Group 2 PDF

CHAPTER I
INTRODUCTION
The aim of this thesis is to test the importance and sufficiency of existing constructs
of customer service, customer satisfaction and service quality in the logistics function of
selected local casual-dining restaurants in Dasmarinas city.
Background of the Study
Customer satisfaction is a marketing term that measures how products or services
supplied by a company meet or surpass a customer’s expectation. It provides marketers and
business owners with a strategy that they can use to manage and improve their businesses. In
a survey of 200 senior marketing managers, 71 percent responded that they found a customer
satisfaction very useful in managing and monitoring their businesses (Farris, et. al., 2010).
Lee Resource Inc. found that for every customer complaint there are 26 other unhappy
customers who have remained silent. That is alarming statistic. Most companies think they
are the best and they have no unhappy customers. The reality is, 96% of unhappy customers
don’t complain. In fact, Financial Training Services found that most simply just leave and
never come back (The Magazine for Customer Service Managers & Professionals, 2016).
Food is a basic necessity of individuals, wherein food service industry interrelates.
The term food service industry pertains to restaurants, fast foods, school and hospital
cafeterias, catering operations, food carts and food trucks etc. The main contributors of this
industry are restaurants and fast food chains. Customer satisfaction plays an important role
within your business. Not only it is the leading indicator to measure customer loyalty,
identify unhappy customers, reduce churn and increase the volume of customers; it is also a
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key point of differentiation that helps you to attract new customers in competitive business
environments (Beard, 2014).
Moreover, food service industry encompasses restaurants. Restaurants offer a large
menu including a variety of meals that are cooked and prepared and is eaten by the customer.
There are different types of restaurants, such as independent which is one-branch restaurant
concept that's often home grown and starts with limited staff and marketing efforts; chain,
when an owner of an independent restaurant decides to add one or more branches, yet
maintains full control of the operations of each branch in one holding company; franchised
which is a mother company shares branding, marketing efforts, operational systems, and
supplies with multiple independent business owners in exchange for royalties and monthly
commissions; quick service which is known for quick food production, serving food in about
10 minutes, these restaurants pre-cook food that can be heated and served quickly when
ordered; fast casual, it is more creative in menu items, boasting of signature food and
specialties, and a relaxed ambiance, and lastly, fine-dining which is a leisure dining with
pricier cuisine and longer service, usually patronized for special occasions and business
functions.
Hence, attracting customers require more than just good food, but it also requires the
physical and emotional response or what the potential customer will feel about the restaurant
as a whole which includes the atmosphere and environment to which the customers are
exposed. Due to the increasing competition of service business and the high demand of the
customers, service quality is the fundamental factor to measure customers satisfaction at the
selected casual dining restaurant in Dasmariñas City.
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The objectives of the study are to assess customers expectation and perception level
towards service quality of front office staff at the casual dining, and to analyze the
discrepancy between customers expectation and perception level towards service quality of
casual dining restaurants .This study was undertaken with the objective to achieve promised
services of the chosen local casual dining restaurant. It was also aimed to identify what make
a customer satisfied. It was explained as it was believed that the people today lives in the
modern age and have considered eating in local casual restaurant as a necessity hence a
timely research endeavor.
Statement of the Problem
The study aimed to identify the customer satisfaction towards local food
establishments service quality in Dasmariñas City, Cavite
Specifically, it aimed to provide answer to the following questions.
1. What is the profile of the customers in selected local casual dining restaurant in
Dasmariñas City, Cavite:
a. Age
b. Gender
c. Location
d. Civil status
e. Employment status
f. Highest educational attainment
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2. What is the level of customers satisfaction in selected local casual dining restaurant
in Dasmariñas City in terms of:
a. Menu
b. Price
c. Service
d. Ambience
e. Proximity
f. Safety and sanitation
3. Is there a significant difference on the factors affecting the customer’s satisfaction
in terms of:
a. Age
b. Gender
c. Location
d. Civil status
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Objectives of the Study
The study aimed to determine the customers satisfaction in local casual dining
restaurants in Dasmariñas City, Cavite. It was also guided by the following objectives:
1. Determine the profile of the customers in selected local casual dining restaurant in
Dasmariñas City, Cavite:
a. Age
b. Gender
c. Location
d. Civil status
2. Know the level of customer satisfaction in selected local casual dining restaurant in
Dasmariñas City in terms of:
a. Menu
b. Price
c. Service
d. Ambience
e. Proximity
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f. Safety and sanitation
3. Determine the significant difference on the factors affecting the customer
satisfaction in terms of:
a. Age
b. Gender
c. Location
d. Civil status
Scope and Delimitation
Finding out what factors considered in consuming a local food establishments that
affect the customer satisfaction is the focus of the study.The researcher measured how
satisfied the respondents are, and if they considered the said factors in consuming a local
food establishments.
The primary participants are those who live in Dasmarinas City, Cavite. The area of
concern would only be in this location. It will be conducted only at the 2nd Semester of S.Y.
2017-2018. The data will be determined through questionnaire that will be given in 20
respondents per local establishment, in total of 200 respondents.
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This study will be conducted in different local casual dining restaurant in Dasmarinas
City, Cavite namely, BonBon Plus, Gil and Mar Café, Captains’s Sweet Galley, ProsperiTea,
Sari Your Local Store& Café, Cuddle Cup Café, Sweet Dosage, Dream Bean Café, Magia
Grill and Le Vert Café and Restaurant.
Significance of the Study
The purpose of this study is to examine the significant differences between customer
satisfaction and service quality in service sectors with respect to the service quality
dimensions. A research like this is essential to assess and improve service, because it will
provide management with data that they can use in making inferences about the customers.
The following are the beneficiary of this study;
1. Business Academics
The results of this study should be proved useful for academics; business in the field
of marketing and management researchers of customer satisfaction and service quality
especially in service sector organizations.
2. Local Food Establishments
This study can provide information to its readers regarding the ideas and opinions of
the numerous customers of different local food establishments in Dasmarinas City,
Cavite. This study shows how the menu, price, service, ambience, proximity,
accessibility, safety and sanitation considered as factors that affects customers
satisfaction which may help its readers to understand the buying behaviors of consumers
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in Dasmarinas City, Cavite and how they decides with regards in choosing a local food
establishment.
3. Residents of Dasmariñas City
This study may be beneficial to the residents of Dasmarinas City, the Investors and
those customers in local casual dining restaurants that seek for different types of food and
services.
4. Customers
The study was conducted to determine the said factors that considered consuming a
local food establishment that affects the level of preferences and satisfaction of
community of Dasmarinas City, Cavite. From here, study was able to provide reliable
information and inform others by how and why they consume a local food establishment
from the data gathered on the selected participants.
5. Industrial Relations
Moreover, the study would serve as input for further studies towards the development
of the industrial relations in the country.
6. Future Researchers
This study will also be remarkable to the future researchers because this can be their
reference to their future research. This will help them to have information or loopholes
that related to their study.
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Hypothesis of the Study
In this part of the research, it contains the researchers’ hypothesis about the
significant differences on the factors selected by the customer. This will tackle what can be
the attainable result of the study. The hypothesis is designed to support the study, wherein
HO: There is a significant difference on the factors selected by the customer when
group according to profile.
HA: There is no significant difference on the factors selected by the customer when
group according to profile.
Definition of terms
In this part of the study, it intended to assist readers to understand the most commonly
used terms and concepts. The following are the general words defined within the context of
how the term is applied in the study:
Ambiance – a feeling or mood associated with a particular place, person, or thing (Merriam-
Webster, 20180; refers to the character and atmosphere of a place.
Consumers – One that utilizes economic goods (Merriam-Webster,2018); refers to a person
who purchases goods and services for personal use.
Local Casual Dining- refers to the food establishment that is more creative in menu items,
boasting of signature food and specialties, and a relaxed ambiance (WebstaurantStore, 2018);
offers and promote high-quality food made fast to a great cost. Consider ways to include
made-to-request things on your menu.
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Local Food Establishments - Refers to the food establishment like local eatery and canteen
that can be found in the nearby places within the vicinity of the Dasmariñas City (Food
Establishment Plan Review Guideline, 2018); means an operation that stores, prepares,
packages, serves, vends, or otherwise provides food for human consumption.
Menu – a list of the dishes that may be ordered (as in a restaurant) or that are to be served (as
at a banquet) (Merriam-Webster, 20180; refers to the food available or to be served in a
restaurant or at a meal
Price – the amount of money for which something is sold (Cambridge Dictionary, 2018);
refers to the cost at which something is obtained.
Proximity – the quality or state of being proximate (Merriam-Webster, 2018); refers
to the nearness in space, time, or relationship.
Sanitation – is the process of keeping places clean and healthy, especially by providing a
sewage system and a clean water supply (Collins English Dictionary, 20180; refers to the
promotion of hygiene and prevention of disease by maintenance of sanitary
conditions.
Satisfaction - Refers to fulfillment of expectations, or needs, or the pleasure derived from
this (Merriam-Webster, 2018); the quality or state of being satisfied .
Service - Refers to the work performed by one that serves (Cambridge Dictionary, 2018);
a business that offers a particular type of help or work .
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Synthesis of the Introduction
Customer satisfactions is a marketing term that measures how products or services
given by a company to meet the customer's expectations. It provides marketers and especially
business owners to make or to improve more.
Customers satisfaction is very important especially for the business owners who
needed the feedback of their customers for them to know what will be their next
improvement to catch the eyes of the customers.
Food, facilities and especially the cleanliness of the surroundings is the most
important of them all. The health of the customers is the number one priority of the owners.
They must serve the customers a food that they deserved to reach the customers satisfaction.
The researcher conducted this study The Customers Satisfaction towards Local
Casual Dining Restaurant in Dasmariñas City, Cavite to know the level of satisfaction of the
costumers in the selected local food establishments.
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CHAPTER II
REVIEW OF RELATED LITERATURE
This section contains literature and studies on customer satisfaction and local casual
dining restaurants. These materials were gathered from journals, online sources, thesis and
dissertations, and other unpublished materials that provided the researcher with an exhaustive
review of the topic and the essential background knowledge to pursue this study.
Foreign Literature
A restaurant is also establishment that prepares and serves dishes and drinks with
customers in exchange for money, whichever paid in front of those meals, alternately with a
running tab. Meals are for the most served also consumed on premises, however most of the
restaurants also offer take-out dishes and house-to-house delivery service. Restaurants shift
significantly over appearance and offerings, including a very wide variety of the primary
chefs cuisines and administration models (Salkin, 2018).
According to Allfoodbusiness.com (2008), restaurants are generally arranging under
three categories: fast service, mid scale and upscale. Fast service or fast food chain
restaurants, offered few menus that are quick to prepare and mostly have drive-thru windows
and take-outs orders. Mid scale restaurants provides full meals during medium value of
money that customer recognize similarly as “good worth”. Lastly, upscale restaurants offer
full service and have a prominent of ambiance. A casual-service restaurant will be a take a
seat property putting some alcoholic refreshments that business to consumers with a checks
and lower that upscale restaurant are higher than mid scale and fast food restaurants.
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The most core marketing priorities are service quality and customer satisfaction since
they are the essentials of consumer loyalty, such as repeat sales and positive word‐of‐mouth
advertising (Liu and Jang, 2009). In today's intensely aggressive market, in general they
assumed that the key to attaining an advantage lies in positioning high‐quality service that
will, in turn, lead to satisfied customers (Han and Ryu, 2009). In particular, customers
generally use food, in the restaurant industry, employee services, and physical environment is
key components of restaurant background in evaluating the restaurant service quality. This
proper combination of these key attributes should assumed a result in customers' knowledge
of high restaurant service quality, which in turn should enhance customer loyalty and
customer satisfaction in the restaurant industry. However, little research has been conducted
to investigate the influence of multiple components of restaurant service quality on outcome
variables such as customer perceived value and restaurant image.
Chow et al. (2007) studied the relationships between customer satisfaction, frequency
of patronage in the context of full‐service restaurant and service quality. They adopt three
aspect of service quality (i.e. physical quality, outcome quality, interaction quality).
Namkung and Jang (2008) also conducted a study to identify key quality attributes the
important of distinguish highly satisfied diners from non‐highly satisfied diners using the
context of mid‐to‐upper scale restaurants. They used three-quality aspect (atmospherics,
service and foods) to measure diners' quality in relation to restaurant expe/rience. In order to
designate a lack of comprehensive evaluation of restaurant service quality, this study used
three aspect of restaurant quality: service, atmospheric, product.
In addition, Ryun and Han's (2010) study examined the relationships with the three
aspects of quality dimensions (service, food, and physical environment), customer
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satisfaction, price, and behavioral intention in quick‐casual restaurants. In order to, this study
also undertake to understand the effects of three dimensions of foodservice quality (food,
physical environment, service) on customer feedback in the restaurant industry. It is obvious
that all three studies examined the effect of foodservice quality on customer satisfaction and
behavioral intentions in the context of restaurant.
Service over all holds measurements assembled towards qualities of services,
attentiveness, value, knowledge, appearance and capacity on make an incredible experience,
as stated on The Food & Beverage market Research Handbook (2011). The study that
supports service over all is including in some journals and handbooks in cordiality industry.
A replenished accentuation for customer service is also discern through segment, as chains
perceive that stepping up in customer service becomes one range in which restaurants can
distinguish themselves. However, similarly as restaurants raise their level of service,
customer’s desires have also expanded. Service largely may be standout amongst the
principle purposes behind repeatable or return devour.
As stated by Kleman (2008), “server communication and accuracy” is diverge in
three separate classes which are; communicated specials, took request accurately, and bill
correctness. Restaurant industry remains a monetary powerhouse due to its capability to offer
a alluring feasting encounter with customer. There sales depend on the abilities of the
restaurant staff, particularly server. The capacity to convey specials, menu items, drinks, and
recommend something that suits the customer’s necessities is vital to be a great server.
Accuracy is also necessary to have a chance that the communication will be powerful. A
great server and manager, nonetheless of staffing levels, ought to have the ability on
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recognizing customers who is being nicely serve and those who are not (Susskind, 2010).
Server accuracy is vital to customers satisfaction.
In the theory of Rai (2008) about the Customer Satisfaction and Service Perception,
he gives the basic formula to measure the customer satisfaction, which is the customer
perception of the service received diminish to the customer expectation of customer service.
With that manner, it will be simple to sum up if the observation of the service accepted need
to surpassed those desires of the customer satisfaction will make positive outcome; on the
other hand, if the observation of the service gained may be less the level from claiming
desires of the service might prompt to customer disappointment. He also stated that desires
with convictions (likelihood alternately probability) that a product or service (containing sure
attributes, offers or characteristics) will generate sure conclusions (benefits-values) provided
for sure foreseen levels about execution dependent upon past affective, cognitive, and
behavioral encounters. Desires would regularly see as identified with fulfillment of esteem of
the product/service that satisfying those desires. In general, in detest of the product or service
can affect the expected satisfaction of the client. Satisfaction may be frequently all the
decided by recurrence of utilize. If a product or service will not be utilized all the expected
outcomes, the result might not be foreseen. For instance, a cruiser that sits in the garage, an
unused quite a while membership of the nearby wellness center or gym, or a minimal utilized
season pasquinade with a ski resort might process more disappointment with the choice to
buy over for the real product or service.
Casual dining restaurant need aid sorted concerning illustration putting forth “full
diners with complete table service, for alcoholic drinks accessible during most, and meals are
served in an upscale dining environment, sometimes referred to as dinner houses”, as stated
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in an article in Food and Beverage Market Research Handbook. The atmosphere in some
casual dining establishments is uniform with playing music, a sort of hip track; a bar in the
middle of the restaurant; a lounge are scattered for booths and tables with variety of sizes;
and a portion of artifacts on walls. This atmosphere has been uniform in some restaurants in
the United States.
Customer characterizes service particular idea concerning illustration an imparted
comprehension of the service given. They additionally state that service idea need to furnish
data regarding the pith of the service, service experience, and service results (Dudovskiy,
2012).
The term customers fulfillment and observation of personal satisfaction are label and
utilize to rundown a situated about noticeable activities identified with those result or service.
(Hayes, 2008, p. 33).
Foreign Studies
Research observationally analyzed the effect of observed sustenance personal
satisfaction in customer’s satisfaction, and behavioral intentions in the restaurants utilization
setting (Young, 2007). The discoveries help the customers certain linkages around food
quality, satisfaction, and behavioral intentions. In turn, section to this scale is: in any case, of
the seriousness of the service failure, everyone will genuinely hold forth to the problem and
figured out how to minimize further uneasiness of the customers. Operators settling on
mistakes for their food are at risk of losing their customers (Susskind & Viccari, 2011). The
food quality will influence the exchange intentions for customers.
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In the study of Wickey entitled "Guest Satisfaction Analysis of a Casual Dining
Restaurant: A Comparison Of Tourist Vs Non-tourist Satisfaction Scores" (2013). This study
is to analyze guest/customer satisfaction surveys of a casual dining restaurant in the Orlando,
Florida area; specifically, to analyze if there is a difference between satisfaction levels of
tourist and non-tourist guests. The guest satisfaction surveys were analyzed on eight
dimensions of satisfaction; Pace of Service, Service Overall, Server Communication &
Accuracy, Food (Taste & Quality), Food Preparation, Bar (Beer, Wine, & Cocktail),
Gratefulness, and Atmosphere in whole (including atmosphere and cleanliness).The eight
dimensions were evaluated in the GPS (guest pulse survey) based on a Net Promoter Score,
or NPS system, and were compared by guest type: tourist versus non-tourist. According to
the results provided in this study, Service Overall, Server Communication and Accuracy, and
Gratefulness were dimensions of the customer dining experience that had positive statistical
significance to non-tourist guests. These results provide empirical data to an understanding of
what residents or non-tourist expect when dining at a casual dining restaurant. As stated
previously with tourist guests, the dimension of Service Overall is important when providing
excellent service.
In the study of Shrestha entitled “Customer Satisfaction Level in Mount Sherpa
Restaurant” (2015). This research was carried out to measure the customer satisfaction level
in Mount Sherpa restaurant. The majority of the respondents were very satisfied with Mount
Sherpa restaurant service and performance. Most respondents are very satisfied with the
restaurant staff services and professionalism. The taste of the food ordered and the waiting
time for the food was also rated as excellent on average level. The customer seems to be very
satisfied with the restaurant’s comfort and environment, its decoration and lighting, table and
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chair settings, hygiene and cleanliness, smell/odor of the restaurant and utensils used in
dining. Although the results are positive, the restaurant have some factors that it can improve
and focus on to make the service more efficient and organized in order to provide more
customer satisfaction and continue its success in the market. The results indicated that the
majority of the customers were very satisfied with the present state of customer service as
well as the food and service quality of the restaurant. However, most of the customers wished
for changes in the menu, price range and new services like home delivery and relocation of
the facilities. In addition, a few other improvement areas were also introduced.
Local Literature
Canny (2014) discovered that service quality might have been the most significant
factors in calculating customer satisfaction in casual dining restaurants. Service quality,
however, might have been not broken down into distinctive extents in his paper.
Customer satisfaction is very important to helps identify the weaknesses and strengths
of the certain establishment. Customer satisfaction helps customer to communicate their
needs straight up to the seller. Certain establishment can identify their strength and
weaknesses and make an action to improve it. Not only this, also customer satisfaction also
helps to appropriate resources for eventual strike or satisfaction. It also supports to show
calmness about making better quality of products and service. At last, customer satisfaction
helps to accommodate a system for informing management of problems or situations
requiring actual promotion. (ICR, 2011).
Customer satisfaction plays an important role in the total business trend for the
transaction and other business activities. People consider the other outcomes of other
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consumer in determining their own satisfaction with a transaction. Companies now recognize
that the economy had changed. Nowadays, multitasking individuals increased their
expectations and preferences including the product and services that they purchase.
Measuring customer’s satisfaction is relatively fascinating and is one of the newest concepts
to many companies which are previously focused on the income statements and balance
sheets. Another, increased competition with little product differentiation but has continual
sales growth have indicated today’s competitors that their focus must change. Customer
service is another factor to be consider, retailers build a sustainable competitive advantage by
offering customer service. Convenience stores such as Ministop and Seven Eleven offer not
just delightful products but also warm service to their customers. All employees of a retail
firm and all elements of the retailing mix provide services that increase the value of the
merchandise. Convenience stores break the bulk so that customers may enjoy foods and other
products in small quantity anytime anywhere.
Increasing competition is forcing businesses to pay much more attention to satisfying
customers, including providing customer service. Successful recognizing of customer
satisfaction is a critical weapon that can bring increased market share and increased profit
and even for product or service development. The research problem is design to provide the
researchers with the information on factors that impact the customer’s acquisition,
consumption and disposition of goods and service and ideas. Many people under estimated
the power of feedback, the relationship that when customer rate their satisfaction level as
very satisfied, their loyalty is very high. Whenever good, service, idea of experiences are
transferred from one entity to another, an exchange takes place.
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Local Studies
In an article entitled “A Research Study on the Dinescape Factors Differences
between Leading Fast Food and Casual Dining in the Philippines” stated that restaurants
could take over different formats, yet all proportion ordinarily known format as a fast service,
casual/mid scale and fine dining/upscale formats. Despite the fact that restaurants serve a
blending of sustenance, furthermore, refreshments should its customers, there exist exactly
particular formats dependent upon pricing, preparation methods, and menu style (Capistrano
& Padilla, 2013).
According to Operational Efficiency and Customer Satisfaction of Restaurants: Basis
for Business Operation Enhancement, stated that restaurants primary objective is to provide
comfort and satisfaction to guest without compromising the operational efficiency of the
business. This research aimed to determine the operational efficiency and customer
satisfaction of restaurants as a basis for business operation enhancement. It was found out
that there is no significant difference in the operational efficiency of restaurant when grouped
according to profile variables. An action plan for continuous business operation enhancement
on operational efficiency and customer satisfaction was proposed. (Asia Pacific Journal of
Multidisciplinary Research, 2017)
According to Customer Satisfaction on the Quality Services of one Department Store
in Batangas City, Philippines stated that this study aims to assess the customer satisfaction on
the quality service of one Department Store in Batangas City. Specifically, to assess the level
of customer satisfaction on the quality service of the Department Store in terms of
employee’s professional appearance, customer relation , customer service and facilities; test
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relationship between respondent’s profile and customer satisfaction, and propose plan of
action to improve the satisfaction of customer. The results showed that customers are
satisfied on the quality of service of this Department Store. Thus, management may
continuously provide orientation and training to employees on customer relations and
services to meet the full satisfaction of the customers (Academic Research in Business
Administration, 2015).
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Conceptual Framework
The following figure explains the factors to consider in determining the customer
satisfaction in selected local casual dining restaurants in Dasmariñas City, Cavite . This is a
set of coherent ideas to states the process and a framework that helps to direct and grasp. The
conceptual framework presents the independent variable and dependent variable.
Independent variable
Demographic profile of the customers

