1

CHAPTER 1

The Problem and Its Setting

Introduction

Restaurants range from inexpensive and informal lunching or dining

place catering to people working nearby, with simple food served in simple

settings at low prices, to expensive establishments serving refined food and fine

wines in a formal setting, people would absolutely fall for this. Nowadays it is

very popular particularly amongstudents. Aside from the attraction, food

quality and service is also one of the reasons why it is popular. Restaurant can

also be a place for Meet-ups, meetings, hang-outs, celebrating spot, and

sightseeing.

Cooking and eating in the Philippines has traditionally been an informal

and communal affair centered in the family kitchen. Filipinos traditionally eat

three main meals a day: breakfast, lunch, dinner and sometimes an additional

afternoon snack called merienda. Filipino do not with chopsticks instead they

use spoon and fork. Traditionally they eat with hands, specifically dry dishes

such as inihaw or prito.

Service is extremely important where diners want to be treated well. When

it comes to restaurant there should be the cleanliness, good services and quality

of food being offered. Marketing is also important issue in the food industry

today. Many restaurants sits in a row with several competitors and also many
 2

competitors which offer similar products that caused them to have few

customers. With these problem, the researchers decided to conduct a study

about achieving the satisfaction of every students, what do they need to be

satisfied, and also how to catch their attention by choosing where to eat.

The researchers focused to the study because there are many students

who prefer in taking up their studies at Recto, Manila.

The researcher focused on the level of satisfaction from each student who

visited and had a great time eating at selected restaurants in University-Belt

Background of the Study

In accordance to the Food and Safety Act of 2013 or Republic Act No.

10611 signed by President Benigno Aquino on August 23, 2013, every food

business shall comply with the requirements stated in the said act. Every food

business shall ensure the safeguard of human health. Food safety is one of the

most important tasks given to a restaurant manager and staff; policies and

procedures must also be followed.

 3

Setting of the Study

Figure 1

University-Belt map
 4

According to Filipino De leon, a blogger of university-belt manila, that

University Belt or U-Belt is the unofficial name of a de facto sub-district in

Manila, Philippines. It refers to the area where there is a high concentration of

colleges and universities in the city.

The University Belt is commonly understood as the one located, mainly,

in San Miguel district. But technically it also includes nearby Sampaloc,

Quiapo, and Santa Cruz. Generally, it includes the western end of España

Boulevard, Morayta St., the eastern end of Azcarraga, Legarda Avenue,

Mendiola Street, and the different side streets. Each of the colleges and

universities found here are at a short walking distance of each other.

The University Belt has become a hotspot for bookstores, school supply

stores, computer shops and food establishments.

The three selected restaurants in University-Belt are as follows:

1.) Juanas Budbod and coffee. It is located along M.V. delos Santos St,

corner Legarda. The called restaurant is famous to the students of

university-belt because of its cheap price menu and satisfying food

quality.

2.) Mashitta. It is located at Mendiola Corner Legarda Street, Sampaloc,

Manila. At a well-known restaurant for students. This restaurant is great

for casual meets, get-together, group meetings and other school related

group works. The food is very appealing to casual eaters of Japanese and

Korean cuisine; it has the usual set of meals that people would like to
 5

eat, besides the ramen and sashimi, there are contemporary Japanese

meals like the omelet rice

3.) Baliwag Lechon Manok. It is located at Manila F. Dalupan Street, Manila.

This restaurant is known to students because they can throw a

celebration for a big crowd of friends.

Theoretical Framework

The study will be guided by the Expectancy – Disconfirmation Theory, a

theory made by Oliver (1997), and drawing from the Adaptation Level Theory of

Helson (1964). The theory is a model for the study of customer satisfaction. It

is a theory that is widely accepted among researchers. The theory suggests that

a respondent has a high expectation a high – value product or service and

received a low – value product or service. The disconfirmed expectations create

a state of dissonance or a discomfort. The theory holds that “post exposure

ratings are primarily a function of the expectations level because the task of

recognizing disconfirmation is believed to be psychologically uncomfortable.

Thus consumers are posited to perceptually distort expectation – discrepant

performance so as to coincide with their prior expectation level” (Oliver.1997, p.

