDRIN G.
SALIBA, MARK GABRIEL R.
July 2014

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CHAPTER I
INTRODUCTION
Background of the Study
Eating away from home goes beyond just satisfying hunger and has become a
popular form of entertainment. People go out to eat, and they expect to derive pleasure
and satisfaction from it, especially whenever the food is presented in a charming place
(Warde & Martens as cited by Abdelhamied, 2011). Value, quality, variety and dining
environment are the criteria upon which the consumer bases his/her everyday dining
decisions. Abdelhamied (2011) differentiated between dining out and eating out and
stated that customers who dine out are looking for a whole meal experience, which
includes good food and beverage products, good service and good atmosphere, while
those who eat out are just seeking to satisfy their hunger regardless the environment of
the restaurants.
One of the types of restaurants that are said to provide a different experience to
customers who dine out is a floating restaurant. Floating restaurant is a vessel, which is
usually a type of steel barge, used as a restaurant on water. Sometimes retired ships
(commercial or warships) are given a second lease of life as floating restaurants. An
example of such a warship is HMS Belfast, which was converted to serve as a floating
restaurant on the River Thames in London.
Floating restaurants are a new phenomenon for dining out in the Philippines,
where customers can be provided not only with a meal but also an entertaining casual
dining experience with unrivalled views of the bodies of water. Floating restaurant is one
of the fastest growing sectors for dining out in the Philippines.

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The focus of this study will be the Isdaan Floating Restaurant of Calauan, Laguna.
From the name of the restaurant itself, Isdaan Calauan Laguna's specialties are sea foods
and mainly Filipino foods. This floating resto-fun park is not only a typical type of
restaurant but also a huge park where families and friends can bond and spend some
quality time.

Statement of the Problem

The primary aim of this study is to assess the customers perceptions of the Isdaan
Floating Restaurant of Calauan, Laguna with regards to service-related attributes, foodrelated attributes, and atmosphere-related attributes.
Specifically, this will seek answers to the following research problems:
1.

What is the profile of selected customers of the Isdaan Floating Restaurant of

2.

Calauan, Laguna in terms of:

1.1 Age,
1.2 Gender,
1.3 Occupation, and
1.4 Monthly family income?
What is the perception of selected customers on restaurant attributes of the
Isdaan Floating Restaurant of Calauan, Laguna as to:
2.1 Service-related attributes,
2.2 Food-related attributes, and
2.3 Atmosphere-related attributes?

3.
4.

What is the level of customers' satisfaction with Isdaan Floating Restaurant?

What is the repeat patronage intention of the customers of Isdaan Floating
Restaurant?

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Objectives of the Study
In general, this study will examine the customers perceptions of Isdaan Floating
Restaurant of Calauan, Laguna.
Specifically, this aims to:
1.

Describe the profile of the customers of Isdaan Floating Restaurant of

Calauan, Laguna in terms of age, gender, occupation and monthly family

2.

income;
Determine the perception of selected customers on restaurant attributes of the
Isdaan Floating Restaurant of Calauan, Laguna as to: service-related

3.

attributes, food-related attributes, and atmosphere-related attributes;

Assess the level of customers' satisfaction with Isdaan Floating Restaurant;

4.

and
Determine the repeat patronage intention of the customers of Isdaan Floating
Restaurant.

Significance of the Study

This study is significant in several respects:
CLHS students. This study would provide CLHS students with more insights on
customers satisfaction with restaurant attributes specifically in the operation of a floating
restaurant. Since floating restaurant is an under research area in the field of hospitality,
this study would provide CLHS students with more knowledge on what customers expect
from a floating restaurant.
Floating restaurant owners and managers. In terms of practice, this study will
provide information to owners and managers of floating restaurants in the Philippines
about the restaurant attributes that affect customers satisfaction with the restaurant. This

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information might help them decide the types of foods, services, facilities and
improvements that could be made based on the perspectives of their customers.
Future researchers. The results of this study have further implications for future
research. Researchers may use this study as a basis in developing future studies on
floating restaurants.
Conceptual Framework
The framework for this study is based on a Input-Process-Output model that
originated in systems thinking. Figure 1 shows the conceptual paradigm of the study.
The input variables include: the perception of the customers on restaurant
attributes of Isdaan Floating Restaurant as to service-related attributes, food-related
attributes, and atmosphere-related attributes; the level of satisfaction of the customers
with Isdaan Floating Restaurant; and the repeat patronage intention of the customers of
Isdaan Floating Restaurant.
The process includes: identification and sampling of the study participants,
conduct of surveys, statistical analysis of data and interpretation and discussion of results.
The final component of the IPO model is the output or the ultimate goal of this
study - the relationship between level of customers satisfaction with Isdaan Floating
Restaurant and customers repeat patronage intention.

