0% found this document useful (0 votes)
13 views20 pages

Service Quality and Customer Satisfaction Analysis at Aristocrat Restaurant

Uploaded by

requipapers
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
0% found this document useful (0 votes)
13 views20 pages

Service Quality and Customer Satisfaction Analysis at Aristocrat Restaurant

Uploaded by

requipapers
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

CHAPTER 4:

RESULTS AND DISCUSSION

This chapter presents a comprehensive analysis of relevant literature, including key

concepts, related studies, and significant findings that support the current research. It explores

the relationship between service quality and customer satisfaction within the context of

Aristocrat Restaurant, Roxas Boulevard. The gathered information offers valuable insights into

how various aspects of service—such as responsiveness, reliability, assurance, empathy, and

tangibles—impact the overall dining experience. These perspectives serve as a strong foundation

for understanding how service quality can be strategically enhanced to improve customer

satisfaction in the hospitality industry.

Presentation of Findings

1. Respondents’ Profile

Gaining insights into the demographic profile of respondents helps in understanding their

service expectations and how their experiences might differ based on age, gender, and purpose of

visit. This section presents the summarized results of the customers' age, sex, and reasons for

dining at Aristocrat Restaurant.

Table 1

Age Profile of Respondents

Statistic N Mean Median Minimum Maximum

Value 315 32.4 29 17 68


Table 1 presents the age distribution of respondents. The average age is 32.4 years, while

the median is 29, indicating that many diners are likely in their late twenties to early thirties. The

youngest respondent was 17, and the oldest was 68, suggesting that the restaurant caters to a

wide range of age groups, from teenagers to older adults. This range implies that the restaurant

appeals across generations, which is consistent with its identity as a family-oriented, heritage-

rich establishment. The median value being slightly lower than the mean suggests that there is a

younger skew in the customer base.

This wide age range may reflect the restaurant’s strength in maintaining a loyal customer

base while still appealing to newer, younger generations. Younger diners may prioritize

ambiance, affordability, and convenience, while older customers might focus on food

authenticity, comfort, and tradition. Therefore, Aristocrat Restaurant's ability to meet such a

diverse range of needs may contribute to its enduring popularity. These insights are valuable for

tailoring services such as marketing campaigns, menu adjustments, and seating arrangements to

better cater to various age segments.

Table 2

Sex Distribution of Respondents

Sex Count Percentage

Male 168 53.3%

Female 147 46.7%

Table 2 displays a nearly even distribution of respondents by sex, with males making up

53.3% and females 46.7%. This balance indicates that the customer satisfaction data collected is

well-represented across genders. The slight majority of male respondents could suggest a higher
engagement among men in dining out or participating in surveys during the collection period.

However, the close figures overall demonstrate that Aristocrat Restaurant is appealing and

accessible to both men and women, which is crucial in evaluating service preferences from

different perspectives.

This gender-balanced data also allows the restaurant to evaluate if any gender-specific

service enhancements are necessary. For instance, ambiance, food portion sizes, menu offerings,

and staff interaction styles may resonate differently with men and women. Understanding that

both genders are almost equally represented enables the restaurant to maintain inclusivity while

ensuring that both male and female guests feel equally valued and satisfied with their dining

experiences.

Table 3

Purpose of Visit

Purpose of Visit Count Percentage

Casual dining 228 72.0%

Special occasion 108 34.0%

Business reasons 30 10.0%

Take out 21 7.0%

Table 3 shows that a significant portion of respondents visited Aristocrat Restaurant for

casual dining (72%), followed by special occasions (34%). This suggests that the restaurant is

commonly chosen for everyday meals, which supports its positioning as a go-to spot for comfort

food and relaxed family gatherings. The high number of guests dining casually may reflect the

restaurant’s approachability, affordability, and familiarity to many customers. Meanwhile, the


notable portion dining for special occasions emphasizes the restaurant's dual function as both a

casual hangout and a celebratory venue.

Although fewer customers cited business meetings (10%) and take-out orders (7%) as

their reasons for visiting, these segments still represent niche markets that Aristocrat can tap into.

For example, improving take-out packaging or promoting function rooms for business gatherings

can cater to these smaller, yet valuable groups. Overall, the variety in dining purposes showcases

Aristocrat Restaurant’s versatility in meeting both every day and event-based dining needs. This

insight can guide the restaurant in designing flexible marketing promotions and service strategies

to maintain and grow each customer segment.

