Sumulong College of Arts and Sciences

M.L. Quezon Ext., Brgy. Dalig, Antipolo City

Senior High School

CHAPTER I
BACKGROUND OF THE STUDY

Introduction

Customer satisfaction (C sat) is a terminology which is adherently used in

marketing. It is the determiner in terms of measurement of how the expectations

of the customers with respect to the products or services supplied or offered by

the company met or exceeded.

In the market, the customer satisfaction is considered as a key

differentiator that is therefore used as a key element of business strategies. This

is the main point of the research conducted, but the researchers aim to know

how the products offered in a food business effect to the satisfaction of the

customers.

The food business that was subjected in this study is the Squad Buffalo

Wings in Brgy. San Jose, Antipolo City. It was back in the 1960s that the buffalo

wings recipe was invented in Anchor Bar, Buffalo, New York City by Teressa

Bellissimo. They were generally served hot along with celeries or carrots on the

side and is usually topped with blue cheese dressing that acts as a sauce for

dipping.

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M.L. Quezon Ext., Brgy. Dalig, Antipolo City

Senior High School

As time passed by, certain recipes emerged and it sparked the era for

having built numerous restaurants as a staple for serving the infamous buffalo

wings.

Squad Buffalo Wings was established by Ms. Joan and Jezreel Cendaña.

The couple decided to build a sole proprietorship restaurant business as they

have grown a massive desire to travel and discover things.

One of the inspirations that the couple got to build a restaurant is the

buffalo wings in Metro Manila. It paved a way for the improvement of ideas of the

wings by inventing their own flavours. The business started by selling their

buffalo wings online. The business lasted for about six months until the business

have continuously progressed that made an upgrade by building a physical spot.

Squad Buffalo Wings was established on June 21, 2018. They started at a

capital of P500,000.00 and since they own the place already, they just renovated

it and styled the place a classic design based from the 1950's combined with the

style of the restaurants in the West.

The business focused in serving one main product which is the buffalo wings

but as time passed by and the business improved, the owners decided to add up

more products like pasta, nachos, and fries all of which is served unlimited by

choice of the customers.

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M.L. Quezon Ext., Brgy. Dalig, Antipolo City

Senior High School

The menu consisted of three (3) main categories which is the savers meal,

combo meals, and the unlimited offers. The prices start from Php 88.00 which is

the order for the unlimited fries. In the first month of running the business, they

only had 4 flavours of buffalo wings to be served which is hot and spicy, classic,

marinated and squad buffalo, but they released more flavours in the second

month.

The entrepreneurs came up with the idea of unlimited serving because most

people nowadays are not content with a limited serving. The flavour of their

buffalo wings are certified authentic because the owners are the one who

invented the sauce and the flavour of the products. The price of their products

are cheap.

They also have board games, Rubiks cube, and card games to entertain the

customers while waiting for their orders since the serving time usually takes 10 to

15 minutes. Some of the feedbacks on Squad Buffalo Wings’ Facebook page

says that the overall dining experience is good when you want to have some fun

and dine with your friends and family since the products are affordable and still

has the quality that the customers deem satisfactory.

Squad Buffalo Wings is the first branch that they built and the owners are

open for a business expansion. Squad Buffalo Wings is located at E. Rodriguez

Avenue Brgy. San Jose Antipolo City. The place is just beside Minette’s

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 Sumulong College of Arts and Sciences

M.L. Quezon Ext., Brgy. Dalig, Antipolo City

Senior High School

Restaurant and Robinson’s Easy Mart. It is also near RPHS Antipolo Annex

Hospital.

The researchers aim to know if the customers of Squad Buffalo Wings are

satisfied with the products they offer, if there’s a favourite flavour or particular

products consumers order if they happen to eat at Squad Buffalo Wings.

The researchers want to find out as well if the customer’s satisfaction can be

a factor for a possibility of a business expansion as well and if the products

offered in Squad Buffalo Wings have a factor for customer satisfaction.

Conceptual Framework

The conceptual framework of the study is about the input, process, and

output of the research. In layman’s term, the overall view and process of the

study.

