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Chapter I
THE PROBLEM

This chapter presents the introduction, background of the study, statement

of the problem, theoretical framework, conceptual framework, hypothesis, and

significance of the study, scope and limitation and definition of terms.

Introduction

One of the fastest growing industries in the Philippines is food service. As

reported by the National Statistics Authority (2012), the industry annual revenue

exceed more than P500 billion. This is why it is not surprising that restaurants are

mushrooming all over urban centers. Commonly, the restaurants are located in

places nearby schools and universities, government offices, and commercial

establishments since these areas have dense people traffic [ CITATION Vil17 \l 1033 ].

Restaurant is the establishments that offer food and drinks to their

customers [ CITATION Mos15 \l 1033 ]. Restaurateurs need to have a deep

understanding of how service quality delivered must meet client expectations. It

is an achievement in customer service reflects at each service encounter. In

general, restaurant diners or any other customers for that matter compare

perceived service with expected service. When the latter meets or exceeds the

former then customer satisfaction is achieved.

In addition, casual dining restaurant serves moderately priced food and

casual atmosphere except for buffet style restaurant, casual dining restaurant

typically provide table service. It also compromises a market segment between

fast food establishment and fine dining restaurant. Somewhere in the vast gap

between fast food and fine dining lies the casual dining restaurant.
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This paper seeks to find out the service dimensions which have an impact

on customer satisfaction of diners in selected casual dining restaurants in Lipa

City using the five service dimensions by [ CITATION Par98 \l 1033 ] these are

responsiveness, reliability, assurance, empathy, and tangibles. The paper will

also explore the service aspects of each dimension that influence customer

satisfaction. At the end of this study, casual dining restaurant operators can

utilize this information to improve the quality of service they offer the customers

for increased satisfaction.

In highly competitive casual dining restaurants in Lipa City, restaurant

owners and managers are increasingly concerned with satisfying customers and

securing customer loyalty. One of the reasons that the researchers believed may

have a great impact on customer satisfaction is the lack of understanding of the

concept of service quality. There seems to be much confusion regarding the

perception of customer satisfaction with respect to service quality.

Background of the Study

There are many types of restaurants operating all throughout the

Philippines. One particular segment of restaurants, Casual Dining, is an

emerging restaurant category as of recent years. Casual-dining restaurants are

restaurants which have relaxed, casual ambiance and with lot of seating capacity

this type of restaurants offers full table service.

Casual dining restaurants offer food that are more expensive than fast

food but with a fair ratio between price and service provided. The menus are

usually more extensive and food is better prepared with ingredients of higher
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quality. Some have highly specialized menus, while others serve a broad range

of cuisine. They offer full table service with non-disposable dishes. This

restaurant concept implies a relaxed and casual atmosphere with a lot of seating

in the dining room area.

An urgent need to investigate how customers perceive service quality as

an indicator of the level of satisfaction they experience after service encounters

in casual dining restaurants in Lipa City. The researchers chose eight prominent

establishments in the casual dining sector: Uncle Cheffy, Lipa Grill, Irori

Japanese Restaurant, Bigg’s Diner All-Star, Hapag Filipino Restaurant, Casa

Marikit Restorante Italiano, Culture Lounge and Restaurant, and Reyes

Barbecue.

The study was conducted to understand the facets of service quality that

are applicable to casual dining restaurants as a business that balances the

features of fast food and fine dining. The researchers wanted to determine the

attributes of service that have the most impact to service quality and highlight

areas of attention that restaurateurs can add value to base on customers'

perceived notion of the different dimensions of service quality. Practical

information that can be gleaned from the findings of the study can strengthen the

researchers' knowledge of the principles of hospitality management and use this

deep understanding of service quality for pursuing a career in casual dining. As

HRM students and as future workers in the field, the researchers pursued this

study in order to acquire a more in-depth understanding of casual restaurants.

Statement of the Problem

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This study aimed to determine the quality of service in casual dining

restaurants in Lipa City.

Specifically, this study sought to answer the following questions.

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

1.1. age

1.2. sex

1.3. civil status

1.4. educational attainment

1.5. monthly income

2. How do the respondents assess the service quality in terms of:

2.1. reliability

2.2. assurance

2.3. tangibility

2.4. empathy

2.5. responsiveness

3. Is there a significant difference in the respondent’s assessment of the

service quality in the selected casual dining restaurants when grouped

according to their profile?

4. Based on the findings, what plan of action may be proposed?

Theoretical Framework

The aim of providing quality service is to satisfy customers. Measuring

service quality is a proven way to determine whether the service is good or bad
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and whether the customer is satisfied or not. One of the most popular

standardized measurements of service quality is the SERVQUAL model.

SERVQUAL is a multi-dimensional research instrument designed to capture

consumer expectations and perceptions of a service along the five dimensions

that are believed to represent service quality. SERVQUAL is built on the

expectancy-confirmation paradigm, which in simple terms means that service

quality is understood as the extent to which consumers’ expectations of quality

are confirmed and disconfirmed by their actual perceptions of the service

experience.

Reliability. When companies are able to perform the promised service

dependably and accurately, they are considered to be reliable; when they do not,

consumers consider them unreliable. Sometimes promises are specific to

individual customers; sometimes they are segment specific.

Assurance. When employees are polite and knowledgeable, customers

have more confidence that the company can deliver its marketing promise.

Assured employees inspire customers to trust the company. Obviously, when

employees are rude, customers are offended, and when the employees clearly

do not know how to deliver the hospitality service, customers understandably

lose confidence in the company’s ability to deliver.

Tangibility. These tangibles represent images of the services that

customers expect to get. In most cases new customers use these tangibles to

evaluate the service quality so it is of great importance that firms enhance their
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image to reflect quality as well as provide continuity in their “service quality

image”.

Empathy. Companies that is able to make customers feel important score

highly on service quality. In hospitality, a smaller, independent operator can

generally empathize with a customer more easily than a branded chain

operation.

Responsiveness. During the hospitality service process, customers will

naturally ask lots of questions mention minor problems, and possibly even

complain. How the service process system)demonstrates willingness to help

customers influences the customer’s perception of service quality.

Reliability
Quality
Assurance
Quality

Tangibles Perceived
Quality Service
Quality

Empathy
Quality

Responsive
-ness
Quality

Figure 1
Service Quality of Selected Casual Dining Restaurants in Lipa City
Conceptual Framework
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This study focused on assessing the service quality of selected casual

dining restaurants in Lipa City. To better understand the flow of the study, the

researchers constructed a paradigm using the input-output-process (IPO) model.

Input Process Output

Profile of the
respondents

 Age
 Sex
 Civil status
  Educational Analysis of Data Proposed Plan of
Attainment Action to Enhance the
Gathered through Service Quality of
 Monthly income
Selected Casual Dining
Questionnaire
Dimensions of service Restaurants
Survey
quality
Data Analysis
 Reliability
 Assurance
 Tangibles
 Empathy
 Responsiveness

Figure 2
Conceptual Paradigm
Service Quality of Selected Casual Dining Restaurants in Lipa City

The conceptual framework of the study presented in the first box consists

of demographic profile of the respondents in terms of age, sex, civil status,

educational attainment, and monthly income. It also includes the service quality

dimensions identified in the SERVQUAL model namely reliability, assurance,

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tangibility, empathy, and responsiveness. These inputs served as the variables

for assessing the service quality in the casual dining sector.

The second box consists of data gathering process that was used through

survey and questionnaires. Those data gathering tools and the statistical

treatment like weighted mean, one-way analysis, frequency, percentage, and

independent t-test were used to determine the responses of the manager of

selected casual dining restaurants. This would be guiding formula of the

researchers.

The last box is the output of the study is an action plan to enhance the

service quality of selected casual dining restaurants in Lipa City. It is an

opportunity for them to have knowledge about the service of a restaurant.

Hypothesis of the Study

In assessing the services offered by different casual dining restaurants in

Lipa City, the researchers formulated the following hypothesis:

Hₒ: There is no significant difference in the assessment of service quality

dimensions by the respondents when grouped according to profile.

Significance of the Study

The researchers believed that the finding of the study will be a great

significant to the following:

To the Selected Casual Dining Restaurants in Lipa City, this will be

leading them in having great knowledge in service quality. Furthermore, this

study will help them guide their employees for further changes they would

introduce for the improvement of their service.

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To the Faculty of IHM of Batangas State University, this will help them

make their students more competitive in dealing with the services offered and

also additional leadership in teaching the students particularly in service quality in

casual dining restaurant.

To the HRM students, this study will serve as their references in looking

for materials for their thesis writing and will give them additional information

about the service quality in casual dining restaurant.

To the Researchers, they may acquire knowledge and skills which will be

useful in their future undertakings. The study also helped them enhance their

problem solving abilities and critical thinking which are skills they will need in the

real world in the future.

To the future researchers, this can be their source of research in the

future and can help them deal with the analysis and conclusions of their study. It

will also serve as a guide if they wish to conduct any researches related to these

studies.

