Thesis - Level of Customers Satisfaction (Logo)

Republic of the Philippines
MARINDUQUE STATE COLLEGE

LABORATORY SCHOOL 1
Main Campus: Boac / Branches: Santa Cruz • Torrijos • Gasan
Panfilo P. Manguera Sr. Rd., Tanza, Boac, Marinduque 4900
Tel. No.: (042) 332-2028 Email Address: sucpresident.msc@gmail.com LHS Tel. No: (042) 332 – 0351
Website: www.marinduquestatecollege.edu.ph LHS Email Address: mscssted.labschool@yahoo.com
LEVEL OF CUSTOMER’S SATISFACTION TO THE SERVICE
PROVIDED IN MARINDUQUE STATE COLLEGE’S
CANTEEN
MARIAN S. EMPIG
RHEAMARIE M. MANALO
MA. ANGELICA J. SADICON
MARIBUEN V. MALITAO
Vision: MSC-a premier College in the Region along the field of Instruction, Research, Extension and Production.
Mission: Provide quality, responsive and dynamic leadership in the areas of Education, Technology, Engineering, Environment,
Agriculture, Fisheries, Culture, Arts and Sciences to empower God fearing individuals who are innovators and protectors for the
sustainable development of the province and the country as a whole.
LABORATORY SCHOOL 2
CHAPTER 1: PROBLEM AND ITS SETTINGS
Introduction
Meeting the satisfaction of the customers is one of the most important things that
a business should do in order to patronize and survive their business.
Customers’ satisfaction plays an important role within a business, not only it is
the leading indicator to measure customer’s loyalty, identify unhappy customers, reduce
churn and increase revenue, it is also a key point of differentiation that helps to attract
new customers in a business. Customers’ satisfaction also provides metric that can use to
manage and improve a business. Through customer’s satisfaction we can identify the
weakest and strongest point of a business and identify the things that should be improve
and things that should maintain.
In order to meet the satisfaction of the customers in a business, a business should
have good customers service. Customers’ service is a term that might have come across
often while purchasing a product. Since customers’ service and the success of a business
are codependent, business should focus on providing excellent service to their customers.
Customers’ service is a way a business is able to serve customers.
Provided service is important in meeting the satisfaction of the customers.
Providing good service quality makes that makes the customers satisfied leads to
patronizing their business, customers keep coming back, giving constructive feedback
LABORATORY SCHOOL 3
and so the ability to continues enhancing their business and there is a communication and
cooperation between the staff, management and customers.
Being students who patronized the services of MSC canteen, the researchers are
concerned with the level of satisfaction of the students for them to improve the quality of
the delivery of services.
Background of the Study
School canteen is a great place to promote an enjoyment of healthy living. For
students who use the canteen regularly, the foods purchased make a significant
contribution to their total food intake and nutrition; therefore, it makes sense their ability
to learn and take the information presented to them in class. All universities and colleges
have their own food canteen or cafeteria. According to commission on Higher Education
(CHED) Memorandum Order No. 21 of 2006-Section 10 refers to the insurance of
available, adequate, safe and healthy food within the campus and immediate vicinity.
Marinduque State College (MSC) is a well-known institution in the province of
Marinduque. It provides many programs, courses and high quality education that is why
the students choose to study at MSC. MSC has its own canteen that provides a variety of
foods and services for students. However, the services they provided are not meeting the
satisfaction of the customers because of the affordability of foods and the quality of the
services they offered.
Statement of the Problems
LABORATORY SCHOOL 4
This study aims to determine the customer’s satisfaction on canteen services in
particular and perception to actual performance of the services by Marinduque State
College (MSC) canteen. Specifically, this research aims to answer the following:
1. What is the demographic profile of the respondents in terms of:
1.1 age
1.2 gender
1.3 family income
2 What is the level of satisfaction of the respondents in terms of:
2.1 Assurance
2.2 Food quality
2.3 Responsiveness
2.4 Hygiene quality
3 Is there a significant difference in the level of satisfaction of the respondent according
to demographic profile?
Objective or Purpose of the Study

