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ACLC College of Butuan City

HDS Building, 999 J.C. Aquino Avenue, Butuan City

ACLC College of Butuan

BUSINESS EDUCATION PROGRAM
Butuan City

ASSESSMENT OF THE CUSTOMER SERVICE

OF SHAMMY’S BACKYARD BISTRO

A Thesis

Presented to the Faculty of the Department of Business Administration

ACLC College of Butuan

In Partial Fulfillment of the Requirements for the Degree

Bachelor of Science in Business Administration

 Major in Marketing Management

By

Joey Paulo C. Ybanez

Jennyross A. Boiser

Mariel B. Manlapaz

Lewelyn C. Entiña

Rodney U. Ybas

2022
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APPROVAL SHEET

The thesis study attached hereto entitled ASSESSMENT OF THE CUSTOMER

SERVICE OF SHAMMY’S BACKYARD BISTRO, prepared and submitted by
Jennyross A. Boiser, Rodney U. Ybas, Joey Paulo C. Ybanez, Mariel B.
Manlapaz, and Lewelyn C. Entina in partial fulfillment of the requirements for the
degree of Bachelor of Science in Business Administration is hereby recommended
and accepted for oral examination.

JESSA MELLOSA NOVELYN MULIG

Adviser Adviser
______________________________________________________________
PANEL OF EXAMINERS
Approved by the Panel of Examiners with a grade of PASSED.
JULITO SARCO CHRISTINE NAVARRO
Panel Member Panel Member

JOENAMER P. ONEZ
Panel Member

Accepted and approved in partial fulfillment of the requirements for the degree in
Bachelor of Science in Business Administration.

JULITO SARCO
Research Coordinator/ Business Education Department

JEANEFER A. DOMINGO, MBA

Dean, Business Education Program

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ACKNOWLEDGMENT

The following individuals have given the researchers with their

unflagging and unending support, encouragement, and valuable time in order

to complete this thesis study, and they have our sincere thanks for that.

First of all, we want to thank the almighty God and Saint Mary for giving

us the strength and wisdom to accomplish this thesis. They bless us with all

the good things in life. Thank you to Ms. Novelyn Mulig, our thesis adviser,

for all of her support, understanding, and patience during our thesis research.

Her suggestions and assistance were really helpful in getting this study

finished. Our thesis study would not have been accomplished without her

extraordinary patience, timely knowledge, and guidance.

To each individual of our panelist. Ms. Christine Navarro, Mr. Julito

G. Sarco, and Mr. Joenamer P. Oñez for all the suggestions, criticisms, and

recommendations. By giving freely of their time and knowledge, you helped

the researchers produce this study. Their support and effort in leading us to

the right track was marvelous. Without them, this thesis would not be

imaginable.

Special thanks also to Shammy’s Backyard Bistro’s owners Mr. Oliver

Aguilar and his wife and also to their employees for helping us distribute the

questionnaire was everything to this thesis.

To our cherished parents and guardians, for providing for us from the

very beginning of each of our different academic careers and for their

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unwavering support. We appreciate your kind words, understanding, love, and

encouragement in helping us complete this academic requirement.

Jennyross A. Boiser

Lewelyn C. Entiña

Mariel B. Manlapaz

Joey Paulo C. Ybanez

Rodney U. Ybas

ABSTRACT

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In today’s competitive business world, it is really difficult and costly to

attract new customers therefore in order to retain their existing customers;

companies are trying to build strong relationship. Customer service has

emerged as a strong tool for companies to build a strong relationship with

their customers. The purpose of this research is to understand the role of

customer service in building strong relationship. The researchers have tried to

investigate different factors which affect the relationship between the

company and the customers. To get better understanding about the topic

authors started from the theoretical background related to Parasuraman’s

SERVQUAL dimensions, customer loyalty, customer service, customer

satisfaction and service quality. Authors have tried to get the response of the

participants through survey questionnaires which consist of qualitative method

that contains closed-ended questions. These survey questionnaires were

conducted in eighty (80) respondents who ordered Dine-in and Take-out.

From these responses authors have tried to analyze participant’s experiences

and expectations from Shammy’s Backyard Bistro’s customer service. On the

basis of collected data and theoretical framework authors have reached at the

conclusion that the customer service is strong tool to retain customers.

Results showed that Shammy's Backyard Bistro's customer service was

excellent, at the end authors have recommended to find and concentrate on

their productions since there was no problem with any of it.

TABLE OF CONTENTS

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Cover Page i

Approval Sheets ii

Acknowledgment iii

Abstract iv

Table of Contents v

List of Tables vi

CHAPTER 1

I. INTRODUCTION

The Problem and Its Background 1

Theoretical Framework 4

Conceptual Framework 5

Research Paradigm 8

Statement of the Problem 8

Scope and Limitations of the Study 9

Significance of the Study 10

The Definition of Terms 11

CHAPTER 2

II. REVIEW OF RELATED LITERATURE AND STUDIES

Customer Service 13

Service Quality 15

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Customer and Service 16

SERVQUAL Model 18

Reliability 18

Responsiveness 20

Assurance 22

Empathy 24

Tangibility 26

CHAPTER 3

III. RESEARCH METHODOLOGY

Method of Research 29

Population, Sample Size, and Sampling Technique 29

Sampling Technique 30

Description of Respondents 30

Research Instruments 30

Data Gathering Procedure 31

Statistical Treatment of Data 32

CHAPTER 4
IV. RESULT AND INTERPRETATION OF DATA

Data Analysis 34

Presentation, Analysis, and Interpretation 34

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CHAPTER 5

V. SUMMARY, CONCLUSION, AND RECOMMENDATIONS

Summary 41

Conclusion 42

Recommendation 43

REFERENCES 44

APPENDICES

Appendix A. Survey Questionnaire 47

Appendix B. Permission Letter 54

Appendix D: Documentation 56

CURRICULUM VITAE 57

LIST OF TABLES

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CHAPTER 1
THE PROBLEM AND ITS BACKGROUND

Introduction

Nowadays many companies realize that all advantages, which they

want to establish through their core products and services, quickly worn away

as others mimic them. Companies are always looking around them to find out

some strategies to differentiate their production from their competitors

because of the fierce competitive climate. One possible and important

strategy is to focus on providing high-quality customer services. Services

should try to lead companies to their success. Customer services can be one

possible competitive advantage for companies in all resorts.

Shammy's Backyard Bistro started in September 2017 and it is located

in Barangay 3 of Cagampang Street in Buenavista, Agusan Del Norte. The

proprietor used his savings to fund the business's initial capital of 14,000

pesos. One year after their wedding, the owner intended to launch this

company. They just had a stall to promote their business in 2017, but they

soon noticed that customers complained that it was a little bit chaotic and that

there weren't enough chairs and tables for everyone. As a result, they decided

to develop a larger location in order to generate significantly more revenue.

