Csoie R22-1

NORTHWESTERN UNIVERSITY
College of Business Education

School Year 2022-2023
Research entitled
CUSTOMER SATISFACTION OF ILOCOS EMPANADA
In partial fulfillment of the requirements for the
Subject Business Research 2
Submitted by:
Anac, Angel Dianne P.
Daduyo, Jessa Faith
Dela Cruz, Daryll Dave
Layugan, Jay-jay
Suguitan, Daffodel
Torate, Jenine
Researcher
Submitted to:
DR. ERIC S. PARILLA
INTRODUCTION
Marketing is a business process that involves identifying, anticipating, and satisfying
customer needs and wants through the creation, promotion, distribution, and pricing of
products or services. It is a vital aspect of any organization's operations as it helps to boost
sales and revenue generation while also building brand awareness and customer satisfaction.
As stated by the American Marketing association (AMA, 2017), Marketing is the set of
activity, set of institution, and process of creating, communicating, delivering and exchanging
offerings that have the value for customers, clients, partners and society at large. The
Marketing encompasses a wide range of activities such as market research, advertising, public
relations, branding, product development, and customer service. It involves understanding
consumer behavior and preferences in order to develop effective marketing strategies that
resonate with them. Marketing is not only about selling products or services but also about
creating value for customers. Kotler (2012) defines marketing as “the science and art of
exploring, creating, and delivering value to satisfy the needs of a target market at a profit. It
aims to establish long-term relationships with customers by providing them with quality
products or services that meet their needs. In today's highly competitive business
environment, effective marketing is crucial for the success of any organization.
Marketing is an essential aspect of any business that aims to attract and retain
customers. It involves identifying the needs and wants of customers and developing strategies
to meet them effectively. Customer satisfaction, on the other hand, refers to the extent to
which customers are happy with a product or service. Customer satisfaction is the ultimate
goal of any business. It is a measure of how well a company meets or exceeds customer
expectations, and it is crucial for building loyalty and satisfaction. In the book made by Hill,
Roche and Allen (2007) states that, Organization succeeds by doing best what matters most to
customers. A satisfied customer is more likely to recommend a company to others, which can
lead to new customers to increase sales and revenues. To achieve customer satisfaction,
businesses must focus on delivering high-quality products or services that meet the needs of
their target market.
This requires a deep understanding of their customers' preferences, behaviors, and pain
points. Companies must also provide excellent customer service that addresses any issues or
concerns promptly and effectively. In today's competitive marketplace, companies cannot
afford to ignore customer satisfaction. Customers have more options than ever before, and
they will not hesitate to take their business elsewhere if they are not satisfied with the product
or service they receive. In every move, the company must prioritize the customers wants and
need in order to promote customer satisfaction.
If there is one thing the city of Batac is truly proud of is it would be the famous
empanada-making business that has nurtured its people over the years. Embracing a
centuryold culture and culinary tradition, Batac City empanada claims to be the best and
tastiest in the country with its distinctive Ilocano taste courtesy of its local ingredients.
Customers comments from Tripadvisor (2019) mostly tells that Batac City empanada are way
better than empanada from other provinces because of its taste, flavoring richness, ingredient
and is serve while it is still hot. By making empanada means featuring the richness and
beauty of Ilocano culture, since the local ingredients are abundant in Batac City Ilocos Norte.
The process of making of empanada manifests the social behavior and distinct characteristics
of Ilocanos as industrious, respectful, creative, simple and frugal. Empanada Festival is one of
the highlights of Batac City. The festival promotes its food heritage by attracting tourists
while helping farmers boost their livelihood. Empanada festival is something that all the
people of Batac City can relate to.
It is something that binds people together considering that all have experiences relevant to
and connected with the Batac City empanada since their childhood.
Existing studies determine that embracing strategy to create customer satisfaction is a
very critical part of marketing dimensions. The study will be conducted within Ilocos Norte,
specifically the consumers of the different empanada stand in Batac City Riverside. This
research serves to be the basis in developing strategies that would help and be able to increase
the sales and customer satisfacton of Batac City Riverside Empanada product. Moreover, the
researchers would like to understand and measure the level of satisfaction among consumers
of empanada in Batac City riverside and to identify the factors that contributes to the
improvement of customer satisfaction and its impact to the business.
Literature Review
Customer satisfaction
Customer satisfaction is one of the essential components of any organization’s
strategies, as the customer is the ultimate source of income for any industry. Therefore, many
researchers consider customer satisfaction to be the best indicator of a company’s future profit.
Satisfaction surveys are one of the most essential tools that are used in gathering information
about tourist opinions of a destination (Alegre and Garau, 2010).
Satisfaction refers to the perceived discrepancy between prior expectation and
perceived performance after consumption when performance differs from expectation,

