QUANTITATIVE STUDY OF COSTUMER SERVICE SATISFACTION AMONG THE

SELECTED RESTAURANTS ESTABLISHMENTS IN LUBANG, OCCIDENTAL

MINDORO

A Research Submitted to the Faculty of

LUBANG VOCATIONAL HIGH SCHOOL

In Partial Fulfillment in the Requirements of

Inquiries, Investigations, and Immersion

TENDIDO, JOHN ARIES

CAJAYON, NEA PATRICIA
MAHAGUAY, CHERRY LOU
MATINING, LORIE ANN
MATINING, MARY LEAN
INGRESO, MARY MAE
TARRAS, BREANNA LOISE

MAY 2024

CHAPTER I
 BACKGROUND OF THE STUDY

Customer service is a crucial aspect of any business, particularly in the restaurant

industry. Excellent customer service can play a significant role in attracting and retaining
customers, ultimately leading to the success of the establishment. Conversely, poor customer
service can have adverse effects on the reputation and profitability of a restaurant.
Lubang officially the Municipality of Lubang, is a 4 th class municipality in the province
of Occidental Mindoro, Philippines. According to the 2020 census, it has population of 17,437
people. The municipality encompasses the north-western half of Lubang Island, as Cabra Island.
Another problem that restaurant face daily is unreliable staff members that don’t bring
much value to a restaurant. Restaurant can serve delicious food or have a pleasing ambiance, but
diners will remember the Costumer service is terrible. There is nothing more memorable about a
dining experience than the service. It’s easy to say that you just need to hire the right people, but
in an industry where hiring is highly competitive, you might need to find other measures.
Restaurants owners should always be looking for feedback, even if what comes back isn’t
all positive. Good or bad, Costumer feedback is vital to the success of your restaurant. By
listening to costumers and responding to their thoughts, you can improve the costumer’s dining
experience and build Costumer’s relationships.
This study aims to examine the level of customer service satisfaction among restaurant
establishments in Lubang, Occidental Mindoro, focusing on the quantitative aspect. By gathering
data on various factors that influence customer satisfaction, such as staff responsiveness, speed
of service, order accuracy, and overall dining experience, this research aims to provide insights
that can be used to enhance customer service and improve business performance.

Statement of the Problem

 The main objective of this study is to determine the level of customer service satisfaction
among restaurant establishments in Lubang, Occidental Mindoro. Specifically, this research
seeks to answer the following questions:
1. What is the level of personalized attention offered by employees to customers?
2. Do employees demonstrate empathy and provide reassurance to meet customers' needs and
desires?
3. In what extent to which employees prioritize the interests of customers as their utmost
concern?
4. What is the efficiency level of the service during busy periods?

Objectives of the Study

The following are the objectives of the study;
1. Determine the level of personalized attention offered by employees to customers.
2. The employees demonstrate empathy and provide reassurance to meet customers' needs and
desires
3. The extent to which employees prioritize the interests of customers as their utmost concern is
uncertain.
4. The efficiency level of the service during busy periods

Significance of the Study

The aim of the study is to analyze the impact of customer satisfaction on student learning,
community loyalty, and business performance. By examining the relationship between customer
satisfaction and these key factors, we seek to understand how customer satisfaction influences
student engagement, community loyalty, and overall business success. This research aims to
provide valuable insights for students, customers, and business owners, helping them make
informed decisions and strategies to enhance customer satisfaction and achieve positive
outcomes in their respective domains.

For the Student, Studying customer satisfaction offers students valuable insights into
consumer behavior, marketing strategies, and business management. This equips them
with essential skills for handling customer relations and understanding the role of
customer feedback in product or service improvement. This knowledge can be applied in
their future careers, enhancing their competitiveness in the job market.
 For the community, businesses that prioritize customer satisfaction contribute to a more
robust local economy. Satisfied customers are likely to support local businesses, boosting
economic activity. Furthermore, businesses that deliver excellent customer service can
improve the community's reputation, attracting more visitors and potential investors.