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Figure 1. The Conceptual Paradigm
INPUTS

PROCESS

OUTPUT

Profile of Customers
The Relationship
of Isdaan
Identification
between
Floating
Level
Restaurant
and
of sampling
Customers
of Satisfaction
the study participants
with Isdaan Floating Res
Age
Gender
Conduct of surveys
Occupation
Monthly family income
Statistical analysis of data
Perception of the Customers on Restaurant Attributes
Interpretation
of Isdaan Floating
and discussion
Restaurant
of results
Service-related attributes
Food-related attributes
Atmosphere-related attributes
Level of Satisfaction of the Customers with Isdaan Floating Restaurant
Repeat Patronage Intention of the Customers of Isdaan Floating Restaurant

Scope and Limitations of the Study

The sampling frame consisted of customers of the Isdaan Floating Restaurant of
Calauan, Laguna only. A sample of 100 customers of Isdaan Floating Restaurant will
serve as the study participants. The participants should be at least 18 years of age since
they have some level of maturity to answer the questions provided in the questionnaire.

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The scope of the study will include the perception of selected customers on
restaurant attributes of the Isdaan Floating Restaurant, the level of customers satisfaction
with Isdaan Floating Restaurant, the repeat patronage intention of the customers of Isdaan
Floating Restaurant. A survey instrument will be used to gather information with the
target participants.

Definition of Terms
The following terms are defined operationally as they are used in this study:
Customer satisfaction is the participants fulfillment response or judgment from
the product or service attributes of Isdaan Floating Restaurant. It is an overall postpurchase evaluation of the participant whether the restaurant has performed relatively
well or poorly based on the restaurant attributes.
Floating restaurant refers to a vessel, usually a large steel barge, used as a
restaurant on water.
Repeat patronage intention is a post-dining behavioral intention or repeat visit
intention which is linked with satisfaction behavior in a restaurant setting.
Restaurant attributes refer to the different factors or features of the restaurant
that influence consumer satisfaction classified into service-related attributes, food-related
attributes, and atmosphere-related attributes.

CHAPTER II
LITERATURE REVIEW
This section of the study presents the review of related literature and studies
which the researchers examined and found significant to the present study. They are
reviewed to give a clear background for the problem under the study and also to provide
supporting to the objectives of this research work.

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Floating Restaurant
A floating restaurant is a vessel, which is usually a type of steel barge, used as a
restaurant on water. Sometimes retired ships (commercial or warships) are given a second
lease of life as floating restaurants. An example of such a warship is HMS Belfast, which
was converted to serve as a floating restaurant on the River Thames in London. Floating
restaurants are divided into two different types: fixed floating restaurants, where the
restaurants serve their customers in its fixed location and customers can come through
any time they want without advanced reservation. The other type is the Sailing Floating
Restaurants (SFRs). Sailing Floating Restaurants are slightly different from the fixed
version, for while SFRs serve three fixed meals (lunch, early dinner and late dinner) they
have specific sailing times and therefore, customers must be on board before the sailing
time (Abdelhamied, 2011).
The first floating restaurants appeared in the typhoon shelter shortly after World
War II. The longest established have been Sea Palace Floating Restaurant which was sold
and towed to either the Philippines or Australia some years ago (there are conflicting
sources on this issue) and the current two floating restaurants moored next to each other
in the harbor, Jumbo Floating Restaurant and Tai Pak Floating Restaurant which are now
under the same management and collectively known as Jumbo Kingdom. The current
restaurants do not actually "float" and are supported on concrete. Some sections of the
restaurants such as the kitchens are modular and are occasionally towed away for
maintenance in local shipyards (Hong Kong Extras website, n.d.).
The triple-deck Jumbo, elaborately decorated in the theme of a Chinese Imperial
Palace with pagodas and gold dragons is the largest floating restaurant in the world,

