CONSUMER SATISFACTION ON SCHOOL CANTEEN:

BASIS FOR MARKETING PLAN

A Research Proposal Presented to the Research Panel

of Zamboanga del Sur National High School-Senior High School (ZSNHS-SHS)
Pagadian City, Zamboanga Del Sur, Philippines.

In Partial Fulfillment in

Quantitative Research 2
By:

Sausing, Michelle Jallian

Martinez, Patrick Jason
Argomido, Andrea Hail
Dapun, Divine Grace
Nerez, Cloe Allison
Colonia, Rhealou
Eugenio, Sheene
Calibo, Romaryo
Balindong, Jalal
Juntado, Marife
Ferrer, Gil

November 2023
 CHAPTER I

PROBLEM AND ITS SCOPE

This chapter presents the research gap, supporting theories, and the

significance of our study. We identify the gap in our study, discuss relevant theories,

and highlight how our research addresses the gap and contributes to the field.

Introduction

Consumer satisfaction in school canteens refers to the satisfaction of students

and stakeholders regarding food quality, hygiene, pricing, and other factors. It

measures how well a product or service meets consumers' expectations and needs.

Satisfied consumers are more likely to return and recommend the product or service

to others, significantly impacting the business's success (Prayag et al., 2018).

Consumer dissatisfaction is a common global issue faced by businesses,

often due to poor product quality, inadequate customer service, and unmet

expectations. To improve customer satisfaction and loyalty, businesses must

understand the causes of these issues. A study found that consumer beliefs hinder

luxury brand purchases as the price of luxury goods and services limits their

perceived value. This weakens brand value, limiting wealthy consumers and upper-

class individuals from purchasing products and services that everyone possesses

(Yun, 2022). A study found that product or service quality affects customer

satisfaction in low-income countries. To increase customer satisfaction, companies

should offer high-quality products and services, understand consumer beliefs, and

improve customer satisfaction. This approach reduces the likelihood of

dissatisfaction (Nassè, 2022).

 In the food industry, quality is a product guarantee. That is, the quality of a

product is an absolute requirement. Because in reality, consumers will only consume

products whose quality is guaranteed. (Roidah Lina, 2022). Product quality has a

significant positive effect on customer satisfaction. Consumer satisfaction has a

significant positive effect on repurchase intentions. Consumer satisfaction acts as a

partial mediating variable on the effect of the relationship of product quality on

repurchase intentions (Dewa Ayu Taman Sari et al., 2020).

Brand image and product quality have a positive and significant effect on the

mediating variable of consumer satisfaction. (Andhika Danu Praja et al., 2022).

Product quality and brand image have a direct influence on the purchase decision

process. Additionally, product quality and brand image affect the purchase decisions,

mediated by customer satisfaction, of Indonesian automotive customers. The

practical implications are that the automotive industry should manage its brand

image as the most important factor influencing purchasing decisions. Mediated by

customer satisfaction, brand image also is the greatest factor influencing the

purchase decision. The other managerial implication is that the automotive industry

should manage product quality and communicate that aspect to customers. (Aris

Insan Waluya et al., 2019).

A study conducted at Bestlink College by grade 12 ABM students in 2019

stated that to appease the dissatisfaction of the customers, you need to factor in the

nutrition of food, the price of food, and the cleanliness of food in the canteen.

Nutrition of Food: Foods that were served in the canteen meet the satisfaction of the

Grade 12 ABM students in terms of taste, nutrition, and menus that promote a

healthy lifestyle. Price of food: the price of food in the canteen is found to be

reasonable per serving and meets the budget of the Grade 12 ABM students.
Cleanliness of the food: this included the neatness of the canteen staff, the area, and

the preparation and arrangement of the foods. The school canteen was found to be

satisfactory in terms of promoting the cleanliness of the food for the benefit of the

students and other customers. The results of the study showed that the Bestlink

Canteen has a satisfactory rate in terms of its food services. also offers different food

services to produce productive students.

Presently, Zamboanga Del Sur National High School-Senior High School

(ZSNHS) faces several challenges in providing quality food products to its students.

Students have expressed their dissatisfaction with the quality of canteen products,

leading to unhappiness and dissatisfaction. Furthermore, both teachers and students

have recommended the need for a more spacious venue, as the currently crowded

canteen contributes to customer dissatisfaction. Additionally, there have been

various complaints and experiences shared by students regarding the limited variety

and quality of food available in the canteen.

The study aims to contribute to the existing literature by shedding light on the

influence of product quality on consumer satisfaction in school canteens. It will

explore the specific aspects of product quality that impact students' satisfaction. The

findings of this research will offer practical implications for school administrators and

canteen operators to develop marketing plans that consider the importance of

offering a quality food product aligned with current trends. Ultimately, bridging this

research gap will contribute to improving overall consumer satisfaction in school

canteens and enhancing students' experiences.

Statement of the Problem

 This research aims to determine what is needed to satisfy the customers to

create a marketing plan.

1. How may the profile of the respondent's be described in terms of:

1.1 Age
1.2 Sex
1.3 Grade level and
1.4 Strand

2. What are the factors that can affect their satisfaction?

3. Does the level of satisfaction have a significant effect on creating a marketing

plan?