In figure 1, the input contains the profile of respondents which is age and

sex. The study also wants to know the level of satisfaction of the customers

based on what product/s is/or served, that’s why the researchers intend to have

an in-depth questionnaire that can gather information as the sole function for the

development of the research. The process presents and reflects the distribution

of survey questionnaires, checklists, and the analysis and interpretation of

gathered data.

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M.L. Quezon Ext., Brgy. Dalig, Antipolo City

Senior High School

The output then shows the result of the study which is to determine the

customer’s satisfaction based on the products served. The result of the study

would give feedback to the business establishment and can help utilize the

business plan that the researchers will make.

Conceptual Paradigm

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 Sumulong College of Arts and Sciences

M.L. Quezon Ext., Brgy. Dalig, Antipolo City

Senior High School

The concepts that will be further discussed below contributes to the

process of the research conducted

INPUT PROCESS OUTPUT

-Profile of the -Determining the

respondents: - The researchers level of customer
1. Age made an 6in-depth satisfaction in
2. Sex questionnaire that Squad Buffalo
can gather the Wings based on
-The level of information the products
 Sumulong College of Arts and Sciences

M.L. Quezon Ext., Brgy. Dalig, Antipolo City

Senior High School

Stated by Cardozzo (1965) using the Dissonance Theory of Leon

Festinger, a person who expected a high-value product but received otherwise

would acknowledge disparity and experience cognitive dissonance. This might

make the customer undervalue diminishing expectations to meet their prior

discrepancy. Yi (1990) also stated that if a disparity exists between product

expectation and performance, customers might experience psychological tension

and try to reduce it by alteration of their perception through the product.

On the contrary, there is the Contrast theory which suggest that an

unsatisfied customer might magnify the discrepancy between the expected

product and the product that was actually purchased as claimed by Yi (1990). If

the theory was put to a simple context, say a product evaluation, the assessment

of the product would be elaborated based on what judgment is made.

Theoretical Paradigm

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 Sumulong College of Arts and Sciences

M.L. Quezon Ext., Brgy. Dalig, Antipolo City

Senior High School

Contrast Theory
- Consumers doesn't
adjust to their
expectations.

Customer
Satisfaction
Dissonance Theory
-Consumers tend to
adjust to their
discrepancy to balance
their preferences.

Fig. 2. Theoretical Paradigm

Hypothesis

The products offered has no significant effect to the customer’s

satisfaction in Squad Buffalo Wings Antipolo City.

Statement of the problem

This study aims to conduct a research about customer’s satisfaction with

respect to the products offered in Squad Buffalo Wings Antipolo City, and intends

to answer the following questions below.

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

a. Age

b. Sex

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

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 Sumulong College of Arts and Sciences

M.L. Quezon Ext., Brgy. Dalig, Antipolo City

Senior High School

a. Quality and taste of the products

b. Place and atmosphere

c. Price and accessibility

3. Is there a significant difference to the customer satisfaction and the

different products offered in Squad Buffalo Wings in Antipolo?

Definition of Terms

This chapter involves words that are used operationally and will therefore

be defined by its use in the research and can further help the readers foster

ideas that can contribute to understand what is being stated throughout the

research.

Authentic. The originality of the flavors and products offered at Squad

Buffalo Wings as the owners of the business created and invented it themselves.

Consumers. People who buy, order, and deal business with Squad

Buffalo Wings Antipolo City, also known as the customers. They are considered

those that suffices all the costs incurred from everyday operations of the

business.

Customer Satisfaction. The fulfillment or contentment of the consumers

derived from the environment and the products offered in Squad Buffalo Wings.

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 Sumulong College of Arts and Sciences

M.L. Quezon Ext., Brgy. Dalig, Antipolo City

Senior High School

Entrepreneur. Business owners who starts everything from scratch,

usually inventing and creating something that are not yet in the market.

These usually are the people who assume all business risks and loss that affects

the business’ operation.

Rapport. A friendly and harmonious relationship created by business

deals done in a matter of providing efficient and satisfactory service.

