CUSTOMER SATISFACTION IN A RESTAURANT

_______________________________

A Thesis Presented to the

ETEEAP

University of Cebu – Main Campus

Cebu City, Philippines

_______________________________

In Partial Fulfillment

of the requirements for the degree

of Bachelor of Science in Business Administration major in

Marketing Management (ETEEAP)

__________________________________

By

Jefourson Belia

2016
 APPROVAL SHEET

This Thesis study entitled CUSTOMER SATISFACTION IN A

RESTAURANT prepared and submitted in partial fulfillment of the requirements

for the degree, Bachelor of Science in Business Administration major in

Marketing, is hereby accepted and recommended for Presentation and Oral

Examination.

ANNA TRAZONA, MAN

Adviser
ACCEPTED as partial fulfillment of the requirements for the degree of

Bachelor of Science in Business Administration major in Marketing.

Ma. Rosalina A. Besario, CPA, MBA

Dean, College of Business Administration

APPROVED by the tribunal at the Oral Examination with the grade of________

GWEN BELARMINO, MAN

Director
 ACKNOWLEDGEMENTS

The researcher would like to extend their heartfelt gratitude to the

following individuals who in one way or another contributed and extended their

valuable assistance in the preparation and completion of this study.

To Ms. Anna Trazona, the researcher’s adviser for sharing her time and

expertise;

Ms. Gwen A. Belarmino ETEEAP Director and Research Instructor, for

constantly giving her insights and valuable suggestions that strengthened and

enriched this research work;

Dr. Jonathan O. Etcuban Campus Research Director, for his scholarly

assistance;

The management of Shakey’s SM Cebu, for allowing the researcher to conduct

the study. All the respondents, for their patience and cooperation in sparing a

part of their time in answering the questioners;

The researcher’s family, relatives, friends and wife for the unqualified

support, the encouragement and fervent prayers; and all those who, in one way

or another helped in making this study a reality, Most of all, to the Heavenly

Father for giving high hopes for being the source of strength and for all the

guidance and graces.

JEFOURSON O. BELIA
 TABLE OF CONTENTS

CHAPTER PAGE

I THE PROBLEM AND ITS SCOPE

INTRODUCTION 1

Rationale of the Study 2

Theoretical Background 3

THE PROBLEM

Statement of the Problem 10

SIGNIFICANCEOF THE STUDY 12

METHODOLOGY 14

Research Flow 14

Environment 16

Research Respondents 18

Research Instrumentation 18

Data gathering Procedure 20

Data Analysis 20

Statistical Treatment of Data 21

DEFINITITION OF TERMS 22

II PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA 23

Research of Respondents 23

III SUMMARY, FINDINGS, CONCLUSION AND 36

RECOMMENDATIONS
REFERENCES 46

APPENDICES 48

CURRICULUM VITAE 51
 LIST OF FIGURES

Figures Page

1 Disconfirmation Paradigm 4

2 Research Flow 14

3 Location Map 17
 LIST OF TABLES

Tables Page

1 Research Respondents 23

2 SM Cebu Branch 25

3 Ayala Center Branch 28

4 F. Cabahug Branch 30

5 IT Park Lahug Branch 32

6 Summary Data on Customer Satisfaction 34

7 Performance Target 41
 CHAPTER 1

THE PROBLEM AND ITS SCOPE

INTRODUCTION

Rationale of the Study

There is only one boss in the business and that is customer; they are

considered the lifeblood of any organizations. Now a day’s customer is now in

the driver’s seat, meeting and exceeding their expectations is targeted to their

demands. They are better informed and even know about the strengths and

weaknesses of your products and services as technology has made it easier for

them. With global markets it is major challenge for organizations to attract and

retain customers because more companies are competing for the same

customer. The customer service satisfaction function continues to be a critical

element in the success and future of all business. (International Family Food

Service Incorporated)

In the United States, customer satisfaction is a driving force that impacts

the financial outlook of individual firms and the health of the U.S. economy at

large. It examines the implications of new customer satisfaction benchmarks for

major companies in the services sector, including popular fast food, fast casual,

and restaurant chains that serve customer market (American Customer

Satisfaction Index 2015).

 2

The satisfaction rating in Philippines last June 2011 stood a 71.8 percent the

survey round; the NSO’s civil registry service at this period received almost the

same level of satisfaction rating of 72.1 percent from its clients in the same

period last year. Competing in today’s service-based economy means having a

ferocious focus on continuous performance improvement to meet and exceed

escalating customer expectations (PSA Customer Satisfaction Survey, 2011).

While in Cebu City ranking the LGUs based on the results of Customer

Satisfaction Index, The City of Bogo in Cebu (Region VII) had the highest

satisfaction score with a score of 9.73 while the municipality of Pamplona in

Cagayan (Region II) with a perfect score of 10 (National Consumer Council

2014)

Based on foregoing, this study aimed to identify the degree of customer

satisfaction and its impact to business to a variable depth. The researcher is in

the pursuit of determining which area of customer satisfaction such as to product

quality, service and hospitality, and cleanliness is needed to be enhanced.

Furthermore, this study identifies and explores major aspects of the

customer experience clues. These clues include functional product or services,

physical environment, employee behaviors and interactions.

 3

Theoretical Background

This study is based on the concept of Festinger’s (1957) Dissonance

Theory. Dissonance theory posits that consumers make some kind of cognitive

comparison between expectations about the product and the perceived product

performance.