 Age
 Gender Dependent Variable
 Location
 Civil Status
 Employment Status
 Highest Educational Attainment The level of customer
satisfaction in selected
Factors affecting customers satisfaction local casual dining
a. menu restaurant in Dasmariñas
b. price City, Cavite
c. service
d. ambience
e. proximity
f. safety and sanitation
Figure 1: Conceptual framework on menu, price, service, ambience, proximity, safety
and sanitation predictors of criteria that satisfied the consumers in consuming in local
food establishments in Dasmariñas City, Cavite
Those figures indicate the applied schema of menu, price, service, ambience,
proximity, accessibility, security Furthermore sanitation concerning illustration elements to
think as of that influences consumer’s fulfillment. In this framework, those free variables
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were those menu, price, service, ambience, proximity, accessibility, safety and sanitation and
the subordinate variable might have been the client fulfillment on nearby local casual dining
restaurant. Those examinations tried if there were huge associations around the individuals
factors, assuming that that component would substantial should think.
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Theoretical Framework
Total Total
Perceived
Customer Customer Customer
Value
Benefit Cost
More Benefits Competitive Customer

than costs Advantage Satisfaction
Customer
Customer Loyalty Profits
Satisfaction
Figure 2: Philip Kotler’s Theory of Customers Value, Satisfaction and Loyalty
In Kotler’s theory of customer value, satisfaction and loyalty, he expects that
promoting in costumers is the specialty from attracting customer’s attention. Furthermore,
keeping gainful customers were downright customers profit will be the genuine reductions
afforded by those result and or administration of the customer it is less of the downright
customers cost, those monetary, time, vitality and mental cosset segments of the result
administration to observed esteem. Those aggregate observed esteem of the clients is dead set
eventually distinction of the downright customers profit aggregate customer expense.
Customer satisfaction is equivalent to customer devotion on customer satisfaction
practically generally prompts client devotion the customers devotion is equivalent to benefits
and with customers devotion goes with organization benefits.
In relation to this study, it can help to conceptualized what are the following factors to
consider in determining the customer satisfaction of the customers. It is vital especially for
the local food establishment to determine these kinds of means. To help identify the needs
and want of the customer and to improve pleasure of a person or disappointment which
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concluded from comparing a product’s perceived performance outcome against his/her
expectation (Kotler and Keller, 2006, p.114).
Synthesis of the Review of Related Literature
Customer’s satisfaction is a feeling that a product or service has met or exceed the
customer’s expectation. (Lamb 2009)
Customer satisfaction also can be defined as an outcome or as a process depending on
the desired aspect of satisfaction emphasized. Satisfaction can be viewed as an outcome that
results from the purchase act or consumption experience.
Customer’s satisfaction towards casual dining restaurant are always depend on
service quality, food quality and atmosphere/ambiance. A good server and manager,
regardless of staffing levels, should be able to identify guests who are being well served and
guests who are not (Susskind, 2010). Server accuracy is essential for guest satisfaction. It
may one of the reason why customer’s are willing to come again because of the good quality
of service. The food quality will highly affect the return intentions of guests. Food quality
seems to be accepted as a fundamental component to satisfy restaurant customers because of
the taste and presentation of the food that’s what customer’s are looking for. The atmosphere
or ambiance in many casual dining restaurant should have a theme that can attract and satisfy
the customer music playing, some sort of hip track sometimes that’s attract the customers.
In our research we cope up to this study The Customers Satisfaction towards Local
Casual Dining Restaurant in Dasmariñas City, Cavite was influenced most by responsiveness
of employees, followed by the food quality and the atmosphere or ambiance.
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CHAPTER III
RESEARCH METHODOLOGY
Methodology is part of this study in which it focuses in data gathering and analysis; it
also elaborates the particular measurable instruments that utilized in order to completely get
the outcomes.
Research Design
The Research design refers to the overall strategy that the researcher used to integrate
the different part of the study and logical way, thereby, ensuring the researchers will be
addressed the research problem. (De Vaus, 2001) Also research design is a systematic,
theoretical analysis of the procedures that is used to a field of study (Kothari, 2004).
The researchers used quantitative design of research to maximize the statistical
analysis of data collected from the questionnaires. Quantitative research is a method that
emphasize objective measurements and mathematical, statistical or numerical analysis of
data collected through surveys, questionnaires, polls, or by manipulating pre-existing
statistical data using computational techniques. Quantitative focuses on gathering numerical
data and generalizing it across groups of people or to explain a particular phenomenon.
(Babbie, 2010)
A descriptive research is used in this study to helps to provide answers to the
questions of who, what, when, where, and how associated with a particular research problem;
a descriptive study cannot conclusively ascertain answers to why. Descriptive research is
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used to obtain information concerning the current status of the phenomena and to describe
"what exists" with respect to variables or conditions in a situation (USCLibraries, 2018)
Sampling Procedure and Technique
Sampling is the process whereby researchers choose the sample (Study.com).
A probability sampling method is used in this study. Probability sampling alludes refers to
the sampling method in which every last one part of the number need a pre-specified, and a
equivalent possibility should a chance to be a and only those test. This procedure will be
dependent upon the randomization principle, wherein the system may be along these lines
designed, which ensures that each and each unique of the number need a rise to
determination chance. This aide will decrease the plausibility from claiming inclination.
The researcher used stratified sampling. Stratified sampling to a type of sampling.
With stratified sampling, the researcher divides the number under the population of separate
groups, called strata. Then, a probability sample (often a basic random sample) is drawn from
each group (StatTrek.com, 2018).
The sample size used in this study is literature studies. A literature study is entitled
“The Dinescape Factors Differences between Leading Fast Food and Casual Dining
Restaurants in the Philippines”. It mentions that a minimum of 103 respondents can be a
predictor to obtain the accurate data from the respondents, therefore, 200 respondents is
acceptable in using a descriptive design of research.
27
Number of Local Casual Dining Restaurant =10
Number of respondents to be interviewed per restaurant = 20
Bonbon Plus Gil and Mar Captain’s ProsperiTea Sari Your

Cafe Sweet Galley Local Store &
Unit 3 CSB Cafe
Brgy. Zone I-B, Central Market Congressional Complex Brgy. Congressional
Dasmariñas Ave., Rd, Dasmariñas Burol Main, Rd, Dasmariñas
City, Cavite Dasmariñas City, Cavite Congressional City, Cavite
City, Cavite Road,
Dasmariñas,
4114 Cavite
Cuddle Cup Sweet Dosage Dream Bean Magia Grill Le Vert Café
Café Café and
Restaurant
Unit K RVV88 Jopaen
Congressional 56 N Guevarra #13 Malihan St.
Commercial Commercial
Ave., St. Zone I, Center, 895 Zone I, Stall 1 A.
Dasmariñas Dasmariñas Salitran Rd, Dasmariñas Mangubat Ave.
City, Cavite City, Cavite Salitran, City, Cavite Brgy. Burol
Dasmariñas, Main,
4114 Cavite Dasmariñas,
Cavite
Figure 3: Structure of Sampling Technique
Research Instruments
Research instrument are fact of finding strategies, this instrument are used for data
collection. It includes surveys, interview, questionnaires, interview, observation and reading.
The researcher must ensure that the instrument chosen is valid and reliable. The validity and
reliability of any research project is depends to a large size on the appropriateness of the
instrument. (Annum, 2017)
The researcher adopted a questionnaire from the study entitled Customer
Satisfaction in Local Casual Dining Restaurants in Imus City, Cavite (Abuda et. al., 2016)
28
with different scale of measurement. The questionnaire is divided into two parts. The first
part was on the information about the profile of the participants (such as name ,age, gender,
location, employment status) the next part consist of 6 items about the customer satisfaction
which is ranked via Likert Scale ; this part was adopted from sapanghila’s (2013) of
questionnaire. The adopted questionnaire designed for this study was subjected to a
validation process with the different experts validating the questionnaire.
The researchers conducted a survey regarding the satisfaction of customers to local
casual dining restaurants located at Dasmariñas City, Cavite. The survey was answered by
100 random people who live in Dasmariñas, Cavite. The researchers aimed to answer some
of the following questions, such as how much is their willing to spend for such restaurants;
Are they satisfied to the food services offered by some restaurants in Dasmariñas, Cavite;
Are they preferred a casual dining restaurant over a fast food chain restaurant; What are the
necessary things regarding the ambiance or the place that they are looking for an ideal
restaurant; and what could be their recommendation about improving the ambiance of an
existing casual dining restaurants in Dasmariñas, Cavite.
This method adopted by the researchers would help in giving facts and figures the
possible readers of it which enhances the unwavering quality of the research and in
supporting the objective this study. The researcher haphazardly chose the population that
would take part in clinching the survey to abstain from any inclination decision or result.
29
Data Gathering Procedure
Data gathering is an activity that allows the researcher to obtain relevant information
regarding the specified research question and objectives (Barrot, Ph.D, 2017).
The researcher made an inform consent for the managers or owner of the selected
local establishment to allow the researchers to conduct a survey. The inform consent is given
to the research teacher for their verification. After the inform consent is approved, the
researcher immediately disseminate the inform consent to the selected local establishment.
Ones the manager or owner of the business agreed to the terms and condition that includes in
the formal consent, the researcher will give the survey questionnaires to customers. In order
to fulfill the statistical summary the minimum number of the respondents was 200, with 20
participants per local casual dining restaurant.
Data Analysis Procedure
This statistical tool was utilized by the researcher to depict the synopsis of the data
needed to address the questions concerning the present status of the subject of the study.
Frequency and Percentage was used to describe the demographic profile of the
respondents in the survey questionnaire; the responses will be sorted out to tables.
 Determining the frequency and percentage
Where:
P= Percentage
f= frequency
30
n= total no. of participants
Weighted Mean was used to examine the result of the likert scale.
 Determining the sample size mean
Where:
SV = scale value
f = frequency
N = sample size
 Determining the standard deviation
Where , are the observed values of the sample items
is the mean of these observations
is the number of observations in the sample
 Determining the t-test for two independent samples
Where:
is the first sample mean
31
is the second sample mean
is the sample size of first sample
is the sample size of second sample
is the standard deviation of the first sample
is the standard deviation of the second sample
Test statistic is used to determine whether or not to reject the null hypothesis in favor of
the alternative hypothesis.
 Determining the test statistics
P-value approach is used to determine how extreme your findings must be leaning to
the alternative hypothesis.
 Determining the p-value approach
Where:
is sample mean
is the null hypothesis
is the sample standard deviation
is the sample size
32
Synthesis of Research Methodology
This study talks about customer’s satisfaction towards local casual dining restaurants.
This study uses survey form to gather some data to maximize the result of the data gathered
from the respondents. A descriptive design of research has been used in this study. It aims to
determine the significant differences in the consumer’s satisfaction based on their
demographic profiles. This study show that descriptive design has related in our which is the
“Customer Satisfaction towards Local Casual Dining Restaurants in Dasmariñas City,
Cavite”.
This study ought to know if there is a significant difference in the costumers
satisfaction based on their demographic profile. The sampling technique used in this study
was Equal quota sampling wherein sample has the proportions of individuals as the entire
population with respect to known characteristics, traits or focused phenomenon. The
researcher aims to have 20 participants in every 10 local casual dining restaurants maximize
the result of the respondents per local establishments. This study show on how many the
respondents are in every local casual dining restaurant.
The researcher adopted a questionnaire from the study entitled Customer Satisfaction
in Local Casual Dining Restaurants in Imus City, Cavite (Abuda et. al., 2016) with different
scale of measurement. The questionnaire is divided into two parts. The first part was on the
information about the profile of the participants (such as name ,age, gender, location,
employment status) the next part was compose of 6 items about the customer satisfaction
which is ranked via Likert Scale ; this part was adopted from sapanghila’s questionnaire
(2013).
33
CHAPTER IV
PRESENTATION OF DATA
This chapter will introduce the outcomes of the statistical analysis of the data
collected from the respondents. First, the results of determining the demographic profile of
the respondents in the selected local casual dining restaurant in Dasmariñas City, Cavite in
terms of ages, gender, location, civil status, employment status, and highest educational
attainment. Then, the result of determining the level of customers satisfaction in selected
local casual dining restaurants in Dasmariñas City, Cavite in terms of menu, price, service,
ambience, proximity, safety and sanitation. Lastly, the result of the determine significant
difference on the factors affecting the customers satisfaction in terms of age, gender,
location, civil status, employment status, and highest educational attainment.
AGE (IN YEARS) FREQUENCY PERCENTAGE

Less than 13 19 9.5%
13-17 37 18.5%
18-25 79 39.5%
26-34 39 19.5%
35-54 25 12.5%
55 above 1 .5%
Total 200 100%
Table 1. Frequency and percentage distributions of the participants by age
The table shows the frequencies and percentage of the participants’ age. Majority of
the respondents is ranges from 18-25 years old with the frequency of 79 (39.5% of the total
respondents), on the contrary, .5% of the participants have an age ranges from 55 and above.
Millennial or more likely age range 18-33 years old prefer most to go out to eat more often
than Gen X or Baby Boomers, according to the analysts. 53% of the group goes out to eat
once a week compared with 43% for the general population (Lutz, 2015). Age 55 years and
above prefer go to the highly restaurant other than to the dining restaurant because many of
34
them are retirees and they are at the point in life where they can sit back and enjoy cashing in
on retirement plans (Brandon, 2017).
GENDER FREQUENCY PERCENTAGE

Female 126 63%
Male 74 37%
Total 200 100%
Table 2. Frequency and percentage distributions of the participants by gender
The table shows the frequency and percentage of the participants’ gender. Majority of
the respondents are female with the frequency of 126 (63% of the total respondents), on the
contrary, 74% of the participants are male. Women in the U.S. today have $7 trillion in
purchasing power and account for 85 percent of consumer spending (Omazic,2014). It
justified that most of the consumers are females because of their buying power compare to
males.
CIVIL STATUS FREQUENCY PERCENTAGE

Single 167 83.5%
Married 33 16.5%
Separated 0 0
Widowed 0 0
Total 200 100%
Table 3. Frequency and percentage distributions of the participants by civil status
The table shows the frequency and percentage of the participants’ civil status.
Majority of the respondents are single with the frequency of 167 (83.5% of the total
respondents), while least of participants are married obtaining a frequency of 33. In the data
gathered, some of the respondents are more likely to have an age range of 18-24 which
consider them as a millenials (Lutz, 2014). The young single consumers are more likely to
dine out frequently, as many find it tedious and tiresome to cook alone (Marimuthu, 2016).
While in the least number of respondents, between the ages of 25-29, consumers are
35
either married with two incomes or living at a home and have the greatest disposable income.
The greatest reference to home loan/mortgage in the study were respondents between the age
of thirty-five and fifty-four, which is indicated that by the age of thirty-five the consumer is
likely to have made a major investment in a home (Cullen, 2012).
According to the Adhikari (2012), the part of the negotiation involves each partner’s
divergent mental budget for family entertainment, as compared with a separate individual
entertainment budget in terms of each preference in a particular attributes of restaurant. Some
married respondents are adults. Adults nowadays prefer eating healthy foods that is often
offer by local casual dining restaurants (McCluskey, 2015).
EMPLOYMENT STATUS FREQUENCY PERCENTAGE