2. Level of Service Quality and Customer Satisfaction Based on Key SERVQUAL

Dimensions at Aristocrat Restaurant

Table 4

Tangibility: Cleanliness, Setting, Food Presentation, and Staff Attire

Item Highly Dissatisfied Satisfied Highly Mean Verbal


Dissatisfie Satisfied Interpretatio
d n
Cleanliness of 6 6 134 169 3.48 Highly
Facilities Satisfied
Dining Room 4 21 141 149 3.38 Highly
Setting Satisfied
Presentation of 5 5 69 236 3.7 Highly
Food Satisfied
Proper Attire 5 5 68 237 3.7 Highly
of Staff Satisfied
Overall 3.57 Highly
Tangibility Satisfied
Mean

Note. 4.00 – 3.00 = Highly Satisfied; 2.99 – 2.00 = Satisfied; 1.99 – 1.00= Dissatisfied; 1.00 –
0.99= Highly Dissatisfied.
Tangibility received an overall mean of 3.57, which falls under the “Highly Satisfied”

category. Among the individual items, presentation of food and staff attire earned the highest

ratings (3.70), highlighting that customer highly value visual appeal and professional appearance.

Cleanliness also scored well (3.48), while dining room setting, though still rated positively at

3.38, emerged as the lowest among the four.

This implies that while guests are pleased with the restaurant’s food presentation and

polished staff, there are some minor reservations regarding space layout and ambiance. Thematic

feedback echoed concerns about limited seating areas and exposed bussing stations, which may

have influenced perceptions. According to Gurus (2023), physical surroundings significantly

influence service perception. Thus, enhancements in layout and comfort could push tangibility

ratings even higher and enrich the customer experience further.

Table 5

Empathy: Compassion, Attentiveness, Speed of Service, and Understanding

Item Highly Dissatisfie Satisfied Highly Mean Verbal


Dissatisfie d Satisfied Interpretatio
d n
Compassion 7 4 101 203 3.59 Highly
Satisfied
Attentiveness 3 10 77 225 3.66 Highly
Satisfied
Speed of service 7 11 107 190 3.52 Highly
Satisfied
Understanding 5 5 78 227 3.67 Highly
Satisfied
Overall Mean 3.61 Highly
Satisfied

Note. 4.00 – 3.00 = Highly Satisfied; 2.99 – 2.00 = Satisfied; 1.99 – 1.00= Dissatisfied; 1.00 –
0.99= Highly Dissatisfied.
Empathy received a strong overall mean of 3.61, indicating that customers feel genuinely

cared for and understood. The highest-rated item was understanding at 3.67, followed closely by

attentiveness (3.66), showing that guests felt staff paid close attention to their specific needs.

While speed of service received the lowest score in this set (3.52), it still fell within the “Highly

Satisfied” category.

Despite positive results, the slightly lower rating for speed of service could reflect peak-

time slowdowns or wait time issues which is also noted in qualitative responses. This reinforces

the importance of balancing quality attention with efficiency. These findings align with Plec and

Plec (2024), who emphasized that emotional intelligence and empathetic engagement lead to

stronger customer loyalty in full-service dining establishments like Aristocrat.

Table 6

Assurance: Security, Competence, Confidence, and Professionalism

Item Highly Dissatisfie Satisfied Highly Mean Verbal


Dissatisfie d Satisfied Interpretatio
d n
Security 5 5 99 206 3.61 Highly
Satisfied
Competence 6 5 108 196 3.57 Highly
Satisfied
Confidence 7 3 84 221 3.65 Highly
Satisfied
Professionalis 4 13 88 210 3.6 Highly
m Satisfied
Overall Mean 3.61 Highly
Satisfied

Note. 4.00 – 3.00 = Highly Satisfied; 2.99 – 2.00 = Satisfied; 1.99 – 1.00= Dissatisfied; 1.00 –
0.99= Highly Dissatisfied.

Assurance received an overall mean of 3.61, reflecting that guest trust the competence

and demeanor of Aristocrat staff. The highest score was confidence at 3.65, indicating that
customers feel secure and confident in the service they receive. Competence, while the lowest-

rated item in this dimension, still received a commendable 3.57, suggesting staff generally

demonstrate adequate knowledge and skill.

These results imply a stable and trusted service environment. However, continuous

training can help elevate assurance further, especially in consistently demonstrating expertise.

