SAN SEBASTIAN COLLEGE RECOLETOS - MANILA

LEVEL OF CUSTOMER SATISFACTION TOWARDS

FOOD DELIVERY IN THE BEHAVIOR OF COLLEGE
STUDENTS OF SAN SEBASTIAN RECOLETOS-
MANILA

A research Paper
Presented to
The College of Business Administration
San Sebastian College – Recoletos

In Partial Fulfilment of the Requirements for the Degree of

Bachelor of Science in Business Administration

Submitted by:

INLONG, JOHN KEVIN P.

LUCES, LARA KAYE B.
OMAÑA, DEON RONALD C
PANGAN, VINCE LENARD C.

March 2021

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Table of Contents

I. The Problem and Its Background

INTRODUCTION………………………………………………………… 3-5

BACKGROUND OF THE STUDY………………………………………. 5-7

STATEMENT OF THE PROBLEM……………………………………… 7-8

HYPOTHESIS………………………………………………………………8

SIGNIFICANCE OF THE STUDY……………….……………………….8-9

THEORETICAL FRAMEWORK……………………………………...….9-10

CONCEPTUAL FRAMEWORK…………..…………………………….10-11

SCOPE AND LIMITATION……………………………………………11-12

DEFINITION OF TERMS………………………………………………….12

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CHAPTER I:

THE PROBLEM AND ITS BACKGROUND

INTRODUCTION

Now a days, the world is continuing to develop things using technology. Using smart

phones, it can easily order or choose delicious food that can eat at home. It is saved of time and

less work especially for individuals who are tired working and cannot able to prepare food. The

internet is also use as distribution continuously

Today, a variety of businesses are setting up online due to technology. Food delivery is

one of the most commonplace services in the modern world. Combining professionally made

food with convenient access from home (Harvey, 2019).

The workers were engaged through the use of their strategies. As they acquired

knowledge, comprehension, application, analysis and evaluation. The workers were able to use

these factors as they used their cognitive thinking skills through the process of learning. The

Internal influences that have effect on consumer behavior consist of an individual’s perception,

learning, memory, motives, personality, emotions and attitudes. (Hawkins & Mothersbaugh,

2010, 274-275).

Millennials are more aware in buying food online. Because of that some old people

adopt this kind of habit, they choose to buy online instead of home cook meal. Food delivery

services are gaining popularity in the market today. With most millennials who opt to order

food online, its demand continues to increase day by day (Founders Guide, 2019).

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The idea of food delivery quickly became the new standard for dining it is an additional

costumer to a food business that you have a home delivery service.

It is a unique platform that can use easily on any device, safely and conveniently. Food

delivery plays a huge role in customer experience and satisfaction by many factors such as food

availability, rating by other customers, payment mode, and human interaction (Kwong &

Shiun-Yi, 2017).

Students are also busy because of online class. They are not capable in going to malls

or in their favourite restaurants. Because of gadgets they are now capable in ordering their

favourite food easily and eat safely in their house.

Convenience is the prime factor to the customers, as to place an order is as simple as

few clicks on any mobile devices. Customer can order food from their favourite restaurant,

choose their dishes, choose to pay on cash delivery, debit card, credit card, or another mobile

wallet (Churchill Moondra, et al.).

To gain maximum customer satisfaction, service providers need to focus on the quality

of service and the ultimate goal of the food delivery services should be to have maximum

customer satisfaction and not only profit (Nicholaides, 2008; Andaleeb & Conway, 2006).

Customer satisfaction determines how happy customers are with the products, services,

and capabilities. It will build the customers loyalty and trust. This study will determine the

level of customer satisfaction towards food delivery. This will help the service providers to

understand the consumers need and perceptions about food delivery and enhance their services.

Online consumers are always seeking new products, new attractiveness and the most

important thing being price compatibility with their budget. The internet is the best way to save

time and money through purchasing online within their range of

budget at home or in anywhere. Online consumers don’t have limits to online

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shopping. They also use internet for comparison of prices of goods and services,

news, visit social networks and search information and so on. The recession has so much impact

on online consumer behaviour (Rodriguez, 2009, p. 3). Online shopping behaviour depends on

variables, internet knowledge and experience and last factor is shopping incentives. These are

key determinants to influence the behaviour of online

consumers. Online seekers are the main sources of online shoppers always want to seek

information within few clicks and reach to the most relevant information according to their

requirements such as competitive brands, best price offers, product specification and consumer

word (2005, p. 32).