Scope and Limitation of the Study

This study generally focused on the service quality in selected casual

dining restaurants in Lipa City. The study was designed to assess the service

quality dimensions of reliability, assurance, tangibles, empathy, and

responsiveness with respect to the demographic profiles of age, sex, civil status,

educational attainment and monthly income of the respondents of the study. The

purpose of this was to determine how service quality determinants influence

customer satisfaction.
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The researchers gathered information through questionnaire, informal

interview and other reading material related to their study. The researchers

chose the study the selected casual dining restaurants in Lipa City because as

future Hotelier and Restaurateurs they want to know more information about

managing the service in a restaurant for them to be ready in the industry they

had chosen.

The chosen setting for the study was Lipa City because of its thriving

restaurant industry. Casual dining has found a niche as the population acquired

more income and longed for better-quality food and this is evident in the number

of casual diners that have sprouted in the city. The respondents consisted of

customers who have already dined in eight selected casual dining restaurants in

Lipa City namely: Uncle Cheffy, Lipa Grill, Irori Japanese Restaurant, Bigg’s

Diner All-Star, Hapag Filipino Restaurant, Casa Marikit Restorante Italiano,

Culture Lounge and Restaurant, and Reyes Barbecue. Hence, the results and

conclusions may not be universally applicable to all restaurant types but may

only be specific to casual dining setting. Fifty (50) customers from each of the

restaurants participated in the survey comprising a total of 400 participants for

the sample group.

The descriptive method of research was used to obtain the necessary

information. Related literature was reviewed from books, print manuals, online

sources and unpublished theses made from 2007 and up. The study was

conducted in a span of one year that began during the second semester of
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academic year 2016-17 and is expected to be finished on the first semester of

academic year 2017-18.

Definition of Terms

The following terms are operationally and conceptually defined for a better

understanding of the study:

Assurance. It refers to the knowledge and courtesy of employees and

their ability to convey trust and confidence. It is used in the study as the

dimension of service quality pertaining to assurance.

Casual Dining Restaurant. It refers to full-service restaurants where

customers can dress comfortably, bring the kids, have table service and not

break the bank (Walker, 2008). In the study, it refers to the type of restaurant that

offers moderately-priced food to customer, with table setup and good ambiance.

Empathy. It refers to the ability to sense other people’s emotions,

coupled with the ability to imagine what someone else might be thinking or

feeling. (Hoffman, 2013). In the study, it refers to caring, individualized attention

given to customers.

Employee. An employee is hired for a specific job to provide labor and

who works in the service of someone else (Murray, 2017). In this study, it refers

to the managers, cashiers and servers of a casual dining restaurant.

Reliability. It refers to the ability to perform the promised service

dependably and accurately (John, 2013). In this study, it refers to the ability to

deliver a service in the most certain and authentic way of performing service.
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Responsiveness. It refers to the willingness to help customers and

provide prompt service (Agbor, 2012). In the study, it refers to the service quality

relating to the capacity to immediately attend to the customer’s needs.

Service Quality. It refers to the value of a service to customers which is

inherently subjective as it is driven by needs, expectations and perceptions of

customers’ comparison of perceived expectations of a service with perceived

performance. (Spacey, 2017). In this study, it is a collective term used to refer to

five service dimensions that are used to measure customers’ perceived service

with respect to expected service.

Tangibility. It refers to the attribute of being easily detectable with the

senses (McCake, 2009). In the study, it refers to the physical aspects of service

quality.
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Chapter II
REVIEW OF RELATED LITERATURE

This chapter deals with a review of literature and researchers conducted

that are closely related to the present study. This provides background and

information that helped the researchers to conceptualize the framework

necessary in this study.

Conceptual Literature

This chapter presents the review of related literature and studies,

undertaken to provide the researchers knowledge and background on the subject

study.

In this part of the study, a clear view about the topic was given to afford

understanding based on books, internet and other reference materials.

Literatures from books were read by the researchers to enrich the concept of the

study.

Casual Dining Restaurants

It is said that casual dining restaurants are full service restaurant where

customers can dress comfortably, bring the kids, have table service and not

break the bank. The menus are usually simple and include basic menus such as

burgers, sandwich, pasta and chicken.

Casual dining restaurant is an outlet can provide environment for casual

dining restaurant area is facing new a scenic view of resorts, beach, overlooking

a great scenario. Some of casual dining restaurants have the BYO facilities
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meaning “buy your own facilities”. If the guest would want to drink the wine that

they bought, they could just ask the service staff to where they could be

accommodated to drink wine. Casual dining is popular because its fits the society

and trend of a more relaxed life style. Defining factors include signature food

items, creative bar menus or enhance wine service and comfortable, homey

décor among the recognizable chain operator in the casual segment. Casual

dining is relaxed and could include restaurant from several classifications: chain

or independent, ethnic or theme. Over the years, the trend in dinner house

restaurant has been toward more casual dining. This trend merely reflects the

mode of society. Diner house restaurant have become fun place to let of steam.

Many dinner house restaurants have a casual, eclectic décor that may promote a

theme. Another type of casual dining restaurant is the family restaurant. Family

restaurant evolved from the coffee shop style of restaurant. In this segment, most

restaurants are individually or family operated. They are often located in or with

easy access to suburbs most often an informal settings with a simple menu and

service design to please all the family [ CITATION Wal16 \l 1033 ].

For middle income customers, take-out meals and delivery services are

usually available recently; a casual dining restaurant stated the concept called

least to go. Spontaneous parties and events that require fast and immediate

service of their favorite entrees and catered to a maximum of twenty (20) persons

or more the menu can be delivered with complete essential amenities such as

table, wares and napkins [ CITATION Per04 \l 1033 ].

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An employee’s attitude has a strong impact on the customers experience

with a restaurant. If the staff approaches every situation with a positive, helpful

attitude, they will be able to create a pleasant atmosphere even when problems

occur. Front of house staff are often the only staff members a customer interacts

with during a restaurant visit. They make customers feel welcome, give food

recommendations, provide barter and turn unhappy diners into happy diners. In

many cases, a server’s attitude can be the difference a between a positive and

negative customers experience.

Service Quality

Service is the cornerstone of every restaurant; even when the food is

mediocre great service can create overall positive experience. A well-trained

server knows how to navigate through incorrect orders, offering unhappy

customers a smile and a helpful attitude. By training your servers to provide

attentive, positive service, you can boost profits and create a friendly

atmosphere. When it comes to service, a restaurant’s main goal is to provide

high quality service in a style that is in line with the type of business and clientele.

Depending on the restaurant, the definition of quality may be different. For a

high-end restaurant, staff might try to make diners feels like VIP’s by treating

them formally; at a family- style diner servers might joke around to make

customers feel at home. To provide quality service, your staff should have a

comprehensive understanding of the restaurant from the atmosphere to pricing

differences. After a customer makes an order he expects it to arrive specified;

any inaccuracies will reflect poorly upon the restaurant. Your servers should be
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strong listeners and approach each table with whatever tools they need to take

down accurate customer’s orders pencil, pad, digital ordering device or a great

memory. Accuracy is particularly important for diners who have food allergies or

intolerance when errors can cause a serious health issue.

As a customers are more exposed to different types of restaurant settings

they developed a complex set of attributes for selecting a restaurant to their

excellent dining experience. The first competitions, customers changing lifestyles

and growing desires are features that shape restaurant market place. Thus,

restaurant managers should be prepared to meet these challenges. One

approach in gaining competitive advantages and ensuring sustainable business

performance is to focus on service quality.

These leads to the questions, Why is good service such as essential

element in the hospitality industry. The answer is simple, the industry depends on

it. Great service results in happy guest. Happy guest provide not only repeated

business, but a chain reaction via word-of-mouth. With so much focus on service,

why it is so inconsistent task, our educational system does not seem to teach

service. Few businesses give enough priority to education and training to service.

We tend to supper from an overreliance on technology and service providers are

often not motivated to give good service.

Reliability

Reliability is defined as the ability to perform the promised service

dependably and accurately” or “delivering on its promises [ CITATION Zei06 \l 1033 ] .

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This dimension is critical as all customers want to deal with firms that keep their

promises, and this is generally implicitly communicated to the firm’s customers.

Reliability depends on handling customers’ services problems; performing

services right the first time; provide services at the promised time and

maintaining error-free record. Furthermore, they stated reliability as the most

important factor in conventional service. Reliability also consists of accurate

order fulfillment to keep services promise. They also mentioned that the reliability

is the most important factor in giving services.

Moreover, reliability refers to a degree to which customers can be

measured consistently over time. For example, training gives restaurant

employees a written test measuring knowledge of safety standards to evaluate

safety training programs they attended. The test is given before (post training

and after (post training) employees attended the program. A reliable test allows

the trainer to have confidence that any improvement in post training that allows

the trainer to have confidence that any improvement in post training test score

from pre-training are the results of learning that occurred in the training program

posttest.

