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LYCEUM OF THE PHILIPPINES UNIVERSITY-CAVITE

Governor’s Dr, General Trias, Cavite.

Tel. No.: (046) 484 8091

Title:

Analyzing Customers’ Satisfaction of People with Disabilities in the Selected Casual Dining

Restaurant in City of Dasmariñas, Cavite  

GROUP 1

Proponents:

Abilon, Sean Karl

Alindog, Rina Ysabel

Punzalan, Giezelle

Rosell, Mhar Krenztom

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CHAPTER I

Background of the Study

A restaurant is not just a place to eat. It is also a place to have fun, to socialize in a

comfortable environment, and most specially to fulfill their satisfaction. Every restaurant’s main

purpose is to provide a comfortable experience and quality service. Eating in a restaurant might

seem fun but having a disability will make issues for someone. People with disabilities are those

who are diagnosed with potential disease that affects their certain ability for a long period of

time. This brings an unnecessary frustration and disappointment to those people who experience

this which may affect the overall customer satisfaction of the restaurant.

The food service industry here in the Philippines is on the rise and could easily modify

their flexibility in terms of helping the communities in serving quality wise good products. In the

Philippines, based on the 2010 Census of Population and Housing (CPH, 2010), it is estimated

that about 1.443 million persons or 1.57% percent of the population has a disability, and its

highest among the age are 15-49 years of age. According to Dattilo et al., (2002), leisure and

spontaneous activities contributes to the quality of life of people with disabilities, which help

them to make their lives more bearable, relieving tensions, and building and maintaining

relationships with family and friends. Previous research showed that PWDs have the right to

obtain adaptive skills to engage in regular social interaction through dining out in restaurants or

participating in recreational activities (Van Naarden Braun et al.., 2006) Hence, PWDs has the

right of access to enjoy their leisure activities which includes spending time eating in a casual

dining restaurant.
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There are barriers that people with disabilities often face in terms of their utilization and

demands for a better access in a restaurant industry. Specific barriers happen to the disabled

people faces specifically in a restaurant, is the moment when they enter the place. Starting with

parking which many has encountered and approaching the venues due to lacking in usage of

ramps and handrails. The result from the survey that Papworth Trust conduct from disabled

people in the UK, 14% are having difficulties in visiting a restaurants or pubs, and 22% are

having a struggle whether they spend their free time due to accessibility compared to people

without disabilities. Difficulties in accessibility will decrease in meeting the needs and

expectations of the customers which may result of poor customer satisfaction. Thus, improving

the accessibility in the restaurant is urgently needed to be more accessible and convenient for

people with disabilities.

Customer Satisfaction is one of the vital factors in hospitality industry. Hence, poor

customer satisfaction will cause an issue in the restaurant’s reputation. Having a good reputation

simply indicates that the restaurant is trustworthy and honest. In attaining a good reputation,

factors such as providing a quality in terms of products, services, employees, and customer

services and safety of products and services must be consider. Moreover, having a good

reputation lets the customers know that the restaurant is reliable in terms of delivering the

highest quality of goods and services. This shows that the restaurant value its costumer and

assures them that meeting their needs and expectations are its main priority.
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Moreover, the researchers aim to analyze the customer’s satisfaction of people with

disabilities in the selected casual-dining restaurant in the City of Dasmariñas, Cavite. The

researchers also intend to determine how the customers satisfaction could affect the restaurants’

reputation. In addition, the researchers aim to analyze the importance on customers’ satisfaction

in the hospitality industry. This will give the researchers further understanding of what are the

important factors that influence customer satisfaction.

Statement of the Problem:

Generally, this study aims to answer the question: How does customer satisfaction affects

the reputation of the selected casual dining restaurant?

Moreover, the study aims to answer the following questions:

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

1.1 Age

1.2 Gender

1.3 Marital Status

1.4 Employment

2. How regularly does the barrier affects the satisfaction of PWDs as customer when dining

in?

