PIMSAT COLLEGES, INC

Rizal St., Poblacion, San Carlos City, Pangasinan, Philippines 2420

CUSTOMER SATISFACTION ON FAST-FOOD RESTAURANTS

IN SAN CARLOS CITY, PANGASINAN

SUBMITTED TO THE FACULTY

COLLEGE OF BUSINESS ADMINISTRATION MAJOR IN MARKETING
MANAGEMENT SAN CARLOS CAMPUS

IN PARTIAL FULFILMENT OF THE DEGREE

BACHELOR OG SCIENCE IN BUSINESS ADMINISTRATION MAJOR IN
MARKETING MANAGEMENT SAN CARLOS CAMPUS

BY:
FERRER, NANGIE T.
DIAZ, DIANA S.

DATE: JUNE 2024

ABSTRACT
Title: Customer Satisfaction on Fast-food
Restaurants in San Carlos City,
Pangasinan

Total Number of Pages:

Text Number of Pages:
Researchers: Ferrer, Nangie T.
Diaz, Diana s.
Type of Document: Thesis
Accrediting Institution: Pimsat Colleges
San Carlos City, Pangasinan
Keywords: Customer satisfaction, fast-food restaurant,

This study explored the level of customer satisfaction on fast-food

restaurants in San Carlos City, Pangasinan and researchers employed a
descriptive-comparative research approach that provided valid description
about the level of customer satisfaction of the respondents and determined
the significant difference between the level of customer satisfaction and the
profile of the respondents. A total of 200 respondents were collected using a
convenience sampling approach to answer paper and pencil self-constructed
questionnaire. It was found out that respondents displayed a good level of
satisfaction in terms of the four domains of customer satisfaction including
service quality, food quality, ambience and price. Moreover, this study found
that the there is no significant difference between the level of customer
satisfaction to the profile of the respondents in terms of age, gender and
preferred fast-food restaurant. Lastly, researchers drafted an action plan as a
guide for the management of fast-food restaurants in San Carlos to improve
their performance in order to maintain a high level of customer satisfaction
in terms of service quality, food quality, ambience and price.
 CHAPTER 1

INTRODUCTION

Background of the Study

Customer satisfaction can be defined in different forms, but most likely

it is a common evaluation of customers about one’s service, food, products

and any other matter given by a group of people, company or food

establishments. In fact, it serves as the best method of other companies in

order to maximize and improve their services and products in accordance

with the needs of their customers. Customer satisfaction is not only

concerned with the feedbacks given by the customers, but also with

constructive criticism of the restaurant owners with their given foods and

services in order for them to navigate the essential ways to take necessary

actions to deal with these issues at hand. It is simply beyond the market to

let consumers give their feedbacks in order to determine their level of

satisfaction. however, its accuracy and relevance can also affect the

progress of a particular business. In food industry, customer satisfaction is

essential considering that the quality of service and food items depend on it.
And so, on thing is certain that it plays a vital role towards a successful flow

of operation of fast-food establishments.

As globalization emerged in this new era, food industry has risen in

different aspects. One of its major components were the creation and

innovative built of fast-food restaurants. In its simplest form, fast-food

restaurants defined restaurants as where consumers order or select food or

beverage items and pay before eating and such items may be consumed on

or off the premises, or delivered to the customer’s location (Law Insider,

2020). Due to the emergence of fast-food restaurants, its distinct concepts

were also becoming diverse. According to Gaskel (2022), fast-food

restaurants were characterized as quick, easily accessible and cheap

alternatives to home-cooked meals in fact, most consumers preferred to eat

in fast-food restaurants as they save more time however, fast-food

restaurants should always provide nutritious food items because health is

the only main concerned. Furthermore, according to the priming study of

Kapica and his group (2018) on fast-food, consumers defined fast-food

restaurants based on their perceptions on fast-food, and not based on

scientific or nutritionally meaningful characteristics of the food consumed.

Furthermore, according to the study of Nagarajan and her group (2018) on

analysis of a fast-food restaurants, in today’s world of increasing workloads

and decrease in free time, everyone is in a rush and time kept aside to eat is

very limited as such, fast-food restaurant is simply specific type of restaurant

that serves fast-food cuisine and has minimal table service.

 Conversely, customer satisfaction on fast-food restaurants has

becoming dominant in fact, it serves as a basis for fast-food restaurant

owners to determine if they are getting an excellent level of satisfaction

towards their quality of service and food items. According to the diligent

study of Khan and his group (2019) on determinants of customer satisfaction

in fast-fast restaurants, revealed that the success of fast-food restaurants

was commonly associated with promotion, service quality, customer

expectations, brand, physical environment, price, and taste of the product. In

addition, service quality and brand had seen as the major components of

satisfaction in fast-food restaurants. In relation, according to the utmost

study of Qin & Prybutok (2019) on service quality, customer satisfaction, and

behavioral intentions in fast‐food restaurants, mentioned that service quality

and food quality were two main determinants of customer satisfaction. In

contrast, according to the study of Gilbert and his group (2019) on customer

satisfaction in the fast-food industry, found out satisfaction with the personal

service and satisfaction with the service setting were the common

dimensions of customer satisfaction across cultural fast‐food customer

satisfaction. In addition, according to the study of Hanaysha (2019) on the

effects of food quality, price fairness, and physical environment on customer

satisfaction in fast food restaurant industry, mentioned that food quality has

a significant positive effect on customer satisfaction. Moreover, price fairness

and physical environment have significant positive effects on customer

satisfaction. However, this finding is in contrast with the priming study of

Aftab and his group (2018) on the importance of service quality in customer

satisfaction, found out that service quality is positively influenced on

customer satisfaction in fast-food restaurants in five dimensions which

include tangibility, reliability, empathy, assurance and responsiveness.