Reflects the service provider’s ability to perform the service dependably

and accurately. Reliability includes doing it right for the first time which is one of

the most important services components for customers. Reliability also extends

to providing services as and when promised and maintaining error-free records.

Thus the penchant to over-promised services and leads guest towards unrealistic
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expectations only serves to undermine guests’ tolerance and trust [ CITATION

Kan14 \l 1033 ].

It is regarded as the most important dimension of SERVQUAL model

when the customers evaluating the quality of services commented that reliability

can be described as that whereby a service organization delivers its promised

and the resolution of service problems to customers since the customers want to

count on their providers. They value that reliability it’s three times more important

to be reliable than to have shiny new equipment or flashy uniforms. Doesn’t

mean one can have ragged uniforms and only be reliable service providers have

to do both. But providers’ first and best efforts are better spent making service

reliable. Knowledge is a priority when training new employees. Management

must make sure agents are knowledgeable about products and services and do

not provide any misleading information. If necessary, they can monitor a new

agent the first few days they be on a job to make sure that they providing reliable

information. Be sure to stress the importance of providing accurate information to

the agents as well. Explain that even the smallest bit of poor or false information

can lead to a customer’s asking for a refund, if not worse. The staff must know

the correct answers to potential questions that may arise; if they get one wrong,

keep going over it until they get it right. It is also important that management

continuously expands the list of common questions the organization may receive.

There’s always a chance that rare questions may come up again, so

management wants to be sure that staff have fast easy access [ CITATION Ste08 \l

1033 ].
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As more business realize, excellent customer service can be a

competitive advantage, the big questions is not how to improve service

performance, but how to create a culture of continuous service improvement with

an unwavering focus on customer experience. To successfully and sustainably

differentiable based on service, improving customer experience must be the

responsibility of an entire organization, not only a customer service department.

This engages and motivates employees to improve performance and helps

organizations attract and retain superior talent. A strong service culture leads to

sustained improvements to customer experience and a sustainable competitive

advantage for organizations. The commoditization of products and services

makes competing one price or features hard to sustain. Costumers have more

choice than ever and it is easier than ever to switch suppliers organizations most

must work smarter to create relationships and sustain loyalty. Globalization,

connective technology, and maturing markets also mean customers are

increasingly sophisticated and expectations of superior service are rising

organizations must continuously innovated and improve to create more unique

experiences that customers value. Tis lead to opportunities for higher margins

and helps create relationships with customers that last longer and become more

profitable over time [CITATION Kau16 \l 1033 ].

According to[CITATION Nue10 \l 1033 ] reliability performs to the degree which

customer can be measured consistently over time for example training gives

restaurant employee a written to measuring knowledge of safety standards to

evaluate safety training program they attended. The test id given before (put
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training) and often (post training) employees attended the program. A reliable

test includes items for which the meaning or interpretation does not charge

overtime. A reliability test allows the trainer to have confidence that any

improvement in post training test score from pre training levels are the results of

training that occurred in the training program, not test characteristics (e.g. items

are more understandable the second time) or the test environment.

Assurance

Assurance is defined as the employees’ knowledge and courtesy and the

service provider’s ability to inspire trust and confidence [ CITATION Zei061 \l 1033 ].

According to [CITATION And06 \l 1033 ]assurance may not be so important relative to

other industries where the risk is higher and the outcome of using the service is

uncertain.

In the study by [ CITATION Lew07 \l 1033 ], the goal of assurance is to remove

the anxiety associated with the fact that both consumption and production occurs

simultaneously. Employees can provide assurance to customer by repeating the

order and the time to order is taken and then again when the order is delivered.

Reviewing the order at the time of delivery removes the worry that something will

be wrong.

Moreover, the timeliness and accuracy of the information are very

important in the assurance of the customers of their orders. Giving the real

situation or status of the orders is needed. The sooner the necessary

adjustments can be made; customers should be given a notice as soon as

possible[ CITATION Kot06 \l 1033 ].

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Tangibility

These include the appearance of employees, physical facilities being

offered and equipment which form part of service experience. It translates to the

restaurant’s interiors, the appearance and condition of the cutlery, tableware, and

uniform of the staff, the appearance and design of the menu, restaurant signage

and advertisements. Tangibles are used by firms to convey image and signal

quality [ CITATION Zei06 \l 1033 ]

According to (While Hutchinson 2016) that designing a quality and culturally

appropriate environment for families and their children is a highly complex,

specialized and unique skill. The physical environment including its atmospheric,

layout, equipment and furnishings, and the management of the facility has a

profound impact on families and children’s fun, learning and behavior. Children of

different ages, have unique needs and interest. Parent’s needs must also be met,

we understand the importance of having the design of the entire environment

including the building equipment and its management, assistance, and support,

rather than impede children’s fun, parent’s needs, and enjoyment and staff’s

abilities to accomplish their jobs.

Since service is intangibles, firm must attempt to them tangibles. This is

done by the use of tangibles cues. [ CITATION Lew07 \l 1033 ] In service industry,

particularly the fast food business, staff must maintain a high standard of

appearance at all time during their work. Good grooming is essential to impress

their customers.
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Further, grooming is how you present yourself in front of other depending

on the occasion environment place or situation. You should look charming and

presentable. Take note that your hair is trimmed, you bare properly shaved and

uniform is cleaned and properly ironed, your shoes is polished, and that there are

no broken or missing button, etc. That way they took attractive and presentable,

suited for the waste environment, especially in the service industry. So it is

important to develop a sense of grooming best suited with the environment.

(Anutosh, 2012)

Moreover every profession has its norms our case, being in time in critical

because customers do not want to wait services. We need to be professional in

our appearance that is our dress and attire. It can be seen that several hospitality

and tourism associate wears a uniform; this is a part of their profession. Female

managers wear a business suit (pants or skirt) with a white blouse and polished

dress shoes. When going for an interview you should dress in a business suit.

Men should wear powerful collar ties-red or blue is best-never yellow. Be

discrete, limits ring, no body piercing and no heavy cologne. Women must not

wear to much make up or jewelry.

According to [ CITATION Rol08 \l 1033 ] professionalism procedure must be

designed to conform to professionalism standards, consonant to what is

considered acceptable to the industry and responsive to customers’ expectation.

Professionalism is a quality that is projected in terms of physical projection,

appearance, poise, posture, and body language, verbal projection-quality of

speech, diplomacy, and tact the words and expressions used including the tone,
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volume, non-verbal, and conduct and behavior – practices of basic courtesies,

tolerance for difficult guests and customers compliance to service standards, etc.

Furthermore, according to[ CITATION Lew07 \l 1033 ] . The tangibles dimension

covers the physical facilities, equipment and appearance of service personnel.

Since service is intangible, firms must attempt to make them tangible.

Furthermore, accessibility is strongly related to universal design when the

approach involves “direct access”. This is about making things accessible to all

people (whether they have a disability or not). An alternative is to provide

“indirect access” by having the entity support on the use of a person to achieve

access. Accessibility instruments are thus able to show what are the best

accessible places or opportunities within a city or region, considering one or

more specific modes of transportation, timeslots and target groups. In addition to

this, the maps, which are produced as the instrument output, are considerably

useful when assessing the effects of new developments in a city [CITATION Car11 \l

1033 ]

Empathy

Empathy pertains to the caring, individualized attentions to firms provides

to its customers to show empathy to the guest, the service personnel should

possess the ability to understand the thoughts and feelings to them in such a way

that a sense of trust and comfort is created the destination between an order

taker and sales person. Illustrate this point in simple but compelling the way; one

that lack empathy is an order taker, one who has empathy is a salesperson.
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Furthermore, empathy involves being perceivers oriented rather than

communication oriented. The form of the communication should depend largely

on what is known above the receiver.

Empathy requires communications to place themselves in the shoes of the

receiver in order to anticipate have the message is likely to be decode.

However [ CITATION Sta12 \l 1033 ] stated that the customers want services

that they can depend. In cases where things get out of control, it is important to

notify the customers accordingly. A firm must deliver on its promise day and it

must be cleared customer [ CITATION Lew07 \l 1033 ] To prepare excellent customer

service, companies must develop strategies that will meet today’s outcomes’

needs, empower their employees by developing their skills to be successful, and

properly utilize their technology and information to satisfy and retain their

customers.

Empathy is the individual’s viewpoints and emotions. Remember that the

greater the gap between experiences and background of the communication and

the receiver, the greater is a effort that must be made or find a common ground

of understanding where there are over lapping fields of experiences..

Unfortunately, [ CITATION Sta12 \l 1033 ] stated that empathy alone is not

enough and might even make the matters worse because empathy without

sincerity may make the customer would say, but it is more of putting oneself in

the other person’s shoes.

Responsiveness
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The dimension of responsiveness is defined as the willingness and

readiness of employees to provide a service. This dimension emphasizes

attractiveness and promptness in dealing with customers request, questions,

complaint, and problems responsiveness represents the willingness to help

customer and provide prompt service. It had been said that today luxury in time.