The main objective of this study is to know why students prefer to eat outside the
school rather than in the school canteen, how important the students’ satisfaction is, and
provide recommendations that may help to improve the services of the school canteen. To
recommend interaction to improve management and proper service provision at is
another objective of this study.
LABORATORY SCHOOL 5
The study aims, in general is to study how to improve the services provided by the
MSC canteen in order to meet the satisfaction of the costumers.
Research Questions or Investigative Problem
Specifically, the study aims to know the importance of costumer’s satisfaction in
the service provided to the students by the school canteen and to know what is things
should the management should improve. Further, it seeks for the following sub-problems:
1. Taste
2. Amount of food
3. Quick service
4. Clean dining area
Specifically, it will seek for the following questions:
1. How demographic profile affects the satisfaction of the customer?
2. How food quality contributes to the satisfaction of the customer
3. Why responsiveness and quality hygiene are important factor in satisfaction of the
customers?
Hypothesis or Assumption
H 1: There is no significant difference in the level of satisfaction of the respondent group
according to demographic profile?
LABORATORY SCHOOL 6
H 2: There is no significant impact to the level of satisfaction of the respondent regarding
to food quality?
H 3: There is no significant impact to the level of satisfaction of the respondent regarding
to responsiveness?
H 4 : There is no significant impact to the level of satisfaction of the respondent regarding
to hygiene quality?
Significance of the Study
The results of the study would serve as a guide and will be beneficial to the
following in the near future.
To students, this study will allow them to know the importance of satisfaction of
services of a school canteen and give them idea what are the factors that affects the
satisfaction of the customers.
To the management and staff of canteen, this study can be used as their guide to
improve their service and to manage the canteen properly. The study will also help them
to provide for the satisfaction of customers. Also, this study will enable them to know
what are they lacking and what are the things they should do to meet the satisfaction of
the customers and to improve the services they provide.
To the businessmen and women especially for beginners, this study will serve as
their guide on how they manage their own businesses and give them recommendations.
LABORATORY SCHOOL 7
To the future researcher, this study will give ideas about the satisfaction of the
customers in terms of the services provided by the school canteen. This study will also
give them important recommendations for further improvement and research.
Scope and Delimitation
This study will be focused only on the satisfaction of the students of Marinduque
State College on the services provided by the school canteen. This study is also delimited
to the selected BS Education major in TLE students of Marinduque State College that are
enrolled in first (1st) semester of AY 2018-2019.
Objective: Determine the level of satisfaction on the service provided by school
canteen and improve the service that the canteen provided.
Participants: The participants of this study will be the students of Marinduque
State College who are BS Education major in TLE students.
Time Frame: This study will be expected to be finished within two (2) months or
eight to ten (8-10) weeks
Locale: The study will be conducted in Marinduque State College –Boac Campus
in Tanza, Boac, Marinduque.
Variables: Demographic Profile, Assurance, Food quality, Responsiveness,
Hygiene quality, and Level of Satisfaction.
LABORATORY SCHOOL 8
Research Design: This research study entitled, Level Satisfaction of Service
provided in Marinduque State College Canteen, employs quantitative method of
research. This study will use a descriptive method research design.
Proposed Instrument: Survey questionnaires will be used to gather data.
Definition of Terms
In order to arrive at a common understanding, the following terms used in the
study are hereby defined:
Affordability- it refers to range of which something affordable or attainable, as measured
through it money.
Canteen- refers to MSC canteen.
Cleanliness- it refers to the top standard which people use to keep their surroundings or
their selves clean.
Customers- someone who buys goods from canteen.
Food- this refers to the newly cook ready to eat meals beverages and others item in
school canteen.
Nutrition – it is the intake of food, considered in relation to the bodies dietary needs.
Good nutrition-and adequate, well balance diet combined with regular physical activity-is
a corner stone of good health. Poor nutrition can lead to reduced immunity, increase
susceptibility to disease, impaired physical and mental development, and reduced
productivity.
LABORATORY SCHOOL 9
Price- it refers to the quantity of payment given by one party to another in return for
good or services.
Quality of food- this refers to the aspect of the food which describes or characterize in
terms of nutrition, variety appearance and the like.
Service quality- it refers to a business with high service quality will meet the customer’s
needs whilst remaining economically competitive.
Satisfaction- refers to perception of the costumers about the service
LABORATORY SCHOOL 10
CHAPTER 2
REVIEW OF RELATED LITERATURE
This chapter shows the following related literature and the related studies to the
research entitled Level of Customer’s Satisfaction to the Service Provided by
Marinduque State College’s Canteen.
Service Quality
By definition, service quality concentrates on fulfilling customer’s desire and wishes, and
how well that is conveyed to meet customer wants. Gronroos (1984) noted that an
organization must recognize what comprises quality to those it serves in order to provide
and maintain service quality. Quality is divided into two dimensions: “hard ware”, which
contain product and service quality, and “human ware”, which covers the related