Employed 50 25%
Unemployed 3 1.5%
Self-employed 1 .5%
Student 146 73%
Total 200 100%
Table 4: Frequency and percentage distributions of the participants by employment
status
The table shows the frequency and percentage of the participants’ employment status.
Majority of the respondents are student with the frequency of 146 (73% of the total
respondents), while the lowest frequency of the respondents is self-employed with the
frequency of 1 (.5% of the total respondents). In the respondents, in total of 67.5 % (25 years
old-below) is likely to consume casual dining restaurants and all of them are students. Which
then consider them as a millenials and also has a buying power compared to the other
generation (Lutz, 2014). Self-employed individuals are those who work for himself, more
likely it is an individual who owns a certain business (Investopedia, 2018). So therefore, self-
employed individuals are not likely to consume in a local casual dining restaurant.
36
EDUCATIONAL FREQUENCY PERCENTAGE
ATTAINMENT
Less than high school 19 9.5%
High school 40 20%
College 91 45.5%
Post graduate 50 25%
Total 200 100%
Table 5: Frequency and percentage distributions of the participants by highest
educational attainment
The table shows the frequency and percentage of the respondents’ highest educational
attainment. Majority of the respondents are college with the frequency of 91 (45.5% of the
total respondents), while least of respondents are elementary or less than high school
obtaining a frequency of 19. In US College Student Demographics in 2012, 79% of college
students were aged 18-24 and that stage is where they are more likely to consume in casual
dining restaurants (Lutz, 2014). Today's children are tomorrow's consumers. It is stated in the
Consumer Behavior class that children in the household have a lot of power in terms of what
is bought by the family (Collins,2015), but then again, those who are in less than high school
does not have source of income. So, consuming in a local casual dining restaurant is still
difficult to them.
INDICATOR MEAN STD. DEV. LEVEL OF

SATISFACTION
Menu has a good variety of items 3.65 1.11 Satisfied
The menu has a large variety 3.81 0.91 Satisfied
Menu is easy to read and understand 3.80 1.15 Satisfied
The quality of food was excellent 3.88 0.99 Satisfied
Food presentation 3.70 1.13 Satisfied
Weighted mean 3.77 0.85 Satisfied
Table 6: Level of satisfaction of the participants on menu
Means are interpreted as follows:
4.50 – 5.00 = Strongly Satisfied
3.50 – 4.49 = Satisfied
2.50 – 3.49 = Neutral
37
1.50 – 2.49 = Dissatisfied
1.00 – 1.49 = Strongly dissatisfied
Table 6 shows the mean and level of satisfaction of the participants on menu. The
highest indicator is the quality of food with a mean of 3.88. The lowest indicator is menu has
a good variety of items with a mean of 3.65. Menu is a primary means of representation: It
says exactly what the food establishment really is and what the establishment hope to convey
personality-wise (Aaron Allen & Associates, 2012). It is vital to consider menu as an
important factors to consider in customer satisfaction. Food quality is defined by the level of
meeting the expectation of consumers. Excellent food quality can be a determinant to meet
the satisfaction of customers (Suchánek et. al, 2017). Having a variety of items in the menu is
not considerably important for the customer in eating in a casual dining restaurant.

SATISFACTION
The price is reasonable 3.46 1.03 Neutral
The value for the price paid was excellent 3.42 1.11 Neutral
The price is affordable 3.41 1.08 Neutral
The price is fair for a certain food 3.37 1.11 Neutral
Discounted price for bulk orders 3.47 0.95 Neutral
Weighted mean 3.43 0.85 Neutral
Table 7: Level of satisfaction of the participants on price
3.50 – 4.49 = Satisfied
2.50 – 3.49 = Neutral
Table 7 shows the mean and level of satisfaction of the participants on price. The
highest indicator is the price discounted for bulking orders with a mean of 3.47, neutral as a
level of satisfaction. The lowest indicator is the price was fair for the certain food with a
38
mean of 3.37, neutral as a level of satisfaction. With 49% of American’s food budget being
spent in the restaurant community operators and chefs would be wise to take steps to reduce
food waste in order attract customers as well as reduce their bottom line (Menu Max, 2018).

SATISFACTION
It was served promptly 3.61 1.07 Satisfied
The service is excellent 3.72 1.09 Satisfied
The employees are friendly and kind 3.66 1.23 Satisfied
The employees served my food quick 3.62 1.09 Satisfied
The employees speak clearly 3.67 1.16 Satisfied
Table 8: Level of satisfaction of the participants on service
3.50 – 4.49 = Satisfied
2.50 – 3.49 = Neutral
Table 8 shows the menu and level of satisfaction of the participants on service. The
highest indicator is the service was excellent with a mean of 3.72, satisfied as a level of
satisfaction. The lowest indicator was served promptly with a mean of a 3.61 satisfied as a
level of satisfaction. These days, people will only stay loyal to a company if they have very
good reason to (John, 2017). It is important to have a good service quality because it can also
consider as factor to attain the satisfaction of customer.
39
SATISFACTION
The ambiance is cozy and relaxing 3.75 1.17 Satisfied
The lighting is excellent 3.71 1.13 Satisfied
The establishment has good décor and theme 3.78 1.11 Satisfied
color
Comfortable seats for their customers 3.79 1.12 Satisfied
The seating arrangement was spacious 3.77 1.08 Satisfied
Table 9: Level of satisfaction of the participants on ambience
3.50 – 4.49 = Satisfied
2.50 – 3.49 = Neutral
Table 9 shows the mean and level of satisfaction of the participants on ambience. The
highest indicator for the customer comfortable seat with a mean of 3.79, satisfied as a level of
satisfaction. The lowest indicator is the lightning was excellent with a mean of 3.71, satisfied
as a level of satisfaction. In an article in Food & Beverage Marker Research Handbook, “full
diners with complete table service, for alcoholic drinks accessible during most, and meals are
served in an upscale dining environment, sometimes referred to as dinner houses”. It is
essential to have a good environment in the vicinity of the establishment to attract more
customers.
40
SATISFACTION
Location is accessible 3.58 1.17 Satisfied
Visibility of the location 3.67 1.12 Satisfied
Availability of parking area 3.40 1.15 Neutral
Traffic free 3.28 1.27 Neutral
Signage is eye catchy 3.61 1.07 Satisfied
Table 10: Level of satisfaction of the participants on proximity
3.50 – 4.49 = Satisfied
2.50 – 3.49 = Neutral
Table 10 shows the menu and level of satisfaction of the participants on proximity.
The highest indicator is visibility of the location with a mean of 3.67, satisfied as a level of
satisfaction. The lowest indicator is traffic free with the mean of 3.28, neutral as a level of
satisfaction. Sometimes the importance of location is apparent at the point of
engagement, but often the benefit is realized further down the line (Ko, 2017).

SATISFACTION
The dining room is acceptable 3.51 1.16 Satisfied
Restrooms are clean 3.57 1.06 Satisfied
Employee's appearance is neat and 3.55 1.20 Satisfied
professional
The security inside and outside the restaurant 3.56 1.11 Satisfied
Quality of product and food presentation 3.72 1.14 Satisfied
Table 11: Level of satisfaction of the participants on safety and sanitation
41
3.50 – 4.49 = Satisfied
2.50 – 3.49 = Neutral
Table 11 shows the menu and level of satisfaction of the participants on safety and
sanitation. The highest indicator is the quality of product and food presentation with a mean
of 3.72, satisfied as a level of satisfaction. The lowest indicator is the dining room is
acceptable with a mean of 3.51, satisfied as a level of satisfaction. Food safety and sanitation
is an essential part of the food industry. It is important to be able to deliver food quickly and
profitably, the importance of food safety and sanitation cannot be underestimated (Howe,
2014). It is important to have a good safety and sanitation in the vicinity of the business; it is
the counter part of having a good environment in the business.
SANITATION PRACTICES WEIGHTED STD. DEV. LEVEL OF

MEAN SATISFACTION
Menu 3.77 0.85 Satisfied
Price 3.43 0.85 Neutral
Service 3.66 0.93 Satisfied
Ambience 3.76 0.93 Satisfied
Proximity 3.51 0.96 Satisfied
Safety and sanitation 3.58 0.92 Satisfied
Grand mean 3.62 0.77 Satisfied
Table 12: Overall level of satisfaction of the participants on selected local casual dining
restaurants
3.50 – 4.49 = Satisfied
2.50 – 3.49 = Neutral
42
Table 12 shows the menu and level of satisfaction of the participants on selected local
casual dining restaurants. The highest indicator was menu with a mean of 3.77, satisfied as a
level of satisfaction. The lowest indicator was price with a mean of 3.43, neutral as a level of
satisfaction.
PROFILE VARIABLE TEST DF P-VALUE SIGNIFICANCE

