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SUBMITTED BY:
Abubo III, Edgardo Emmanuel V.
Bonsay, Andrea J.
Co, John Richard
Custodio, John Matthew
De Dios, Allen H.
Gonzales, Arvin James P.
Section 2
May 2019
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CHAPTER 1
INTRODUCTION
INTRODUCTION
Each individual has their own decision and choice when buying their needs and
wants. Some people tend to look for the particular product that can satisfy their
standards and others will continue searching for the product that will satisfy them
Filipinos are food lovers also loves to experiment a new recipe and that one
recipe can have different version depending how they want it to be. Food has always
been more about entertainment and fashion than about sustenance (Sloan, 2004: 60).
Instead of eating in the house, people used to eat outside of their houses with their
In this study, the researchers would like to assess the service quality of each
restaurant, depending on its demographic profile when they buy in a specific store
China town in the Philippines. It was a Chinese hub at business even before the
There are more than 10 Chinese Restaurants in and out of Metro Manila. The
researchers will focus on respondents who are eating in Binondo, Manila, specifically
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the restaurants like Lan Zhou La Mien, Golden Fortune Seafood Restaurant, Wai
Ying, Mr. Ube Rice & Noodle House, King Chef Seafood Restaurant
PROBLEM STATEMENT
The researchers chose this study because they seek to answer the question such
as:
1.1 Reliable
1.2 Assurance
1.3 Tangible
1.4 Empathy
1.5 Responsiveness
respondents' perception?
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RESEARCH OBJECTIVES
a. Reliable
b. Assurance
c. Tangible
d. Empathy
e. Responsiveness
respondents perception.
quality
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HYPOTHESIS
The study is guided by the hypothesis that there are 5 dimensions in Servqual
These helps the restaurants how they be well productive in their restaurants.
THEORETICAL FRAMEWORK
Responsiv
eness
Assurance
Consumer
Tangible
Satisfaction
Empathy
Reliability
Figure 1: RATER
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customers generally deem important when they use services such as education,
energy, telecommunications, banking, insurance, air travel, transport etc. The model
Responsiveness.
CONCEPTUAL FRAMEWORK
RATER ServQual
Restaurants
In Binondo
and Responsiveness.
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For the consumers, this will enlighten them what they are looking for when it
For the entrepreneurs, this study can help them on how they can improve on
their business and can give them new ideas on how they can be more successful
For the aspiring entrepreneurs, as they start their own business, this will help
them to gain more idea on how they will be different to other business and how they
For the future researchers, this research will help them in their future research
related work.
For the researchers, to gain new ideas and understanding in the said research,
also, for practical application of research of process and for fulfillment of academic
requirement.
Binondo, Manila and identify service quality. This includes their demographic profile
and what are the things they are looking for when it comes to service quality.
The respondents are limited to every consumer both male and female who
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The researchers will survey a total of 350 respondents of both male and female
who are eating around Lan Zhou La Mien, Golden Fortune Seafood Restaurant, Wai
Ying, Mr. Ube Rice & Noodle House, King Chef Seafood Restaurant in Binondo,
Manila.
DEFINITION OF TERMS
systems in the field product quality. Over time, it became more and more
Model had a serious impact in the eighties. Back then, measuring service
Brown, NA).
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customers to trust you. To meet their expectations, you should prove that
you are credible and address their concerns competently (Cory Brown,
NA).
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In its simplest form service quality is a product of the effort that every member
customers judge the quality of food and how employees interacts. As later suggested
by the original developers of the SERVQUAL model, the easy way to recall the five
Reliability is your ability to deliver the service a customer expects, when the
Unsurprisingly, it’s the most important of all the service dimensions. When service
delivery fails the first time, a service provider may get a second chance to provide the
same service in the phase called ‘Recovery’. The expectations of the customer are
usually higher during the recovery phase than before because of the initial failure.