dissatisfaction occurs (Oliver, 1980; Chen and Chen, 2010). It can be defined as the degree to
which one believes that an experience evokes positive feelings (Rust and Oliver, 1994). In the
tourism context, satisfaction is primarily referred to as a function of pre-travel expectations
and post-travel experiences. Travel satisfaction has been generally used as an assessment tool
for the evaluation of travel experiences (Bramwell, 1998; Ross and Iso-Ahola, 1991).
Customer satisfaction is often used to predict the likelihood of customers returning
(Kim et al., 2009). Tourists’ positive experiences of service, products, and other resources
provided by tourism destinations could produce repeat visits as well as positive word-of-
mouth effects to potential tourists such as friends and/or relatives (Bramwell, 1998;
Opperman, 2000; Postma and Jenkins, 1997). Recommendations from previous visits can
be taken as the most reliable information sources for potential tourists. Recommendations to
other people (word-of-mouth) are one of the most often sought-after types of information for
people interested in traveling. This systematic examination of causal relationships among the
constructs could facilitate a clearer understanding of the nature of behavior and intentions.
Even if the constructs have been widely applied in studies related to tourists, there are
still research challenges in the sense of discovering and investigating the causal relationships
among the constructs of push and pull motivation, satisfaction, and destination loyalty (Yoon
and Uysal, 2005).
Ostrom and Iacobucci (1995) believed that customer satisfaction could measure the
difference between customer’s expectations and perceived value of a product or service that is
product price, service efficiency, service attendant’s attitude, the overall performance of the
company, and the expected intimacy regarding the company. Jones and Sasser (1995)
considered the customer’s desire for repurchase, basic behavior (the latest purchase time,
quantity, and amount), and derivative behaviors (public recommendation, praise, and customer
introduction) as the factors to measure customer satisfaction. Homburg et al. (2006) mentioned
that “customer satisfaction” has been an important term in the marketing literature over the
decades because satisfied customers can acquire long-term benefits such as customer loyalty
and continuous profitability for enterprises.
Customer satisfaction is observed in the fact that customers can get far more benefits
than costs (e.g. money time and effort). There have been numerous attempts to create models
of service quality and customer satisfaction. One model is the SERVQUAL model originally
developed by (Parasuraman et al. 1985, 1988). The SERVQUAL model has been widely
applied in measuring customer satisfaction in different ranges of service categories. The model
for measuring customer satisfaction used in this study, is the result of a detailed analysis of
previous literature, while the base for its formation, as in many previous investigations, was
the SERVQUAL model.
Theoretical Underpinning
Customer Satisfaction Theory, Oliver (1980)
This theory focuses on understanding the factors influencing customer satisfaction in
the food service industry. It examines customer expectations, perceived service quality, value
for money, and post-purchase evaluations. Applying this theory to a business helps identify
the key drivers of customer satisfaction and how they can be effectively addressed to enhance
the overall dining experience.
By employing these theoretical frameworks, researchers can understand the various
factors that influence the operations, management, and success of an empanada business. The
frameworks provide a lens through which to analyze the socio, cultural, managerial, and
entrepreneurial aspects of business, enabling a deeper exploration of their unique dynamics
and impact.
According to Asian Themes in Social Sciences Research 2018 this study used a
descriptive design, by exploring some of the literature that discusses customer satisfaction and
service quality and how to improve the public business parts in marketing practice. While the
existence of a link between customer satisfaction and business performance is a central tenet
of marketing theory, evaluating the existence, nature, and strength of this relationship.
According to (Gutierrez et al., 2011) over the past decades, the constructs of customer
satisfaction have been conceptualized as an emotional response to direct product experiences.
Moreover, (Mojajerami &Miremadi, 2012; Oliver (1997) defined satisfaction as consumer
fulfillment response, it is an assessment of a product or service itself which provided a
pleasurable level of consumption-related fulfillment.
Customer satisfaction is a kind of feeling either pleasure or disappointment that arises
from comparing the perceived performance of the product or result to expectations (Kolter
&Keller, 2009:138). Ahmed et al., (2010) argue that customer satisfaction is a measurement of
the products and services set by the company to fulfill or exceed customer expectations. Then,
customer satisfaction is the customer’s evaluation of the product or service that has already
complied with the needs and expectations of customers (Bitner & Zeithaml, 2003).
Foodservice Management Theory.
This theory explicitly addresses the management practices and operations within the
food service industry. It encompasses menu planning, food preparation, purchasing and
inventory management, and service delivery. Quality control and food safety. Applying this
theory to a business helps understand best practices and efficient operational strategies within
small-scale food establishments.
Research Paradigm
Area of consideration
• Taste
• Cleanliness Improving customer
• Service satisfaction
• Price
Conceptual Framework
Figure 1. Shows the demographic profile of every empanada stand in riverside Batac City.
It it shows the 4 area of consideration in measuring the level of customer satisfaction on
taste, cleanliness of place, service, and price.
Statement of the problem
1. What is the demographic Profile of the Respondent in terms of:
a. Name
b. Age
c. Sex
d. Demographic profile
2. What is the level of customer satisfaction in terms of:
a. Taste
b. Cleanliness of place
c. Service
d. Price
3. What strategies and recommendation to improve customer satisfaction of Ilocos
Empanada?
METHODOLOGY
Research Design
Participants of the Study
This study population will be the customer satisfaction. The inclusion criteria set the
information must be the ages 20 below until 61 above, have mainly focused on the empanada
industry, resident of Batac City riverside, and willing to participate. So the findings are
limited to the empanada sector. The study would be done through the utilization of a
questionnaire to the empanada consumer as a survey and reference. A convenient sampling
technique will be applied.
Research Instrument
The study adopted the description design. This is a method of collecting information
by administering a questionnaire via Google forms to one hundred fifty individuals.
Data Gathering Procedures
Data Analysis
A quantitative research design was used in the study. Most of the data were
presented using frequency and percentages. The succeeding statistical tools were
employed in treating the data.