3. How much does the PWD spend their time when dining in a restaurant?

4. What is the relationship between the promotions and satisfaction of PWDs in casual

dining?
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Scope and Limitation of the Study

The researchers have chosen this study for further investigation of analyzing the customer’s

satisfaction of people with disabilities in selected casual dining restaurants in City of

Dasmariñas, Cavite. The main purpose of this study has been to analyze the person with

disabilities in terms of customer satisfaction. To analyze the customer’s satisfaction with regards

to person with disabilities, surveys will be conducted, and studies related from the topic will be

accounted. Additionally, the selected person with disabilities in City of Dasmariñas have been

the lone respondents for the research. This study will only focus on analyzing the customer’s

satisfaction of person with disabilities; it will exclude anything unrelated to the subject.

Furthermore, restaurants outside of our chosen area will not be included.

Significance of the Study

The result of this study will be deemed beneficial to the following sectors:

Research Proponents. This research will give them insights and information’s regarding on the

research topic.

Person with Disabilities. The study may serve as an inspiration to continue their leisure

activities despite of having disabilities.

Restaurant Owners. The findings of the study may serve as a guide to the owners about the

analysis of the research topic.

Restaurant Employees. The findings of the study will serve as a reference on how to properly

interact with the PWDs.

Future Researchers. This research can be a source of possible research literature for their own

study.
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Theoretical Framework

Customer Satisfaction is a measurement where it will determine how the products or service

that a company could provide to meet the customers’ expectations. Satisfaction makes a person

to feel the content after receiving what it wanted or desired. And it is difficult to know if the

costumers are satisfied to the availability of product or services, According to Khadka &

Maharjan (2015), there are different factor that is needed to be taken into consideration, and

According to Ograjensek & Gal (2012); Khadka & Maharjan (2015) stated that to improve the

services, the organization must track the satisfaction level on how well they are satisfying the

costumers needs and expectations. They must translate the general conceptions of customer

satisfaction assessment where there will be no technical difficulties that they will going to

encounter in making decisions about what to measure and what methods were going to be used

to give the expected customer satisfaction. According to Ograjensek & Gal (2012), the full

understanding of a customer satisfaction beyond using these analytical methods and models into

having a firm basis and methodological issues. In other words, if the organization can understand

why and how the costumers are satisfied, they are going to be able to focus on its resources.

In addition, in measuring customer satisfaction it is a key performance indicator inside the

business and organizations. The measurement of costumer information about how customers are

satisfied or dissatisfied with the products and services. According to Ngo (2015), that a customer

satisfaction is important to measure because of the significant impacts of it on long-term

performance. A high customer satisfaction is proven to increase customer loyalty According to

Normasari, (2013). one of the important components is having the trust of the costumers, it is
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also associated with the services in providing a good communication and promotion of goods

through their products and services (Murphy et al., 2007).

Conceptual Framework

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satisfaction measurement is considered the central concept in understanding the costumer’s

behavior, some customers who are always satisfied are the ones who receives a good quality of

service, sometimes it is based in the performance of the staff if they can provide excellent service

and a good quality of customer care. This is where they can show the value of a customer

especially to those prioritized customers like senior citizens, person with disabilities and more.

On the other hand, many service businesses are usually unaware of their unhappy costumers,

because others don’t make complains and just walk away. (Gursoy et al., 2003) if the costumer is

interested in eating in the restaurant and the costumer is experiencing a high level of violence

and dissatisfaction, there is a huge tendency of a costumer giving negative complaints. Costumer

is measured in difference of an individual level, the customer satisfaction is generally measured

on a five scale, ranging from “very satisfied” to “very dissatisfied”. (Farris, Paul W.; Neil T.

Benle; Pfeifer, and David J. Reibstein 2010).

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Definition of Terms

The following terms are defined accordingly:

Casual Dining. A restaurant that serves reasonably priced food while also provides a casual and

relax atmosphere.

Customer. An individual or an organization that purchases a goods and services from other

company.

Dining Experience. A setting with a relaxing atmosphere where the customers take their

appetizing meals.

Dissatisfied. A type of attitude of not being satisfied. It is a particular feeling of displeasure or

disappointment.

