CONSUMER PERCEPTION ON QUALITY ATTRIBUTES AND THE LEVEL OF

SATISFACTION ON THE SERVICES OF THE SELECTED

FOOD ESTABLISHMENTS IN MARAWI CITY

An Undergraduate Thesis
Presented to the Faculty of the
Department of Home Economics
COLLEGE OF EDUCATION
Mindanao State University
Marawi City

In Partial Fulfilment of the

Requirements for the Degree
Bachelor of Secondary Education
Major in Technology Livelihood and Education

HANAN A. NASIEF
ADELAIDA C. ABDUL WAHAB

June 2017
 Republic of the Philippines

Mindanao State University

College of Education
Marawi
i City

APPROVAL SHEET

This undergraduate thesis entitled “Consumer Perception on Quality Attributes and the
Level of Satisfaction on the Services of the Selected Food Establishments in Marawi City”
prepared by Hanan A. Nasief and Abdul Wahab C. Adelaida has been examined and
recommended for acceptance and approval.

THESIS COMMITTEE

Accepted and approved by the Committee on Oral Examination with the grade of .

PROF. ROHANIE M. SULTAN Ph.D., RGC

Thesis Adviser

PROF. NORHAYNA ERYLL M. UNTE DR. WARDAH D. GUIMBA

Panel Member Panel Member/ Thesis Coordinator

Date of Final Defense: June 30, 2017

Accepted and approved in partial fulfilment of the requirements for the degree Bachelor
of Secondary Education major in Technology and Livelihood Education.

PROF. ROHANIE M. SULTAN Ph.D., RGC DR. MONTIA JAMILAH D. SARIP

Chairperson, Department of Home Economics Dean, College of Education
Date: Date: _______________________
 ACKNOWLEDGEMENT

We, the researchers of the Mindanao State University College of Education, would like to
extend our heartfelt gratitude to the following persons with their invaluable contribution in helping
us overcome our series of struggles in making this study successful:

Prof. Rohanie M. Sultan Ph.D., RGC, our supportive research adviser, for guiding us in
making this study successful, for sharing her knowledge in education research and her
contributions to improve the quality of our study;

Prof. Norhayna Eryll M. Unte and Dr. Wardah M. Guimba, the panel members, for taking
time to read and correct our papers;

Prof. Jahara Solaiman, of the College of the Social Sciences and Humanities, for proof-
read and edited our study.

Miss Jehan R. Abbas, our statistician for analyzing the research data and for guiding us in
interpretation and findings of our study;

Our beloved parents and siblings for their unconditional love and unending emotional,
moral and financial support;

The respondents of the study, for the consideration and forbearing patiently answering our
survey questionnaire;

Above all, our Almighty God Allah (s.w.t) for giving us wisdom, courage and
determination for guiding us in every step of the way.

Thank you very much.

Hanan A. Nasief

Adelaida C. Abdul Wahab

 DEDICATION

This study is dedicated to:

Our Almighty God,

Our loving parents,

Our dear siblings,

Our friends,

Our significant others,

Our classmates and co-majors

and

The Department of Home Economics, College of Education,

Mindanao State University-Main Campus, Marawi City

Researchers,

Hanan A. Nasief
Adelaida C. Abdul Wahab
 ABSTRACT

Hanan A. Nasief and Adelaida C. Abdul Wahab, “Consumer Perception on Quality Attributes
and the Level of Satisfaction on the Services of the Selected Food Establishments in Marawi
City”. An Undergraduate Thesis, Department of Home Economics, College of Education,
Mindanao State University-Main Campus, Marawi City. June 2017

Adviser: Prof. Rohanie M. Sultan Ph.D., RGC

Final Defense: June 30, 2017

This study was conducted to determine the consumer perceptions of quality attributes and
the level of customer satisfaction among Marawi City fast food establishments. Consumers have
little time to cook or eat at home due to hectic lifestyles, so they prefer to spend a lot of time dining
outside in fast food establishments. The researchers tried to determine the profile of the
respondents in this descriptive correlation study in terms of age, gender, occupation, number of
times they visit fast food restaurants. The primary data were collected through survey
questionnaire and purposively distributed to 150 respondents. The data gathered were analyzed
using frequency and percentage distribution, descriptive statistics, and Somers’ D. The findings
show that the majority of respondents were female students who dined less than five times a week
to explore different taste on the said food establishments. The quality attributes of the
establishments were rated as “moderately satisfied” on the aspects of food quality, service,
cleanliness and dining environment, while the employee or staff services were rated as “good” in
terms of level of satisfaction. The outcome means that respondents are pleased with their dining
experience. However, it is proposed that owners and managers should develop their marketing
skills and tactics to draw more diners and retain a steady clientele as well as to improve service
quality.

Keywords: Perception, Level of Satisfaction, Consumers, Expectation, Quality Attributes, Fast

Food Establishments
 TABLE OF CONTENTS

Title Page

Title Page i
Approval Sheet ii
Acknowledgement iii
Dedication iv
Abstract v
Table of Contents vi
List of Tables viii
List of Figures ix

Chapter

 THE PROBLEM AND ITS SCOPE

Introduction 1
Theoretical Framework 3
Conceptual Framework 7
Statement of the Problem 9
Null Hypothesis 10
Significance of the Study 10
Scope and Limitations 11
Definition of Terms 12

 REVIEW OF RELATED LITERATURE AND STUDIES

Related Literature 16
Related Studies 20

 RESEARCH DESIGN AND METHODOLOGY

Research Design 26
Locale of the Study 26
Respondents of the Study 27
Instrumentation 27
Data Gathering Procedure 28
Statistical Tools Used 29

 PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

 SUMMARY, CONCLUSION, AND RECOMMENDATIONS

Summary of Findings 42
 Conclusion 44
Recommendations 45

Bibliography 48

Appendices

Appendix A: Letter to the Respondents

Appendix B: Survey Questionnaire

Appendix C: Certification from the Statistician

Appendix D: Pre-defense form

Appendix E: Final Oral Examination Report

Appendix F: Consultation Log

Appendix G: Proof of Editing

Appendix H: Curriculum Vitae

 LIST OF TABLES

Table No. Title Page No.

3.1 Number of Respondents 27

4.1 Respondents’ Age 31

4.2 Respondents’ Gender 32

4.3 Respondents’ Occupation 32

4.4 Respondents’ Number of times in visiting the following Food 33

Establishment

4.5 Respondents’ Reason for dining-in on the following food 34

Establishment

4.6 Summary of the Relationship between Consumers’ Perception on 35

Quality Attributes and their Level of Satisfaction on the Services of
Employees/Staff

4.7 General weighted mean of the Consumers’ Perceptions on Quality 36

Attributes of the following fast food establishments

4.8 Summary of the Consumers Level of Satisfaction on the services of 37

Employees/staff in the restaurant

4.9 General weighted mean of the Consumers Level of Satisfaction on 39

the services of employees/staff in the restaurants

4.10 Significance Relationship between Consumers’ Perception and their 40

Level of Satisfaction on the Services of Employees/Staff
 LIST OF FIGURES

Figure No. Title Page No.

1.1. Schematic Diagram of the Conceptual Framework of the Study 8

 Chapter 1

THE PROBLEM AND ITS SCOPE

Introduction

Eating out is currently a common phenomenon that most of the consumers are eager to do

to experience and taste different outside home recipes and to spend leisure time and quality time.

Nowadays, due to modernization many fast food establishments are growing worldwide because

of the new trends and influence of other countries. Thus, fast food establishments need to satisfy

the dining experience of their consumers for coming back again.

The restaurant industry remains a very competitive environment, and it is this relentless

competition which keeps the industry creative, flexible, and responsive. Donkoh, Quainoo, and

Kaba (2012) stated that, restaurants are one of the major food industries that have played a

significant role in serving consumers with already prepared food. These places are where the

consumers spend and save their time, satisfying their hunger, for pleasure and for social

interactions (Park, 2004). A restaurant business is one of the most developed food service sectors

that are part of the economic industry system.

Due to the fast change in the global market, fast food restaurants are facing intense

competitions in terms of attracting and retaining their customers. Dina, Mohd Zaharib, Mohd

Shariffb (2010) stated that,

As the competition increases in terms of diversity and number of establishments,

customers have more options from which to choose. It becomes increasingly
important that restaurants become more aware of these changes in customer
attitudes and behavior, not only to gain new customers, but also to retain their
present customers.
 When guests dine out at a restaurant, they cognitively evaluate what they experience.

Therefore, in order to experience success in their key business, it is very important for the fast food

restaurateurs to be concerned about the factors that influence the customers’ satisfaction which in

turn leads to revisit intention (Yong, Siang, Lok, Khan, 2013).

In the restaurant industry, perceived quality has been generally accepted as the foremost

antecedent of customer satisfaction (Dabholkar, Shepherd, Thorpe, 2000). Guests generally use

food, physical environment, and employee services as key components of restaurant experience in

evaluating the restaurant service quality (Namkung & Jang, 2007). Zeithaml and Bitner (2006)

suggested that consumers judge the quality of a service based on their perceptions of the technical

outcome provided, the process by which the outcome is delivered, and the quality of the physical

surroundings where the service is delivered. Customer expectations are very important because, in

case they are not met, guests will leave the premises quietly or spread negative rumors about the

restaurant. According to Tung (2003), the aim of the marketing is to meet and satisfy target

customers’ needs and wants.