The Shammy's Backyard Bistro advertises its goods on social media, radio,

and through posters and brochures. Additionally, the business hours of the
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aforementioned establishment are Monday through Sunday (10:00 am to

10:00pm). For other aspects of its operations, this business complied with a

sanitary permit. The Shammy's Backyard Bistro well-known for its specialties,

which include their delicious chicken filet, abundant fries, tasty and affordable

cheeseburger, siomai with rice, and sweet frappe with different kinds of flavor,

especially the cookies and cream, and lots of variety of foods that satiate the

customer's cravings to enter the market and to attract customers' patronage.

Every business depends on its workers to grow. Now, the company employs

fourteen (14) people, including one manager, one cashier, five cooks, five-

service crew, and two dishwashers. The business owner wants to create a

unique atmosphere with a distinctive mood and structural appearance. A

number of rival establishments like Snack Break, which offer the same

products, and a few tinier eateries along Buenavista. The management has

heard complaints during the course of the business concerning the services

the store has provided. One of these is the delivery time for serving

consumers' orders. Some customers were not willing to wait for their food for

15-20 minutes. The crew's readiness to meet the needs of the consumers is

another subject of some concerns. Due to the disparity in their work

schedules and rest days, the store's five-service teams do not all work in the

store every day. There were times when consumers lacked patience and

demanded to be entertained right away while the staff was tending to other

customers.

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Customer services are everything that a company does for the

satisfaction of its customers. They help to gain higher profit from sold

products. Customer services help to increase the value of sale products,

because they simplify sales and use products to strengthen customer

satisfaction. Quality customer services present strong barriers against the

competition ensure customer loyalty; differentiate products, decrease

marketing costs and increase company profit.  Customer services become an

integral part of searching for competition advantages in a wide range of

economic spheres. The researcher's goal in conducting the study is to

evaluate the type of customer service Shammy's Backyard Bistro delivered as

they received complaints towards the service they provide to their customers.

It also aims to assess the areas that need to improve to create a strong

branding and good reputation among its competitors, which will lead to

increased sales and profit in the future. Success of a business is not solely

dependent on the stability of the finances of the company alone but on other

factors as well. Evaluating the effectiveness of customer service of Shammy’s

Backyard Bistro as part of the internal business process will help the business

in identifying the other factors that need to improve or develop in the future.

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Theoretical Framework 

This research used the Expectancy-disconfirmation theory as a

substantial theory that can measure customer satisfaction from perceived

quality of products or services in order to measure the customer’s satisfaction

in Shammy’s Backyard Bistro. This theory is widely accepted theory of

consumer behavior though neither address the relationship between customer

satisfaction and actual purchase behavior. Expectancy-disconfirmation theory,

which states that customers are satisfied if the services provided by the

company meet their expectations. Expectancy-disconfirmation theory is quite

capable of fulfilling the responsibility of measuring the customer’s satisfaction

considering its natural competences. The expectancy-disconfirmation model

has become the predominant approach in explaining citizen satisfaction with

public services. It posits that citizens compare the performance of a service

against their expectations of that service. Satisfaction occurs if the perceived

performance meets or exceeds the expectations. 

In addition, based to the view about the predetermined standards are

the customers’ predictive expectations. Three possible outcomes of the

comparison are possible the following: First, Positive Disconfirmation occurs

when performance is perceived to be better than expected. In this case, the

customer is overjoyed. Second, when performance is perceived to be exactly

equal to expectations-customers are likely to be satisfied-the Zero

Disconfirmation occurs. Finally, when performance falls short of expectations,

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this is referred to as Negative Disconfirmation. Without a doubt, negative

disconfirmation may result in dissatisfied or unhappy customers.

Conceptual Framework

The primary objective of the study is to evaluate the level of customer

service at Shammy's Backyard Bistro. This study will measure how pleased

customers are with the services provided by the company using the

SERVQUAL model developed by PARASUMAN et al. It asserts that

managers can identify service flaws using the SERVQUAL paradigm.

SERVQUAL is a widely used metric based on a set of five dimensions

that customers have consistently ranked as the most important for service

quality in any industry. It can be said that SERVQUAL is multiple – item scale

with good reliability and validity that help firms to have better understanding,

evaluate the services expectations and perception of customers and improve

the services as well. SERVQUAL used to evaluate the firm’s quality according

to the five services dimensions by averaging the difference scores on items

making up the dimensions. The SERVQUAL model is used as the main

concept to assess service quality and customer satisfaction.

Tangibility is the appearance of physical facilities, equipment, personnel, and

communication materials. It can be measure in Shammy’s Backyard Bistro to

the cleanliness of the restrooms, the personal hygiene of the employees who

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look groomed and neat, and designed materials such as menus, websites,

and signs. Attention to appearance can indicate that your company takes

customer comfort seriously. While the reliability, is the ability to perform the

promised service dependably and accurately. It covers such things as a table

being available at the time the customers were told it would be available, a

steak being cooked as ordered, and the bill being free of errors. Customers

want to rely on your business to deliver a working product or effective service,

to get help when they need it, and for all of this to happen in a timely fashion.

They want to count on the businesses they buy from – that is at the heart of

this dimension. When employees correct problems immediately or when they

show a willingness to answer customer questions about the menu the

company is demonstrating their responsiveness to the customer. Responding

quickly to customer questions and concerns is vital, especially in today’s fast-

paced world. Responsiveness even applies when customers are slow in

responding to you. Answer swiftly to, at the very least, let customers know

that you are working on their request. Assurance comes from such things as

employees demonstrating their knowledge and competence, being polite and

friendly, and offering guarantees of satisfaction. Customers expect

businesses to be the experts in the service they deliver. Communicating the

expertise to the customers, helps reassure them that they can trust you,

whether you accomplish this by displaying credentials, industry certifications

and customer testimonials. Assurance is significant when customers have

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many options but are not sure whom to trust when purchasing. This element

creates credibility and trust for customers, which considered through

professional services, excellent technical knowledge, attitude courtesy, and

good communication skills, so that customers can believe in the quality of

firm’s services. Empathy shown by how approachable employees are, talking

to customers in language they can understand, and making an effort to

understand the needs of the customer. Customers want to feel like they are

more than a transaction; they want to build a relationship with your business.

Even if you have the best product or services on the market, you can still fall

short of their expectations. Showing empathy to customers’ means ensuring

your company displays your care.

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The five-service quality dimensions used to measure your customers’

expectations versus how the services actually delivered. Measuring these

dimensions regularly over time can help your business understand customer

expectations, perceptions, and areas for improvement, as well as track your

progress in increasing your service quality.

Figure 1: Research Paradigm

Statement of the Problem 

The study is designed to evaluate the customer service of Shammy’s bistro.