According to Hong Lan, et al, (2016), online food delivery market is immature yet;

there are some obvious problems that can be seen from consumers‟ negative comments. In

order to solve these problems, we can neither rely merely on the self-discipline of online food

delivery restaurants nor the supervision and management of online food delivery platforms.

Only by taking laws as the criterion, with the joined efforts of the online food delivery

platforms and restaurants, the government departments concerned, consumers and all parties

in the society, can these problems be solved and a good online take away environment can be

created.

BACKGROUND OF THE STUDY

Food Delivery is very popular because of its convenience to customers, easy to choose

food and delivered to their respective location. The demand for quick and convenient food

delivery increases in the market. They follow rules for the food quality, food safety, and food

delivery services to maintain the consistent of the food.

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Customer conduct in a common sense can be considered to be everything, as every

aspect of our lives rotates around the utilization of goods and services. The field of customer

behaviour covers a wide extend of bases as it focuses on the entire consumption handle,

including issues that impact a customer before, after and during a purchase.

San Sebastian College Recoletos Manila is an Augustinian Recollect School, owned

and operated by the Order of Augustinian Recollects. College Students of SSCR are

independent students and have enough knowledge on technology. College Students expect a

level of service on Online Shop and Food Delivery Applications equal or better than in physical

retail outlets.

The food delivery providers face challenges in delivering the orders. The college

students have a high expectation on different delivery services. The researchers study the level

of customer satisfaction on food delivery to have an effective and efficient way to satisfy the

consumers and surpass their satisfaction.

The proposed output is called the Skills Enhancement Training Program that includes

different programs such as seminars, training, career-advocacy programs that can be suggested

to workers in improving their mastery of their work. This will be important because, costumers

are very conservative in terms of food.

The researchers came up with this idea in a way business will be called out to be able

to help them in having a good service performance by being able to enhance their skills which

would result the workers to develop better skills and knowledge in doing their task. The

outcome was a great advantage for workers so that they can be ready in the process of

delivering food in the challenges of the different costumer they are going to face.

This study helped the delivery business to satisfy their costumer and get their loyalty in

their company. As they have faced challenging tasks yet again but they were able to deal with

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different kind of costumer in their particular field with the essence of experience that made

them boost their skills and extend their knowledge because of the help of having attention and

making action to train the workers in delivery services.

STATEMENT OF THE PROBLEM

This study aims to determine the level of customer satisfaction towards food delivery in

behavior of college students of san Sebastian College Recoletos Manila.

Specifically, it sought to answer the following questions:

1. How do the respondents describe customer satisfaction in terms of;

1.1 Food

1.2 Service

2. How does Online Food Delivery satisfy their customers?

3. How do the respondents describe costumer behavior in buying delivery food?

4. Is there a correlation between customer satisfaction in the behavior of the students?

5. What implications may be drawn from the results of the study to enhance the service of

online food deliveries?

HYPOTHESIS

Based on the foregoing problems of the study, the researchers formulated the hypothesis below:

1. There is a significant relationship between customer satisfaction in the behavior of the

college students?

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2. There is no significant relationship between between customer satisfaction in the behavior

of the college students.

SIGNIFICANCE OF THE STUDY

This research aims to determine the level of customer satisfaction towards food delivery and

understand the consumer behavior in the context of online food delivery services among

college students of San Sebastian College Recoletos- Manila. With the establishment of the

variables previously mentioned, the findings of this research will be of high significance,

especially to the following:

Students: It is anticipated that this study will give the students awareness about proper

information in food & delivery quality and factors in the food delivery services. Complains and

expectations of college students to the online food deliveries may be addressed to help the

students. Possible management and alternative approaches may be stipulated by the researchers

on the recommendation to address certain issues identified in this research.

Customers: Changes in the food delivery services brought about by this research may impact

other customers which may improve or decrease their satisfaction. Since with poor delivery

satisfaction, food quality may be affected and may not meet customer expectation which is a

key determinant of the consumption experience, satisfaction and loyalty. This study would

provide recommendations to address certain issues identified in this research.

