SERVICE QUALITY ON CUSTOMER’S SATISFACTION OF THE SELECTED WING

CRIB RESTAURANT IN CARMONA, CAVITE

A Thesis presented to the faculty of

In Partial Fulfillment of the Requirements for the Degree

by
JOSHUA MAZO
LOUCHELLE CACATIHAN
January 2022
 CHAPTER 1
INTRODUCTION

The purpose of the study is to analyze the customers satisfaction on service quality of the

selected wing crib. This establishment is known for its chicken wing dish many people in

carmona and the nearby places enjoying their meal on this establishment since it is the only

establishment who provide unli wing dishes. When it comes to food tastes and interests, every

family in this era has evolved significantly. Many trading activities, such as hotels, restaurants,

and business organizations, are springing up because of this. Such enterprises must establish

their own reputation and brand in the eyes of the market and their clients. All these trading

operations are dependent on the service quality and client happiness, which are the major

elements of this study. From the standpoint of marketing, both service quality and customer

happiness are critical for both vendors and buyers.

Therefore, sellers are known to as service providers, while customers are referred to as

service recipients. Customers are always considered as the pillars of the business organization as

givers. As a result, they strive to provide excellent service, and consumers expect the same from

the restaurant or business. As a result, it is the organization's job to provide excellent service and

satisfy the customer's needs and aspirations. Customers expect the corporate organization to

provide the best service possible. As a result, businesses must make customers happy and treat

them well in proportion to the money they have paid.

Each study has its own significance and limitations. Many scholars have already

conducted research on this topic, but no one in Carmona, Cavite Wing crib restaurant has done
so. This is the first case we'll take on, and it may be our contribution to the improvement of

Carmona's eateries. This study aims to determine the types of consumers who frequent

Carmona's restaurants, as well as their satisfaction with the food and services provided.

The study's goal is to discover different feedbacks from different customers who have

been dined in Wing crib restaurant and how are they satisfied when it comes to their products

and services. Now that it is time of pandemic how they persuade the customers to dine in their

place and assure them the safeness of all customers and services they give in everyone.

Statement of the Problem

The primary goal of this research is to measure customer satisfaction and perceptions of

the quality of food and beverages, as well as the services provided in Wing crib. As an outcome,

a quantitative research approach based on the distribution of personally administered

questionnaires was being used to empirically test the suggested hypotheses in this study,

allowing respondents more time to complete the questionnaire and making it easier and more

convenient for them to respond.

1. What is the level of Service Quality on selected Wing Crib Restaurant in Carmona, Cavite in
terms of:
1.1 Assurance;
1.2 Empathy;
1.3 Reliability;
1.4 Responsiveness; and
1.5 Tangibility?
2. What is the level of Customers Satisfaction on selected Wing Crib Restaurant in Carmona,
Cavite?
3. Is there significant relationship between Service Quality and Customer Satisfaction on
selected Wing Crib Restaurant in Carmona, Cavite in terms of:
3.1 Assurance and Customer Satisfaction;
3.2 Empathy and Customer Satisfaction;
3.3 Reliability and Customer Satisfaction;
3.4 Responsiveness and Customer Satisfaction; and
3.5 Tangibility and Customer Satisfaction?

Objectives of the Study

The general objective of the study is to determine the customer Satisfaction and the

Service Quality in terms of selected Wing Crib Restaurant in Carmona. Specifically, the

study aims to determine:

1. The level of Service Quality on selected Wing Crib Restaurant in Carmona, Cavite in terms of.
1.1 Assurance;
1.2 Empathy;
1.3 Reliability;
1.4 Responsiveness; and
1.5 Tangibility
2. The level of Customers Satisfaction on selected Wing Crib Restaurant in Carmona, Cavite.
3. The significant relationship between Service Quality and Customer Satisfaction on selected
Wing Crib Restaurant in Carmona in terms of.
3.1 Assurance and Customer Satisfaction;
3.2 Empathy and Customer Satisfaction;
3.3 Reliability and Customer Satisfaction;
3.4 Responsiveness and Customer Satisfaction; and
3.5 Tangibility and Customer Satisfaction.
Hypothesis of the Study

The following hypothesis was sorely tested:

H01. There is no significant relationship between service Quality and Customer Satisfaction on the

selected Wing Crib in terms of:

H01.1 Assurance and Customer Satisfaction;

H01.2. Empathy and Customer Satisfaction;

Conceptual Framework

The conceptual framework shows the relationship of Service Quality towards the level of satisfaction.

This study has an independent variable which is the Service Quality, and the dependent variable is the

level of Satisfaction.

Service Quality
 Assurance
 Empathy Customer Satisfaction
 Reliability
 Responsiveness
 Tangibility
Significance of the study

The results of this study will benefit the following:

Department of Tourism - will benefit in the results of the study because it will provide them a

new information to improve the guest satisfaction in the tourist destination trough food tourism.

Time and place of the study This study will be conducted in November 2021 involving the

customers who experience the Wing Crib chicken corner in Carmona, Cavite.

Owners of Wing Crib Restaurant - the results will help the establishment to improve their

service quality and the guest satisfaction.

Potential customers - the results will benefit the future customers of the establishment because

it will help them to know if the establishment has a satisfactory service.

Future researchers - the results of the study will serve as a reference of the study they conduct.

Time and Place of the Study

The study will be conducted in October 2021 at Carmona, Cavite involving the participation of

consumers that are able to experience visiting selected restaurant Wing Crib Corner in the past

year.
Scope and limitations of the Study

This study will focus on the selected wing crib restaurant since it is known only to

carmona the researchers will try to find out the customers satisfaction on the service quality of

the establishment. The participants are the customers who already visited the selected wing crib

since the study was focusing on the service quality on customers satisfaction of the selected wing

crib restaurant.

The study will be conducted at Carmona, Cavite considering the participation of

consumers that are able to experience visiting Wing Crib restaurant in Carmona, Cavite. The

study will be limited only to customers that are able to experience dined in Wing Crib Restaurant

after the pandemic has begun. The sample population is any Filipino who have been dined or

visit the Wing crib in the past year. The study is limited to assessing the satisfaction of customers

and the service quality that the Wing Crib Restaurant gives in every customer.

Definition of terms

To understand the study, the researchers will define the important terms used in their

study.

Customers Satisfaction - is a term used when the establishment meet the expectation of their

customers.

Service quality - it is used as a standard need to follow by the establishment to meet the

customers satisfaction.

Assurance - a positive declaration intended to give confidence, a promise.

Empathy - the ability to understand and share the feelings of another.

Responsiveness - the quality of reacting quickly and positively.

Tangibility - The quality or condition of being discernible by touch: palpability, tactility,

tangibleness, touch ableness.

Establishment - is a place where the restaurants settle, they're business and prepared they're

foods or drinks to serve the guest.

Wing Crib - is a dine in fast food restaurant that serve unlimited wings with different flavors in

Carmona Cavite.

Fast food Restaurant - it is an establishment that serves ready prepared food to customers to

serve them faster.