Moreover, consumer’s perception and level of satisfaction is strongly influenced by the

employee’s behavior. Therefore, it is important to measure the satisfaction and perception of the

consumers about their experience of dining and to know the reason of their revisit. The major

antecedent of revisit intention is the level of satisfaction as it will affect customer return to the

place again (Baker & Crompton (2000), cited by Tung (2003). Customer satisfaction is a result of

what customers think will happen (expectations) and interacting with what customer think did

happen (perceptions). If the product’s performance falls short of the customers’ expectations, the

buyer is dissatisfied. If performance matches expectations, the buyer is satisfied. If performance

exceeds expectations, the buyer is delighted.

 Consumers’ demands are changing over time (Zeithaml, Bither, & Gremler, 2006) and

competitions are fiercer among restaurants as stated above. The researchers attempted to find out

how consumers currently perceive the trends of increasing popularity of eating outside due to the

hectic lifestyle in the modern world and to know what influences the consumers in revisiting fast

food establishments.

The purpose of this study was to determine the consumers’ perception on quality attributes

(food product, service, cleanliness and dining environment) and the level of satisfaction

(tangibility, reliability, responsiveness, assurance, and sympathy) on the services in selected

establishments in Marawi City. Thus, fast food establishments have to understand the customers’

perceptions, expectations, satisfaction, and examine their service performance continuously to be

at part with the competition and to succeed in the long run.

Theoretical Framework

There were two theories that were used in this research study. The first one is Consumer

Perception Theory conceptualized by Chris Blank (2014) and the second one is Expectation

Disconfirmation Theory by Oliver (2000), cited by Isac and Rusu (2014). The purpose of the

following theories was to strengthen the validity structures of the study. Consumer Perception

Theory was used to know more about the reliability and guidelines the way the consumers

perceived their dining experiences on the quality attributes of the fast food establishments while

Expectation Disconfirmation Theory was used as a guideline to measure the level of satisfaction

on the services provided by the employee or staff of the said food establishments.
 Consumer Perception Theory

Blank (2014) said that Consumer Perception Theory states that the storeowners aim to

increase their sales by determining what drives their customers’ purchase decisions. Consumer

perception theory attempts to explain consumer behavior by analyzing motivations for buying or

not buying particular items.

Three areas of consumer perception theory relate to Consumer Perception Theory: self-

perception, price perception and perception of a benefit to quality of life. Consumer perception

applies the concept of sensory perception to marketing and advertising. Just as sensory perception

relates to how humans perceive and process sensory stimuli through their five senses, consumer

perception pertains to how individuals form opinions about companies and the merchandise they

offer through the purchases they make.

Merchants apply Consumer Perception Theory to determine how their customers perceive

them. Self-perception theory attempts to explain how individuals develop an understanding of the

motivations behind their own behavior. Self-perception by customers relates to values and

motivations that drive buying behavior, which is also an important aspect of consumer perception

theory.

This study considered the question of whether consumers believed their buying decisions

had a real effect on issues such as environmental impact, whether customers were satisfied with

their purchases and whether they would make future purchases. Two factors that shaped price

perception were the perceived quality of the merchandise or service in question and price

comparisons with merchants offering similar. Expectation Disconfirmation Theory was used by
the researchers in order to measure the consumers’ level of satisfaction to perceive the quality of

products or services of employee or staff of the chosen food establishments.

Expectation Disconfirmation Theory

Ekinci and Sirakaya, (2004) cites Oliver’s (2000) updated definition on the disconfirmation

theory, which states that satisfaction is the guest’s fulfillment response. It is a judgment that a

product or service feature, or the product or service itself, provided (or is providing) a pleasurable

level of consumption-related fulfillment, including levels of under- or over-fulfillment. As cited

by Yuksel et. al., (2008), Oliver (2000), developed the Expectancy-Disconfirmation model for the

study of consumer satisfaction, which received the widest acceptance among researchers. These

frameworks generally imply conscious comparison between a cognitive state prior to an event and

a subsequent cognitive state, usually realized after the event is experienced.

Cited by Petrick (2003), Szymanski and Henard found in the meta-analysis that the

expectancy disconfirmation paradigm is the best predictor of customer satisfaction. Mattila and

O’Neill (2003) discussed that amongst the most popular satisfaction theories is the disconfirmation

theory, which argues that satisfaction is related to the size and direction of the disconfirmation

experience that occurs as a result of comparing service performance against expectations.

Basically, satisfaction is the result of direct experiences with products or services, and it occurs by

comparing perceptions against a standard (e.g. expectations). As cited by Lankton and Mcknight

(2016), Spreng and Page et al., (2003) stated that Expectation disconfirmation theory is a

prominent theory from marketing that can predict and explain consumer’s satisfaction with

products or services.
 Huang (2002) says that Expectation disconfirmation theory predicts customers’

consumption as a standard against which customers measure the firm’s performance. It plays an

important role in customer satisfaction process and can also be extend to discuss the relationship

satisfaction between businesses to business. The higher the expectation in the relation to actual

performance the greater the degree of disconfirmation and the lower the satisfaction. This model

considers satisfaction is a function which includes the difference between observed outcome

(product) performance and prior expectations about the outcome’s (products) performance

(Kopalle & Lehmann, 2001).

The standard approach to study satisfaction involves comparison of prior expectations with

observed performance. Thus, in this theory, the customer’s perception of overall satisfaction

results from a comparison between expectation and outcome performance. Therefore, expectation

and outcome performance are two important variables which can influence the judgment of

satisfaction measure, because customers’ satisfaction is one of the crucial factors to predict the

customer purchase tendency. To investigate satisfaction toward the products is also a main topic

in customer behavior research. Based on expectation disconfirmation theory, firm can increase

satisfaction by increasing perceived product performance or decreasing expectation (Huang,

2002).

Expectation Disconfirmation Theory has two famous variables; expectation or desire and

experience or perceived performance. These variables are defined in two distinct time periods.

Expectation or desire is related to the pre purchase time period that a customer has initial

expectation or desire about a specific performance such as quality of products or services.

Experience or perceived performance is related to the after-purchase time period that the customer
gets the experience after perceiving a real performance such as quality of specific product or

service.

Conceptual Framework

Generally, this study aimed to identify the perception of the customers on quality attributes

and level of satisfaction on services of the following restaurants; Café Blooper, Infinitea, Masakaw

Grill, and Sarabi Cusina and Cafe restaurants located at Marawi City.

The researchers gathered the data from the one hundred fifty (150) respondents that were

being selected by purposive sampling method. The said respondents were the customers coming

from the said restaurants and were asked to answer the survey questionnaire.

The respondents’ demographic profiles of the study are age, gender, occupation, number

of times in visiting fast food establishments, and the main reason for dining. The independent

variables are the consumers’ perception on quality attributes in the aspects of food, services,

cleanliness and dining environment while the dependent variables are the consumers’ level of

satisfaction on the services of employees/staff of the restaurants in the aspects of tangibility,

reliability, responsiveness, assurance and empathy. The interplay of the variables is shown in the

schematic diagram.
Figure 1.1 Schematic Diagram of the Conceptual Framework of the Study
Statement of the Problem

This study aimed to determine the consumers' perception on quality attributes and level of

satisfaction on the services of the selected restaurants in Marawi City. Specifically, it sought to

answer the following questions:

2. What are the demographic profile of the respondents in terms of:

1.1 Age;

1.2 Gender;

1.3 Occupation;

1.4 Number of times in visiting fast food establishments; and

1.5 The main reason for dining.

3. What are the consumers’ perceptions on quality attributes of the selected restaurants in terms

of:

3.1. Food Product;

3.2. Service;

3.3. Cleanliness; and

3.4. Dining Environment?

4. What are the consumers’ level of satisfaction on the services of employees/staff on the selected

restaurants along the following aspects:

4.1. Tangibility;

4.2. Reliability;

4.3. Responsiveness;

4.4. Assurance; and

4.5. Empathy
5. Is there a significant relationship between consumers’ perceptions on quality attributes and the

level of satisfaction on the services of the selected fast food establishments in Marawi City?

Null Hypothesis

The null hypothesis was tested at 0.5 level of significance:

Ho: There is no significant relationship between consumers' perceptions on quality

attributes and the level of satisfaction on the services of the selected fast food establishments in

Marawi City.

Significance of the Study

The result of the study may be greatly significant to the following:

Consumers. The result of this study can help the consumers to decide where to dine and

eat, for them to know what benefit will they get with their choice, and suit their expectations on

that certain restaurant, and at the same time to inform them on how would these restaurants be

valuable to other consumers.

Fast Food Owners. The result of this research can help the restaurant owners to improve

and enhance their strategies and techniques in refining their marketing styles such as the facilities,

products, services, quality and quantity of the food they are serving, the capabilities and hard work

of their staff to satisfy their consumers’ needs and expectations. The researchers aimed to inform

these restaurants owners on how the consumers choose where to eat and dine in accordance to their

preferences.

Fast Food Manager. The findings of this research can help the management and the owner

of the restaurants on how to improve their marketing skills in dealing with their consumers on how
to attract them, this may serve as a simple reminder for them to have an improvement and

development on their businesses and to their customer services even more.

Future Researchers. The findings of this study can provide awareness and help the future

researchers to make their research easier by looking forward into the findings and results in

conducting similar investigations, with a wider scope.

TLE Teachers. The findings of this study may help the future TLE educators in informing

future restaurant owners, managers, and service crew to uphold high standards in food quality and

service in their careers.

