International Cuisine Food Services

and Customer Satisfaction

A Practical Research II Project

Submitted in Partial Fulfillment of the

Requirements in Practical Research II

Proponents:

Lou Christine S. Gatoc

Krishia Ladisa

Lyle Dan L. Mangubat

Wisdom C. Morales

Sherlyn Noland
INTRODUCTION

International cuisines have been popping in and out in different places. Filipinos

are progressively knowledgeable and are always on the go, and therefore, more

Filipinos are mindful of various patterns and are extremely enthusiastic about

investigating and taking a stab at something new all the time. This is the reason why

global establishments keep on emerging in the Philippines. Filipino millennial as of now

includes 33% of the nation's populace and they are known to be the greatest spenders.

Customers can get good food and decent customer service almost anywhere.

The product and the quality of service must score in order to have the best dining

experience for the customers. Diners benefit has numerous layers, and it is simple for

pioneers to get diverted by the operational aspects and to overlook the principal benefit

that is

In the Philippines, dining in these international cuisine businesses may not be the

interest of some of the populace, it has however attracted teenagers, millennial minded

persons and food enthusiasts alike. As Filipinos continue to explore the world, there is

also a demand in new flavors apart from the local or common Japanese and Italian

cuisines. (Oritguero, 2018)

Locally, the city of Digos has an apparent increase in international cuisine

restaurant business with Korean, Italian and Chinese ones fronting the scene. The food

culture is found to be influenced by globalizing forces yet these do not always

overwhelm local distinctions such was what we are used to even today. (Henderson,

2014) Even so the city has been a common start up location for these businesses with
notable ones namely: Mandarin Tea Garden, Jinbin Korean Grill and Mama’s Noodle

House, Takashi Japanese Restaurant and Tomodachi Japanese Restaurant.

Identification of the ways that customers are satisfied with the international

cuisine food services has been the main source of motivation for conducting the study.

Thus, concluding that the main objective of the study is to identify how and why the

customers of international cuisines are satisfied in the food services of the different

businesses. However, the essence of the study is not to find out directly why the

customers preferred one to the other.

STATEMENT OF THE PROBLEM:

International Company found Digos city as a good place for business due to its

growing population and larger consumption of foods. However, they face an

unprecedented challenge especially in coping their costumer’s satisfaction about newly

introduced dishes from different countries. This study aimed to determine the

international cuisine’s food services and its routes to market their product in Digos City.

Specifically, it aimed to answer the following questions:

1. What is the demographic profile of the costumer in terms of:

1.1 Age

1.2 Sex

1.3 Economic Status

2. What quality of international cuisine food services is rendered to the costumer in

terms of?

2.1 Service Personnel

2.2 Speed of service

2.3 Food quality

2.4 Ambience

2.5 Price

3. Are the Costumers satisfied with the international cuisine food services in terms of:

3.1 Service Personnel

3.2 Speed of service

3.3 Food quality

3.4 Ambience

3.5 Price

4. Is there a significant difference on costumers’ satisfaction on international cuisine

food services when analyzed by:

4.1 Age

4.2 Sex

4.3 Economic Status

Hypothesis

Ho: There is no significant relationship that exists between international cuisine food

services and the costumer’s satisfaction.

Ha: There is a significant relationship that exists between international cuisine food

services and the costumer’s satisfaction.

Review of Related Literature

Occurrence of International Cuisines

Philippine cuisine has numerous indigenous and foreign influences. Remote

nations have impacted a ton of these dishes we knew a general overview of the cuisine

of the Philippines, what it is like, what influenced its past, and how it's evolved to

become the hottest new thing in the food world. The American and Spanish colonizers,

and the Chinese and other Southeast Asian dealers affected and achieved a

kaleidoscope in the Filipino method for cooking. (Lam, 2016)

Korean Restaurants

Korean restaurants have been popping in and out of the different cities in the

metro, and there are a number of good ones. These authentic and hidden Korean

houses don’t even do much marketing, if none at all. It should come as no surprise that

this beloved cuisine is here to stay.

Japanese Restaurants

Filipinos have a natural palate for the sweet and savory, so it comes as no

surprise that Japanese cuisine is popular here. Though there is only one Japanese

restaurant that can be found in Digos City it is worth the money and the taste buds.