 The following are the problems that the study would like to answer:

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1. What is the satisfaction level of the customer service both Dine-in and

Take-out of Shammy's Backyard Bistro in terms of:

a.     Reliability 

b. Assurance

c. Tangibles 

d. Empathy 

e. Responsiveness; and

 2. Which indicators does Shammy’s Backyard Bistro perform best in terms of:

a. Dine-in

b. Take-out

3. Which indicators do Shammy’s Backyard Bistro performs least in terms of:

a. Dine-in

b. Take-out

4. What is the overall rating performance of Shammy’s Backyard Bistro in

term of:

a. Dine-in

b. Take-out

5. What are the proposed enhancements and improved customer service of

Shammy’s Backyard Bistro in terms of:

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a. Dine-in

b. Take-out

Scope and Delimitations of the Study 

This study deals to evaluate what type of customer service Shammy's

Backyard Bistro provides to their customers both dine-in and take-out in terms

of Reliability, Responsiveness, Assurance, Empathy and Tangible. The

researchers conducted a survey to the customers who dine-in and take-out at

Shammy’s Backyard Bistro in Barangay 3 of Cagampang Street in

Buenavista, Agusan Del Norte that serve as the primary data. The

researchers gathered information from books, journals, and the internet

regarding customer service specifically on the SERVQUAL method that

serves as the secondary data. The conduct of the study covers the months of

August 2021 to August 2022.

Significance of the Study 

The findings of this study will contribute significantly to Shammy’s

Backyard Bistro to improve customer service. Service firms can adopt various

practices as explained in this study in order to improve the quality of service

that can best serve existing and future customers. Furthermore, the study will

be beneficial to the following:

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The Management. The study will provide a detailed evaluation on the status

of the customer service of Shammy’s Backyard Bistro. The owner and

management can use the study result to gain more sales and retain

customers.

Customer. Being the respondents of this study, responding to the

questionnaire will help Shammy’s Backyard Bistro provide a quality service by

getting feedback or opinions about what they expect to receive or experience

from the restaurant.  

Restaurant owners.  The result of the study can be used by other restaurant

owners and entrepreneurs and give them insights of what customer service is

to gain more sales and provide customer satisfaction for their customers. 

Future Researchers. The ideas presented may be helpful as reference data

in conducting new research or testing the validity of other related findings. 

Definition of Terms 

Assurance. Refers to the knowledge and courtesy of Shammy’s Backyard

Bistro’s employees, and ability to inspire confidence in its customers.

Customer Service. Refers to the assistance and advice provided by

Shammy’s Backyard Bistro to their customers who buy their products.

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Customer Satisfaction. Refers to determine how happy are the customers of

Shammy’s Backyard Bistro’s products, services, and capabilities.

Empathy. Refers to how Shammy’s Backyard Bistro demonstrates

individualized cares for their customers

Reliability. Refers to the ability to perform the promised service of Shammy’s

Backyard Bistro dependably and accurately.

Responsiveness. Refers to the willingness of Shammy’s Backyard Bistro to

help and provide prompt service to their customers.

Service Quality. Refers to a customer's comparison of service expectations

as it relates to Shammy’s Backyard Bistro’s performance.

Tangibles. Refers to the appearance of physical facilities and equipment of

Shammy’s Backyard Bistro.

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CHAPTER 2

REVIEW OF RELATED LITERATURE AND STUDIES

Introduction

This chapter presents a review of the related literature on the effects of

customer service as presented by various researchers, scholars, analysts,

and authors. The chapter also provides the theories underpinning the study.

The study will determine the definition of customer service, as well as the

benefits of being customer’s oriented organization.

Customer service refers to service level and returns handling/return

policies during and after the sale (Blut, 2016). A positive memorable customer

service experience is what it takes in attaining customer patronage and

loyalty. Customer service is considered as an integral part of any facet of

industry and it defines the future of any organization. Customer satisfaction

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measures the performance of organizations according to their needs. This

further provides a measurement of service quality. By providing feedback on

service aspects, customers can actually comment on products and services.

Customer Service is an integral part of running a successful restaurant. It

does not matter how fabulous the new restaurant looks or how delicious the

food is, if the service is not good, customers are not likely to return. After all,

they cannot be everywhere at once and they need to know that they have

reliable staff to handle effectively any issues that may arise. (Lorie, 2016).

Steiner (2016) also stated new features that allow customers to evaluate

restaurants based on how fast, accurate, and delicious their delivery is. The

service no matter how obscure guests order may be getting it right is

paramount. The guests are just extraordinary meticulous eaters. Often

though, making special requests because of an allergy or sensitivity to a

particular food order  accuracy is not just providing great service it’s about

protecting guest safety. Improving accuracy in the workplace best achieved

with a careful and discerning company wide system of checks and balances.

This places value on accuracy and improvement procedures such as tracking

errors and assembly of employees into quality teams.

Part of the customer service theories and models are all about

attracting customers and keeping them with your business. It is also important

to understand the needs of the customer in terms of reliability,

responsiveness, assurance, empathy and tangibles that can determine the

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effectiveness of the customer service provided by the establishment. Giving

excellent external customer service is only possible when there is excellent

internal customer service. Internal customer service refers to the wellbeing

and positive group dynamics of staff who can work together to help the

shoppers. Service stems from service providers. If staff is truly happy, they

will be motivated and committed to share the same joy with their external

shoppers. Therefore, treating internal staff well promotes external customer

service excellence. Adopting the Servqual model of service quality, an

external survey is conducted to examine the shopper’s views on the

importance of customer service in their shopping decision and to track the

current service performance of downtown department stores.

Service quality can be described as the result from customer

comparisons between their expectation about the service they will use and

their perceptions about the service company. That means that if the

perceptions would be higher than the expectations the service will be

considered excellent, if the expectations equal the perceptions the service is

considered good and if the expectations are not met the service will be

considered bad. The evaluation of service quality is a process in which a

consumer compares own expectations with the service one perceives to have

received. Service quality measurement enables us to identify the problem in

the service they provide to the customers and find ways to enhance the

efficiency and quality for the purpose of customers’ satisfaction and fulfilling

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desire. Service quality measurement is the significant managerial tool to

understand consumers’ needs and wants by analyzing the experience of

consumers in the service provided. It can help firms to find their weaknesses

and advantages to make a better service for consumers. Moreover, the most

important role of service quality is by affecting the customers’ satisfaction.

High service quality strongly and positively influences customers’ satisfaction

and consumers’ loyalty. Furthermore, it can influence customers’ intention to

repurchase. This model is very useful and can help managers to find the

problem of a firm and improve efficiency, productivity, and profitability of a firm

by improving service quality. Firms need to measure the consumers’

perception of the service quality to offer a better service and improve their firm

in today’s competitive market. Moreover, a study conducted by Allan (2016),

found that service quality positively affects brand loyalty, where customer

satisfaction serves as a mediator between good service quality and brand

loyalty. By using the SERVQUAL measurement of service quality as a

foundation, Allan (2016) states that the five components of SERVQUAL needs

to be partially fulfilled in order to induce a positive effect on customer

satisfaction, and consequently brand loyalty.