STATISTIC
Age F = 0.316 (3, 4.29) 0.814 Not significant
Gender t = -0.036 98 0.971 Not significant
Civil status F = 0.300 (4, 96) 0.825 Not significant
Employment status F = 0.485 (3, 26.15) 0.695 Not significant
Highest educational F = 0.636 (3, 10.43) 0.608 Not significant
attainment
Table 13: Comparative analysis on the overall satisfaction of the participants on
selected local casual dining restaurants
The table above shows the summary of the comparative analysis on the satisfaction of
the participants on by profile variables. It is shown in the table that demographic profile of
the customers does not affect their satisfaction in the factors menu, price, service, proximity,
ambience, and safety and sanitation.
Discussion
This part will establish the result of the data gathered by the researchers from the
respondents. The instrument adopted by the researchers is divided into two parts. The first
part is consisting of the demographic profile of the respondents such as age, gender, location,
civil status, employment status, and highest educational attainment. The second part is
consisting of 6 items about the customer satisfaction which is ranked via likert scale.
In age that is under the demographic profile of the respondents, age range of 18-25
got the highest frequency of respondents which is 79. While the least frequency for age is in
43
range of 55 and above which only got 1 respondent. This explain that most of the consumers
age range of 18-25 years old are more likely to eat in a local casual dining restaurant than the
other generation (Lutz, 2015).
In gender, majority of the respondents are females that have a frequency of 126
compare to the males who has a frequency of 74. It explains that a female has a higher
buying power than the males (Omazic, 2014).
In civil status, majority of the respondents is single which consist of 167 respondents
and the least is a respondent who is married. A frequency of 33 married respondents takes
part in the study, while the separated and widowed got no respondents. It explains that
married individuals are more likely to invest in their household than to eat in dining
restaurants. The single respondents are more likely to dine-out frequently that is why single
respondents has the most number of respondents (Cullen, 2012)
In terms of employment status, students have the most number of respondents. It
consists of 146 out of 200 respondents. The self-employed individuals got the least number
of respondents which consist of just 1 respondent. Students are more likely to exposed in an
environment in which surrounded by numerous establishments. Therefore, students are more
likely to eat in local casual dining restaurant that can be located near there campus. Self-
employed individuals are those who work for themselves. Instead of buying goods for them
frequently, they just use their money to save for their future needs or the needs of their firm.
In highest educational attainment college got the most number of respondents which
consist of 91 out of 200 respondents. The least number of respondents is that respondent who
is in less than high school. It explains that college students have a high buying power
44
compare to the other educational attainments. In relation to the age, those who are in age
range of 18-25 some of them are college. College students are more likely to expose in a
numerous food establishments. In relation also to the age, age range of less than 13 is
elementary or less than high school in educational attainment. Those individuals do not have
a source of income that is why they do not have a buying power compare to the older ones.
In the menu section, the indicator “the quality of food was excellent” got the highest
mean score which is 3.88 and is interpreted as satisfied. The indicator “menu has a good
variety of items” got the least mean score which is 3.65 and interpreted as satisfied. The
costumers are more likely satisfied to a high quality of food because food quality can be a
determinant to a establishments good image. The customer in the other side does not consider
a many food variety in the menu because they don’t change the food they have a favorite
food in particular. In total of 3.77 satisfactory level which means the selected local casual
dining restaurants meet the satisfaction in terms of menu.
In the price section, the indicator “discounted price for bulk order” got the highest
mean score which is 3.47 and is interpreted as neutral. The indicator “the price is affordable”
got the least mean score which is 3.41 and interpreted neutral. The consumers does not
consider price as their buying behavior in a food establishment, because as long as the food is
available in the menu the consumer will still buy even if it is not discounted nor have a high
price. In total of 3.43 satisfactory levels which means the selected local casual dining
restaurants does not meet nor meet the satisfaction of customers in selected local casual
dining restaurants in terms of price.
45
In the service section, the indicator “the service is excellent” got the highest mean
score which is 3.72 and is interpreted as satisfied. The indicator “it was served promptly” got
the least mean score which is 3.61 and interpreted as satisfied. The consumers greatly
consider good quality of service because it is a soul of the business and also the counter part
of food quality. The customers on the other hand, are more likely satisfied if the food was
served promptly because there are a consumer does not want to wait in long range of time. In
total of 3.66 satisfactory levels which means the selected local casual dining restaurants meet
the satisfaction in terms of service.
In the ambiance section, the indicator “comfortable seats for their customers” got the
highest mean which is 3.79 and is interpreted as satisfied. The indicator “lighting is
excellent” got the least mean score which is 3.71 and is interpreted as satisfied. The
consumer greatly considers the comfortable seats because there are customers wants to relax
themselves. Local casual dining restaurant is designed to attract customers who want to relax.
In the other side, lighting is also considered because it can add a good ambiance in an
establishment. In total of 3.76 satisfactory levels which means the selected local casual
dining restaurants meet the satisfaction in terms of ambience.
In the proximity, the indicator “visibility of the location” got the highest mean which
is 3.67 and is interpreted as satisfied. The indicator “traffic free” got the lowest mean which
is 3.28 and is interpreted as neutral. The consumer greatly consider the visibility of location
because they want the establishment easy to find and easy to locate. In the other side, traffic
free is interpreted as neutral because there establishment that near in a schools or universities
so it easy for them to locate because it is walking distance from their schools. In total of 3.5
46
satisfactory levels which means the selected local casual dining restaurants meet the
satisfaction in terms of proximity.
In the safety and sanitation section, the indicator “quality of product and
presentation” got the highest mean score which is 3.72 and interpreted as satisfied. While the
indicator “the dining room is acceptable” got the least mean score which is 3.51 and
interpreted as satisfied. It explains that customers greatly consider the quality and
presentation of the product in a certain establishments. Even the indicator “the dining room is
acceptable” got the least mean score, it still meets the satisfaction of the customers in the
selected local casual dining. In total of 3.58 satisfactory levels which means the selected local
casual dining restaurants meet the satisfaction in terms of safety and sanitation.
In the first research problem, the computed Welch Frequency-statistic of age was
0.316 with its associated probability value equals 0.814. This suggests that there is no
significant difference on the mean satisfaction ratings of the participants when they are
grouped by age. The participants from different age groups do not significantly differ in the
overall satisfaction on selected local casual dining restaurants.
The computed t-statistic of gender was -0.036 with its associated probability value
equals 0.971. This suggests that there is no significant difference on the mean satisfaction
ratings of the participants when they are grouped by gender. The male and female
participants do not significantly differ in the overall satisfaction on selected local casual
dining restaurants.
The computed F-statistic of civil status of the respondents was 0.300 with its
associated probability value equals 0.825. This suggests that there is no significant difference
47
on the mean satisfaction ratings of the participants when they are grouped by civil status.
Single, married, separated and widowed participants do not significantly differ in the overall
satisfaction on selected local casual dining restaurants
The computed Welch F-statistic of employment status of the respondents was 0.485
with its associated probability value equals 0.695. This suggests that there is no significant
difference on the mean satisfaction ratings of the participants when they are grouped by
employment status. The participants from different employment statuses do not significantly
differ in the overall satisfaction on selected local casual dining restaurants.
The computed F-statistic of highest educational attainment of the respondents was
0.636 with its associated probability value equals 0.608. This suggests that there is no
grouped by highest educational attainment. The participants do not significantly differ in the
overall satisfaction on selected local casual dining restaurants even if they differ in highest
educational attainment.
Synthesis
This study talks about the analysis of the data collected from the respondents. It
includes the demographic profile and determining the customer’s satisfaction in the selected
local casual dining restaurant in Dasmarinas City, Cavite.
The table indicates that the demographic profile of the respondents does not affect
their satisfaction towards the menu, price, service, proximity, ambience, and safety and
sanitation. In the first research problem, the computed Welch Frequency Statistic of age was
0.316 with associate probability value equals 0.814 suggests that there is no significance
48
difference on the mean satisfaction of the participants when they are grouped by age. The
computed t-statistic of gender was -0.036 with its associated probability value equals 0.971
suggests that there is no difference on the mean satisfaction ratings of the participants when
they are grouped by gender. The computed F-statistic of civil status of the respondents was
0.300 with its associated probability value equals 0.825 suggests that there is no significance
difference on the mean satisfaction ratings of the participants when they are grouped by civil
status. The computed Welch F-statistic of employment status of the respondents was 0.485
with its associated probability value equals 0.695 suggests that there is no significance
difference on the mean satisfaction ratings of the participants when they are grouped by
employments status The computed F-statistic of highest educational attainment of the
respondents was 0.636 with its associated probability value equals 0.608 suggests that there
is no significance difference on the mean satisfaction ratings of the participants when they
are grouped by higher educational attainment. In overall the demographic profile of the
respondents does not affect the satisfaction of the customers towards the selected local casual
dining restaurant in Dasmarinas City, Cavite.
49
CHAPTER V
SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION
Summary of Findings
The researchers determine the demographic profile of the responded of selected local
casual dining restaurants in Dasmariñas City, Cavite in terms of gender, age , civil status and
employment status and education attainment.
In age that is under the demographic profile of the respondents, age range of 18-25
got the highest frequency of respondents. This explain that most of the consumers age range
of 18-25 years old are more likely to eat in a local casual dining restaurant than the other
generation (Lutz, 2015).
In gender, majority of the respondents are females that have a frequency of 126
compare to the males who has a frequency of 74. It explains that a female has a higher
buying power than the males (Omazic, 2014).
In civil status, majority of the respondents is single which consist of 167 respondents
and the least is a respondent who is married. It explains that married individuals are more
likely to invest in their household than to eat in dining restaurants. The single respondents are
more likely to dine-out frequently that is why single respondents has the most number of
respondents (Cullen, 2012)
In terms of employment status, students have the most number of respondents.
Students are more likely to exposed in an environment in which surrounded by numerous
establishments. Therefore, students are more likely to eat in local casual dining restaurant
that can be located near there campus.
50
In highest educational attainment college got the most number of respondents. It
explains that college students have a high buying power compare to the other educational
attainments. In relation to the age, those who are in age range of 18-25 some of them are
college. College students are more likely to expose in a numerous food establishments.
In the menu section, the indicator “the quality of food was excellent” got the highest
mean score which is 3.88 and is interpreted as satisfied. The costumers are more likely
satisfied to a high quality of food because food quality can be a determinant to an
establishments good image.
In the price section, the indicator “discounted price for bulk order” got the highest
mean score which is 3.47 and is interpreted as neutral. The consumers does not consider
price as their buying behavior in a food establishment, because as long as the food is
available in the menu the consumer will still buy even if it is not discounted nor have a high
price.
In the service section, the indicator “the service is excellent” got the highest mean
score which is 3.72 and is interpreted as satisfied. The consumers greatly consider good
quality of service because it is a soul of the business and also the counter part of food quality.
In the ambiance section, the indicator “comfortable seats for their customers” got the
highest mean which is 3.79 and is interpreted as satisfied. The consumer greatly considers the
comfortable seats because there are customers wants to relax themselves. Local casual dining
restaurant is designed to attract customers who want to relax.
51
In the proximity, the indicator “visibility of the location” got the highest mean which
is 3.67 and is interpreted as satisfied. The consumer greatly consider the visibility of location
because they want the establishment easy to find and easy to locate.
In the safety and sanitation section, the indicator “quality of product and
presentation” got the highest mean score which is 3.72 and interpreted as satisfied. It explains
that customers greatly consider the quality and presentation of the product in a certain
establishments.
In the first research problem, the researchers ought to know if there is a significant
difference in the respondents that group into age. The result suggests that there is no
grouped by age. The participants from different age groups do not significantly differ in the
overall satisfaction on selected local casual dining restaurants.
In the gender group, female got the highest frequency of respondents. In the result, it
suggests that there is no significant difference on the mean satisfaction ratings of the
participants when they are grouped by gender. The male and female participants do not
significantly differ in the overall satisfaction on selected local casual dining restaurants.
In the civil status group, single got the highest frequency of respondents. In the result,
it suggests that there is no significant difference on the mean satisfaction ratings of the
participants when they are grouped by civil status. Single, married, separated and widowed
participants do not significantly differ in the overall satisfaction on selected local casual
dining restaurants
52
In the employment status group, students got the highest frequency of respondents. In
the result, it suggests that there is no significant difference on the mean satisfaction ratings of
the participants when they are grouped by employment status. The participants from different
employment statuses do not significantly differ in the overall satisfaction on selected local
casual dining restaurants.
In the educational attainment group, single got the highest frequency of respondents.
In the result, it suggests that there is no significant difference on the mean satisfaction ratings
of the participants when they are grouped by highest educational attainment. The participants
do not significantly differ in the overall satisfaction on selected local casual dining
restaurants even if they differ in highest educational attainment.
The researchers used T-test for two independent samples in order to test the
difference between the independent variable; demographic profile of customers and factors
affecting customer, and dependent variable; level of customer satisfaction in selected local
casual dining restaurant. To test if the null hypothesis is to be accepted or rejected, researcher
uses test statistic. In the result, demographic profile like age, gender, civil status, employment
status, and highest educational attainment resulted as not significant in the factors affecting
customer’s satisfaction (menu, price, service, ambiance, proximity, and safety and
sanitation). As the result is in favor of the alternative hypothesis which is “there is no
significant difference on the factor selected by the customers when group according to
profile”, the researchers used P-value approach to lean the findings in the alternative
hypothesis.
53
Conclusion
This study investigates how the levels of customer satisfaction in selected local casual
dining restaurant in Dasmariñas City, Cavite in terms of menu, price, service, ambiance,
proximity, safety and sanitations.
The researchers determine the demographic profile of the respondents of selected
local casual dining restaurants in Dasmariñas City, Cavite in terms of gender, age , civil
status and employment status and education attainment. In gender, majority of the
respondents are female which consist of 126 respondents out of 200 total populations and the
other remaining respondents are males. In age group of 18 to 25 years old, they obtained the
highest frequency of respondents. Age range of 26-34 years old got the second highest
frequency which got 39 respondents. Age range 17 years old below got the frequency of 56
respondents. While the age range of 35 years old and above got 26 numbers of respondents.
In civil status, most of the respondents are single. Respondents who are married got a
frequency of 33 respondents. In employment status, students obtained the highest frequency
of respondents which got 146 numbers of respondents, while the employed got 50 numbers
of respondents. Unemployed respondents got 3 and self-employed respondents got 1. In
highest educational attainment, the majority of the respondents are college which consists of
91 numbers of respondents. The post graduate respondents got a frequency of 50. The
respondents who are high school got a frequency of 40 respondents, while the less than high
school got 19 numbers of respondents.
The researchers also determine the levels of customer satisfaction in selected local
casual dining restaurant in Dasmariñas City, Cavite in terms of menu, price, service,
54
ambiance, proximity, safety and sanitations. Among the six categories, menu obtained the
highest mean score this means that the level of customer satisfaction in Dasmariñas City,
Cavite in these ten local establishments of every individual surveyed is high which got 3.77
and interpreted as satisfied. Price received the least mean score among the six categories
which got mean score of 3.43 and interpreted as neutral. The service got 3.66 mean score
which means the selected local casual dining restaurant meets the satisfaction of customers.
The ambiance got 3.76 mean score which is second to the highest satisfactory level. It is
interpreted as satisfied. The proximity got the mean score of 3.51 and interpreted as satisfied.
Although it is interpreted as satisfied, the selected local casual dining restaurant does not
meet the highest satisfactory level of consumers. The safety and sanitation got the mean
score of 3.58 and interpreted as satisfied.
Lastly, the researchers determine the significant difference on the levels of customer
satisfaction in selected local casual fine dining in Dasmariñas City, Cavite in terms of
gender, age, civil status and highest educational attainment. In test of significant difference
on menu, price, service, ambiance, proximity, safety and sanitations of all local
establishments, it results that there is no significant difference on all the said factors.
Recommendation
Customer satisfaction can be defined as an outcome. Satisfaction can be viewed as an
outcome that results from the purchase act or consumption experience. Outcome definition of
customer satisfaction characterizes satisfaction as the end-state resulting from the experience
of consumption.
55
The researcher recommended this study to the business academics because the result
of this study can be use of their marketing and market researchers about their customer
satisfaction and service quality especially in service sector of organization.
In the local food establishment, the researchers recommend to improve their menu,
services, price, ambiance, location, and safety and sanitation to meet the satisfaction of
customers and also to maximize their profit.
To the residents of Dasmarinas City, Cavite who wants a delight feeling in a local
food establishment, they will recognize the different local food establishment in the vicinity
of Dasmariñas City, Cavite. The researchers recommend to them the certain local casual
dining restaurant that the researchers chose to take up in this study.
To the customers of the local food establishments, this study might help them to
determine if the certain establishment offers a great quality of service, food quality, price,
ambiance, location, and safety and sanitation.
To the industrial relationship, the researchers recommend them to build a strong
relationship with the management and workers to make the quality of their food and service
to become more efficient and with that, the highest satisfactory level of customers will meet.
Lastly, the researchers recommend to the future researchers must know about the
ethical tips and strategies use in research also explore more about how to measure the
satisfaction of customers.
56
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62
APPENDICES
63
Appendix A
Copy of Formal Consent
EMILIO AGUINALDO COLLEGE

Senior High School
Congressional Road East Ave., Burol Main
City of Dasmariñas, Cavite
www.eac.edu.ph
FORMAL CONSENT
February___, 2018
To whom it may concern:
Warmest Greetings!
We, the undergraduate Senior High School Students of Emilio Aguinaldo College-Cavite,
Grade 12 ABM are currently conducting a research entitled “Customer Satisfaction
towards Local Casual Dining Restaurants in Dasmariñas City, Cavite”. We would like to
ask your permission to conduct a survey in the vicinity of your establishment, which meets
the criterion to consider as local casual dining restaurant. All information provided will be
kept in utmost confidentiality and would be used only for academic purposes. The
information that we will gathered from this study will not appear in any publications unless
agreed to.
If you agree, kindly sign below as acknowledge of your consent and permission to us to
conduct study at your establishment.
Your approval to conduct this study will be greatly appreciated. Thank you so much for your
assistance with this study.
Sincerely,
AWA-AO, BEA CLARICE