The above theory was supported by Eddie (2000) the existence of

dissonance being psychologically uncomfortable will motivate the person to try to

reduce the dissonance and achieve consonance. So, if a dieter consumed a

fattening meal, he would likely be in a state of dissonance. Assuming that he

stays committed to the diet, the theory would predict that he will reduce

dissonance by adding consonant cognitions, the diet will improve my appearance

subtracting dissonant cognitions like fattening foods are not very tasty increasing

the importance of consonant cognitions my health is the most important thing in

life or decreasing the importance of dissonant cognitions sensory pleasures are

not very important.

Ahuvia (2005) suggests that is view is consistent with metaphors that

describe identity as a performance in which consumers employ consumed goods

to enact personalized versions of cultural scripts (Murray 2002).

Based on Dunning (2007) that the consumers’ needs, and preferences

actually form a dynamic network which strives to reduce any tension among its

elements for the instance, if consumer wants to buy an expensive luxury item but

may cause the value placed on frugality to become less salient and the belief that
he is worth the splurge to become more salient. Therefore, identity is fluid and

adaptive to the situation or life stage in which the consumer finds himself.

Lee (2013) also stated that consumer behavior changing and attitude

alternative, such as emotional, wisdom of purchase and concern over deal. As

cognition perceived inconsistent, the emotional reaction arise following by

purchasing decision making. Related research has proved that cognitive

dissonance would affect the process of consumer’s purchasing decision, and

further had direct effect on consumer attitude, intention to repurchase and

purchasing satisfaction.

Saul (2014) mentioned, that produces a feeling of discomfort leading to an

alteration in one of the attitudes, beliefs or behaviors to reduce the discomfort

and restore balance, when people smoke (behavior) and they know that smoking

causes cancer (cognition).

 While the disconfirmation of beliefs paradigm, as suggested in the

satisfaction/dissatisfaction literature by Oliver (1980) was used as the conceptual

framework for examining the determinants of consumer satisfaction and

decisions to contribute to nonprofit organizations. The level of expectations of

product performance may be seen as an adaption level (i.e., one perceives

stimuli only in relation to an adapted standard). Oliver (1980b) cited literature

suggesting that expectations create a frame of reference for comparative

judgments. Most researchers agree that expectations are a factor in post

purchase evaluation, but disagreement exists regarding the measures of the

antecedents of satisfaction and satisfaction itself (Oliver & Linda 1981).

Figure 1. Disconfirmation Paradigm

On the other hand, customer assesses the quality of a service by

comparing what he received from what he expected (Berry et al., 1990). For

instance, when a customer goes in a restaurant, he expects to be welcomed,

served and treated properly. When all of these expectations are met, satisfaction
occurs. Conversely, failure to meet one may result in dissatisfaction with the

service. Research shows untreated failure leads to dissatisfied customers and

this leads to either customer switching or staying with the service provider

(Keaveney, 1995).

Likewise Atkinson (1988) also found out that cleanliness, security, value

for money and courtesy of staff determine customer satisfaction. As well as

Knutson (1988) revealed that room cleanliness and comfort, convenience of

location, prompt service, safety and security, and friendliness of employees are

important. A study conducted by Akan (1995) claimed that the vital factors are

the behavior of employees, cleanliness and timeliness.

Also, Choi and Chu (2001) concluded that staff quality, room qualities, and

value are the top three hotel factors that determine travellers’ satisfaction.

Today’s customers are always aiming to get maximum satisfaction from the

products or services that they buy. Winning in today’s marketplace entails the

need to build customer relationship means delivering superior value over

competitors to the target customers (Kotler et al., 2002) Customer satisfaction is

defined as the individual’s perception of the performance of the products or

services in relation to his or her expectations. In a nutshell, customer satisfaction

could the pleasure obtained from consuming an offer (Schiffman & Karun 2004).

They held that, when perceived or experienced service is less than the expected

service; it implies less than satisfactory service quality; and when perceived
service is more than expected service, the obvious inference is that service

quality is more than satisfactory (Jain et al., 2004)

In addition, some studies (Bei & Chiao, 2001; Anderson et al., 1994) have

found that the price paid for a product or service plays an important in influencing

customers' satisfaction and loyalty to a company. Anderson et al. (1994)

"...customer satisfaction is dependent on value, where value can be viewed as

the ratio of perceived quality relative to price or benefits received relative to costs

incurred". Jiang and Rosenbloom (2005) postulated that customers' perception of

price has a positive impact on satisfaction and behavioral intentions.

According to Yieh et al. (2007), customer may use price as an extrinsic

signal of service quality by a company, for example, where quality is difficult to

assess. This is especially true for automotive service where most customers lack

technical knowledge to judge the service.

Salvador et al., (2006) stressed that the concept of price should be

expanded to include the actual cost of the service and other associated costs.

They suggested that price has two dimensions: the objective price paid monetary

and the cost of obtaining the service how adequate the fees for the labor

performed by the customer and in comparison with the cost of other services.

Zeithaml (1988) provided a precise classification of price component into

objective price, monetary price and sacrifice. Salvador et al., (2006) suggested

that price should include value, benefit and cost, and that customer received

value when the benefit from a product or service is more than the cost .
 The importance of customer satisfaction is always vital in the business

process, thus, satisfying their wants and needs are very crucial. It has been

proven that an organization that consistently satisfies its customers enjoy higher

retention levels and greater profitability due to increase customer loyalty (Wicks

& Roethlein, 2009).

To get these loyal customers, companies must create relationship with the

customers by providing excellent service to them. Increasing number of business

are growing with competitors today, each company wants to be the customer’s

choice. It has been observed that customer service is the only way a business

can differentiate itself from its competitors. As a customer, businesses earn a

long-term support because they exceed the expectations. They treat one with

respect, they make him feel that he are the most important part of the business,

they go the extra mile to win ones loyalty and, in return, he keep going back to

them (Tasmanian Government).