Customers Satisfaction

One of the greatest challenges for stakeholders is to ensure customer

satisfaction, especially in service industries such as tourism and hospitality. The aim of

this paper is to show that restaurant guest satisfaction depends on numerous factors as

well as to show the connection between satisfaction and loyalty. Customer satisfaction

and loyalty are excellent indicators of service quality. For the purpose of this paper,

empirical survey was conducted and the results of the research were analyzed by

statistical method. Factors which affect customer satisfaction are: kind staff,

professionalism, speeds of service, food quality, ambience and comfort. (Bulatovic and

Stranjancevic, 2015)

Food Quality

Food quality is by all accounts acknowledged as a central part to fulfill restaurant

customers; be that as it may, it has been regularly ignored in restaurant benefit quality

and satisfaction contemplates. The essential target of this review was to examine how

food quality is seen in connection with satisfaction and behavioral intentions in mid-to-

upscale restaurants. (Kannan, 2017)

Ambience

Although a restaurant’s main strength comes from the quality of service and food

it cannot be helped that the atmospheric vibe of a restaurant can greatly impact a

customer’s likelihood of coming back. Restaurant atmospherics have a significant

influence on a patron’s dining satisfaction and their behavioral intentions (Heung & Gu,

2012).

Price

Price has widely been accepted as an important marketing factor that influences

consumer behavior. It goes without saying that international cuisines are quite pricey

compared to local comfort foods in the area, with some cuisines also requiring

international ingredients unlike traditional ones that can be bought almost anywhere in

the city. Dining satisfaction may also be achieved through a cuisine’s pricing, as stated

by Chua et. al. (2015) the moderating function of price sensitivity showed that novelty

was more effective in inducing satisfaction in the low price sensitivity group and it was

more effective in enhancing perceived value in the high price sensitivity group.

Theoretical and Conceptual Framework of the Study

There have been a few studies that established the relationship between

restaurant services and customer’s satisfaction. When building customer relationship or

loyalty it is important to have customer satisfaction Therefore, in order to build customer

loyalty or relationships, businesses have to work hard on customer satisfaction. In a

win-win situation, business focus on profit and happy customers; and customers try to

satisfy their needs. (Singh 2006).

All business is built the connection on understanding client relationship

administration or relationship marketing has become a necessity in order to know how

to oversee business. (Gronroos 2000). The empirical research in development of

service quality theory suggests that improved service quality plays important role in

overall customer satisfaction he development of service quality theory and alternate

scales of measuring service quality, its role in customer satisfaction and importance of

SERVQUAL instrument stated by Borgave (2012). Johnson and Clark (2008) define

service concept as a shared understanding of the service nature provided and received.

They also state that service concept has to provide information about the essence of the

service, service experience, and service outcome.

There are discussed as follows:

 Independent Variable Dependent Variable

Quality of international cuisine Customers Satisfaction in terms

food services in terms of: of:

 Service Personnel  Service Personnel

 Speed of Service  Speed of Service
 Food Quality  Food Quality
 Ambience  Ambience
 Price  Price

Demographic profile of the

costumer

 Age
 Sex
 Economic Status

Moderator Variable

Significance of the Study

The main purpose of the study is to determine the customer’s satisfaction on

international cuisine and its quality of service in Digos City and it will benefit to the

following:

International Cuisine. The study can greatly benefit the international lineage of

food through endorsements and recommendations to the local community despite

having cultural differences between the local and international. With the applicable
ability and strategies on food servicing, it quite deserves some recognition in the

locality.

Locality. The international cuisine's business will be known here in the locality of

Digos and can also provide benefit to the economy and the community for us to

experience the different kinds of services from the international scene.

Customer. People whom partake in the services provided by these international

based restaurants can be of help through the reading of the study and a link on which a

restaurant or a quality of service can fulfill a customer’s needs thus attaining

satisfaction.

Future Research Endeavors. The study conducted by the researchers can be

of guidance or basis for future researchers on the improvement of their own study.

Flaws of the present study will be avoided thus enhancement is inevitable as time

passes by. If there is future research endeavors inclined in this study then the study will

be of significant help

Scope and Delimitations of the Study

The focus of the study will be on how and why customers of international cuisine

restaurants are pleased with the food services provided by the restaurant and how

these services meet a certain standard of satisfaction. The researchers will only include

restaurants in Digos City that are based internationally and are known to serve foreign

cuisines. Furthermore, the selected customers must have experience in international

cuisine dining at least once. The study will be under strict supervision and guidance of

the investigator’s adviser and school principal.

Definition of terms

The following phrases are defined for the better understanding of the study..

International cuisine. It refers to meals that incorporate the elements of the

culture within the country. It is the prepared dishes by international food services

company in Digos City.

Food services. The definition of food services is the industry related to making,

transporting or selling prepared food to restaurants, hospital, school, and lodging

establishments. In this study, this term was used to refer businesses in Digos city,

preparing international food and serving it to the costumers.

Costumers Satisfaction. This term means the state of mind that costumers

have about a company when their expectations have been met or exceeded over the

lifetime of the product or service. In this study, this term was used to determine the

costumers satisfactory international cuisines food services satisfactory