DELA CUESTA, MARIELLE
ESTEBAN, REGGIE
MONGAYA, RAZIEL JAMES
SILOS, AILA MAE
Researchers
Noted by:
MS. NAJERA R. UMPAR ___________________________________
Research Project Teacher Signature of Manager/Owner of the Business
64
Appendix B
Copy of Research Instrument
Emilio Aguinaldo College
SENIOR HIGH SCHOOL
Congressional Road East Ave., Burol Main
City of Dasmariñas, Cavite
www.eac.edu.ph
“CUSTOMER SATISFACTION TOWARDS LOCAL CASUAL DINING

RESTAURANT IN DASMARIÑAS CITY, CAVITE”
Good day!
We, the selected ABM students are currently conducting a research entitled “Customer
Satisfaction towards Local Casual Dining Restaurant in Dasmariñas City, Cavite” as a partial
fulfillment in the subject Research Project.
In this regard, kindly answer the attached questionnaire. Any information we can solicit will be
used for purely academic purposes only and anything you can contribute will be treated with
utmost confidentiality.
Thank you for your cooperation and God Bless.
Respectfully yours,
Awa-ao, Bea Clarice
Dela Cuesta, Marielle
Esteban, Reggie
Mongaya, Raziel James
Silos, Aila Mae
Researchers
Part I: Demographic Profile

Direction: Please supply the required information. Check the box that corresponds to your
answer.
Name (Optional): ___________________________ Sex: M___ F___
Age: under 13 13-17 18-25 26-34 35-54 55-64 65 or over
Location: _______________
Civil Status: Single Married Separated Divorced Widowed
65
Employment Status: Employed Unemployed Self employed Student
Highest Educational Attainment:
Less than High School High School
2-year College Degree 4-year College Degree
Doctoral Degree Professional Degree
Part II: Level of Customers Satisfaction
Direction: Read each item carefully and indicate your satisfaction on the statements by
checking the appropriate boxes.
Scale:
1 - Highly Dissatisfied
2 - Dissatisfied
3 - Neutral
4- Satisfied
5- Highly Satisfied
Menu 1 2 3 4 5
1. Menu had an excellent selection of items
2. Menu had a great variety of items
3. Menu had a perfect combination with the

theme of the restaurant
4. Menu had an eye catching look
5. The quality of food was excellent
Price 1 2 3 4 5
1. Price Affordability
2. Price is Right According to the taste of Food
3. Price is appropriate for a given food
4. Discounted price for a group meals
66
5. Price is good and reasonable
Service 1 2 3 4 5
1. The facilities are very attractive and
comfortable
2. Employees are readily available to answer

my question and concern
3. Employees are courteous and respectful
4. Employees are ready to address any special

needs of customer
5. They treat all customer alike without favorite

some
Ambiance 1 2 3 4 5
1. The outside/interior of the restaurant was
clean
2. The restaurant have a family-friendly

environment
3. Unique layout design inside and outside of the

restaurant
4. Relaxing and comfortable effect
5. The restaurant had a good relation and

connection to its menu and food offerings
Proximity 1 2 3 4 5
1. Location is accessible
2. Store is eye catchy and noticeable
3. Traffic free
67
Safety and Sanitation 1 2 3 4 5
1. Cleanliness of the restaurant
2. Cleanliness of the restroom
3. Employees appearance is neat and

