Customer Perceptions Towards The Service Quality: A Case Study of Bonchon Chicken Restaurant, Olongapo Branch

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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:

A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
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ABSTRACT
This independent study aims to investigate the customer perceptions towards the service quality
of BONCHON CHICKEN RESTAURANT by conducting a gap analysis to access the gap
between customer expectations and perceptions. The survey research via questionnaire was used
to collect the primary data. The target population of this research was customers who prior
experience with Bonchon Restaurant, Olongapo City branch that was the location for studying in
this research and the sample size is 50. In this research, the five SERVQUAL dimensions –
reliability, assurance, tangible, empathy, and responsiveness were used to measure customer
expectations and perceptions on the service quality of the restaurant. From this study, the
restaurant’s service performance failed to meet customer expectations in all five dimensions.
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INTRODUCTION
This chapter describes research proposal of the study. With introduction about background,
statement of problem, intention and reason for study, research objective, major research question
and sub-question development, assumptions, scope of research, and benefits of research. At the
end of this chapter includes limitations of research.
1. Statement of the Problem
The purpose of this independent study is to gather opinions of customers who experience the
services of at BonChon Chiken restaurant and to achieve a better understanding of how the
customers perceive and experience to the service provide. To find out the expectation levels of
services at the restaurant in customer’s mind. Also, to identify the problem areas regarding
service quality issues at the restaurant.
2. Statement of the Hypothesis
Hypothesis 1: Service quality dimensions have a positive influence on customer
satisfaction.
Hypothesis 2: Food quality has a positive influence on customer satisfaction.

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3. Theoretical Framework
Customer expectations are beliefs of an individual about service performance before they
receives the actual service delivery (Zeithaml et al., 2006, P. 81). In evaluating service quality,
it is a comparison of customer’s expectation with the actual performance of service, and the
different between customer expectations and perceptions of service is the “customer gap” in
which a firm needs to close that gap. Moreover, the expectations and perceptions of customers
are dynamic and constantly change over the time, so a firm must be continuously examining
any changes to make an improvement quickly.
The offer from Bonchon Restaurant is endless when it comes to Korean food, it is fast and cheap.
These are only some reasons why people love BonChon. Even though Bonchon already created
its market, it is very important to consider quality service
PRODUCT INFORMATION AND APPEARANCE
One of the ways to provide a good quality service is by presenting good products, today’s
generation is focusing on a healthy lifestyle and avoiding fast-food restaurant. Bonchon should
present their products to catch more customers attention and support.

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ADMINISTRATIVE MANAGEMENT
This study shows the Gap for Service Quality and shows how the Administrative Division reacts
with the current gap of the proponents. In making a good quality service administrative
management should consider these responsibilities; organize, command, control, coordinate,
plan, and forecast.
BUREAUCRACY
Upon the execution the study which is improvement of the service of BonChon restaurant, the
proponents considered bureaucracy for better structure for the command. It always gives a clear
division of labor, separation or personal and organizations assets, hierarchical chain of command
and an accurate record keeping.

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4. Conceptual Framework of the Study
Figure 1.1
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5. Significance of the Study
The significance of this study are to understand the consumer perceptions towards service quality
of the BonChon Chicken restaurant that the company can use the results to develop the quality of
service to compete with competitors, and to understand the main problems related to service
quality issues from the perspective of consumers who experienced it for success in delivery good
service and improve the services to more efficiency and effectiveness. Moreover, the business
owner can use the valuable information from this study as a guideline for development the
business strategies to best serving to customers’ need.
6. Scope and Limitation
This study has limited with short period of time and small budgets. In this study examines only
one specific area at Olongapo City branch to represent the overall perceptions of customers at
BonChon Chicken restaurant.
Also, this research is limited only to BonChon Chicken restaurant. It may imply that the results
of this study cannot be applied to other restaurants.

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7. Definition of Terms
SERVQUAL Dimensions of Service Quality
SERVQUAL has five basic categories: RATER – Reliability, Assurance, Tangibles, Empathy,
and Responsiveness.
Reliability: the ability to perform the promised service accurately with consistency of
performance, such as commit the service right the first time, and give a service as its promises.
Assurance: the courtesy (i.e. politeness, respect, friendliness) of employees and competence -
skill and knowledge to perform the service of employees, as well as their ability to obtain trust
and confidence.
Tangibles: the factors such as physical environment, the décor of the restaurant, facilities, and
the appearance of the employees in neat, equipment and materials used to provide the service.
Empathy: employees’ willingness to go beyond customer needs and they can delivery some
extra services such as providing personal caring, individual attention, and recognizing the regular
customers.
Responsiveness: providing prompt service to customers with willingness, promptness in dealing
with customers’ requests, questions, complaints and problems.

