2

the competitive advantage in the restaurant market. Even

there is also the need of service quality in all sectors of

business. So this study is purely based on the service

quality measures and techniques to makes customer happy and

retains the customer to maximize the profitability.

Considering the importance of client maintenance to the

fast-food restaurant's growth, the fast-food restaurant has

to adjust to the changing and leaning of clients and provide

best quality of service to attract the interest of the spot

customers.

With changing market trends, customers are now becoming

more urbane and demanding. Businesses are spending all their

resources and efforts to understand their customers better

and provide them with the best possible services quality.

The more the satisfied customer, the more benefits it

creates for the image of a restaurant. A vital test

confronting restaurant ventures today is to give service

quality that is convincing for the customers as well as can

be better than business contenders. Subsequently, service

quality is one of the best intends to expand accomplishment

in the restaurant business.

According to Hinson (2009), the fast food industry is

playing a major role in our economy. Each management are

providing different strategies to maintain its

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competitiveness. Cronin and Taylor (2012) also stated that

the customer satisfaction is very important factor in every

sector. Customer satisfaction has a significant link with

profitability and service quality. Lehman said that the

concept of customer satisfaction is evolving over the years.

It is a process of satisfaction that allows the businesses

to enhance their reputation effectively and efficiently. In

other words, service quality and customers satisfaction are

the key elements of an organization. Organizations that are

giving best service quality have more satisfied customers

than the organizations who do not provide service quality.

Customer satisfaction is affecting repurchase goals and

behaviours. The profit and the revenue of a business depend

on the customer satisfaction. There is less literature

available that address the customer satisfaction and quality

of the services provided by the organizations, in fast-food

restaurants (FFRs) (Gilbei; Qin &Prybutok, 2009). Studies

are limited and it explains the significant association

between customer satisfaction and service quality. This

research will help the management of fast food restaurants

to provide best services to their customers by improving

service quality dimensions.

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This study aimed to explore the potential dimensions of

service quality, and examine the relationship among service

quality and customer satisfaction in fast‐food restaurants.

Statement of the Problem

The study focused on the Service quality and customer’s

satisfaction in fast food restaurants such as Jollibee and

Chowking for the A.Y 2019-2020. The study aimed to answer

the following:

1.What is the socio-demographic profile of consumers in

terms of:

a. Age

b. Sex

2. What is the level of service quality on the customer

satisfaction in terms of:

a. Reliability

b. Responsiveness

c. Assurance

d. Tangible

e. Empathy

3. What is the level of customer satisfaction?

4. Is there any significant relationship between service

quality and customer’s satisfaction in fast food

restaurants?
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Hypothesis

There is no significant relationship between service

quality and customer’s satisfaction in fast food

restaurants.

Theoretical Framework

In the year 1996, Spreng and Macky proposed the

Performance Model that conceptualizes a theory that a

customer’s perception of a service performance and their

expectation of that performance have a positive effect on

customer satisfaction. Performance can be defined as the

level of quality of the service as perceived by the

customer, relative to the price they have paid. The greater

the quality of the service, the more satisfied the customer

will be (Parasurman 1988).

The Performance Model also demonstrates a positive

effect of expectations on perceived performance that is the

ability customer expectations to predict performance. This

can be felt to be greatest when customers have a lot of

experience with a performer who is either predictable or has

low variance (Tse and Wilton 1988).

According to the Equity Theory, satisfaction exists

when consumers perceive their output or input as being fair

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(Swan and Oliver 1989). This theory is based on the notion

of input-output ratio, which plays a key role in

satisfaction. It has said that parties to an exchange will

feel equitably treated thus satisfied if in their minds, the

ratio of their outcomes to inputs is fair enough. Whether a

person feels equitably treated or not may depend on

different factors including the price paid, the benefits

received, the time and effort expended during the

transaction and the experience of previous transactions.

This implies that comparative baseline may take many

different forms. This theory also points that bases of

comparison used by consumers in satisfaction judgments may

be more than just expectations (Woodruff 1983).

Equity model of consumer satisfaction appear to be

different from the other models, in that satisfaction is

evaluated relative to other parties or people in an exchange

and the outcomes of all parties sharing the same experience

are taken into consideration. Erevvels and Leavitt (1992)

argue that equity models can provide a bigger picture of

consumer satisfaction in situations that may not be captured

using traditional satisfaction models. For example, they may

be especially useful in modeling situations where

satisfaction with the other party is considered to be an

important element of the transaction.

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Therefore, Performance Model conceptualizes that a

customer’s perception of a service performance and their

expectation of that performance have a positive effect on

customer satisfaction. If great service will be given, the

more satisfied the customer will be. The equity theory is

also related to this study because it explains that if the

service you have given is fair enough, then the customer

will give you back fairly in terms of their experiences and

feedbacks. This theory tries to expand the fairness between

the given service and the expectations of the customers.