On the other hand, as the time phase passes and brings a change in

the life cycle of modern people, the business of restaurants has become

more popular among those people. Through restaurant services, most people

seek to save valuable time for them. As this sector becomes competitive,

numerous restaurants are offering healthy and delicious meals to quench the

satisfaction level of valuable customers. Thus, more restaurants are bringing

different offers and options to fulfill the demand and needs of the customers.

The growth of the restaurant industry has increased significantly over the

past decades. Consumers are increasing their expectations for a more

entertaining atmosphere towards a complete dining experience. Because of

such demand, innovative restaurant concepts emerged, offering food and

beverage service with a new entertainment experience. Different restaurant

concepts and themes paved the way in the so-called themed restaurant

industry. According to Bernazzani (2022), maintaining customer satisfaction

is essential to retain more customers and increasing customer lifetime value.

Otherwise, customers will quickly switch to competitors offering better

prices, product options, and customer service interactions. In fact, based on

the analysis of Sprockets (2019), the first step in improving customer

satisfaction is understanding the factors that impact it, followed by learning

how to act on those factors. The three significant factors affecting modern

customer satisfaction can be customer-perceived quality, value, and service.

Harnessing these factors can provide positive, consistent customer

experiences and create genuine customer loyalty.

In the highly competitive market, customer service quality has become

the most important element in meeting customer satisfaction and making

them loyal to the product or service. In the Philippines, according to the

study of Zalatar (2019) on service quality and customer satisfaction in fast-

food restaurants in Manila,, explained that there are three dimensions of

service quality that are commonly associated with customer satisfaction

such as tangibility, responsiveness, and empathy. On the other hand,

according to the study of Ong and his group (2022) on factors affecting

customer satisfaction in fast food restaurant “Jollibee” during the covid-19

pandemic, revealed that price, food quality, culture/social influence, and

service quality were the key dimensions of customer satisfaction. In fact,

service quality was observed to have the largest significant direct

relationship with customer satisfaction, followed by the cultural influence,

food quality, and pricing. Moreover, cultural/social influence has played a big

role and had seen its impact on the emerge of customer satisfaction towards

consumers.

Different researchers from local and international bodies emphasized

the primitive role of service quality as a significant predictor of customer

satisfaction but failed to explain other key dimensions of customer

satisfaction. Local studies on customer satisfaction on fast-food restaurants

have been as such, further studies will be needed to bring an emerging

literature on the said matter. It is in the light, researchers considered factors

associated with customer satisfaction such as service quality, food quality,

ambience and pricing. As local studies have been lacking, this study served

as a basis for the emerging literatures on customer satisfaction in fast-fast

food restaurants. Moreover, across social standings and preferences,

researchers focused on differentiating the level of customer satisfaction

towards consumers.

Objectives of the Study

This study explored customer satisfaction on fast-food restaurants in

San Carlos City, Pangasinan. Specifically, the study aimed to identify the

profile of the respondents, describe the level of customer satisfaction on

fast-food restaurants of the respondents and to determine if there is a

significant difference between the level of customer satisfaction on fast-food

restaurants to the profile of the respondents.

Theoretical Framework
 There are two theories researchers employed in this study that helped

the researchers to support the scientific claims of this study and to show

evidence about the significance of this study that define the following

variables associated with customer satisfaction.

Expectancy Disconfirmation Theory. This theory elucidated that

consumers judge products or services using their prior expectations about

the product or service's characteristics or benefits. It is a cognitive theory

that seeks to explain post-purchase or post-adoption satisfaction as a

function of expectations, perceived performance, and disconfirmation of

beliefs (Chakravatty, 2018). Zhang et al. (2021) use the expectancy

disconfirmation model to explain citizen satisfaction with public service. It

points out that citizens compare their performance of a service against their

expectations of that service. Satisfaction occurs if the perceived performance

meets or exceeds expectations. According to the theory, satisfaction or

dissatisfaction results from a customer's comparison of performance (of a

product or service) with predetermined performance standards. The

predetermined standards are the customer's predictive expectations. Three

possible outcomes of the comparison are possible. Positive disconfirmation

occurs when performance is delighted. Zero disconfirmation occurs when

performance is perceived to be precisely equal to expectations customers

are likely to be satisfied. Finally, negative disconfirmation occurs when

performance is lower than expectations. Of course, negative disconfirmation

leads to dissatisfied or unhappy customers.

 Dissonance Theory. It holds the idea that customer experiencing

lower performance than expected if psychologically invested in the product

or service would mentally work to minimize the discrepancy. Thus, this may

be done either by lowering expectations or, in the case of subjective

disconfirmation, positively increasing the perception of performance. This

theory suggests that a person who expected a high-value product and

received a low-value product would recognize the disparity and experience

cognitive dissonance (Cardozo, 2019). According to Anderson (2018),

consumers seek to avoid dissonance by adjusting perceptions about a given

product to bring it more in line with expectations.

Conceptual Framework

This study used the I.P.O design that illustrates the objectives and

statement of the problem of the study. Figure 1 shows the input includes the

profile of the respondents in terms of their gender, age and the preferred

fast-food restaurant and the four factors associated with customer

satisfaction (Service Quality, Food Quality, Ambience and Price). On the other

hand, the process that deals with the methods that the researchers

employed in this study such as survey questionnaire form and statistical

treatment in identifying the profile of the respondents, level of customer

satisfaction on fast-food restaurants of the respondents and if there is a

significant difference between the level of customer satisfaction on fast-food

restaurants to the profile of the respondents. The output of this study was an

action plan base on the results that the researchers catered to from this

study.