To elucidate the data given by the respondents, the researcher used frequency and
percentage. Utilizing a 4-point Likert Scale, respondents were solicited to rate the factors for
the level of customer satisfaction in terms of taste, cleanliness of place, service and, price. On
this scale, 1 stood for Strongly Disagree, 2 for Agree, 3 for Disagree and 5 for Strongly
Disagree. Given a 4-point Likert Scale, the norms of interpretation for this part were:
Point Value Mean Range Descriptive
1 3.26-4.00 Strong Agree
2 2.51-3.25 Agree
3 1.76-2.50 Disagree
4 1.00-1.75 Strong Disagree
Results
This section presents the results of the data gathered by the researchers. This includes
the profile of the respondents and the level of satisfaction of the customers.
Table 1 Profile of the Respondents
AGE Frequency Percentage
20 years old and below 52 34.67%
21 – 40 74 49.33%
41 – 60 19 12.67%
61 and above 5 3.33%
SEX
FEMALE 105 30%

MALE 45 70%
CIVIL STATUS
SINGLE 127 84.67%
MARRIED 23 15.33%
EDUCATIONAL
ATTAINMENT
ELEMENTARY GRADUATE
HIGH SCHOOL LEVEL 8 5.33%
HIGH SCHOOL GRADUATE 14 9.33%
COLLEGE LEVEL 114 76.00%
COLLEGE GRADUATE 11 7.33%
POST STUDIES 3 2.00%

(Master’s/Doctoral Local)
Table 1 provides the demographic profile of the respondents who participated in the
survey. Understanding the demographics of the respondents is crucial when analyzing
customer satisfaction results because it can help in interpreting the survey data in a more
comprehensive manner.
Age: The age distribution of the respondents is quite diverse, with a significant proportion
falling in the age group of 21-40 (49.33%) and a substantial portion being 20 years old and
below (34.67%). This distribution is essential because it reflects that the product's appeal and
customer satisfaction are not limited to a specific age group. The fact that a notable portion of
younger customers is included suggests that the product may cater to a wide range of age
groups.
Sex: The table indicates a gender distribution of 70% male and 30% female among the
respondents. This gender distribution is important because it provides insights into potential
variations in customer preferences. It may be necessary to delve deeper into the customer
satisfaction data to see if there are any gender-based differences in satisfaction levels, as this
information can inform marketing strategies.
Civil Status: Majority of the respondents are single (84.67%), with only 15.33% being
married. This information can be helpful in targeting marketing efforts. For instance, if the
product is popular among singles, advertising campaigns and promotions could be tailored to
appeal to this demographic.
Educational Attainment: Educational attainment is a significant factor in consumer
behavior. In this survey, 76% of the respondents have a college-level education, and 9.33%
are high school graduates. This indicates that the product may have a more educated customer
base. Understanding the educational background of customers is vital for tailoring marketing
and communication strategies to match their level of education and sophistication.
In a customer satisfaction analysis, these demographic details are valuable because they
allow for a more nuanced interpretation of the results. For instance, if the product received
lower satisfaction scores from the younger age group, this could be due to differing taste
preferences. Similarly, if there are significant variations in satisfaction levels between genders
or educational levels, this could guide product improvements and marketing strategies to
better meet the needs of specific customer segments.
Table 2 The level of customer satisfaction based on Taste.

Taste Indicators Mean Interpretation
The texture and flavor lived 3.41 Strongly Agree

up to my expectation
I will recommend empanada 3.44 Strongly Agree

to a friend
Empanada can be a 3.58 Strongly Agree

substitute to a diner or lunch
Overall Empanada is a 3.31 Strongly Agree

complete meal
Composite Mean 3.43 Strongly Agree
Table 2 presents the results of a customer satisfaction survey specifically related to the
taste of empanadas. The table includes four indicators and a composite mean score, along
with their respective interpretations.
The texture and flavor lived up to my expectation: This indicator received a mean
score of 3.41, with the interpretation "Strongly Agree." A mean score above 3 suggests that
customers generally found the texture and flavor of empanadas to be in line with their
expectations. The "Strongly Agree" interpretation indicates a high level of satisfaction, which
is a positive sign for the product.
I will recommend empanada to a friend: This indicator scored 3.44, with the
interpretation "Strongly Agree." This means that customers are highly likely to recommend
empanadas to their friends, which is a strong indicator of customer satisfaction. Word-of-
mouth recommendations can be a powerful driver for business growth.
Empanada can be a substitute for dinner or lunch: With a mean score of 3.58 and the
interpretation "Strongly Agree," this indicator suggests that customers perceive empanadas as
a suitable alternative to traditional meals. This reflects positively on the product's taste and its
role in meeting customers' meal requirements.
Empanada is a complete meal: This indicator received a mean score of 3.31, with the
interpretation "Strongly Agree." While the mean score is slightly lower than some of the other
indicators, it still signifies that most customers believe empanadas can serve as a complete
meal. This supports the product's value proposition as a satisfying and convenient food
option.
The composite mean score, which is 3.43, represents an overall high level of customer
satisfaction with the taste of empanadas. This is further supported by the "Strongly Agree"
interpretation, indicating that, as a whole, customers are highly satisfied with the product's
taste.
The results of this table strongly indicate that customers are highly satisfied with the taste of
empanadas. The "Strongly Agree" interpretations and mean scores above 3 across all
indicators highlight the consistent and positive perception of the product's taste among
customers. This high level of satisfaction is a key driver for customer retention and positive
word-of-mouth promotion.
While the table provides a clear picture of satisfaction with the taste, it's important to consider
other factors that could influence overall customer satisfaction, such as pricing, service
quality, and the overall dining experience.
Table 3 The level of customer satisfaction based on Cleanliness of the place
Cleanliness of the place Indicators Mean Interpretation