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8. Background
A restaurant is a place where people can go to release tension after work with friends or to relax
with family. People increase in dining out since their life is in a hurry so they do not have time
for cooking. As the result, there are many fast food and restaurants such as Jollibee, McDonalds.
KFC and other restaurants opened in a variety of places such as stand-alone, hotels, and
department stores to meet customer preferences.
BonChon Chicken is crunchy, firm and low-fat seared chicken with the extraordinary frying
procedure and special sauce produce non-oily, yet more flavors. In this manner, this organization
previously set up their branch in Philippines, on this marketing plan they focus to buzz their
brand awareness in Philippines. Since Philippines is one of the developing business sectors in the
ASEAN which has huge monetary development that produces immense nourishment utilization,
particularly in terms of chicken consumption. The company strengthens the brand by promise in
high quality healthy products with reasonable price to customers, and realizes in the importance
service quality to obtain customers’ satisfaction. Therefore, this research studies the customer
perceptions towards service quality of BonChon Chicken restaurant in view of an interesting case
study that can use the results obtained for a service development and improvement in the future.
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Methods
1. Research Method
The research method used in this study was based on quantitative approach to gather primary
data. There are many types of quantitative research; however, this study used the survey research
via questionnaire to collect the data about attitudes of current customer at BonChon Chicken
restaurant.
2. Respondents
The respondents will be the customers of BonChon SM Downtown Olongapo city
3. Sampling Design
In determining the sampling, there are two main types of samples: probability sampling and non
probability sampling for choosing samples (Jackson, 2008). Each type has a variety of methods.
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Figure 1.2 Sampling Methods
Probability sampling is a sampling technique in which each member of population has an equal
chance of being selected (Jackson, 2008). There are several techniques; however, the main three
types of probability sampling are: “simple random sampling” each member of the population has
a known and equal probability to be chosen as part of the sample; “stratified random sampling”
divides population into subsamples to ensure that the subgroups are representative of the
population; “cluster sampling” often use when the population is too large for random sampling
method
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Nonprobability sampling is a subjective procedure in which the individual members of the
population is an unknown of being selected as part of the sample by generating samples whoever
easily to obtain (Jackson, 2008). The three basic types are: “convenience sampling” is a basic for
selecting a sample that is available and convenient; “judgment sampling” allows researchers in
selecting a sample that is appropriate for the study; “quota sampling” involves selecting each
population segment based on the judgment of the researchers.
Sampling Technique: To accomplish the research objectives and to answer the research
questions, the purposive or judgment sampling is a procedure in which allows a researcher used
their own judgment to select a sample that is most appropriate for purposes of a study The
participants were chosen from the exiting customers after they visited at BonChon restaurant.
The survey location is in the department store, in which people are busy with urgent business,
and it would be very difficult to request the particular respondents that tend to be quite in a hurry
to answer the questions after they dined at the restaurant willing to answer the questionnaire.
4. The Instrument of Service Quality Measurement
In evaluating service quality as SERVQUAL, it is a comparison of customer’s expectation (prior
experience) with the actual performance of service and the different between customer
expectations and perceptions of service is the “customer gap” or GAP 5 in which a firm needs to
close that gap (Based on SERVQUAL measurement of service quality, Table 1.1 presents the
statements in questionnaire in this study were divided into five dimensions as follows:
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Table 1.1 Five Service Dimensions and Definitions
No. Dimensions Definitions Statements

1 Reliability Ability to perform the promised service 1 to 5
dependably and accurately
Knowledge and courtesy of employees
2 Assurance and 6 to 9
their ability to inspire trust and
confidence
Appearance of physical facilities,
3 Tangible equipment, personnel, and written 10 to 13
materials
4 Empathy Providing personal caring and 14 to 18
individualized attention to customers
Providing prompt service and
5 Responsiveness willingness 19 to 22
to help customers
5. Validation of the Instrument
To validate, the instrument shall be tested with customers of BonChon Chicken
restaurant, located at Sm Downtown Olongapo City.
6. Data Gathering Procedure