Customer and Service According to Okoli, customer is anyone who

approaches the provider to satisfy his/her needs while service is the trade

between provider and customer that has the responsibility to create or destroy

the organization. A poor customer service experience always negatively

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affects every business, no matter how established it is. Every business relies

on repeat customers and sales and the positive feedback provided by the

customers. Companies delivering poor customer service lose customer

loyalty, return business, profits, reputation, and employees. Service quality

defined as the difference between customer’s expectations for service

performance prior to the service encounter and their perception of the service

received. In this sense, customer service is responsible for processing and

handling customer satisfaction in terms of dealing with customers in the

conditions of services. Thus, firms that provide superior service quality will

have a more satisfied customer base.

Service quality and customer satisfaction are important aspects of

business since a company’s growth is largely dependent on how well it

maintains its customers through service and how well they keep their

customers satisfied. According to Chang et al. (2017), customer satisfaction is

expected to result from good service efficiency, which will improve customer

engagement and interrelationship. Customer satisfaction is linked to high

service quality, which makes businesses more competitive in the marketplace.

This study uses the SERVQUAL framework to define service quality. This

framework uses five dimensions to account for service quality, namely,

tangibles, reliability, responsiveness, assurance, and empathy. Identifying

issues in service and customer satisfaction can lead to high service quality.

Furthermore, service quality can be characterized by analyzing the variations

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between planned and perceived service. Service quality and customer

satisfaction have a positive relationship. The relationship between service

quality and customer satisfaction has received considerable academic

attention in the past few years. Nevertheless, the nature of the exact

relationship between service quality and customer satisfaction (especially in

the way the two constructs have operationalized) still shrouded with

uncertainty. Many researchers have operationalized customer satisfaction by

using a single item scale and many others have used multiple item scales.

The present study adopts a different approach and views customer

satisfaction as a multi-dimensional construct just as service quality, but

argues that customer satisfaction should be operationalized along the same

factors (and the corresponding items) on which service quality is

operationalized. Based on this approach, the link between service quality and

customer satisfaction has been investigated. The results have indicated that

the two constructs are indeed independent but are closely related, implying

that an increase in one is likely to lead to an increase in another.

An example is the services offered by Shammy’s Backyard Bistro,

which do have tangibles such as cashier staff, mic and computers, self-

service equipment. We assessed some practices that they use for the safety

and comfortability of their customers like; maintaining records of health

practices such as handwashing and restroom cleaning. Secure hair and wear

clean clothing for product safety, wearing a mask when recommended.

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Removing all dirt and debris from the area, having a sanitizing area, making

sure their personal hygiene, clothing, work areas, buildings, and other workers

and volunteers are clean, healthy and safe and welcoming customers before

entering the bistro.

The SERVQUAL Model is used as the main concept to assess service

quality and customer satisfaction. This means that customer satisfaction could

be measured using the various service quality dimensions. This is because it

is important to be aware of how customers perceive service quality in grocery

stores and the factors that affect these perceptions. This will also enable us to

assess the applicability of the SERVQUAL model in this context. The five

service quality dimensions are tangibility, reliability, responsiveness,

assurance, and empathy.

Reliability refers to the ability to provide the exact required service

according to given specifications and conditions, Nottingham (2015). It also

refers to the ability to provide the service as promised on a regular basis and

includes consistency of performance and dependability. The quality

assurance system can compare the business promise as to what the

customer expects and what the customer service delivers (Markgraf, 2017).

Reliability also means that the firm performs the service right the first time and

the firm honors its promise. This includes punctual service delivery and ability

to keep to agreements made with the customer. It concerns the ability to keep

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service promises accurately and consistently. It includes correct service and

accurate record and prompt reply to customers (Felix, 2017). In other words, a

company should be providing services as promised, accurate in handling

customers’ service problems, performing services right, and providing

services at the promised time. It is essential that the services for it have a

positive impact on customer satisfaction (Minh Nguyen, 2018). In the study of

(Helder & Fernandes, 2015), they stressed the significant factors in evaluating

service quality to satisfy and retain the customers- that is cleanliness and

truthful information about the company products/services. Reliability includes

customer service representatives responding in the promised time, accuracy

in delivering the food, following customer instructions, and making repairs

correctly for the first time (Gopalakrishnan, 2016). Besides, (Leonard et al.

2015) Reliability can provide the promised service regularly, consistently,

timely and accurately to the consumers. The supplier must comply with what

was promised, without the need for rework and it refers to a situation where a

service provider or a company can be dependable to the customers, where

customers can easily trust or put their trust in the service provider or company

to provide them with desirable services Wamweta, (2016). Companies that

succeed in keeping promises to customers often gain a reputation for being

reliable and trustworthy (Newman, 2016). Consistency is a critical factor for

providing assistance or product to the customers on time with error-free

conditions. Parasuraman et al. found that reliability means organizations

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perform a service correctly the first time. Moreover, it shows that

organizations strive to fulfill promises and pay attention to the results.

Reliability has an impact on trust and the overall impression left in the mind of

a customer after service consumption. The reliability dimension of service

quality is vital and perceived through the people aspect of service quality.

Positive correlation does exist between the reliability of service, service

quality, performance and customer satisfaction. This is made possible through

the interactional activities between employees and customers.

 Responsiveness is another quality of service playing a pivotal role to

exceed customer’s expectation, which is the readiness and willingness of

employees to offer service that encompasses timeless services (Kumar and

Charles, 2015). Responsiveness is the prompt attention to requests and

questions, desire to sort the problem and help, providing the problem solution

on demand, delivering the better complaint handling service, and giving the

flexibility service to the customers (Leonard et al., 2015). Responsiveness is

the inclination and willingness of the employees to serve customers quickly

and properly (Nottingham, 2015). Responsiveness is the most important

frontline of the employees to the restaurant. Hence, a restaurant must keep

customers informed as to when service will be performed, immediately

respond to customers’ requests, and the employees should instill confidence

in customers (Nottingham, 2015). In other words, the crew/staff would carry

out the tasks that include taking customer reservation, welcoming them and

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leading them to tables (John, 2017). Responsiveness measures the ability to

solve the problem fast, deal with customers’ complaints effectively and the

willingness to help customers as well as meet the customers’ requirements.

No matter the business or the complaint, the first two steps to resolving

customer complaints are Step one: listen to the customer’s experience in its

entirety, Step two: apologize (Saunders and Leslie, 2018). The companies

with the quickest reactions would own a competitive advantage. Being

responsive is not complex; being responsive means providing fast, friendly,

knowledgeable service (Wroblewski, 2018). This dimension of service quality

is perceived through the people's aspects of service quality. However,

information technology advancements like emails, webpage and customer

service interface improves the responsiveness of service delivery firms. There

are a bunch of precursors that likewise aid basic methodology for shaping

clients’ perspectives toward administration quality and reliability in the car

care industry in Saudi (Korda and Snoj, 2010; Omar et al., 2015). Specialist’s

expertise level and productive issue determination, correspondence quality,

client care quality, an exhibition of information, client esteem, proficiency of

staff, representatives’ capacity to tune in to client inquiries and respond

emphatically to their necessities. Protests, security, workers’ dependability,

more limited holding up time and quickness, actual prompts, cost of

administration, accessibility of issue recuperation frameworks, responsibility,

guarantees, for example, mistake-free administrations, generally association’s

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picture and workers’ politeness, and responsiveness. Despite the innovative

changes happening in the car care industry and the instructive degree of car

administration suppliers in Saudi Arabia, car care suppliers in the territory

taught about the need to continually refresh their insight into the

advancements in the area of vehicle workshops and the components of

administration. Thus, we argued that reliability is important to enhance the

perception of service quality of customers. Responsiveness refers to the

institution’s ability to provide fast and good quality service in the period. It

requires minimizing the waiting duration for all interactions between the

customer and the service provider (Nambisan et al., 2016). Nambisan et al.