customer interactive components in service (Grønholdt, Martensen, & Kristensen, 2000).
(Grönroos, 1984) divided service quality into two classifications including technical
quality and functional quality. While the primary emphasis of technical quality is on what
customers usually received from the service, functional quality focuses on service
delivery’s procedures. Likewise, Klaus, in 1985, proposed that service quality may be
described in physical, situational, and behavioral terms. In other words, service quality,
according to (Klaus, 1985), focuses on what is delivered, the situation of the delivery, and
how it is delivered (Juwaheer & Ross, 2003). (Klaus, 1985) also stated that standards of
service quality are normally determined by previous experience of customers have
toward service providers. These standards frequently reflect the physical and technical
facets of a service due to being most simply measurable (Juwaheer & Ross, 2003).
Service is important to a business. According to Jana (2014), service is can be
defined as an offer by a business in exchange of money for pleasure. Quality is one of
the things that consumer looks for a service that a business provided. Quality can also
define as the totally features and characteristics of product or service that makes the
customers be satisfied (Kotler, et al (2001).
According to Fogil (2006), that service quality is the impression of the customer
to an organization’s service. Service quality is a reasoning judgment. It also how the
customers react to the service or products that a business offers that make them satisfied
or not. In addition, according to Parasuraman et al., (1988) as cited by Ramanathan, R.,
Yun, D., & Ramanathan, U. (2016), Service quality is usually based on the assessment of
customers in relation to quality of the service provided.
According to Parasuraman (1985) as cited by Jana (2014) Service quality is the
differences between customer expectations and perceptions of the service. Perceptions of
service quality are formed according to the performance of the service they experienced.
Fast food restaurants that provide quality service can easily meet their survival
goals (Mahatma, Bakti, & Sumaedi, 2015); therefore, the service quality have vital role in
the survival of the business and the satisfaction of the customers.
One of the key define the customer satisfaction is service quality (Jana, 2014).
Therefore, service quality has a significant impact to the customer satisfaction.
According to Fullerton (2014), he showed that customers are unlikely to return if
a service quality met their expectations. Therefore, fast food restaurant managers must
improve the quality of customer service to retain their customers. Given the competition
among fast food restaurants, attractiving new customers can no longer assure that the
business may survive, while keeping existing customers is absolutely profitable (Eniola
& Ektebang, 2014).
Existing customers who are satisfied with the quality service they receive may not
only return for the same service, but they may also promote the services to others,
thereby bringing in new customers (So et al., 2016). Therefore, business gain popularity
and encourage more customers.
Food Quality
Food quality is important factor in order to meet the satisfaction of the customers.
Food quality in the current study refers to the quality characteristics of the food, such as
taste, temperature, food safety, healthy menu options, etc. According to the National
Restaurant Association (2014), 65% of adults consider healthy menu option when
choosing a quick service restaurant. Food quality has presentation, variety, healthy
options, taste, freshness, and temperature (Namkung & Jang, 2007).
Healthy food is one of the measurements of qualities of a restaurant. With
growing number of experienced, attractiveness has become the standard when customers
evaluate the performance of the customers. In addition, based on the study of Soriano
(2002) as cited by Ramanathan, R., Yun, D., & Ramanathan, U. (2016), investigated a
Spanish restaurant and indicated that respondents rated food quality as the most vital
element of the restaurant.
As a result, as cited to Wansink et al. (2005), customers could generate some
favorable comments to the food a business offered. For instance, if cooking method of the
dish is labelled in detail, customers are intending to think it is more appealing and tasty
than other dishes without labelling. It is particularly important for Chinese restaurants,
since rsome customers are unfamiliar with Chinese cuisines. If it has detailed information
of dishes (such as calorie and nutrition level, involved ingredients, warning labels,
cooking method) is offered inside of the restaurant or on its website, consumers could
generate positive evaluations for the restaurant’s service quality.
Responsiveness
Responsiveness has an important role in providing and meeting the satisfaction of
the customers. According to Mehrabian & Russell (1974) as cited by Sabir (2014),
Responsiveness is defined as the willingness of the staff to provide and help to the
customers. In a restaurant, understanding the needs of the customer and coping up the
problems that may occur.
Law et al. (2008) investigated the Mainland Chinese travellers’ perceptions in
terms of their dining experiences in Hong Kong restaurants. As the results, it showed that
many respondents have unsatisfied to the meal and experiences due to the difficulties in
communicating with servers. Therefore, the servers or waiters’ language proficiency is an
essential attribute which has influence on customers’ satisfaction on the restaurant’s
performance.
Hygiene Quality
Neatness, cleanliness and maintaining hygiene of the space is expected in every
hospitality establishment. ... Each person working with food must maintain a high degree
of cleanliness and a tidy external appearance. Personal hygiene in restaurants is
extremely important in order to maintain food health standards
Customer Satisfaction
Customer satisfaction plays an important role within your business. Not only is it

