CUSTOMERS’ LEVEL OF SATISFACTION TOWARDS FOOD AND

BEVERAGE SERVICES IN SELECTED FOOD ESTBLISHMENT OF

UBAY, BOHOL DURING THE NEW NORMAL

______________

A Thesis Presented to the

Faculty of the Department of Hospitality Management
and Industrial Technology

______________

In Partial Fulfillment
Of the Requirements for the Degree of
Bachelor of Science in Hospitality Management

______________

PRINCE JAPHET O. ESTILLORE

SHERWIN G. IBALE
RIZA T. QUIBOL

February 2022
 ACKNOWLEDGMENT

Grateful acknowledgement is made to the authors of the different

electronic references specified in the bibliography for the valuable information

derive from their write-ups that were used as references and contributed much

for the realization of the study.

The researchers would like to extend their heartfelt gratitude to the

following that greatly helped them in fulfilling this study:

To their very own Campus Director Dr. Marietta C. Macalolot,who is

always there guiding and approving our consent when were in need;

To their thesis adviser [Link] [Link], for aiding the

researchers in completing this study and no giving up no matter what happened;

To their friends, instructors and classmates, who unknowingly been

proving ground for much of this study;

To their respondents, who validated and played a big part of the study;

To their parents,for their unconditional love, financial support and giving

the researchers inspiration and security, we offer our gratitude;

We express our sincerest appreciation to our Almighty God Who

showers us with HIS blessings always and ever.

 ABSTRACT

This study aimed to determine the satisfaction level of the customers

towards the food and beverage services of the restaurants amidst the pandemic.

The study employed descriptive research method using adopted survey

questionnaire and distributed to the 172 customer respondents using purposive

sampling. Analysis of the data was done using Weighted Mean and Percentage.

The study revealed that most of the participants belong to below 39 years old

and 20-29 years old of them comprised a bigger portion of the group, majority are

male and in college level. The researchers found out that customers are not

highly satisfied of ambiance with 3.17 weighted mean score, staffs with 3.12

weighted mean score, price fairness with 3.08 weighted mean score, and food

and beverage variety with 3.04 weighted mean score, respectively. Nevertheless,

most of the participants are highly satisfied in food quality which have been

considered as the highest level of satisfaction with a weighted mean score of

3.26. Furthermore, the level of satisfaction on food and beverage services in

Ubay restaurants is satisfied with a weighted mean score of 3.13. The formulated

conclusion of the study brought theresearchers to recommend theestablishment

to must have a drop box for comments and suggestion to further have a basis on

how to improve and offer a wider variety of food and beverage services.

Moreover, the establishment must conduct further studies in a qualitative

approach on what factor affects most on the customers’ satisfaction in a

restaurant.
 TABLE OF CONTENT

TITLE PAGE ……………………………………………... i

APPROVAL SHEET …………………………………..…………. ii
ACKNOWLEDGMENT ……………………………………………... iii
ABSTRACT ……………………………………………... iv
TABLE OF CONTENTS ……………………………………………… v
LIST OF TABLES ……………………………………………... vii
LIST OF FIGURES ……………………………………………... vii

Chapter Page
1 INTRODUCTION
Rationale ……………………. 1
Literature Background ……………………. 3
THE PROBLEM
Statement of the Problem ……………………. 12
Significance of the Study ……………………. 13
RESEARCH METHODOLOGY
Design ............................. 14
Environment and Participants ……...................... 14
Instrument …………………… 15
Procedure …………………… 16
StatisticalTreatment ……………………. 17
OPERATIONAL DEFINITION OF TERMS ....……………. 18
2 PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

Demographic Profile of the Participants .........

Level of Satisfaction on Food and Beverage Variety ……..

Level of Satisfaction on Food Quality ………

Level of Satisfaction on Price Fairness ………

Level of Satisfaction on Ambiance/Atmospherics ………

Level of Satisfaction towards the Staffs ……....

Level of Satisfaction on Food and Beverage Services ………

3 SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

Summary of Findings …………………………… 27

Conclusions …………………………… 28

Recommendations ………………….............. 29

Proposed Action Plan …………………………… 30

REFERENCES ……………………………. 32

Appendices

A. Insruments ........................................ 35
B. Letters ……................................. 38
 LIST OF TABLES

Table Page
1 Demographic Profile of the Participants ..................... 20
2.1 Level of Satisfaction on Food and Beverage Variety..... 21
2.2 Level of Satisfaction on Food Quality........................... 22
2.3 Level of Satisfaction on Price Fairness......................... 23
2.4 Level of Satisfaction on Ambiance/Atmospherics......... 23
2.5 Level of Satisfaction towards the Staffs........................ 24
2.6 Level of Satisfaction on Food and Beverage Services.. 26

LIST OF FIGURES
Figure Page
1 Theoretical and Conceptual Framework..................... 8
2 Ubay, Bohol Map......................................................... 15
 Chapter 1

THE PROBLEM AND ITS SCOPE

Rationale

Food and beverage services has played a significant and unique role,

especially in the world of business. It has contributed enormous progress to the

revenue in the Hospitality Industry. This industry operates multiple levels of

atmospheric society and offers different types of services that most guests want.

It provided businesses that deliver food and beverage to their valued customer at

a particular location such as hotels, restaurants, or the customer's preferred

premises. The food and beverage services include the preparation of food packs

and dine-in services. The institution must fulfill these services to deliver the best

and comfortable experience that the guest could ever experience while staying in

accommodation or hotel.