Since customer service satisfaction is the main concern of business

sectors of today by providing quality excellent service, it should always a priority

of knowing about the customers on what relates to their satisfaction. Especially

this concerns the most unpredictable stakeholder in the business environment

the customer, who remains the main character that keeps the business in

operation and because satisfaction varies and changes among individuals, there

is a need for continuous study for them. Although there are other such as price,
product quality, etc. other than service quality that determine customer

satisfaction (Wilson et al., 2008).

Customer satisfaction and loyalty are inextricability linked to the quality of

customer service and, ultimately, to the company’s profitability. Organizations

must be totally committed to delivering consistently high standards of service t

gain and retain customer loyalty. Everyone from the top to down management

must be tuned into what the customer wants. Creating a customer service culture

within a company can help build success (Rick Suttle Demand Media).

Employees must be well-versed into the customer service culture of its

employers and provide comprehensive training programs that make them expert

in their field. Emphasize in the provision of excellent customer service

satisfaction is the cornerstone of the business and providing them with

experience and encouragement, and let them feel empowered to lead the

customer, not be led. It is not only should actively train the customer service

reps, you should hire top talent in the beginning , this way we know their quality

of education and training is second to none right out of the gate(Adrianne

Belliger).

It is believed that great word of mouth starts at the staff and then among

all of them. People tend to treat others the way they are treated. If the owner or

management treat the staff with kindness and understanding, they will have loyal

employees, which is the first big step to a great word of mouth. An ongoing
program to train and educate staff is a must, recognizing and rewarding service

excellence, building a team of motivated, empowered staff is the key creating

loyal customers. This is the primary tool in becoming professional customer

service personnel, beforehand in equipping them in dealing with your customers.

In relating customer satisfaction and service quality have certain things in

common, but satisfaction generally is a broader concept, whereas service quality

focuses specifically on dimensions of service (Wilson et al., 2008). Measuring

customer satisfaction could be very difficult at times because it is an attempt to

measure human feelings. It was for this reason that some existing researcher

presented that the simplest way to know how customers feel, and what they want

is to ask them this applied to the informal measures (Levy, 2009).

Customers who are satisfied with a company's offering may tell others

about it - positive word-of-mouth, just as dissatisfied customer also bad mouth

the company to other. Suggested that dissatisfied customers tell on average ten

people about the company as against 5 people by satisfied customer. He also

asserted that it cost five times to attract a new customer than to maintain a

current customer. Therefore, it is imperative for service businesses to satisfied

customer on a consisted basis. Those who buy the goods or services provided

by companies are customers. In other words, a customer is a stakeholder of an

organization who provides payment in exchange for the offer provided to him by

the organization with the aim of fulfilling a need and to maximize satisfaction.
Sometimes the term customer and consumer are confusing. A customer can be a

consumer, but a consumer may not necessarily be a customer. Goodman (2009)

Indeed businesses, believe that suggestive selling can create a

negative mood and is bad for the customer experience. However, when used

as part of an overall positive customer experience, it can not only increase

sales, but it can also increase customer satisfaction (MysteryCustomer)

A thorough understanding of how businesses gain and maintain long-term

relationships with clients is critical in today’s environment. This study develops a

scale for salesperson listening behavior and investigates the impact of

customers’ perceptions of salespeople’s listening behavior on trust, satisfaction,

and anticipation of future interaction (Academy of Marketing Science)

10

Statement of the Problem

 This study determined the extent of Customer Satisfaction in restaurant

chain in Cebu City. The findings of the study served as the basis for the action

plan.

Specifically, it sought to answer the following questions:

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

1.1 age;

1.2 gender;

1.3 civil status;

1.4 educational background;

1.5 reason for visiting the restaurant;

1.6 number of visit in a month; and

1.7 usual products bought in the restaurant; and

1.8 do you own a membership card?

2. What is the degree of satisfaction of the customers in a restaurant as

to:

2.1 Product;

2.2 Quality Service and Hospitality;

2.3 Store Cleanliness and Ambiance; and

2.4 Value for Money:

11

3. Based on the findings, what action plan will be proposed?

Statement of Null Hypothesis

The following was tested at the 0.05 level of significance.

There is no significant relationship between the customer respondents

and the degree of total satisfaction.

12

Significance of the Study

This study is beneficial to the following sectors:

Management

This study will assist the management in identifying the weak points of the

degree of customer satisfaction of its staff, thus, giving the management the idea

in formulating new policies and programs that are beneficial to the company, to

its employees, and to their customer.

Respondents/Guests

This study is beneficial to the respondents since this will give them the

confidence in expressing their needs, views, and sentiments to the management

in relation to their dining experiences in Shakey’s Pizza. It will, as well, boost

their optimism and morale knowing that they are of importance to the company

and are being taken care of.

Researcher

This study will give the researcher the chance to build self-confidence and

human relations. The study will serve as a stepping-stone for the researcher to

explore and meet different kinds of personalities. This will expose his to

experience an actual research work and learn how and differentiate the

Customer Satisfaction being practiced by the company. The knowledge that he

acquires will help in his preparation for practical application as he welcomes to

the world of employment and business management.

13
Future Researchers This study would serve as an additional reference and

gives some relevant insights as supplement and guide in their future researcher.

14
METHODOLOGY

This study used the descriptive-survey method. The main tool of data

collection is the guests comment card provided by the company. The design of

the study involves the gathering of basic information about the subject, the

formulation of the research instrument used, distribution and retrieval of the

comment card then analysis and interpretation of the data gathered.