the leading indicator to measure customer loyalty, identify unhappy customers, reduce
churn and increase revenue; it is also a key point of differentiation that helps you to
attract new customers in competitive business environments
According to Hossan (2012) customer satisfaction is a vital component in
positioning a performance of a business. Meeting the satisfaction of the customers enable
a business to survive and patronize for a range of time.
Food quality, service quality, responsiveness is some of the factors that has an
impact to the customer’s satisfaction. Based on the study Almohaimmeed (2017), it
shows that those factors have an impact to customer satisfaction and it should be the
focus of food business.
Customers have their own expectations and perceptions about the kind of care
they want from a service organization. The ability to provide the services that a customer
wants requires an employee to understand the basic components of the customer service
process, which includes: physical product that may be delivered, the service product,
such as the manner the service is delivered, the environment in which the service is
offered, and the service delivery system, which entails the process management puts in
place to address service issues (Kordupleski, Rust & Zahorik, 1993 as cited by Adufutse,
2010)
Those factors are not only contributing to the satisfaction of the customers also
the ambiance of the the business. According Kabir (2016); décor, cleanliness, seating
arrangements, and design of restaurants have also an impact to the customer satisfaction.
In addition, according to NRA (2014), 60% of consumers consider whether the restaurant
is children and family friendly while 54% consider décor and atmosphere of the
restaurant to be important for satisfaction.
Fast food restaurant managers may adopt and implement customer service
strategies to address customer needs and satisfaction to enjoy a competitive edge (Eniola
& Ektebang, 2014). Customer service refers to the activities carried out to enhance the
quality of service to customers and to improve their satisfaction (Kurgunluoglu, 2014).
Customer service is the primary driver of customer satisfaction, which increases
competitive advantage and organizational survivability (Kessler, Pachucki, Stummer,