Plec and Plec (2024) noted that assurance, built on professionalism and staff skill, is key to

creating trust-based dining relationships. At Aristocrat, this trust is well-established and

contributes significantly to the restaurant’s reputation for reliability.

Table 7

Responsiveness: Hospitality, Courtesy, Active Listening, and Assistance

Item Highly Dissatisfied Satisfied Highly Mean Verbal


Dissatisfied Satisfied Interpretatio
n
Hospitality 5 5 77 228 3.68 Highly
Satisfied
Courtesy 6 4 90 215 3.63 Highly
Satisfied
Active 6 6 75 228 3.67 Highly
listening Satisfied
Assistance 5 7 74 229 3.67 Highly
Satisfied
Overall 3.66 Highly
Mean Satisfied

Note. 4.00 – 3.00 = Highly Satisfied; 2.99 – 2.00 = Satisfied; 1.99 – 1.00= Dissatisfied; 1.00 –
0.99= Highly Dissatisfied.

Responsiveness earned the highest average rating among all dimensions, with an overall

mean of 3.66. Respondents were most pleased with hospitality (3.68), followed closely by active

listening and assistance (both 3.67). Courtesy was rated slightly lower at 3.63, but still falls

under “Highly Satisfied.”


This consistently strong performance indicates that staff are approachable, helpful, and

responsive to customer needs. Luo et al. (2019) emphasized that responsiveness, especially in

quickly attending to guests, is central to service satisfaction. Aristocrat’s high scores in this area

affirm its strength in providing a warm and attentive environment, making it one of the

restaurant’s standout service traits.

Table 8

Reliability: Trustworthiness, Accountability, Consistency, and Food Quality

Item Highly Dissatisfie Satisfied Highly Mean Verbal


Dissatisfie d Satisfied Interpretatio
d n
Trustworthines 6 4 100 205 3.6 Highly
s Satisfied
Accountability 5 4 88 218 3.65 Highly
Satisfied
Consistency 7 4 102 202 3.58 Highly
Satisfied
Quality of food 3 8 62 242 3.72 Highly
Satisfied
Overall 3.64 Highly
Reliability Satisfied
Mean

Note. 4.00 – 3.00 = Highly Satisfied; 2.99 – 2.00 = Satisfied; 1.99 – 1.00= Dissatisfied; 1.00 –
0.99= Highly Dissatisfied.

Reliability earned an overall mean score of 3.64, placing it within the “Highly Satisfied”

range. Among all individual SERVQUAL indicators, quality of food stood out with the highest

mean of 3.72, which strongly reinforces Aristocrat Restaurant’s reputation for consistently

delivering flavorful and satisfying Filipino dishes. Respondents also gave high marks to

accountability (3.65) and trustworthiness (3.60), suggesting that customers generally believe the
restaurant honors its service promises and handles guest needs responsibly, whether it be food

delivery, accurate billing, or table service. Consistency, while slightly lower at 3.58, still reflects

positive sentiment, indicating that the service quality remains dependable across different

customer experiences.

These results affirm the importance of maintaining reliable service across all touchpoints

of the dining experience. Fornell et al. (1996) and Anderson et al. (1997, as cited in Villanueva et

al., 2023) emphasized that consistent and reliable delivery builds trust, which in turn fosters

repeat patronage and word-of-mouth loyalty. Aristocrat’s performance in this dimension

suggests that the establishment is meeting these expectations. However, to further strengthen

customer retention, management may consider reinforcing staff routines and systems that ensure

uniformity in meal preparation, customer communication, and timing, especially during high-

volume periods. Reliability remains a critical component in preserving Aristocrat’s legacy and

sustaining its loyal customer base in an increasingly competitive restaurant landscape.

3. Relationship Between Customer Satisfaction and Service Dimensions at Aristocrat

Restaurant

Ho: There is no significant difference between the level of satisfaction of customer in Aristocrat

Restaurant and the service dimension.

To determine how each SERVQUAL dimension affects overall satisfaction at Aristocrat

Restaurant, multiple regression analysis was conducted. This statistical approach tested whether

differences in satisfaction ratings across the five service quality dimensions, tangibility,

reliability, responsiveness, empathy, and assurance, were significantly associated with the

customers' overall satisfaction.


Table 9

Overall Model Fit Summary (Regression Analysis)

R R² F p

0.922 0.850 350.0 <.001

Note. N = 315.