Right now, food and beverage services are experiencing a very crucial

issue due to the impact of the pandemic. However, they initiated different

strategies in order to rise above the problem. Notably, food and beverage

establishments in the Municipality of Ubay have reopened from closures. The

establishments adapt to the so-called new normal in the operation of their

establishment. Furthermore, these changes brought varied opinions of people

from negative to positive. In this very competitive world, what pleases the

customer must be considered. The research of Jooyeon Ha et al. utilized the

concept of herd behavior. It examined whether restaurant customers follow

others' choices or opinions, especially when choosing a restaurant in an

unfamiliar place. Thus, customer satisfaction is essential.

The new normal circumstances have led studies to predict customer

satisfaction levels in terms of food and beverage variety, food quality, price

fairness, ambiance, and staff during the pandemic. Hence, the researcher's

ultimate goal in this study is to determine customers' satisfaction levels with

selected food establishments' food and beverage services in the New Normal,

and then formulate an action plan to determine which establishments can best

serve as a model for future innovation.

Literature Background

Republic Act No. 7394, also known Consumer Act of the Philippines of

1991, is one of the country's legal bases for consumer protection. The Act aims

to protect the "interest of the consumer, promote his general welfare and

establishes standards of conduct for business and industry" by adopting the

following measures: Protection against hazards to health and safety; Protection

against deceptive, unfair, and unconscionable acts and practices; Provision of

information and education to facilitate sound choice and the proper exercise of

rights by the consumer; Provision of adequate rights and means of redress; and

Involvement of consumer representatives in the formulation of social and

economic policies.

Moreover, this study is also supported by the Republic Act No. 3720 under

Section 2 that declared the policy of the State to ensure safe and good quality

supply of food, drug and cosmetic, and and to regulate the production, sale and

traffic of the same to protect the health of the people.

According to Philip Kotler (2013), satisfaction is described as a 'person's

feeling of pleasure or disappointment. The customers are the ones who

established satisfaction goals before they set out to purchase. The factors that

matter as a ground for information on reviews, comparisons, and alternatives are

the establishment's physical structure and people. Once the customer selects the

product or service, they will evaluate the experience against the expected one.
Customers' satisfaction further helps formulate ideas in determining strategies for

making the guest feel satisfied through experience.

From Oliver (1980), it breaks down customer satisfaction in the context of

mental processes vis-a-vis how customers think. The primary constructs of the

expectation confirmation theory are the following: expectations, perceived

performance, disconfirmation of beliefs, and satisfaction. It can measure the

customer's satisfaction from the difference between customer's expectation and

experience of perceived products or services. They perceived higher

expectations from the products or service results in positive disconfirmation.

Similarly, if the customer perceives the performance to be worse than expected,

it results in negative disconfirmation. Positive disconfirmation results in customer

satisfaction. Zero disconfirmation (when reality meets expectations) is likely to

result in satisfaction. Negative disconfirmation leads to dissatisfied customers.

Negative disconfirmation will occur when the actual performance of a

specific product or service cannot meet the customer's expectation and leads to

customer dissatisfaction. Positive disconfirmation leads to the customer's

satisfaction if the perceived performance of a specific product or service can

exceed the customer's satisfaction. Finally, when there is not any difference

between a customer's expectation and actual performance of a specific product

or service, perceived performance equals expectation; thus, simple confirmation

occurs.
 From Locke, (1967), satisfaction is an emotional response that is triggered

by a cognitive evaluative process in which the perceptions of an offer are

compared to one's values, needs, wants or desires. This theory postulates

satisfaction as the fulfilment of consumer desires,values, or wants, as opposed to

their expectations.

Based on the study of Sabir et al. (2014), customer satisfaction has

become the most significant aspect in the field of business, because satisfied

customers have significant impact on the profits of business. Also, Rahman et al.

(2012) demonstrated that customer satisfaction can be explained based on the

feelings of happiness, acceptance, relief, delight, and pleasure. The authors

added that customers‟ satisfaction is likely to be established after evaluating the

products and services of a brand in meeting certain needs and wants.

On the other hand, Hui and Zheng (2010) described satisfaction as the

overall evaluation or judgment of customers towards the quality of products or

services offered by a service provider. Hansemark and Albinsson (2004) also

defined customer satisfaction as a customer's overall evaluation of a brand's

products or services, as well as their emotional reactions to that brand's capacity

to meet certain of their requirements and [Link], Kotler (2000) defined

satisfaction as "a person's sensation of joy or disappointment caused by

comparing a product's perceived performance (or outcome) to his or her

expectations."
 According to Cousins and Weekes (2020), Food and Beverage Service

covers the knowledge and skills necessary for those studying and working at

various levels in food and beverage service. The demands for food and

beverages away from the home increase. The food and restaurant styles

continue to diversify to meet the demands of knowledgeable and value-conscious

customers increasingly. The customer as central to the process and an active

participant in the food and beverage services. The main objective of foodservice

operations is to achieve customer satisfaction or to meet the customer's needs.

This might be physiological, economic, social, psychological, and convenience.

Customer's choice is a specific reason that will often determine their satisfaction

(dissatisfaction) rather than the food and beverage by itself. As to the success in

food and beverage service, today, more people than ever are eating outside the

home and meeting this demand. There is increasing diversity in the nature and

type of food and beverages on offer. The food and beverage service is the

essential link between customers and the menu, beverages, and other services

on offer in an establishment.

Moreover, Jaini et al. (2015) investigated the factors that affect the service

quality of fast-food restaurants, studying the relationship between customer

experience and total quality. They used service quality, food quality, and

atmospheric quality as the main dimensions to measure the total quality of

restaurants.
 Abdul and Zainal (2016) found the relationship between quality and

customer satisfaction using five independent variables: perceived value,

emotional price, monetary price, behavioral price, and reputation. Pecotic et al.

(2014) used numerous factors related to furniture, size, color, art, music, and

layout to study the relationship between interior design and customer

satisfaction.