Family: This study will inform parents about the current situation of their children in terms of

their satisfaction with the food delivery services they avail which may impact their health and

eventually affect their learning, leading to its impact on their safety, emotion, and mental

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health, the results of this research may be of help to the parents in providing better guidance,

orientation and support for their children.

Company: Companies providing food services may highly be affected due to the poor or

improved customer satisfaction which may cause changes in their profit especially during the

COVID-19 pandemic. The study may serve as a conduit to relay the suggestions, complains

and praise of the college students of San Sebastian College Recoletos- Manila to the food

provider companies in order to meet customer satisfaction with the use of strategies and

revisions of some practices.

THEORETHICAL FRAMEWORKS

The study focusses in determining the level of satisfaction of college students of SSC-

R Manila in food delivery services.

People are continuing to order food online because of pandemic. Many businesses offer

free delivery when you buy to their product to have costumers. But some of them are failing

because of the process of delivery. Business will encounter challenges and problems regarding

to the service that was being render. Through the process of delivery, the study of getting the

level of customer satisfaction towards food delivery among college students will help food

businesses that offer delivery to improve their services.

Parasuraman et al (1991), Divide customer service expectations into two levels: desired

and adequate. Desired level of service expectations is a state of service the customer desires to

receive, whereas adequate level of customer expectation is the level of service the customer

can only “accept” without being too satisfied with it.

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Walker (1995), Offers conceptualized service encounter model that is divided into three

disconfirmation stages: First stage is evaluation stage in which peripheral service is offered

before the consumption of the core service. Second stage involves intensive anticipation of

core service by consumer. Third stage is the final in which delivery interaction is undertaken.

CONCEPTUAL FRAMEWORKS

Input Process Output

1. How do the
respondents
describe customer Gathering of Data
satisfaction in through:
terms of;
Survey Skills
1.1 Food Enhancement
Questionnaire Training Program
1.2 Service
2. How does
Online Food
Delivery satisfy
their customers?
3. How do the
respondents
describe costumer
behavior in buying
delivery food?
4. Is there a
correlation
between customer
satisfaction in the
behavior of the
students?

Feedback
Figure 1 –Schematic Diagram of the Study

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Figure 1 presented the schematic diagram of the study. The input involves How do the

respondents describe customer satisfaction in terms of; food and service, Is there a correlation

between customer satisfaction in the behavior of the students, How does Online Food Delivery

satisfy their customers and What implications may be drawn from the results of the study to

enhance the service of online food deliveries. The process involves the use of a survey

questionnaire in gathering the data throughout the school of the San Sebastian College

Recoletos Manila survey questionnaire will be distribute to the selected college students. The

output is the implementation of the program called Skills Enhancing Program wherein

programs such as seminars, tutoring, career guidance will help them to enhance their

knowledge and skills in their work.

SCOPE AND DELIMITATIONS

The researchers aimed to define the level of customer satisfaction towards food delivery

in the behavior of college students of San Sebastian College Recoletos Manila.

Many of Businesses were still suffering on the different kinds of costumer they were

facing on their delivery services but these studies are a helpful tool in achieving good and

effective working performance to satisfy costumer.

The scope of the study covered the San Sebastian College Recoletos Manila. where in

the researchers would create survey questionnaires through google forms so they could

determine how effective and satisfy their costumer. This would serve as a proof on the results

of the study conducted.

This on-going study helps the food business to further understand how they will

improve their delivery services. The output of the study would give them the time to learn new

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ideas and concepts that would make them gain the importance and benefits in giving time in

this research.

DEFINITION OF TERMS

Retail Outlet - A retail outlet may take the form of a shop or store which buyers visit

to make purchases, or it could be an Automatic Vending Machine or kiosk located in a hotel

or restaurant.

Purchase – acquisition by the payment of money or its equivalent.

Online Consumers – person who purchases good and services for personal use through

online.

Food Delivery Services – is a courier service in which a restaurant, store, or

independent food delivery company delivers food to a customer. An order is typically made

through food delivery applications.

Customer Satisfaction - is defined as a measurement that determines how happy

customers are with a company's products, services, and capabilities.

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