Table 9 shows the model fit indices for the regression analysis. The multiple correlation

coefficient (R = 0.922) indicates a very strong relationship between the SERVQUAL dimensions

and overall satisfaction. The coefficient of determination (R² = 0.850) shows that 85% of the

variance in customer satisfaction can be explained by the five SERVQUAL dimensions

combined. The F-value of 350.0 is highly significant (p < .001), confirming that the regression

model is a good fit for the data.

This high R² value demonstrates that service quality dimensions are substantial predictors

of customer satisfaction at Aristocrat Restaurant. The model’s strength suggests that improving

any of these five dimensions could lead to an observable increase in overall satisfaction,

affirming the hypothesis that service quality is essential to delivering excellent customer

experience in the restaurant industry.

Table 10

Model Coefficients for Predictors of Customer Satisfaction

Predictor Estimate p Interpretation

Tangibility 0.196 <.001 Significant Positive

Reliability 0.008 0.875 Not Significant

Responsiveness 0.184 0.003 Significant Positive


Empathy 0.255 <.001 Significant Positive

Assurance 0.351 <.001 Strongest Positive

Note. Dependent Variable = Overall Satisfaction Mean; N = 315.

As shown in Table 10, assurance has the strongest effect on overall satisfaction (β =

0.351, p < .001), followed by empathy (β = 0.255) and tangibility (β = 0.196). Responsiveness (β

= 0.184) is also a significant positive predictor. This means that customers who feel confident in

the staff’s knowledge and professionalism are more likely to express higher satisfaction, a result

also supported by Luo et al. (2019). Reliability, with a negligible coefficient (β = 0.008, p =

0.875), does not contribute meaningfully to predicting satisfaction in this context.

These results suggest that customers at Aristocrat Restaurant are more influenced by

personal interaction (empathy), staff confidence and knowledge (assurance), and responsiveness

to needs rather than by reliability alone. Enhancing these key interpersonal and experiential

dimensions could lead to further improvements in satisfaction. This supports the work of Plec

and Plec (2024), who emphasized that responsiveness and assurance play critical roles in

fostering service trust and satisfaction.

These findings offer practical guidance. To further increase customer satisfaction,

Aristocrat Restaurant should prioritize assurance-related improvements such as ongoing staff

training, confidence-building, and consistent professionalism. Emphasizing attentiveness and

timely response, while also elevating the physical dining environment, could also strengthen

customer loyalty. This evidence rejects the null hypothesis, confirming that there are indeed

significant differences in how each service quality dimension influences satisfaction.


4. Relationship Between Service Quality and Customer Satisfaction

Ho: There is no significant relationship between the SERVQUAL dimensions and overall

customer satisfaction at Aristocrat Restaurant.

To describe how each dimension of service quality relates to overall customer

satisfaction, Pearson product-moment correlation was used. This statistical technique helps

determine the strength and direction of the linear relationship between SERVQUAL factors and

customer satisfaction.

Table 11

Pearson Correlation Between Service Quality Dimensions and Customer Satisfaction

Predictor Pearson’s r p-value Interpretation

Tangibility 0.856 <.001 Very Strong, Positive

Reliability 0.830 <.001 Very Strong, Positive

Responsiveness 0.874 <.001 Very Strong, Positive

Empathy 0.887 <.001 Very Strong, Positive

Assurance 0.890 <.001 Very Strong, Positive

Note. Correlation is significant at the 0.05 level (2-tailed); N = 315.

As shown in Table 11, all five SERVQUAL dimensions were found to have a very strong

and statistically significant positive correlation with overall customer satisfaction (p < .001 for

all). Given these results, the null hypothesis (H₀) is rejected for each dimension, indicating that

significant positive relationships exist between perceived service quality and customer

satisfaction.
Among the five dimensions, assurance had the strongest correlation with satisfaction (r =

0.890), followed closely by empathy (r = 0.887) and responsiveness (r = 0.874). These findings

suggest that interpersonal qualities such as professionalism, attentiveness, and promptness have

the greatest impact on customer satisfaction at Aristocrat Restaurant. Meanwhile, tangibility and

reliability also demonstrated high correlations (r = 0.856 and 0.830, respectively), reinforcing the

importance of physical surroundings and consistent service delivery, albeit slightly less than

emotional and interactive service components.