professional
4. Quality of product and food presentation
5. Security inside and outside the restaurant
68
Appendix C
Tabulated Statistical Data
Menu Price
1 2 3 4 5 1 2 3
4 5 5 5 4 3 3 3
5 5 4 5 4 5 5 5
5 5 5 5 5 4 4 5
4 5 4 5 5 4 5 5
5 5 5 5 4 5 4 3
5 5 5 5 5 5 5 5
3 2 2 2 4 1 1 1
5 5 5 5 5 2 3 2
5 5 5 5 5 5 5 5
5 5 5 5 5 5 5 5
5 5 5 5 5 5 5 5
5 5 5 5 5 5 5 5
5 5 5 5 5 4 4 4
5 5 5 5 4 5 5 5
5 5 5 5 5 4 5 3
4 5 5 5 5 4 5 5
5 5 5 5 5 3 4 3
4 4 3 3 4 3 3 3
4 4 4 4 4 5 5 5
4 4 4 4 5 4 4 4
5 5 5 5 5 5 4 4
5 5 4 5 4 5 5 5
4 4 5 5 4 3 4 4
5 5 4 4 4 2 2 3
4 4 4 4 4 4 4 4
4 4 4 4 4 3 3 3
4 4 4 3 4 3 4 4
4 4 4 4 4 4 4 4
4 3 4 3 4 4 4 4
4 5 4 5 5 4 4 4
4 4 3 3 4 4 4 3
5 5 5 4 4 4 4 4
4 5 4 4 5 3 3 3
3 3 4 3 5 4 4 3
4 5 4 4 4 4 4 4
5 5 5 4 4 4 4 4
4 4 5 5 5 3 4 4
5 4 2 3 2 3 3 3
69
4 4 3 4 4 4 5 4
5 4 5 3 5 3 4 4
4 5 5 2 4 3 4 4
4 5 5 3 4 4 3 4
5 5 5 4 5 4 4 4
4 4 4 5 4 4 4 4
5 4 4 5 4 5 4 5
5 5 5 5 5 4 4 4
5 5 5 5 5 4 4 5
5 5 5 4 5 5 5 4
5 5 4 5 5 4 4 5
5 5 5 5 5 5 5 5
4 4 4 4 4 4 4 4
5 5 5 5 5 5 5 5
4 3 3 5 4 4 3 3
4 5 4 5 5 5 5
4 5 4 5 4 5 4 4
4 4 4 5 4 4 3 3
5 4 5 4 4 5 4 4
5 4 4 5 4 5 4 5
4 5 4 5 5 4 5 4
4 5 3 4 5 3 3 4
5 4 3 5 3 2 3 3
5 4 4 4 4 3 3 3
4 4 5 5 5 2 2 2
4 5 5 4 5 3 3 3
4 5 5 4 5 2 2 3
4 5 4 5 4 3 3 3
4 5 4 4 5 2 3 2
5 5 5 5 4 3 3 3
5 4 5 4 5 2 2 2
5 5 4 4 4 3 3 3
4 5 4 5 5 3 2 2
5 4 5 5 4 3 3 3
5 4 5 5 5 3 2 3
5 4 5 4 4 2 3 3
5 4 5 5 5 3 2 2
5 4 5 4 4 3 3 3
5 5 4 4 5 3 3 3
4 5 5 5 4 3 3 2
5 5 4 5 5 2 2 3
4 5 5 4 5 3 3 2
5 5 4 5 4 2 2 3
70
3 5 5 4 5 3 3 3
3 5 4 5 5 2 2 3
4 4 5 4 5 3 3 3
5 5 4 5 5 2 2 3
5 5 5 4 4 3 3 3
4 5 4 5 5 3 2 3
3 5 5 4 4 3 3 3
3 5 4 5 5 3 2 3
3 5 5 5 4 3 3 3
3 5 4 5 5 2 2 2
4 5 5 4 4 3 3 3
5 4 4 4 5 2 2 2
5 5 5 5 4 3 3 3
4 4 5 5 5 3 2 2
5 4 4 4 4 3 3 3
3 5 5 5 5 2 3 2
5 4 4 5 4 3 2 3
5 5 5 4 5 3 3 3
5 5 5 5 5 3 2 3
4 5 4 4 4 3 3 3
4 5 4 4 4 2 2 3
5 5 5 5 5 3 3 2
4 5 4 4 4 2 3 3
4 5 5 4 5 3 3 2
4 4 4 5 4 2 3 3
5 5 5 4 4 3 3 2
4 5 4 4 5 2 3 3
5 4 5 5 5 3 3 2
5 5 4 4 4 2 3 3
5 5 5 4 5 3 3 2
4 5 4 5 4 2 3 2
5 5 5 4 5 2 3 3
4 5 4 5 4 3 3 2
4 5 5 5 5 2 3 3
4 5 4 5 4 3 2 2
5 5 5 4 5 2 2 2
4 5 4 5 4 3 2 2
4 5 5 5 5 2 3 2
4 5 4 5 5 2 2 2
5 5 5 5 5 3 3 2
4 5 4 5 4 3 2 2
4 5 5 4 5 2 3 2
4 5 4 5 5 3 2 3
71
5 4 5 4 4 2 3 3
4 4 4 5 5 3 2 3
4 5 5 4 4 3 3 3
5 5 4 5 5 3 2 3
4 5 4 5 5 3 3 3
5 5 5 5 5 2 3 3
5 5 4 5 5 2 2 3
4 4 5 5 5 3 3 2
4 5 5 4 5 2 3 3
4 4 5 5 5 3 3 3
4 5 4 4 4 2 3 3
5 4 5 5 5 3 3 3
4 5 4 4 4 2 3 3
5 4 4 5 5 3 3 3
4 5 4 4 4 2 3 3
5 4 5 5 5 3 2 3
4 5 4 4 4 2 3 3
5 4 5 5 5 3 2 3
5 5 4 5 4 3 3 3
5 4 5 5 5 2 3 3
5 4 4 4 4 3 2 3
4 4 5 5 5 2 2 2
5 5 4 5 4 3 3 3
4 4 5 5 4 2 2 2
5 5 4 4 5 2 3 3
4 4 4 5 5 3 3 3
4 5 5 4 4 3 3 3
5 4 5 4 5 3 2 2
5 5 5 5 4 3 3 3
4 4 4 5 5 3 2 3
5 5 5 5 4 3 3 3
4 4 4 5 5 3 3 3
5 5 5 5 4 2 2 2
4 4 5 4 5 3 3 2
5 5 5 5 5 2 2 3
4 5 5 5 4 3 3 3
4 4 4 4 5 3 2 3
4 4 4 4 5 3 3 3
5 5 5 5 5 3 3 3
4 4 4 5 5 3 3 3
5 5 5 5 5 3 3 3
4 4 4 5 5 2 3 3
5 5 5 5 5 3 2 3
72
4 4 4 5 5 2 3 2
5 5 5 5 4 2 3 3
4 5 4 5 5 3 3 3
5 5 5 5 4 3 3 3
4 4 4 5 5 3 3 3
5 5 5 4 4 3 2 3
5 4 4 5 4 3 3 3
5 4 5 4 5 2 2 2
5 4 4 5 4 2 2 2
4 5 5 4 5 3 3 3
4 5 4 5 4 3 3 3
5 4 5 5 5 3 3 3
4 5 4 4 4 3 3 3
5 5 5 5 5 3 3 3
5 4 4 5 4 2 3 3
5 4 4 5 5 3 3 3
5 4 5 4 5 5 2 3
5 4 5 5 4 5 2 2
5 4 5 4 5 4 2 3
5 4 4 5 4 5 2 2
4 5 5 4 5 4 2 3
4 5 4 5 5 4 2 2
4 4 4 5 5 4 3 3
4 5 5 5 4 4 2 2
4 4 4 4 5 5 3 3
5 5 5 5 4 5 3 2
4 4 5 5 4 5 3 3
5 5 4 5 4 5 3 2
4 4 5 4 5 4 3 3
5 5 5 5 4 5 3 2
4 4 4 5 5 4 3 3
5 5 5 4 5 4 3 3
4 4 5 4 4 5 3 2
5 5 4 5 5 5 3 2
73
Price Service
4 5 1 2 3 4 5
3 4 3 5 5 5 5
4 5 4 5 5 5 5
5 5 5 5 5 5 5
5 4 5 4 5 5 5
5 3 5 5 3 5 5
5 5 3 3 3 3 3
1 1 3 1 3 1 1
5 3 5 5 5 5 5
5 5 5 5 5 5 5
5 5 5 5 5 5 5
5 5 5 5 5 5 5
4 5 4 5 5 5 5
4 4 5 5 5 5 5
5 5 5 5 5 5 5
5 4 4 5 5 5 5
3 5 3 5 5 5 5
4 4 5 5 5 5 5
2 4 3 3 3 2 3
4 5 5 5 5 5 4
3 3 3 5 5 5 5
4 4 4 5 5 5 5
4 5 4 5 5 5 5
4 4 5 5 5 5 5
3 3 4 5 5 5 5
4 4 4 4 4 4 4
4 3 4 5 5 5 5
3 3 4 4 3 4 4
4 4 3 4 4 4 4
2 4 3 3 3 3 4
5 5 4 5 5 5 5
4 3 3 4 4 3 3
4 4 4 5 5 5 5
4 4 5 5 5 5 5
4 4 3 4 4 3 4
3 4 4 4 4 3 4
5 5 4 4 4 5 5
3 4 5 4 5 4 5
3 2 3 3 4 2 3
3 4 5 3 4 3 3
3 4 5 5 5 5 5
3 4 3 5 5 5 5
74
4 5 3 4 4 4 4
5 4 4 4 4 4 5
4 4 4 5 5 5 5
4 4 5 4 4 4 4
4 4 5 5 5 5 5
4 5 5 4 5 5 4
4 5 5 5 4 5 5
4 5 4 4 5 4 4
5 5 5 5 5 5 5
4 4 4 4 4 4 4
5 5 5 5 5 5 5
3 4 5 3 3 3 3
5 5 5 5 5 5 5
3 4 5 5 5 5
3 3 5 5 4 5 4
3 4 5 5 5 5 5
3 5 5 5 5 4 4
5 4 5 5 5 4 5
3 2 4 5 5 4 4
3 5 5 5 5 5 5
3 2 4 5 4 4 5
2 3 5 5 5 5 5
3 3 5 5 5 5 5
2 2 5 5 4 5 5
3 3 5 5 4 5 4
3 3 5 5 4 4 4
2 2 5 5 4 4 5
3 3 5 5 4 5 5
3 3 5 5 4 4 4
2 3 5 5 4 5 5
3 3 5 4 4 4 4
2 3 5 5 4 5 5
3 3 5 5 4 4 4
2 3 5 4 4 4 5
3 3 5 5 4 5 4
2 3 5 5 4 4 5
3 3 5 4 3 5 4
2 3 5 4 4 5 5
3 3 5 5 4 5 4
2 3 5 5 3 5 5
3 3 5 5 4 5 4
3 2 5 4 3 5 5
3 3 5 5 4 5 4
75
2 3 5 4 4 5 5
3 2 4 5 4 5 4
2 3 4 5 4 5 5
3 2 4 4 4 4 4
3 3 4 5 4 5 5
3 3 4 4 5 5 4
3 2 5 4 4 4 5
2 3 4 4 5 5 4
3 2 5 5 4 4 5
2 3 4 5 5 4 4
3 2 5 4 5 4 5
2 3 4 4 4 5 5
3 3 5 5 5 4 5
2 2 4 4 4 5 4
3 3 5 5 5 4 5
3 3 4 4 4 5 5
3 3 5 5 5 4 5
3 3 5 5 4 5 5
3 3 4 5 5 5 4
2 3 5 4 4 5 5
3 3 4 5 5 5 5
2 3 5 4 5 4 5
3 2 4 4 4 5 4
2 3 5 5 5 5 5
3 2 4 4 4 4 4
2 3 5 4 5 5 5
3 3 4 4 4 4 4
2 2 4 5 5 5 5
3 3 4 5 5 5 4
2 3 4 4 5 5 5
3 3 5 4 4 5 4
2 2 4 5 4 5 5
3 3 4 4 5 5 5
2 2 5 5 5 5 4
3 3 4 5 5 5 5
2 2 5 5 5 5 4
3 3 4 4 4 5 5
3 2 5 4 4 5 4
2 3 4 5 4 5 5
3 2 4 5 5 5 4
2 3 4 5 5 5 5
3 3 5 5 5 5 5
3 3 4 5 4 5 5
76
3 3 5 5 5 5 4
3 3 5 4 4 4 5
3 3 4 5 4 5 5
3 3 5 4 4 4 5
3 3 5 5 4 5 5
3 3 5 4 4 4 5
2 2 5 5 4 5 5
2 2 5 4 4 5 4
3 3 5 5 4 4 5
3 3 5 4 5 5 4
3 3 5 5 4 4 5
3 3 5 4 5 5 4
3 3 5 5 4 4 5
3 2 5 4 5 5 5
3 3 5 5 4 4 5
3 3 5 4 5 5 5
3 3 5 5 4 4 5
3 3 5 5 5 5 4
3 3 5 4 4 4 5
3 3 5 5 5 5 4
2 2 5 5 4 4 5
3 3 5 5 5 4 4
2 2 5 4 4 5 5
3 2 5 5 4 5 4
3 3 5 4 5 4 5
2 2 5 5 5 4 4
3 2 5 4 5 5 5
3 3 5 5 4 5 4
3 3 5 4 5 4 5
3 3 5 5 4 5 4
3 3 5 5 4 4 5
3 3 5 5 4 5 4
3 2 5 4 5 4 5
3 3 5 5 5 5 4
3 3 5 4 5 4 5
3 3 4 5 5 4 5
3 3 4 5 5 5 4
3 3 4 4 5 4 5
3 3 5 5 5 5 5
3 3 5 4 5 4 5
3 3 4 5 4 5 4
2 3 5 5 4 4 5
3 3 4 5 4 5 5
77
3 3 5 4 5 5 4