According to Amelia and Garg (2016), the quality and correctness of the

served food and the gentleness of the staff in service is one of the primary

considerations of getting the first impression that matters most. Employees'

behavior matters on customers' perceptions of service quality. The interaction

between cafeteria staff and customers, such as friendly gestures, e.g., greetings

and high levels of responsiveness, cleanliness, and quick service, is essential as

it influences satisfaction with the service quality comfortable seating and dining

area and restaurant ambiance had significantly affected the customers' intention

to return to the restaurant. Sudariet al. (2019) says that product, promotion, place

and price have positive effects on customer satisfaction of food and beverage

products.
 THEORIES LEGAL BASES

 Theory of Customer
Satisfaction  Republic Act No. 7394, also
(Kotler,2013)
known Consumer Act of the
- Indicates customer
satisfaction as a person’s Philippines of 1991
feeling of pleasure or
- The Act aims to protect the
disappointment.
interest of the consumer
 Theory of Expectancy
and promote general
Disconformity
(Oliver,1980) welfare.
- It breaks down customer
 Republic Act No. 3720
satisfaction in the context of
mental processes how under Section 2.
customers think.
- Ensure safe and good
 The Value Percept Theory quality supply of food ,
(Locke, 1967)
drug and to regulate the
- Postulates satisfaction as the
fulfillment of consumer production , sale, traffic
desires and values as
of the same to protect the
opposed to their expectations.
health of the people.

Customer’s Level of Satisfaction on Food and Beverage

Services in terms of:
 Food and beverage variety;
 Food quality;
 Price Fairness;
 Ambiance; and
 Staff

Action plan

Figure 1. Theoretical and Conceptual Framework

 Based on the study of Namkung, Y. and Jang, S., (2007), the overall food

quality significantly affects customer satisfaction and behavioral intentions and

also revealed that the relationship between food quality and customer behavioral

intentions is mediated by satisfaction. Food and beverage quality attributes such

as taste, smell, freshness, appearance, size, shape, colorcolor, gloss,

consistency, and texture play a higher role in accomplishing or surpassing

customer satisfaction and expectation to return (Dollah, Mansor, & Mohamed,

2012). In addition, the study ofPedraja Iglesias et al.(2004) shows that perceived

quality has a direct and positive impact on the level of customer satisfaction,

while, contrary to what was expected, total perceived price does not influence

that [Link] quality haswidely been considered as an essentialaspect

inthe success of any restaurant (Liu &Jang, 2009). Furthermore, Gagićet al.

(2013) found that food quality was a key contributor to customer

satisfaction and behavioral intention.

Similarly, the study of Namkung, [Link] al.,(2010) found that setting

reasonable prices and providing efficient services in a timely manner were found

to be the key to negate negative emotion. . Rothenberger (2015) also found that

customers‟ perceptions of unfair prices lead to negative outcomes, such as:

higher degree of dissatisfaction, lower levels of repurchase behaviour, negative

word of mouth, and increased customers‟ complaints. Greater support was

reported by certain scholars (Herrmann et al., 2007; Kaura, 2012) who found that

price fairness had a significant positive effect on customer satisfaction.

 Xiaetet al.(2004), definedconsumers' overall views of whether the provided

price of a seller's goods or service is truly reasonable, may be accepted, or

justified are referred to as price fairness perceptions. Particularly, customers

arelikely to rely on variousreference sources to make better judgments such as

cost of goods soldprevious prices, and rivals‟ prices when evaluating price

fairness in order to formcomparisons(Boltonet al.,2003).

Furthermore, workplace eating is frequently associated with poor quality

and wrong food choices, which have negative consequences. Tam et al. have

stated various aspects for encouraging customers to eat healthily. Institutions are

responsible for providing an environment that makes it easier for students to

make healthier food easier. Previous research indicates that many institutions'

food environments are filled with energy-dense, nutrient-poor food that may be

heavily promoted. Moreover, it is the operators' role to provide various products

in their menus that will give their customers more options to choose from. The

menu is one of the critical indicators of restaurants' marketing plans.

Physical environment is another aspect in which a restaurant can

build its competitive advantage. Physical environment consists of all the

tangible and intangible elementsthat exist inside and outside a restaurant. To

improve the physical environment, the restaurants‟managers shouldinvest

substantiallyon interior designs; decorations, floor cleanness, and other

accessories, because such expenditures are the most important

investmentsfor attracting customers (Azim et al.,2014).

 Kotler has emphasized especially the 'atmosphere of the place' in some

cases to be more influential than the product itself and popularly referred to as

"Atmospherics."It is described as the space designed to create specific emotional

effects in the customers' minds to increase their purchase probability. Spatial

layout and design factors include how machinery, equipment, furniture, artifacts,

and furnishings are arranged within a surrounding that explicitly or implicitly

communicate about the place (Ryu et al., 2012).

Additionally, social factors consist of human elements such as employees'

appearance and crowd type which typically affect customers' visual senses (Liu &

Jang 2009). Unlike physical atmospheric variables, the 'Human elements' (such

as employee professionalism, interaction, etc.) are not readily controllable (Liu &

Jang 2009; Baker et al., 2002). As atmospherics effect could occur without a

service encounter, three dimensions of dining atmospherics are identified that

seemed relevant to study undivided interest to dining space: interior design and

decor, spatial layout, and table setting.

 THE PROBLEM

Statement of the Problem

The main thrust of the study was to determine the customer’s level of

satisfaction towards food and beverage services provided by the restaurants

during the New Normal in the municipality of Ubay, Bohol.

Specifically, it sought to answer the following questions:

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

1.1 age;

1.2 gender;

1.3 civil status; and

1.4 educational attainment?

2. What is the level of satisfaction of customers in terms of:

2.1 food and beverage variety;

2.2 food quality;

2.3 price fairness;

2.4 ambiance; and

2.5 staff?