Upgrade. The progress or improvement of the overall business in the

aspects of profit, expansion, and the establishment.

Importance of the Study

This study aims to deliver information that may serve as a useful guide to

those who are conducting research parallel to which the researchers are

observing. The researchers listed down those that can benefit from the research.

Business Entrepreneurs

Enables them to look for details that will eventually help them think

of effective ways on how to improve their products based on the

respondent’s perception and views.

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 Sumulong College of Arts and Sciences

M.L. Quezon Ext., Brgy. Dalig, Antipolo City

Senior High School

Future Researchers

This research will be their guide to the future study that other

researchers will do. They can use this research as a basis for

improvement that are found in the recommendations.

This research will serve as a valuable reference to those that will

conduct a parallel study.

Consumers and Customers

Through this research, it will enable them to build rapport with the

business. It can help them distinguish their preferences based on

how the business present their products.

Institution

This study contributes to the overall collegiate knowledge that may

enhance academic literacy when it comes to business.

Scope and Limitations

This study aims to know the customer satisfaction with respect to the

products offered in Squad Buffalo Wings in Antipolo City. The respondents of the

study are the customers at Squad Buffalo Wings in Antipolo City. We used a

random sampling for population sampling using slovin’s formula to find the

respondents that are fit to this research.

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 Sumulong College of Arts and Sciences

M.L. Quezon Ext., Brgy. Dalig, Antipolo City

Senior High School

The study covers the effect of the product to the customer satisfaction and

if it can be a factor for a business progress. The study started in School Year

2018 Month of November and is expected to be finished by School Year 2019

Month of February.

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 Sumulong College of Arts and Sciences

M.L. Quezon Ext., Brgy. Dalig, Antipolo City

Senior High School

CHAPTER II
REVIEW OF RELATED LITERATURE

According to the study of Suchanic et al. (2014), the consumer’s

satisfaction can be achieved if the customer’s requirements are fulfilled. This is

why it is crucial for the businesses to produce products that suits the customer’s

needs. As stated by Elieska (2013), a person’s behavior is used as a factor in

making a marketing strategy that adopts to their marketing mix that therefore

enable the business to have a paved way for a high grade satisfaction.

The study of Barcanzal et al. (2015) states that having a good service and

customer strategy greatly affects the customer’s satisfaction. According to

Lacxamana et al., besides offering quality products, businesses should also have

a good service by means of having a polite attitude, bright smile and at the same

time know how to accommodate the customers well. This can adopt for customer

to patronize the product that can help the business to have success.

In the modern world where everything is fast paced and the trends are

fluctuating rapidly, business owners need a drive for ideas which helps the

business to maintain its track in the industry. Serrano (2016) said that a great

organization knows how to get an old way of doing something but is able to

embrace a breakthrough that creates an even better result. In the industry,

business owners should learn how to cope up with sudden changes in people’s

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M.L. Quezon Ext., Brgy. Dalig, Antipolo City

Senior High School

preferences. Anderson (2005) claims that customer satisfaction is one of the

most important factors for all the company and firms. It is the company’s goal to

achieve it for it is vital for gaining advantages and make the business survive.

Without customers to patronize products, it is most unlikely that the

business succeeds in the industry because of the profit it gets from the people.

Tahir et. al (2013) defined customer satisfaction as a post experience for having

to purchase products and services that meets or exceeds a consumer’s

expectation. They also reiterated that since the word “customer satisfaction” has

been in the industry for a long time, a lot of researchers and academicians

highlighted that it is vital for an organizational success and solvency for the

survival of the business for the customer satisfaction is crucial for a business’

profitability.

They also stated that in a highly competitive market, the satisfaction of the

customers is considered to be a much needed tool to build rapport and long

lasting relationship with the consumers and the business. As for Mohammad

(2012), he stated that the measure for customer satisfaction has become a major

concern for companies as it can make or break the overall business.