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seating over 2000 diners, and rather dwarfs its smaller neighbour to which it is linked by
walkways. The original Jumbo was burnt down before its opening in 1971 with a loss of
over 30 lives. It was rebuilt and finally opened in 1976 since when it has become worldfamous and attracted over 30 million visitors including many celebrities. Famous diners
include John Wayne, Tom Cruise, Chow Yun Fat, Gong Li and Queen Elizabeth II. It has
been featured in many movies including James Bond The Man With The Golden Gun
and Jackie Chans The Protector. Tai Pak, which can seat about 400 diners, dates back
to 1952 and has also has celebrity status having featured in several movies including
Love is a Many Splendored Thing in 1955 and The World of Suzie Wong in 1960.
Scenes for Steven Soderbergh's thriller "Contagion" due for release in 2011 and starring
Gwyneth Paltrow, Matt Damon, Jude Law and Kate Winslet were filmed on Tai Pak
during October 2010. Tai Pak has been visited by Hollywood stars including Yul Brynner,
Elizabeth Taylor and John Wayne. At night Jumbo Kingdom is spectacularly illuminated
(Hong Kong Extras website, n.d.).

Perception of Customers on Restaurant Attributes

Literature and studies that focused on floating restaurant are very limited
particularly on the perception of customers on restaurant attributes. The succeeding
discussion will focus on perceptions of customers on different restaurant attributes
grouped according to service-related attributes, food-related attributes and atmosphererelated attributes.
Service related attributes

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Service quality is one of the most critical factors influencing customer satisfaction
and future behaviors; service quality has been extensively researched within the service
marketing field. Service quality is often viewed from two perspectives: the customers
cognitive evaluation of the service provided and a multidimensional construct created by
an evaluation of attribute performance (Parasuraman, Zeithaml & Berry cited in
Abdelhamied, 2011).
In a service context, service quality can be defined as having two dimensions:
functional service quality and technical service quality. Functional service quality is
associated with the interactions between the customer and service provider and between
the customer and the processes through which the service is delivered. Technical service
quality refers to the quality of the service output (Clark & Wood mentioned in
Abdelhamied, 2011). In restaurant settings, functional service quality relates to the
employees performance, whereas technical service quality is associated with food
quality. Previous studies have identified that these two dimensions of quality perception
(service quality and food quality) have a positive relationship with customer satisfaction
(Caruana, Money & Berthon, 2000; Namkung & Jang, 2007).
Hundreds of research had shown a number of attributes that consumers consider
being important when selecting restaurants. Liang and Zhang (2009) studied the
relationship between service quality, price fairness and customer satisfaction in student
food service. Results have shown that the factors of highest impact are, in order, food
variety, price fairness and convenience. However, service quality is the most important
factor of overall customer satisfaction. However, interaction and environment are not
found to be significant.

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Food-related attributes
In a number of empirical studies, food quality has emerged as the most important
determinant of customer satisfaction (Namkung & Jang, 2007; Peri, 2006; Sulek &
Hensley, 2004). Namkung and Jang (2007) reported in Lim (2010) investigated into the
relative factors that constitute food quality as follows: presentation; health options; taste;
freshness; variety; and temperature.
According to Ng (2005) among all the possible determinants of customer
satisfaction in restaurants, studies have found that food quality is rated as the most
powerful predictor of customer intent to return. In studies of both fast food restaurants
and Chinese restaurants, food quality was ranked as one of the most important
determinants of a customers decision to return to a given restaurant.
Sulek and Hensley (2004) conducted a case study related to a full-service
restaurant. They discovered that of all the components in a full-service restaurant, food
quality is the most important. Although a customer evaluates multiple attributes when
determining food quality, he or she is really judging three general food characteristics namely safety, appeal, and dietary acceptability.\
Mattila (2001) considered food quality a key predictor of customer loyalty in
casual-dining restaurants. Namkung and Jang (2007) evaluated the relationships of
individual attributes that constitute food quality (e.g. food presentation, menu variety,
healthy options, taste, food freshness and temperature) with customer satisfaction and
behavioral intentions. The findings indicated that food presentation, taste and temperature

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were significantly related to customer satisfaction, whereas food presentation, taste and
healthy options were significant predictors of behavioral intention.