These results align with the findings of Plec and Plec (2024) and Luo et al. (2019), who

emphasized that emotional and relational factors, such as assurance and empathy, play a stronger

role in shaping customer satisfaction. The strength of these correlations provides strong support

for the SERVQUAL model's applicability and validity in a restaurant service context,

particularly in customer-facing service environments.

5. Identification of Areas for Improvement Based on Satisfaction Scores

To pinpoint which aspects of service may need refinement, a comparison of average

satisfaction ratings across all five SERVQUAL dimensions was conducted. This helps reveal

strengths and potential gaps in the customer experience, providing clear direction for service

enhancement efforts.

Table 12

Mean Scores of SERVQUAL Dimensions for Customer Satisfaction

Dimension Mean Verbal Interpretation

Tangibility 3.57 Highly Satisfied

Reliability 3.64 Highly Satisfied


Responsiveness 3.66 Highly Satisfied

Empathy 3.61 Highly Satisfied

Assurance 3.61 Highly Satisfied

Note. 4.00 = Highly Satisfied; 3.00–3.99 = Satisfied; 2.00–2.99 = Dissatisfied; 1.00–1.99 =

Highly Dissatisfied.

All five SERVQUAL dimensions fall under the “Highly Satisfied” range, with scores

above 3.50. Responsiveness (M = 3.66) and reliability (M = 3.64) received the highest ratings,

which suggest customers perceive Aristocrat staff as prompt, helpful, and dependable. These

areas reflect the restaurant’s operational strengths, indicating that core service functions are well-

executed and positively received by patrons.

Despite high overall satisfaction, tangibility (M = 3.57) emerged with the lowest score

among the five dimensions. While still positive, this suggests the physical aspects of the

restaurant such as facility cleanliness, spatial arrangement, or ambiance, may not fully meet

guest expectations. Feedback from the thematic analysis supports this, with customers pointing

out issues like tight seating, exposed bussing areas, and limited waiting space. Addressing these

specific concerns by improving layout and atmosphere may elevate the dining experience and

reinforce the restaurant’s high service reputation.

6. Strategic Recommendations Based on Thematic Analysis of Customer Feedback

To complement quantitative data, a thematic analysis of customer comments was

conducted to identify recurring patterns in feedback. The themes were categorized based on

SERVQUAL dimensions and aligned with customer experiences shared through open-ended
survey responses. The insights offer a nuanced understanding of customer satisfaction and areas

requiring strategic improvement.

Positive Experiences and Contributing Factors

1. Food Quality and Taste

The most frequent and enthusiastic praise was directed at the taste and presentation of

food. Respondents described their meals as “super delicious food,” “great serving and fast,” and

“everything was honestly delicious.” Signature Filipino dishes like kalderetang baka, sinigang

na tiyan ng bangus, and shanghai received repeated praise. Customers also appreciated the

generous portions and affordability, noting statements like, “Got a huge portion of delicious food

that they have,” and “Perfect when you want to treat yourself.”

These results support the assertion by Adriatico et al. (2020) that product quality and

food presentation directly shape customer satisfaction in restaurants. According to Marcella and

Aribowo (2024), food attributes such as flavor, authenticity, and portion size significantly

influence service perception and repeat patronage.

2. Staff Service and Attentiveness

Many customers praised staff behavior, describing them as “friendly,” “very

accommodating,” “great staff,” and “attentive.” Specific comments include “The staff is polite

and attentive,” and “great serving and good food.” Some respondents also noted familiarity with

the restaurant improved their overall comfort and trust.


This confirms the findings of Luo et al. (2019), who stated that staff demeanor, courtesy,

and attentiveness are central to perceived service quality. Plec and Plec (2024) likewise

emphasized the emotional and relational value of empathetic service interactions in hospitality

settings.

3. Cleanliness and Ambience

Cleanliness was a standout point for many respondents. Phrases like “very clean place,”

“malinis at mabango yung CR,” and “nice comfort room very clean” were frequently mentioned.

Additionally, ambiance was described as “relaxing,” “cozy,” and “great for family gatherings.”

Several respondents noted, “The interiors have been upgraded, providing a more comfortable

dining experience.”

These insights reflect the SERVQUAL tangibility dimension and echo Gurus (2023),

who highlighted that a clean, comfortable, and aesthetically pleasing environment is a powerful

driver of customer satisfaction in food service settings.