Dining businesses also has standards for customer satisfaction. According

to Lim (2010), customer satisfaction is greatly influenced and connected by the

atmosphere and the surroundings around the place. He also stated that dining

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M.L. Quezon Ext., Brgy. Dalig, Antipolo City

Senior High School

places should give attention to three (3) elements: support and quality of service

(responsiveness), cost, and good quality meals (reliability).

Lin and Wu (2011) stated that customer satisfaction is the key to keep their

customers loyal because unsatisfied customers tend to have a very high

switching rate which generally means that they are easily swayed by those who

up their game in the industry. Tao (2014) claimed that when customers are

satisfied with the product or service of the company, it can make the customer to

purchase frequently and to recommend product or services to potential

customers. It is impossible for a business organization to grow in case the

company ignores or disregards the need of customers.

Customer satisfaction measurements can be taken into account by the

quality of the products and services, the speed of service, pricing, complaints or

problems, trust in employees, etc. as per listed by the National Business

Research Institute (2007). Customer satisfaction is extremely important because

it is the way of getting feedback from the customers in a way that they can use it

to manage and improve their business. It is the best indicator of how the

business will look like in the future. It can be considered to make right decisions

to use the appropriate resources while manufacturing the products. Similarly, it

maintains the relationship with the existing customers and also creates the

possibility to acquire others. (SSRS Research 2016)

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 Sumulong College of Arts and Sciences

M.L. Quezon Ext., Brgy. Dalig, Antipolo City

Senior High School

CHAPTER III
RESEARCH METHODOLOGY

Research Design

A research design is a structure, plan, and a strategy that is used to

acquire data and information through the use of questioning in the survey.

According to Calderon, descriptive is used to effectively execute the questions in

a survey questionnaire to gather the needed data.

The study was conducted using descriptive style to expound the data

gathered. Descriptive style in research design is used since the aim of the

research is to assess whether there’s a significant difference between the

products and customer satisfaction in Squad Buffalo Wings in Antipolo City. It Is

necessary to use by the researchers because it will help them distinguish and

assess if there’s any difference in a way or so.

Population

The researchers went to Squad Buffalo Wings to ask the store manager

about the approximate population daily. The respondents will be the customers in

Squad Buffalo Wings and the store manager informed us that there are over 150

customers daily who go and eat in the restaurant through their records and

journal. The researchers went to proceed into solving for the population sample

using the Slovin’s Formula which is stated down below:

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 Sumulong College of Arts and Sciences

M.L. Quezon Ext., Brgy. Dalig, Antipolo City

Senior High School

n = N/1+Ne2

where:

n = sample size

N = population sample

E = margin of error

The sample that was derived from computing the population size equaled

to 60 respondents using the Slovin’s formula.

n=N/1+Ne2
=150/(1+150*.102)
=150/(1+150*0.01)
=150/(1+1.5)
=150/2.5 = 60 respondents

Data Collection Procedure

The study is all about assessing the customer satisfaction with respect to

the products offered in Squad Buffalo Wings.

The topic was approved by the research project teacher and was then set

for the formulation of the title thus the development of the whole study of

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M.L. Quezon Ext., Brgy. Dalig, Antipolo City

Senior High School

assessing the relationship between the customer satisfaction and the products

offered in Squad Buffalo Wings in Antipolo.

The researchers gathered information through browsing various literatures

and studies related to the research topic, as advised by the adviser of the

researchers. The researchers also designed a Likert Scale questionnaire that is

in lined with the research objectives and is intended for assessing the

relationship between customer satisfaction and the products offered in Squad

Buffalo Wings. Through the questionnaire, a survey will be conducted in the

establishment and the information gathered will be utilized to further develop the

study.

The Analysis of Variance (ANOVA) will be utilized as the study’s statistical

treatment. The researchers designed a survey type questionnaire for the

customers of Squad Buffalo Wings which will serve as the respondents for the

research conducted. The questionnaire will be in the form of Likert Scale which

will measure the variables and their relationship with each other if there is any.

The research questionnaire will consist of 10 questions at most, and are all about

the customer satisfaction and the products offered in Squad Buffalo Wings in

Antipolo. The questionnaire will be a primary tool to further the research.