3. Based on the findings what action plan can be offered as an output of the

study?
Significance of the Study

The results of the study would be beneficial to the following:

Faculty. This study would help them provide a baseline data to improve

program for advancements on specializing food and beverage services to their

students.

HM Students. This study would help them provide additional and useful

input to develop their skills in giving satisfying services to their future guest.

Food and Beverage Owners/Operators. This would help the

establishment focus on factors or services that will cater more customers back to

their establishment.

Food and Beverage Staff. This would help them known of the qualities

that the staff should possess so they can render a full-packaged services

towards constant satisfaction of their customer.

Academe. This study would provide information and insights on providing

learning satisfaction to their students through giving satisfying services.

Future Researchers. The study would enable aspiring researchers to get

ideas and inputs on how to make their own research smoother.

 RESEARCH METHODOLOGY

Design

The researchers used a descriptive survey method of research using

adopted survey questionnaire to determine the satisfaction level of food and

beverage services in selected establishments in Ubay, Bohol, during the New

Normal.

Environment and Participants

The study was conducted in the municipality of Ubay, particularly in the

establishment of Gavene's Restaurant, Kiddies restaurant, Dizu KTV &Restobar,

and ArnsbacRestobar. Gaven's restaurant is a very quaint good restaurant

located in Poblacion, Ubay, with a vast parking space. Kiddies restaurant offered

more seafood specialties located in Col. Mariano Garces St, Ubay. Dizu KTV

&restobar is an indoor and outdoor dining restaurant that has a good

entertainment through their scheduled live bands in Purok 5, Bood, Ubay.

ArnsbacRestobar is a restaurant offers food and drinks and entertainments

through their scheduled live bands.

The purposive sampling method was employed in this study wherein

regular customers and diners were considered the participants. There werebe 43

respondents per establishment in the [Link] was asked from the

customers if they are willing to answer the survey questionnaire observing high

ethical standards.

The town of Ubayis well known for its best ecotourism destinations.

Visitors from other places often visit and experience exciting places such as

Ubay Stock Farm, Capayas Dam, UbayAgri-Park, and impressive rolling

mountains that make Ubay an exciting place for adventure.

Figure [Link],Bohol Map

Instrument

The researchers adopted a questionnaire from the study of

sAbuRashedOsmana , TazkiaHossainb , James BakulSarkar, (2018) entitled

“Investigating University Students' Satisfaction with On-Campus Cafeteria Food

Services: An Empirical Study in Perspective of Private University” to the Asian

Economic and Social Society (AESS) source.

The instrument is composed of 2 parts with 23 items; the first part is the

respondents' profile while the second part is the customers' level of satisfaction.

The level of satisfaction questionnaire can be answered based on the Likert-

scale method. The choices were: Highly satisfied (HS), which manifest a high
level of demands and fulfillment that exceeds customer's expectations;

Satisfied(S), which manifest a moderate level of demands and fulfillment; Less

Satisfied(LS), which manifest a low level of demands and fulfillment; and Not

Satisfied(NS) which manifest no demands and fulfillment.

Procedure

To achieve the study's objectives, the researchers asked an approval from

the Campus Director and permission from the Dean of the College of Technology

and Allied Sciences and noted by the Chairperson through a formal letter of

permission. The letter aimed to introduce themselves to the participants and

indicate the purpose of the study. Furthermore, the researchers also indicated

that participation in this study is voluntary, and only these willing to participate in

the study are allowed. However, due to the increasing number of Covid-19 cases

in Bohol, face-to-face contact in conducting the study was prohibited, and any

forms of media were used to gather the data.

The researchers undergone the following procedures:

1. The researchers adopted questionnaires composed of 23-item questions

that covered the different categories of establishments' food and beverage

services.

2. The questionnaire was made using Google Forms and distributed to 43

respondents in every establishmentthat totaled to 172 all in four

establishments. It was distributedwithin one (1) week period using the

 respondents’ preferred platform for the convenience and safety of both the

researchers and the respondents.

3. The distribution of questionnaire was done through online provided by the

check-up test indicating that the participants are regular customers or

diners of the particular establishment.

4. After the given period, the researchers collected the data survey from the

Google Form and then tabulated. The data gathered were examined,

analyzed, and interpreted.

Statistical Treatment

The researchers used the statistical tools in analyzing and interpreting the

data. The treatment was the frequency count and per cent distribution.

Frequency and PerCent Formula:

f
P¿ ×100 where: %= percent
n
f= frequency
n= no. of respondents
Weighted Mean Formula:

Σ×
WM= where WMS= weighted mean
n
Σ × = summation of frequency of
scale value xLegend:

Weight Scale Range Interpretation

4 Highly satisfied 3.26-4.00 Highly satisfied
3 Satisfied 2.51-3.25 Satisfied
2 Less satisfied 1.76-2.50 Less satisfied
1 Not satisfied 1.00-1.75 Not satisfied
 OPERATIONAL DEFINITION OF TERMS

The following terms were operationally defined according to their use in

the study:

Ambiance/Atmospherics. It is a term used to describe the design of

commercial spaces.

Customer Satisfaction. It is term used to indicate fulfillment that

customers derive from exceeding expectations.

Food and Beverage [Link] defined as the process of

preparing, presenting and serving of food and beverages to the customers.

[Link] friendly and generous reception and entertainment of

guests, visitors, or strangers.

Participants. It refers to diners or customers who answered the

questionnaire.

Strategic [Link] is an establishment’s strategy that aims to satisfy

customers or guests.
 Chapter 2

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter deals with the presentation, analysis and interpretation of the

gathered data on the customers’ level of satisfaction survey in Ubay restaurants

during the new normal.