Scope and Limitations

This study was conducted to find out the perception on quality attributes and level of

satisfaction on the services of employee or staff on the selected fast food establishments in Marawi

City.

The study was limited only to the selected fast food establishments namely, Cafe Bloopers,

Infinitea, Masakaw Grills and Sarabi Cusina and Cafe. The selection was based on the help of the

Department of Trade Industry or DTI, and some interviews conducted by the researchers regarding

on which restaurants are mostly visited by the consumers to dine in, and used these as guidelines

in selecting the establishments for this study.

There were one hundred fifty (150) respondents who were randomly selected. The

demographic profile included their age, gender, occupation, number of times in visiting the fast

food establishments and the main reason for dining. The independent variable is the consumers’

perception on quality attributes in the aspects of food, services, cleanliness and dining
environment, while the dependent variables are the consumers’ level of satisfaction on the services

of employees/staff of the fast food establishment in the aspects of tangibility, reliability,

responsiveness, assurance and empathy. It was concerned solely with the description of

respondents’ profile and its relationship to the perception and satisfaction with the said

establishments.

This study used descriptive correlation method of research design by the use of

questionnaire checklist to get the desired data. The researchers focused only on the respondents

who were currently dining-in at the selected fast food establishments when the data for this study

were gathered.

Definition of Terms

The following terminologies were conceptually and/or operationally defined as necessarily

used in the study.

Assurance – the state of being sure or certain about something; it measures the knowledge

and courtesy of employees and their ability to convey trust and confidence (Arlen, 2008).

According to Essays (2013), this dimension is likely to be particularly important for the services

that the customers perceives as involving high rising and/or about which they feel uncertain about

the ability to evaluate. In this study, it is the quality of the service each restaurants’ offers to assure

their customers a quality of service.

Cleanliness – is both an abstract state of being clean and free from dirt and the habit of

achieving and maintaining that state. Cleanliness is always achieved through cleaning. According

to Wahl (2010), cleanliness is an important component of consumer experience. In this study, it is

the actual or physical state of a restaurant, the facilities and the foods it serves and how it looks.
 Consumer – is the person who uses the goods and services produced (Surbhi, 2015). In

this study, customers act as an independent variable and were given questionnaires to rank their

feelings and experiences regarding their perception and level of satisfaction on the services of the

employee/staff in the different restaurants. It is interchangeable and used customer whenever it is

appropriate.

Consumer Perception –perception is the process in which a person selects, organizes and

interprets stimuli into a coherent picture (Kanuk and Hansen, 2012). The meaning of consumer

perception is most often used in the content on how customers perceive the quality of the service

they are offered. In this study, consumers stated their comments and suggestions regarding the

information they have during their dine-in experience in the restaurants.

Consumer Satisfaction – can be defined in terms of meeting the expectations of the

customers in terms of parameters associated with satisfaction (Malik and Ghaffar, 2012). It is a

marketing term that measures how products or services supplied by a company meet or surpass a

customer’s expectation. In this study, the researchers sought the information and investigated the

consumers as to their level of satisfaction on the services of the employee/staff in the different

restaurants and also used the 4-point Likert-scale to determine the level of satisfaction.

Dining Environment – Refers to the three main components in any dining experience

which is food, service, and atmosphere. Ambience is another word for atmosphere, as cited by Ryu

and Han (2010). The atmosphere of the place may be one of the most influential factors in purchase

decision making. A restaurant with good lighting ventilation that is clean and peaceful with a

soothing ambience will affect the consumers' experience and can influence them to come back
again. In this study, the dining environment here is the total ambiance of the restaurant, whether it

offers a comfortable and friendly atmosphere and the service it offers itself to its customers.

Empathy – the action of understanding, being aware of, being sensitive to, and vicariously

experiencing the feelings, thoughts, and experience; it measures how caring, individualized

attention the firm provides its customers (Arlen, 2008). Empathy is the caring and individualized

attention and establishment provides to its customers like treating customers as individuals

(Zeithaml, Bitner & Gremler, 2006). In this study, it is the ability of the restaurant to meet the

needs of their customers by being aware of the common problems that a customer usually

complains about. Example the price of a food.

Food Product – is a substance that can be used or prepared for used as food. According to

Cal et al., (2007) food products are furnished, prepared, or served for consumption. Food, when it

is for sale can be referred to as food product. In this study, it refers to as the product or goods being

served in the selected few restaurants where the study was conducted.

Reliability – it is the ability to perform the promised service exactly and dependably which

implies the capacity of the service provider to perform services in an accurate and dependable

manner (Karki & Panthi, 2018). In this study, reliability is the assurance for the customers to justify

the prices of the foods to the kind and quality of service and foods they received.

Responsiveness – it is to provide prompt service to customers with willingness,

promptness in dealing with customers’ requests, questions, complaints and problems (Tiyasuwan

2009). In this study, it is how the restaurant’s staffs respond and react to the customers’ needs or

requests.
 Restaurant – It is a public place, which opens to all for selling food, refreshment and

beverages. They offer service of food to satisfy the desire of guest. According to National

Restaurant Association (2000) restaurant industry is defined as that which encompasses all meals

and snacks prepared outside the home, including all takeout meals and beverages. In this study,

the researchers selected and studied the following restaurants; Masakaw Grills, Sarabi Cusina and

Cafe, Café Bloopers and Infinitea.

Service – it is a commercial enterprise that provides work performed in an expert manner

by an individual or team for the benefit of its customers. According to Kotler et al., (2002) a service

can be defined as any activity or benefit that one party can offer to another which is essentially

intangible and does not result in the ownership of anything. In this study, it was the kind of attitude

and manner the restaurant personnel or staffs’ offer to its customers.

Tangibility – tangibles pertain to the appearance of the establishment’s physical facilities,

equipment, and personnel (Zeithaml, Bitner & Gremler 2006). In this study, it was used by the

restaurants to communicate their image and signal quality to their customers.

 Chapter 2

REVIEW OF RELATED LITERATURE AND STUDIES

The review of related literature was discussed in this chapter. The main purpose of this

chapter is to look into the related topics and issues of past literature and studies written by

researchers of related fields. It provides a better view on related topics to expand one’s knowledge

and understanding on the research being done. The literature reviews were generally obtained from

both primary and secondary sources such as journals, articles, thesis, and other resources.

Related Literature

Food Quality

In a number of empirical studies, food quality has emerged as the most important

determinant of customer satisfaction (Namkung & Jang 2007). Food quality plays an important

role and it has consistently been shown as one of the core attributes that customers consider (Yong

et al. 2013). According to Vlisides, Chiang, and Pan (2000) they mentioned that food is important

not only for its nutritional value, but other value dimensions. Food is considered as an expression

of friendship, symbolic of family traditions, related to prestige/status and religious observance.

Food quality can be very important element in the fast food restaurants but there is no consensus

on the individual attributes that constitute food quality. Therefore, all the food attributes are

lumped together in only one variable that is food quality (Yong et al. 2013). Namkung and Jang’s

(2007) revealed in their study that the taste of food was the most important service attribute on fast

food restaurant customers’ impressions of service quality and subsequently satisfaction.

 In addition, Vangvanitchyakorn (2000) revealed that quality of food is the most important

factor in consumers’ evaluation on different categories of restaurants. According to Perry (2006)

cited by Tung (2013), food quality is an essential element that restaurants must provide in order to

fulfill the customer’s needs and satisfaction.

Furthermore, managers of the fast food restaurants have to continuously providing higher

quality foods to their customers in terms of offering meals with fresh ingredients. Thus, fast food

restaurants need to have the high quality and fresh ingredients from the reliable vendors. Moreover,

the food preparing process must be kept monitored and controlled from time to time to ensure the

food quality standard is able meets the customer satisfaction (Yong et al. 2013).

Consumer Perception

Schiffman, Kanuk and Hansen (2012), simply defined perception as the process by which

an individual select, organizes and interprets stimuli into a meaningful and coherent picture. In

psychology it is defined as a single unified awareness derived from sensory processes while a

stimulus is present or the act or faculty of perceiving, or apprehending by means of the senses or

of the mind; cognition; understanding. Customers perceived a service in both terms of the quality

of service and satisfaction, and perceptions of customers that always relates to their expectations

and experiences. Customer satisfaction is linked to customer perception of value in terms of

product quality, service quality, and competitive price (Zeithaml et al. (2006)

Vangvanitchyakorn (2000) has cited comments about consumer perception saying "as

diverse individuals, we all tend to see the world in our own special ways. “Reality" to an individual

is merely that individual's perception of what is "out there"- of what has taken place. Individuals

act and react on the basis of their perceptions, not on the basis of objective reality. Thus, to the
marketer, consumers' perceptions are much more important than their knowledge of objective

reality. For if one thinks about it, it's not what actually is so, but what consumers think is so that

affects their actions, their buying habits, their leisure habits, and so forth. And because individuals

make decisions and take actions based on what they perceive to be reality, it is important that

marketers understand the two-whole notion of perception and its related concepts so they can more

readily determine what factors influence consumer to buy."

In thinking about customer perceptions Huffmann (2003) notes that what irritates

customers most about business services are apathy, brush-off, coldness, condescension and

robotics. If a customer’s experience of a product or service does not conform to their perceptions

or if the reality of the product or service contradicts the image that they have then they will be

disappointed and will likely not stay loyal to the company, brand or product. However, it is not the

actual value of what is been sold, but the customer’s perceived value that really matters (Stinnett,

2005). As beauty is in the eye of the beholder so is value in the eye of the customer, which means

value place on any product or service by two people might be different.