Validation

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 Sumulong College of Arts and Sciences

M.L. Quezon Ext., Brgy. Dalig, Antipolo City

Senior High School

In order to validate the entire research process and instruments, the

researchers sought and designated thesis advisers and statisticians for the sole

purpose of guidance and technique giving throughout the conducting of the

research.

After seeking validation from the adviser and statistician, the research will

be revised based on the suggestions and critique of the research adviser and

statistician.

The researchers asked permission from the Squad Buffalo Wings Antipolo

by giving a letter addressing the legitimacy. The store managers clarified some

processes and research objectives by asking some questions. After presenting

the research letter, the store managers signed it and approved the methods and

procedures the researchers told them about.

Statistical Treatment

Since the main focus of the study is to find if there’s a significant difference

to the customer satisfaction and the products offered in Squad Buffalo Wings in

Antipolo, the researchers sought to know by using three (3) statistical treatments

which is the weighted mean, frequency and percentage, and last is the Analysis

of Variance or ANOVA. ANOVA is a statistical method used to test difference

between two or more means.

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M.L. Quezon Ext., Brgy. Dalig, Antipolo City

Senior High School

The inferences are made by analyzing variances. This research wants to

find out the customer satisfaction level among the three main categories of the

course in Squad Buffalo Wings which is the unlimited, savings, and combo meals

offer.

Research Instrument

This research uses questionnaire type as a tool for survey since it

aims to determine the relationship between product promotion, buying decision,

and product acknowledgement.

In the questionnaire, there are questions that are designed in order to

uncover the results based from the answers given by the respondents. The

questionnaire used Likert Scale as it enables responses to which the

respondents state the frequency of what is being asked in the question. The

researchers used a Likert scale where the rating is shown below.

5 – Strongly Agree
4 – Agree
3 – Neutral
2 – Disagree
1 – Strongly Disagree

CHAPTER IV
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

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 Sumulong College of Arts and Sciences

M.L. Quezon Ext., Brgy. Dalig, Antipolo City

Senior High School

This chapter presents the data gathered, the results of the statistical

analysis done and interpretation of findings. These are presented in tables

following the sequence of the specific research problem regarding the difference

of the levels of satisfaction with respect to the products offered in Squad Buffalo

Wings in Brgy. San Jose Antipolo City.

The main goal of this study is to know if the respondents are satisfied with

the servings of the product offered in Squad Buffalo Wings. There are three (3)

main serving categories for the products which is the unlimited, combo, and

savers meal. These three (3) categories are then subjected to be evaluated

whether the customers find them appealing thus making them satisfied.

Table 1.

Frequency and Percentage of the profile of the respondents in terms of Sex

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M.L. Quezon Ext., Brgy. Dalig, Antipolo City

Senior High School

Sex Frequency Percentage

Male 36 60%

Female 24 40%

Total 60 100%

As presented in the table number 1 which is the profile of the respondents,

the total respondents subjected in the study is 60 respondents, 36 of whom is

male and 24 of whom is female. The age of the respondents ranged from 14 to

50 years old. The researchers inferred that the Squad Buffalo Wings is a family

friendly establishment because of the profile of the respondents.

Table 2.

Frequency and Percentage of the profile of the respondents in terms of Age

Age Frequency Percentage

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 Sumulong College of Arts and Sciences

M.L. Quezon Ext., Brgy. Dalig, Antipolo City

Senior High School

14-25 12 20%

26-37 23 38%

38-50 25 42%

Total 60 100%

The table above showed the frequency and percentage of the

respondent’s age that ranges from 14 to 50. Respondents whose age is from 14

to 25 has the percentage of 20%. 26 to 37 has the percentage of 38 and the

ages 38-50 has the percentage of 42%.

Table 3

Mean of the Quality and taste of the products

Group Weighted Mean

Statement 1 4.23
Statement 2 4.76

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 Sumulong College of Arts and Sciences

M.L. Quezon Ext., Brgy. Dalig, Antipolo City

Senior High School

Statement 3 4.24
Grand Mean=4.41
The table above showed the mean for the quality and taste of the products

which can be inferred from the questionnaire. The mean equaled to 4.41 which

tells that the respondents are satisfied with the quality and taste of the products.