Table 1 shows the data of the frequencies and percentage distribution on

the demographic profile of the participants in terms of age, sex, civil status and

educational attainment.

Age. Majority of the respondents are in the range of 20-29 years old which

comprises 62.2% of the total respondents, followed by, 20 and below years old,

30-39 years old, next was 40-49 years old and lastly, 50-59 years old. According

to Food Surveys Research Group in United States, (2007-2008), young adults

(20-29 years) consume approximately 40% of their total daily energy away from

home.

Sex. Male respondents got the highest rank of 54.1% which is more than

of female respondents with 45.9%. Based on the study of Driskell,Scales (2006)

on “Differences Exist in the Eating Habits of University Men and Women at Fast-

food Restaurants”, a significantly higher percentage of men (84%) than women

(58%) reported typically eating fast food restaurants for lunch at least once

weekly and more men reported typically eating everything ordered at fast-food

restaurants.
 Civil [Link] highest number of respondent status is single and the

lowest is divorce. The study of Valdez, C. et al.(2020) on Influence of Restaurant

Attributes to Customers Dining Experience found out that out of 305 customers of

registered casual dining restaurants in Batangas province, majority of the

respondents are single.

Educational Attainment. The data presented that majority of the

respondent is in the level of tertiary level in their educational attainment.

According to Boston Metropolitan Area alone, there were over 250, 000 college

students that within this populous group exists a unique individuals and mostly

restaurants are more appealing and attractive to the nation’s growing number of

college students.

Table 1
Demographic Profile of the Participants
n=172
1.1 Age Frequency Percentage
(F) (%)
20 and below 47 27.3
20-29 107 62.2
30-39 14 8.2
40-49 3 1.7
50-59 0 0
60-above 1 0.6
1.2 Sex
Male 93 54.1
Female 79 45.9
1.3 Civil Status
Single 169 98.3
Married 2 1.1
Divorce 1 0.6
Widow 0 0
1.4 Educational Attainment
Primary 7 4.1
Secondary 34 19.8
Tertiary 131 76.1
 Table 2.1 showed that the highest level of satisfaction based on the

questions in the category level of satisfaction on food and beverage variety is

item number 1 which is ‘a sufficient number of food and drinks choices are

available’ with 3.15 weighted mean score. While the lowest level is item number

2 which is ‘the choices of foods available allow me to meet dietary needs such as

low fat and diabetes’ with 2.96 weighted mean score. Moreover, the data shows

that the respondents are satisfied in food and beverage variety.

Table 2.1
Level of Satisfaction on Food and Beverage Variety
n=172
Food and Beverage Variety Weighted Description
mean

1 A sufficient number of food and drinks 3.15 S

choices are available.
2 The choices of foods available allow me to 2.96 S
meet dietary needs such as low fat and
diabetes.

3 The choices of foods available allow me to 3.03 S

meet my cultural and ethnic preferences.

4 Special meals and promotions are offered 3.03 S

frequently.
Average 3.04 S

Legend:
Range Scale Interpretation

3.26-4.00 HS Highly Satisfied

2.51-3.25 S Satisfied
1.76-2.50 LS Less Satisfied
1.00-1.75 NS Not satisfied
 As reflected in Table 2.2 on the level of satisfaction on food quality, the

highest weighted mean score is item number 1, The quality of food is good.

While the lowest score is item number 5, Foods are always the same quality.

Additionally, the data shows that the respondents are highly satisfied on Food

Quality with a total weighted mean score of 3.26.

Table 2.2
Level of Satisfaction on Food Quality
n=172

Food Quality Weighted Description

mean

1 The quality of food is good. 3.37 HS

2 The appearance of the food is good. 3.30 HS

3 The taste/flavor of the food is good. 3.28 HS

4 The quality of the ingredients used is 3.24 S

good.

5 Foods are always the same quality 3.08 S

Average 3.26 HS

Table 2.3 showed that the highest level of satisfaction based on the

questions in the category level of satisfaction on price fairness is item number 3,

‘I am satisfied with what I get for what I give’ with 3.16 weighted mean score.

While the lowest term is number 2, I usually accept changes in prices with 3.00

weighted mean score. Moreover, the data shows that the respondents are

satisfied in Price Fairness.

 Table 2.3

Level of Satisfaction on Price Fairness

n=172

Price Fairness Weighted Description

mean

1 I consider the foods’ prices as acceptable. 3.07 S

2 I usually accept changes in prices. 3.00 S

3 I am satisfied with what I get for what I 3.16 S

give.

Average 3.08 S

Table 2.4 showed that the highest level of satisfaction based on the

questions in the category level of satisfaction on ambiance is item number 3

which is ‘Cleanliness is good’ with 3.30 weighted mean score. While the lowest

term is number 5 which is ‘Noise is at minimal level’ with 2.98 weighted mean

score. Moreover, the data shows that the respondents are satisfied in Ambiance.

Table 2.4

Level of Satisfaction on Ambiance/Atmospherics

n=172
Ambiance/Atmospherics Weighted Description
mean
1 I always have a place to sit. 3.21 S
2 The seats are comfortable. 3.22 S
3 Cleanliness is good. 3.30 HS
4 I like the decorations of the 3.17 S
restaurants.
5 Noise is at minimal level. 2.98 S
6 I am pleased with the opening hours. 3.13 S

Average 3.17 S
 As reflected in Table 2.5 on the level of satisfaction on staff, the highest

weighted mean score is item number 1The staffs are clean and neat. While the

lowest score is item number 5, The serving line moves fast. Additionally, the data

shows that the respondents are satisfied towards the Staffs with a total weighted

mean score of 3.12.