Input Process Output

Profile of the
respondents in terms of: Identifying the An action plan as a
following through the guide for the
 Age use of the Survey management of fast-
 Gender Questionnaire. food restaurants in San
 Preferred Fast- Carlos City to improve
food Restaurant their performance in
Data analysis in order to maintain a high
The level of customer determining if there is a level of customer
satisfaction on the significant difference satisfaction.
customers in terms of: between the level of
customer satisfaction on
 Service Quality fast-food restaurants to
 Food Quality the profile of the
 Ambience respondents.
 Price

Figure 1. Research Paradigm

Significance of the study

 The conceptualization of this study is significant, for it will benefit the

following persons or entities:

The Management. This study will provide reliable and valuable information

to the management who played a vital role in ensuring that the customer's

needs and wants will be adequately addressed. This would help them

formulate new ideas that could serve as a basis for developing their

marketing strategies to attract more customers.

The Customers. The customers' responses will help the restaurants provide

a quality service, product place, and price by getting feedback or opinions

about what they expect to receive or experience from the restaurant.

The Restaurants. This study will help the restaurants to determine and

implement the strength and weaknesses of their services and improve the

quality of restaurant competencies in our community.

The Owner. This study will help the owners assess and evaluate the

opportunities and threats of their enterprises and achieve high customer

satisfaction through data analysis.

The Researchers. The findings of this study will help the researchers

evaluate the operations and business environment as to what aspects the

management will take corrective action.

The Future Researchers. The findings could be a basis for further research,

particularly in customer satisfaction.

Statement of the Problem

This study aimed to make a valuable description on customer

satisfaction on fast-food restaurants to the respondents within the vicinity of

San Carlos City, Pangasinan. Specifically, it sought to answer the following

research questions:

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

a. Age;

b. Gender; and

c. Preferred Fast-food Restaurant

2. What is the level of customer satisfaction on fast-food restaurants in

terms of:

a. Service Quality;

b. Food Quality:

c. Ambience; and

d. Price

3. Is there a significant difference between the level of customer

satisfaction on fast-food restaurants to the profile of the

respondents?

4. What action plan is necessary to be proposed in order to guide the

management of fast-food restaurants in San Carlos City to improve

their service quality, food quality, ambience and pricing?

Hypothesis

Null Hypothesis (Ho): There is no significant relationship between

customer satisfaction and profile of the respondents.

 CHAPTER 2

REVIEW OF RELATED LITERATURES AND STUDIES

Understanding customer satisfaction in the fast-food industry is crucial

for maintaining competitive advantage and ensuring business success. As

fast-food establishments face increasing competition and evolving consumer

preferences, it becomes essential to explore the factors that drive customer

satisfaction. This section reviews relevant literature and studies to provide a

comprehensive understanding of how various elements such as service

quality, food quality, ambiance, and pricing impact customer satisfaction in

fast-food restaurants. By examining both foreign and local perspectives, this

review aims to highlight key determinants of satisfaction, identify trends,

and offer insights into how fast-food establishments can enhance their

offerings to better meet customer expectations.

Related Literature

Foreign Literature: Globally, the dynamics of customer satisfaction

in fast-food restaurants have been shaped by several factors. Gaskel (2022)

noted that while speed and convenience remain primary drivers for fast-food
consumption, there is a growing emphasis on health-conscious options and

sustainability. This shift is pushing fast-food companies to innovate and

adapt their offerings. Additionally, Kapica et al. (2018) explored how

customer satisfaction in fast-food settings is influenced more by subjective

perceptions of convenience and value rather than strictly by nutritional

content. Their findings reveal how satisfaction metrics can vary significantly

across different cultures.

National Literature: In the Philippine context, cultural values

significantly impact dining preferences. David (2017) highlighted that family-

oriented restaurants like Jollibee thrive by aligning with communal dining

values and affordability, which are central to Filipino culture. Sanchez (2021)

further noted the increasing demand for healthier options among Filipinos,

reflecting a shift towards health-conscious dining while balancing traditional

flavors. This evolution in consumer preferences challenges local fast-food

chains to adapt and innovate.

Local Literature: At a local level, the fast-food industry in San Carlos

City, Pangasinan, has unique characteristics influenced by local consumer

behavior. Manalang (2020) observed that affordability and accessibility are

crucial for local customers, with many fast-food chains incorporating local

flavors to enhance satisfaction. Del Rosario (2019) discussed how fast-food

chains are perceived not only as convenient meal options but also as

important social spaces, contributing to customer loyalty.

Related Studies

Foreign Studies: International research provides valuable insights

into the determinants of customer satisfaction in fast-food restaurants. Khan

et al. (2019) identified service quality, food quality, and price as critical

factors influencing satisfaction in the United States, with brand loyalty

playing a significant role in customer retention. Qin & Prybutok (2019) found

that in China, both service and food quality are essential to customer

satisfaction and have a direct impact on customer loyalty.

National Studies: In the Philippines, Zalatar (2019) examined how

service quality dimensions such as tangibility, responsiveness, and empathy

affect customer satisfaction in Manila's fast-food industry. The study

highlighted the significance of price and food quality as well. Meanwhile, Ong

et al. (2022) focused on Jollibee during the COVID-19 pandemic, revealing

that price, food quality, cultural influences, and service quality are key

dimensions affecting satisfaction, with service quality being the most

influential.

Local Studies (San Carlos City, Pangasinan): Locally, Bautista

(2020) studied customer satisfaction in San Carlos City, emphasizing the

importance of service quality and pricing. The research found that local

customers prioritize price and convenience. Perez (2021) compared

satisfaction levels between local fast-food chains and international franchises

in Pangasinan, finding that local chains, through personalized service and

menu customization, generally achieve higher customer satisfaction.

CHAPTER 3

DESIGN AND METHODOLOGY

This chapter presents the research design and the methodology used

in conducting the study. It incorporated the sampling technique, the source

of the data, the research subject, the population of the study, the instrument

utilized to gather data, and the statistical tools to be employed in processing

the data. This chapter shows how the researchers came to the necessary

data for this study and how these data were analyzed.

Research Design
 The researchers employed a quantitative research approach.