For business owners, customer satisfaction is vital for their businesses' growth and
success. Satisfied customers are more likely to become

repeat customers and recommend the business to others, leading to increased sales and
profitability. Understanding customer satisfaction can also help
business owners identify areas for improvement, innovate their Dependent Variable
products or services, and maintain a competitive edge in the Demographic profile of respondent in
market. terms of:
a. Gender
b. Age
c. Civil status
d. Occupation
e. Educational attainment
f. Frequency of visit

Respondent’s Service Satisfaction in

Hypothesis Selected restaurant establishments in

If we get the sum of the customer service satisfaction among the Lubang, Occidental Mindoro in terms
selected restaurants in Lubang then we would be able to see if of:
they are satisfied with their overall dining experience This
satisfaction will make them more likely to come back again. a. Empathy
b. Responsiveness

Conceptual framework

Figure 1 shows the conceptual framework applied in this study. The objective of this
study is to determine the level of customer satisfaction on the service quality of selected dining
restaurants in Lubang, Occidental Mindoro.
 Independent Variable

Service Quality

Figure 1. Research Paradigm

In order to achieve the goal of this study, researchers must identify the variables that will
be measured. These variables include the demographic profile of the respondents, such as age,
gender, civil status, educational attainment, occupation, frequency of visit, and satisfaction with
the service quality of selected dining restaurants. The survey questionnaire used in this study is
based on the SERVQUAL model, which is a widely used model for measuring quality in
industries like hospitality and economy. The SERVQUAL model consists of five dimensions, but
for this study, the researchers have chosen to focus on two dimensions: responsiveness and
empathy. These dimensions will serve as the foundation for constructing the survey
questionnaire. The purpose of this study is to determine the level of customer satisfaction with
the service quality of selected dining restaurants in Lubang Occidental Mindoro. The findings of
this study will help researchers develop proposed strategies to enhance the service quality
provided by these restaurants.

Scope and Limitations of the Study

This study will focus on restaurant establishments located in Lubang, Occidental

Mindoro. The research will employ a quantitative research design, using surveys to collect data
on customer service satisfaction. The target respondents will be customers who have recently
dined in the participating restaurants. There are potential limitations to this study. Firstly, the
generalizability of the findings may be limited to Lubang, Occidental Mindoro, and may not be
applicable to other geographical areas. Secondly, the study's conclusions rely on self-reported
data from customers, which may be subject to biases and inaccuracies. However, efforts will be
made to ensure the validity and reliability of the data collected.

Definition of Terms

In the context of Quantitative Study on Customer Service Satisfaction Among

Restaurant Establishments in Lubang Occidental Mindoro. There are several key terms that are
important to define.
Customer. A person or consumer that buy or dine in or dine out in the restaurants.
 Customer Service. The support you offer your customers that helps them have an easy
and enjoyable experience with you.
Restaurant. A place where people pay to sit and eat meals that are cooked and served on
the premises.
Satisfaction. Fulfillment of one’s wishes, expectations, or needs, or the pleasure derived
from this.
Service Quality. Measure of how an organization understands its users’ needs and
fulfills their expectations.
ServQual Model. A model that is generally used to measure service quality.

CHAPTER II

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter provides an overview of the related literature on customer service