Table 2.5

Level of Satisfaction towards the Staff

n=172
Weighted Description
Staff mean
1 The staff is clean and neat. 3.26 HS
2 The staff is friendly. 3.16 S
3 I feel easy to talk with staff when I am 3.09 S
served.
4 The staff smiles and greet me when i am 3.09 S
served.
5 The serving line moves fast. 3.02 S
Average 3.12 S

As shown in the Table 2.6, the overall data have shown that the

customers are not highly satisfied of food and beverage variety, price fairness,

ambiance and staffs. However, they are highly satisfied of their food quality.

Food and beverage variety received a weighted mean of 3.04, indicating

Satisfied. The explanation for this could be reinforced by Cousins and Weekes'

2020 study, which found that the nature and types of food and beverages on

offer are becoming more diverse. The food and beverage service is the vital link

between clients and the establishment's menu, beverages, and other services.
 It ranked satisfied with a weighted mean of 3.08 in the category of Price

Fairness, which is fourth from the highest among the factors in the level of

satisfaction. Namkung, [Link] al., concluded that setting affordable pricing and

offering efficient services in a timely manner were the keys to avoiding

unpleasant feeling in a study published in [Link] study supported the

result above which was reported by certain scholars (Herrmann et al., 2007;

Kaura, 2012) found that price fairness had a significant positive effect on

customer satisfaction. This could be the reason why price fairness rank second

lowest in the satisfaction level among the categories of which one of the

questions customers answer the lowest in rank is that they usually accept

changes in the prices.

Staff is ranked 3rd, with a weighted mean of 3.12, which indicates

Satisfied. Human components such as employee look and crowd type are

examples of social factors that influence customers' visual perception (Liu & Jang

2009). Human components (such as staff professionalism, interaction, and so on)

are more difficult to manage than physical atmospheric variables.

The ambience or atmospherics ranked second in the categories with a

weighted mean of 3.17 described as Satisfied. Interior design and decor, spatial

arrangement, and table setup were recognized as three elements of dining

atmospherics in the studyLui and Jang of 2009, which looked significant to

studying undivided interest in dining space. Based on the responses received in

the study, this category is only satisfied, but it is ranked second, implying that it

has a significant impact on the customer's level of satisfaction.

The Food Quality category of which solely got a highly satisfied level with

a weighted mean of 3.26 is one of the factors in the study of Namkung, Y.,and

Jang, S., in 2007, is that overall food quality strongly influences customer

satisfaction and behavioral intentions, and that the relationship between food

quality and consumer behavioral intentions is mediated by satisfaction.

Furthermore, food and beverage quality attributes such as flavor, smell,

freshness, appearance, size, shape, color, gloss, consistency, and texture have

a greater influence in achieving or exceeding customer satisfaction and return

expectations (Dollah, Mansor, & Mohamed, 2012). The study of Gagićet al.

(2013) also found that food quality was a key contributor to customer

satisfaction and behavioral intention.

Table 2.6

Level of Satisfaction on Food and Beverage Services

Category Weighted Descriptio Rank

Mean
n
Food and beverage variety 3.04 S 5th
Food quality 3.26 HS 1st
Price fairness 3.08 S 4th
Ambiance/atmospherics 3.17 S 2nd
Staff 3.12 S 3rd
Overall Weighted Mean 3.13 S

Chapter3
 SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

This chapter presents the summary of findings, conclusions, and

recommendations drawn from the findings.

Summary of Findings

The goal of the study was to determine the customers’ level of satisfaction

towards the food and services of the restaurants in the town of Ubay. Based on

results, analysis and interpretation of the gathered, the following were the

findings: Firstly, since the greatest number of respondents were below 39 years

of age and within the range, 20-29 years old comprises a bigger portion of this

group. With a majority of male and college level. These were the people who

have experienced dinning in 1 of the 4 restaurants in Ubay. This data is important

in the study since the respondent’s level of satisfaction primarily reflects on the

profile of respondents. Thus, the responses depend only on the preference of the

customers who answered the questionnaire and not on the entire dining

customers across the ages and all year round since the study was conducted

only in the last quarter of the year. The type of group greatly affects the main

objective of the study since this is a descriptive survey study. Secondly, the

overall level of Customers satisfaction is only Satisfied, which implies there is a

big room for improvement. Note, that majority of the respondents were college

level this would mean that they have understanding on the survey questions they

have answered and this was anchored in the study of Yuksel, A and Yuksel in
2008 which states that the theory of the value percept meant that satisfaction is

an emotional response that is triggered by a cognitive evaluative process in

which the perceptions of an offer are compared to one's values, needs, wants or

desires.

Conclusions

The level of satisfaction of customers in the food and beverage variety,

price fairness, ambience and staff were satisfied while the level of satisfaction in

terms of food quality is highly satisfied.

The study also found that customers are satisfied with the food and

beverage services offered by restaurants during the New Normal in the

municipality of Ubay, Bohol.

Furthermore, the study found that there is a need to increase various

aspects of customer satisfaction in order to make customersreally satisfied.

However, the study found that the restaurants in the town of Ubay are providing

good food and beverage services to their consumers based on the tables shown

in the previous chapter.

Recommendations

Based on the formulated conclusions on the study, the researchers

recommend the following:

1. The restaurant owners must conduct evaluation in a form of survey

checklist or must have a drop box for comments and suggestion to

further have a basis on how to improve food and beverage services.

2. The establishment must offer a wider variety of food and beverage

services since there are only a few numbers of restaurants in Ubay

and dinning in one restaurant repeatedly would lead the costumers to

find another set of menus.

3. Since price fairness is the second lowest rank in the category,

restaurant owners must consider price range. An excellent example of

this is to include on the menu or give alternative prices for the same

menu based on serving sizes or portions, so that people in groups,

duals, or solos can choose the serving size that is proportional to the

price.

4. Conduct further studies in a qualitative approach on what factor affects

most on the customers’ satisfaction in a restaurant.