The goal of perception is to take in information about the world and make sense of it. It is

the process by which sensations interpreted and its study focuses on what is added to these

sensations in order to give meaning to it (Solomon, 2000). Schiffman, Kanuk and Hansen (2012),

two individuals may be exposed to the same stimuli under the same apparent conditions, but how

each person recognizes, selects, organizes and interprets these stimuli is a highly individual process

based on each person’s own needs, value and expectations.

 Customer Satisfaction

On the other hand, Customer satisfaction can be defined as an individual’s pleasure feeling

or disappointment that can be resulted by comparing a product’s perceived performance in relation

to his or her expectations (Yong et al. 2013). According to Andaleeb and Conway (2006) cited by

Tan et al. (2014) customer satisfaction was significantly influenced by the reaction of the

employees, price and food quality. Kim et al. (2009) found that five extracted restaurant

dimensions – food quality, service quality, price and value, atmosphere and convenience – had a

significant impact on overall customer satisfaction.

During recent years’ customer satisfaction has become an essential topic of discussion in

business research as it is related toward companies’ profits. Therefore, it is important for

companies to consider and satisfy the customers’ needs and wants in order to gain competitive

advantage (Okumu 2012). In addition, some researchers have also revealed that the customer

satisfaction is directly linked to customer retention and the positive emotions that may also lead to

satisfaction, whereas negative emotions will lead to increase dissatisfaction of customers (Noone,

Kimes, & Matilla, 2007).

According to National Restaurant Association (2000), it indicated that 60 percent of the

new restaurant fail to operate because of not able to satisfy their customers. Thus, it is very

important for restaurateur to ensure customer satisfaction is reached due to it is the key importance

in the restaurant industry. Employee satisfaction is equally important before achieving the

customer satisfaction. If the employees have a positive influence, then they can play a big role to

increase customer satisfaction level (Zeithaml et al. 2006)1.

In a study conducted by Lim (2010) he found out that since there are many restaurant

options available, patrons will not hesitate to leave an establishment for a new one if the restaurant
fails to provide quality service. He observes further that perceived quality service is a matter of

the restaurant knowing its customers, managing its employees to meet the needs of customers, and

delivering to customers what was promised. Therefore, as cited by Yong et al. (2013) it is

important for an organization to provide adequate level of satisfaction in order to retain existing

customers.

According to Goyal and Singh (2007) noted that fast food restaurants’ attributes can be

categorized into six major attribute groups that would affect the intention to revisit fast food

restaurant. It includes the variety of food, food taste and quality, ambiance and hygiene, service

speed, price and location provided by the restaurant. Over the last decades’ customer satisfaction

has become very important for companies which leads to investing heavily in improving their

services that would contribute to a strong customer’s satisfaction such as service quality and

customer service (Okumu 2012).

Related Studies

In the study conducted by Yong, Siang, Lok, & Kuan (2013) entitled “Factors Influencing

Dining Experience on Customer Satisfaction and Revisit Intention among Undergraduates towards

Fast Food Restaurants.” The purpose of conducting this research was to examine the factors of

food quality, service quality as well as restaurant environment that influenced customer

satisfaction and revisit intention among undergraduates towards fast food restaurant in Malaysia.

The target respondents were 200 undergraduates from several universities in Malaysia. The data

were collected through survey questionnaire and used purposive sampling procedure. It was found

out in the study that undergraduates are the consumers who have the major consumption of fast

food. The result found out that the rate of visit the fast food restaurants are very high among the

university student which is about 98%. The findings of the research indicated that service quality
is the most important factor that influencing dining experience of undergraduates towards fast food

restaurant and the least important factor is food quality.

Consequently, in the study conducted by Ajobo (2012) entitled “Consumer Perception

about Fast Food Restaurant in Asaba.” The purpose of this study was sought to assess the

perceptions of the customers about service quality on the selected fast food restaurants in Asaba.

There were 160 randomly selected customer respondents. The study was conducted in the City of

Asaba, Nigeria. They include Mr. Biggs, Sizzlers, Macdons, and Mocwis out of the seven major

fast food restaurants in Asaba. A total of 160 questionnaires were administered to customers of the

selected restaurants. Statistically, means and standard deviation was used to identify the levels of

customers’ perceived quality towards Fast Food Restaurants. The five independent variables of

empathy, assurance, reliability, responsiveness, and tangibility were tested on their impact on

service quality using Analysis of Variance. The findings further showed that customers patronize

fast food for the change and not because of nutritional value. Customers attach great importance

to the quality of food, cleanliness, consistency, and the general attitude of the staff. Thus,

improving the nutritional value of fast food can attract more customers to fast food and help in

developing a trust that fast food can be clear alternative to homemade meals.

Henceforward, Tiyasuwan (2009) conducted the study entitled “Customer Perceptions

towards the Service Quality: A Case Study of Oishi Express Buffet Restaurant, Rattanathibet

branch.” The study aims to investigate the customer perceptions towards the service quality of

Oishi Express buffet restaurant by conducting a gap analysis to access the gap between customer

expectations and perceptions. There were a sample of 278 customer respondents and was selected

with a prior experience in Oishi express buffet restaurant in Rattanathibet (Bangkok). In this

research, the five SERVQUAL dimensions- reliability, assurance, tangible, empathy, and
responsiveness were used to measure customer expectations and perceptions on the service quality

of the restaurant. From this study, the restaurant’s service performances failed to meet customers’

expectations in all five dimensions. The result of the study found that reliability was the most

important dimension viewed by customers in evaluating service quality then followed by

responsiveness and tangible was low level in influence on overall service quality. Therefore, the

restaurant must emphasize on improving Reliability as top priority since it was the biggest gap and

perceived by customers that it was the most important as well. Although tangible is the least

important among five dimensions, the restaurant remain to combine tangible with another

dimension to create a service quality strategy for the restaurant.

Furthermore, Ahmad (2015) conducted the study entitled “The Effect of Service and Food

Quality on Customer Satisfaction and Hence Customer Retention.” The study aimed to investigate

the relationships between service quality, food quality, customer satisfaction and customer

retention in limited service restaurants in Jordan. A questionnaire-based survey was distributed to

400 students served at 10 limited service restaurants in the neighborhood of universities in Amman,

the capital city of Jordan. Service quality was measured in terms of SERVQUAL attributes. The

findings showed that service quality and food quality have a positive influence on customer

satisfaction. In addition, service quality dimensions besides customer satisfaction have a positive

influence on customer retention. Finally, the results confirmed that customer satisfaction mediates

the relationship between service quality and customer retention. It was also found out that limited

service restaurants in the neighborhood of universities should realize the critical role of service

and food quality in satisfying their customers as an antecedent of their retention.

Another related study was conducted by Tung (2003) entitled “A Customer Perception and

Satisfaction Survey for a Chinese Buffet.” The study aimed to identify the perception among
customers towards the selected Chinese buffet and to determine the factors of influence of repeat

customers and to better understand customers need and enable the “All You Can Eat Chinese

Buffet” operators to respond to customer’s desires. There was a sample size of 150 customers that

was set for the survey. The study was conducted at “All You Can Eat” Chinese buffet in the City

of Western Wisconsin. The findings of the study revealed the differences in respondents’

perceptions for dining at the selected Chinese buffet. According to the result, most of the

respondents dine at the selected buffet because of like the taste of food. The respondents perceived

positive dining experience of service, cleanliness, and dining environment, while they have less

satisfaction with the food product.

Also, Okumu (2012) conducted the study entitled “Importance of Customers Satisfaction

in Waskia Restaurant.” The study was centered on measuring and developing customer service

and aimed to suggest ways of improving the customer’s satisfaction in Waskia Restaurant. There

were 52 respondents gathered and considering the nature and objective of the study quantitative

research methods have been chosen for the study. Based on the research results, the level of

customer satisfaction in Waskia restaurant would be judged above average which is quite good.

Although the majority of customers were satisfied with the overall service quality of the restaurant

but there are several areas that needs improvement. Furthermore, the result showed that majority

of Waskia restaurant customers were either satisfied or very satisfied. The customers were most

satisfied with the restaurants portion size of the serving menu. However, customers were least

satisfied with waiting staff mastery of menu. Thus, management of Waskia restaurant was required

to adequately train its waiting staff.

Additionally, Donkoh, Quainoo, and Kaba (2012) conducted the study entitled “Consumer

Satisfaction and Perception about Food Services on the University for Development Studies
Campus, Ghana.” The study aimed to focused on the customer satisfaction and behavioral

intentions in the food and service industry. This study focused on customer satisfaction and the

general perception about food services of the selected restaurants. A semi structured questionnaire

who were purposively sampled and administered to a total of 240 respondents. There were two

restaurants involved: The Alimento Restaurant and Lovely Sister Restaurant in the Nyankpala

Campus University, Tamale, Ghana. The main methods of the analysis were principal component

analysis and a multiple regression to find out the factors that influenced the levels of patronage.

Results revealed that Alimento restaurant has 38.8% satisfied customers while 81.7% of the

customers were satisfied in Lovely Sister Restaurant. The result of the study shows that the

Alimento Restaurant influenced the customer to visit because of cleanliness of the eating area,

cleanliness of the serving area, appearance of the staff, relaxed atmosphere and also improving its

assurance and empathy dimensions, while the Lovely Sister restaurants also influenced the

efficiency of services, friendliness of servers and pleasing appearance of food and influence its

tangibility dimension.