480.)

The theory would guide the researcher in assessing the customer

satisfaction in dining. The researcher will be studying the pros and cons if the

restaurants meet their expectation or disappoint them, also the effects of it.
 6

Conceptual Framework

Input Process

Level of Satisfaction of Assessment of the

the University – Belt students of University-
Students to the selected belt
Restaurants

Output

Further improvement
of the restaurants
along University-Belt

Figure 2

The Conceptual Paradigm Using the System Model

 7

The illustration shows the process that had been done in the study. The

assessment of the students of University-belt determined the satisfaction level

met by the selected restaurants along University-belt and the respondents’

recommendation. Step by step, the researchers were able to achieve their aim at

the end of this study.

Statement of the Problem

The study aims to know the level of satisfaction of the students of

University-Belt to the selected restaurants along University-Belt. This will be

the basis enhanced promotional strategy programs of restaurant.

The study intends to answer the following questions:

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

1.1. Gender

1.2. Civil status

1.3. Age

1.4. Monthly Allowance

2. What was the level of satisfaction of the customers dining in the

restaurants in terms of:

2.1. Quality of service

2.2. Price

2.3. Quality of food

 8

2.4. Facilities

3. Why did the respondents choose to dine at the following selected

restaurants:

3.1. Juanas Budbod and coffee

3.2. Mashitta

3.3. Baliwag Lechon Manok

4. What are the recommendations to further improve the food service and

quality of the selected restaurants?

5. What enhanced promotional strategies may be proposed to attract more

student-customers?

Assumptions

The researchers expected the respondents to answer the distributed

questionnaire sincerely and honestly on the level of satisfaction to the selected

restaurants in University-Belt and give recommendation to further improve

their customer service.

Significance of the Study

The following are those who benefited the study:

University-Belt. It will be the one who will benefit more in this study,

achieving this satisfaction will increase their sales and also makes the

university belt more popular.

 9

Restaurants owner. The study will benefit not only to those restaurants

along University Belt but also to those who owns a restaurants. This study will

also teach the owner of the restaurant on how to improve their services in a

way of pursuing a well presentable environment and giving the consumer an

assurance for the cleanliness of the food being offered.

Students. Students who eat along the university belt benefits more.

Knowing that, that restaurant is having the cleanliness to their facilities, good

services; affordable foods to eat and the quality of the food that will make the

students come back. These characteristics of the food business industry won’t

make the students tried to transfer to another restaurants and will achieve

their loyalty in a certain food.

Scope, Delimitation and Limitations of the Study

This study focused on determining the food service and quality of the

selected restaurants at the University-Belt. It covers only the student’s

satisfaction and about the quality and services.

Definition of Terms

For clarification purposes, better and clear understanding to the

following terms:

Assessment. It is the process of documenting knowledge, skills, attitudes, and

beliefs.
 10

Consumer. It refers to someone who pays to consume goods and services

produced.

Dominate. This term means to have control of or power over.

Exceptional. It refers to someone or something that is high above average.

Food Industry. It means a complex, global collective of diverse businesses that

supply much of the food and food energyconsumed by the world population

Food Service. It is a business of making, transporting, and dispensing

prepared foods, as in a restaurant or cafeteria.

Food Quality. It is the quality characteristics of food that is acceptable to

consumers. This includes external factors as appearance, texture, and flavor.

Level of Satisfaction. It is a customer’s level of approval when comparing a

product’s perceived performance with his or her expectation.

Marketing. It is the activity, set of institutions, and processes for creating,

communicating, delivering, and exchanging offerings that have value for

customers, clients, partners, and society at large.

Service. A term used to refer for the occupation or function of serving

Sub-district. It refers to a smaller part of a larger area marked off for

administrative or other purposes

 11

Target Market. It is a group of customer towards which a business has

decided to aim its marketing efforts and ultimately its merchandise.

University Belt. It refers to the area where there is a high concentration or a

cluster of colleges and universities in the city.

 12

CHAPTER 2

Review of Related Literature and Studies

The researchers found the following literature and studies relevant to the

topic under study.