Consequently, service providers’ ability to provide service at a timely manner is a

critical component of service quality for many guests [ CITATION Kan14 \l 1033 ]

Responsiveness pertains to the willingness to help customers and to

provide prompt service. This refers to how well the organization is able to take

care of customer needs. The organization policies and procedure are designed to

improve the customers visit [ CITATION Lew07 \l 1033 ]).

As more businesses realize excellent customer service can be a

competitive advantage the big question is not how to improve service

performance but how to create a culture of conditions service improvement with

an unwavering focus on customer experience. To successful and sustainably

differentiate based on service. Improving customer experience must be the

responsibility of an entire organization not only a customer service department

This engages and motivates employees to improve performance and helps

organization attract and retain talent. A story service culture leads to sustained

improvements to customers experience and a sustainable competitive advantage

for organizations. The commoditization of products and services makes

competing on price or features hard to sustain. Customers have more choice

 26

than ever, and it is easier than ever to switch suppliers. Organizations must work

smarter to create relationships and sustain loyalty. Globalization connective

technology and maturing markets also mean customers are increasingly

sophisticated and expectations of superior service are rising. Organizations must

continuously motivate and improve to create more value for customers,

colleagues, and partners.

Focusing on service means an organization can create more unique

experiences that customer’s value. This leads to opportunities for higher margins

and helps create relationships with customers that last longer and become more

profitable over time [ CITATION Kau16 \l 1033 ].

Empathy involves being receiver oriented rather than communication

oriented. The form of the communication should depend highly on what is known

about the receiver. Empathy requires communication place themselves in the

shoes of the receiver in order to anticipate how the message is likely to be

decoded. Empathy is the ability to put oneself into other people’s rote and to

assume that individuals view points and emotions. Remember that the greater

the gap between the experiences and background of the communicator and the

receiver, the greater is the effort that must be made to find common ground of

understanding where there are overlapping fields of experience. A dimension of

quality resulting from the company’s ability to respond quality and it addresses

the company’s ability to respond promptly that customer satisfaction depends in

large measure or extend by which the dining staff is able to address customer

needs and expectations.

 27

Research Literature

The study contains information from the past studies related to the

researchers study. Such innovative ideas, served as baseline information and

supportive basis in developing the researchers work.

The study by [ CITATION Her17 \l 1033 ] generally aimed to determine the link

between service quality and personality traits of employees in McDonald’s,

Batangas City. They used the service dimensions of reliability, assurance,

tangibles, empathy, responsiveness, openness, conscientiousness, extraversion,

agreeableness and neuroticism. The researchers used the descriptive method of

research. For the statistical treatment, they used the one-way analysis of

variance to establish if there is a significant relationship between the service

quality and personality traits. The survey showed that the majority of the

respondents were 18-29 years old, male, single, college school graduate and

with a monthly income of PhP20,000. The findings of the study revealed that the

respondents’ profiles do not affect the link between service quality and

personality traits in terms of reliability, assurance, tangibles, empathy, and

responsiveness. Furthermore, there is a marked difference in terms of sex while

educational attainment posed a significant difference in the service dimensions of

reliability, tangibility and empathy.

In the study by [ CITATION Gon14 \l 1033 ], the quality of service provided by

selected hotels in Lipa City as perceived by customers was assessed. The

 28

selected hotels included the following: Hotel Ni Mang Jose, La Virgina Hotel and

Resort, Hotel La Corona de Lipa, and Anta Royale Hotel in LIpa City. The study

utilized the descriptive method using a survey questionnaire distributed to 200

customers. It was found out that majority of the respondents are 26-30 years old,

male, college graduate and has an average monthly income below P20,000.

Findings of the study showed that the selected hotels are providing services that

make them more tangible, reliable, empathetic and responsive to the needs of

customers.

In the study of [ CITATION Asi08 \l 1033 ] entitle “Level of Professionalism of

Service Personnel in Casual Dining Restaurant “ they used the descriptive

method research using questionnaires. These respondents were employees on

these selected casual dining restaurants in Batangas City. According to their

study, the respondents assessed the level of professionalism of service

personnel in casual dining restaurant in terms of physical projection, verbal

projection and work coequal and behavior. They found out in their study that

there is no significant difference on the respondents profile regards to

professionalism of service personnel in terms of physical projection and work

projection. On the other hand, in terms in verbal projection, it is found to be

significant as to respondents profile regards to educational attainment.

In the study of [ CITATION Amb15 \l 1033 ] administered a study about quality

dimensions on customer satisfaction of selected carinderias` in Batangas City as

basis for proposed enhancement of carinderia operation. The study aimed to

determine the quality dimensions on customer satisfaction in terms of quality of

 29

food, service, and physical environment. Specifically, the quality dimension on

customer satisfaction was based on the self-evaluation of the chosen customers

of selected carinderias in Batangas City. To achieve the objective of the

research, the researcher made use of the descriptive method employing a

researcher made survey questionnaire. The respondents of the study were 171

customers of selected carinderias in Batangas City.

In the study of [ CITATION Esp17 \l 1033 ] conducted a study about operational

efficiency and customer satisfaction of restaurants as basis for business

operation enhancement. Specifically this study aimed to determine the

operational efficiency of the restaurant in terms of kitchen operations and dining

operations and the level of customer satisfaction of the restaurant business in

terms of: product, policies, people, processes and proactivity as well as the

problems encountered by the restaurant in their operation and customer service.

The researchers used the descriptive type of research to analyse the data that

were gathered. There were nine (9) restaurants at municipalities in District IV of

Batangas. The respondents were selected through purposive sampling including

the 9 managers, 36 employees and 135 customers (1 manager, 4 employees

and 15 customers per restaurant). A survey questionnaire was used to gather

data which were derived from objectives, rationale and literatures to support the

topic then presented for validation. It was concluded that majority of the

restaurants were operating for more than a year with sufficient number of

employees having enough seating capacity that accommodate large volume of

customers. Restaurants were efficient on the aspect of kitchen and dining

 30

operations and sometimes encountered problems. Customers are satisfied in

terms of 5 P’s. It was found out that there was no significant difference in the

operational efficiency of restaurant when grouped according to profile variables.

An action plan for continuous business operation enhancement on operational

efficiency and customer satisfaction was proposed.

According to the study of Ped (2015), service quality refers to the judgment

of costumer regarding superiority of product and similar to attitude. The

measurement of service quality, as perceived by customer arises from

comparison performance. This informs the guest on the delays and other

preparations related problem as magnitude and direction of discrepancy between

perception and expectation.

Synthesis

Related studies gathered by the researchers are similar to the present

study because it discussed about service quality. Important data from the similar

studies helped the researchers to formulate the recommendation of this present

study.

The study of Hernandez (2017) it was discussed the similarities in the

present study were the reliability, assurance, tangibility, empathy and

responsiveness of service quality is tackled. The studies differ with regards to the

type of restaurant of which service quality was assessed

The study of Congco (2014) was related to the present study by both used

descriptive method in order to solve the problem and testing hypothesis and
 31

questionnaire. The only difference is that they are only focused the gaps between

expected service and perceived service.

The study of Asilo (2008) was similar to the present study by both used

descriptive method by using questionnaire. The studies differ from the previous

study because the location of the study is in Lipa City and service quality is aim

of this study not only service personnel.

The study of Ambida and Espino as well as their colleagues were both

parallel to the present study in the manner that both studies believed that proper

service to the customer must be met for each establishment for them to be able

to satisfy their needs and to generate their loyalty. The only difference is that they

only focused on the satisfaction of the customer, not the quality of service.

The study of Ped (2015) is related to this study which both focused to

service of a restaurant. The study differs from the previous study focused on the

quality dimension of selected casual dining restaurant while the present study

focuses on the Service Quality.

 32

Chapter III
RESEARCH METHODOLOGY

The research discusses the techniques and procedures in this study. This

includes of the research design, respondents of the study, sampling design,

measurement and in the research procedures, and statistical treatment of data.

Research Design

The researchers used descriptive method of the research to determine

the service quality in selected casual dining restaurants since it requires the

collection of data in order to test the hypothesis and to arrive at a precise

conclusion. Furthermore, it uses survey questionnaire to gather necessary

information. The data was gathered and interpreted to improve the service

quality.

The researchers believe that this was the most appropriate one in view of

the fact that it helped to explain the information and contributes needed in

assessing the service quality. Also, this ensured to answer the questions raised

since it followed certain process in collecting and obtaining the necessary and

accurate information needed in making this paper. The researchers also believed

that this type of research design is useful to the study. They wanted to find out

the problems and get possible answers service quality of selected casual dining

restaurants in Lipa City.

 33

Respondents of the study

The study covered the service quality in selected casual dining

restaurants in Lipa City.