Table 4
Mean of the Place and Atmosphere in Squad Buffalo Wings

Group Weighted Mean

Statement 4 3.89

Statement 5 4.38

Grand Mean=4.14

The table above showed the grand mean which is 4.14 for the place and

atmosphere in Squad Buffalo Wings which can be inferred from the

questionnaire. The result of the mean showed that the respondents were

satisfied with the place and atmosphere in Squad Buffalo Wings.

Table 5

Statement Weighted Mean

Statement 6 3.75
Statement 7 4.00
Grand Mean=3.88
Mean of the Price and Accessibility in Squad Buffalo Wings

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 Sumulong College of Arts and Sciences

M.L. Quezon Ext., Brgy. Dalig, Antipolo City

Senior High School

As shown on the table above, the mean that the researchers got based

from the questionnaire is quite low. Therefore, the respondents are most likely to

be not satisfied with the price and accessibility of the establishment.

Table 6.

Computing the Difference of the Products and the Customer Satisfaction

MEA F- F-
GROUPS N MSW MSB COMPUTED TABULAR DECISION INTERPRETATION
Statement
8 4.26
DO NOT
Statement
0.01 0.01 1.22 5.14 REJECT NOT SIGNIFICANT
9 4.36
HO
Statement
10 4.31
The researchers computed for the f-computed and f-tabular after finding for

the weighted mean. The end result for the analysis of variance states that if the f-

computed is greater than the f-tabular, then the null hypothesis should be

rejected.

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 Sumulong College of Arts and Sciences

M.L. Quezon Ext., Brgy. Dalig, Antipolo City

Senior High School

Since the presented table for the analysis of variance shows that the f-

computed is less than the f-tabular, the null hypothesis should not be rejected

therefore the researchers can prove the claim of having no significance as true.

CHAPTER V

CONCLUSION AND RECOMMENDATION

This chapter presents the summary of the research, the conclusions drawn

and the recommendations made as a result of this study. This study is on the

profile and evaluation of customer satisfaction as perceived by the customers in

Squad Buffalo Wings Antipolo City.

The customers profile were age and sex only were undertaken by the

researchers.

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M.L. Quezon Ext., Brgy. Dalig, Antipolo City

Senior High School

Summary of findings

The important findings of the study are as follows:

1. Squad Buffalo Wings is an establishment that offer affordable and satisfying

products customers find value for.

2. The business has a family ambiance and the customers are satisfied with the

way the workers treat them.

3. Based from the analysis of the variance. It resulted to advantageous

conclusion that the hypothesis should not be rejected. Therefore, Squad Buffalo

Wings can offer any product and most of the customers will be satisfied.

4. Based from the recommendation section of the survey questionnaire, other

customers don’t like the taste of the food while some are satisfied. Some

customers are satisfied with the way the staff attended to their needs.

5. Some didn’t like the taste of the food especially in the pasta because it was

served cold. Some recommended that they should prepare more in terms of

serving the food and time management so that the customers don’t need to wait

on a longer basis.

6. The customers also requested some additional side dishes and add-ons like

soup, extra fries, burger, and extra spicy kick to the flavor of the chicken. They

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M.L. Quezon Ext., Brgy. Dalig, Antipolo City

Senior High School

also suggested to add the variants for the unlimited category so they can mix and

match according to their preferences.

7. The customers requested to have a birthday special celebration and add some

challenges.

Recommendation

Based on the findings and conclusions presented above, the following

recommendations are suggested:

Business Owners. They should be more attentive to the needs of the

customers. Serving and tending to their needs should be their first priority.

If planning for a business expansion, the business should be able to

compete with the market prices considering the supply and demand forces.

Crew. The should learn proper ethics in handling customer’s concern as quickly

as possible. Always be on point while rendering services.

Researchers. They should have an in-depth questionnaire about the products

and be courageous when conducting a survey.

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