Thus, the service provider is likely to come under greater scrutiny, thereby increasing
timely delivery time after time, helps the service provider to meet the customer
trust you and confidence in the service delivery. It refers to knowledge and courtesy
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trust and confidence in the customer toward the company. To meet their expectations,
you should prove that you are credible and address their concerns competently. This
dimension is considered vital for services that involve high risk as customers may not
be able to evaluate all the uncertainties involved in the process by them. The
However, the prospective customers are free to call the previous customers. When
prospective customers hear from them about the company and its satisfactory
delivery, they feel assured and develop a more positive attitude towards the company.
firm’s employees. The job of the tangible and physical evidence of a service is
multifunctional. When a patient in the waiting room of a clinic sees the doctor’s
Empathy refers to the caring, individualized attention the service firm provides
each customer. When service provider puts himself in the shoes of the customers, he
may see the customer’s viewpoint better. When customers feel that the provider is
making his best effort to see their viewpoint, it may be good enough for most.
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firm’s staff to help customers and to provide them with prompt service. The customers
may have queries, special requests, complaints, etc. Responsiveness governs how
quickly, how well, and where you respond to your customers. Good responsiveness
involves being available for customers during the times and channels that they prefer.
In fact, each customer may have problems of his or her own. While the front-end
employee may have been trained or equipped to deliver standardized services, the
customers want them to go beyond this limit. It is the willingness to help the customer
customers usually loses interest. Many sales representatives respond on the phone,
‘I will call you back’. The call is never returned. The customer draws his or her own
All of those situations make an impact on your responsiveness. If you want to work on
driving response times down while maintaining quality communication, this should
media…)?
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areas. Gap Analysis is a tool that helps companies compare actual performance with
potential performance. The five gaps that organizations should measure, manage,
Gap 1: The management perception gap, or the difference between the service
management thinks customers expect one level of service when they really
expect another, this indicates that management does not fully understand the
market.
experience.
Gap 3: The service delivery gap. This is the difference between customer-
Gap 4: The market communication gap. This is the gap between the
experience that customers are promised and the experience they actually have.
Gap 5: The perceived service quality gap. This is the gap between a customer's
Addressing gaps is the ultimate goal of this process because the deviation between
customer expectations and actual quality is where quality control and process
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of restaurant characterized bothby its fast food cuisine and by minimal table service.
Food and beverage industry plays majorrole in economic growth. The Indian food
2009. Service Quality has always been attractive area for the researchers. The major
reason behind thatis service quality directly affects customer satisfaction. According
to Kumar, Kee andManshor(2009) High level of service quality leads to high customer
likely to have impact on service quality more than on product quality. Hence, service
thoseexpectations.
widely used tomeasure service quality Cao (2011). The SERVQUAL model is based
manner.
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maintenance, i.e. an ongoing process. High-class hotels render the highest standards
and highest quality products and service, with the most extensive scope of expensive
hotel service. Economy class hotels offer products and service of lower quality, with a
Service quality becomes the crucial issue for hospitality industry and the theory of
service quality has evolved over long period of time through testing and trials in service
sector. . The demanding customers and increased sense of customer satisfaction led
to the use of the new service parameters making hoteliers to implement quality
management as an effective aid. During the last few decades there is phenomenal
change experienced in the hospitality industry and the reason being is Service Quality.