Research Flow

The research flow presents the steps undertaken by the researcher in

conducting the study.

The input shows what the researchers want to find out in the study. It
deals with the respondents’ profile and evaluation of the degree of customer
satisfaction in Shakey’s Pizza. The profile includes age, gender, educational
background, reasons for visiting the restaurant, number of visits in a month,
usual product bought, owning a membership card, as well as the respondents’
assessment of the degree of customer satisfaction of Shakey’s Pizza.

The process shows the methods and procedures used by the researcher

in the study. The descriptive-survey method was used with a guest comment

card that serves as the main tool in the collection of the data. It was then

retrieved, tabulated, analyzed, and interpreted.

The output of the study is the action plan.

15
 INPUT PROCESS OUTPUT

 Profile of the  Descriptive

respondents survey using
questionnaires

 Processing of  Action Plan

data

 Degree of
customer
satisfaction  Analysis and
interpretation
of data

Figure 2.Research flow

16
Environment

Shakey’s Pizza Parlor started in United States in 1954 by Sherwood

Jhonson, in time Shakey’s Philippines came about as locally franchise by Leo

Prieto. In the idea of the of the easiest way to promote San Miguel’s new product,

draft beer. Until the first Shakey’s parlor along Makati Avenue in 1975, soon

after, more Shakey’s parlors opened in 1976. To aggressively increase the

number, sales, and profits through Shakey’s franchise system, today, Shakey’s

has grown over 100 restaurants nationwide.

Shakey’s franchise in Cebu City, Mr. Danny Tan, started his first store in

April 10, 1979. It was a live band and was catering chicken, spaghetti, pizza and

beer. Later, they moved to Fuente Osmena, then to Colon, and the rest was goes

history.

The study was conducted in the company premises itself with their

respective branches. Shakey’s Sm City Cebu branch located in upper ground

floor SM City Cebu, North Reclamation Area, Cebu City, Philippines.

 17

SM

Figure 3. Location map

 18

Research Respondents

There were 60 respondents of this study are the dining guests’ of

Shakey’s Pizza Restaurant with their corresponding store branches in Cebu City,

Philippines.

Table 1
Respondents

Branches Respondents

SM City Cebu 60
N

Research Instrumentation

The comment card was used as the main instrument of data collection. It

has (5) five parts that contains details pertaining to the profile of the respondents

which was validated by the Research Consultant and Statistician.

The survey queries regarding the degree of customer satisfaction service

standards of Shakey’s Pizza Restaurant in the following areas: Product Quality,

Service and Hospitality, Store Cleanliness and Ambiance and Value for Money.

Each question corresponds to a 4-point scale, each representing a qualitative

scale which is evaluation in nature. The numeric scales their qualitative are

assigned the following meanings;

 19

.4 - (HS) Highly Satisfied is astonishingly great, consistently exceed

guests’ expectations in all cases without a need of improvement.

3 - (S) Satisfied is what people hope for; it is something special and

regarded as highly appropriate in many cases.

2 - (LS) Less Satisfied it is below average, it is nothing special and

less appropriate.

1 - (NS) Not Satisfied it violates minimum expectations and so

disappointing

For the purpose of data collection, a comment card was distributed. The

data were then tailed, tabulated, and interpreted. The results served as the basis

for conclusions and recommendations.

 20

Data Gathering Procedure

The main instrument used in the collection of data in this study was the

guests’ comment card. Each question conceptualizes the related variables that

need to be measured in the process of the study. The comment card were given

to the guest upon finished the meal. Respondents themselves read and

answered the comment card provided.

Data Analysis

After the comment cards were retrieved, they were segregated

accordingly as to those accomplished by the respondents. The responses were

then tallied and tabulated. Weights assigned to the qualitative scales are

illustrated below.

Numeric Weights assigned to Qualitative Scales

Numeric Weight Scale

3.25-4.00 - (HS) Highly Satisfied

2.50-3.24 - (S) Satisfied

1.75-2.49 - (LS) Less Satisfied

1.00-1.74 - (NS) Not Satisfied

 21

Statistical Treatment of Data

a. The tabulated data were analyzed and evaluated using the simple

percentage formula as follows:

P = f/n x 100

Where:

P = Percentage

f = Frequency

n = Total no. of respondents

100= Constant Multiplier

b. The second method used was the weight mean, using the formula:

∑ (fx)
WM =____
N
Where:

W M = Weight Mean

∑ = Summation

f = No. Of respondents on each scale

X = Weight assigned to each scale

N = Total No. of respondents

 22

DEFINITION OF TERMS

The following terms are operationally defined as follows:

Customer Satisfaction. The terms refers to providing product and

services that meets customer satisfactions.

 23

CHAPTER 2

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter presents analysis and interprets the data collected in the

study. They were gathered from the response of 60 guests’ of Shakey’s Pizza

Restaurant. The data were presented through the use of narratives and tables to

emphasize the statistical trends that the data revealed.

Research of Respondents

This study considers the profile of the respondents as essential

information in understanding the quantitative data which may serve as guide in

drawing out its underlying implications.

Table 1
Profile

Frequency Percentage
Gender

Male 27 45.41
Female 33 54.58

Age
15 - 26 31 50.83
27 - 38 17 29.16
39 - 50 7 11.66
51 - 62 5 8.33

Civil Status
Single 39 65.00
Married 19 31.66
Divorced 1 1.66
Widow 1 1.66
 24

Educational Background

High school level 2 3.33

High school graduate 3 5.00
College level 20 33.33
College graduate 28 46.66
Post graduate 7 11.66

Reasons for visiting the restaurant

Birthday occasion 2 3.33

Meeting or conferences 10 16.66
Family bonding or reunion 15 25.00
Snack or meal 33 55.00

Number of visits in a month

Almost every day 7 11.66

Once a Month 25 41.66
Very seldom 18 33.33
Just now 10 16.66

Usual product bought in restaurant

Pizza 26 43.91
Chicken 15 25.00
Mojos 11 18.33
Combos 5 8.33
Family deals 3 5.00

Do you own membership card or super card?