 Socio-
demographic
profile of
respondents: Research Paradigm
a. Age
b. Sex
Input Analysis
Processof The study has
Output
 Service
data through identified the
Quality
survey, service quality
a. Reliabili
questionnaires and customers
ty
and statistical satisfaction in
b. Responsiv
treatment fast food
eness
restaurants.
c. Assurance
d. Tangible
e. Empathy
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Figure 1. The researcher used the Input-Process-Output (IPO)

Model to provide a further discussion and analyze
how the variables were treated in this study.

Conceptual Framework

This study assessed to know the service quality and

customer’s satisfaction in fast food restaurants.

Furthermore, the researcher employed the usage of

questionnaires to survey. This study used input that show

the socio-demographic profile of respondents in terms of

their age and sex, the dimensions of service quality such as

the reliability, responsiveness, assurance, tangible,

empathy and the level of satisfaction in terms of their age

and sex. The process showed the method of analysis of data

through survey, questionnaires and statistical treatment.

The output discussed the possible result or outcome of the

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service quality and customers satisfaction in fast food

restaurants.

Scope and Limitation of the Study

This study focused on the service quality and customers

satisfaction on selected fast food restaurants such as

Jollibee and Chowking. This research had been conducted in

an educational institution named Hercor College High school

Department in Roxas City during the academic year 2019-2020.

The respondents of this study were the selected senior

high school students of Hercor College High School

Department where in it has a total population of 513 for the

academic year 2019 -2020. The proponent decided to come up

with a sample size of 195 respondents to be the source of

data for this study. The study had also considered the

factors involve in service quality such as reliability,

responsiveness, assurance, tangible and empathy. The

research design used was quantitative research. And the

statistical tools used were mean, pearson r, percentage and

frequency count.

Significance of the Study

This study will be of great importance to the

following:
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Restaurants and Owners. The results will provide basis and

guidelines that can help the business to know the best

service quality that can be used to attract and improve the

satisfaction of the customers. This study will help the

owners to assess their businesses to make decisions and help

them find solutions to provide best quality services and

customers satisfaction in their respective restaurants.

Customers. This study will help the customer to know and

assess the said fast food restaurants that enables to

attract their attention and meet their expectations toward

the restaurants.

Future Researchers. This study will serve as a basis to the

researchers as guide to make new data regarding service

quality and customers satisfaction and on how to improve the

information of the said topic.

Definition of Terms

Assurance. Refers to the employees’ knowledge of

courtesy and the ability of the firm and its employees to

inspire trust and confidence. (Parasurman, 2011)

In this study, this term is utilized as one of the

dimensions used to measure service quality.

Empathy. Refers to provide caring individualized

attention the firm provides to its customers. It is also an

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additional plus that the trust and confidence of the

customers and at the same time increase the loyalty.

(Parasurman, 2011)

In this study, this term is utilized as one of the

dimensions used to measure service quality.

Fast-food. Refers to quick, easily accessible and

cheap alternatives to home-cooked meals. (National

Institutes of Health)

In this study, this term refers to a type of restaurant

that will evaluate and seeks to find the best service

quality to attract customers.

Profitability. Refers to the ability of a business to

earn a profit. (study.com)

In this study, this term is utilized as one of the

elements in an organization that plays as a link with

service quality and customers satisfaction.

Reliability. Refers to the ability to perform the

promised service dependably and accurately. It also means

that the company delivers on its promises-promises about

delivery, service provision, problem resolutions and

pricing. (Parasurman, 2011)

In this study, this term is utilized as one of the

dimensions used to measure service quality.

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Responsiveness. Refers to the willingness to help

customers and provide prompt service. This dimension

emphasizes attentiveness and promptness in dealing with

customer’s requests, questions, complaints and problems.

(Parasurman, 2011)

In this study, this term is utilized as one of the

dimensions used to measure service quality.

Satisfaction. Refers to a person’s feeling of pleasure

or disappointment, which resulted from comparing a product’s

perceived performance or outcome against his/her

expectations. (Philip Kotler, 2014)

In this study, this term is utilized as one of the

variables and the positive response of the customers in the

service that have given by the business or fast food

restaurants.

Service Quality. Refers to the difference between the

actual service performance and customer’s expectations. It

is also defined as focusing on meeting the needs and

requirements, and how well the service delivered matches

customers’ expectation. (Oliver and Lewis, 2012)

In this study, this term is utilized as one of the

variables and the ideal expectation of the customers to the

service they want to receive when they go to a restaurant or

store.
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Tangible. Refers to the appearance of the physical

facilities, equipment, personnel and communication

materials. (Parasurman, 2011)

In this study, this term is utilized as one of the

dimensions used to measure service quality.