(2016) explained that responsiveness is crucial for enhancing the customers’

perception of service quality. Rather, the institution should provide a fast and

professional response as to the failure and recommend alternative actions to

address the customer’s needs. In this light, Nambisan summarizes

responsiveness to mean four key actions, i.e., giving individual attention to

customers, providing prompt service, active willingness to help guests, and

employee availability when required. These aspects help companies to

enhance the customers’ perception of service quality.

 Assurance consists of employee’s knowledge and courtesy and their

ability to show confidence and develop trust in the customers especially in

making customers feel safe in their transactions and being knowledgeable to

answer customers’ questions. One of the most important things that can

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separate a decent server staff from a stellar font-of-the-house crew is

knowledge of the food offered (Brewpub, 2016). Competence relates to the

expertise an organization has the access to determine if a customer could

quickly and efficiently contact the right department. Courtesy is trying to be

polite to customers and communication is about clear, honest and prompt

information for clients. Credibility is about to what extent the organization’s

message is believable and reliable (Mulder, 2018). The crew/staff must have

sufficient knowledge of all the items on the menu and wine and drinks lists in

order to advise and offer suggestions to customers. In addition, they must

know how to serve each dish correctly on the menu and have a complete

knowledge of all forms of foods and drinks (Shirke, 2015). Crew or staff must

list down correctly the orders in order to avoid mistakes of the foods they

serve (Pal, 2016). Werlk (2017) explained that the crew or staff must inform

the customer of the availability of the food they offer in order for the customer

to decide easily what the foods they want to choose. The crew or staff should

also treat customers with care and respect by providing an excellent meal in

order for them to come back to the restaurant repeatedly (Zagroos, 2015).

Assurance is an element that creates credibility and trust for customers, which

is considered through professional services, excellent technical knowledge,

attitude courtesy, and good communication skills, so that customers can

believe in the quality of the firm's services. This dimension is likely to be

particularly important for services that customers perceive as high risk or for

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services of which they feel uncertain about their ability to evaluate outcomes.

Not all customers have the expertise to understand the quality of service and

values they received, and as such may require effective communication or

personal explanation to understand the value they receive. This service

quality dimension has been performed through the people aspects of service

quality. Assurance refers to the skills and competencies used in delivering

services to the customers. Wu et al. (2015) explains that employee skills and

competencies help to inspire trust and confidence in the customer, which in

turn stirs feelings of safety and comfort in the process of service delivery.

Customers are more likely to make return visits if they feel confident of the

employees’ ability to discharge their tasks. Competence, politeness, positive

attitude, and effective communication are the most important factors in

assuring customers. Besides, other factors include operational security of the

premises as well as the proven quality of the service provided to the

customers. Thus, the assurance has a significant contribution in the

perception of service quality.

 Empathy understands the customers’ personal needs, taking care of

them individually and showing them all sorts of sympathy and affection,

looking at them as close friends and distinguished clients (Nottingham, 2015).

Meaning, it refers to the individualized caring attention that is displayed to

each customer. Giving customers individual attention, employees should deal

with customers in a caring fashion, having the customer’s best interest at

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heart and employees should know to understand the needs of their customer.

It is when the service provider’s willingness to give personal service to each

customer (McCleary and Swan, 2016). The general meaning of empathy is

the ability to understand or share the feelings of another. You have to

remember that a part of serving a customer effectively understands their

opinions about the situation (New research, 2018). Jensen (2017) also said

that greeting the customer, acting friendly and professional would make

customers feel welcome and valued. Knowing how to act when greeting

customers and what to say can increase both sales and customer loyalty.

Furthermore, the employee must know how to handle all of the things

mentioned that it may be that another product could serve the original

purpose and need better than the originally requested item. The importance of

empathy in customer service is when employees have insight and can put

themselves in the position of the frustrated customer; they can better

understand how to calm down and maybe help them realize what not to say.

Demonstrating empathy would show customers that you care and would

improve their overall impression of your company, even if they have recently

had a negative experience (New research, 2018). Empathy, treating the

customers as individuals and understanding the needs and wants, customer

easy access to the staff of the organization and their service and information;

team communicates clearly, appropriately timely with their customer,

organization understanding the needs and wants for the consumers (Leonard

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et al., 2015). Empathy is the ability to share or understand the feelings of

others. It is an essential element of everyday relationships and can be equally

powerful when it comes to company-customer relationships. Customers

should be treated like individuals, rather than sources of revenue, on every

step of their journey (Wong, 2016). According to Klerk (2016), the restaurant

having a good service can convince customers to revisit repeatedly.  Empathy

refers to the quality of individualized attention given to the customers. The

service providers go an extra mile to make the customer feel special and

valued during the interaction (Bahadur et al., 2018). Murray et al. (2019)

explains that empathy requires visualizing the needs of the customer by

assuming their position. Murray et al. (2019) lists the qualities that foster

empathy as including courtesy and friendliness of staff, understanding the

specific needs of the client, giving the client special attention, and taking time

to explain the practices and procedure to be undertaken in the service

delivery process. Ganguli & Roy claim that a positive correlation does exist

between empathy and customer satisfaction. They also realized that without

empathy customers would remain dissatisfied with service quality. Therefore,

empathy greatly affects customer satisfaction. This dimension will immensely

contribute toward customer long-term relationships with the company.

Empathy creates a condition of emotional relationship with customers and the

service providers and motivates customers to do business with the company.

There is a positive relationship between empathy and customer satisfaction.

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The importance of empathy can be felt through service quality, customer

loyalty as well as satisfaction. Therefore, empathy and reliability of service are

significantly influenced by the service environment. The dimension also

facilitated through the people aspect of service quality.