Lastly, Tan, Oriade, and Fallon (2014) conducted the study entitled “Service Quality and

Customer Satisfaction in Chinese Fast Food Sector: A Proposal for Chinese Fast Food Restaurants

Service.” This study investigated the customer’s perception of Chinese fast food restaurant service

quality and its relationship with customer satisfaction. The participants of the study were divided

into two selected Chinese fast food restaurants; 108 questionnaires were distributed and collected

to Zhengongfu restaurant while 97 questionnaires were distributed and collected to TaibeiDoujiang

restaurant for a total of 205 respondents who participated in the study. The study used both

quantitative and qualitative research approaches. Qualitative data collection consisted of face-to-

face interviews and group discussion with a total of 205 questionnaires were used, using the new
measurement scale, Chinese Fast Food Restaurants Service Quality Scale, contained 28 items

across six dimensions: assurance and empathy, food, cleanliness, responsiveness, reliability and

tangibles. It revealed that service quality variables have positive influence on customer satisfaction

except reliability dimension. The findings suggest that some factors to consider that will help

suggest the improvement of the service is the food quality as one of the most significant dimensions

in service quality as well as the most significant predictor of customer satisfaction. The findings

of this study also highlight some practical implications. The significance of assurance and empathy

suggested that the expenditures in employee training and improving the food quality should be

seen as necessary investments.

 Chapter 3

RESEARCH DESIGN AND METHODOLOGY

This chapter presents the method and procedure in utilizing this study. It involved the

discussion on the research design, locale of the study, respondents of the study, research

instrument, data gathering procedure, and statistical tools used.

Research Design

The researchers used a descriptive correlation method in this study. It is mainly performed

when a researcher wants to gain a better understanding of a topic. The main goal of this type of

research is to describe the data and characteristics about what is being studied. It is best to use in

the finding study and the involvement in the collection of data through answering questionnaires

observations and interviews to accomplish the aim of the study.

Locale of the Study

The study was conducted on the different establishments in Marawi City, Lanao del Sur:

(1) Café Blooper located at Barangay Basak Malutlut Highway; (2) Infinitea located at C&D Plus

Petron; (3) Masakaw Grill Restaurant located at Bangon; and (4) Sarabi Cusina and Café located

at Commercial Center, MSU-Main Campus.

In this study, the researchers selected and searched for information and concentrated on the

popularity of the said food establishments and each restaurant’s Trade and Industry Department

(DTI) authorization.
Respondents of the Study

The following respondents who participated the study were self-identified male and female

consumers of the selected restaurants. The sample size was one hundred fifty (150) respondents

who were selected and was divided among four (4) restaurants. Two (2) of the restaurants have

participated thirty-eight (38) respondents while two (2) restaurants have selected only thirty-seven

(37) respondents to achieve the total respondents of one hundred-fifty (150). The study used the

purposive sampling method as it is the most practical and easier to administer without sacrificing

the quality of the research method.

Table 3.1
Number of Respondents

Fast Food Restaurant No. of Respondents

Café Bloopers 37
Infinitea 37
Masakaw Grill 38
Sarabi Cusina and Cafe 38
Total 150

Instrumentation

To achieve the objectives of the study, survey questionnaire and interview guide questions

were used to collect data for the study.

A survey questionnaire was adapted from the study of Wei-Chia Tung (2003) which was

composed of two sections: The first section included the general information of the respondents

such as age, gender, occupation, number of times in visiting restaurants and reason for dining. The
second section was on perception on the quality attributes of the restaurants. This part was

designed to understand the participants’ perceptions of the selected restaurants. There were forty-

one (41) Likert-scale questions and one open-ended question for the participants to identify their

perception. The scale is as follows: 1. Highly unsatisfied, 2. Moderately unsatisfied, 3. Moderately

satisfied, 4. Highly satisfied.

Another survey was adapted from Parasuraman, et al., (1998) which measures the consumers’

level of satisfaction on the services of the employee or staff in restaurants. There were nineteen

(19) Likert-scale questions for the participants to identify their level of satisfaction; the scale is as

follows: 1. Poor, 2. Average, 3. Good, 4. Very Good. The five-dimensional structure (tangibility,

reliability, responsiveness, assurance, and empathy) could serve as a meaningful framework for

tracking the firm’s service quality performance over time and comparing it against restaurant

competitors.

Data Gathering Procedure

Before gathering the data, certain procedures were followed. A letter of request was made

by the researchers and gave it to the owner and manager of each restaurant which were asked for

permission to conduct the study. Another letter was distributed to the customers who were dining

in the fast food establishment and requested them to participate and answer the questionnaires as

respondents of the study.

In order not to disrupt the normal operation of the restaurant, the researchers placed several

surveys and pencils inside a container on every dining table. Participation consent was attached to

each survey to explain the purpose of the study, that their participation on this research will be

voluntarily and anonymously, and that there was no risk and harm in completing the survey.
 To increase the return rate of the survey the researchers attached a note on the table which

read “Please complete our consumer satisfaction survey, thank you and enjoy your meal.” These

notes indicated that each person is allowed to participate in the research as long as he or she is not

below 18 years old. In addition, the total of 150 questionnaires was divided equally among four

(4) restaurants (see Table 3.1).

Statistical Tools Used

Descriptive analysis such as frequency and percentage distribution, weighted mean, and

standard deviation were used in the analysis of the data. For univariate data analysis, basic

statistical tools such as mean, frequency and percentage distribution, and Somers Delta or Somers’

D were used.

1. Frequency and Percentage Distribution- this was used to describe the profile

demographic of the respondents’ such as age, gender, highest educational attainment, and

occupation. The frequency used to present data or percentage and establish central

tendency.

2. Weighted Mean- this was used to measure the central tendency used to describe the

centrality of responses of the respondents on socio-demographic profile, perception and

satisfaction level of the respondents.

3. Somers Delta or Somers’ D - was used to measure the agreement between pairs of ordinal

variables. A measure of agreement tells something about how two pairs of variables are

connected. This connectivity is defined by concordance and discordance. Put simply,

concordant pairs “match” and discordant pairs do not. This was used to measure the
significance of the perception on quality attributes and the level of satisfaction of the

respondents (Newson, 2014).

 Chapter 4

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter covers the presentation, analysis and interpretation of the data gathered. The

data gathered were presented followed by the analysis and the interpretation of the findings in

relation to the consumer perception on quality attributes and the level of satisfaction on the services

of the selected food establishment in Marawi City.

I. Profile of the Respondents

Table 4.1
Respondents’ Age

AGE FREQUENCY ( f ) PERCENTAGE ( % )

18 below - 20 years old 51 34
20 – 25 years old 61 40.67
25 – 30 above years old 38 25.33
TOTAL 150 100.0%

Table 4.1 shows the frequency and percentage of the respondents’ age where sixty-one (61)

or 40.67% belonged to age bracket of 20 to 25 years old, fifty-one (51) or 34% belonged to the

age range of 18 below to 20 years old, while thirty-eight (38) or 25.33% fell under the range of 25

to 30 years old and above. The findings revealed that many (40.67%) of the consumers belonged

to age bracket of 20 to 25 years old. It implies that most of the consumer-respondents were young

adults and were likely to be eating at different food establishments.

Younger adults have a high consumption of fast food especially for those who aged

between 20 to 29 years old, which shows a greater consumption of fast food (Heidal, et al., 2012).

According to Yong (2013), college students who are aged between 19 to 25 years old have a major
consumption of fast food and the reasons for them in consuming fast food were convenience and

cost.

Table 4.2
Respondents’ Gender

GENDER FREQUENCY ( f ) PERCENTAGE ( % )

Male 22 14.67
Female 128 85.33
TOTAL 150 100.0%

Table 4.2 shows the frequency and percentage distribution of the respondents’ gender

where in twenty-two (22) or 14.67% were males while one hundred twenty-eight (128) or 85.33%

were females. The data showed that majority (85.33%) of the respondents were females. It only

implies that females dominate in number than the males nowadays; moreover, this implies that

more females eat in restaurants. According to Tung (2003), it indicates that male’s preference of

eating out is less dominant than female and are perceived variety of food menu choices and

restaurant location less positively than female did.

Table 4.3
Respondents’ Occupation

OCCUPATION FREQUENCY ( f ) PERCENTAGE ( % )

Student 101 67.33
Gov't Employed 33 22
Self Employed 16 10.67
TOTAL 150 100.0%

Table 4.3 shows the frequency and percentage distribution of the respondents’ occupation

wherein most of the consumer-respondents were students. This corresponds to 67.33% of the

sample of the study. Moreover, there were 33.0% of them who were government employed, and

10.67% who were self-employed. It implies that the consumer-respondents were students.
 According to Knutson (2000), undergraduates are the consumers who have the major

consumption of fast food. Knutson (2000) also noted that college life and fast food both go

together. According to Yardimci, Ozdogan, Ozcelik, and Surucuoglu (2012), the important factors

influence the students’ acquisition of fast food consumption habits are because of convenience,

university life which they are being influenced by peers and also they like the taste of fast food.

Yardimci et al. (2012) also found that the rate of visit the fast food restaurants are very high among

the university student which is about 98%.