Knowing that both service quality and value is difficult to measure, hospitality
the service quality through carefully designed surveys. Various studies have been
carried out to consolidate the dimensions of service quality and servqual has been
quality plays important role in overall customer satisfaction. Study would focus on
industries. Thus, present study is unique in the sense that it is new to Indian hotel
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industry. The paper explores the development of service quality theory and alternate
scales of measuring service quality, its role in customer satisfaction and importance
(Parasuraman et al., 1985). These difficulties are mainly due to the way the services
were produced, consumed and evaluated (Chelladurai, 1999). Gronroos (1984) and
Zeithaml et al. (1990) argue that service quality is more complicated than product
quality. The physical attribute of products enables errors in the production to be easily
detected and thus necessary solutions can be taken immediately to correct the
mistakes before they are sold to customers. Compared with product quality, service
quality is difficult to measure physically because services are abstract entities with
service. Among the definitions for services are “actions that transfer values”
(O’Sullivan et al., 2002), “the transaction with the absence of ownership” (Lovelock,
2001), “deeds, processes and performances” which come with their own inherent
qualities to differentiate them from goods (Zeithaml, 1998). Resulting from the
variance in the definitions of service quality, many methods have been formulated to
measure service quality. Parasuraman et al. (1985) develop a 22- item SERVQUAL
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between customers’ expectation and their perceived perceptions of the actual service,
2010). The five dimensions in SERVQUAL are defined as below (Parasuraman et al,
1988): 18 1) Tangible involves the physical facilities of service, the equipment, the
their ability to show confidence and develop trust in the customers. 5) Empathy refers
customer satisfaction with the restaurant: good food, good service and a pleasant
setting. Kalra (2001) explains that dinning out has become an integral part of
customers’ lifestyle, thus experienced customers have raised their expectations with
regard to quality, good service, well-cooked food and no dirty interiors, while seeking
a better value for their money. Several researchers have attempted to test the
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Bojanic & Rosen (1994) used the SERVQUAL instrument in a chain restaurant
with a diverse clientele in Columbia, South Carolina and a varied menu that included
international items. Six dimensions were used as “Empathy” was divided into two
dimensions: knowing the customer and access to services. The results identified
“Knowing the customer”, “Reliability”, and “Assurance” were the most significant in
predicting overall restaurant quality; the other three dimensions were not important
predictors of overall quality. Lee & Hing (1995) assessed the usefulness and
Australia. The results revealed that the customers’ highest expectations of service
quality involved “Assurance” and “Reliability”, while their lowest expectations were
related to “Tangibles”. Oubre & Brown (2009) examined the relationship between
customer, wait staff and manager perceptions in fine dining restaurants and
the restaurant industry, Stevens et al. (1995) developed the DINESERV instrument.
The final version of DINESERV consisted of 29 items that captured the five
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allows for comparison before and after changes, for the location of quality related
problems and for the establishment of clear standards for service delivery. He states
that in their experience, the starting point in developing quality in services is analysis
and measurement. The SERVQUAL approach, which is studied in this paper is the
SYNTHESIS
the service quality of restaurants in Binondo and this emotions influence service
satisfaction. The core condition of restaurants must meet the good service quality and
at the same time must maintain the authenticity of the foods and the service as well.
The customers were able to experience what they are expecting to a Chinese
restaurant. Moreover they also affect the behavioral intentions. The researchers
subsequently focus on the role of service quality and switching costs as antecedents
to these types of service quality. The results of an empirical study of a large sample
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Research Methodology
Research Design
The researchers would like to use the observational design. This will help the
Manila.
Sampling Design
The study involves every consumer who are going in a restaurant specifically in
Binondo, Manila. The sample group that served as the respondents of the study was
consumers going in Binond, Manila. The other part of the questionnaire is the rating
the consumers will rate on the things what they are looking for the best quality service
In gathering data, before having the survey, the research should be clear first
for the part of the researchers on what is their objective. After understanding what the
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research is all about, ask the adviser for suggestion. Also when gathering data, seek
a Statistician for clearer view on what will happen. After consulting on the adviser and
statistician, ask permission from the place where the survey which is in Binondo,
Manila the researchers will conduct a survey. And lastly, after a long day asking for
respondents to answer the survey, it will be a great opportunity for the researchers to
gather all answers and check where is the best quality of service in Binondo, Manila.
After having the survey, researchers must have a place to gather and analyze
the data. Next is, gather all data needed and analyze each data. After analyzing each
data, ask a statistician to review the analyzed data for clearer and satisfactory of the
data.
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References
RATER Model, a model for measuring customer expectations. (2018, April 16).
model/
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