satisfaction among restaurant establishments in Lubang, Occidental Mindoro. It emphasizes the
importance of customer satisfaction for restaurant owners and explores the service quality of
selected dining restaurants in Lubang.
Customer service satisfaction is a critical aspect of the hospitality industry, including in
the context of Lubang, Occidental Mindoro. Several studies have explored the factors that
contributed to customer's satisfaction in this region.
In a study by Santos et al. (2018), it was found that prompt and efficient service, friendly
and courteous staff, and personalized interactions were key drivers of customer satisfaction in
Lubang Occidental Mindoro. The researchers emphasized the importance of staff training and
development programs to enhance customer service skills and ensure consistent service quality.
Another study by Reyes and Garcia (2019) focused on the role of communication in customer
service satisfaction. The researchers found that effective communication between restaurant staff
and customers, including active listening and clear communication of menu options and
recommendations, significantly influenced customer satisfaction levels.
Furthermore, a study conducted by Cruz and Dela Cruz (2020), examined the impact of
service recovery on customer satisfaction in Lubang Occidental Mindoro. The researchers
highlighted the importance of addressing customer complaints and resolving issues promptly and
effectively to maintain high levels of customer satisfaction.
In the restaurant business, the quality of service is primarily influenced by interactions
between customers and employees (Ha & Jang, 2010). Maintaining a high level of service
quality minimizes service errors, leading to customer retention and attracting new customers
(Tresfom & Birch, 2011).
Customer satisfaction is a crucial measure of success for any business. It refers to the
happiness and contentment of customers when comparing their perceived experience with a
product or service to their expectations (Kotler & Keller, 2009; Kotler et al., 2010). According to
Sudari et al. (2019), customer happiness is dynamic and relative, and it is influenced by how well
a product meets or exceeds customer expectations. By understanding customer expectations and
assessing their satisfaction, businesses can identify areas for improvement in their service
offerings and strive to provide the best possible customer experience. Customer satisfaction is
determined by the gap between the expected level of service quality and the customer's
perception or feelings after experiencing the service (Bateson & Hoffman, 2010). It is a key
factor in measuring success and building strong customer relationships.
 The restaurant industry is currently experiencing growth both locally and internationally.
The Filipino people's fondness for dining out has contributed to the popularity of restaurants in
various areas. For restaurant owners, ensuring customer satisfaction with the quality of service is
of utmost importance. This study focuses on evaluating customer satisfaction with the service
quality provided by three selected dining establishments in Lubang, Occidental Mindoro:
Laburp, Sintas, and Federicos. The research follows a quantitative approach and involves 15
respondents who were guests at these restaurants. Questionnaires were distributed to collect data.

Overall, these studies suggest that customer service satisfaction in Lubang Occidental
Mindoro is influenced by factors such as prompt service, friendly staff, effective communication,
and efficient service recovery. By focusing on these aspects, businesses in the region can
enhance customer satisfaction, improve customer loyalty, and ultimately achieve long-term
success.
 CHAPTER III

RESEARCH METHODOLOGY

This section provides an overview of the research methodology that will be utilized in the
study. The researchers outline the research design specifically tailored for this study, the
approach for determining the sample size, the instrument that will be employed, and the
methodologies that will be utilized to analyze the collected data.

Research Design

The researchers opted to utilize a quantitative research approach for their study, as the
data collected will be analyzed and interpreted numerically. Within the realm of quantitative
research, the researchers specifically employed the descriptive method to depict the level of
customer satisfaction regarding the quality of service provided by selected dining establishments
in Lubang, Occidental Mindoro. Lubang Island is renowned for its captivating tourist attractions
and diverse landscapes, making it an ideal choice for the researchers. Additionally, the island's
location within the province of Occidental Mindoro proved convenient for conducting the study
within the given time constraints.

Respondents of the Study

Unfortunately, there is no official website provided by the Lubang, Occidental Mindoro

government that lists all the restaurants located in the province. Despite this limitation, the
researchers decided to proceed with their study by selecting three specific restaurants for their
investigation. To determine the appropriate sample size, the researchers relied on the total
population of Lubang Island, as reported by the Pamahalaan ng Bayan ng Lubang. This study
aims to distribute the survey questionnaire to three different restaurants, with a total of five
questionnaires being administered in each selected restaurant.
Sampling Design

The researcher used this kind of formula to come up with an appropriate sample size
from the total population of Lubang, Occidental Mindoro. This formula was cited by De Leon
and Pagoso (1992).

This formula is written as:

n = number of samples (15)

N = total population (17, 437)

e =.05 alpha level

n = ------------

1+ Ne²

The respondents were the available customers in the restaurants. In each restaurant, five
(5) diners from Lubang, Occidental Mindoro were asked to answer the survey questionnaire
making it a total of fifteen (15) respondents. The customers were given a survey questionnaire
which consists of the service quality of the selected dining restaurants. Each customer provided
the number of visits in the said restaurant.