The data collected from the respondents in selected casual dining

restaurants in Lipa City. The six (8) restaurants are Irori Japanese Restaurant,

Casa Marikit, Lipa Grill, Club Victorina, Culture Lounge and Restaurant, Bigg’s

Diner All-Star, Uncle’s Cheffy, and Hapag Filipino Restaurants. These

respondents of the study were four hundred (400) customers were chosen based

on the statistician recommendation and fifty (50) respondents in each casual

dining restaurant in Lipa City.

This study made use customers of the establishment in Lipa City as these

respondents have the ones who are the knowledgeable enough to answer the

problems in the present study. They answered the questionnaire that the

researchers gave them which supplies the information the researchers need.

Sampling Design

The researcher’s used quota sampling for this study. Quota sampling is

defined as require representative individuals are chosen out of specific subgroup.

They use quota sampling to determine the fixed number or percentage of every

selected customer. The main reason why researchers choose quota samples is

that it allows the researchers to sample a subgroup that is of great interest to the
 34

study. It is a type of sampling which is ideal technique. For this study was to

assess the service quality of eight selected casual diners in Lipa City to achieved

by sampling respondents from their customers who have direct experience of

their services.

Data Gathering Instrument

The researchers constructed a survey questionnaire that served as the

data gathering instrument. The questionnaire was evaluated by the thesis

advisers, panelists, faculty expert, industry, statistician and grammarian. Upon

acquiring approval for the questionnaire, it was subjected to a reliability test of .

888 with a total of 20 respondents. This determined that the questionnaire was

reliable. After the approval and signing of the certificate, a request letter was

made to permit the researchers distribute the questionnaire to their respondents.

The questionnaire was distributed to the customers of the selected casual

dining restaurants in Lipa City. The researchers choose the customer who is

willing to answer the questionnaire. The questionnaire was composed of two

parts; the first part is the demographic profile of the casual dining restaurant in

terms of age, sex, civil status, educational attainment and monthly income. The

second part service quality of selected casual dining restaurant in Lipa City

in categories of reliability, assurance, tangibility, empathy and responsiveness.

The items in these categories were rated by as likert scale with the strongly

agree, agree, dis agree and strong disagree. The range values was used as the

basis for the interpreting the computed weighted mean of each of the attributes of

five dimensions of service quality.

 35

Weight Range Verbal Interpretation

4 3.50-4.49 Strongly Agree
3 2.50-3.49 Agree
2 1.50-2.49 Disagree
1 1.00-1.49 Strongly Disagree

Table 3.1
Likert Scale Used in the Researcher-made Questionnaire

Data Gathering Procedure

The data for this research were collected using the survey questionnaire

and informal interview. At first, the researchers conducted a dry-run in Wanam sa

Bukid and Hot-sai Batangas City, because of the more casual dining restaurants

which are exactly the need of the researchers. The researchers went to the

casual dining restaurants and then presented the letter to the manager or

supervisor for the distribution of the questionnaire. Regarding to the internal

interview which requires direct answers from a representative of the casual

dining restaurants, they limit us in gathering data because sharing private

information are prohibited, there were some respondents who are not allowed to

relay private information on how the company operation goes. We conduct

survey during our weekends and during vacant period. The respondents didn’t

have enough time to accommodate us for the reason that each and every

establishments were too crowded, but later on we finally approached some of

them to help us in our research study.

 36

Next the researchers conducted the actual survey in the selected casual

dining restaurant in Lipa City. They sought the approval of the manager for the

distribution of questionnaire. The researchers guide some of the respondents

who have clarification in answering the questionnaire and interview.

Lastly, when the respondents completely answered the entire questionnaire

the researchers tallied, tabulated and interpreted the data for statistical analysis.

Statistical Treatment of Data

The data gathered from the questionnaires were analyzed and interpreted

through the use of the following statistical procedures. The researchers used four

statistical treatments namely percentage, weighted mean, independent t-test and

one-way analysis of variance (ANOVA) discussed below.

Percentage. This was used to determine the frequency distribution of

respondents according to the demographic profiles of age, sex, civil status,

educational attainment and monthly income.

Weighted Mean. This was used to: 1) compute the mean or average of

the four responses (see Table 3.1 for assigned weights) of each of the 35 items

in the service quality questionnaire; 2) composite or overall mean of each of the

five dimensions of service quality.

Independent T-Test. This was used to determine the difference between

the assessments of service quality when grouped according to their profile

variable.

One Way Analysis of Variance. This was used to determine if there is

significant difference on the respondents’ assessment of the dimensions of

 37

service quality of the selected casual dining restaurants when grouped according

to age, sex, civil status, educational attainment and monthly income

 38

CHAPTER IV
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
This chapter deals with the preparation, analysis and interpretation of data

obtained from the respondents of the study. The data that were gathered through

sets of questionnaire were presented here using tables. The tables were then

analyzed and carefully interpreted to come up with the answers about the

Service Quality of Selected Casual Dining Restaurant in Lipa City.

1. Profile of the Respondents

This section explores the demographic variables of the sample group. The

demographic data consisted of age, sex, civil status, educational attainment,

and monthly income. All of the respondents filled all the fields in the profile

section of the questionnaire. The frequencies and percentages are presented

in tables for each variable.

1.1 Age

Table 4.1.1 presents the frequency and percentage distribution of the

respondents in terms of age.

Table 4.1.1
Distribution of Respondents in Terms of Age

Age Bracket Frequency Percentage

18-35 years old 188 47
36-55 years old 152 38
56 years old and Above 60 15
Total 400 100

The table showed that the age bracket of 18-35 years old has higher

frequency with 188 which is equivalent to 47 percent. Next to it, are those who
 39

belong to 36-55 years old with the frequency of 152and is equivalent to 38, Lastly

56 years old and above with the frequency of 60 and is equivalent of 15 percent.

The researchers believe that 18-35 years old because the young ones

are willing to answering the questions. Respondents showed the most interest in

participating in the survey it also showed that casual diners attract customers

from this age group the most. College students and young professionals have a

tendency to dine out because of their busy lifestyle. On the other hand, only a

handful of respondents aged 56 and above was surveyed. Data revealed that

old people prefer to eat home-cooked food.

This findings is similar to this study conducted by Almares (2014) which

revealed that being young adults, they are curious try everything and it is fact that

most of young people now has a high spirit to enjoy for life and to get exposed to

this area of experience much better than older people.

1.2 Sex

This table displays the frequency distribution and percentage of

selected casual dining restaurants in Lipa City in terms of their Sex.

Table 4.1.2
Distribution of Respondents in Terms of Sex

Sex Frequency Percentage

Male 227 56.8
Female 173 43.2
Total 400 100
 40

As presented in table 4.1.2, majority of the respondents are male with a

percentage of 56.8 and a frequency of 227. It was followed by female with a

percentage of 43.2 and a frequency of 173.

Gender differences showed that more males dine in casual dining

restaurants this could be attributed to the reason that males have typically bigger

appetites than females and want the healthier options, great-tasting food and

convenience that casual dining offers. They have enough time to go out with

friends after work and or school. This may also mean that the males would

rather have their relaxation and have entertainment than most females.

According to [ CITATION Rac06 \l 1033 ] men were more likely than women to

go to restaurants. It’s no surprise that women are more likely than men to be on

diets and are more dissatisfied with their body weight and shape. Men are

obviously more accepting of their bodies and as a result seem to have a more

relaxed approach about their food choices. Men are more likely to see the

experience as a way of showing off; whether by getting into the latest hot

restaurant, scoring the best table, getting treated as a valued regular, or by

slapping down the old credit card and paying for everyone.

1.3 Civil Status

The table shows the Civil Status, and displays the frequency distribution

and percentage of selected casual dining restaurants in Lipa City.

 41

Table 4.1.3
Distribution of Respondents in Terms of Civil Status

Civil Status Frequency Percentage

Single 218 54.5
Married 135 33.8
Widow/Widower 30 7.5
Separated 17 4.3
Total 400 100

Table 4.1.3 shows the distribution of selected casual dining restaurants in

terms of Civil Status based on customers. Single got the highest frequency of

218 with a percentage of 54.6 percent. Next to it, Marriage has the frequency of

135 with a percentage of 33.8 percent. Followed by the Widowed/Widower have

a frequency of 30 with a percentage of 7.5 percent. Lastly, the Separated got a

lowest frequency of 17 with a percentage of 4.3 percent.

Based on the findings it is reflected that the most of the respondents were

single which has the highest percentage. Out of 400 surveyed customers, 218 or

54.5 percent are single. Based on the researcher’s surveys, singles customers

are the highest percentage because single individual are the one to have the

capacity to enjoy life to the fullest, no responsibilities, and if they are working they

can enjoy what earn for themselves to go places and adventure new experience.

They can afford to eat in the casual dining restaurant because they have enough

money. They are the one who has the time who avail those services students

who are tending to be single are freer to decide when decision making takes

place.
 42

According to [CITATION Sch \l 1033 ] single people are free and have a time to

go outside and spend their money and time wisely. They do not have children to

be attend to rather than married people who get very busy on their family.