Atmosphere-related attributes
In service settings such as restaurants and hotels, the atmosphere in which the
service takes place may be crucial in determining the customers perception and
satisfaction with the service encounter.
Sulek and Hensley (2004) proved that atmosphere of the dining area was a
significant predictor of satisfaction in the overall dining experience. University dining
facilities have begun to emphasize dcor, music, and lighting as a selling point to
customers. This helps to create an expectation of the dining experience. Hence, it is
rational to believe that the customers perceptions of service quality and a restaurants
atmosphere may be influential in determining their return intentions.
Dube et al. as cited by Ng (2005) revealed that all of the elements such as
atmosphere, helpful server, attentive server, menu variety, waiting time, consistent food,
and tasty food, had a significant influence on diners intent to return to the restaurant.
Yoo (2012) conducted a cross cultural study on customer perceptions of restaurant
cleanliness The appearance of the restaurant interior was the fifth most important factor
for the Asian sample and the sixth most important factor for the Western sample. This
includes cleanliness of table cloths, windows and windowsills, floor and carpet and food
contact surface and open kitchen. Although this factor was found to be not statistically
significant overall, table cloths were found to be one item that was statistically

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significant. In this factor, except for the food contact surface, the Asian sample had higher
means in the other four restaurant interior items (Yoo, 2012).

Customers' Satisfaction with Restaurant Attributes

Growing competition in the restaurant industry and the increasing importance of
consumer patronage impose the need to provide better services and to satisfy consumers.
The topic of customer satisfaction has held a significant position in the marketing
literature for decades since satisfied customers can directly affect customer loyalty,
organizational profits, return patronage and word-of-mouth communications.
Collier and Bienstock (2006) stated that customer satisfaction results when
customers experience a specific service and compare it to what was expected. Kotler and
Kotler and Keller (2006) defined customer satisfaction as the post-purchase
evaluation of products or services given expectations before the purchase. These
conceptualizations imply that customer satisfaction is an overall judgment process of the
perceived discrepancy between prior expectation and actual consumption experiences.
Abdelhamied (2011) explored customers perceptions of the floating restaurants
sailing down Cairos Nile River in Egypt. He explored the relationships among food
quality attributes, service quality elements, atmosphere (and other aspects) and
customers satisfaction of floating restaurants; and also to investigate the relationship
among customers satisfaction, service quality and repeat patronage intention. The results
indicate that aspects such as parking spaces, healthy, and local dishes, along with
restroom cleanliness are pivotal attributes to create satisfied customers.

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Ryu and Han (2010), who examined that quality of food, which includes taste,
nutritional value, and visual appeal is a significant predictor of customer satisfaction in
the quick-casual dining sector.
The findings also support and share similar results to the study by Namkung and
Jang (2007) which conclude that food quality and satisfaction play an important role in
determining customer behavioral intentions toward restaurants. Their study reconfirms
that high quality food is a key component of running a successful family restaurant.
Haghighi et al. (2006) investigated the factors affecting customer loyalty in the
restaurant industry. The obtained results show that food quality, service quality, restaurant
environment, and perception of price fairness had a positive impact on customer
satisfaction, but the impact of restaurant location on customer satisfaction was not
confirmed. Also, the results show that food quality is the most important factor affecting
customer satisfaction and trust in Boof Chain Restaurants. It was revealed that restaurant
management should take into particular consideration the taste, appearance, and
presentation of food, food healthiness, and also try to increase food diversity in order to
cover various tastes of different customers.
Ng (2005) emphasized that appropriate portion size of food, taste, eye appeal of
the food, freshness of the food, nutritional content of the food and variety of menu
options are important in customer satisfaction and return intention in university dining
facilities. Yuksel and Yuksel (2002) found out that the availability of local dishes is
preferred by customers as part of their dining experiences.
In restaurant settings, service quality has been found to be important in
determining customer satisfaction and return intention as well.