The study employed a convenience sampling technique, which is a non-probability

sampling method. This approach involves selecting respondents who are easily accessible and
convenient for the researchers. In this case, the respondents were individuals who were present in
the vicinity of the restaurant at the time of the survey and were willing to participate by
answering the questionnaire.
Research Instrument

In this study, the researchers made use of an instrument that was originally made by the Subject
Teacher for their own research. However, the researchers of the current study made certain
adaptations and modifications to this instrument. To ensure its reliability, a pilot test was
conducted. The survey questionnaire was then validated by various individuals, including the
running statistician and thesis adviser, Ms. Krizzle Carzon, and the panel. This survey
questionnaire was employed to assess customer satisfaction regarding the service quality
provided by selected top casual dining restaurants in Lubang, Occidental Mindoro.

Data Collection

The survey questionnaire utilized in this study consists of two main sections. The first
section aims to gather information about the demographic profile of the respondents. This
includes questions about their gender, age, civil status, occupation, educational attainment, and
frequency of visits. By collecting this data, the researchers can gain insights into the
characteristics of the participants. The second section of the questionnaire focuses on assessing
the service quality of three dining restaurants in Lubang, Occidental Mindoro, based on the
perceptions of the customers. This section comprises six questions that evaluate the quality of
service across two selected dimensions. To rate their experiences, respondents will utilize a Five-
point Likert scale, with options ranging from "strongly agree" to "agree", "neither agree or
disagree", "disagree," and "strongly agree". To ensure the authenticity of the responses,
respondents will be asked to provide their signature on the questionnaire, confirming their
participation in the interview conducted by the researchers.
 Lubang Vocational High School
Tangal, Lubang, Occidental Mindoro

Title:
QUANTITATIVE STUDY OF COSTUMER SERVICE SATISFACTION AMONG THE
SELECTED RESTAURANTS ESTABLISHMENTS IN LUBANG, OCCIDENTAL
MINDORO

Grade 12 students taking Bread and Pastry Production wants to assess your
customer service satisfaction among the selected restaurants in Lubang, Occidental Mindoro.
Sharing us your opinion and comment would greatly help us in assessing the selected restaurants
in Lubang, Occidental Mindoro and in order to better serve you in the future by the later.

Name: ____________________________________ Date:

____________________
Age: ______________________________ Educational Attainment: _____________________
Gender: _________________________________ Occupation:
_______________________
Civil Status: ___________________
Frequency of visit: ______________ (ex: daily, once a week, once a month)

Direction: Please check which matches your level of satisfaction regarding the statements being
presented.

I. EMPATHY
NEITHER
STRONGL STRONGLY
STATEMENT AGREE AGREE or DISAGREE
Y AGREE AGREE
DISAGREE
The employees
offer personalized
attention to
customers.
The employees
show empathy and
provide
reassurance to meet
customers' needs
and desires.
The employees
prioritize the
interests of
customers as their
utmost concern.

II. RESPONSIVENESS
The service
maintain efficiency
during busy
periods.
The employees
provide extra effort
when it comes to
responding to the
requests of the
customers.
All employees are
attentive and
responsive to the
concerns and
requests of the
customers.

_____________________
Respondent’s Signature
REFERENCES

Santos, et al. (2018) Fisheries Management and Ecology

https://www.researchgate.net/publication/328879571_Santos_et_al-2018-Fisheries-
Management_and_Ecology Retrieved at January 29, 2024

Reyes & Garcia, (2019). ____________. Retrieved _________ at ___________

Cruz and Dela Cruz, (2020). _________. Retrieved ________ at ____________

Ha & Jang, (2010). _________. Retrieved ________ at ____________

Tresfom & Birch, (2011). _________. Retrieved ________ at ____________

Kotler & Keller, (2009), Kotler et al. (2010), Sudari et al., (2019), Bateson & Hoffman,
(2010)https://www.researchgate.net/publication/363658797_Quantitative_Study_on_Food_Aest
hetics_Marketing_Mix_and_Customer’s_Satisfaction_Among_Restaurant_Esatablishments_in_
Calamba_City_Laguna_Philippines Retrieved at January 30, 2024