Foreign Literature

Brian Duffy (2014) in his article, "A First Impressions Checklist" talks

about how to transform a restaurant from good to better. He indicates his

evaluations to achieve satisfaction and to make restaurants successful. The

important evaluations are their exterior, hosts/hostesses, table setting, servers,

menu, management, and also on the kitchen. It says that first impression of

every customer is very important to achieve such satisfactions.

The literature is related to the current study as it tackles about how to

achieve the customer’s satisfaction through restaurant styles. The present

study like the article aims to achieve and make the restaurant successful.

Nommzz (2008) talks about today’s chaotic lifestyles, timesaving. Today

the demand for the chaotic lifestyles and timesaving products are increasing.

The rate of growth in purchaser expenditures on fast food has led most other

segments of the food-away-from domicile market for much of the last two

decades. Since 1982, there is growth rate in consumer expenditure in fast food

establishment.
 13

Fast food has many unseen costs, including the high price of awful

fitness. Not to reveal the fact that for such inexpensive food, you are in fact

being overcharged by a big amount. So the real reason is not cost, but

handiness. You can get much cheaper food by cooking for yourself, but you are

not always at home to do the cooking, or you do not constantly feel like

cooking.

Now people want fast and convenient meals. They do not want to spend a

lot of time preparing meals, traveling to pick up meals or waiting for meals in

restaurants. That result, consumers rely on fast food. Knowing this fast food

providers are coming up with new ways to market their products that save time

for clients. The rapid pace at which the fast food industry continues to add

branches is as much a manifestation of consumer demand for convenience as

it is a reflection of demand for fast food itself. Intensifying the number of

outlets increases convenience, thus making it more.

Local Literature

Toni Antiporda (2015) in her article "Twenty Something," talked about

how much your twenty pesos can purchase a rice-meal. In 2009, BenteSilog

was a family business owned by the Soriano’s Family. The affordability of their

food composed of ham, longganisa and patty variants turned out to be

successful and BenteSilog food stall became a dine-in restaurant. The business

is located near the Polytechnic University of the Philippines in Manila, where

their main customers are students and workers. At first, many people had
 14

questions about the quality and cleanliness of their food. In 2010, the Food

and Drug Administration had approved the business and it grows resulting in

23 franchisees in Luzon.

The article is closely related to the current study for it directly

acknowledges the food quality and doubts of customers for affordability. The

present study like the article reviewed intends to build a connection on withthe

customers who purchase food at good quality.

According to Bernadette Reyes’ article (2015), “Diplomatic Solutions”,

there are many actions a customer may do if they are not satisfied in a

particular product or service. In solving so, actions must be observed.

Understanding what the customer was trying to say, being polite and

apologetic, communicate your side in a proper manner, and being generous

enough to compensate for the unsatisfied customer are the possible solution

considering the customer’s action, the management should be able to further

improve all this un-satisfaction case.

This literature was relevant to the study for it mentions how to handle

customers without having put them in bad impression of the restaurant. It also

deals on what appropriate action should take place in order not to have

misunderstanding between the restaurant’s staff and the customer.

 15

Partiaabarcar (2014) mentionedthe overall fulfillment among automobile

owners who visit an official repair shop for conservation or repair job

throughout the first 12 to 24 months of possession based on five factors (listed

in order of importance): service quality, service advisor, vehicle pick-up, service

initiation, and service facility. The significance weights of the service mentor

and service commencement factors have improved from 2012 (22% vs. 13%

and 19% vs. 13%, respectively). In accumulation, service worth increases

importance to 40 percent from 25 percent in 2012.

"When evaluating their occurrence at dealerships, customers are giving

more weight to personal relations," said Mohit Arora, executive director at J.D.

Power Asia Pacific, Singapore. "Manufacturers and dealerships, therefore, need

to focus on communication and soft skills, such as supervision client outlook."

Overall fulfillment with authorized dealer customer service in the

Philippines is 825 (on a 1,000-point scale) in 2013, improving 4 points from

2012. Among the 11 brands discussed in the study, Toyota lines uppermost

with a score of 832. Toyota performs predominantly well in the service advisor

and vehicle pick-up factors. Subsequent Toyota in the rankings is Honda,

which achieves a score of 831 and performs particularly well in the service

capability factor.