3 3 4 5 5 5 5
3 3 5 4 4 5 4
2 3 4 5 5 4 5
2 3 5 5 4 5 5
2 2 5 5 5 5 4
3 2 5 5 4 4 5
3 3 4 4 5 5 4
2 3 5 5 4 4 5
3 3 4 4 5 4 5
3 3 4 5 4 5 4
3 3 4 4 5 4 5
3 3 4 5 4 4 5
3 3 5 5 5 4 4
4 3 4 5 4 4 4
2 3 5 5 5 4 4
3 3 4 4 5 4 4
3 3 4 4 5 4 4
2 3 4 5 4 4 5
3 3 4 4 5 5 4
2 2 4 5 4 4 5
3 3 4 5 4 4 5
2 3 4 4 5 5 4
3 3 4 5 4 5 5
2 3 4 4 5 4 4
3 3 4 5 4 4 5
3 2 4 5 4 5 4
3 3 4 5 4 5 4
3 3 4 5 4 4 4
3 2 4 4 5 4 4
3 3 4 4 4 4 4
78
Ambiance Proximity
1 2 3 4 5 1 2 3
4 4 5 4 5 5 4 1
5 4 5 4 4 5 5 4
5 5 5 5 5 4 5 3
4 5 4 5 5 5 5 3
5 5 5 5 5 5 5 5
2 3 3 3 3 3 3 3
5 5 1 5 3 3 2 5
5 5 5 5 5 5 5 5
4 5 5 5 5 4 4 3
5 5 5 5 5 5 5 5
5 5 5 5 5 5 5 5
5 5 5 5 5 5 5 3
5 5 5 5 5 5 5 5
5 5 5 5 5 5 4 4
5 5 5 5 5 4 4 4
3 5 5 5 5 5 5 3
5 5 5 5 5 5 3 5
4 5 5 5 5 4 5 4
5 4 5 5 5 4 2 5
5 4 5 4 4 4 2 2
5 5 4 5 5 5 4 4
5 4 4 4 5 5 4 3
5 5 5 5 5 5 5 3
5 5 5 5 5 3 3 2
4 4 4 4 4 1 4 3
5 5 5 5 5 5 5 5
4 3 3 3 4 4 3 2
4 4 4 3 4 3 3 3
4 4 3 4 3 4 3 3
4 4 5 4 5 4 4 2
4 4 3 3 4 4 4 2
4 3 4 4 4 4 3 3
5 5 5 5 5 4 3 3
4 3 3 3 3 2 3 2
4 4 3 4 4 3 3 1
4 4 5 4 4 5 4 2
5 5 5 5 5 5 3 2
4 3 3 3 2 4 4 1
4 4 4 4 3 5 4 3
4 4 4 5 5 5 5 4
4 5 3 3 3 3 2 2
79
3 3 5 3 4 5 5 5
4 4 4 4 4 4 4 3
5 4 5 5 5 4 4 4
4 5 5 5 4 4 4 4
4 5 5 5 4 5 5 5
5 5 5 5 5 5 5 5
5 4 5 5 5 5 5 5
5 5 5 5 4 3 4 3
5 5 5 5 5 5 5 5
5 4 5 5 4 4 3 4
5 5 5 5 5 5 5 5
4 4 4 4 3 4 3 4
5 4 5 5 5 5 3 5
5 4 4 5 4 3 4 3
5 4 5 5 4 5 5 4
5 5 5 4 4 4 4 3
4 5 5 5 4 5 5 5
4 5 4 5 5 3 4 4
4 4 4 4 4 4 4 4
5 4 4 4 5 4 4 5
5 4 5 5 4 5 5 5
4 5 4 4 5 5 5 5
4 5 5 4 5 5 5 4
5 5 4 5 4 5 5 5
5 4 5 4 5 4 4 4
4 5 5 5 5 4 5 5
4 5 4 4 5 4 4 4
4 5 4 4 5 5 5 5
5 5 4 5 5 4 4 4
4 4 5 4 5 4 5 5
5 4 4 5 4 4 5 4
4 4 5 4 4 4 5 5
5 4 4 4 4 4 4 4
5 5 4 5 5 5 5 5
4 4 5 4 5 5 4 4
5 5 4 5 4 4 5 5
5 4 5 4 5 5 5 4
4 4 4 4 4 4 4 4
5 4 5 5 5 5 5 4
5 5 4 4 5 4 4 5
5 4 5 5 4 5 5 4
5 5 4 5 5 4 4 5
4 5 5 5 4 5 5 4
80
5 4 5 5 5 4 5 5
4 5 4 4 5 5 5 4
5 4 5 4 5 4 4 5
5 5 4 5 5 5 5 4
5 4 5 5 5 4 5 4
4 5 4 5 4 5 5 4
5 4 5 4 5 5 4 4
4 4 4 5 4 5 5 5
5 4 4 5 5 5 5 4
4 5 5 4 4 4 5 4
5 4 5 5 5 5 4 4
4 5 4 4 4 5 5 5
5 4 5 5 5 4 5 5
4 5 4 5 5 5 4 4
5 4 5 4 5 4 5 4
4 5 5 4 4 5 5 4
5 4 5 5 5 5 5 5
5 4 5 5 5 4 4 4
4 4 5 4 4 4 4 5
4 5 5 4 5 5 4 4
4 4 5 5 4 4 5 5
4 5 5 4 5 5 5 4
5 5 4 5 4 5 4 4
5 5 5 4 5 4 5 4
5 5 4 5 5 5 5 5
5 5 5 5 4 4 5 5
4 5 5 4 4 4 4 4
5 5 5 5 5 5 4 5
5 5 5 5 4 4 5 4
5 5 5 5 5 5 4 5
5 5 4 4 4 4 5 4
5 4 5 5 5 5 4 5
5 5 4 4 4 4 5 4
4 4 4 5 5 4 4 5
5 5 5 4 4 4 5 4
5 4 5 5 5 5 4 5
5 4 5 4 4 4 5 5
5 5 5 5 5 4 4 5
4 4 5 4 4 5 5 4
4 5 5 5 5 4 4 5
5 4 5 4 4 5 5 4
5 5 5 5 4 5 4 5
4 4 4 4 5 5 4 4
81
5 4 5 5 5 5 4 4
4 5 4 4 5 5 5 5
5 4 5 5 5 5 5 5
5 5 4 5 4 5 4 4
5 4 5 4 5 5 5 4
5 5 5 5 4 5 4 5
5 4 5 4 5 5 5 5
4 4 5 5 4 5 4 4
5 4 4 5 4 5 5 5
5 4 5 4 5 4 5 5
4 4 4 5 5 5 4 4
5 4 4 4 5 5 4 4
4 4 5 4 4 5 4 5
5 4 4 5 4 5 4 4
4 5 5 4 4 5 4 5
5 4 5 5 4 5 5 4
4 5 4 5 4 5 5 5
5 5 4 5 4 5 4 4
4 4 5 5 4 5 4 5
5 5 5 5 5 5 4 5
5 4 4 5 4 5 5 4
4 5 5 5 5 4 4 5
5 5 5 4 5 4 5 4
5 5 4 4 4 5 4 4
4 5 5 5 5 5 4 5
5 5 5 4 4 4 4 4
5 5 5 5 4 5 4 5
4 5 4 4 4 5 4 4
4 5 4 5 5 5 4 5
4 5 5 5 4 5 4 4
4 5 5 5 5 5 4 5
4 5 4 5 5 5 5 5
4 4 5 5 5 4 5 5
4 5 5 5 4 5 5 5
4 5 5 5 5 5 5 4
4 5 4 5 4 5 4 5
4 5 4 4 4 4 5 4
5 5 5 4 5 5 4 5
4 5 5 4 4 4 5 5
5 5 5 5 5 5 4 4
5 5 5 4 4 4 5 5
4 5 5 5 4 5 4 4
4 5 4 4 5 5 4 5
82
5 5 5 4 4 4 5 4
4 5 5 5 4 5 4 5
5 4 4 5 4 5 5 4
4 5 4 4 5 5 4 5
5 4 4 5 4 5 5 5
4 5 4 4 4 4 4 4
5 4 4 4 4 5 4 4
4 5 5 5 4 4 5 5
5 5 5 4 5 4 5 5
4 5 5 5 4 4 5 4
4 5 4 5 4 4 4 5
5 5 5 4 5 4 5 4
5 5 5 5 4 4 4 5
4 5 4 5 5 5 4 4
4 4 5 4 5 5 5 5
4 5 4 5 5 5 5 5
4 4 5 5 5 4 5 5
4 5 4 4 4 5 4 5
4 5 5 4 4 5 4 5
5 5 4 5 5 5 5 5
4 4 5 4 5 5 5 5
4 5 4 5 5 5 5 5
4 5 4 4 5 5 5 5
4 5 4 5 5 4 5 4
5 5 4 5 4 4 4 4
4 4 5 4 4 4 4 4
4 5 4 4 4 4 4 4
4 5 4 5 5 4 5 4
5 5 4 4 4 5 4 5
4 4 5 5 4 5 4 5
4 5 4 5 4 5 4 5
83
Proximity and Sanitation
1 2 3 4 5
5 4 5 5 3
3 5 5 5 5
5 5 5 5 5
5 3 4 5 5
3 5 5 5 5
5 4 5 5 3
3 3 2 2 5
5 5 5 5 5
5 5 5 5 5
5 5 5 5 5
5 5 5 5 5
5 5 5 5 5
4 5 5 5 5
4 3 5 4 5
5 3 5 5 5
5 3 5 5 5
5 5 5 5 3
4 3 4 3 3
5 5 5 5 4
3 4 4 3 5
5 5 5 5 5
5 5 5 5 5
5 5 3 4 5
3 3 4 3 3
4 4 4 4 4
4 4 5 5 5
4 3 4 4 3
3 3 3 4 3
4 3 4 4 3
4 4 5 4 4
4 4 3 4 4
5 4 5 5 3
4 5 5 5 5
3 3 4 5 1
4 3 4 4 3
4 3 4 4 4
5 4 5 5 3
3 2 4 2 1
3 3 4 4 4
5 4 4 4 2
3 3 4 4 3
84
3 4 4 4 4
3 3 3 3 3
5 4 5 5 4
4 4 5 5 4
5 5 5 5 5
3 5 4 4 5
5 5 5 4 5
5 5 4 5 5
5 5 5 5 5
4 4 4 4 4
5 5 5 5 5
4 3 3 4 2
5 5 3 4 3
4 4 4 5 4
5 5 4 4 4
4 5 4 4 5
5 5 5 5 5
4 4 5 5 5
4 4 4 4 4
5 4 5 5 5
5 4 5 5 5
5 4 4 5 5
5 5 5 4 4
5 5 4 5 5
5 4 5 4 4
5 5 4 5 5
5 4 5 4 4
5 5 4 5 5
5 5 5 4 4
5 5 4 4 5
5 4 5 5 5
5 5 4 5 5
5 4 5 4 5
5 5 4 5 4
5 4 5 4 5
5 4 4 5 4
5 4 5 5 5
5 4 4 4 5
4 5 5 5 4
4 5 4 4 4
4 5 5 5 5
4 5 4 5 5
4 5 5 4 5
85
5 5 4 4 4
5 4 5 5 5
4 5 4 4 5
5 4 5 5 5
4 5 4 5 4
5 4 5 5 5
4 5 4 5 5
5 4 5 5 5
5 5 5 5 5
5 4 5 4 5
4 4 4 4 4
4 5 5 5 4
4 4 5 5 5
5 4 5 5 5
4 5 4 5 5
5 4 5 4 5
5 4 4 5 4
5 5 5 4 5
5 5 4 4 5
5 4 4 4 5
5 4 5 4 4
5 4 5 5 5
5 4 4 4 5
5 4 5 4 5
4 4 5 4 5
5 4 5 4 5
5 4 5 4 5
5 4 5 4 5
5 5 4 5 5
5 5 4 5 5
4 5 5 4 5
4 5 5 4 5
5 4 5 5 5
4 5 4 5 4
5 4 5 5 5
4 5 5 5 5
4 5 4 5 5
5 5 4 5 4
4 4 5 4 5
4 5 4 5 4
5 4 5 4 5
4 5 4 5 4
5 4 5 4 5
86
4 4 4 5 4
4 4 4 4 5
4 4 5 4 5
5 4 5 4 5
5 5 5 5 4
4 5 5 4 5
4 4 4 5 4
4 5 5 4 5
5 5 4 5 4
4 4 5 4 5
5 4 4 5 4
4 5 4 4 5
4 5 4 5 5
4 4 5 4 5
4 4 4 4 4
5 4 4 5 4
4 5 5 4 5
4 4 4 5 4
4 5 4 4 5
4 4 5 5 5
5 4 4 5 5
4 5 5 5 4
4 5 4 4 4
4 4 4 5 4
4 5 4 5 4
4 4 4 5 4
5 5 4 4 4
4 4 4 4 5
4 5 4 5 4
4 5 4 5 4
5 4 5 4 5
4 5 4 4 4
5 5 5 4 5
5 4 4 4 4
4 5 5 5 5
4 4 5 4 4
5 5 4 5 5
4 4 4 4 4
4 5 5 4 4
4 4 5 4 5
4 4 5 4 5
5 4 4 4 5
5 4 5 4 4
87
4 4 5 4 5
5 4 5 4 5
4 5 4 5 4
5 4 5 4 4
5 5 5 4 4
4 4 5 4 5
5 4 4 4 5
4 5 5 4 5
4 5 4 5 4
5 4 5 4 5
4 5 4 4 4
5 4 5 4 5
4 5 4 5 5
5 5 4 5 4
5 5 5 4 4
4 4 4 5 5
5 4 5 5 4
4 4 4 4 4
5 4 4 4 4
4 4 4 5 4
4 5 5 4 5
5 4 4 5 4
4 5 5 4 5
5 4 4 4 4
4 5 4 5 4
5 4 4 5 4
4 5 4 5 4
4 4 4 4 5
5 5 4 5 4
5 4 5 4 5
4 5 5 4 5
88
Appendix D
Curriculum Vitae of the Researchers
AWA-AO, BEA CLARICE A.