1.4 Educational Attainment

Table 4.1.4 presents the frequency distribution of the respondents in

terms of Educational Attainment.

Table 4.1.4
Distribution of Respondents in Terms of Educational Attainment

Educational Attainment Frequency Percentage

Elementary Level/Graduate 26 6.5
High School Graduate 174 43.5
College Graduate 170 42.5
Post Graduate Degree 30 7.5
Total 400 100

The table presents the Educational Attainment of the respondents. It showed

that educational attainment got the highest frequency of 174 with a percentage of

43.5 percent. Followed by a College Graduate which got the frequency of 170

with a percentage of 42.5 percent. Then Post Graduate Degree having a

frequency of 30 with a percentage of 7.5 percent. Followed by a Elementary

Level/Graduate which got a frequency of 26 with a percentage of 6.5 percent.

Majority of the respondents are high school graduates followed closely by

college graduates. It shows the employability and spending ability of respondents

who are either high school or college graduates. Meanwhile, there are only a

small percentage of respondents whose highest educational attainment is an

elementary education and a slightly higher number of respondents who pursued

a post graduate degree.

 43

According to Lenny (2011) it has been show that people with less education

often have fiver choices and option in life.

1.5 Monthly income

Table 4.1.5 shows the frequency distribution of the respondents

according to their monthly income.

Table 4.1.5
Distribution of Respondents in Terms of Monthly Income

Monthly Income Frequency Percentage

Below ₱ 20,000 128 32
₱ 20,001-₱ 25,000 93 23.3
₱ 25,001-₱ 30,000 96 24
₱ 30,001-₱ 35,000 59 14.8
₱ 35,001and above 24 6.0
Total 400 100

It showed the below ₱ 20,000 got the highest frequency of 128 with a

percentage of 32 percent. Followed by ₱ 25,001- ₱ 30,000 have a frequency of

96 with a percentage of 24 percent. Then, ₱ 20,001- ₱ 25,000 which got a

frequency of 93 with the percentage of 23.3 percent. The ₱ 30,001- ₱ 35,000 got

a frequency of 59 with a frequency of 14.8 percent. Lastly, the 35,001- and above

got the lowest frequency of 24 and a percentage of 6.0 percent. Majority of the

respondents were below ₱ 20,000.

The findings revealed that majority of the respondents have a monthly

income below ₱ 20,000. It may seem interesting that the lower-income

respondents spend more on casual dining restaurants, but this can also mean

that higher-income individuals may choose fine dining over casual dining.
 44

Respondents who earn more may be busier with work or business that dining out

is less of an occurrence.

According to Kenn (2012) consumer income is also an important issue for

marketers. Having a product that meets the needs of consumers may be little

value if they are unable to afford it. A consumer’s ability to buy is related to

income. Low income people may choose to occasionally dine out and in many

cases those reasons are so powerful as to make grabbing dinner the best

possible option.

2. The respondents assess the service quality in selected casual dining

restaurants in Lipa City.

This section presents the service quality of selected casual dining

restaurants in terms of reliability, assurance, tangibility, empathy and

responsiveness.
 45

2.1 Reliability

The table 4.2.1 presents the service quality of selected casual dining in

terms of reliability.

Table 4.2.1
Assessment of the Service Quality of Casual Dining Restaurants
in Terms of Reliability

Reliability- Ability to perform the promised Weighted Verbal

service dependably and accurately. Mean Interpretation
1. The restaurant promises to deliver service 3.66 Strongly
in a given time. Agree
2. The employees show sincere interest in 3.58 Strongly
solving problems of customers. Agree
3. The employees perform the service right at 3.59 Strongly
the first time. Agree
4. The restaurant keeps customers informed 3.53 Strongly
about when service will be performed. Agree
5. The employees ensure getting correct 3.53 Strongly
orders from customers. Agree
6. The restaurant provides accurate bills to 3.54 Strongly
customers. Agree
7. The employees are alert in responding to 3.57 Strongly
customer needs and guest. Agree
COMPOSITE MEAN 3.57 Strongly
Agree

Table 4.2.1 presents the assessment of the service quality of selected

casual dining restaurant in terms of reliability. The composite mean of 3.57 with a

verbal interpretation of strongly agree determines that the casual dining

restaurants have a strongly agree in reliability.

 46

Among the indicators, the items “The restaurant promises to deliver

service in a given time got the highest weighted mean of 3.66, The employees

perform the service right at the first time with the weighted mean of 3.59 both

with verbal interpretation of strongly agree. On the other hand, the indicators

“The restaurant keeps customers informed about when service will be performed

and The employees ensure getting correct orders from customers got the lowest

weighted mean of 3.53with verbal interpretation of strongly agree.

Overall, reliability is a dimension of service quality that the selected casual

dining restaurants in Lipa City recognize to improve their competitive advantage

over other similar restaurants in close proximity to their location. Through

maintaining reliability in their services, the casual dining restaurant operators can

differentiate their services.

In the study of [ CITATION Lew07 \l 1033 ] to determine reliability a firm must

deliver on its promise. Delivering the items early is not always recommended

unless the guest must give permission to do so, as the guest may be

inconvenienced by the early arrival of order.

 47

2.2. Assurance

Table 4.2.2 presents the service quality of selected casual dining

restaurants in terms of assurance.

Table 4.2.2
Assessment of the Service Quality of Casual Dining Restaurants
in Terms of Assurance

Assurance- Knowledge and courtesy of staff Weighted Verbal

and their capability to convey trust and Mean Interpretation
confidence
1. Confidence is reflected in the employees’ 3.52 Strongly
behavior. Agree
2. You feel safe in your transactions with this 3.50 Strongly
restaurant. Agree
3. Employees in the restaurant have the 3.52 Strongly
knowledge to answer questions. Agree
4. You can trust the employees of the 3.55 Strongly
restaurant. Agree
5. Employees in the restaurant show 3.47 Agree
friendliness with respect.
6. The employees are consistently polite. 3.47 Agree

7. The employees are courteous at all times. 3.43 Agree

COMPOSITE MEAN 3.49 Agree

Based on Table 4.2.2, the assessment of the service quality of selected

casual dining restaurants in terms of assurance. The item “You can trust the

employees of the restaurant” got the highest weighted mean of 3.55, “Confidence

is reflected in the employees behavior” with the weighted mean of 3.52 and

“Employees in the restaurant have the knowledge to answer the question with

the weighted mean of 3.52 with the verbal interpretation of strongly agree. On the

other hand, the item “Employees in the restaurant show friendliness with respect”
 48

and “The employees are consistently polite” which got the lowest weighted mean

of 3.47 with both verbal interpretation of agree.

The casual dining restaurant owners and managers must recognize the

role of the employees in making their customers feel assured of the quality of

their services through proper selection and training of employees. Results

showed that customers need more assurance in the services provided to them.

To resolve this, employees have to possess sufficient knowledge and display

courtesy at all times in order to gain the trust and confidence of customers.

According to [ CITATION Lew07 \l 1033 ] this being done by the casual dining

employees In this study through the quality of services performed by them and

the satisfaction of their customers as evidence by evaluation of customers who

served as respondents in the study.

2.3. Tangibility

Table 4.2.3 presents the selected casual dining restaurants in

terms of tangibility.

Table 4.2.3
Assessment of the Service Quality of Casual Dining Restaurants
in Terms of Tangibility

Tangibility- The appearance of the physical Weighted Verbal

facilities, equipment personnel and mean Interpretation
communication materials.
1. The restaurant has modern cooking 3.74 Strongly
equipment. Agree
2. The physical facilities of the restaurant are 3.62 Strongly
visually appealing. Agree
3. The restaurant has convenient business 3.61 Strongly
hours. Agree
 49

4. The restaurant is well-decorated. 3.55 Strongly

Agree
5. This restaurant has a good prohibition in 3.52 Strongly
designated area. Agree
6. The menu of the restaurant is attractive 3.51 Strongly
and readable Agree
7. The restaurant has visually attractive 3.53 Strongly
parking areas and building exteriors Agree
COMPOSITE MEAN 3.58 Strongly
Agree

As a reflected in Table 4.2.3, the service dimension of tangibility gained a

composite mean of 3.58 with a verbal interpretation of strongly agree. It can be

gleaned from the above information that having modern cooking equipment is top

on the list with a weighted mean of 3.74 and a verbal interpretation of strongly

agree. It was followed by having physical facilities that are visually appealing with

a weighted mean of 3.62 and a verbal interpretation of strongly agree.

Meanwhile, the restaurant having a good prohibition in designated area got a

weighted mean of 3.52 and a verbal interpretation of strongly agree. Lastly,

having an attractive and readable menu got the lowest weighted mean of 3.51

and a verbal interpretation of strongly agree.

Customers place high value to the tangible aspects of the restaurants

because it is the aspect of service that are the most visible to customers and

gives the perception of high quality. The tangible components of the restaurants

have an immediate positive impact on the perceived importance of the tangible

dimension in service quality as revealed in the results of the assessment.