The literature is closely related to the current study that we are doing

because our topic is all about level of satisfaction, though the literature that we

have on the above statement is not about food.

 16

Foreign Studies

Nadzirah, Othman, Ab Karim and Ghazali (2011) conducted a study to

compare local and international customers in University of Klang Valley,

Malaysia in terms of the university food. The research results that even though

international and local Malaysians have differences when it comes to quality

services, the study revealed that there was no difference between locals and

internationals in terms of customer’s satisfaction with university food services.

Also the study revealed that there was no significant relationship between

customer satisfaction and the respondents.

The present study discusses the benefits the students, university belt,

and restaurant owners will get by achieving the levels of satisfaction. It shows

that what more important is to provide a better service to all the customers.

Campbell, DiPietro and Remar (2014) conducted a study that views at

the involvement of price consciousness, product involvement, price/quality

interference, to consumer willingness-to-pay related to the foods made in a

university food service environment. The research create standard criteria that

look at the above involvement as well as the possible moderating factor of

perceived product information to find out what role they stand in the

willingness-to-pay for locally growth products. A survey conducted from 352

students at Southeastern U.S university food service operation asked about the

role of the price consciousness, product involvement, and price/quality

 17

interference in choosing local foods. The research discovers that there were

significant involvement between product involvement, price consciousness, and

price/quality inference on willingness-to-pay, although perceived product

information did not moderate the relationships. Just by the customer having

enough information about local products and having a high interest will

definitely help boost willingness-to-pay for those local products.

The researchers found its relevance to the present study for it deals with

costumer’s willingness to pay. The researchers assume that willingness to pay

involves satisfaction on the quality a restaurant offers to its customer.

Local Studies

A study made by the students of the College of International Tourism and

College of Hospitality Management of Lyceum of the Philippines – Batangas,

aims to assess customer satisfaction on the service rendered by Montenegro

Shipping Lines. More specifically, the study aimed to know the profile of the

respondents, customer satisfaction on the service rendered by Montenegro

Lines in terms of front line, housekeeping and food and drinks services: and

Qualities of service and customer satisfaction are critical factors for success of

any business.

The study was related to the current study for it will be the researcher’s

in knowing how they could analyze rate the customer’s satisfaction in different

restaurant
 18

Chapter 3

Methods and Procedure

This chapter discussed the methods used in the study. This includes the

respondents of the study, sampling techniques, research instrument, validation

of instruments, procedure of data gathering, and statistical treatment of data.

This study is primarily concerned on the satisfaction level of University-

Belt student on the selected restaurants.

Methods of the Study

The researchers used the descriptive-evaluative method of research in

conducting this study, to determine if the said selected restaurants can

satisfythe University-Belt students. Descriptive evaluative method is a useful

method.Most researchers use this method because it is the only method that

candetermine if the current study will still work. This method simplifies the

valueof the study that is being conducted.

Respondents of the Study

The researchers included 10 customers who already experienced dining

or eating at the selected restaurants (Juanas Budbod and Coffe, Baliwag

Lechon Manok, and Mashitta) several times. It also includes perception of every

customer about the services they have received from visiting the selected

restaurants at University-Belt Recto, Manila.

 19

Sampling Technique

The researchers used the purposive sampling technique, because the

researchers chose to visit the selected restaurants with the purpose to

distribute questionnaires to those customers who are dining or eating to the

said restaurants at University-Belt Recto, Manila.

Research Instrument

The researchers used a Survey Questionnaire. A series of questions that

collect facts or opinion based about something. It makes data comparable and

amenable to analyze.

The survey type questionnaire contains the profile of the respondents

and a series of questions that is answerable with very satisfied, satisfies, quite

satisfied and not satisfied. In this case, the researcher will be able to determine

the level of satisfaction of the students of University-Belt on the said selected

restaurants.

Validation

Mr. EduM. Riparip,International Language Department professor, was

requested to validate the questionnaires. The questionnaires will be used for

dry run to 10 different University-Belt Students who eats in the restaurants

whose results will be subjected to reliability test. The 10 University-Belt

students were not included as respondents of the study.

