Business Administration Department

South East Asian Institute of Technology, Inc.

National Highway, Brgy. Cr. Rubber, Tupi
South Cotabato, Philippines

SERVICE QUALITY OF PIZZADAKS IN TUPI SOUTH COTABATO

____________________________________
An Undergraduate Thesis
Presented to
The Faculty of Business Education Department
SEAIT, Inc.
_____________________________________

In Partial Fulfillment
of the Requirements for the Degree
BSBA Major in Marketing Management
_____________________________________

By:
BALIGUAT, JONAS E.
DURANO, JEAN ROSE Q.
RUBIO, ZAIRENFER P.
SIMPAO, JASSY Z.
SIMPAO, KC MAE P.

January 2023

JOSEPH M. BUGUIS, MBA

Course Facilitator

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 Business Administration Department
South East Asian Institute of Technology, Inc.
National Highway, Brgy. Cr. Rubber, Tupi
South Cotabato, Philippines

APPROVAL SHEET

This research paper entitled SERVICE QUALITY OF PIZZADAKS IN TUPI

SOUTH COTABATO” prepared and submitted by BALIGUAT JONAS,
DURANO JEAN ROSE, RUBIO ZARIEN FER, SIMPAO JASSY, SIMPAO KC
MAE in partial fulfilment of the requirement for the degree of BACHELOR OF
SCIENCE IN BUSINESS ADMINISTRATION (Major in Marketing Management)
has been examined and hereby recommended for approval and acceptance.

JERALD PEDREGOSA
Adviser

Approved by the Panel of Examiners on Oral Examination with a grade of:

PASSED.

LEAH D. LOCSIN, MIE AIRAH SHYNNE C. CABIZARES, MBA

Member Member

JESTONE P. PALATE, LPT, MBA-HRM

Chairman

Accepted in partial fulfillment of the requirements for the degree of

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION MAJOR IN
MARKETING MANAGEMENT.

JOSEPH M. BUGUIS, MBA

Program Head

JESTONE P. PALATE, LPT, MBA-HRM

Dean, College of Business & Good Governance

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 Business Administration Department
South East Asian Institute of Technology, Inc.
National Highway, Brgy. Cr. Rubber, Tupi
South Cotabato, Philippines

ACKNOWLEDGEMENT

The researchers were very grateful to God, the Almighty, for the blessings

that he showered throughout the researchers' work to complete their research

successfully. The completion of their undertaking could not have been possible

without the participation and assistance of many people. Their contribution is

appreciated and acknowledged.

To our instructor, Mr. Joseph B. Buguis, MBA, we would like to express

our gratitude and thank you for giving us the opportunity to do our research well.

You teach us a lesson that we apply to improve our research. Your patience and

understanding help us to conduct our research well. It’s a great privilege to work

on and be part of our research;

To our adviser, Mr. Jerald Pedregosa, we would like to thank you for your

patience in guiding and teaching us to do our research well. Your ideas give us a

lot of information to improve our research. We are much honored that you are

part of our research study, and we are grateful to work and study under your

guidance;

To the President Engr. John Paul S. Tamayo, MCE-SG and to our Dean

Mr. Jestone P. Palate, LPT, MBA-HRM we would like to express our sincere

gratitude to you by giving us vision, sincerity, and motivation to achieve our study

and we are extremely grateful for the privilege and honor that you gave;

We want to thank our family, friends, and classmates for your love,

prayers, financial support, and encouragement in helping us finish our studies.

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 Business Administration Department
South East Asian Institute of Technology, Inc.
National Highway, Brgy. Cr. Rubber, Tupi
South Cotabato, Philippines

ABSTRACT

In the fast food restaurant like PIZZADAKS the customers are not only

critique the standard or the quality of the product. They also rate or critique the

services given by the businesses. This study aimed to examine the quality level

of the service given by the PIZZADAKS with these dimensions (reliability,

responsiveness, assurance, empathy and tangibility) and recommend strategies

that it may help to improve and maintain the services given by the said

establishment.