Table 4.4
Respondents’ Number of times in visiting the following Food Establishment

NO. OF TIME VISIT FREQUENCY ( f ) PERCENTAGE ( % )

1st time 58 38.67
Below 5 times a week 71 47.33
6 to 10 times a week 16 10.67
11 to 15 times a week 0 0
16 or more a week 5 3.33
TOTAL 150 100.0%

Table 4.4 shows the frequency and percentage distribution of the respondents’ number of

times in visiting the food establishment. From a total of 150 respondents, seventy-one (71) or

47.33% of the consumer-respondents have visited the establishment in the range of below five

times a week, (58) or 38.67% who have visited the establishment in the range as first time visitor,

while sixteen (16) or 10.67% who have visited 6 to 10 times a week and five (5) or 3.33% who

visited 16 times a week or more. According to Tung (2003), the degree of satisfaction provided by

the goods or services of a firm can be measured by the number of repeat customers. As cited by

Tung (2003) according to Grindy (2000), he stated that recognizing the repeat of customers are a

major source of revenue, restaurant operators are trying to make those repeat visits as simple and
satisfying as possible. One way to keep customers coming back is to maximize the value they

receive for the quality service they rendered.

Table 4.5
Respondents’ Reason for dining-in on the following food establishment

Reason for Dining-In FREQUENCY ( f ) PERCENTAGE ( % )

Special Occasion 30 12.71
No time to cook 26 11.02
Close to your residence 27 11.44
Value for money spent 22 9.32
Change of taste 86 36.44
Like the taste of the food 45 19.07
TOTAL 236 100.0%

Table 4.5 shows the frequency and percentage distribution of the respondents’ reasons for

dining-in in the food establishments wherein most of the consumer-respondents’ reason in dining

is the change of taste which is eighty-six (86) or 36.44%. According to Tsai and Huang (2002),

the con census response of people who patronize fast food is that they are seeking a change from

the rigors of homemade meals. This is followed by liking the taste of food with forty-five (45) or

19.07%, Third reason is when they have a special occasion with thirty (30) or 12.71%, fourth one

is close to the residence with twenty-seven (27) or 11.44%. The fifth reason is no time to cook

with twenty-six (26) or 11-02%, and lastly is the value spent of money with twenty-two (22) or

9.32%. The findings revealed that many (36.44%) of the consumers dine in the establishment is to

have a change of taste.

According to National Restaurant Association (2000), consumers dine out no longer for

special occasions anymore, but are integrating restaurants into their daily lives. They are

increasingly looking for ways to add to their restaurant experience, and are finding that trying new

and exploring other dish is a great way of doing that.

 II. Relationship between Consumers’ Perceptions on Quality Attributes

Table 4.6
Consumers’ Perceptions on Quality Attributes
MASAKAW SARABI CUSINA
QUALITY CAFE BLOOPER INFINITEA
GRILL and CAFE
ATTRIBUTES Average Average Average Average
Remarks Remarks Remarks Remarks
mean mean mean mean
FOOD
Moderately Moderately Moderately Moderately
PRODUCT 3.03 2.74 3.04 3.03
Satisfied Satisfied Satisfied Satisfied
(8 items)
SERVICE Moderately Highly Moderately Moderately
2.92 3.42 2.96 2.71
(14 items) Satisfied Satisfied Satisfied Satisfied
CLEANLINESS Moderately Highly Moderately Highly
3.01 3.61 3.04 3.70
(4 items) Satisfied Satisfied Satisfied Satisfied
DINING
Moderately Highly Moderately Highly
ENVIRONMENT 2.95 3.52 2.54 3.35
Satisfied Satisfied Satisfied Satisfied
(7 items)
Scale: 1-1.74 Highly Unsatisfied 2.5-3.24 Moderately Satisfied
1.75-2.49 Moderately Unsatisfied 3.25-4 Highly Satisfied

Table 4.6 signifies the summary of the average mean and remarks of the following food

establishments with regards to their quality attributes with its corresponding value. As indicated,

among the fast food establishments Masakaw Grill ranks as the most moderately satisfying with

regards to the food product it is because of the flavorful and pleasing appearance of their food.

According to Tung (2003), quality of food is a major concern for customers in deciding whether

to return to the establishment and their standards vary from food to food. In terms of the service

and dining environment, Infinitea is the highest and extremely satisfying because of their staff’s

characteristics that made their customers amazed and their spacious dining and parking area. In

the restaurant industry, customers not only evaluate the quality of food but also the quality of

service they encounter during their dining experience (Yong et al., 2013). According to Donkoh,

Quainoo, and Kaba (2012), quality of food and service as well as physical environment were all

significant determinants of customer satisfaction. According to Ahmad (2015), The service quality

and food quality have a positive influence on customer satisfaction and service quality dimensions
besides customer satisfaction have a positive influence on customer retention. Therefore, service

quality and food quality were two main factors that influenced customer satisfaction. Lastly for

the cleanliness, Sarabi Cusina and Café has the highest average mean and highly satisfying

because of their overwhelming ambiance that most of their customers felt relaxed. The probability

of the of return patronage was dependent on customers’ satisfaction with five aspect of the

restaurant namely: first and last impression, service quality, food quality, ambience quality, and

feeling comfortable eating there, and reservations and parking stated by Kivela et at., (2000) cited

by Omar, Ariffin & Ahmad (2015).

On the average, restaurant managers should take into consideration to enhance their

strategies and techniques in providing more offers to meet the expectation and satisfaction of their

consumers with regards to their quality of food, services, cleanliness and dining environment.

Table 4.7
Consumers’ Perceptions on Quality Attributes of the following fast food establishments

Scale: 1-1.74 Highly Unsatisfied 2.5-3.24 Moderately Satisfied

1.75-2.49 Moderately Unsatisfied 3.25-4 Highly Satisfied
Franchise General Weighted Mean Remarks
Café Bloopers 2.99 Moderately Satisfied
Infinitea 3.32 Highly Satisfied
Masakaw grill 2.89 Moderately Satisfied
Sarabi Cusina and café 3.19 Moderately satisfied

Table 4.7 signifies the general weighted mean and overall remarks of the consumers’

perception on quality attributes of the above fast food establishments. The findings revealed that

consumers were “highly satisfied” (gwm=3.32) with Infinitea with their good and satisfactory

quality attributes that most of the time consumers’ often visits the said establishment because of

its flavorful drinks, attentive and friendliness of staff, clean overwhelming and relaxing

environment with good parking area that has a great effect on consumers’ of coming back again.
While Sarabi Cusina and Café (gwm=3.10), Café Bloopers (gwm=2.96) and, Masakaw Grill

(gwm=2.83) was rated as “Moderately Satisfied”.

It only implies that consumers’ perception affects their revisit intention with the services

provided by the employees/staff of the said establishments. Consumer perceive a service in both

terms of the quality of service and satisfaction and the perceptions of consumers as it always relates

to their expectations and experiences as their overall evaluation to the clients’ performance

(Zeithaml et al. 2006).

III. Consumers Level of Satisfaction on the Services of Employees/Staff in the Restaurants

Table 4.8
Consumers Level of Satisfaction on the Services of Employees/Staff in the Restaurants

Scale: 1-1.74 Poor 2.50-3.24 Good

1.75-2.49 Average 3.25-4.00 Very Good
CAFEE MASAKAW SARABI CUSINA
INFINITEA
Indicators BLOOPER GRILL and CAFÉ
Average Average Average Average
Remarks Remarks Remarks Remarks
mean mean mean mean
Tangibility Very
3.05 Good 3.32 2.92 Good 2.76 Good
(1 item) Good
Reliability Very
2.93 Good 3.37 2.82 Good 2.85 Good
(5 items) Good
Responsiveness Very
2.96 Good 3.39 2.95 Good 2.85 Good
(4 items) Good
Assurance Very
3.08 Good 3.48 2.97 Good 2.99 Good
(4 items) Good
Empathy Very
3.11 Good 3.53 2.98 Good 2.89 Good
(5 items) Good

Table 4.8 signifies the summary of the average mean and remarks of the following food

establishments with regard to their level of satisfaction with the services of their employees/staff

that significantly affect consumers' satisfaction based on the four dimensions of quality. As

indicated, Sarabi Cusina and Cafe has the lowest average mean (2.76) in the dimension of
tangibility in the appearance of their personnel which means consumers are unsatisfied with the

appearance of the employees. Similarly, Masakaw Grill has the lowest average mean (2.82) in

reliability which is to perform the promised service dependably and accurately, which affect the

expectations of their consumers.

Sarabi and Cafe has the lowest average mean (2.85) in responsiveness in terms of helping

consumers and provide prompts service that significantly affects the dining experience of the

consumers. According to Andaleeb and Conway (2006) cited by Tung (2003) the factors that

explained customer satisfaction in the full-service restaurant segment and show their results

suggested that compared with food quality/reliability, physical design and price, service

responsiveness was the most important contributor to customer satisfaction. Sarabi and Cafe has

the lowest average mean (2.89) in the dimension of empathy in the range of caring, individualized

attention provided to their consumers has a great significant value and impact in the satisfaction

of their consumers. According to Chow and Luk (2005) they claimed that empathy is the highest

priority in assessing service quality of a fast food restaurant. This is because it provides caring,

individualized attention, approachability, as well as understanding the needs of customers.

Masakaw Grill has the lowest average mean (2.97) in assurance in which entails courtesy,

knowledge and ability of employees to inspire trust and confident. The implication is that

courteous and friendly employees affect consumer satisfaction. According to Tsai and Huang

(2002) cited by Ajobo (2012) employee expertise is an important component of overall service

quality to improve them on their assurance dimension by more welcoming courteous,

knowledgeable, and trustworthy during transactions.