Hospitality Industry. A broad category of field where it provides services to customers through

entertainment and comfort.

Person with Disabilities (PWD). Refers to an individual who suffers on a long-term physical,

mental, intellectual, or sensory impairments.

Privileges. The entitlement of having the advantages and rights which are granted only to a

particular person or group.

Quality Service. An assessment of measuring how well service is delivered in such a manner to

satisfy the consumer

Reputation. A subjective belief of an entity with regards to a person, brand, company, product,

and service.

Satisfaction. An act of fulfilling a desire, need, or appetite – feeling of achieving something or

when something that you wanted to happen, does happen.

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CHAPTER II
LITERATURE REVIEW

This chapter presents the related literature and studies after the thorough and in-depth

search done by the researchers. This will also present the synthesis of the following related

literature for better comprehension of the study.

Related Literature

Measuring Customer Satisfaction

Customer Satisfaction is one of the most vital factors in a business that determines the

relevance of the service performance. Customer satisfaction was identified as the customer’s

evaluation in a product or services whether if the product or services was met according to the

customer’s needs and expectations. In other studies, Alan, Mary, and Dwayne (2012) once

indicated that there are variables that may impact customer’s satisfaction. For instance, the

quality of a product or services, perception of a product or services’ merit, value, and buyer’s

perspective. Furthermore, in todays’ market, companies biggest concern is how will they satisfy

the customer’s need and expectations. Hence, customer satisfaction is essential to measure

because of its significant impacts on businesses’ long-term performance. Morever, as mentioned

in a previous study, PWDs have the right to engage and interact in such activities including

dining-out in a restaurant (Van Naarden Braun et al., 2006). However, according to Yalon-

Chavitz and Weiss (2008), it is inevitable for PWDs to experience limited experiences to dine

out for several reasons such as lack of information on the accessibility concerning their welfares

and privileges.

Accessibility for PWDs

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Restaurants must make every effort to ensure that patrons with disabilities have a barrier-

free experience. The same idea applies to accessibility guidelines. Any restaurant would benefit

from taking into account a variety of patrons. A restaurant will attract more patrons the more

easily it can be reached. The goal of restaurant accessibility is to give patrons with disabilities a

place where they feel valued both as patrons and as individuals. According to Leduc (2019),

basic component of restaurant accessibility is offering a setting that is accommodating for

mobility. Restaurants should make sure that customer who use wheelchairs or other mobility aids

or who have service animals may move through places freely while structuring the layout of their

establishment. Kovac (2019), stated that there may be seats close to counter or line areas in

restaurants where customers order and get their food at counters. Customers with invisible

physical limitations who are unable to stand while being served or in line will benefit from this

sitting. Customers may need to be directed to this seating area and informed when it is their turn

to be served by staff. Li, (2019), also stated that restaurants have a special opportunity and duty

to cater to the requirements of guests with disabilities because they are hospitality venues.

Restaurants may draw in customers with disabilities, a lucrative market segment, by providing an

accessible and compassionate environment.

Customer’s Dining Experience in a Restaurant

Dining experience of costumers in a restaurant, is when eating outside for them is a treat,

because they know that they don’t have to prepare their food anymore and that someone is going

to cook for their meal, many casual dining restaurants are about more in good food and service.

One of the goals of any restaurants is to provide a comfortable and enjoyable experience for

every customer. But there are some guests with special needs, they find a restaurant that is

lacking in accessibility. And this will bring embarrassment for a disabled costumers to
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experience and to their companions. According to Mhlanga (2015), over all evaluation of the

dining experience rests on a combination of tangible and intangible dimensions, due to the

perishability, intangibility, heterogeneity, inseparability of the outputs in a restaurant, dining is a

product and service experienced individually by each customer. According to a Abdelhamied

(2012), The experience involves more than just eating. Customers dine out to celebrate special

occasions, relax or refresh themselves from their normal lives with this “memorable” experience.