Yes 26 43.33
No 34 56.66

______________________________________________________________________

From the data above, it can be implied that majority of respondents are

females, young adults, single and college graduates. The researcher found out

that the reasons for visiting the store was to have snacks or meal and pizza was

the product commonly bought. It also shows that 45 percent of guests own a

membership card and continuously coming back to the restaurant.

25
 Table 2
SM Cebu Branch
_____________________________________________________________________
_ Indicator Mean Interpretation ___

A. Product

1. Presentation of product is enticing, 3.63 Highly Satisfied

mouthwatering, freshly cooked,
well arranged, cleaned, proper plating
and garnished.

2. Taste is at excellent level, food and drinks 3.49 Highly Satisfied

are freshly made delicious, within desired
serving temperature.

3. Serving Size is loaded, enough to satisfy 3.30 Highly Satisfied

for a craving stomach and generously
smothered with premium ingredients.
______________________________________________________________________
Overall Mean 3.47 Highly Satisfied _

The table represents that the guests were highly satisfied

in presentation, taste and serving size of the product with overall mean of

3.47 Indicated as Highly Satisfied.

26
B. Service and Hospitality

1. Staff leads guest to table, seats guest 3.56 Highly Satisfied

comfortably, offers clean presentable
menu, alert posture, eye contact, friendly
and courteous, make table visit or simply
make feel guest important, staff anticipates
needs for a call of service immediately.

2. Prompt service, items serving sequence 3.61 Highly Satisfied

observed within the promised minutes from
time ordered, in case of delay of service
and any inconvenience manager attend to
guest and act with urgency.
______________________________________________________________________
Overall Mean 3.58 Highly Satisfied _

The table shows the service and hospitality of SM branch, with a result

of 3.58 average the guests agree that staff were friendly and courteous and a

prompt service were Highly Satisfied.

27
 C. Store Cleanliness and Ambiance

1. Exterior and interior surroundings area are 3.38 Highly Satisfied

clean and well maintained and free from
litter, tables and chairs proper spacing
set up with sanitized and available
condiments, stable not wobbly in good
condition, walls, ceilings, floorings are clean,
no foul smell, and free from dust.

2. Clean restroom and well maintained, lavatory 3.19 Satisfied

is clean no smudges on mirrors, toilet and
urinal in good working condition, washed area
adequately stocked with tissue paper and
soap and free from offensive odor and litter.

3. Appealing ambiance, furniture not fading, 3.18 Satisfied

digital wall clock functional, merchandising
cabinet lighted and no eyesore.

4. Decors are clean, music is audible or 3.18 Satisfied

modulated, wifi is on, TV is on playing
with Shakey’s Television Commercial,
cartoons or sports and no unnecessary
noise from the store.
______________________________________________________________________
Overall Mean 3.23 Satisfied _

The aforementioned areas of store cleanliness and ambiance were

assessed as Satisfied which need a little bit improvement is some areas as

present in table.
D. Value for Money

1. Reasonably priced, affordable and definitely 3.56 Highly Satisfied

turn back the money.

2. Wide array of menu items, drinks, appetizers, 3.36 Highly Satisfied

main course, desserts, snack pack,
wholesome combos and great meal or
family deals.
______________________________________________________________________
Overall Mean 3.46 Highly Satisfied _

As presented in table, value for money was assessed as Highly Satisfied,

respondents pay the product with a high quality variety of foods and beverages.

28

34
 Table 6
Summary Data on Customer Satisfaction

Customer Satisfaction Sm City Cebu

Dimension

Product 3.47
Quality

Service and 3.58

Hospitality

Store Cleanliness 3.24

and Ambiance

Value for 3.46

Money

Grand Mean 3.43

In Table 6 it was noticeable that all areas of Customer Satisfaction were

weighted as Highly Satisfied. Through that it connects with Herzbergz’s of two-

factor theory to describe customer satisfaction. The two factors are hygiene

elements and satisfiers. The hygiene elements are those attributes that

customers expect to be part of the

product or service. The absence of these elements generally results in customer

dissatisfaction. One key point is that the presence of hygiene elements generally
does not contribute to customer satisfaction. One example of a hygiene element

would be a clean restroom at the movie theater. Consistently maintaining a clean

restroom may not contribute much to customer satisfaction. In general, a

company must ensure that the hygiene elements consistently meet customer

expectations. These elements are necessary but insufficient to create customer

satisfaction. Satisfaction does not become important until the hygiene elements

are present at a level that meets customer expectations (The Customer Institute

by Earl Neumann and Donald Jackson 2010)

While Shakey’s Sm Cebu got the lowest average of 3.24 under

Cleanliness and Ambiance and a little bit need of improvement in some areas,

since it is the oldest among branches. Finally a grand mean of 3.52 and

interpreted as Highly Satisfied in all dimensions of Shakey’s restaurant in Cebu

City.

36

CHAPTER 3

SUMMARY, FINDINGS, CONCLUSION, AND RECOMMENDATION

 SUMMARY

This chapter of the summarizes the salient points of the study, reflects the

findings, formulates conclusions and presents recommendations.

This study determined the extent of Customer Satisfaction in restaurant

chain in Cebu City. The findings of the study served as the proposed action plan.