The entrance of the 3.23 Agree

Empanada food stall is
bright and free from
obstruction
The dining area of the 3.21 Agree

Empanada Food Stall is
enticing
Restroom in the area is clean 3.19 Agree

and free from unwanted
odors
The location of the food stall 3.16 Agree

is free from pest
Overall, the surrounding 3.29 Strongly Agree

environment of the food stall
is well maintained
Composite Mean 3.22 Agree
Table 3 presents the results of a customer satisfaction survey specifically related to the
cleanliness of the place where empanadas are served. The table includes five indicators and a
composite mean score, along with their respective interpretations.
The entrance of the Empanada food stall is bright and free from obstruction: This
indicator received a mean score of 3.23, with the interpretation "Agree." A mean score above
3 indicates that customers generally found the entrance of the food stall bright and free from
obstruction, which contributes positively to their experience. The "Agree" interpretation
suggests that customers are generally satisfied with this aspect of the cleanliness.
The dining area of the Empanada Food Stall is enticing: This indicator scored 3.21,
with the interpretation "Agree." This suggests that the dining area is perceived as inviting and
appealing to customers, which can enhance their overall dining experience.

Restroom in the area is clean and free from unwanted odors: This indicator received a
mean score of 3.19, with the interpretation "Agree." A clean and odor-free restroom is an
important aspect of overall cleanliness and customer satisfaction, and this score suggests that
customers find it satisfactory.
The location of the food stall is free from pests: With a mean score of 3.16 and the
interpretation "Agree," this indicator signifies that customers perceive the food stall location
as pest-free. This is crucial for maintaining a hygienic and enjoyable dining environment.
Overall, the surrounding environment of the food stall is well maintained: This
indicator received a mean score of 3.29, with the interpretation "Strongly Agree." This is the
highest score in the table and suggests that customers have a high level of satisfaction with
the overall cleanliness and maintenance of the food stall's surroundings.
The composite mean score, which is 3.22, represents an overall level of satisfaction with
the cleanliness of the place. The "Agree" interpretation suggests that, on the whole, customers
are satisfied with the cleanliness of the food stall. The results of this table indicate that
customers are generally satisfied with the cleanliness of the place where empanadas are
served. While the mean scores are slightly lower than those in Table 2, they still suggest that
customers have a positive perception of the cleanliness of the food stall's surroundings and
facilities.
A clean and well-maintained environment is crucial for customer satisfaction, as it
contributes to the overall dining experience. Customers are more likely to return and
recommend the establishment to others if they feel comfortable and confident about the
cleanliness and hygiene of the place.

Table 4 The level of customer satisfaction based on Service.
Service Indicators Mean Interpretation
Very welcoming and 3.66 Strongly Agree

friendly food stall attendant
Orders were taken carefully 3.67 Strongly Agree

and orderly.
I feel important with the 3.58 Strongly Agree

service they provide.
The food stall employee is 3.64 Strongly Agree

knowledgeable about the
different product offering
Table 4 provides the results of a customer satisfaction survey related to the service quality
at the empanada food stall. The table includes four indicators and a composite mean score,
along with their respective interpretations.
Very welcoming and friendly food stall attendant: This indicator received a mean score
of 3.66, with the interpretation "Strongly Agree." A mean score above 3 indicates that
customers felt the food stall attendant was welcoming and friendly, and the "Strongly Agree"
interpretation suggests that customers were highly satisfied with this aspect of service. A
warm and friendly service staff is crucial for a positive customer experience.
Orders were taken carefully and orderly: This indicator scored 3.67, with the
interpretation "Strongly Agree." This high mean score and interpretation suggest that
customers found the process of ordering their food to be efficient and attentive. This reflects
positively on the overall service quality.

I feel important with the service they provide: With a mean score of 3.58 and the
interpretation "Strongly Agree," this indicator signifies that customer felt valued and
important due to the service provided. Customers feeling valued is a significant driver of
satisfaction and loyalty.
The food stall employee is knowledgeable about the different product offerings: This
indicator received a mean score of 3.64, with the interpretation "Strongly Agree." Customers'
perception of staff knowledge about the product offerings indicates that they have confidence
in the service staff's ability to assist them in making choices, which is crucial for a satisfying
dining experience.
satisfaction with the service quality at the food stall. The "Strongly Agree" interpretation
confirms that, as a whole, customers are highly satisfied with the service they receive.
The results of this table indicate that customers are extremely satisfied with the service
provided at the empanada food stall. The consistently high "Strongly Agree" interpretations
and mean scores above 3 for all indicators reflect a strong level of overall customer
satisfaction with the quality of service.
Exceptional service is a key factor in driving customer satisfaction, loyalty, and positive
word-of-mouth recommendations. The results suggest that the food stall has a well-trained
and courteous staff that contributes significantly to the overall positive dining experience.
Table 5 The level of customer satisfaction based on Price
Price Indicators Mean Interpretation
The price of Empanada is 3.47 Strongly Agree