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Yuksel and Yuksels (2002) study about tourist satisfaction with restaurant service
stated that service environment holds a central role in shaping the nature of customers
behavior, their reactions to places and their social interactions. Customers are likely to
spend their time and money in an establishment where the service environment prompts a
feeling of pleasure.
In the research of Abdullah and Rozario (2010) the variable quality of
place/ambience of restaurant is measured through customers perceived satisfaction with
comfort of the place, noise level, appearance, temperature, cleanliness and layout of
furniture in the cafeteria. Hensley and Sulek (2007) also agree that customer perceptions
may be influenced with proper lighting, temperature and comfortable furnishings.
Benhura et al. (2012) found out that the attendants of private food outlets at the
University of Zimbabwe to customers did not greet customers or smile to them. This may
look minor, but the implication is that the organization loses business to competitors.
Poor service quality increases customer dissatisfaction and the likelihood that customers
dine at a competitor and become an active companion in persuading others to go
elsewhere (Ryu et al., 2012).
In another study of Min and Min (2011), it was noted that waiting time, staff
attitude, food quality and variety significantly affect customer satisfaction. The canteen
may lose customers because there is no effective method for customers to share their
views on the service provided and the quality expected. The canteen staff needed to
appreciate that quality is measured against customers expectations.

Repeat Patronage Intention of Customers in a Restaurant

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Customers frequently develop an attitude about a provider based on their product
or service experiences. Oliver (1997) described this attitude as a fairly stable like or
dislike of the product or service. She indicated that this attitude is strongly related to the
customers intentions to repatronize the service or product and to use positive word-ofmouth endorsements. In this sense, Oliver (1997) defined behavioral intentions (i.e.,
repurchase and word-of-mouth intentions) as a stated likelihood to engage in a
behavior. It is true that repurchase intention is a critical part of such attitudinal or
behavioral constructs, it should not merely be characterized by a positive attitude toward
a provider, because customers often engage in repeat purchasing behaviors when there is
no psychological bond. Although the definitions of customer satisfaction vary in the
literature, researchers generally agree that an essential element underlying customer
satisfaction is an evaluation process (Back & Parks, 2003; Ladhari, Brun & Morales,
2008).
The overwhelming number of studies of customer satisfaction outcomes in the
food service industry indicates a positive relationship between customer satisfaction and
repurchase intention (Abdelhamied, 2011).
A recent study of Abdelhamied (2011) which investigates customer perceptions of
floating restaurants in Egypt and the key restaurant attributes affecting customer
satisfaction and repeat patronage intention provided evidence for the direct effect of
service quality and satisfaction on repatronage intention. Customer satisfaction emerged
as a stronger predictor of repatronage intentions in the restaurant setting.
Lim (2010) argues that while the quality of food and service is paramount, a
pleasing atmosphere may contribute to even a greater level of overall satisfaction of the

17
customer and his/her subsequent patronage. He stresses that environmental elements in
the restaurant have a huge impact on the emotional responses and behavior of customers.
These environmental elements include lighting, music, temperature, scent, smell and
furnishing.
Soderlund and Ohman (2005) assessed the role of intentions as a link between
satisfaction and repatronizing behavior in a restaurant setting, and found that customer
satisfaction is significantly related to two specific intention constructs: intentions as
expectations and intentions as wants.
In the study of customer expectation factors, Soriano (2002) found that after
quality of food, quality of service was ranked the second most important factor in
determining the customers decision to return to the restaurant. Then, the study of the
measurement of tourist satisfaction with restaurant service, a segment-based approach
indicated that there were different segments seeking different benefits (Yuksel & Yuksel,
2002). Yuksel and Yuksel (2002) found that service quality had the most significant effect
on dining satisfaction at the aggregate market level.
Kivela, Inbakaran, and Reece (2000) found that convenience is also a significant
issue in determining return intentions. Soriano (2002) mentioned that the importance of a
comfortable atmosphere will continue to increase with time. Therefore, the most
important thing is design and concept.

Synthesis
This chapter reviews studies and literatures of specific attributes of restaurants
that contribute to customer satisfaction and repeat patronage intentions. These

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characteristics are grouped according to service-related attributes, food-related attributes
and atmosphere-related attributes.
This study makes important contributions towards understanding the customers
perception, satisfaction and repeat patronage intention in a floating restaurant. Some
findings revealed that the most influential factor for consumers in restaurants was food
quality while other studies showed that dimensions of service quality and atmosphere of
the restaurant are very important for consumers.
This study will review previous studies and literatures with regards to attributes of
restaurants and food service operations that satisfy customers and influence their repeat
patronage intentions. It is the goal of the researchers to use the findings of these scholars
to lend support to the results of the current study.

CHAPTER III
METHODOLOGY

This chapter presents the research design, population, participants of the study,
instrumentation, validation of instrument, data gathering procedure and the methods of
analysis.