 Tangibility dimension is described as the physical quality such as

facilities, equipment and personnel appearance.  Well-skilled first line

workers, product quality, brochures and cards, can represent tangible

(Muhammad Atif Nawaz, Azam, & Bhatti, 2019). Samsung (2016) stated that

by understanding the customers, guests have another expectation, as they

want to ensure immediately that they can continue with their typical tasks

while staying at the restaurant – including checking email, participating in

work video calls, watching their favorite television shows or posting vacation

pictures to social media from their mobile devices. From this viewpoint, when

the staff provides the restaurant's wireless password early in the dine-in

process, guests feel like they understand their needs and anticipate what is

important to them. According to research from industry data and analysis firm

Technomic Inc. 65% of customers in 2014 expected restaurants in the quick-

service segment to offer free access to Wi-Fi in their restaurants. The

companies that require a more defined and professional dress code and

wearing company identification cards to the employees to maintain a

professional image of themselves and the business, where employees

routinely interact on a daily basis with prospects, clients and business

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partners is essential (Ebersole, 2015). It is essential that employees must

follow safe systems of work and site rules required to protect health and

safety, including the compulsory use of personal protective equipment (PPE)

in performance of the pest control service (Burton, 2017). In addition, in

tangible, the proper and functional equipment is important because it keeps

the business operating smoothly and efficiently. Equipment is the main factor

that every company needs for the successful finishing of any project or job

(Weber, 2015). Tangibles provide an image that the customer considers for

evaluating the quality; like the amenities in the physical environment of the

organization (Leonard et al., 2015). Tangibles provide physical

representations of the service that customers use to evaluate quality, enhance

their image and ensure continuity of quality to customers (Ziethaml et al.,

2015). A tangible component of service quality has a positive impact on

customer satisfaction, the appearance of physical facilities, equipment,

personnel and communication materials (Minh Nguyen, 2018). Consequently,

equipment requirements should become a big part of the overall business

plan. In a modern business organization, various machinery and equipment

are used to increase the industrial activities and efficiency (Weber, 2015). The

tangibles are tangible information that is visible to the customers in the form of

for instance the visibility of staff (work clothes/uniform), the cleanliness of all

other facilities (Mulder, 2018). According to Khan & Fasih (2014, after, Blery,

Batistatos, Papastratou, Perifanos, Remoundaki & Retsina, 2009), tangibles

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are seen to be perceptible by touch or a visible existence. Information and

Communication Technology (ICT), tools, sites, company’s employees and any

visible facilities form the tangible dimension of service quality. Tangibles are

especially important to service delivery firm’s as they are crucial variables to

developing strong, positive and inspiring customer association and

experience, through its proprietary assets. The tangible aspects of a service

have a significant influence on perception of service quality. These comprise

the external aspects of a service that influence external customer satisfaction.

The key aspects of tangibility include price, ranking relative to competitors,

marketing communication and actualization, and word-of-mouth effects

(Ismagilova et al., 2019), which enhance the perception of service quality of

customers. These aspects extend beyond SERVQUAL’s definition of quality

within the car care industry settings.

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CHAPTER 3

RESEARCH METHODOLOGY

Introduction

This chapter clearly defines the methods used to conduct the study.

The researchers explain how the necessary data and information to address

the research objectives and questions were collected, presented, and

analyzed. It involves a blueprint for the collection, measurement, and analysis

of data. This section is an overall scheme, plan, or structure conceived to aid

the researchers in answering the raised research question.

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Method of Research

This study adopted Parasuraman’s SERVQUAL dimensions. The

researchers used the descriptive research design to evaluate customer

service of Shammy’s Backyard Bistro. The researchers used a qualitative

method. Thus, the researchers will gather information from the survey

collected from the respondents.

Population, Sample Size, and Sampling Technique

The method used by the researchers is a qualitative method using

survey questionnaires to gather data. The qualitative approach shows the

results from the customers who ordered the dine-in and take-out of Shammy’s

Backyard Bistro. This strategy was used because it is appropriate to answer

the research questions. This strategy will permit us to measure our variables

derived from the SERVQUAL model adequately and come out with fine

differences between people in terms of assessing their perceptions about

service quality. This gives the research findings high reliability and validity.

Sampling Technique

The purposive sampling method was being used in selecting the

respondents in conducting the survey. Convenient sampling was used

because in this method only the customers of Shammy’s Backyard Bistro who

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were there during the time of distribution of survey questionnaire were taken

as the respondents. 

Description of Respondents

Shammy's Backyard Bistro is one of the most popular small restaurants

in Buenavista. The respondents are those who have experienced ordering

dine-in or take-out during the distribution of the survey. The average number

of walk-in customers at Shammy's Backyard Bistro per day is 100, and by

applying the Slovens equation, the number of respondents of dine-in and

take-out are 80.

Research Instrument

The instrument in this research is based on Parasuraman et al (1990).

The questionnaires were based on the five dimensions of service quality

(tangibility, assurance, reliability, responsiveness and empathy). This

research will be collecting primary data using survey questionnaires from

eighty (80) respondents. The researchers prepared a researcher-made survey

questionnaire for the customers of Shammy’s Backyard Bistro. The

questionnaires are closed-ended questions in line with the objectives of the

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study. The survey's primary purpose was to determine the level of the

customer service of Shammy’s Backyard Bistro. The questionnaire is

composed of five sections namely; (1) reliability, (2) responsiveness, (3)

assurance, (4) empathy, and (5) tangible.  The questionnaire was modified to

answer how effective the customer service of Shammy's Backyard Bistro. The

modifications of the survey questionnaire were also anchored from the study's

review of related literature.

The researchers used a four-point Likert scale for closed-ended questions.

The participants will be asked to rate their level of agreement towards the

strategies of the Shammy’s Bastard Bistro, ranging from:

4 – Very Satisfied                         

3 - Satisfied                                          

2 – Dissatisfied

1 – Very Dissatisfied

Data Gathering Procedure

In gathering the data needed for the study, the researcher made a

letter of consent to conduct the survey signed and approved by the Dean.

After the approval, the researchers asked the permission from the

management of Shammy’s Backyard Bistro to conduct the study and

approach them formally. With the management’s consent, the researchers

personally communicated with them for the arrangement of schedule in

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conducting the study to their customers in face-to-face procedure. Afterwards,

the researchers administered the researcher-made questionnaire to their

customers to gather the needed data for the research and explained to them

the directions on how to fill up the survey questionnaire. The survey

questionnaires were distributed to the respondents who were present inside

the restaurant. The researchers waited for the respondents to finish

answering the questionnaire. After the respondents finished answering the

questionnaires the researchers collected it immediately.

Statistical Treatment of Data

           The frequency distribution was used in organizing the data while the

weighted mean was used in presenting the result of the ratings. The tool used

to analyze the mean of the reliability, responsiveness, assurance, empathy

and tangible is the Likert scale model.

Table 1. Rating Scale

Scale Range Verbal Qualitative Description

Description

4 3.26-4.00 Very Satisfied Beyond customer’s

expectations.

3 2.51-3.25 Satisfied Meet customer’s expectation.

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2 1.76-2.50 Dissatisfied Nearly meet customer’s

expectation.

1 1.00-1.75 Very Dissatisfied Below customer’s expectation.

        The table above shows the average interval of the mean equals its

corresponding description. This will be used for the rating of the customer

service key performance indicators that are reliability, responsiveness,

empathy, assurance and tangible

CHAPTER 4

RESULT AND INTERPRETATION OF DATA

This chapter presents the results of the survey's primary data

collection. This chapter includes the presentation, evaluation, and

interpretation of the information gathered. It shows how Shammy's Backyard

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Bistro's customers are rated in terms of the reliability, responsiveness,

assurance, empathy, and tangible. The results are displayed in the table.