 20

Procedure of Data Gathering

The researchersdealt with the construction and validation of

questionnaires. Mr. Edu M. Riparip,International Languages Department

professor,validated the questionnaires. The questionnairewas used for dry run

to 10 different regular customers who eats in the restaurants whose results will

be subjected to reliability test.

The researchers dealt with the actual conduct of the study using survey

questionnaire.

The researchers dealt with the tabulating, analyzing and interpreting of

the data gathered using several statistical tools.

Statistical Treatment of Data

The researcher used the frequency and percentage and the weighted

mean methods in obtaining the result of the study.

1. Frequency and percentage. To identify the rate or proportion per

respondents, the researcher uses the frequency and the percentage

distribution. The following will show the formula of the percentage.

Percentage: F X 100

F= frequency of distribution

N= total number of respondents

 21

2. Weighted Mean. This method was used to determine the average

responses in the liker scale type of the questions. To analyze the computed

mean, the verbal interpretation will also be used.

X=∑fx

Point Range Verbal Interpretation

Scale Range Descriptive Interpretation

4 3.50-4.00 Very Satisfied

3 2.50-3.49 Satisfied

2 1.50-2.49 Quite Satisfied

1 1.00-1.49 Not Satisfied

 22

CHAPTER 4

Presentation, Analysis and Interpretation of Data

This chapter includes the presentation, analysis, and interpretation of

gathered data from the questionnaire distributed to the respondents of the

study. This chapter also includes the tabular form used to present the data

gathered with their corresponding interpretation.

Table 1

Respondents’ Gender

Gender f %

Male 46 46

Female 54 54

Total 100 100

The data above indicated a close division of respondents where female

respondents dominated the total number of male respondents with a frequency

of 54 and a percentage of 54 percent, male have a frequency of 46 and a

percentage of 46 percent.

The analysis of the data gathered shows that major diners of the selected

restaurants consist of groups with more female and male as a companion of

these groups.
 23

Table 2

Respondents’ Civil Status

Civil Status f %
Single 100 100
Married 0 0
Total 100 100

Table 2 shows the respondents civil status where 100 percent dominated

the single category.

It shows that all respondents who dine in these restaurants were all

young students and single individuals.

Table 3

Respondents’ Age

Age f %

16-19 69 69
20-23 27 27
24 and above 4 4
Total 100 100

Table 1 shows respondent age. Most of the respondents were dominated

by students with ages within 16-19 which consists of 69 percent; 20-23 or 27

percent; and 24 above or 7 percent respectively.

 24

Analysis shows that more than half of the total respondents ages 16-19

mostly dine at the selected restaurants (Mashitta, Juanas Budbod and Coffee,

Baliwag Lechon Manok) in University-Belt.

Table 4

Respondents’ Monthly Allowance

Monthly Allowance f %

P 2,000 - P 3,000 33 33

P 4,000 – P 5,000 32 32

P 6,000 Above 35 35

Total 100 100

Table 5 indicates the number of respondents and percentage distribution

for the respondents’ monthly allowance. Most of the students have P6000 or

more worth of monthly allowance with a frequency of 35 and a percentage of

35. P2000- 3000 worth of monthly allowance ranked second with a frequency

of 33 and a percentage of 33 percent; P4000 – 5000 ranked last with a

frequency of 32 and a percentage of 32 respectively.

Analysis shows that students who have 6000 or more allowance want to

spend less in affordable restaurants.

 25

Table 5
Level of Satisfaction in Dining the Restaurant in Terms of Quality of
Service

Verbal
Quality of Service Weighted Mean
Interpretation
1.1 The service crew is
3.05 Satisfied
accommodating and responsive.
1.2 The staff is knowledgeable
2.94 Satisfied
and professional.
1.3 The service crew takes order
3.13 Satisfied
promptly.
1.4 The attitude and behavior of
3.12 Satisfied
the service crew was excellent.
TOTAL 3.06 Satisfied

Table 5 shows the level of satisfaction in dining the restaurant in terms

of service quality. Most of the respondents dominated the service crew take

order promptly category with the total weighted mean of 3.12 and the staff is

knowledgeable and professional category with the lowest total weighted mean

of 2.94, having the same verbal interpretation of being satisfied.