According to [ CITATION Hut17 \l 1033 ])

 50

2.4. Empathy

Table 4.2.4 presents the service quality of selected casual dining

restaurants in terms of empathy.

Table 4.2.4
Assessment of the Service Quality of Casual Dining Restaurants
in Terms of Empathy

Empathy- The caring, individualized attention Weighted Verbal

the firm provides its customer. Mean Interpretation
1. The restaurant has employees who give 3.66 Strongly
you individual attention. Agree
2. The restaurant has your best interest at 3.54 Strongly
heart. Agree
3. The restaurant has preparing hours 3.55 Strongly
convenient to all their customers. Agree
4. Employees in the restaurant understand 3.44 Strongly
your specific needs. Agree
5. When customers have a problem 3.41 Strongly
regarding their service, this dining Agree
restaurant is sympathetic and reassuring.
6. Warm and pleasant smile is projected by 3.42 Agree
the employees in attending to the
customer.
7. The customer complain is satisfactorily 3.42 Strongly
and tactfully handled Agree
COMPOSITE MEAN 3.49 Strongly
Agree

Based on Table 4.2.4, the assessment of the service quality of selected

casual dining restaurants in terms of empathy. The item “The restaurant has

employees who give you individual attention” with the highest weighted mean of

3.66, “The restaurant has preparing hours convenient to all their customers”

which got the weighted mean of 3.55 and “The restaurant has your best interest

at heart” which got the weighted mean of 3.54. With both verbal interpretation of

strongly agree. On the other hand, the items “When customers have a problem
 51

regarding their service, this dining restaurant is sympathetic and reassuring got

the lowest weighted mean of 3.41 with the verbal interpretation of strongly agree.

This reflects the level of appreciation and the kind of feelings that

customers have toward the service quality of casual dining restaurant

employees. This shows that employees need not only be trained to be efficient in

their technical skills, but the management of casual dining restaurants in Lipa

City must recognize the importance of empathy in ensuring customer

satisfaction.

In the study of [ CITATION Lew07 \l 1033 ] pertains to caring. Individualized

attention provide to its customer. This is exhibited in the casual dining restaurant

employees as proven in evaluation of the customers who serves as respondents

in this study.

2.5 Responsiveness
 52

Table 4.2.5 presents the service quality of selected casual dining

restaurants in terms of responsiveness.

Table 4.2.5
Assessment on the Service Quality of Casual Dining Restaurants
in Terms of Responsiveness

Responsiveness- Willingness to help Weighted Verbal

customers and provide prompt service. Mean Interpretation
1. Employees in the restaurant show 3.62 Strongly
willingness and readiness to provide Agree
service.
2. Employees in restaurant are never too 3.50 Strongly
busy to respond to your request. Agree
3. Employees in the restaurant answer and 3.54 Strongly
return calls courteously and quickly Agree
4. Employees in the restaurant are attentive 3.51 Agree
to the customer’s needs
5. Employees in the restaurant are very quick 3.52 Agree
in getting orders and billing
6. The employees always welcome the 3.49 Agree
customers
7. The restaurant is open for suggestions and 3.50 Agree
comments of customers.
COMPOSITE MEAN 3.52 Agree

Based on table 4.2.5 the Assessment on the Service Quality of Casual Dining

Restaurants in Terms of Responsiveness. The items “Employees in the

restaurant show willingness and readiness to provide service” with a weighted

mean of 3.62 and “Employees in the restaurant answer and return calls

courteously and quickly” with a weighted mean of 3.54 verbal interpretation of

strongly agree. The lowest weighted mean is “The employees always welcome
 53

the customers” which got the lowest weighted mean of 3.49 with the verbal

interpretation of agree.

It can be gleaned from the result of the assessment that to some extent,

customers agree that the selected casual dining restaurants showed

responsiveness in their service. Service quality can be further improved if

restaurants pay more attention to responsiveness as an equally important driver

of customer satisfaction.

According to [ CITATION Lew07 \l 1033 ], its pertains to the willingness to help

customer and to provide prompt service. This refers to how well the organization

is able to take care of customer’s needs. Based from the evaluation made by the

customers who served as respondents in this study, the employees of casual

dining restaurants are able to show responsiveness in dealing with customers.

This is proven by the agreement of the respondents to the statements in

responsiveness of which employees of casual dining restaurants in Lipa City.

 54

3. Differences in the respondents’ assessment of service quality in selected

casual dining restaurants in Lipa City when grouped according to profile.

This section shows the differences on the assessment of service quality in

selected casual dining restaurants in terms of age when group according to

profile.

Table 4.3.1
Difference in the Respondents’ Assessment of Service Quality
in Terms of Age

Variables ,p-values Computed Decision on Ho Verbal

f-values Interpretation
Reliability .53 .64 Failed to Reject Not Significant
Assurance .02 3.89 Reject Significant
Empathy .16 1.87 Failed to Reject Not Significant
Responsivenes .002 6.42 Reject Significant
s
Tangibility .002 6.13 Reject Significant

Table 4.3.1 presents the differences in the respondent’s assessment of

service quality in terms of age. For all phases, Reliability with an f-value of .64

and p-value of .53, empathy with an f-value of 1.97 and p –value of.16 is greater

than .05 at 5% significance level, failed to reject the null hypothesis. Assurance

with an f-value 3.89 and a p-value of .02, responsiveness with f-value of 6.42 and

p-value of .002 and lastly, tangibility which got an f-value of 6.13 and a p-value of

.002, rejected the null hypothesis and did not have significant difference in

customers’ perception in terms of age.

According to the study, the age of a person affects how he or she

perceives the service dimensions of assurance, responsiveness and tangibility of

service quality of casual dining restaurants.

 55

Reliability with an f-value of .64 and p-value of .53, empathy with an f-

value of 1.97 and p –value of.16 is greater than .05 at 5% significance level,

failed to reject the null hypothesis. Assurance with an f-value 3.89 and a p-value

of .02, responsiveness with f-value of 6.42 and an p-value of .002 and lastly,

tangibility which got an f-value of 6.13 and a p-value of .002, rejected the null

hypothesis and did not have significant difference in customers’ perception in

termes of age.

According to the researchers, the respondents have the same assessment

of reliability in terms of age. This could be due to all customers in all age group

perceived that the restaurants have the ability to perform the promised service.

Results reflected the service provider’s ability to perform the service dependably

and accurately. Reliability includes doing it right for the first time which is one of

the most important service components for customers. Reliability also extends to

providing services as and when promised and maintaining error-free records.

Thus, the penchant for over-promised services leads guest towards unrealistic

expectations and only serves to undermine the guest’s tolerance and trust

(Kandampully, 2014).

Table 4.3.2
Difference in the Respondents’ Assessment of Service Quality
in Terms of Sex

Variables p-values Computed Decision on Ho Verbal

t-values Interpretation
Reliability .46 -.74 Failed to Reject Not Significant
Assurance .16 1.41 Failed to Reject Not Significant
Empathy .18 -1.34 Failed to Reject Not Significant
Responsivenes .66 .45 Failed to Reject Not Significant
s
 56

Tangibility .64 -.47 Failed to Reject Not Significant

Reliability with an f-value of -.7.4 and p-value of .46, assurance with an f-

value of 1.41 and p-value of .16, empathy with an f-value of -1.34 and p-values of

.18, responsiveness with an f-value of .45 and p-value of .66, and tangibility with

an f-value of -.47 and p-value .64, all lower than .05 at 5% significance level,

failed to reject the null hypothesis. Therefore, there is no significant difference in

how customers perceive the five dimensions of service quality with regards to

sex.

It can be gleaned from results of the assessment that since the p-values of

reliability, assurance, empathy, responsiveness and tangibility are all higher than

0.5 level of significance, then the computed values were found to be not

significant that resulted to the failure to reject the null hypothesis.

Based on the observation of the researchers, they found that male and

female have the same perception when it comes to reliability, assurance,

empathy, responsiveness and tangibility of service quality of casual dining

restaurants. In general, they are satisfied with the quality of service that casual

dining offers.

Results further showed the difference between male and female

expectations of service quality. Both male and female have high expectations of

receiving the service at the time that is promised. The biggest difference that can

be noted is that employees are never too busy to answer the wishes of the

customers, female expectations are higher than male expectations. The males
 57

have lower expectations of employees being never too busy to answer questions

from customers. (Kabir et al., 2010)

Table 4.3.3
Difference in the Respondents’ Assessment of Service Quality
in Terms of Civil Status

Variables p-values Computed Decision on Ho Verbal

f-values Interpretation
Reliability .002 5.20 Reject Significant
Assurance .11 2.01 Failed to Reject Not Significant
Empathy .03 2.92 Reject Significant
Responsivenes .003 4.63 Reject Significant
s
Tangibility .000 6.37 Reject Significant

This table shows the difference in the respondent s assessment of service

quality in terms of civil status. Tangibility with an f-value of 6.37 and p-value of .