Quantitative research design is defined as the quantification and analysis of

variables in order to obtain outcomes. It also refers to accumulating

numerical data to understand a problem or event. In addition, it can be used

to find patterns and averages, make predictions, test causal relationships,

and generalize results to wider populations. (Bhandari, 2022). In relation with

our study, this research design will help the researchers determine the level

of customer satisfaction on fast-food restaurants through the use of

numerical data as it gives an interpretation before the study. Specifically, a

descriptive-comparative research design was used in this study. According

to Voxco (2021), descriptive research design refers to the methods that

describe the characteristics of the variables under study. This methodology

focuses on answering questions relating to the “what” than the “why” of the

research subject. On the other hand, a comparative research design is

defined as a type of quantitative research design in which it compares two or

more variables necessary to come up with a valuable conclusion

(Richardson, 2018). With these types of quantitative research, the

researchers utilized the descriptive-comparative research design to

determine the significant difference between the level of customer

satisfaction on fast-food restaurants to the profile of the respondents.

Population and Locale of the Study

 The respondents in this study were the residents of San Carlos City,

Pangasinan ages 18-30 years old and above. The exact number of

respondents were 200 in order to gain valid and accurate data. Moreover,

this study only conducted within the vicinity of San Carlos City, Pangasinan.

In obtaining the right number of samples from the population, the

researchers employed convenience sampling. According to Nikolopoulou

(2022), convenience sampling is a type of non-probability sampling method

where units are selected for inclusion in the sample because they are the

easiest for the researcher to access as it is mainly concerned with their

availability. This particular sampling technique was helpful to the researchers

as it is mainly concern to draw up sample of participants to generate

adequate information for the study. Although the participants were

purposively from their availability.

Data Gathering Instrument

In attaining the data, researchers administered a self-constructed

questionnaires that measured the level of customer satisfaction on fast-food

restaurants. The self-constructed questionnaire for customer satisfaction is

consists of 20 items in which there are five items in each domain of customer
satisfaction which include (Service Quality, Food Quality, Ambience and

Price). Items were based on the distinct concepts of Philip Khotler (2018)

which it gives emphasis on the areas of customer satisfaction most

importantly with the common factors associated. The self-constructed

questionnaire has two parts, part one was the profile of the respondents and

part 2 was the level of customer satisfaction on fast-food restaurants. Each

item of the questionnaire is a single statement that can be validated through

a four-point Likert Scale containing positive items to dispose of bias. Below

is the Likert Scale of the instrument and its corresponding value allocation.

Score Scale Descriptive EquivalentDescriptive

Interpretation

4 3.26 – 4.00 Always Indicates an excellent level of

satisfaction.

3 2.51 -3.25 Often Indicates good level of satisfaction.

2 1.76 - 2.50 Seldom Indicates low level of

satisfaction.

1 1.00 – 1.75 Not at All Indicates poor level of satisfaction.

Data Gathering Procedure

The purpose of this study was to explore the level of customer

satisfaction on fast-food restaurants and its significant difference to the

profile of the respondents. Upon the approval of the questionnaire that the

researchers used din this study, the researchers administered the data

gathering through paper-pencil method. Researchers handled the

questionnaire to the target respondents which were the residents of San

Carlos City, Pangasinan ages 18-30 years old and above. Before answering

the questionnaire, the researchers gave an informed consent that explained

the rights of the respondents and the confidentiality of the data that the

researchers gained from them. The result from the data gathering were

encoded into Excel form and it submitted to the statistician. Once submitted

to the statistician and the result has come up, the researchers proceeded to

the data analysis and interpretation of the result.

Treatment of Data

To be able to come up with definite results regarding this study, the

researchers used the following statistical tools.

 To answer problem number 1, which dealt with the profile of the

participants in terms of age, gender, and preferred fast-food restaurants,

percentage that determines the frequency counts were used.

f
Formula: x 100 %
n

Where: % = percentage
f = number of the respondents in every item
n = Total of respondents

To answer problem number 2, which dealt with the level of customer

satisfaction on fast-food restaurants, an average weighted mean is used.

Formula: AWM = (4f^4+ 3f^3+ 2f^2+ 1f^1)/n

Where:

WM = weighted mean

f₄ = the number of respondents who answered “Highly Satisfied”

f₃ = the number of respondents who answered “Satisfied”

f₂ = the number of respondents who answered “Unsatisfied”

f₁ = the number of respondents who answered “Highly Unsatisfied”

To answer problem number 3, which focused on the significant

difference between the level of customer satisfaction on fast-food

restaurants to the profile of the respondents in terms of age, gender and

preferred fast-food restaurants, researchers utilized One Way ANOVA.

According to Laerd Statistics (2022), one-way analysis of variance (ANOVA) is

used to determine whether there are any statistically significant differences

between the means of three or more independent groups.

Formula: F = MSB/MSW

Where:

F = coefficient of ANOVA

MSB = Mean sum of squares between the groups

MSW = Mean sum of squares within groups

Ethical Consideration

The research will be undertaken for the following reasons. Full consent

is obtained from the participants prior to the study. Respect for the dignity of

research participants is prioritized. Additionally, the protection of the privacy

of research participants is ensured. The researcher will ensure that the

research participant will not suffer physical, emotional, or psychological

harm. The solitude of the respondents should be guaranteed. Then, enough

concealment of the gathered information in research should be secured. The

animosity between the participants and the researchers should be

guaranteed.
Furthermore, fraud and emphasizing the aim and objectives of research must

be avoided. Any combined structure source of funds and possible conflicts of

interest must be proclaimed. Any fallacious details and presentation of the

main findings in a biased way should be avoided.