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For this study, the questionnaire composes of four parts. Part 1 determines demographic of
respondents for the rest of three parts, this study applies the principal of SERVQUAL model in
the questionnaire. In Part 2, the questionnaire was developed with twenty-two questions to
examine the customers’ expectations on service quality at BonChon restaurant. In Part 3, the
survey evaluates the importance of each service dimension. In Part 4, the survey explores
customers’ perceptions regarding service quality at the restaurant with twenty-two questions. The
full details of the questionnaire are shown in appendix A
Data results from Demographic Characteristics
Table 1.2 shows the data results that present the participants’ information collected from the
survey.
Table 1.2 Demographic Characteristics
Characteristics Frequency Percentage

Gender Male 20 40
Female 30 60
Total 50 100.00
Age Under 25 5 10
26-39 20 40
40-49 15 30
16
More than 50 10 20
Total 50 100.00
Occupation Student 7 14
Employee of private company 20 40
Government Employee 10 20
Entrepreneur 5 10
Others 8 16
Total 50 100.00
Income per month No Income 7 14
Below 10,000 to 15,000 15 30
15,001-30,000 15 30
More than 30,000 13 26
Total 50 100.00
Statistical Treatment
Table 1.3 Summary from Expectation Scores
Standard
Service Expectation Mea Mean of
Deviatio Rank
Dimensions ID n Dimension
n
Reliability E1 5.73 0.96
E2 5.79 1.09
E3 6.06 0.92 6 1
E4 6.31 0.86
E5 6.14 0.94
Assurance E6 5.95 0.96
E7 5.63 0.9 5.65 4
E8 5.59 0.87
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E9 5.43 0.95
Tangible E10 5.65 0.97
E11 5.59 0.96
5.6 5
E12 5.36 0.93
E13 5.79 0.85
Empathy E14 5.64 1.03
E15 5.81 0.91
E16 5.84 0.93 5.71 3
E17 5.79 1.01
E18 5.47 1.01
Responsivenes
E19 5.98 0.87
s
E20 5.46 1.04 5.79 2
E21 6.04 0.9
E22 5.69 0.88
Source: Survey in January 2020
Table 1.4 Summary from Perception Scores
Standard
Service Expectation Mean of
Mean Deviatio Rank
Dimensions ID Dimension
n

Reliability P1 4.88 0.93
P2 4.84 0.97
4.82 1
P3 4.72 0.88
P4 4.8 0.92
P5 4.85 1.04
Assurance P6 4.71 0.91
4.66 3
P7 4.74 0.86
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P8 4.6 0.84
P9 4.57 0.79
Tangible P10 4.83 0.72
P11 4.83 0.8
4.8 2
P12 4.69 0.76
P13 4.86 0.77
Empathy P14 4.88 0.88
P15 4.48 0.9
P16 4.55 0.86 4.65 4
P17 4.5 0.99
P18 4.85 0.82
Responsivenes
s
P19 4.74 0.89
P20 4.51 0.98 4.64 5
P21 4.63 0.92
P22 4.67 0.91
Source: Survey in January 2020
Table 1.5 Gap between Expectation and Perception Scores
Expectation Perceptio Paired