The researchers used the descriptive type of study and quantitative

approach. A modified Survey questionnaire was used to gather the data to the

384 respondents using the Cochran’s formula. The researchers analysed and

tabulated the data through frequency and percentage for the demographic profile

and weighted mean with a five-point scale for the dimensions of service quality.

The result of the study will increase the awareness of the PIZZADAKS

about the feedback of their customers about to their quality of service they

provide and it could give information on what to modify and what to maintain in

terms of the quality of service every dimensions. The finding implies that the

dimensions of service quality have a different level of quality. The assurance was

the highest level of quality while the lowest quality of PIZZADAKS is the

tangibility.

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 Business Administration Department
South East Asian Institute of Technology, Inc.
National Highway, Brgy. Cr. Rubber, Tupi
South Cotabato, Philippines

Table of Contents

TITLE PAGE i

APPROVAL SHEET ii

ACKNOWLEGMENT iii

ABSTRACT iv

TABLE OF CONTENTS v

LIST OF FIGURES viii

LIST OF TABLES ix

LIST OF ANNEXES x

LIST OF APPENDICES xi

CHAPTER

I THE PROBLEM

Introduction 1

Statement of the Problem 3

Significance of the Study 4

Scope and Delimitation of the Study 5

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 Business Administration Department
South East Asian Institute of Technology, Inc.
National Highway, Brgy. Cr. Rubber, Tupi
South Cotabato, Philippines

II THEORETICAL/CONCEPTUAL FRAMEWORK AND REVIEW OF

REALTED LITERATURE AND STUDIES

Theoretical Framework 6

Conceptual Framework 9

Review of Related Literature and Studies 10

Definition of Terms 17

III METHODOLOGY

Research design 19

Research Locale 21

Respondent of the Study 23

Sampling Size and Sampling Design 23

Data Gathering 25

Data Gathering Tools 25

Date Gathering Procedure 27

Statistical treatment 29

IV PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

Presentation of Demographic Profile 32

Presentation of level of satisfaction using SERVQUAL

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 Business Administration Department
South East Asian Institute of Technology, Inc.
National Highway, Brgy. Cr. Rubber, Tupi
South Cotabato, Philippines

Method 33

V SUMMARY OF THE FINDINGS, CONCLUSION, AND

RECOMMENDATIONS

Findings 38

Conclusions 40

Recommendations 41

REFERENCES 43

ANNEX 45

APPENDICES 47

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 Business Administration Department
South East Asian Institute of Technology, Inc.
National Highway, Brgy. Cr. Rubber, Tupi
South Cotabato, Philippines

List of Figures

Figures Title Page

1 SERVQUAL model (Parasuraman et al., 1988) 6

2 Hierarchical model (Brady & Cronin, 2001) 7

3 Conceptual Framework of the Study 9

4 Research Design 19

5 Location of PIZZADAKS 22

6 Data Gathering Procedure 27

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 Business Administration Department
South East Asian Institute of Technology, Inc.
National Highway, Brgy. Cr. Rubber, Tupi
South Cotabato, Philippines

List of Tables

Tables Title Page

1 Five-point scale of satisfaction 26

2 Cronbach Alpha of the Constructs 26

3 Demographic Profile of the Respondents 32

4 Reliability 33

5 Responsiveness 34

6 Assurance 35

7 Empathy 36

8 Tangibility 36

9 Dimensions of SERVQUAL 37

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 Business Administration Department
South East Asian Institute of Technology, Inc.
National Highway, Brgy. Cr. Rubber, Tupi
South Cotabato, Philippines

List of Annexes

Annexes Title Page

A Result of the survey conducted 45

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 Business Administration Department
South East Asian Institute of Technology, Inc.
National Highway, Brgy. Cr. Rubber, Tupi
South Cotabato, Philippines

List of Appendices

Appendices Title Page

A Survey Questionnaire 47

B Letter to the Dean 50

C Letter to the Owner of Establishment 51

D Cronbach Alpha 52

E Documentation 54

F Curriculum Vitae 56

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