reasonable
I will pay extra amount if 3.37 Strongly Agree

they will add more
ingredients
The price is justified with 3.45 Strongly Agree

their product offering
I am satisfied with the 3.36 Strongly Agree

pricing
Table 5 provides the results of a customer satisfaction survey related to the pricing of
empanadas. The table includes four indicators and a composite mean score, along with their
respective interpretations.
The price of Empanada is reasonable: This indicator received a mean score of 3.47,
with the interpretation "Strongly Agree." The high mean score and the "Strongly Agree"
interpretation suggest that customers find the price of empanadas to be reasonable. This is a
significant factor in customer satisfaction because pricing often plays a crucial role in a
customer's decision to make a purchase.
I will pay an extra amount if they add more ingredients: This indicator scored
3.37, with the interpretation "Strongly Agree." This suggests that customers are willing to pay
more for additional ingredients, which is a positive sign for the business. It indicates that
customers perceive value in the product and are willing to invest more in customization.
The price is justified with their product offering: With a mean score of 3.45 and
the interpretation "Strongly Agree," this indicator signifies that customers believe the price is
justified based on what is offered. This is essential for customer satisfaction as it indicates
that the perceived value matches the cost.
I am satisfied with the pricing: This indicator received a mean score of 3.36, with
the interpretation "Strongly Agree." This shows that customers are highly satisfied with the
pricing of empanadas, which is a critical aspect of their overall satisfaction.
satisfaction with the pricing of empanadas. The "Strongly Agree" interpretation confirms that,
as a whole, customers are highly satisfied with the pricing.
The results of this table indicate that customers are very satisfied with the pricing of
empanadas. The consistently high "Strongly Agree" interpretations and mean scores above 3
for all indicators reflect a strong level of overall customer satisfaction with the pricing
structure.
Satisfying customers regarding pricing is crucial for building customer loyalty and
repeat business. When customers feel that they are receiving good value for their money and
are willing to pay more for additional features, it can positively impact the business's
profitability and reputation.

Table 6 Summary of level of customer satisfaction based on Taste, Cleanliness of the place,
Service, and Price
Summary Indicators Mean Interpretation
Taste 3.43 Strongly Agree
Cleanliness of the place 3.22 Agree
Service 3.63 Strongly Agree
Price 3.41 Strongly Agree
Overall Mean 3.42 Strongly Agree
Note: 1:00 – 1.75 = Strongly Disagree (SD); 1.76 – 2.50 =Disagree (D); 2.51 –
3.25 = Agree (A); 3.26 – 4.00 = Strongly Agree (SA)
Table 6 provides a summary of customer satisfaction across various aspects, including
taste, cleanliness of the place, service, and price. The table includes mean scores and their
respective interpretations.
Taste: The mean score for taste is 3.43, with the interpretation "Strongly Agree." This
indicates that customers are highly satisfied with the taste of empanadas. It's a critical
component of overall satisfaction, as taste is often the primary reason customers choose a
particular food product.
Cleanliness of the place: The mean score for cleanliness of the place is 3.22, with the
interpretation "Agree." While this score is slightly lower than those for taste and service, it
still suggests that customers are generally satisfied with the cleanliness of the dining
environment. A clean and hygienic place contributes to a positive dining experience.
Service: The mean score for service is 3.63, with the interpretation "Strongly Agree."
This is the highest mean score in the summary table, indicating that customers are extremely
satisfied with the quality of service provided. Exceptional service can have a significant
impact on overall customer satisfaction.
Price: The mean score for price is 3.41, with the interpretation "Strongly Agree."
Customers are highly satisfied with the pricing of empanadas, which is essential for their
overall satisfaction. Satisfying customers regarding pricing can lead to repeat business and
positive word-of-mouth.
Overall Mean: The composite mean score for all aspects is 3.42, with the
interpretation "Strongly Agree." This overall mean score reflects a high level of customer
satisfaction across all dimensions, indicating that customers are, on the whole, very satisfied
with their experience at the empanada establishment.
The results of this summary table show that customers are highly satisfied with the
taste of empanadas, the quality of service, and the pricing of the products. While the
cleanliness of the place received a slightly lower score, it is still in the "Agree" range,
indicating that customers are generally satisfied with the hygiene of the dining environment.
The "Strongly Agree" interpretation for the overall mean score reinforces the high level of
overall customer satisfaction. This suggests that the empanada establishment is doing well
across multiple dimensions, creating a positive and satisfying experience for its customers.
In conclusion, the balanced focus on taste, service, and price is likely contributing to
the establishment's success in satisfying customers and building customer loyalty. The
"Agree" score for cleanliness suggests room for improvement in this area to further enhance
the overall dining experience.