Dimensions Rank
Scores n Scores Differences
Reliability 6 4.82 -1.18 1

Assurance 5.65 4.66 -0.99 4

Tangible 5.6 4.8 -0.8 5

Empathy 5.71 4.65 -1.06 3

Responsivenes
5.79 4.64 -1.15 2
s
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5. Data results from Expectation Scores and Perception Scores
Expectations have been defined as beliefs of an individual about delivery of service that they
expected to get from a service as a standard level of service performance in their judgment.
Perceptions have been defined as attitudes of an individual after they have received and
experienced a service performance
Reliability was the highest expectation score and it was the highest perception score. For
restaurant services, it implied that customers expected in a very high level of service on
reliability, and they perceived high level of reliability service dimension from the restaurant.
Customers wanted to get the service right at the first time and they wanted the restaurant to show
sincere interest in solving their problems. Therefore, reliability was the main problem of
BonChon Chicken restaurant. Reliability was viewed as the most important dimension, so the
restaurant must emphasize on improving this dimension as the first priority.
Responsiveness is the second highest expectation. In contrast, it is the lowest perception scores
the responsiveness is the second highest gap score among five dimensions. It implied that
BonChon Chicken restaurant did not provide prompt service to customers. The restaurant did not
response to their request immediately, and did not inform them when service will be performed,
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and lack of willingness to help them. Therefore, responsiveness was the main problem BonChon
Chicken restaurant. The responsiveness was viewed as the second important dimension that
customers expected to get from the restaurant’s employees. Thus, the restaurant need to improve
this dimension to show that they aware of good relationship with customers.
Empathy is the third highest gap among five dimensions for restaurant services, customers want
individual attention and personalized service. Similar to Reliability and Responsiveness
dimension, empathy is also need improvement. Although the gap is smaller when compared to
reliability and responsiveness dimension, BonChon Chicken restaurant should consider and
improve in Empathy for better service offer.
Assurance dimension is the second lowest gap among five dimensions. However, the result
showed that customers thought that this dimension is important for services. Also, they expected
the performance of BonChon Chicken restaurant.in high level of the restaurant’s staff that is
courtesy and has skills and knowledge to perform services. Therefore, the restaurant should
focus on assurance and trust as well.
Tangible is the lowest expectation score. On the contrary, it is the second highest perception
score. Tangible is the lowest gap among five dimensions. It implied BonChon Chicken restaurant
match the customer expectation most when compared to all five dimensions. It can be said that
the restaurant has good facilities and equipment. An appearance of the restaurant’s employee in
neat and clean is necessary in the sanitary restaurant to establish a feeling of confidence and
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credibility for the customers. Therefore, tangible dimension is also important in improving
service quality of the restaurant.
6. Conclusion
Service quality is an important key for business success because it provides a lot of benefits.
From this study, the customers of BonChon Chicken restaurant did not perceive the services
delivered from the restaurant as they expected. The restaurant needs to be aware of reliability
dimension as top priority and must emphasize on responsiveness. In addition, the restaurant
should train their employees, monitor their marketing communication, and conduct customer
relationship program to close the gap and to secure long-term relationship.
References
EBooks
Jackson, S.L. (2008). Research Method: A Modular Approach. Belmont, CA:
Thomson Wadsworth
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INTERNET
https://fnbreport.ph/features/the-possible-implosion-of-the-restaurant-industry-in-manila-1-peterp-
20180606/
https://healthybusinessbuilder.com.au/customer-demand-changed-throughout-years/
https://www.researchgate.net/figure/SERVQUAL-model-Parasuraman-et-al-1988_fig5_277661334
Appendix A: Survey Questions
Direction: The questionnaire is for a research project by a graduate student of Master of
Business Administration of Mondriaan Aura College. It is a part of research in order to find out
customers’ perceptions related to service quality at BonChon Chicken, Sm Downtown, Olongapo
City.
Please mark ✔in the statements that best fit to your answer.
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Part 1: Individual Information
1. Gender
1. Male
2. Female
2. Age
1. Under 25
2. 26 – 39
3. 40- 50
4. More than 50
3. Occupation
1. Student
2. Employee of Private Company

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3. Government employee
4. Entrepreneur
5. Others
4. Income per month (Php)
1. Below 15,000
2. 15,001 – 30,000
3. 30,001 – 50,000
4. More than 50,001
Part 2: Restaurant Expectations
Based on your experiences of a restaurant, please think about the restaurant that delivers an
excellent quality of service. Please show the levels to which you think such an excellent
restaurant would execute the feature as below described by each statement. If you feel a feature
is Not at all important for an excellent restaurant such as one you have in mind, and then please
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select “1”; if you feel such a feature is Very important then please select “7”; or select an
appropriate choice in between if you feel less important.
Quite not Not Quite Very