The analysis of the data gathered shows that majority of the respondents

are satisfied with the service they have received from the crews and staff while

dining in the selected restaurants.

 26

Table 6

Level of Satisfaction in Dining the Restaurant in Terms of Price

Price Verbal
Weighted Mean
Interpretation
2.1 The price is appropriate in
3.12 Satisfied
the food that is being served.
TOTAL
3.12 Satisfied

Table 6 shows the level of satisfaction in dining the restaurant in terms

of price where the total weighted mean is 3.12 with verbal interpretation of

being satisfied.

The analysis shows that most of the respondents have met their

expectations on the product they have paid and states that it was priced

appropriately.

Table 7

Level of Satisfaction in Dining the Restaurant in Terms of Quality of Food

Verbal
Quality of Food Weighted Mean
Interpretation
3.1 The foods were served hot
3.27 Satisfied
and fresh.
3.2 The foods were served on
3.06 Satisfied
time.
3.3 The food is tasty and
3.25 Satisfied
delicious.
TOTAL 3.19 Satisfied

Table 7 shows the level of satisfaction in dining the restaurant in terms

of quality of food. Majority of the respondents answered "the foods were served
 27

hot and fresh" with the total weighted mean of 3.37 and "the food were serve on

time" with the total weighted mean of 3.06. Both have the same verbal

presentation of being satisfied.

The analysis of the data gathered shows that all of the respondents are

satisfied to the quality of food they have received from the selected restaurants.

Table 8

Level of Satisfaction in Dining the Restaurant in Terms of Facilities

Verbal
Facilities Weighted Mean
Interpretation
4.1 The interior was clean. 2.98 Satisfied
4.2 The surrounding can
2.92 Satisfied
attract customers.

TOTAL 2.95 Satisfied

Table 8 shows the satisfaction level of the respondents in terms of

facilities where the total weighted mean is 2.95 with verbal interpretation of

satisfied.

The analysis of the data gathered shows that most of the diners are

satisfied with the cleanliness of the restaurant and the surroundings are

attractive enough to catch the eyes of possible diners.

Table 9
 28

Reasons to Dine in at the Restaurant

Reasons f Percentage
a. Food Quality 57 57

b. Service Quality 10 10
c. Inexpensive 24 24
d. Facilities 4 4

e. Friend’s suggestion 3 3

f. Nowhere to eat 1 1
g. There is no fast food
1 1
nearby to eat
TOTAL 100 100

Table 9 shows the reasons to dine in at the restaurants where 57 percent

dominated the food quality category. It shows that most of the respondents

prefer the quality of food served at the selected restaurants. Almost half of the

respondents chose the quality of the food and some respondents answered "no

where eat" and "there is no fast food chain" where only 1 percent dominated

this category.

The analysis of the data collected shows that almost half of the

respondent reasons to dine in at the restaurant because of the quality of food

and there are some respondent who do not have place to eat at the selected

restaurants

Table 10
 29

Recommendation to Further Improve the Restaurant

Recommendation f Percentage
a. Serve on time 29 29

b. Decorate uniquely 11 11
c. Keep the
28 28
restaurant clean
d. Make the upsell
9 9
enticing
e. Maintain the
appropriate 22 22
temperature
f. Lessen the price 1 1
TOTAL
100 100

Table 10 shows the recommendation of the respondents to further

improve the restaurant in the University-Belt where most of the respondents

recommended that the restaurant should serve on time with a frequency of 29

and a percentage 29 percent. Some respondents have recommended to less its

price with a frequency 1 and a percentage of 1 percent.

The analysis of the data gathered shows that majority of the diners are

not satisfied with the serving of food on time. Most of the diners are fine with

the food price of the selected restaurant.

 30

Chapter 5

Summary, Conclusions and Recommendations

This chapter presents the summary of findings, conclusions and

recommendation on a descriptive form of research titled “Level of Satisfaction of

the University-Belt Students to the Selected Restaurants: Basis for enhanced

promotional strategy programs of the Restaurant”.