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Research Design
A descriptive- correlational research design utilizing quantitative method to
describe the perception, satisfaction and repeat patronage intention of customers of
Isdaan Floating Restaurant shall be used in this study. According to Shuttleworth (2008),
the purpose of descriptive-correlational research is to determine the relations among two
or more variables. Data are gathered from multiple variables and correlational statistical
techniques are then applied to the data. After the important variables have been identified,
the relations among those variables are investigated.

Sources of Data
The sampling frame consists of customers of the Isdaan Floating Restaurant of
Calauan, Laguna only. A total of 100 customers of Isdaan Floating Restaurant will serve
as the study participants. The participants should be at least 18 years of age since they
have the level of maturity to answer the questions provided in the questionnaire.
Convenience sampling technique will be employed in the selection of participants for this
study.

Participants of the Study

The participants of this study will be a convenience sample of 100 customers of
the Isdaan Floating Restaurant. The criteria for the selection of participants include: 1) a

20
person who dines at Isdaan Floating Restaurant during the time of survey, and 2) 18 years
old or older.

Data Gathering Procedure

Permission to conduct surveys will be obtained from the Research Adviser, Thesis
Coordinator and the Associate Dean of CITHM. After obtaining permission, surveys with
the respondents will be administered on August 2014.
Prior to the study initiation, approval will be gained from the management of
Isdaan Floating Restaurant after visiting the manager and explaining the purpose of the
study. Once approval is granted, the target customers will be approached to participate in
this research. A questionnaire will be used to gather data and examine customers
perceptions of the Isdaan Floating Restaurant.
The target customers will be surveyed after dining at the Isdaan Floating
Restaurant. The researchers will wait for the participants to complete the survey
instrument since there is a slim chance of retrieving the questionnaire after he/she has left
the place.

Research Instrumentation
The survey questionnaire prepared by the researchers will be used as main
gathering tool which consists of three parts: Part I Background Information, Part II
Perception on Restaurant Attributes, Part III Customers Satisfaction with Isdaan
Floating Restaurant, and Part IV Repeat Patronage Intention.
Validation of Instrument

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This instrument will be developed and validated using three sources; the relevant
literature review, the panel of experts from CITHM, and industry managers to check the
items for content validity, design, layout, wording, and measurement scales.
The researchers will ask the help of three faculty members of CITHM to validate
the questionnaire. The suggestions and comments of these experts will be considered in
the improvement of the questionnaire.

Data Analysis
The survey questionnaire is a quantitative type method (predefined questions and
formatted in standardized questionnaires) that provides access to quantitative
information. A 5-point Likert response will be used to measure objectively the
perceptions, satisfaction and repeat patronage intention of the participants with Isdaan
Floating Restaurant.
To interpret the perception of the participants with restaurant attributes of Isdaan
Floating Restaurant, the following scale parameters will be used:
5 Excellent
4 Above average
3 Average
2 Below Average
1 Poor
To interpret the satisfaction of the participants with attributes of Isdaan Floating
Restaurant, the following scale parameters will be used:
5 Very Satisfied

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4 Satisfied
3 Somewhat Satisfied / Dissatisfied
2 Dissatisfied
1 Very Dissatisfied
To determine the repeat patronage intention of the participants, the following
scale parameters will be used:
5 Strongly Agree
4 Agree
3 Somewhat Agree/Disagree
2 Disagree
1 Strongly Disagree

Statistical Treatment of Data

Descriptive statistical tools will be used in answering the objectives of the study.
Frequency counts, percentages and weighted mean scores will be computed to present the
present the perception, satisfaction and repeat patronage intention of the participants in
reference to the specific restaurant attributes of Isdaan Floating Restaurant.

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Study. Masters Thesis, Virginia Polytechnic Institute and State University,
Blacksburg, Virginia, USA.
Yuksel, A., & Yuksel, F. (2002). Measurement of tourist satisfaction with restaurant
services: a segment-based approach. Journal of Vacation Marketing, 9 (1), 52-68.

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Appendix A
SURVEY QUESTIONNAIRE

26
LYCEUM OF THE PHILIPPINES UNIVERSITY- CAVITE
College of International Tourism and Hospitality Management

Governors Drive, General Trias, Cavite

Dear Respondent,
We are fourth year college students of the Lyceum of the Philippines University Cavite taking up Bachelor of Science in Cruise Line Operations in Hotel Services. We are
currently conducting our thesis entitled Customers Perceptions of Floating Restaurant:
The Case of Isdaan Floating Restaurant of Calauan, Laguna.
In view of this, we are inviting you to participate in this study. We would be grateful
if you could spare some of your valuable time to fill in the questionnaire. The survey would take
approximately 10-15 minutes.
All information obtained from this study will be kept confidential.

