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data gathered from the respondents. The data used tabulation format to present
aggregation of respondents.
The profile of the respondents includes the age, gender, civil status,
educational attainment, occupation, monthly income and most visited fast food
restaurant.
Table 1
Frequency and Percentage of Age
N = 250
fast food restaurants in Daet, Camarines Norte. The data show that among the
four ranges of age, 21 – 30 years old have the highest number of frequency with
the total of 112 which is 44.8 % while 51 years old and above have the least
The result implies that most of the respondents are 21 – 30 years old. This
shows that most of the customers of fast food restaurants in Daet are young
adults. In addition, this leads that young generations patronizes the fast food
restaurants compared to others. In contrast, 51 years old and above are the ones
In a study conducted by Voon (2012) states that there are factors affecting
the young adults to patronize a fast food restaurant. In their study, they
discovered that the factors affecting the young adults are services being offered,
its quality and the most one of the factor that determined the young adult's loyalty
is the price. However, there are some factors that doesn't affect the young adult's
perceptions about their loyalty that doesn't need to considerate. The table further
reveals that young adults are the number one customers in every fast food
restaurant.
Table 2
Frequency and Percentage of Gender
N = 250
according to their gender. Wherein, the highest percentage was 61.6 % which
were the female however the lowest percentage was 38.4 % which were male.
The females’ frequency was 154 while the males’ frequency was 96.
Based on the data gathered 61.6 % are females. This means that most of
the customers of fast food restaurants are females. Female consumers offer
enormous purchasing power, making them a critical piece to the future of quick
service because they are the type of the person who spend most of their time
Widow/er 10 4
Table 3 depicts the frequency and its percentage based on their civil
status. As shown on the table 3, it indicates that the highest frequency got 124
which is the single with a percentage of 49.6%. In addition, married has the
frequency of 117 with a percentage of 46.8. On the other hand, the widow/er
have the least number of frequency which is 10 and its percentage is 4%.
Based from the data gathered it was revealed that people who are single
are the most often in fast food restaurants. This means that people who are
single are the ones capable in affording to dine in fast food restaurants. However,
in the case of the widow/er, it was shown as they are the group of people not that
fond of going to fast food restaurants as they mostly spend their money first with
food restaurants. The data shows that seventy-three (73) are undergraduate
which is 29.2 %, one hundred fifty-seven (157) are college graduate which is
62.8 %, fourteen (14) have taken vocational courses which is 5.6 %, and six (6)
The table represented that most of the respondents are college graduates
which is one hundred fifty-seven (157) while the post-graduates are six (6).
Therefore, the college graduates are prone in dining in fast food restaurant
because they don’t have enough time to prepare their meals. Moreover, post-
got the highest number of frequency which is 146 and its percentage is 58.4. Yet,
others got the lowest number of frequency which is 13 and its percentage is 5.2.
The table shows that employees are the one who eat frequently in the fast
food restaurant. We all know that employees only have limited time to spend
during their break that is why they are often seen in a fast food restaurant. On the
other hand, the other occupation may not be satisfied with the services offered by
The table 6 shows the monthly income of the customers. The data show
that among the four monthly income PhP10,000 or less has the leading number
frequency is 26 which is the people who have monthly income of 30,001 or more.
The table represents the people who earned PhP10,000 or less find the
fast food restaurant comfortable and convenient. This may be the reason why
they eat mostly in fast food restaurants. Nevertheless, people who earn a sum of
PhP 30,001 or more are the ones who were not into patronizing these fast food
restaurants for their taste differ greatly from the middle class people as they can
In a study analyzed by Bruce Horovitz (2014), states that for those whose
income is much higher than the minimum choses fine dining than a regular fast
food restaurant. However, those who earned minimum income preferred fast
food restaurant as it suits their monthly income and they also preferred quick
service. This study further explained that income became a gap for customers in
order to attain such service. On the other hand, the most visited restaurant is fast
food as it is budget-friendly for everyone. The table further indicates that those
who earned minimum income visited fast food restaurant not just for its quick
Table 7
Frequency and Percentage of Most Visited Fast Food Restaurant
N = 250
Table 7 reveals the frequency and percentage of the different fast food
restaurant in Daet. Jollibee got the maximum number of frequency with a total
number of 104 and with a percentage of 41.2. Conversely, Shakey’s got the
The data illustrates that Jollibee is the most visited fast food restaurant
here in Daet because it is well-known and the products are affordable. This can
only mean that Jollibee is the most preferred fast food restaurant. While,
Shakey’s has the least customers for it is not budget friendly and also the service
being offered is not satisfyingly. Shakey’s on the other hand showed results as
not satisfying to the taste of customers as the primary reason was Shakey’s is
Restaurants in Daet
responsiveness.
Table 8
Assessment of Level of Service Quality in Terms of Reliability (the ability to
perform the promised service dependably and accurately)
Indicators Weighted Mean (WM) Verbal Interpretation (VI)
1. When they promise to
do something by a certain 3.05 SL
time, they do.
2. Fast food restaurant
performs the service right 3.04 SL
the first time.
3. When a customer has a
problem, the fast food 3.18 SL
restaurant shows a
sincere interest in solving
it.
4. Fast food restaurant
provides its service at the 3.01 SL
same time it promises to
do so.
Gen. WM 3.07 SL
Legend:
4.30 – 5.00 High level HL
3.50 – 4.29 Moderately High Level MHL
2.70 – 3.49 Satisfactory Level SL
1.90 – 2.69 Low Level LL
1.00 – 1.89 Very Low Level VLL
reliability. The data also reveal that the four (4) parameters of reliability have
which implies that the adult customers believed that “when a customer has a
problem, the fast food restaurant shows a sincere interest in solving it.” with a
is the least among the four (4) parameters which implies that the fast food
Legend:
4.30 – 5.00 High level HL
3.50 – 4.29 Moderately High Level MHL
2.70 – 3.49 Satisfactory Level SL
1.90 – 2.69 Low Level LL
1.00 – 1.89 Very Low Level VLL
Table 11
Assessment of Level of Service Quality in Terms of Tangibility (the appearance
of physical facilities, equipment, and personnel)
Legend:
4.30 – 5.00 High level HL
3.50 – 4.29 Moderately High Level MHL
2.70 – 3.49 Satisfactory Level SL
1.90 – 2.69 Low Level LL
1.00 – 1.89 Very Low Level VLL
Table 12
Assessment of Level of Service Quality in Terms of Empathy (the
approachability, ease of access and effort taken to understand customer needs)
Legend:
4.30 – 5.00 High level HL
3.50 – 4.29 Moderately High Level MHL
2.70 – 3.49 Satisfactory Level SL
1.90 – 2.69 Low Level LL
1.00 – 1.89 Very Low Level VLL
Table 13
Assessment of Level of Service Quality in Terms of Responsiveness (the
willingness to provide prompt service)
Legend:
4.30 – 5.00 High level HL
3.50 – 4.29 Moderately High Level MHL
2.70 – 3.49 Satisfactory Level SL
1.90 – 2.69 Low Level LL
1.00 – 1.89 Very Low Level VLL
Legend:
3.50 – 4.00 Strongly Agree SA
2.50 – 3.49 Agree A
1.50 – 2.49 Disagree D
1.00 – 1.49 Strongly Disagree SD