Mair, & Binder, 2015). Additionally, Piekkari (2015) noted that placing customer’s
external and internal needs above every other need in an organization yields dividends.
Service plays an important role in customer satisfaction and retention, which
should be the primary responsibility of all running a business (Lockett & Wild, 2014).
Sivakumar, Li, and Dong (2014) suggested that good strategies could have a positive
influence on customer satisfaction. On the other hand, customers are dissatisfied and
disloyal when expectations exceed outcomes (Sivakumar, Li, & Dong, 2014).
Customer service and customer satisfaction have become two of the most
important areas in which organizations can differentiate themselves from their
competitors. This differentiation is essential for service organizations, especially, because
the profit margin on their many products is small. In addition, fierce global competition
has forced service organizations to find ways to keep their existing customers and attract
new ones (Paradise-Tornow, 1991 cited by Qin, & Prybutok, 2008).
Conceptual Framework
Demographic
Profile
Assurance
Data Collection
Food Quality
Survey Questionnaires
Data analysis Implimentations

Vision: MSC-a premier College in the Region along the fieldof
Presenting of Gathered
Instruction, Research, Extension and Production.
Agriculture, Fisheries, Culture, Arts and Sciences to empower God datafearing individuals who are innovators and protectors for the
Responsiveness
Hygiene Quality
Customer
Satisfaction
Figure 1. Research Paradigm
Figure no. 1 shows the Input-Process-Output of this study. Customer satisfaction,
demographic profile, assurance, responsiveness and hygiene quality would be the input of
this study, where it serves as guide in data gathering. Data collection, survey
questionnaires, data analysis and presenting gathered would be the process, because it
would be the basis in hypothesis testing inorder to determine if the hypothesis should be
accepted or not. Implication stands for output of the research where interpretation of the
data that will be gathered, summary, conclusions, and recommendations are coincide.
CHAPTER 3
Methodology
METHODOLOGY
This chapter gives an outline of research methods that will be followed in the
study. It provides information about the participants, that is the criteria for inclusion in
the study, and who are the participants in the study. The researchers describe the research
design, instruments, methods used in analyzing the data, and the ethical consideration.
Research Design
This research study entitled, Level Satisfaction of Service provided in
Marinduque State College Canteen, employs quantitative method of research. This study
will use a descriptive method research design.
Research Locale
Figure2. Map of Marinduque State College
The locale of this study will be the school of Marinduque State College which is
located in Barangay Tanza, Boac, Marinduque. Marinduque State College is in the
Municipality of Boac and it is the main campus of all branches of MSC in Marinduque. It
is 2.8 kmrom the town proper and measures 69,356.31 square meters or 6.9356 hectares
proper.
Figure 1, shows the Map of the Marinduque State College where the researcher
will be conducting this study to know and to determine the level of service satisfaction of
the customers at the Marinduque State College canteen.
Research Population and Sample
Statified Sampling Method will be used in this study.
Participants of the Study
The participants of the study are in this study are the BS Education Major in TLE
students of Marinduque State College.
Research Instrument
The instruments or tool that will be used in gathering data is a survey
questionnairres. Before that, the researchers will explain clearly the information that the
researcher will gather. Therefore, if the participants in this study misunderstood the
questions the researchers may clarify it. The survey questionnairres will serve as the
primary source of data of the researchers and it is adopted from the study of
Almohaimmeed (2017). At the same time, the researchers will also review some
documents regarding to satisfaction.
Validation of Research Instruments
A trial run to test the research instrument and will help to improve it if it may be
difficult to understand and answer by the respondents. This will test if the reliability of
the the questionairres that will be used. It will also know if the questionairres is will suit
to this study.
Data Gathering
In gathering data, the researchers will hand the survey questionnaires to the
particpants. In case, they do not understand some questions, the researchers will readily
available. The researcher will take the survey questionnairres after the particpants
finished answering.
Data Analysis
The data and information will be gathered from different participants. These will
be recorded and transcribed using charts. The researchers will compare the data from
different sources and will search about the demographic profile and their satisfaction. In
addition, the researcher will identify if the hypothesis is true or not.
Statistical Treatment of Data
This will be used to determine the percentage of level of satisfaction provided by
service provided by the canteen, the parameter that will be used in this research.
X
P= N
×100
Where:
P= Percentage
X= Number of Response
N= Total number of Respondents

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Republic of the Philippines

MARINDUQUE STATE COLLEGE

LEVEL OF CUSTOMER’S SATISFACTION TO THE SERVICE

PROVIDED IN MARINDUQUE STATE COLLEGE’S

MA. ANGELICA J. SADICON

CHAPTER 1: PROBLEM AND ITS SETTINGS

a business should do in order to patronize and survive their business.

Customers’ satisfaction plays an important role within a business, not only it is

and things that should maintain.

In order to meet the satisfaction of the customers in a business, a business should

Customers’ service is a way a business is able to serve customers.

Provided service is important in meeting the satisfaction of the customers.

cooperation between the staff, management and customers.

the delivery of services.

Background of the Study

School canteen is a great place to promote an enjoyment of healthy living. For

(CHED) Memorandum Order No. 21 of 2006-Section 10 refers to the insurance of

Marinduque State College (MSC) is a well-known institution in the province of

services they offered.

Statement of the Problems

This study aims to determine the customer’s satisfaction on canteen services in

particular and perception to actual performance of the services by Marinduque State

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

1.3 family income

2 What is the level of satisfaction of the respondents in terms of:

2.2 Food quality

2.4 Hygiene quality

3 Is there a significant difference in the level of satisfaction of the respondent according

Objective or Purpose of the Study

recommend interaction to improve management and proper service provision at is

another objective of this study.

MSC canteen in order to meet the satisfaction of the costumers.

Research Questions or Investigative Problem

Specifically, the study aims to know the importance of costumer’s satisfaction in

4. Clean dining area

Specifically, it will seek for the following questions:

1. How demographic profile affects the satisfaction of the customer?

2. How food quality contributes to the satisfaction of the customer

H 1: There is no significant difference in the level of satisfaction of the respondent group

according to demographic profile?

H 2: There is no significant impact to the level of satisfaction of the respondent regarding

H 3: There is no significant impact to the level of satisfaction of the respondent regarding

H 4 : There is no significant impact to the level of satisfaction of the respondent regarding

Significance of the Study

following in the near future.

satisfaction of the customers.

the customers and to improve the services they provide.

give them important recommendations for further improvement and research.

Scope and Delimitation

enrolled in first (1st) semester of AY 2018-2019.

Objective: Determine the level of satisfaction on the service provided by school

canteen and improve the service that the canteen provided.

Participants: The participants of this study will be the students of Marinduque

State College who are BS Education major in TLE students.

eight to ten (8-10) weeks

in Tanza, Boac, Marinduque.

Variables: Demographic Profile, Assurance, Food quality, Responsiveness,

Hygiene quality, and Level of Satisfaction.

Research Design: This research study entitled, Level Satisfaction of Service

provided in Marinduque State College Canteen, employs quantitative method of

research. This study will use a descriptive method research design.

Proposed Instrument: Survey questionnaires will be used to gather data.