Ethical Consideration
The participants are informed before the survey procedures about the study’s goal,
significance, and objectives. They were also informed that their identity will remain private,
the information gathered from the questionnaire will only be use in our research study and
will not be used to discriminate others or against them. All the items in the questionnaire are
concerned about the Customers Satisfaction on Empanada, their demographic profile and
level of customers satisfaction. There is non-Conflict of Interest statement. All respondents
will be treated with the full respect and all information that they will provide will be treated
with full confidentiality. All result of the data gathered will be disposal with utmost caution
and the proponent of the study shall have the full responsibility in the disposing all data and
information.
DISCUSSION
The researcher’s study determined the customer satisfaction of Ilocos empanada.
Based on the result, the level of customer satisfaction in terms of four (4) factor. First is the
taste, so that the respondent is willing to substitute a dinner or lunch meal. The empanada can
be eaten for breakfast, lunch, or dinner. Because they must serve as appetizer or snack, but
also make easily make a satisfy meal. Second is the cleanliness of place, so that the
respondent is maintained in the surrounding environment of the food stall. Because it shows
that you care and what your customer to have a good time while they are dining, a clean
establishment is also important in making a good first impression on guest and helping to
build customer loyalty. Third is the service, so that the respondent is willing to serve the
customer, because their order was packed properly. And the last factor is the price, so that the
respondent is reasonable for the price of empanada, even if it is expensive but it delicious.
The price is high, but if you buy it, it’s affordable.
Implications and Future Research Direction
The development of a customer satisfaction platform has formed a marketing strategy
that use social media or flyers to market the specific product of empanada. Thus, the use of
social media or flyers as a tool to market have impact to the customer. To provide the
understanding on the on the customer satisfaction, future researcher can conduct on the
customer satisfaction of Ilocos empanada.
Conclusions and Recommendations
Conclusion
Based on the findings, most factors are interpreted as “strongly agreed” in empanada
business as perceived by the empanada consumer of Ilocos Norte. Therefore, it is concluded
that in putting up an empanda business, the vendor must consider different factors to meet to
the customer satisfaction. Business owners must reflect that taste, cleanliness of place,
service and price are integral component to satisfy customers. Since they are working in the
food industry, they shall provide this aspect to create an environment that make the customers
feel valued and contented in their experience through the transactions of the business up to
consuming their product. By doing these, the business can foster the loyalty of it customers as
it can invite and attract more people to try their product.

Emrah Cengiz (2010) emphasized, in today's competitive business environment
marketing managers are more influenced from customer expectation and meeting the demand
for customer satisfaction is very important for them. Therefore, to boost the future cash flow
and to maintain customer satisfaction, the business must maintain the perceived quality and
expected quality of the product and service made by the business.
Recommendations
Considering the findings and conclusions drawn, the following strategies are
recommended:
Based on the results and findings drawn from the customer satisfaction survey, it is
evident that the empanada establishment is performing well in several key areas, including
taste, service, and pricing. However, there is room for improvement in the aspect of
cleanliness, as indicated by the "Agree" score.
To further enhance the quality of service and overall customer satisfaction, I
recommend the following research areas and initiatives:
1. Cleanliness Improvement Study: Conduct a detailed study to identify specific areas
within the establishment that may need improvement in terms of cleanliness. This
study could include customer feedback, staff interviews, and hygiene assessments.
Based on the findings, develop and implement a comprehensive cleanliness
improvement plan to bring the establishment up to the same level of satisfaction as
taste, service, and price.
2. Continuous Customer Feedback: Establish a structured system for collecting and
analyzing customer feedback. This could involve regular surveys, comment cards, or
digital feedback platforms. Ensure that feedback is collected not only about cleanliness
but also about other aspects of the dining experience. Analyze the feedback to identify
specific areas for improvement and areas where the establishment excels.
3. Staff Training and Development: Given the high level of satisfaction with service,
continue investing in staff training and development to maintain and improve service
quality. Regular training sessions can keep the service staff motivated, knowledgeable,
and customer focused.
4. Pricing Strategy: While customers are currently highly satisfied with the pricing, it's
essential to regularly assess market dynamics and competitors. Conduct market
research to ensure that the pricing remains competitive and aligns with customer
expectations. This can help sustain high customer satisfaction in this area.
5. Benchmarking with Industry Standards: Consider benchmarking the establishment's
performance against industry standards and competitors. This can provide insights into
areas where the establishment may excel and where improvements could be made. It
also helps identify industry trends and best practices that can be implemented.
6. Hygiene and Safety Measures: Given the importance of cleanliness and hygiene,
invest in regular health and safety inspections to maintain the highest standards. Ensure
that staff follows rigorous hygiene and food safety protocols. This not only contributes
to cleanliness but also helps in creating a safe and healthy environment.
7. Promote Positive Reviews and Testimonials: Encourage satisfied customers to leave
positive reviews and testimonials on platforms like social media, review websites, and
your website. This can bolster the establishment's reputation and attract new
customers.
By undertaking these research initiatives and acting upon the findings, the empanada
establishment can continuously enhance customer satisfaction and maintain its reputation for
offering high-quality products and services. This, in turn, will lead to increased customer
loyalty and business growth.
The development of a customer satisfaction platform has formed a marketing strategy that use
social media or the flyers to market the specific product of empanada. Thus, the use of social
media or flyers as a tool to market have impact on the customer. To provide the understanding
on the customer satisfaction, future researcher can conduct on the customer satisfaction of
Ilocos empanada.
APPENDIX B-1
QUESTIONNAIRE
Part I. Demographic Profile
Direction: Please fill out all appropriate information regarding your
profile. Do not let any item unanswered.
a. Name (optional): _________________________________
b. Address (optional):___________________________________
c. Ages:
20 below
21-40
41-60
61 and Above
d. Sex: Male Female
e. Civil Status: Single Married Widow
f. Highest Educational Attainment:
Elementary Graduate
High School Level
High School Graduate
College Level
College Graduate
Post Studies (Master’s/Doctoral Local)
Part II. Level of customer satisfaction.
Directions: Kindly indicate your level of agreement or
disagreement with each of these statements regarding “Customer Satisfaction of
Ilocos Empanada”. Place a “✔” in the box of your answer.
4- Strongly Agree 3- Agree 2- Disagree 1-Strongly Disagree
4 3 2 1
A. Taste
1. The texture and flavour lived up to my

expectation.
2. I will recommend empanada to a friend.
3. Empanada can be a substitute to a diner or lunch

meal.
4. Overall Empanada is a complete meal.
B. Cleanliness of the Place
1. The entrance of the Empanada food stall are is

bright and free from obstruction.
2. The dining area of the Empanada Food Stall is

enticing.
3. Restroom in the area is clean and free from

unwanted odors.
4. The location of the food stall is free from pest.
5. Overall, the surrounding environment of the food

stall is well maintained
C. Service
1. Very welcoming and friendly food stall attendant.
2. Orders were taken carefully and orderly.