Specifically, it sought to answer the following questions:

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

1.1 age;

1.2 gender;

1.3 civil status;

1.4 educational background;

1.5 reason for visiting the restaurant;

1.6 number of visit in a month;

1.7 usual products bought in the restaurant; and

1.8 do you own a membership card?

37

2. What is the degree of satisfaction of the customers in a restaurant as to;

1.3 Product;
 2.2 Quality Service and Hospitality;

2.3 Store Cleanliness and Ambiance; and

2.4 Value for Money;

3. Based on the findings, what action plan maybe proposed?

In the undertaking of this study, the researcher used a guest comment

card. Statistical treatment that was used in this study includes frequency,

percentage computation and weight mean. Data gathered from the instrument

were collected, analyzed and interpreted to come up with common solutions to

address customer satisfaction service related problems that are critical to the

growth of the organizations.

38

FINDINGS

The following findings emerged from the queries conducted:

1. As to profile, the respondents of Shakey’s Pizza restaurant were mostly

female, young adults which belong to age group of 15 years to 26 years old,

single and college graduates. They mostly dine in Shakey’s as family bonding

or group, in a company meeting and events like special occasion, most of

them dined in for snacks and meal. Pizza and chicken were the products

commonly bought in the restaurant. It also shows that 43 percent of guests

own a membership card and they were continuously coming back to the

restaurant at least once in month to use and enjoy the benefits of the card.

2. As perceived by the degree of satisfaction in a customer in a restaurant as to;

a. Product has weigh mean of 3.51interpreted as Highly Satisfied, they were

really appreciate the taste and overall features of the product.

b. Service and Hospitality was Highly Satisfied, with a 3.60 weigh mean.

Guests were happy and enjoy eating during their stay in the store.

c. Store Cleanliness and Ambiance has 3.47 weigh mean, though this

category got the lowest of among dimensions it is marked as Highly

Satisfied.

39

d. Value for Money is Highly Satisfied with a mean of 5.3 average, guests

pay the product that comes with a quality and definitely turn back their

money.
e. There is a significant relationship between the profiles of the respondent

to the degree of customer satisfaction in a restaurant in terms of age,

status and educational background.

f. action plan proposed.

40

An Action Plan
Customer Satisfaction Training Program

Based on the above database the following action plans were made;
 Rationale

This action plan is designed to enhanced and develop customer

satisfaction and development skills for the employees of a company.

Areas of Concern:

1. Product Knowledge

2. Communication Skills

3. Suggestive Selling

4. Understanding the Customer Satisfaction

5. Sanitation

Goals

1. To acquire knowledge on the products of the company from the

product composition approved brand, ingredients, portion control and

cooking procedure.

2. To improve communication skills particularly on proper pronunciation.

3. To improve suggestive selling of the front liners.

4. To enable the employees to know the importance of customer

satisfaction.

5. To gain more knowledge on the proper way of cleaning particularly on

restroom.

41

Performance Target

Areas of Objectives Activities Time Persons Evaluative

Concern Frame Involved Parameters

1. Product At the end of the Refresher Negotiable: All the 1.Submitting

Knowledge training, the course on monthly staff their
 staff should product meeting written
be able to: knowledge and oral
exam
1. Gain
knowledge on 2.Conducting
product on the
composition, spot audit
approved
brand,
ingredients,
portion
control and
cooking
procedure

2. Communications At the end of the English April 1-2, All the 1.Evaluating
Skills training, the specific 2016 staff their English
staff should training speaking
be able to:

1.Improve the 2.Attending

skills in public English
speaking language
seminar

2.Develop
active listening
and
understanding

3.Gain
knowledge on
communication
etiquette

42

Areas of Objectives Activities Time Persons Evaluative

Concern Frame Involved Parameters

3. Suggestive At the end of the Refresher Negotiable: All the 1.Demo, drill
 Selling training, the course on every front liner check on
staff should suggestive quarter of staff the spiel
be able to: selling the year
meeting
1. Use a
technique on 2.Monitoring
effective performance
way of tool
suggesting a
products

2.enhanced
convincing
power

3.Know the
importance of
suggestive
selling

4. Understanding At the end of the Consistently April 10, All the 1.Conducting
the customer training, the exceeding 2016 staff personal
satisfaction staff should expectations skills
be able to: to the guest seminar
training
1.Gain 2.Attending
understanding on Customer
the buying service
motives of the seminar
guest

2.reinforce the
importance of
guest centricity

3.Gain
understanding
on
good customer
service

43

Areas of Objectives Activities Time Persons Evaluative

Concern Frame Involved Parameters

3. Suggestive At the end of the Refresher Negotiable: All the 1.Demo, drill
 Selling training, the course on every front liner check on
staff should suggestive quarter of staff the spiel
be able to: selling the year
meeting
1. Use a
technique on 2.Monitoring
effective performance
way of tool
suggesting a
products

2.enhanced
convincing
power

3.Know the
importance of
suggestive
selling

4. Understanding At the end of the Consistently April 10, All the 1.Conducting
the customer training, the exceeding 2016 staff personal
satisfaction staff should expectations skills
be able to: to the guest seminar
training
1.Gain 2.Attending
understanding on Customer
the buying service
motives of the seminar
guest

2.reinforce the
importance of
guest centricity

3.Gain
understanding
on
good customer
service

44

Areas of Objectives Activities Time Persons Evaluative

Concern Frame Involved Parameters

5. Sanitation At the end of the Building Every first All the 1.Consistent
 training, the Equipment week of the staff monitoring
staff should and month on side
be able to: Facilities duties form
Cleaning
1. Proper way of 2.Clean as
cleaning of you work and
equipment clean as you
facilities, go policy
furniture and
especially on 2.monitoring
restroom of proper
hygiene of
2.Know the the staff
importance of
sanitation

3.Know what
are the
public health
hazards

Steps in the implementation of this Action Plan:

1. Submit a letter of approval to the Officer In Charge

2. Present the action plan, its rationale, and relevance to the company’s mission

and vision to all employees of particular branches in the company

3. Assign responsibilities to the respective Team Leaders

4. Make a timetable of actual performance target.

5. Begin with the action plan.

45

CONCLUSION

On the basis of the foregoing findings of the study, the researcher

concluded that the respondents were fulfilled with their dining experienced in
Shakey’s, their responses on the existing customer satisfaction were rated Highly

Satisfied.