000. Rejected the null Assurance with an f-value of 2.01 and p-value of .11, failed

to reject the null hypothesis. Reliability with an f-value of 5.20 and p-value of .

002, empathy with an f-value of 2.92 and p-value of .03, responsiveness with an

f-value of 4.63 and p-value of .003, and the hypothesis and did not have

significant difference in customers’ perception in terms of civil status.

However, the researchers found out that civil status greatly affects the

customer’s perceived notion of service quality in terms of reliability, empathy,

tangibility, and responsiveness in casual dining restaurants.

Results shown in Table 4.3.3 are supported by the literature of Berkowltz

et al. (2007) who mentioned that young singles are fickle-minded and could
 58

easily change what they want, hence, they are those who are easier to please.

Young married couples without children are typically more affected than young

single because both spouses are usually employed. Young married with a new

baby may experience a decline in disposable income because spouses may

back on working hours and must pay for necessities of the new arrival.

Table 4.3.4
Difference in the Respondents’ Assessment of Service Quality
in Terms of Educational Attainment

Variables p-values Computed Decision on Ho Verbal

f-values Interpretation
Reliability .03 3.08 Reject Significant
Assurance .001 5.43 Reject Significant
Empathy .000 8.13 Reject Significant
Responsiveness .13 1.91 Failed to Reject Not Significant
Tangibility .055 2.55 Failed to Reject Not Significant

The respondent profile in relation to educational attainment was also given

consideration in the study. Table 4.3.3 shows the difference in the respondents’

assessment of service quality when grouped according to educational

attainment.

Table 4.3.4 presents the difference in the respondents’ assessment of

service quality according to educational attainment. Responsiveness with an f-

value of 1.91 and p-value of .13 and tangibility with an f-value of 2.55 and p-value

of .055 , failed to reject the null hypothesis. The reliability with an f-value of 3.08

and p-value of .03, assurance with an f-value of 5.43 and p-value of .001 and

empathy with an f-value of 8.13 and p-value of .000. Rejected the null hypothesis
 59

and did not have significant difference in customers’ perception in terms of

educational attainment

Based on the findings of the assessment, the researchers found out that

educational attainment poses a significant difference in the perception of the

dimensions of reliability, assurance and empathy of service quality in casual

dining restaurants. It shows that individuals with different educational attainment

have different perceptions of the service offered by casual dining restaurants.

The kind of education a person possesses also largely contributes to his/her

decision when it comes to responsiveness and tangibility of service quality.

According to Ortega (2008), educational attainment is a considerable factor when

assessing service quality. This will measure the capabilities of an employee

performing his or her task.

Table 4.3.5
Difference on the Respondents’ Assessment of Service Quality
in Terms of Monthly Income

Variables p-values Computed Decision on Ho Verbal

f-values Interpretation
Reliability .049 2.41 Reject Significant
Assurance .19 1.55 Failed to Reject Not Significant
Empathy .83 .38 Failed to Reject Not Significant
Responsivenes .10 1.94 Failed to Reject Not Significant
s
Tangibility .17 1.61 Failed to Reject Not Significant

The table 4.3.5 shows the difference in the respondents’ assessment of

service quality when grouped according to monthly income. Reliability with a f-

value of 2.41 and an p-value of .049 which got the highest, rejected the null
 60

hypothesis and have a significant difference in the customers’ perception.

Assurance with an f value of 1.55 and p-value of .19, empathy with an f-value of .

38 and p-value of .83, responsiveness with an f-value of 1.94 and p-value .

10, and tangibility with an f-value of 1.61 and p-value of 17 failed to reject the null

hypothesis.

According to the researchers, the respondents have the same perception

of assurance, empathy, responsiveness and tangibility in terms of monthly

income.
 61

Table 4.4
Proposed Strategies

Variables/Key Findings Objectives Proposed Persons Time Frame Success Indicator

Areas Strategies Involved
Reliability I want the To provide Make sure that the Owner, As much as needed Facilitates service
restaurant to reliable and product or service is Manager recovery
keep customers accurate received as
informed about information promised.
when service about the food
will be service.
performed. Conduct training to As soon as possible
update the skills of Standardized
employees and staff Owner, response to
I want the with the best Manager common service
employees to To provide a practices in the failure
ensure getting quality of casual dining
the correct service within experience.
orders from an efficient
customers. time.
Assurances I want the To ensure the Attention must be Owner, As soon as possible It will attract more
employees to be delivery of given to the Manager customers and will
courteous at all quality customers. generate income.
times. customer care.
As soon as possible
I want the Develop the Customers are
employees to be To provide standard operating Owner, satisfied with the
consistently customers with procedures. Manager quality of service
polite. high quality given by the
product and restaurant.
raise customer
satisfaction.
Responsiveness The employees To make the Make sure the Owner, As soon as possible Customers will be
always welcome guests feel operation continues Manager satisfied with the
 62

the customers welcome. to provide quality quality of service

service and make a that the casual
profit. dining restaurant
Employees in To assess the As soon as possible offers.
the restaurant needs and Conduct training
are never too wants of the that will develop the Owner,
busy to respond customers time management Manager Customer loyalty.
to your request. efficiently. skills of all the
employees.

Empathy When To assess the Hire more Owner, As soon as possible More customers
customers have ability to be employees that are Manager and more profit
a problem approachable, knowledgeable
regarding the caring and about the quality of
service, understanding. service.
employees are
sympathetic and
reassuring. Provide a quality of As soon as possible
To anticipate service to avoid the Customers are
The customer and respond to complaints of the Owner, satisfied with the
complains is the needs of customers. Manager quality of service
satisfactorily customers. given by the casual
and tactfully dining
handled.
 63

Chapter V
SUMMARY, FINDINDS, CONCLUSION AND RECOMMENDATIONS

This chapter presents the summary of the study, the findings from the

statistically analyzed data, the conclusions derived from the findings and the

recommendations defined the gathered data.

Summary

This study entitled service quality of selected casual dining restaurant

Lipa City aimed to determine the profile of respondents of the selected casual

dining restaurants in terms of age, sex, civil status, educational attainment,

monthly income and the respondents assessment the service quality in terms of

reliability, assurance, tangibility, empathy and responsiveness.

In the first objective is about the profile of respondents of the selected

casual dining restaurants in terms of age, sex, civil status, educational attainment

and monthly income.

The second objective is about the respondents assessments the service

quality of selected casual dining restaurants be describe in terms of reliability,

assurance, tangibility, empathy and responsiveness. The researchers used the

Servqual Model to see the service features in casual dining restaurants is proper.

Statement of the problem determined the significant difference on service

quality when grouped according to profile of respondents. The researchers found

out there is no significant differences on the assessments of the respondents.

For the third objectives, the researchers identified what recommendation

may be proposed based on the findings.

 64

The research design used in the study was the descriptive method of

research with the questionnaire as the main instrument data gathering. The

respondents of the study involved the customers from selected casual dining

restaurants in Lipa City which are Irori Japanese Restaurant, Bigg’s Diner All-

Star, Hapag Filipino Restaurants, Uncle Cheffy, Lipa Grill, Casa Marikit

Restorante Italiano, Culture Lounge and Restaurant and Reyes Barbecue.

Findings

After the analysis and interpretation of gathered data, the researchers

were able to come up with the following findings:

1. The age 18-35 years old has the higher frequency with 188 which is

equivalent to 47 percent. Next to it, are those who belong 35-55 years old

with the frequency of 152 equivalent to 38. Lastly, is the 56 years old and

above with 60 respondents equivalent to 15 percent. This only showed

that the most of the respondents have the

2. The respondents assessment on the service quality on selected casual

dining restaurants in terms of reliability got the composite mean of 3.57

and interpretation of strongly agree. It showed that the problem number 7

got the highest weighted mean with an interpretation of strongly agree.

3. It showed that there is only no significant difference on the reliability when

grouped according to profile variable of sex.

Conclusion

Based on the problems and findings of the research study, the

following conclusions are generalized.

 65

1. Majority of the respondents of eight casual dining restaurants belong to

the 18-35 age bracket, male, single, high school graduates and below

₱20,000 monthly income

2. The restaurants conducted service quality in terms of reliability,

assurance, tangibility, empathy and responsiveness.

3. There are no significance differences the respondents on reliability when

grouped to the profile variables of sex.

Recommendations

1. Continues hiring of people who are hardworking and have dedication to

their work. Giving more training and other related activities to enhance

employee’s skills and performance.

2. Defining the quality for each service by the manager. Then they supervise

and evaluate the performances regularly to ensure that standards are met.

3. The researchers recommend that the restaurant management consistently

exercise the service dimensions of reliability, assurance, tangibility,

empathy and responsiveness for casual dining restaurants to enhance

service quality for increased customer satisfaction. Training the staff in

these areas is also highly recommended.

 66

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