4. Accessibility and Spaciousness for Groups and Families

Respondents appreciated Aristocrat’s group-friendly design, noting “Big serving good for

big family” and “Perfect for family.” This feedback affirms the restaurant’s appeal as a go-to

venue for group events and family meals.

Wilson (2019) emphasized that dining establishments succeed not only through food but

by creating shared social experiences. Such familial and community-centered features directly

enhance customer loyalty and perception.


Negative Experiences and Areas for Improvement

1. Unprofessional Staff Behavior and Noise

While most staff interactions were praised, a few respondents highlighted lapses. One

shared, “Some of their service crew is talking behind of us, it can give disturbance to others,”

while another wrote, “When at work just be quiet, medyo maingay kasi ang mga boys na staff.”

These comments point to occasional unprofessionalism and noise disturbances, which can affect

the restaurant’s image.

According to Plec and Plec (2024), assurance and professionalism are essential for

sustaining customer trust. Negative behaviors, even isolated ones, can compromise service

reliability and satisfaction.

2. Cramped Space and Layout Issues

Several customers mentioned discomfort due to the restaurant’s layout. One stated,

“Sumikip yung place hindi katulad noon,” and another said, “Make it more spacious.” A third

remarked, “yung bassing area nila is expose masyado sa mga guest or customer,” indicating a

need for better spatial design and privacy.

Rahman (2022) found that tangibility factors like layout and spatial efficiency influence

customer perception more than managers typically realize. Optimizing physical structure

improves both ambiance and perceived professionalism.


3. Limited Food Variety and Dietary Considerations

Although food quality was praised, some respondents desired a more inclusive menu.

Suggestions included, “Add variety of food for baby’s and toddler,” and “More vegetarian

options on the menu.” Customers also mentioned a desire for new seasonal or specialty offerings.

Biswas and Verma (2022) emphasized that menu diversity contributes to perceived value

and enhances customer retention, especially in family-centric restaurants where dietary needs

vary.

4. Pricing Concerns and Value Perception

While many respondents found the food affordable, others questioned value. One stated,

“Some of the dishes did feel a bit pricey for the size,” and another said, “Decrease price.” These

responses suggest a need to reassess price-to-portion value ratios.

Marcella and Aribowo (2024) argued that perceived value is a crucial satisfaction factor

in food service, where even minor price mismatches can affect customer loyalty.

5. Suggestions to Improve Overall Experience

Numerous actionable recommendations were made. Examples include, “Put a survey

form/feedback form in every table,” “Need more organized dining experience,” and “Add little

things for killing time such as good ambiance so we would be focused on taking pictures.”

Others requested enhancements such as more air conditioning, private rooms, and additional

staff.
These recommendations align with Halika and Kharisma (2024), who suggested that

collecting real-time customer feedback and acting on it fosters transparency, trust, and

sustainable improvement in service operations.

Implications

The findings of this study provide meaningful contributions both to academic knowledge

and practical restaurant management. From a theoretical perspective, the results validate the

applicability of the SERVQUAL model in the context of a Filipino full-service restaurant. All

five dimensions—tangibility, reliability, responsiveness, empathy, and assurance—were found to

positively correlate with customer satisfaction, with assurance, empathy, and responsiveness

being the strongest predictors. This affirms the claim of Plec and Plec (2024) and Luo et al.

(2019) that interpersonal service qualities such as staff professionalism, attentiveness, and

emotional connection significantly influence customer satisfaction in hospitality settings.

Moreover, the thematic analysis expands current literature by integrating actual customer voice

into the empirical evaluation, offering a rich, contextual perspective to the quantitative data.

In practical terms, these findings offer actionable insights for service improvement at

Aristocrat Restaurant and similar establishments. Management can prioritize employee training

programs that strengthen assurance and empathy such as enhancing communication skills,

reinforcing professional behavior, and promoting cultural sensitivity. Additionally, the relatively

lower tangibility score suggests the need for spatial reconfiguration to optimize seating, privacy,

and ambiance, which supports Rahman’s (2022) assertion on the role of physical environment in

shaping perception. The study also emphasizes the importance of dynamic menu planning,

feedback collection, and operational efficiency, particularly during peak dining hours. By
integrating customer feedback into continuous service design, Aristocrat can maintain high

satisfaction levels, increase loyalty, and reinforce its position as a heritage dining destination in

the Philippines.

You might also like