Data Analysis

 What is the satisfaction level of the customer service both Dine-in and

Take-out of Shammy's Backyard Bistro in terms of:

1.1 Reliability 

1.2 Assurance

1.3 Tangibility 

1.4 Empathy 

1.5 Responsiveness

Table 2. The level of satisfaction on the Customer Service of Shammy’s

Backyard Bistro

Dine Verbal
SERVQUAL Take Out Verbal Description
In Description

Reliability 3.24 Satisfied 3.26

Very Satisfied
Responsiveness 3.30 Very Satisfied 3.40 Very Satisfied

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Assurance 3.56 Very Satisfied 3.21

Satisfied
Empathy 3.33 Very Satisfied 3.38
Very Satisfied
Tangibles 3.49 Very Satisfied 3.15
Satisfied
Overall Mean 3.38 Very Satisfied 3.28
Very Satisfied

Table (2) shows the level of customer satisfaction in terms of reliability,

assurance, tangibles, empathy and responsiveness in both Dine-in and Take-

out.

Based on the survey result in terms of the Reliability dimension of

Shammy’s Backyard Bistro, Servqual the customers both Dine-in and Take-

out are Satisfied and Very Satisfied respectively. This means that in the point

of view of the customers, the restaurant was able to serve ordered foods at

the time promised, accurate in serving and receiving the food ordered, the

availability of food in the menu upon ordering, completeness of the orders

receive like utensils, condiments and foods. Since the result of the survey

shows desirable result. This will give a positive impact to the future customers

because the Bistro is able to keep the service they promised accurately and

consistently. Which in turn to encourage more customers to dine-in the Bistro.

It is clear from the Assurance dimension results that customers of

Shammy's Backyard Bistro are happy with both the dine-in and take-out

services offered. This means that in the point of view of the customers, the

restaurant was able to have good communication when dealing with

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customers, have the ability in establishing trust and instill confidence to

customers, mastery of staff in services provided to customers, and have the

professionalism of staff when interacting with customers. This implies that the

customers are assured and feel secured every time they will transact to the

Bistro which will then leave positive impression to the customers. Makes them

to purchase again.

On the other hand, based on the survey result in Tangibility dimension

both Dine-in and Take-out received Satisfied and Very Satisfied as well, this

means that in the point of view of the customers, customers are satisfied with

the frequently cleansed tables and chairs and the clean, orderly, and correctly

attired service personnel, and most especially have a good ambiance of the

Bistro. This implies that the customers of the Bistro are able to feel

comfortable every time they make their purchase to the Bistro. This will make

the customers purchase again.

In Empathy dimension, based on the survey result from both Dine-in and

Take-out, customers are Very Satisfied. Both dine-in and take-out customers

verbally described their experiences as being Very Satisfied. This means that

in the point of view of the customers, the restaurant was able to be attentive in

responding to customers’ needs even when not asked, efforts are given by

the staff make the customers assured and comfortable while waiting for their

food, and the priority given by the bistro to the Senior Citizen, PWD and

pregnant women. This implies that customers care was given to the

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customers of the Bistro making the customers feel valued and this fulfilled

with services of the Bistro.

The Responsiveness result also shows that Shammy's Backyard Bistro's

customers are also Very Satisfied in both Dine-in and Take-out. This means

that in the point of view of the customers, the restaurant was able to be

attentive in resolving customer complaints, attentive in getting customer’s

order, prompt in delivering the food ordered, and prompt in cleaning the dining

table or the waiting area. This implies that the Bistro are quick to respond to

the customers’ needs and thus prompt service. This in return would make the

customers satisfied with the services of the Bistro leaving positive impression

of the Bistro.

 Which indicators does Shammy’s Backyard Bistro perform best in

terms of:

a. Dine-in

b. Take-out

Table 3. The level of satisfaction on the Customer Service of Shammy’s

Backyard Bistro in terms of Dine In SERVQUAL indicators

Dine In
Verbal
SERVQUAL Q1 Mea
Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Descripti
0 n
on
3.5 3.4 2.8 3.0 3.3 3.4 3.3 2.9 2.8 3.6
Reliability 3.23 Satisfied
2 1 1 7 3 0 6 2 8 2
Responsivene 3.5 3.4 3.5 2.9 3.4 3.0 2.9 3.4 2.9 3.6 3.30 Very

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ss 7 1 4 6 1 0 5 6 9 9 Satisfied
3.6 3.5 3.6 3.4 3.4 3.4 3.5 3.6 3.6 3.6 Very
Assurance 3.56
9 3 1 9 1 4 5 1 4 1 Satisfied
3.4 3.0 3.4 3.4 3.5 3.5 3.0 3.5 3.1 3.0 Very
Empathy 3.33
9 9 7 5 1 2 9 1 1 6 Satisfied
3.5 3.5 3.5 3.4 3.6 3.1 3.6 3.4 3.2 3.6 Very
Tangibles 3.49
6 4 5 6 1 3 2 9 5 4 Satisfied

Based on the survey result, the Assurance dimension got the highest

mean among the other dimensions for Dine-in customers. However, the

responsiveness, empathy and tangibility dimension also got the same verbal

description. This means that the Bistro’s ability to establish trust and instill

confidence to their customers is the top reason for the customers to be

satisfied with the customers service of the Bistro. This in turn would make the

customers feel assured and secured every time they transact to the Bistro and

thus would make them purchase again.

Table 4. The level of satisfaction on the Customer Service of Shammy’s

Backyard Bistro in terms of Take-Out SERVQUAL indicators

Take out
Verbal
Servqual Q1 Mea
Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 descripti
0 n
on
3.3 3.3 2.7 3.2 3.4 3.5 3.2 2.8 3.4 3.4 Very
Reliability 3.26
0 0 9 3 6 8 3 0 7 2 satisfied
Responsivene 3.6 3.5 3.5 3.3 3.5 2.9 2.8 3.5 3.4 3.6 Very
3.40
ss 5 3 3 3 2 6 5 3 2 3 satisfied
3.2 3.2 3.7 3.2 3.0 2.7 3.4 3.3 3.2 2.8
Assurance 3.21 Satisfied
1 3 2 7 1 9 0 5 1 8

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3.4 2.8 3.6 3.2 3.5 3.5 3.4 3.4 3.0 3.5 Very
Empathy 3.38
8 7 9 6 5 1 6 4 6 0 satisfied
3.1 3.0 3.1 3.0 3.1 2.7 3.0 3.2 3.4 3.5
Tangibles 3.15 Satisfied
3 8 7 4 6 0 4 8 1 0

Based on the survey result, the Responsiveness got the highest

mean among the other dimensions for Take-out customers. However, the

reliability, assurance, empathy and tangibility dimension also got the same

verbal description. This means that the bistro’s quick to respond to the

customers needs and complaints and thus prompt services to the customers

is the top reason for the customers to be satisfied with the customers service

of the Bistro. This would make the customer feel secured leaving a positive

impression of the Bistro. Making them to purchase again.