Thank you very much for your cooperation and participation!

Sincerely,
The Researchers

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I. BACKGROUND INFORMATION
1. Name (optional): _______________________________
2. Age:
[ ] 20-30

[ ] 41-50

[ ] 31-40

[ ] 50 or older

3. Gender:
[ ] Male

[ ] Female

4. Occupation:
[ ] Student

[ ] Employed in the government

[ ] Retired

[ ] Privately employed

[ ] Self-employed/Business person
Others, specify _________________________
5. Monthly family income (in peso)
[ ] Php 10,000 or less

[ ] Php 25,001-30,000

[ ] Php 10,001-15,000

[ ] Php30,001-35,000

[ ] Php 15,001-20,000

[ ] Php35,001-40,000

[ ] Php 20,001-25,000

[ ] Php40,001 or higher

II. Perceptions of Customers on Restaurant Attributes

Please rate the different attributes of Isdaan Floating Restaurant using the rating
scale below:
Rating scale:
5 Excellent
4 Above average
3 Average
2 Below Average
1 Poor

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Service-related Attributes

5 4 3 2 1

29
1.
2.
3.
4.
5.

Attentive staff
Efficient service
Sympathetic handling of complaints
Staff appearance
Restaurant has personnel who seem well-trained, competent and
experienced
6. Dependable and consistent service
7. Restaurant has staff who are knowledgeable of the menu items
8. Parking convenience
Food-related attributes
9. Variety of menu items
10. Food freshness
11. Taste of food and portion
12. Variety of food items
13. Availability of healthy dishes
14. Availability of local dishes
15. Food temperature
16. Food presentation
Price and Value
17. Good value for the price
18. Appropriate portion size
19. Reasonable price items
Atmosphere-related attributes
20. Visually attractive dining area
21. Comfortable seating space and easy to move around in
22. Dining privacy
23. Cleanliness of the restaurant and public areas on board
24. Cleanliness of the restrooms
25. Appropriate restaurant temperature
26. Music and entertainment
27. Lighting and ventilation

III.

Satisfaction with Attributes of Isdaan Floating Restaurant

30

Please indicate your satisfaction with the different attributes of Isdaan Floating
Restaurant using the rating scale below:
5 Very Satisfied
4 Satisfied
3 Somewhat Satisfied / Dissatisfied
2 Dissatisfied
1 Very Dissatisfied
Satisfaction Items
1. How satisfied are you with the service-related attributes of Isdaan
Floating Restaurant?
2. How satisfied are you with the food-related attributes of Isdaan
Floating Restaurant?
3. How satisfied are you with the atmosphere-related attributes of
Isdaan Floating Restaurant?
4. What is the your satisfaction from the overall service you received
from Isdaan Floating Restaurant?

IV.

5 4 3 2 1

Repeat Patronage Intention of the Customers of Isdaan Floating Restaurant

Please indicate the extent of your agreement or disagreement on the following

statements using the rating scale below:
5 Very Satisfied
4 Satisfied
3 Somewhat Satisfied / Dissatisfied
2 Dissatisfied
1 Very Dissatisfied

5 4 3 2 1

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1. I will come again to this restaurant.
2. This floating restaurant will be my first choice when I decide to
dine out.
3. I will certainly recommend this floating restaurant to friends and
relatives.
4. I would pay a higher price than the other restaurants charge for
the dining experience I received from this floating restaurant.
5. I will certainly visit this floating restaurant in the near future.

APPENDIX B

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PROJECTED TIMETABLE
ACTIVITY
Title brainstorming
Preparation of thesis concept papers
Approval of thesis title
Preparation of thesis proposal
Thesis proposal defense
Revisions of thesis proposal
Instrument validation of experts
Survey with participants
Statistical analysis of data
Preparation of thesis manuscript
Final oral defense
Revisions of final manuscript
Binding and distribution of
approved manuscript
Target start date: June 2014
Target date of completion: November 2014

Jun

Jul

MONTH
Aug
Sep

Oct

Nov