Chapter 3

PRESENTATION, INTERPRETATION, and ANALYSIS

 This chapter focused on the presentation, interpretation and analysis

of data collected from the residents of residents of San Carlos City,

Pangasinan to describe their level of customer satisfaction on fast-food

restaurants in San Carlos City and to determine if there is a significant

difference between the level of customer satisfaction on fast-food

restaurants to the profile of the respondents Present data are studied to

answer the following questions enumerated in the statement of the problem.

Profile of the Respondents

This section looked after the profile of the respondents in terms of age

which specifically between the age of 18 – 30 years old and above, in terms

of gender which is commonly between male and female and lastly, in terms

of the preferred fast-food restaurants of the respondents which include

Jollibee, McDonald’s, Mang Inasal, Chowking and KFC. The profile of the

respondents was analyzed and interpreted through the use of frequency and

percentage.

Table 1

Profile of the Respondents

n= 200

Items Frequency

Percentage

Age

18 – 21 years old 67 34 %
22 – 25 years old 60 30 %

26 – 29 years old 49 24 %

30 – years old & above 24

12 %

TOTAL 200

100%

Gender

Male 98 49 %

Female 102

51 %

TOTAL 200 100

Preferred Fast-food Restaurant

McDonald’s 43 21%

Jollibee 75

38 %

Mang Inasal 43

21 %

Chowking 21

11%

KFC 18 9%

TOTAL 200 100

 Table 1 shows the profile of the respondents in terms of age, gender

and preferred which generated and measured through frequency and

percentage. In terms of age, respondents ages 19 – 21 years old got the

highest frequency of 67 which equivalent to 34 percent meanwhile,

respondents under the age bracket 30 years old and above got the lowest

frequency of 24 which equivalent to 12 percent. It means that most of the

respondents fell under the age of 18 – 21 years old as this age bracket were

commonly exposed to fast-food restaurants. This particular finding is in

relation with the thorough analysis of Alimoradi and his group (2018) on fast

food eating behavior in relation to socio-demographic differences, which they

mentioned that fast-food consumption was commonly prevalent among high

school adolescents in recent years particularly between the ages of 14 – 18

years old due to the fact that they were usually exposed in the prevalent

innovation of food industries. This means that the age of the respondents is

related to their exposure of fast-food restaurants that led them to be the

common consumers.

On the other hand, in terms of gender, female respondents got the

highest frequency of 102 which equivalent to 51 percent meanwhile, male

respondents only got a frequency of 98 which equivalent to 49 percent.

This particular finding is in contrast with the diligent study of Ozcelik and her

group (2019) on fast-food preferences according to gender, revealed that

both males and the females involved in the study preferred fast-food
because it is delicious and prices are reasonable. Furthermore, according to

the priming study of Morse & Driskell (2019) on observed sex differences in

fast-food consumption, elucidated that a larger percentage of men than

women reported eating at fast-food restaurants because they thought these

restaurants were inexpensive and economical.

Pertaining to the preferred fast-food restaurant of the respondents,

Jollibee got the highest frequency of 75 which equivalent to 38 percent

meanwhile, KFC got the lowest frequency of 18 which equivalent to 9

percent. This means that Jollibee was the most preferred fast-food

restaurants among the respondents. Backing up this claim, according to the

analysis of Caña (2022), the ultimate goal of Jollibee Group is to become one

of the world's top global food brands. In fact, the homegrown company has

made it its mission to break into the top five restaurant chains in the world.

The pandemic has obviously thrown a wrench in those plans, but Jollibee

Foods Corp. remains committed to meeting that target because Filipinos still

love to consume and purchase their favorite food items being offered by the

fast-food restaurant.

Domains of Customer Satisfaction

This section discussed and described the four domains of customer

satisfaction which include service quality, food quality, ambience and price

which measured and interpreted through average weighted mean.

Service Quality
 Service quality is commonly defined as a measure of how fast-food

restaurants and food establishments deliver its services compared to the

expectations of its customers. According to Choudhur (2018), service quality

or quality of service is provided by one to another and its evaluation is done

by the receiver based on the differentiation of the perception and

expectation of the quality of services provided by the service provider which

is commonly anchored in food industry. This particular domain of customer

satisfaction is measured and interpreted through average weighted mean.

Below is the table that illustrated the findings about the level of customer

satisfaction of the respondents in terms of service quality.

Table 2.a

Service Quality

n= 200

Items AVM

Interpretation

1. I am satisfied with the fast service 3.00

Often

inside the food establishment.

2. I am satisfied with the sense of 3.14 Often

generosity displayed by the service

crews and the management.

3. I am satisfied with the expertise 3.01 Often

in food service of the food establishment.

4. I am satisfied with the attentiveness 2.99 Often

and responsiveness of the management in

attaining customers’ concerns.

5. I am satisfied with the service provided 3.00

Often

by the management especially during special

occasions like birthday.

OVERALL AVM 3.03

Often

Legend: Average Weighted Mean (AVM), 3.26 - 4.00 = Always (Indicates an excellent level of satisfaction.), 2.51-

3.25 = Often (Indicates a good level of satisfaction.), 1.76 – 2.50 = Seldom (Indicates a low level of satisfaction.),

1.00 – 1.75 = Not at all (Indicates a poor level of satisfaction.)

Table 2a shows the different items associated with service quality

which measured and interpreted through the use of average weighted mean.

Item number 2 which states, “I am satisfied with the sense of generosity

displayed by the service crews and the management,” got the highest

average weighted mean of 3.14 which interpreted as “Often.” It indicates

that respondents showed a good level of satisfaction pertaining to the sense

of generosity displayed by the service crews and the management.