This shows that restaurant operators need to give more attention on delivering consistent

and dependable services to the customers. Furthermore, Customers also demands that the
employees must be good in problem solving, providing prompt and quick services, check and

delivering great services.

Table 4.9
Consumers Level of Satisfaction on the Services of Employees/Staff in the Restaurants

Franchise General Weighted Mean Remarks

Café Bloopers 3.02 Good
Infinitea 3.44 Very Good
Masakaw grill 2.92 Good
Sarabi Cusina and café 2.88 Good
Scale: 1-1.74 Poor 2.50-3.24 Good
1.75-2.49 Average 3.25-4.00 Very Good

Table 4.9 signifies the general weighted mean and overall remarks of the consumers’ level

of satisfaction on the services of employees/staff of the following fast food establishments. It

indicates that among the following establishments Infinitea restaurant rated as the highest remarks

in terms of the services provided by their employees/staff. It implies that most of their consumers

are satisfied with their overall service. Highly satisfied customers have the strong intention to visit

back the restaurant and willing to recommend the restaurant to their friends and others. If the

customers are satisfied with the restaurant’s performance, they tend to be loyal. Consequently,

loyal customers not only visit more to the restaurant but also refer to another customer (Yong et

al. 2013)

However, on the average, Café Blooper, Masakaw Grill, and Sarabi Cusina and Café

restaurant was rated as “Good” which implies that there is a need for improvement, particularly in

the services of their staff and the food service attendants in dealing with their consumers.

According to Zeithaml et al. (2006), the critical factors to the success of the restaurants are their

services, meeting customers’ expectation, developing the right concept, finding the skillful

employees to perform a standard service, and training them to meet the level of service that
customers demand. Additionally, according to Liu & Jang (2009) cited by Donkoh et at. (2012)

the factors that affect customer satisfaction are food quality, service, the atmosphere or physical

environment and price. Satisfaction is the customers’ evaluation of a product or service in term of

whether that services or products have met the customer needs and expectations (Zeithaml et al.

2006).

Table 4.10
Relationship between Consumers’ Perception and Level of Satisfaction on the Services of
Employees/Staff on the Selected Food Establishments in Marawi City

DIRECTIONAL MEASURES
Asymp. Std. Approx.
Value Approx. Tb Significance
Errora Sig.
CAFEE BLOOPERS
Symmetric -.315 .183 -1.709 .087
Ordinal by Not Significant at
Somers' D Perception 1 Dependent -.319 .184 -1.709 .087
Ordinal a = 0.05
Satisfaction 1 Dependent -.311 .183 -1.709 .087
INFINITEA
Somers' D Symmetric .372 .131 2.867 .004
Ordinal by Perception 2 Dependent Significant at
.380 .134 2.867 .004
Ordinal a = 0.05
Satisfaction 2 Dependent .364 .128 2.867 .004
MASAKAW GRILL
Somers' D Symmetric .372 .131 2.867 .004
Ordinal by Perception 3 Dependent Significant at
.380 .134 2.867 .004
Ordinal a = 0.05
Satisfaction 3 Dependent .364 .128 2.867 .004
SARABI AND CAFÉ
Somers' D Symmetric -.297 .151 -1.899 .058
Ordinal by Not Significant at
Perception 4 Dependent -.303 .154 -1.899 .058
Ordinal a = 0.05
Satisfaction 4 Dependent -.291 .150 -1.899 .058

Table 4.10 shows the significant relationship between consumers’ perception and their

level of satisfaction on the services of employees/staff on the selected food establishments in

Marawi City. As indicated, there is lack of sufficient evidence to show that there is a significant

relationship between consumers’ perception on quality attributes and their level of satisfaction on

the services of employees/staff between Café Blooper and Sarabi Cusina and Café. However,

Infinitea and Masakaw Grill restaurant has a significant relationship in terms of the consumers’
perception and their level of satisfaction on the services of their employees/staff. It implies that

consumer satisfaction is influenced by the specific product or services features and perceptions of

their quality attributes. Therefore, satisfaction is also influenced by consumers’ emotional

responses, their attributions and their perception of their attributes and their services offered.

As Tsai and Huang (2002) have noted, employee expertise is an important component of

overall service quality. One implication therefore, is to improve on their assurance dimension by

becoming more welcoming courteous, knowledgeable, and trustworthy during transactions.

Customers perceive a service in both terms of the quality of service and satisfaction, and

perceptions of customers always relate to their expectations and experiences (Zeithaml et al.

(2006)
 Chapter 5

SUMMARY, CONCLUSION AND RECOMMENDATIONS

This chapter presents the summary of the findings, conclusion and recommendations of

the study.

Summary of Findings

The main concern of this study was to determine the consumer perception on quality

attributes and the level of satisfaction on the services of the selected food establishments in Marawi

City during the first semester of the year 2017. The researchers used a survey type research to

gather the data. The instrument used in this study was a three-part questionnaire which contained

the demographic profile of the respondents in terms of age, gender, occupation, frequency of

visiting food establishment, and the main reason for dining. The second part is the perception on

the quality attributes of restaurant and the third part included consumers’ level of satisfaction on

the services of employees/staff in the restaurants. Furthermore, this study tried to find out the

significant difference between the perception on quality attributes and the level of satisfaction of

the consumers. Data analysis tools used were frequency and percentage, weighted mean and

Somers Delta or Somers’ D.

Based on analysis and interpretation of the data gathered, the following major findings are

presented:

1. The demographic profile of the respondents:

1.1 Many (40.67%) of the consumer-respondents' ages were 20-25 years old;

1.2 Majority (85.33%) of the consumer-respondents were females;

1.3 Majority (67.33%) of the consumer-respondents were students;

 1.4 Many (47.33%) of the consumer-respondents visited below 5 times a week in the

fast food establishment;

1.5 Many (36.44%) of the consumer-respondents’ reason for dining is to have a change

of taste;

2. The consumers' perception on quality attributes of selected fast food establishments in

terms of:

2.1 Food Product with the highest average weighted mean of 3.04 is Masakaw Grill

remarked as moderately satisfied;

2.2 Service with the highest average weighted mean of 3.42 is Infinitea remarked as

highly satisfied;

2.3 Cleanliness with the highest average weighted mean of 3.70 is Sarabi Cusina and

Cafe remarked as highly satisfied; and

2.4 Dining Environment with the highest average weighted mean of 3.52 is Infinitea

remarked as highly satisfied;

3. The consumers' level of satisfaction on the services of employees/staff in fast food

establishments in terms of:

3.1 Tangibility with the highest average weighted mean of 3.32 is Infinitea remarked

as very good;

3.2 Reliability with the highest average weighted mean of 3.37 is Infinitea remarked as

very good; and

3.3 Responsiveness with the highest average weighted mean of 3.39 is Infinitea

remarked as very good.

 3.4 Assurance with the highest average weighted mean of 3.48 is Infinitea remarked as

very good;

3.5 Empathy with the highest average weighted mean of 3.53 is Infinitea remarked as

very good;

4. There was no significant difference between the consumers’ perceptions on quality

attributes and the level of satisfaction of the services of employees/staff of the Café

Blooper Restaurant and Sarabi Cusina and Café Restaurant. On the other hand, there

was a significant difference between the perception on quality attributes and the level

of satisfaction on the services of employee/staff of the Infinitea and Masakaw Grill

Restaurant.

Conclusion

This study was conducted to have a better understanding by clarifying the factors of the

customers’ dining experiences towards fast food establishments in Marawi City. To examine their

perceptions on quality attributes in terms of food quality, service, cleanliness and dining

environment and their satisfaction in terms of tangibility, reliability, responsiveness, assurance and

empathy.

As a conclusion, the outcome of the research indicates that most of the customers who dine

out are female students who were age 20 to 25 years old and they visited the said establishments

below five times a week to experience different taste. Furthermore, cleanliness and dining

environment is the most important factor that influencing dining experience in terms of their

perception on the quality attributes but establishment owners need to have some improvement in

terms of their food product and their services. However, among the said establishments Infinitea
restaurant is mostly rated as highly satisfied with their overall perception. Additionally, Infinitea

restaurant was rated as the highest rank with regards to their satisfaction of the services provided

by their employees/staff. It implies that the selected food establishments in Marawi City somehow

contribute to the mood of consumers by providing satisfactory of their food and services. Thus, it

can be concluded that although consumers felt good about their services, they still need to improve

to meet the standards of a food establishment as set of the DTI and DOH to ensure the quality of

its products and services.

It was found out that there was no significant difference between the perception on quality

attributes and the level of satisfaction on the services of employee/staff on the following food

establishments in Marawi City. On the other hand, there was a significant difference between the

perception on quality attributes and the level of satisfaction on the services of employee/staff of

the Infinitea and Masakaw Grill Restaurant.

Fast food establishments have to understand the customers’ perceptions, expectations,

satisfaction, and examine their service performance continuously to be at part with the competition

and to succeed in the long run.

Recommendations

In view of the findings and conclusions of the study, the researchers presented the

following recommendations:

1. Consumers are suggested to do the following:

1.1. To be rigorous in selecting food establishments and have adequate

information about the quality attributes and the services of the following restaurants to be
 vended and be cautious about the health nutrients they served and to choose the right menu

choices that is both consistent to their needs.

1.2. To be cautious about where they like to dine and eat and where they are

satisfied with their comfort zone.