According to Johns and Pine (2002), confirm that consumers value the dining experience as a

combination of desirable characteristics, which are also known as dining experience dimensions,

attributes, or variables. Several definitions of these dining experience dimension, or variables

have been formulated. In this study, the term ‘dining experience dimensions’ was used. The

dining experience dimensions can also be regarded as the main factors that motivate quality

improvement and ensure consumer satisfaction. According to Balaji (2014), confirm that there

are different ways of rating dining experience dimensions in the restaurant industry. A quality

dining experience is referred to as a process in which the consumers’ expectations are monitored

throughout the service experience process, and these could meet and possibly exceed their

expectations. According to Ladhari (2009), confirms that several themes have been researched

on restaurant dining experience quality and the growth of the redlining satisfaction restaurant

industry and the needs of the modern consumer have forced researchers to address the important

dining experience dimensions. According to Jang, Kim and Bonn (2011), consumers take into

account a diverse group of dining experience dimensions that signify a certain level of dining

experience quality when they choose a restaurant. It means that it’s important to recognize the

unique combination of dining experience dimensions that consumers consider when selecting a

restaurant.
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Quality Service in a Casual-Dining Restaurant

According to Ramphal and Nicolaides (2014), that costumers be likely to view the quality

as an essential and important aspect of their lives. There are 3 very important characteristics of

service quality, According to Hirmukhe J (2012), service quality is much more difficult to

measure than the goods quality, the perception quality rises from the customers’ expectations and

perceptions of the actual between the expectations and perceptions of experience. In providing

excellent service quality in the hospitality industry together with achieving a high level of

customer satisfaction, is very important in maintaining the existing facilities and opportunity to

improve the service quality. According to Wilson et al., (2008), that other researchers have

brought up the idea about customer loyalty and service efficiency. Where they can identify the

key priority of a costumer value and customer satisfaction.

Discount Privileges in Goods and Services of PWDs

The Philippines created a foundation that will provide and improve the welfare of a persons with

disabilities (PWD) two decades ago when they ordained the Republic Act 7277 of the

Philippines or known as Magna Carta for persons with disabilities. Many policies have been

developed since then to ensure that the PWDs have their rights and freedom to live the way they

want. However, the level of awareness among PWDs regarding the policies in which the main

purpose is for their well-being was low.

Customer’s Expectation

Customer expectations are a collection of notions that individuals form about a service, brand, or

product. A customer's expectations might be affected by seeing an advertisement, previous

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interactions with your business, or even by viewing content on social media. To feel satisfied

with the experience and value for money, customers form this cognitive expectation in their

minds. However, it can be difficult to separate consumer expectations from customer happiness

since some customers may have expectations that are difficult to predict or prepare for.

Clow, Kurtz and Ozment (2008), create a conceptual model of the drivers of patron expectations

of restaurants based on prior research in services marketing. The model was then empirically

tested with LISREL 7's simultaneous equation techniques. Data were gathered and examined.

Important findings are highlighted in terms of what restaurant managers should do to effectively

manage their customers' expectations to increase customer satisfaction and profitability.

Utilization of Restaurant Services

The services that a restaurant offers to its patrons are referred to as restaurant services. The

majority of people are aware that restaurants serve their patrons food and beverages, but there is

more. Simply said, the assistance, guidance, and care that waitstaff can give to the customers is

included in restaurant services. Effective communication and attention are key components of

good restaurant services that maximize client happiness and boost brand loyalty.

Henderson (2021) stated that owners must invest the necessary time in training staff members to

deliver exceptional customer service and selecting the right restaurant service model. There are

many service models that streamline the ordering, meal preparation, and transaction procedures,

from counter service cafes to table service fine dining. It is hard for a restaurant to make a

decision on what kind of services they planning to utilize. According to Delgadillo (2021) all the

restaurant's specifics, including the service, are inextricably related to its overall concept. As a
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result, the restaurant should match the type of service it provides to the rest of your its idea and

theme. The restaurant's service must therefore be planned to blend in with the rest of the

establishment. Bemporat (2022) since customers can now interact with restaurants through a

variety of channels, consistent service across all platforms, locations, and ordering methods is

crucial for preserving a favorable reputation and retaining patrons.

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