Meanwhile, item number 4 which states, “I am satisfied with the

attentiveness and responsiveness of the management in attaining

customers’ concerns,” got the lowest average weighted mean of 2.99 which

is also interpreted as “Often.” It also indicates that respondents showed a

good level of satisfaction on the attentiveness and responsiveness of the

management in attaining customers’ concerns. In general, the overall

average weighted mean of service quality is 3.03 which interpreted as

“Often.” It means that respondents displayed a good level of satisfaction on

fast service inside the food establishment, the sense of generosity displayed

by the service crews and the management, expertise in food service of the

food establishment, attentiveness and responsiveness of the management

in attaining customers’ concerns and the service provided by the

management especially during special occasions like birthday. This particular

finding is consistent to the study of Suciptawati and his group (2019) on

customer satisfaction analysis based on service quality, explained that

customer satisfaction and service quality were regarded as critical aspects in

food industry. The development of fast-food restaurants highly depends on

how good they maintain their customer through service. Indeed, good

service quality is expected to result in customer satisfaction, therefore will

increase customers retention and loyalty.

Food Quality

Food quality simply means the evaluation of the overall attributes of

the food being served by the food establishments. According to Peri

(2018),food quality is a 'combination of attributes or characteristic of a

product that have significance in determining the degree of acceptability of

the product to a user. This particular domain of customer satisfaction is

measured and interpreted through average weighted mean. Below is the

table that illustrated the findings about the level of customer satisfaction of

the respondents in terms of food quality.

Table 2.b

Food Quality

n= 200

Items AVM

Interpretation

1. I am satisfied with the palatability of 3.18 Often

the food being served.

2. I am satisfied with the appearance of the 3.11

Often

food being served.

3. I am satisfied with the texture of the food. 3.19

Often

4. I am satisfied with the appropriate temperature 3.05

Often

of the food

5. I am satisfied with the nutritional value of the 2.85

Often

food.

OVERALL AVM 3.07 Often

Legend: Average Weighted Mean (AVM), 3.26 - 4.00 = Always (Indicates an excellent level of satisfaction.), 2.51-

3.25 = Often (Indicates a good level of satisfaction.), 1.76 – 2.50 = Seldom (Indicates a low level of satisfaction.),

1.00 – 1.75 = Not at all (Indicates a poor level of satisfaction.)

Table 2b shows the different items associated with food quality which

measured and interpreted through the use of average weighted mean. Item

number 3 which states, “I am satisfied with the texture of the food,” got the

highest average weighted mean of 3.19 which interpreted as “Often.” It

indicates that respondents showed a good level of satisfaction on the texture

of the food being served by the fast-food restaurants. Meanwhile, item

number 5 which states, “I am satisfied with the nutritional value of the food,”

got the lowest average weighted mean of 2.85 which is also interpreted as

“Often.” It indicates that respondents also showed a good level of

satisfaction on the nutritional value of the food being served by the fast-food

restaurants. In general, the overall average weighted mean of food quality is

3.07 which interpreted as “Often.” It indicates that respondents displayed

a good level of satisfaction on the palatability, appearance, texture,

temperature and nutritional value of the food. To support this claim,

according to the study of Namkung & Jang (2018) on food quality and its

impact on customer satisfaction revealed that food quality seems to be

accepted as a fundamental component to satisfy restaurant customers in

fact, it significantly affects customer satisfaction and behavioral intentions.

Furthermore, it has also been revealed that revealed that the relationship

between food quality and customer behavioral intentions is mediated by

satisfaction.

Ambience

Ambience is commonly defined as the atmosphere of a certain place

including its appearance, venue and accommodation. According to Chris

Hannah (2018), the ambience of food establishments is greatly anchored on

the sense of place that makes patrons come back time after time. The

design as a whole is a reflection of the owner, the menu and all aspects of

the operation. This particular domain of customer satisfaction is measured

and interpreted through average weighted mean. Below is the table that
illustrated the findings about the level of customer satisfaction of the

respondents in terms of ambience.

Table 2.c

Ambience

n= 200

Items AVM

Interpretation

1. I am satisfied with the lighting and 3.10 Often

ventilation of the restaurant.

2. I am satisfied with the cleanliness and 3.34

Always

orderliness of the restaurant.

3. I am satisfied with the location of the 3.26

Always

restaurant.

4. I am satisfied with the suitable color 3.14 Often

scheme of the restaurant.

5. I am satisfied with the accommodation 3.04

Often

and furniture placement of the restaurant.

OVERALL AVM 3.17 Often

Legend: Average Weighted Mean (AVM), 3.26 - 4.00 = Always (Indicates an excellent level of satisfaction.), 2.51-

3.25 = Often (Indicates a good level of satisfaction.), 1.76 – 2.50 = Seldom (Indicates a low level of satisfaction.),

1.00 – 1.75 = Not at all (Indicates a poor level of satisfaction.)

Table 2c shows the different items associated with ambience which

measured and interpreted through the use of average weighted mean. Item

number 3 which states, “I am satisfied with the location of the restaurant,”

got the highest average weighted mean of 3.26 which interpreted as

“Always.” It indicates that respondents showed an excellent level of

satisfaction on the location of the fast-food restaurant. Meanwhile, item

number 5 which states, “I am satisfied with the accommodation and furniture

placement of the restaurant,” got the lowest average weighted mean of 3.04

which interpreted as “Often.” It indicates that respondents showed a good

level of satisfaction on the accommodation and furniture placement of the

restaurant. In general, the overall average weighted mean of ambience is

3.17 which interpreted as “Often.” It indicates that respondents displayed

a good level of satisfaction on the lighting and ventilation, cleanliness and

orderliness, location, color scheme and accommodation and furniture

placement of the restaurant. Backing up this claim, according to the study of

Chiguvi (2018) on impact of ambiance conditions on customer satisfaction in

the restaurant industry, mentioned that there is a significant impact of

ambient conditions on customer satisfaction particularly in the areas of color,

layout, lighting, scent, temperature and decor. However, the effect of this

changed design is not fully understood whether it causes customer

satisfaction or not

Price

Price or food price refers to the suggested retail price in each food item

being served in food establishments. According to Roser & Ritchie (2021),

food prices refer to the average price of particular food commodities globally

and across countries. This particular domain of customer satisfaction is

measured and interpreted through average weighted mean. Below is the

table that illustrated the findings about the level of customer satisfaction of

the respondents in terms of ambience.