2. Fast Food Owners and Managers are suggested to do the following to improve and enhance

their strategies and techniques in improving their marketing plans in

2.1 Food product in terms of the variety of vegetarian menu choices, pleasing appearance

of food and flavorful foods;

2.2 Service in terms of hours of operation and friendliness of staff; cleanliness in terms of

restroom and food replenishing process; and

2.3 Dining Environment in terms of parking area and overcrowding of space.

2.4 At the same it is recommended to conduct training for their employee/staff in basic

hygiene practices and proper sanitation, and most importantly enhance the skills of

communication among their workers.

3. Restaurant owners are suggested to improve their marketing skills in dealing with their

consumers on how to attract these people, and to create an improvement in their restaurant

and develop their businesses and their customer services.

4. Future researchers may consider conducting another study relevant to this topic which

includes the rules and guidelines concerning the practices in pricing, purchasing, receiving,

storage, inventory and safety operating of the food service establishment. Provide

additional study of the various foodservices practices of selected fast food establishments

in Marawi City using the common means of obtaining information such as questionnaire,

personal interview and observations. Qualitative and quantitative method used of data. It
is also recommended that future researchers should consider a wider perspective and

improve the scope of research in understanding customer perception and the level of

satisfaction and the revisit intention of the consumers.

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APPENDICES
 54

Appendix A
LETTER TO THE RESPONDENTS

Republic of the Philippines

MINDANAO STATE UNIVERSITY
Marawi City

Dear Respondents,

We, the undersigned are T.L.E graduating students conducting a research entitled

"Consumer Perception on Quality Attributes and The Level of Satisfaction on The Services

of The Selected Food Establishment in Marawi City." We are humbly requesting your honest

cooperation in answering the attached survey form to ensure the provision of factual and reliable

data. Your cooperation will contribute a lot to the success of the study.

Rest assured that your identity and answers shall be treated with utmost confidentiality and

will be used for academic purposes only. May Almighty Allah reward you His bounteous blessings

in this world and in the hereafter.

Thank you very much.

Sincerely yours,
Ms. Hanan A. Nasief
Ms. Adelaida C. Abdulwahab
Researchers

Noted by:
Prof. Rohanie M. Sultan PhD, RGC
Thesis adviser
 55

Appendix B
Republic of the Philippines
MINDANAO STATE UNIVERSITY
Marawi City

SURVEY QUESTIONNAIRE
Name of Restaurants:

( ) Masakaw Grill ( ) Sarabi Cusina

( ) Café Blooper ( ) Infinitea

Section I. Demographic Profile

Before proceeding, please provide the following background information.

Name: (optional)

5. Age

18-20 below 20-25 25-30 above

6. Gender

Male Female

7. Occupation

Student Self Employed

Government employed others, please specify_____________

8. How many times have you visited this establishment?

First time Below 5 times a week 6-10 times a week

11-15 times a week 16 times or more in a week

9. Main reason for dining? (check at least three)

Special occasion No time to cook Close to your residence

Value for money spent Change of taste like the taste of the

food

Others:
 56

Section II. Perception on the quality attributes of restaurants.

Place a “√” in the box that mostly describes your dining experience at the selected Restaurant.
The rank scores as follows:

Highly Moderately Moderately Highly

unsatisfied unsatisfied satisfied satisfied

(1) (2) (3) (4)

 Food Product

A. Variety of menu choices

B. Variety of healthy menu
choices
C. Variety of vegetarian menu
choices
D. Appropriate temperature of the
food
E. Pleasing appearance of the
food
F. Freshness of the food

G. Flavorful food

H. Availability of new items

 Service

a. Efficiency of service

b. Friendliness of staff

c. Helpfulness of staff

d. Hours of operations

e. Responsiveness of staff
f. Treat all customers with
courtesy and respect
g. Create a positive first
impression for all customers.
h. Listen to customers in an
active and engaged way
i. Demonstrate empathy to
customers
j. Provide positive recognition to
customers.
 57

k. Waiting queue of orders

l. Attentiveness of staff

m. Patience of staff

n. Communication skills of staff

 Cleanliness

a. Counter Areas

b. Eating Areas (tables, chair,

etc.)
c. Restroom

d. Food replenish process

 Dining Environment

 Structural Requirements:

o Floors

o Walls

o Ceilings

o Lighting

o Ventilation

o Overcrowding

o Toilet and hand washing

facilities
o Garbage disposal

1. Convenience Location

2. Appearance of Staff

o Wear clean working

garment and hair restrain
o Good personal hygiene

3. Relaxed atmosphere or
ambiance
4. Comfort
 58

5. Good for eating with children

6. Parking Area

Section III. Consumers’ Level of Satisfaction on the services of employees/staff in the restaurants.

Place a “√” in the box that satisfies your dining experience at the selected Restaurant.

Poor Average Good Very Good

(1) (2) (3) (4)

1. Tangibility
a. professional appearance of
employees

2. Reliability
a. act according to promises

b. sincere interest in solving

problems

c. services are performed right the

first time

d. provides services at the time

promised

e. insists on error

3. Responsiveness
a. informs exactly when services
will be provided

b. provides prompt services

c. always willing to help

d. never too busy to respond to

service requests

4. Assurance
a. employee behavior instills
confidence
 59

b. customers feel secure in their

transaction

c. employees are consistently

courteous

d. employees have the knowledge

to answer
questions

5. Empathy
a. provides individual attention

b. has convenient operating hours

c. employees provide personal

attention

d. has the best interest of the

customers at hearts

e. employees understand the

needs of their customers

Thank you for your time and cooperation! 

 60

Appendix C
Republic of the Philippines
MINDANAO STATE UNIVERSITY
Marawi City

CERTIFICATON FROM STATISTICIAN

Name of Respondents
Title of Paper
Thesis Adviser
Name of the instruments analyzed
Data Analyzed
Purpose of the Analysis
Identify the Variables
Number of Respondents
: Ms. HANAN A. NASIEF
: Ms. ADELAIDA C. ABDULWAHAB
CONSUMER PERCEPTIONON QUALITY ATTRIBUTES AND
:
THE LEVEL OF SATISFACTION ON THE SERVICES OF THE
SELECTED FOOD ESTABLISHMENT IN MARAWI CITY
: Dr. ROHANIE M. SULTAN
Survey Questionnaire
:
: June 16, 2017
: To compute the weighted mean in each variables/question
: To test the correlation between consumers’ perception on quality
attributes and their level of satisfaction on the services of
employees/staff to the selected restaurants
: To interpret the results
: Scale: ALL VARIABLES
: 150 respondents

This is to certify that Ms. HANAN A. NASIEF and Ms. ADELAIDA C. ABDULWAHAB,
undergraduate students of the College of Education, Mindanao State University, Marawi City,
requested the undersigned to perform the statistical analysis to the data gathered for their
undergraduate thesis entitled:
“CONSUMER PERCEPTIONON QUALITY ATTRIBUTES AND THE LEVEL OF
SATISFACTION ON THE SERVICES OF THE SELECTED FOOD ESTABLISHMENT
IN MARAWI CITY”
The following statistical tools were used in the analysis:
A. Frequency distribution (frequency and percentage);
B. Weighted Mean
C. Hypothesis testing for correlation of dependent and independent variables

The analysis was performed using Microsoft Excel 2007 and SPSS Statistics 17.0.
This certification is issued on June 20, 2017 upon the request of Ms. Hanan A. Nasief and Ms.
Adelaida C. Abdulwahab for whatever purpose it may serve them the best.

MS. JEHAN R. ABBAS

Stat Analyst/MS Mathematician UP Diliman
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Appendix E
FINAL ORAL EXAMINATION REPORT
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Appendix F
CONSULTATION LOG
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Appendix G
CERTIFICATION FROM THE EDITOR
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Appendix H
CURRICULUM VITAE
HANAN A. NASIEF, LPT
Sugod-I,Tugaya, Lanao Del Sur
09060392174/09488388729
hanancalauto08@gmail.com

PERSONAL INFORMATION

Name: Hanan A. Nasief, LPT

Date of birth: October 7, 1995
Place of birth: Sugod-I, Tugaya, lanao Del Sur
Religion: Islam
Tribe: Meranao
Civil status: Single
Contact number: 090603921746/09488388729
Email address: hanancalauto08@gmail.com
Address:
Home address: Sugod-I, Tugaya, Lanao Del Sur
Marawi address: Commercial Street, MSU-Main, Marawi city

EDUCATIONAL BACKGROUND

College Mindanao State University

Bachelor of Secondary Education Major in TLE

Secondary Tugaya Community High school

March 23, 2013

Elementary City Central Elementary School, Cebu City

March 25, 2006
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Curriculum Vitae

ADELAIDA C. ABDUL WAHAB

Poblacion, Saguiaran, Lanao Del Sur
09055524935/09216791473
abdulwahabadelaida@gmail.com

PERSONAL INFORMATION

Name: Adelaida C. Abdul Wahab

Date of birth: October 5, 1993
Place of birth: Poblacion, Saguiaran, Lanao Del Sur
Religion: Islam
Tribe: Meranao
Civil status: Single
Contact number: 09055524935/09216791473
FB email address: abdulwahabadelaida@gmail.com
Address:
Home address: Poblacion, Saguiaran, Lanao del Sur
Marawi address: 3rd Street, MSU-Main, Marawi city

EDUCATIONAL BACKGROUND

College Mindanao State University

Bachelor of Secondary Education Major in TLE

Secondary MSU-Saguiaran Community High school

March 28, 2011

Elementary Saguiaran Central Elementary School

April 2, 2007