Summary of Findings

Based on the results of finding, the following were formulated:

1. Profile of the respondents

1.1 Gender. Majority of the respondents are female with a 54

frequency and a percentage of 54.

1.2 Civil Status. All of the respondents are single with respondents of

100 and 100%.

1.3 Age. Most of the respondents are 16 – 19 years old with

respondents of 69 and a percentage of 69.

1.4 Monthly Allowance. Most of the college students allowance are

range from P6000 and above with respondents of 35 and a percentage

of 35.

2. Level of satisfaction in dining the restaurants

2.1 Quality of Service. Respondents evaluated the selected

restaurant as satisfied (3.06) in concern of service quality.

 31

2.2 Price. Most of the respondents have evaluated the selected

restaurant with satisfied (3.12) in price.

2.3 Quality of Food. Majority of the respondents evaluated the

selected restaurant as satisfied (3.19) in quality of food.

2.4 Facilities. Respondents evaluated the selected restaurants as

satisfied (2.95) in terms of facilities.

3. Reasons to Dine in at the Selected Restaurant.

Most of the respondents’ reason to dine in at the restaurant was because

of the food quality with 57 respondents and a percentage of 57.

4. Recommendation to Further Improve the Restaurant

Respondents have recommended that the selected restaurant should

improve the serving on time with respondents of 29 and a percentage of 29.

5. Promotional Strategies

The following are the recommendation of the researchers based on the findings

of the study

1. The restaurants should keep their current customers coming back

and bringing their friends by offering them loyalty rewards like offer

diners a free appetizer on their next visit or a discounted drink menu

when they bring in a large group.

2. 10% Off Is Enough To Attract Customers. In order to stimulate your

potential customers, you must provide a discount of 10%. This

percentage is enough to attract customers and make you a profit. You

 32

can also offer, for example two pasta meals for the price of one, which

is very useful way for attracting new customers.

3. For the customer that comes in late because of some study works,

restaurants should offer 12 hours open basis of their restaurants.

This will make their restaurants being well known and gain popularity

because of its availability most of the time.

Conclusions

Based on the foregoing after, the researchers were able to draw the

following conclusions:

1. Most of the respondents are aged 16 – 19 years old, female with a

monthly allowance of Php6000 a month.

2. University-belt students are satisfied to the service quality, price, quality

of the food, and the facilities of the selected restaurant in the University-

Belt.

3. Majority of the diners are dining because of the quality of the food.

4. Most of the diners are not pleased with the serving on time of the staff.

5. The restaurant should at least open 12 hours a day, offer loyalty rewards

and a 10 percent discount to make the students keep on coming back to

the restaurants.
 33

Recommendations

Based on the conclusion, the following are recommended:

1. Make the food choices or some of the choices affordable to most of the

student.

2. Further improve the service quality; price to affordable; food quality to

better taste and appealing; and facilities to be clean, in and out.

3. Think of a strategy that will help improve the weaknesses e.g. price,

service quality, and facilities of the restaurant and further improve its

strength e.g. food quality.

4. Make the serving time appropriate to the preparation of the food.

5. Offer loyalty reward and a 10 percent discount.

6. The restaurant should at least open 12 hours a day.

Every restaurant should apply the latter promotional strategies in order

for them to attract current and new customers. Treat your customers as

partner not a stranger. And also, restaurants should offer products that would

be affordable to all customers and that fit in their wallet.

 34

BIBLIOGRAPHY

Duffy B. (2014). A First Impressions Checklist. International journal of

Hospitality Management. Vol .42

Reyes B. (2015). Diplomatic Solutions (2015 January) Entrepreneur Philippines,

p.38

Antiporda T. (2015). Twenty Something. (2015 January) Entrepreneur

Philippines, p.12

Nadzirah, S., Othman, M., Ab Karim, S. & Ghazali, H. (2012). Influence of

Foodservice Quality on Customer Satisfaction in the Universities of Klang
Valley, Malaysia: Locals vs Internationals(Vol 9 Issue 1, December 2012)
https://teamjournalht.files.wordpress.com/2013/05/team-edsprvrev-
p63-76.pdf