Table 2.d

Price

n= 200

Items AVM

Interpretation

1. I am satisfied with the reasonable price 2.85

Often
 imposed in each food item.

2. I am satisfied with the discounts 2.92 Often

offered by the restaurant.

3. I am satisfied because there is no 2.91

Often

hidden charge in every purchase of food item.

4. I am satisfied with the affordability 2.94 Often

of their products.

5. I am satisfied with the pricelist being offered 2.81

Often

in each food item.

OVERALL AVM 2.88 Often

Legend: Average Weighted Mean (AVM), 3.26 - 4.00 = Always (Indicates an excellent level of satisfaction.), 2.51-

3.25 = Often (Indicates a good level of satisfaction.), 1.76 – 2.50 = Seldom (Indicates a low level of satisfaction.),

1.00 – 1.75 = Not at all (Indicates a poor level of satisfaction.)

Table 2d shows the different items associated with price which

measured and interpreted through the use of average weighted mean. Item
number 4 which states, “I am satisfied with the affordability of their

products,” got the highest average weighted mean of 2.94 which interpreted

as “Often.” It indicates It indicates that respondents showed a good level of

satisfaction on the affordability of their products being offered by the fast-

food restaurants. Meanwhile, item number 5 which states, “I am satisfied

with the pricelist being offered in each food item,” got the lowest average

weighted mean of 2.81 which interpreted as “Often.” It also indicates that

respondents showed a good level of satisfaction on the pricelist being offered

in each food item. In general, the overall average weighted mean of price is

2.88 which interpreted as “Often.” It indicates that respondents displayed a

good level of satisfaction on the reasonable price imposed in each food item,

the discounts offered by the restaurant, no hidden charge in every purchase

of food item, affordability of their products and the pricelist being offered in

each food item. This particular finding is consistent to the study of Zhao and

his group (2021) on the impact of pricing and product information on

customer satisfaction, revealed that product pricing played an important role

in the buying behavior of consumers, whereas customer satisfaction played

as a mediating role. It means that the introduction of satisfaction as a

mediating variable led to the observation of full mediation in the case of

product pricing given the results, product managers of fast-food restaurants

should adopt pricing tactics along with product packaging to influence the

buying intentions of consumers.

 Difference Between the Level of Customer Satisfaction and the

Profile of the Respondents

This section shows the significant p-value that determines the

significant difference between the level of customer satisfaction and the

profile of the respondents in terms of age, gender and preferred fast-food

restaurant which measured and interpreted through the use of One Way

ANOVA (Analysis of Variance).

Table 3

Difference of Assessment of Online Food Delivery Service and

Respondents’ Profile

n= 200

_____________________________________________

Profile of the Respondents P – value

Age 0.08

Gender 6.4666E-210

Preferred Fast-food 0.88

___________________________________________

Note: *p>0.05

The probability value or p-value is defined as the probability of getting

a result that is either the same or more extreme than the actual

observations. It is use to determine if the null hypothesis will be rejected

base on the given value. The critical value is 0.05 which serves as a basis

whether to accept or reject the null hypothesis. If p-value is greater than the

critical value (0.05), the decision would be null hypothesis is accepted

however, if p-value is less than or equal to critical value, the decision would

be null hypothesis is rejected. Table 3 presets the significant p-values that

determine if there is a significant difference between the level of customer

satisfaction and the profile of the respondents in terms of age, gender and

preferred fast-food restaurant. Pertaining to age, the p – value is 0.08

p>0.05, it means that the null hypothesis is accepted therefore, there is no

significant difference between the level of customer satisfaction and the age

of the respondents. It means that across ages, they have the same level of

satisfaction on fast-food restaurants. In relation, according to the study of

Zuratulraha and his group (2020) on the effect of age and gender as moderator

towards customer satisfaction, revealed that age and gender were great

moderators of customer satisfaction however, it has no clear evident that customers

display the same level of satisfaction in accordance with their age and gender as it

is commonly associated with revisit intention.

On the other hand, in terms of gender, the p-value is 6.4666E-210 p>0.05,

it also means that the null hypothesis is accepted therefore, there is no

significant difference between the level of customer satisfaction and the

gender of the respondents. It means that both male and female respondents

displayed the same level of satisfaction on fast-food restaurants. This

particular finding is related to the priming study of Omar and his group
(2018) on customers’ satisfaction and the moderating effects of gender,

mentioned that gender plays a significant effect in the relationship between

service quality and customer satisfaction however, the context failed to

address its underlying concepts as to how gender greatly affects customer

satisfaction in particular.

Conversely, pertaining to the preferred fast-food restaurant of the

respondents, the p-value is 0.88 p>0.05, it also means that the null

hypothesis is accepted therefore, there is no significant difference between

the level of customer satisfaction and the preferred fast-food restaurant of

the respondents. It means that regardless of the preferred fast-food

restaurants of the restaurants, respondents displayed the same level of

satisfaction. In relation, according to the study of Chun and his group (2020)

on the effects of fast-food restaurant on customer satisfaction, elucidated

that fast food restaurants, and customer satisfaction has a positive influence

on customer revisit intention and likelihood of recommendation for both

types of restaurants.

Action Plan

The researchers drafted an action plan as a guide for the management

of fast-food restaurants in San Carlos to improve their performance in order

to maintain a high level of customer satisfaction in terms of service quality,

food quality, ambience and price.