 Proposed Action Plan

2022-2023 Calendar

Activity Objective Description Resources Needed Time Persons Budget

Frame Involved
[Link] To enhance The meal planning Internet, BFAD, All year Manager/ Depending
Planning variety of food involves boosting Community Data round owner on the
and beverages. healthy food choices. gathered from menu.
It is associated with evaluation conducted
food variety and diet by restaurants or the
quality. municipality if
available.
[Link] To review prices This is a method to Market data on supply Quarterly Manager/ 2, 000.00
Strategy depending on the establish the best and demand, supplier owner,
menu served. price of product or with cheaper prices, market
To give promos or services item classification analyst
discounts to group based on sales.
of people.
3. Re- To revisit basic Provide employees Audio-visual 2 days by Manager, 10, 000.00
orientation, restaurant with an introduction presentation, notes, batch to speaker
Training and etiquette. and education in the pens and other ensure and staff
Seminars of To establish organization. Create materials necessary there are
Staffs professionalism harmonious for training. still staff
among staff. relationship, team who will
building and rapport. attend to
Setting a high the need
standard in dealing of the
with customers. customer
s.
[Link] To attract more Setting a picture- Furnitures, decorative Every Manager/ 10, 000 –
Restructurin customers. perfect spot is one of materials, reusable quarter or owner, 20, 000
g the reasons to textile, paints and every interior
structure a restaurant other necessary celebratio designer,
especially in this time materials depending ns like, staff for
of online social on the theme. Christma man
media. The more s, new power
people post year,
something on the graduatio
internet the more it n,
invites costumers to valentine
dine due to good s, etc.
visual quality to flex
online.
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 APPENDIX A
Instrument
Questionnaire
CUSTOMERS’ LEVEL OF SATISFACTION TOWARDS FOOD AND BEVERAGE
SERVICES IN SELECTED FOOD ESTABLISHMENT OF UBAY, BOHOL
DURING THE NEW NORMAL
DIRECTIONS:
1. This is a survey questionnaire intended for customers to assess their level of

satisfaction. Kindly check (/) the space provided before the statement that

corresponds to your answers.

2. Please accomplish this questionnaire very carefully and honestly. Rest assured

that any information that you supply will be treated with the greatest

confidentiality and anonymity.

I. Demographic profile
I.1 Age:
___20 years old and below ___20-29 years old

___30-39 years old ___40-49 years old

___50-59 years old ___60 years old and above

1.2 Gender:

___Male ___Female

1.3 Civil Status:

____Single ___Married

___Divorce ___Widow

1.4 Educational Attainment:

Primary:_________
Secondary:_______
Tertiary:_________
II. Level of Customer Satisfaction in terms of food and beverage services

provided by the food and beverage establishments

HS- Highly Satisfied (manifest high level of demands and fulfilment which exceeds
customer’s expectations)
S- Satisfied (manifest moderate level of demands and fulfilment)
LS- Less Satisfied (manifest low level of demands and fulfilment)
NS- Not Satisfied (manifest no demands and fulfilment).

Statement/Description HS S LS NS

Food and Beverage Variety

1. A sufficient number of food and drinks choices are

available.
2. The choices of foods available allow me to meet
dietary needs such as low fat and diabetes.
3. The choices of foods available allow me to meet
my cultural and ethnic preferences.
4. Special meals and promotions are offered
frequently.
Food Quality

5. The quality of food is good.

6. The appearance of the food is good.

7. The taste/flavor of the food is good.

8. The quality of the ingredients used is good.

9. Foods are always the same quality

Price Fairness

10. I consider the foods’ prices as acceptable.

11. I usually accept changes in prices.

12. I am satisfied with what I get for what I give.

Ambiance/Atmospherics

13. I always have a place to sit.

14. The seats are comfortable.

15. Cleanliness is good.

16. I like the decorations of the restaurants.

17. Noise is at minimal level.

18. I am pleased with the opening hours.

Staff

19. The staff is clean and neat.

20. The staff is friendly.

21. I feel easy to talk with staff when I am served.

22. The staff smile and greet me when i am served.

23. The serving line moves fast.

 APPENDIX B
Letter
Republic of the Philippines
BOHOL ISLAND STATE UNIVERSITY
College of Technology and Allied Sciences
Zamora, Bilar, Bohol

PERKIN PETTER ONG

Manager/Owner
Kiddies Restaurant
Poblacion,Ubay, Bohol

Sir:
Greetings!
We, the undersigned third-year students taking up the degree of Bachelor of
Science in Hospitality Management of Bohol Island State University- Bilar
Campus, Zamora, Bilar, Bohol are currently conducting a research study entitled,
“CUSTOMERS’ LEVEL OF SATISFACTION TOWARDS FOOD AND
BEVERAGE SERVICES OF UBAY RESTAURANTS IN THE NEW NORMAL”.

In view of this, the researchers would like to seek permission from your good
office to allow us to conduct a study in your respective establishment where food
and beverage services and guest satisfaction are located. With your approval,
the results of the study could provide insights as to the strategic services
provided by food and beverage establishments that manifest level of satisfaction
of the potential customers.

You may be assured that the identities of the customers will be kept fully
confidential. Hoping for your kind approval and consideration
I am looking forward to your positive response on this matter.
Thank you very much and God bless!

Very truly yours,

SHERWIN G. IBALE PRINCE JAPHET O. ESTILLORE RIZA [Link]

The Researchers
Noted By:
(Sgd.) HERSHEYLOU M. CABIG
Adviser
Recommending Approval:
(Sgd.) NELIA Q. CATAYAS, Ph. D.
Chairperson DHMIT
(Sgd.) ARLEN B. GUDMALIN, Ph. D.
Dean, CTAS
 APPENDIX C
Letter
BOHOL ISLAND STATE UNIVERSITY
Bilar Campus, Zamora, Bilar, Bohol

October 13,2021

MARIETTA C. MACALOLOT,Ph.D
Campus Director
BISU -Bilar Campus

Greetings!