RECOMMENDATION

The company must ensure that the hygiene elements consistently meet

customer expectations. Each branch must provide their own comfort rooms in

order the guests will accessibly to use during their stay within the store. It is

ultimate importance that customer satisfaction service must lead realization of

overall objectives of the organization. Along this line of thought, it is

recommended that the action plan must be implemented.

 46

REFERENCES

Books

Oliver R. L, 1977, "Effect of Expectation and Disconfirmation on Post exposure

Product Evaluations - an Alternative Interpretation," Journal of Applied
Psychology, 62(4), p. 480.

Oliver R. L, 1980, "A Cognitive Model of the Antecedents and Consequences of

Satisfaction Decisions," Journal of Marketing Research, 17(4), p. 460.

Ahuvia, A. C. (2005), “Beyond the Extended Self: Loved Objects and Consumers’
Identity Narratives,” Journal of Consumer Research, 22 (1), 171-184.

Choi, T. Y., & Chu, R. (2001). “Determinants of hotel guests’ satisfaction and
repeat patronage in the Hong Kong hotel industry”. International Journal of
Hospitality Management, 20(3), 277-297.

Internet Sources

Eddie, H. (2000).A Review, Integration, and Expansion of Conceptions of

Cognitive Conflict, Texas, USA, Elsevier Inc. Retrieved from
http://www.psych.nyu.edu/amodiolab/Publications_files/Harmon-
Jones_Advances_2009.

Lee, L. (2013). A Study on Effect of Cognitive Dissonance on Consumption

Value, Anticipated Satisfaction and Word-Of-Mouth Communication,Taiwan, The
Journal of Global Business Management. Retrieved from
http://www.jgbm.org/page/7%20Long-Yuan%20Lee.

McLeod, S. A. (2014). Cognitive Dissonance. Simply Psychology. Retrieved from

www.simplypsychology.org/cognitive-dissonance.html

Leonard L. B., & Eileen L. P. (2006) “Carbone Managing Service Experience

Clues”. Wharton University of Pennsylvania, Article published in Academy of
Management Perspectives
Retrieved from http://experienceengineering.com/articles/BerryWallCarbone
Earl Nand Donald Jackson Jr.,2010, about a two-factor model
of customer satisfaction.

http://thecustomerinstitute.blogspot.com/2010/03/two-factor-theory-of-
customer.html

Forbes, “Huff Post & Business Insider” contributor Writer

Retrieved from https://www.linkedin.com/in/adrienne-bellinger-39b35324

American Customer Index

Retrieved from http://www.theacsi.org/customer-satisfaction-benchmarks

Philippines Statistics Authority

https://psa.gov.ph/tags/customer-satisfaction-survey

47

Saul McLeod published 2008, updated 2014, Cognitive Dissonance

Retrieved from

http://www.simplypsychology.org/cognitive-dissonance.html
 48

APPENDIX A

TRANSMITAL TO RESTAURANT MANAGER

February 18, 2016

Shakey’s Sm City Cebu

Upper Ground Floor, Mabolo

Proper,North Reclamation Area

Warlter A. Suico

Restaurant Manager

Sir,

Good day! I would l like to ask permission to conduct a survey to our

valued guests thru questionnaire form. This survey will help me to comply with
my research study which entitled “Customer Satisfaction in Restaurant Chain in
Cebu City”. This study will assist the management in identifying the degree of
customer satisfaction practices of its staff, thus, giving the management the idea
in formulating new policies and programs that are beneficial to the company, to
its employees and customers as well.

Rest assured the collected data will not be published and only for the purpose of
research thesis study as my requirement for final Oral Exam Presentation.

I am grateful to you for your guidance and kind cooperation at every step of my
endeavor on this said project.

Yours sincerely,

Jefourson O. Belia
Shakey’s Sm SEALS/ Student

Approved by:

Mrs. Gwen Belarmino

ETTEAP Director

49

APPENDIX B

QUESTIONNIARE
Dear Respondents:

Your thoughts and ideas will help the restaurant provide you with best service
possible. This is why we need to hear from you. Please take a few minutes to complete this
form. Thank you very much.

Part I Profile of Respondent

Direction: Please check or write the needed information on the applicable line or boxes.