 Which indicators does Shammy’s Backyard Bistro perform least in

terms of:

A. Dine-in

B. Take-out

Dine-in

Based on the survey result, Reliability got the least average mean of

3.23 with a verbal description of satisfied among the dine-in customers.

Although it has the lowest mean but still the customers are satisfied with

this dimension.

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Take-out

For take-out customers, the survey result shows that Tangibles got the

lowest average mean among all five dimensions, but still the customers are

satisfied with this dimension.

 What is the overall rating performance of Shammy’s Backyard Bistro in

terms of Dine-in and Take-out?

The customers are happy with the company's service. The assessment

for dine-in was higher than take-out. Dine-in got 3.38 average mean, while

Take-out got an average mean of 3.28. The respondents' assessment of

the service quality of the Bistro is that they did a very satisfactory job in

the areas. This means that the Bistro is able to provide prompt service,

accuracy in delivering the food within the promised time, preparing meals

properly, keeping the workspace and equipment clean, and making

customers feel at ease and confident, beyond what customers expect from

them. As a result, customers would tend to make purchase again in the

stores and thus develop loyalty.

 What are the proposed enhancements and improved customer service

of Shammy’s Backyard Bistro in terms of Dine-in and Take-out?

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The survey result suggest that the customers are very satisfied with the

service quality of the Bistro. This implies that as to customer service aspect of

the operation of the Bistro has no problem. However, given the customer

experience of the store. It is recommended that a study in the kitchen

operation of the Bistro needs to be conducted.

CHAPTER 5

SUMMARY, CONCLUSION, AND RECOMMENDATION

This chapter presents the summary of finding from the data gathered,

conclusions drawn from the findings and recommendations, which the

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researcher has deemed necessary in view of the findings, and conclusion

presented.

Summary

Table 6. Overall performance of Shammy’s Backyard Bistro.

Take
SERVQUAL Dine In Verbal Description Verbal Description
Out

Reliability 3.24 Satisfied 3.26

Very Satisfied
Responsiveness 3.30 Very Satisfied 3.40
Very Satisfied
Assurance 3.56 Very Satisfied 3.21
Satisfied
Empathy 3.33 Very Satisfied 3.38
Very Satisfied
Tangibles 3.49 Very Satisfied 3.15
Satisfied
Overall Mean 3.38 Very Satisfied 3.28
Very Satisfied

The respondents are very satisfied on the service provided by the company.

Dine-in got the highest rating than Take-out. In a restaurant, the overall dining

experience is used to conceptualize customer satisfaction by determining both

food quality and service quality (Alhelalat, Habiballah, & Twaissi, 2017; Kaya,

2018). Furthermore, dine-in refers to the provision of foods that were

consumed in the restaurant where they were ordered rather than being taken

away, also known as take out (Oxford Dictionary on Lexico.com, 2021). The

perception of the respondents on the service quality of the employees is that

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they performed very well in the factors enumerated as maintain safe distance

from one another, proper preparation of food, clean work spaces and

equipments and employees makes customers feel comfortable and confident.

Conclusions

With this study we sought to measure the quality of the customer

services provided by Shammy’s Backyard Bistro and to provide practical

solutions on shortcomings found. As we mentioned before, the owner states

that there is a problem with their customer service, employees can’t

performed outstanding customer service. According to the results of the study

the survey shows that employees do their best to serve better the customers

and to satisfy what the customers’ needs. They try to give fast responses to

customer complaints and take orders on time. So, as a result there is no

problem seen on the customer service of the Bistro. The evaluations of the

customer surveys are usually satisfied and very satisfied. To be more specific,

the Bistro has satisfied customers along with the customer service they

offered. It can be said, that customer satisfaction is the key component of

business profitability because once the customer reaches their satisfaction

level, and it may influence them to consume the service continuously.

Therefore, there is a miscommunication happened between the employees

and the owner of the Bistro.

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Recommendations

Due to the fact that there was no problem about the customer service

of Shammy’s Backyard Bistro, we suggest to the future researchers to

discover and to focus on their productions. We recommend you to seek out

their kitchen layout for the reason that a good kitchen layout holds great

importance for restaurants. It facilitates streamlined production and provides

efficient workspaces to the staff. Furthermore, a good kitchen layout is

essential for the restaurants to prepare as many orders as possible. We also

recommend you to seek out their work environment and number of hours

worked. Long hours and hard work without reasonable breaks can lead to

reduced productivity. Besides not having enough staff means that everyone

else has to work harder or for longer hours, resulting in tired staff and reduced

productivity. Another suggestion is to determine the scheduling of their staff.

No matter how well you have planned the schedule, problems can arise. For

instance, a staff member may call in sick or fail to show up without warning.

Due to this, they must have contingency plans to deal with these problems.

The researcher suggests that people who will do further research on this topic

go back and review the service program of the food service operations. 

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Appendix

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Appendix B:

Appendix C:

Appendix D:

CURRICULUM VITAE

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Name: Jenyross A. Boiser

Date of Birth: December 23, 1999

Place of Birth: Nasipit Agusan del Norte

Email: [email protected]

Educational Attainment:

Elementary School : Buenavista Central Elementary School

High School : Saint James High School

Tertiary : ACLC College of Butuan

Course : Bachelor of Science and Business Administration Major

in Finance

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Name: Mariel B. Manlapaz

Date of Birth: July 12, 1991

Place of Birth: P3-A Brgy21 Mahogany, Butuan City Agusan del Norte

Email: [email protected]

Educational Attainment:

Elementary School : Butuan Central Elementary School

High School : Holy Cross of Bunawan

Tertiary : ACLC College of Butuan

Course : Bachelor of Science and Business Administration Major

in Marketing Management

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Name: Lewelyn C. Entiña

Date of Birth: December 8, 1992

Place of Birth: Dankias Butuan City

Email: [email protected]

Educational Attainment:

Elementary School : Lingayao Elementary School

High School : Tungao National High School

Tertiary : ACLC College of Butuan

Course : Bachelor of Science and Business Administration Major

in Marketing Management

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Name: JOEY PAULO C. YBAÑEZ

Date of Birth: July 6, 1996

Place of Birth: Provincial Hospital Butuan City

Email: [email protected]

Educational Attainment:

Elementary School : Norcaces Cabadbaran City

High School : Agusan National High School,

Tertiary : ACLC College of Butuan

Course : Bachelor of Science and Business Administration Major

in Marketing Management

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Name: Rodney U. Ybas

Date of Birth: July 17, 2000

Place of Birth: Agusan Del Norte Provincial Hospital

Email: [email protected]

Educational Attainment:

Elementary School : Ampayon Central Elementary School

High School : Ampayon National High School

Tertiary : ACLC College of Butuan

Course : Bachelor of Science and Business Administration Major

in Marketing Management

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