3. I feel important with the service they provide.
4. The food stall employee is knowledgeable about

the different product offering
5. I am satisfied with the service they provide.
D. Price
1. The price of Empanada is reasonable.
2. I will pay extra amount if they will add more

ingredients
3. The price is justified with their product offering
4. I am satisfied with the pricing.

REFERENCES:
Brehm, J. & Cohen, A. (1962). Explorations in Cognitive Dissonance. New York: Wiley.
Festinger, L. (1957). A Theory of Cognitive Dissonance. Stanford, CA: Stanford University
Press
Parasuraman, A.; Berry, Leonard L.; Zeithaml, Valarie A., “SERVQUAL: A Multiple-Item
Scale
for
Measuring Consumer Perceptions of Service Quality”, Journal of Retailing,
1988, 64, 1, 12-40.
A Study on the Effect of Brand Image on Consumer Preference with Reference to Youth in
Bengaluru City. Jibu J. Joseph. KRISTU JAYANTI COLLEGE
(AUTONOMOUS)
BANGALOREChing Chen and Ying Chang (2008) Airline brand equity, brand
preference and purchase intention: Journal of Air Transport Management. Vol 14
(1), 40-42.
Whan Park and Bernard (1986). Strategic brand concept, image management: Journal of
Marketing. Vol 50 (4), 135-145.
Jan Benedict and Batra Rajeev (2003). Brand globalness creates branch value: Journal of
International Business Studies. Vol 34 (1), 53-65.
Rorth Ulrich and Malkewiz Keven (2008). Holistic package design and consumer brand
impression: Journal of Marketing. Vol 72 (3), 64-81.
White Katherine and Darren (2006). Influence of dissociate reference group on consumer
preference: Journal of consumer Psychology. Vol 16 (4). 15
Intro – Dr. R. Natarajan, V Sudha. A relationship between brand loyalty and brand image.e-
ISSN: 23347- 9671. 2016
https://www.instructionaldesign.org/theories/cognitive-dissonance/
CURRICULUM VITAE
ANGEL DIANNE P. ANAC
BARANGAY 35 GABU SUR, SITIO TORRE, LAOAG CITY
09307551842 pasionanacangeldianne@gmail.com
PERSONAL EDUCATION
BIRTHDAY: FEBRAUARY 19, 2002
BIRTH PLACE: LAOAG CITY
AGE: 21 YEARS OLD
NATIONALITY: FILIPINO
RELIGION: AGLIPAYAN
CIVIL STATUS: SINGLE

FATHER’S NAME: ROY M. ANAC
MOTHER’S NAME: ESMERALDA NIŇA P. ANAC

EDUCATIONAL BACKGROUND
TERTIARY: NORTHWESTERN UNIVERSITY
2020-PRESENT
SECONDARY: SENIOR HIGH SCHOOL: GABU NATIONAL HIGH
SCHOOL
2018-2020
JUNIOR HIGH SCHOOL: GABU NATIONAL HIGH
SCHOOL
2014-2018
ELEMENTARY: GABU ELEMENTARY SHOOL
2008-2014
CURRICULUM VITAE
JESSA FAITH T. DADUYO
Jessafaithdaduyo@gmail.com
PERSONAL DATA
Age; 22 years old
Address: Brgy. 42 Apaya Laoag Cit, Ilocos Norte
Birthdate: February 10, 2001
Birthplace: Batac City
Religion: Born Again Christian
Citizenship: Filipino
Father’s Name: Fredy T. Daduyo
Mother’s Name: Judith T. Daduyo
TERIARY: NORTHWESTERN UNIVERSITY
Bachelor of Science in Business Administration Major in Marketing

Management
Laoag City, Ilocos Norte
2020-present
SECONDARY:
Senior High: PAOAY LAKE NATIONAL HIGH SCHOOL
Brgy. 22 Nagbacalan Paoay Ilocos Norte
2017-2019
Junior High: PAOAY LAKE NATIONAL HIGH SCHOOL
Brgy. 22 Nagbacalan Paoay Ilocos Norte


2013-2017
ELEMENTARY: LAOAG CENTRAL ELEMENTARY SCHOOL
Laoag City, ILocos Norte
2006-2013
CURRICULUM VITAE
DARYLL DAVE A. DELA CRUZ
dadaabian@gmail.com
PERSONAL DATA
Age; 21 years old
Address: Pagudpud Ilocos Norte
Bachelor of Science in Business Administration Major in Financial