 Table 4

Action Plan

Domains of Objectives Strategies Person (s) Resource Timelin

Customer Involved s e

Satisfaction

Service - To help the 1. Management Manageme Computer 6

Quality management should create nt, service and months

and service and implement crews and System

crews to rules and customers

maintain an regulations for

excellent the service

service upon crews to follow.

delivering the 2. Management

orders of the should always

customers monitor the

inside the fast- performance of

food the service

restaurant. crews in order

to track their

performance.

3. Management
 should also

consider the

problems

encountered by

service crews

by the while

doing their job

that may affect

their

performance.

4. Management

should ban and

report any

service crews

who display

inappropriate

behavior

against the

customers and

fellow service

crews.

Food Quality - To maintain 1. Management Manageme Kitchen 6

the quality of should always nt, service Utensils months

 the food in provide newly crews and and other

terms of its cooked orders customers raw

taste, texture, to the materials

appearance customers.

and 2. Management

affordability. should always

offer an

affordable price

of the food to

satisfy the

customer.

3. Management

should always

keep the food

delicious that

will meet the

expectations of

the customers.

Ambience - To maintain a 1. Management Manageme Hardware 6

clean and safe and service nt, service and other months

physical crews should crews and equipment

 ambience of always sanitize customers

the fast-food the dining area.

restaurants. 2. Management

and service

crews should

maintain a

pleasant odor

inside the fast-

food restaurant.

3. Management

should consider

decoration or

colors that can

be appealing in

the eyes of the

customers.

Price - To offer an 1. Management Manageme Computer 6

affordable should create nt, service and months

pricelist to the and offer an crews and System

customers. exciting deals, customers

vouchers and

discounts in

every selected
food item

offered by the

food

establishment

in order to

attract the

customers.

2. Management

should ensure

that the offered

pricelist of

every food item

is affordable

and justifiable.
 Chapter 4

SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

This chapter contains the summary of the findings, conclusion and

recommendation of the whole study which were drawn from the findings of

the study.

Summary of Findings
 The main focused of this study was to identify the profile of the

respondents in terms of age, gender and their preferred fast-food restaurant,

determine their level of satisfaction in terms of service quality, food quality,

ambience and price and to test if there is a significant difference between

the level of customer satisfaction and the profile of the respondents.

Researchers employed a descriptive-comparative research design that

helped the researchers to make a valuable description about the level of

satisfaction of the respondents in terms of service quality, food quality,

ambience and price. Furthermore, researchers crafted a self-constructed

survey questionnaire that measured the level of satisfaction of the

respondents in terms of service quality, food quality, ambience and price

which consisted of twenty items and each four-domain had five items which

was then measured and interpreted through average weighted mean.

Subsequently, researchers determined if there is a significant difference

between the between the level of customer satisfaction and the profile of the

respondents through the use of One Way ANOVA (Analysis of Variance).

Based on the findings of this study, it has been revealed that most of

the respondents fell under the age bracket 18 – 21 years old, mostly female

and Jollibee was the most preferred fast-food restaurant. In terms of the level

of satisfaction of the respondents, as for service quality, respondents

displayed a good level of satisfaction on fast service inside the food

establishment, the sense of generosity displayed by the service crews and

the management, expertise in food service of the food establishment,

attentiveness and responsiveness of the management in attaining

customers’ concerns and the service provided by the management especially

during special occasions like birthday. In terms of food quality, respondents

displayed a good level of satisfaction on the palatability, appearance,

texture, temperature and nutritional value of the food. Meanwhile, in terms

of ambience, respondents also displayed a good level of satisfaction on the

lighting and ventilation, cleanliness and orderliness, location, color scheme

and accommodation and furniture placement of the restaurant. Pertaining to

price, displayed a good level of satisfaction on the reasonable price imposed

in each food item, the discounts offered by the restaurant, no hidden charge

in every purchase of food item, affordability of their products and the

pricelist being offered in each food item. Lastly, study revealed that the null

hypothesis is accepted which means that there is no significant difference

between the level of satisfaction and the profile of the respondents in terms

of age, gender and preferred restaurants.

Conclusions

Results revealed that respondents consistently displayed a good level

of satisfaction in each four distinct domains of customer satisfaction which

include service quality, food quality, ambience and price. It indicates that

fast-food restaurants in San Carlos City provide quality service which

measures the performance of the management, food quality which satisfies

the taste of the customers particularly with the texture and appearance of

the food, ambience which highlights the physical environment of the fast-
food restaurants and lastly, price which tackles on the affordability of the

food items offered by the fast-food restaurants. However, the study accepted

the null hypothesis which meant that that there is no significant difference

between the level of satisfaction and the profile of the respondents in terms

of age, gender and preferred restaurants. Its implications meant that across

age and gender, regardless of the preferred fast-food restaurants of the

respondents, they displayed the same level of customer satisfaction on fast-

food restaurants in terms of service quality, food quality, ambience and

price. It has no clear evident that age, gender and preferred fast-food

restaurants were associated with customer satisfaction that can be used to

see if there is any difference and association.

Recommendations

The results of this study have been expanded and collaborated with

the existing previous literatures on customer satisfaction. Since, it has been

found out that there is no significant difference between the level of

satisfaction and the profile of the respondents in terms of age, gender and

preferred restaurants, it is highly suggested to include other demographics

of the respondents such as their religion and also to consider the wide range

of gender, not merely relying on male and female respondents. Although, as

this study is only limited to two-hundred respondents, future research should

involve a wider sample of people from other age groups to see whether there

are any differences in their responses to this study. A large enough group will

be able to utilize more complicated statistics to shed light on significant

difference between variables. Furthermore, there is a need to consider other

factors associated with customer satisfaction to map a new context of

knowledge aside from, service quality, food quality, ambience and price in

order to make a deeper understanding about online food delivery service.

Lastly, researchers drafted an action plan as a guide for the management of

fast-food restaurants in San Carlos to improve their performance in order to

maintain a high level of customer satisfaction in terms of service quality,

food quality, ambience and price.

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