TITLE:

“Crafting Service Excellence”: A Quantitative Approach on the Impact of Customer’s Service

Quality Perceptions on the Success of Mobile Bars in Bacolod City

INTRODUCTION

Background of the Study

Mobile bars offer a perfect setting and beverages for unwinding and enjoying quality

time with cherished ones (Lalaguna et al., 2019). Mobile bars offer a flexible and dynamic

approach to beverage catering, allowing them to cater to a wide range of events, from weddings

and corporate gatherings to private parties and festivals. A mobile bar is precisely what it sounds

like: a fully equipped bar that brings the party to any location, typically with a professional

bartender. This becomes particularly valuable when hosting events in unconventional venues,

such as a park or the backyard of your childhood home, which may not be equipped for large

gatherings (Deavens, 2020).

Service quality perception is a critical factor influencing customer satisfaction and loyalty

in the hospitality industry (Parasuraman et al., 1985). It encompasses various dimensions such as

responsiveness, reliability, assurance, empathy, and tangibles, which collectively shape a

customer's overall evaluation of the service encounter (Zeithaml et al., 1990). In the context of
mobile bars, understanding and managing customer perceptions of service quality is imperative

for sustained success and competitiveness.

Despite the growing importance of mobile bars in the hospitality sector, there is a paucity

of empirical research examining the specific challenges faced by mobile bar businesses in

Bacolod City, particularly with regard to customer service quality. Existing studies on service

quality perception predominantly focus on traditional stationary bars or establishments within the

hospitality industry (Kandampully et al., 2001; Caruana, 2002). Therefore, there is a pressing

need for a comprehensive investigation tailored to the unique dynamics of mobile bars.

This study seeks to address this gap in the literature by adopting a quantitative approach

to assess the impact of customer service quality perceptions on the success of mobile bars

operating in Bacolod City. By systematically evaluating customer feedback and preferences, this

research endeavors to provide actionable insights and recommendations for mobile bar owners

and operators to enhance service quality, thereby contributing to the sustainable growth of this

burgeoning industry.
Statement of the Problem

This study aims to investigate the challenges encountered by the mobile bar business within
Bacolod City in relation to the customer’s service quality perception. Specifically, it seeks to
answer the following research questions:

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

a. Age

b. Sex

c. Marital Status

d. Monthly Income

2. What are the customers perception in the service quality of mobile bars in Bacolod City in
terms of:

a. Beverage Quality (Reliability)

b. Operational Expertise (Assurance)

c. Service Delivery (Responsiveness)

d. Customer Relation (Empathy)

e. Mobile Bar Setup and Presentation (Tangibles)

3. What are the challenges encountered by mobile bar business in Bacolod City in terms of:

a. Bartending knowledge (Knowledge gap)

b. Quality control (Standards gap)

c. Operation (Delivery gap)

d. Customer Communication (Communication gap)

e. Customer Satisfaction (Satisfaction gap)

4. Is there a significant difference in the perceived service quality of mobile bars when
respondents are grouped according to their demographic profile.

5. Is there a significant relationship between customer perceptions of service quality factors and
the challenges faced by mobile bar businesses in Bacolod City?
Theoretical Framework

This study delves into the intricate relationship between customer service quality
perceptions and the success of mobile bars in Bacolod City, grounded in the SERVQUAL model
(Parasuraman et al., 1985). The SERVQUAL model, seminal in the assessment of service
quality, identifies five pivotal dimensions: Reliability, Responsiveness, Assurance, Empathy, and
Tangibles (Parasuraman et al., 1988).

In the context of mobile bars, these dimensions take on nuanced roles. Reliability hinges
on consistency, punctuality, and accurate service. Responsiveness entails promptness and
adaptability to customer needs. Assurance encompasses staff competence, legal compliance, and
professionalism. Empathy signifies understanding and proactive accommodation of individual
preferences. Tangibles encompass sensory elements like beverage quality, aesthetics, and
ambiance.

Additionally, factors such as event type, customer demographics, and competition will be
integrated. Employing a quantitative approach, the study aims to understand how service quality
perceptions influence the success of mobile bars in Bacolod City.

This framework, deeply rooted in the SERVQUAL model, provides a structured

approach to assess and enhance service quality in the mobile bar industry, ultimately bolstering
customer satisfaction and loyalty.
Conceptual Framework

The conceptual framework for the study, "Crafting Service Excellence," revolves around
the interplay of key variables in the mobile bar industry of Bacolod City. The independent
variables encompass Customer Service Quality Perceptions, consisting of dimensions like
Reliability, Responsiveness, Assurance, Empathy, and Tangibles. These perceptions are crucial
in shaping customer satisfaction and loyalty. Concurrently, the Demographic Profile of
Respondents, including age, sex, marital status, and monthly income, provides additional context
on the customer base. These independent variables collectively impact the Success of Mobile
Bars, indicating the overall performance and viability of mobile bar businesses in Bacolod City.

The mediating variables, Challenges Faced by Mobile Bar Businesses, encompass

elements such as bartending knowledge, quality control, operation, customer communication,
and customer satisfaction gaps. These challenges act as intermediaries between Customer
Service Quality Perceptions and the Success of Mobile Bars, potentially influencing the
outcomes. Additionally, the framework recognizes moderating variables in the form of Event
Type and Competition, which may exert an influence on the relationships between customer
service perceptions and business success. These moderating factors acknowledge the contextual
nuances that can affect the dynamic between customer perception and the operational success of
mobile bars in Bacolod City. Together, this comprehensive framework provides a structured lens
through which to examine and understand the intricate dynamics of the mobile bar industry in
this specific locale.

Scope and Limitation

This investigation will be conducted to investigate the challenges encountered by the

mobile bar business within Bacolod City in relation to the customer’s service quality perception.
The aspects will look into the demographic profile of customers, perceived levels of customers’
preferences for nightclubs, and the extent of customer experiences towards nightclubs. City will
serve as key locations for the study. The study did not cover any accessible areas not mentioned
herein. The researchers' problems will persist throughout the survey. The possible problem that
the researchers will encounter throughout conducting the survey is their time convenience,
because during weekdays they are in school. And to address it, the researchers will be going to
conduct the survey during weekends. The researchers will have a pre-qualifying question before
giving the survey questionnaires to ensure that the respondents will be qualified to be a
participant. The pre – qualifying questions that will be asked are about their age and on how
frequently they go to nightclubs a week. The study will cover from the month of January to
December of the year 2023. The respondents will be those people, ages 18 and above, who
frequently go to the nightclubs at least twice a week along Lacson Avenue in Bacolod City. The
results and findings of the study will be based only on the information gathered by the
researchers.

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