Null Hypothesis

This study tested the following null hypothesis at a 0.05 level of significance.

H o : There is no significant relationship between consumer satisfaction and marketing

plan.

Scope and Limitation of the Study

This study aims to determine the level of satisfaction of students towards the

school canteen's food quality, price, service speed, and cleanliness. The study will

be conducted using a descriptive quantitative research design, which involves the

collection and analysis of numerical data. The variables to be included in the study

are food quality, price, service speed, and cleanliness. These variables will be

measured using a Likert scale questionnaire, which will be administered to the

respondents. On the other hand, variables that will be excluded from the study are

the school canteen's location, ambiance, and menu variety, as these are not the
main focus of the study. The study aims to provide insights into the level of

satisfaction of students towards the school canteen's food quality, price, service

speed, and cleanliness. The results of the study can be used as a basis for

developing a marketing plan that will improve the school canteen's services and

increase student satisfaction. The study will be conducted during the second

semester of the academic year 2023-2024. The data will be gathered from a sample

of 100 students who are currently enrolled in the school. The data collection will be

done through a self-administered questionnaire that will be distributed to the

respondents during their break time. The sample will be selected using a systematic

random sampling technique to ensure that the result is not bias. The data collection

method that will be used in the study is a self-administered questionnaire. The

questionnaire will be composed of closed-ended questions that will be answered

using a Likert scale. The Likert scale will range from 1 to 5, with 1 being the lowest

level of satisfaction and 5 being the highest level of satisfaction. The researchers

obtained permission to conduct the study from the office of the principal.

Significance of the study

The purpose of this study is to explore the experience of the students in terms

of satisfaction and other stakeholders in the ZSNHS school canteen. The study

result may be beneficial to the following:

Students. Students would benefit from this study if they wanted to know the truth

about how the school’s canteen operates and what basic services are required of it.

Teachers. To improve services like affordable prices, nutritious food, facilities,

maintaining cleanliness and sanitation, and offering teachers feedback, the

administration and school canteen management may be encouraged to do so.

School Administrator. The outcomes might include data that can be used to

develop policies and enhance the canteen services offered to ZSNHS teachers and

students. This could assist school principals in providing canteen facilities to be

included in the school improvement plan.

Canteen Managers. The managers of the canteen may be able to use this

information to prioritize areas for improvement to better fulfill the needs of the

students and teachers who use the canteen.

Future Researchers. This could be the starting point for individuals who are

interested in conducting more research on the canteen’s quality of service and the

satisfaction of the teachers and students.

Conceptual Framework

This study focuses on descriptive research on customer satisfaction at

Zamboanga Del Sur National High School-Senior High School. The researchers will

identify customer satisfaction as an independent variable and the marketing plan as

a dependent variable.

Customer Satisfaction
on School Canteen Marketing
 Product Quality
Plan
 Surroundings
 Hygiene
Theoretical Framework

Theoretical frameworks are essential in research as they provide a

foundation for understanding the phenomena under investigation. In this study, we

adopt three theories. The first theory is that, according to VALUE-PERCEPT

DISPARITY THEORY proposed by Westbrook and Reilly (1983), customer

satisfaction is the pleasurable emotional state that occurs when customers evaluate

a service that aligns with their values. This theory explains why customers switch

brands, have issues with trial products, or prefer certain services over others, even if

these other brands, products, and services are more highly expected. It explains

customer satisfaction through two factors: actual value (AV) and ideal value (IV). AV

is the actual quality or performance of a product as perceived by a customer, while

IV is the "ideal" quality or performance of a product that a customer expects before

purchasing the product. The difference between AV and IV can be named

"perceptual discrepancy (PD).

And last is the EXPECTANCY-DISCONFORMATION THEORY (EDT) is a

psychological theory that explains how individuals form judgments about their

satisfaction or dissatisfaction with a particular product or service. It was first

proposed by Richard L. Oliver in 1980. Oliver is a prominent scholar in the field of

marketing and consumer behavior, and his work has made significant contributions

to understanding customer satisfaction and post-purchase evaluation. The EDT has

been widely applied in the field of marketing and has influenced subsequent

research on consumer behavior and satisfaction.

Definition of Terms

Consumer - Consumer is a person who buys or uses goods or services for their own

needs or wants. Consumers can also be organizations that purchase products or

services from other businesses.

Consumer Satisfaction - Consumer satisfaction is the degree to which a

consumer’s expectations and requirements are met or exceeded by a product,

service, or experience. Consumer satisfaction is influenced by various factors such

as quality, price, usability, service, and brand image.

Dissatisfaction - It is the feeling of unhappiness or displeasure that arises when a

consumer’s expectations and requirements are not met by a product, service, or

experience. Dissatisfaction can result from issues such as poor quality, high price,

unmet needs, or poor service.

Customer service - Customer service is the direct interaction between a business

and its customers before, during, and after the purchase of a product or service.

Customer service involves providing assistance, guidance, information, and solutions

to customers’ problems or inquiries.

Consumer dissatisfaction - Customer dissatisfaction is a specific type of

dissatisfaction that occurs when a customer is not happy with a business’s products,

services, or conduct.

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