Age: ______years old

Gender: Male Female
Civil Status: Single Married Divorced Widow
Educational Background:
High school level
High school graduate
College level
College graduate
Post graduate
Reasons for visiting the restaurant:
Birthday occasion
 Meeting or conference
Family bonding or reunion
Snack or meal
Please others specify:__________________
Number of visits in a Month:
Almost every day
Once a Month
Very seldom
Just now
Please others specify: ___________________
Usual product bought in the restaurant:
Pizza
Chicken
Mojos
Combos
Family deals
Please others specify: __________________
Do you own a membership card or super card?
Yes
No
50

Part II Degree of Customer Satisfaction

Directions: Please indicate rate for each quality indications by checking ( ) the space provided
under the corresponding number:

4 - Highly Satisfied (HS)

3 - Satisfied (S)
2 - Less Satisfied (LS)
1 - Not Satisfied (NS)

Quality Indicators 4 3 2 1
(HS) (S) (LS) (NS)
A. Product:
1. Presentation of product is enticing, mouthwatering, freshly cooked,
well arranged, cleaned, proper plating and garnished.
2. Taste is at excellent level, food and drinks are freshly made delicious,
within desired serving temperature.
3. Serving Size is loaded, enough to satisfy for a craving stomach and
generously smothered with premium ingredients.
B. Service and Hospitality:
1. Staff leads guest to table, seats guest comfortably, offers clean
presentable menu, alert posture, eye contact, friendly and courteous, make
table visit or simply make feel guest important, staff anticipates needs for a
call of service immediately.
 2. Prompt service, items serving sequence observed within the promised
minutes from time ordered, in case of delay of service and any inconvenience
manager attend to guest and act with urgency.
C. Store Cleanliness and Ambiance:
1. Exterior and interior surroundings area are clean and well maintained
and free from litter, tables and chairs proper spacing set up with sanitized and
available condiments, stable not wobbly in good condition, walls, ceilings,
floorings are clean, no foul smell, and free from dust.
2. Clean restroom and well maintained, lavatory is clean no smudges on
mirrors, toilet and urinal in good working condition, washed area adequately
stocked with tissue paper and soap and free from offensive odor and litter.
3. Appealing ambiance, furniture not fading, digital wall clock functional,
merchandising cabinet lighted, no eyesore.
4. Decors are clean, music is audible or modulated, wifi is on, TV is on
playing with Shakey’s Television Commercial, cartoons or sports and no
unnecessary noise from the store.
D. Value for Money:
1. Reasonably priced, affordable and definitely turn back the money.
2. Wide array of menu items, drinks, appetizers, main course, desserts,
snack pack, wholesome combos and great meal or family deals.

51

CURRICULUM VITAE
 Jefourson O. Belia
193 Cogon Pardo, Cebu City
Email add: jefoursonbelia@gmail.com
Mobile no. 0943 690 3132
___________________________________________________________
A positive person with good social skills, resourcefulness, services oriented,

trustworthy and a fast learner

Objectives: To apply in your prestigious company where I can make use of my

skills and share my knowledge from my past experiences, and to work with

diverse group of people effectively.

Educational Background

Tertiary: University of Cebu (Main Campus)

Sanciangko Street, Cebu City
BSIT - S.Y. 2007-2009
BSBA Major in Marketing - S.Y. 2015-2016

Secondary: Pardo National High School

Pardo, Cebu City - S.Y. 2001-2006

Elementary: Pardo Elementary School

Pardo, Cebu City- S.Y. 1995-2001

52

Personal Data

Date of Birth: July 22, 1988

Place of Birth: Cebu City
Civil Status: Single
Citizenship: Filipino
Height: 5 feet & 5 inches
Weight: 60 kgs.
Religion: Born Again
Language: Cebuano, Tagalog & English

Work Experienced

Shakey’s Pizza: SM City Cebu

October 16, 2009 - Present
Positon: Food Server

Pizza Hut Bistro: The Northwing, SM City Cebu

August 21, 2008 - June 05, 2009
Position: Food Server

Shakey’s Pizza: Banilad Town Center

December 12, 2007 - May 11, 2008
Postion : Food Server
Certifications

Service / Wine Expert: Pizza Hut Biztro

10th of September 2008
Angus Steakhouse Shakey’s Ayala
Best Seller 27th of June 2010

Recognitions

Team Member of the Month: 25th of March 2009

Team Member of the Month: 21th of May 2009
Best in RTTW(Restaurant Train the Trainers workshop

Attended Seminars

Department and Trade Industry – Enterprise Development

Methods and Strategies Research Seminar in UC

53

Character references

Mrs. Gwen Belarmino

UC ETEEAP Director

Mr. Walter A. Suico

Shakey’s SM OIC
232 0701

Ms. Lorna S. Jubay

Shakey’s Pizza RM
415 7070
 ABSTRACT

The purpose of this study was to determine the extent of Customer

Satisfaction in restaurant chain in Cebu City, as the basis for the action plan. The
study sought to answer the profile of the guests in terms of age; gender; civil
status; educational background; reason for visiting the restaurant; number of visit
in a month; usual products bought in the restaurant; and owning a membership
card and the degree of satisfaction of the customers in a restaurant in terms of
Product; Quality Service and Hospitality; Store Cleanliness and Ambiance; and
Value for Money; On the foregoing findings of the study, the researcher
concluded that the respondents were fulfilled with their dining experienced in
Shakey’s, their responses on the existing customer satisfaction were rated Highly
Satisfied.

This study used the descriptive-survey method. The main tool of data
collection is the guests comment card provided by the company. The study was
conducted in the company premises itself with their respective branches.
Shakey’s Sm City Cebu branch located in upper ground floor SM City Cebu,
North Reclamation Area, Cebu City, Philippines. Their branches are located at
the 2nd level Ayala Terraces Center Cebu, F. Cabahug St. and I.T. Park Asia
Town Lahug Cebu City. After the comment cards were retrieved, they were
segregated accordingly as to those accomplished by the respondents. The
responses were then tallied and tabulated. Statistical treatment was applied to
the gathered data using techniques such as frequency and simple percentage to
show the profile of the respondents, and weight mean to show the degree of
customer satisfaction.