Blk J 7 Lot 7 Brgy. Sta. Cruz 2 Dasmariñas City, Cavite
bclariceaa@gmail.com
09509042720
EDUCATIONAL BACKGROUND
SENIOR HIGH SCHOOL
Emilio Aguinaldo College – Cavite
Congressional East Avenue Burol Main, City of Dasmariñas, Cavite
Grade 12 (Senior High School)
2017
JUNIOR HIGH SCHOOL

Dasmariñas National High School
Congressional Ave. Burol Main
2012-2016
SKILLS
• Problem – solving
• Adaptability
• Collaboration
• Creativity
ACHIEVEMENTS
• Huwarang Mag-aaral (2010-2012)
• Junior High School Complete
89
PERSONAL INFORMATION
Date f Birth : June 9, 2000
Age : 17
Civil Status : Single
Height : 4’11
Weight : 49 kg
CHARACTER REFERENCES
Mr. Dennis Edward Abbang
Teacher
Ms. Pamela Jean Salinas, LPT

Teacher
Emilio Aguinaldo College-Cavite
I hereby claim that all the information stated above are true.
BEA CLARICE A. AWA-AO
Researchers
90
DELA CUESTA, MARIELLE P.
Blk 3 Lot 3 Bautista Ph 2 Dasmariñas City, Cavite
Mariellepascubillo@yahoo.com
09979917345
SENIOR HIGH SCHOOL
2017
JUNIOR HIGH SCHOOL

Sto. Niño National High School
Brgy. Mintal Tugbok District, Davao City
2013-2016
SKILLS
• Adaptability
• Collaboration
• Creativity
ACHIEVEMENTS
• Supreme Students Government
91
• Junior High School Completer
Date f Birth : January 20, 1999
Age : 19
Height : 4’8
Weight : 45 kg
CHARACTER REFERENCE
Teacher
Mr. Gio Paulo Bautista

Emilio Aguinaldo College Senior High School Teacher
09051439621
MARIELLE P. DELA CUESTA
Researchers
92
ESTEBAN, REGGIE CARLO G.
Blk 45 Lot 3 Brgy. Sto. Niño II, Dasmariñas City, Cavite
swiftiereggie89@gmail.com
09485048038
SENIOR HIGH SCHOOL
2017
JUNIOR HIGH SCHOOL

Dasmariñas North National High School
San Isidro Labrador I, Dasmariñas City, Cavite
2012-2016
SKILLS
• Adaptability
• Collaboration
• Creativity
ACHIEVEMENTS
93
Age : 17
Height : 5’6
Weight : 47 kg
CHARACTER REFERENCE
Teacher
Mrs. Ana Mae D. Bulatao

Teacher
Dr. Jose P. Rizal Elementary School
09090573750
REGGIE CARLO G. ESTEBAN
Researchers
94
MONGAYA, RAZIEL JAMES D.
Blk k 2 Lot 8, Brgy. San De Padua 2, Dasmariñas City, Cavite

raziel.mongaya01@gmail.com
09279245369
SENIOR HIGH SCHOOL
2017
JUNIOR HIGH SCHOOL

Dasmariñas West National High School
Brgy. San De Padua, City of Dasmariñas, Cavite
2015-2016
SKILLS
• Adaptability
• Collaboration
• Creativity
ACHIEVEMENTS
• Achiever (2011-2012)
95
Age : 17
Height : 5’7
Weight : 60 kg
CHARACTER REFERENCE
Teacher
Mr. Sherwin San Miguel

Teacher
Emilio Aguinaldo College Senior High School
I hereby claim that all the information stated above are true
RAZIEL JAMES D. MONGAYA
Researchers
96
SILOS, AILA MAE T.
Blk f 30 Lot 27, Brgy. San Nicolas 2, Dasmariñas City, Cavite

ailamaesilos46@gmail.com
09354601349
SENIOR HIGH SCHOOL
2017
JUNIOR HIGH SCHOOL

Damariñas East National High School
Brgy. San Simon, City of Dasmariñas,
Cavite 2015-2016
SKILLS
• Adaptability
• Collaboration
• Creativity
ACHIEVEMENTS
97
Date f Birth : May 7, 2000
Age : 17
Height : 4’11
Weight : 38 kg
CHARACTER REFERENCE
Teacher
Mr. Sherwin San Miguel

Teacher
Emilio Aguinaldo College Senior High School
AILA MAE T. SILOS
Researchers
98
99

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CHAPTER I

selected local casual-dining restaurants in Dasmarinas city.

Background of the Study

Customer satisfaction is a marketing term that measures how products or services

supplied by a company meet or surpass a customer’s expectation. It provides marketers and

Food is a basic necessity of individuals, wherein food service industry interrelates.

environments (Beard, 2014).

Moreover, food service industry encompasses restaurants. Restaurants offer a large

selected casual dining restaurant in Dasmariñas City.

timely research endeavor.

Statement of the Problem

establishments service quality in Dasmariñas City, Cavite

Specifically, it aimed to provide answer to the following questions.

Dasmariñas City, Cavite:

f. Highest educational attainment

in Dasmariñas City in terms of:

f. Safety and sanitation

3. Is there a significant difference on the factors affecting the customer’s satisfaction

f. Highest educational attainment

Dasmariñas City, Cavite:

f. Highest educational attainment

Dasmariñas City in terms of:

3. Determine the significant difference on the factors affecting the customer

satisfaction in terms of:

f. Highest educational attainment

Scope and Delimitation

respondents per local establishment, in total of 200 respondents.

Grill and Le Vert Café and Restaurant.

Significance of the Study

The following are the beneficiary of this study;

of marketing and management researchers of customer satisfaction and service quality

especially in service sector organizations.

2. Local Food Establishments

the numerous customers of different local food establishments in Dasmarinas City,

accessibility, safety and sanitation considered as factors that affects customers

3. Residents of Dasmariñas City

from the data gathered on the selected participants.

of the industrial relations in the country.

that related to their study.

group according to profile.

group according to profile.

how the term is applied in the study:

Webster, 20180; refers to the character and atmosphere of a place.

Consumers – One that utilizes economic goods (Merriam-Webster,2018); refers to a person

who purchases goods and services for personal use.

made-to-request things on your menu.

packages, serves, vends, or otherwise provides food for human consumption.

at a banquet) (Merriam-Webster, 20180; refers to the food available or to be served in a

refers to the cost at which something is obtained.

Proximity – the quality or state of being proximate (Merriam-Webster, 2018); refers

to the nearness in space, time, or relationship.

promotion of hygiene and prevention of disease by maintenance of sanitary

Satisfaction - Refers to fulfillment of expectations, or needs, or the pleasure derived from

this (Merriam-Webster, 2018); the quality or state of being satisfied .

a business that offers a particular type of help or work .

Customer satisfactions is a marketing term that measures how products or services

business owners to make or to improve more.

improvement to catch the eyes of the customers.

costumers in the selected local food establishments.

REVIEW OF RELATED LITERATURE

chefs cuisines and administration models (Salkin, 2018).

According to Allfoodbusiness.com (2008), restaurants are generally arranging under

to investigate the influence of multiple components of restaurant service quality on outcome