We, the undersigned 3rd year students taking up the degree of Bachelor of
Science in Hospitality Management of Bohol Island State University- Bilar
Campus, Zamora, Bilar, Bohol are currently conducting a research study
entitled"CUSTOMERS’ LEVEL OF SATISFACTION TOWARDS FOOD AND
BEVERAGE SERVICES IN SELECTED FOOD ESTABLISHMENT OF UBAY,
BOHOL DURING THE NEW NORMAL”.
In line with this, the researcher would like to ask permissions through the Dean of
College of Technology and Allied Sciences as well as the Campus Director to
conduct a study in Carmen, Bohol wherein this examines the customers
perception of restaurant.

We are looking forward to your positive response on this matter. Thank you very
much and God bless!

Respectfully yours,

SHERWIN G. IBALE RIZA QUIBOL PRINCE JAPHET ESTILLORE

Researcher Researcher Researcher

Noted: Recommending Approval:

HERSYLOU M. CABIG ARLEN B. GUDMALIN,[Link] PIOLLO

Thesis Adviser Dean, CTAS Chairperson

Approved:
MARIETTA C. MACALOLOT,PH.D
Campus Director
 APPENDIX D

Photo Documentation

Meeting with the Managers of the Establishment for a Permission to

Conduct
Gathering of Data
 APPENDIX E
Overall Raw Data

I. Personal Profile of the Participants

2 Age
20 and below yrs. Old 47
20-29 yrs. Old 107
30-39 yrs. Old 14
40-49 yrs. Old 3
50-59 yrs. Old 0
60-above yrs. Old 1
3 Sex
Male 93
Female 79
4 Civil Status
Single 169
Married 2
Divorce 1
Widow
5 Educational Attainment
Primary 7
Secondary 34
Tertiary 131

II. Customers’ Level of satisfaction

HS-Highly satisfied; S- Satisfied; LS- Less satisfied; NS- Not satisfied
Food and Beverage Variety HS S LS NS
4 3 2 1
1 A sufficient number of food and drinks 50 101 17 4
choices are available.

2 The choices of foods available allow 41 89 36 6

 me to meet dietary needs such as low
fat and diabetes.
3 The choices of foods available allow 41 99 28 4
me to meet my cultural and ethnic
preferences.

4 Special meals and promotions are 43 98 25 6

offered frequently.

Food Quality
5 The quality of food is good. 72 84 12 4

6 The appearance of the food is good. 68 84 15 5

7 The taste/flavor of the food is good. 68 87 13 4

8 The quality of the ingredients used is 54 97 16 5

good.
9 Foods are always the same quality 46 99 22 5

Price Fairness
10 I consider the foods’ prices as 42 106 18 6
acceptable.

11 I usually accept changes in prices. 39 97 33 3

12 I am satisfied with what i get for what i 56 90 23 3

give.
Ambiance
13 I always have a place to sit. 58 94 18 2

14 The seats are comfortable. 65 83 20 4

15 Cleanliness is good. 73 78 16 5
16 I like the decorations of the 61 84 23 4
restaurants.
17 Noise is at minimal level. 46 84 35 7
18 I am pleased with the opening hours. 47 102 21 2
Staff
19 The staff is clean and neat. 67 83 16 6

20 The staff is friendly. 57 89 23 3

21 I feel easy to talk with staff when I am 53 87 26 6
served.
22 The staff smile and greet me when i 52 88 27 5
am served.
23 The serving line moves fast. 41 98 29 4

RESEARCHER’S BIODATA
PERSONAL BACKGROUND

Name : Sherwin G. Ibale

Residence :Tapal, Ubay, Bohol

Gender : Male

Civil Status : Single

Place of Birth : Purok 6, Tapal, Ubay, Bohol

Citizenship : Filipino

Age : 23

Date of Birth : October 08,1998

Parent : [Link] Ibale

Email address : sherwinibale3@[Link]

EDUCATIONAL BACKGROUND

Elementary Level : Tapal Elementary School

Tapal, Ubay, Bohol

Secondary Level : Tapal Integrated School

Tapal, Ubay,Bohol

Tertiary Level : Bohol Island State University

Zamora,Bilar,Bohol
PERSONAL BACKGROUND

Name : Prince Japhet O. Estillore

Residence : Pob. Norte, Carmen, Bohol
Gender : Male
Civil Status : Single
Age : 21
Date of Birth : April 20, 2000
Place of Birth : Carmen, Bohol
Citizenship : Filipino
Parents : Mrs. Rosie Estillore

Email address : estilloreprince123@[Link]

EDUCATIONAL BACKGROUND

Elementary Level : Carmen West Elementary School

Pob. Norte, Carmen, Bohol
Secondary Level : Saint Anthony’s Academy
Pob. Norte, Carmen, Bohol
Tertiary Level : Bohol Island State University
Zamora,Bilar,Bohol
PERSONAL BACKGROUND

Name : Riza T. Quibol

Residence : Cadap-agan, Dimiao, Bohol
Gender : Female
Civil Status : Single
Age : 21
Date of Birth : February 08, 2000
Place of Birth : Tagbilaran City
Citizenship : Filipino
Parents : FelimonQuibol
Elvira Quibol
Email address : rizaquibol08@[Link]

EDUCATIONAL BACKGROUND

Elementary Level : Oac Elementary School

Oac, Dimiao, Bohol
Secondary Level : Canhayupon National High School
CanhayuponDimiao Bohol
Tertiary Level : Bohol Island State University
Zamora,Bilar,Bohol