Management
2020-present
SECONDARY:
Senior High: DATA CENTER COLLEGE OF THE PHILIPPINES
Laoag City Ilocos Norte
2018-2020
Junior High: LUZONG NATIONAL HIGH SCHOOL
Pagudpud Ilocos Norte
2014-2018
Birthdate: September 21, 2001
Birthplace: Pagudpud Ilocos Norte
Religion: Iglesia Ni Cristo
Father’s Name: Erwin Dela Cruz
Mother’s Name: Renita Dela Cruz


ELEMENTARY: LUZONG ELEMENTARY SCHOOL
Pagudpud Ilocos Norte
2007-2014
DAFFODEL F. SUGUITAN daffodelsuguitan04@gmail.com
PERSONAL DATA
Age; 27
Address: Brgy. 48-B Cabungaan Laoag City
Birthdate: September 10, 1995
Birthplace: Laoag City
Religion: Roman Catholic
Father’s Name: Ruben V. Suguitan
Mother’s Name: Corazon S. Felipe

Management
2012-present
SECONDARY: ILOCOS NORTE COLLEGE OF ARTS AND TRADES
P. Gomez St. Laoag City
2008-2012
ELEMENTARY: CABEZA ELEMENTARY SCHOOL
Brgy. 48- A Cabungaan Laoag City
2002-2008
CURRICULUM VITAE
JAY-JAY A. LAYUGAN jayjaylayugan@gmail.com
PERSONAL DATA
Age; 28
Address: Brgy. 9 Paltit Badoc, Ilocos Norte
Birthdate: July 12, 1994
Birthplace: Badoc, Ilocos Norte
Religion: Pentecost
Father’s Name: Jeffrey Layugan
Mother’s Name: Jane Layugan

Management
2012-present
SECONDARY: BADOC JUNIOR COLLEGE INCORPORATED
2008-2012
ELEMENTARY: PALTIT ELEMENTARY SCHOOL
2002-2008

CURRICULUM VITAE
JENINE TORATE
Jeninetorate123gmail.com
PERSONAL DATA
Age; 23 years old
Address: Brgy. 38-A Mangato, Laoag Cit, Ilocos Norte

Management
2019-present
SECONDARY:
Senior High: AMA COMPUTER COLLEGE OF LAOAG
2018-2019
Junior High: ILOCOS NORTE NATIONAL HIGH SCHOOL
Birthdate: May 6, 2000
Birthplace: Laoag City
Religion: Roman Catholic
Father’s Name: Jonathan G. Torate
Mother’s Name: Loida G. Torate


2013-2017
ELEMENTARY: BALATONG INTEGRATED SCHOOL
Brgy. 40 Balatong Laoag City
2007-2013

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NORTHWESTERN UNIVERSITY

College of Business Education

CUSTOMER SATISFACTION OF ILOCOS EMPANADA

In partial fulfillment of the requirements for the

Subject Business Research 2

Anac, Angel Dianne P.

Daduyo, Jessa Faith

Dela Cruz, Daryll Dave

DR. ERIC S. PARILLA

School Year 2023-2024

Marketing is a business process that involves identifying, anticipating, and satisfying

products or services. It is a vital aspect of any organization's operations as it helps to boost

relations, branding, product development, and customer service. It involves understanding

environment, effective marketing is crucial for the success of any organization.

their target market.

concerns promptly and effectively. In today's competitive marketplace, companies cannot

need in order to promote customer satisfaction.

people of Batac City can relate to.

Existing studies determine that embracing strategy to create customer satisfaction is a

improvement of customer satisfaction and its impact to the business.

Customer satisfaction is one of the essential components of any organization’s

about tourist opinions of a destination (Alegre and Garau, 2010).

Satisfaction refers to the perceived discrepancy between prior expectation and

perceived performance after consumption when performance differs from expectation,

tourism context, satisfaction is primarily referred to as a function of pre-travel expectations

Customer satisfaction is often used to predict the likelihood of customers returning

and Uysal, 2005).

and continuous profitability for enterprises.

the SERVQUAL model.

Customer Satisfaction Theory, Oliver (1980)

This theory focuses on understanding the factors influencing customer satisfaction in

the overall dining experience.

By employing these theoretical frameworks, researchers can understand the various

entrepreneurial aspects of business, enabling a deeper exploration of their unique dynamics

satisfaction have been conceptualized as an emotional response to direct product experiences.

Moreover, (Mojajerami &Miremadi, 2012; Oliver (1997) defined satisfaction as consumer

fulfillment response, it is an assessment of a product or service itself which provided a

pleasurable level of consumption-related fulfillment.

Customer satisfaction is a kind of feeling either pleasure or disappointment that arises

Foodservice Management Theory.

small-scale food establishments.

It it shows the 4 area of consideration in measuring the level of customer satisfaction on

taste, cleanliness of place, service, and price.

Statement of the problem

1. What is the demographic Profile of the Respondent in terms of:

2. What is the level of customer satisfaction in terms of:

3. What strategies and recommendation to improve customer satisfaction of Ilocos

Participants of the Study

questionnaire to the empanada consumer as a survey and reference. A convenient sampling

technique will be applied.

by administering a questionnaire via Google forms to one hundred fifty individuals.

Data Gathering Procedures

employed in treating the data.

Point Value Mean Range Descriptive

1 3.26-4.00 Strong Agree

4 1.00-1.75 Strong Disagree

Table 1 Profile of the Respondents

AGE Frequency Percentage

20 years old and below 52 34.67%

61 and above 5 3.33%

FEMALE 105 30%

SINGLE 127 84.67%