Not at all important Neutral important
Expectation Statements important important important important
-1 -2 -3 -4 -5 -6 -7
1 An excellent
restaurant shows a
sincere interest to
solve your problems
2 Bill collecting
at an excellent
restaurant is always
right
3 An excellent
restaurant serves high
quality of foods
4 An excellent
restaurant serves
fresh and clean raw
materials
5. An excellent
restaurant insists on
error free records
6 Employees at
an excellent
restaurant are
consistently
courteous with you
7 You feel safe in
transaction with an
excellent restaurant
8 Employees at
an excellent
restaurant have the
knowledge to
perform services
9 Employees at
an excellent
restaurant have the
knowledge to answer
questions
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10 An excellent
restaurant has a
fascinating food
presentation
11 An excellent
restaurant has modern
and comfortable seats
12 Materials
associated with
services at an
are appealing
13 Employees’
appearance at an
are neat and clean
14 An excellent
restaurant has a
special menu of
premium and rare
foods that are
appealing
15 Employees at an
will be patient and
attentive to your
complaints
17 An excellent
restaurant has sincere
and attentive
employees
18 An excellent
restaurant has
operating hours that
are suitable and
convenient to you
19 Employees at
an excellent
restaurant give you
prompt service
20 Employees at
an excellent
restaurant keeps you
informed when
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services winn be
performed
21 Employees at
an excellent
restaurant are always
willing to help you
with friendliness
22 Employees at
an excellent
restaurant are ready
to respond to your
requests
Part 3: Service Features Ranking
Listed below are five features related to quality of service that a restaurant provide.
Please specify how important of each service feature is to you when you evaluate a restaurant
service quality. Please allocate a total of 100 points among the five features according to how
important of each feature is to you. If you think the feature is more important, you should
allocate the more points.
Service Features Points

1. Ability to deliver the promised service dependably and accurately
Knowledge and courtesy of employees and ability to inspire trust and
2. confidence
3. Appearance of physical facilities, equipment, and personal
4. Caring and individualized attention to customers
5. Providing prompt service and willingness to help customers
Total 100
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Part 4: Restaurant Perceptions
Based on your experiences of the service of BonChon Chicken Restaurant Olongapo City
branch, please indicate the extent to which you disagree or agree with the following statements in
all 22 questions. For each statement, select “1” if you strongly disagree, or select “7” if you
strongly agree, or select an appropriate choice in between if you feel less agree.
Perception Strongly Quite Strongly

Disagree Neutral Agree Quite Agree
Statements Disagree Disagree Agree
-1 -2 -3 -4 -5 -6 -7
1 When you have

a problem, BonChon
shows a sincere
interest in solving it

2 Bill collecting
at BoChon is always
right

3 BonChon serves
high quality of foods

4 Raw materials
at BonChon are fresh
and clean

5 BonChon insists
on error-free records

6 Employees at
BonChon are
consistently courteous
with you

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7 BonChon make
you feel safe in
transactions

8 Employees at
Oishi Express have the
knowledge to perform
services

9 Employees at
BonChon have the
knowledge to answer
questions

10 BonChon has a

fascinating food
presentation

11 BonChon has
modern and
comfortable seats

12 Materials
associated with
services at BonChon
restaurant are
appealing
13 Employees’
appearance at
BonChon are neat and
clean

14 BonChon has a
special menu of
premium and rare
foods that are
appealing

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15 Employees at
BonChon will be
patient and attentive
to your complaints

16 Employees at
BonChon understand
your needs

17 BonChon has
sincere and attentive
employees

18 BonChon has

operation hours that
are suitable and
convenient to you

19 BonChon
employees give you
prompt service

20 BonChon keeps
you informed when
services will be
performed
21 Employees at
BonChon are always
willing to help you
with friendliness
22 Employees at
Bonchon are ready to
your requests

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Curriculum Vitae
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CECILIA R. ESTRADA
#0145 Purok 1 Tugade St. Calapacuan Subic,Zambales
Contact No: 09074742642
Email: bhogs_dhin1993@yahoo.com
OBJECTIVE:
TESOL and TEFL Certified. Highly-motivated Online Teacher. Extensive experience
in teaching children and adult. With a quite clutter-free environment that is purely dedicated to
my online classroom, looking to fill a position as a Tutot/Teacher in a company where I can
maximize my teaching experience, training abilities, and student developmental skills.
Organized, hardworking, and energetic. Wishing to leverage my passion for technology and
instruction to influence students.
WORKING EXPERIENCE:
ESL ONLINE TEACHER ( January 2019- March 2020)
FREETALK ENGLISH
Responsibilities:
• Teaches English to Vietnamese children and adult students
• Prepares classes using materials provided by the company
• Focuses on improving students listening, speaking skills and grammar
• Utilize the direct method to improve students on their learning skills
ESL ONLINE TEACHER ( November 2018 – September 2019 )

ACADSOC
Responsibilities:
• Teaches English to Chinese children and adult students
• Prepares classes using materials provided by the company
• Utilize the direct method to improve students on their learning skills
35
ESL TUTOR
Subic Bay, Freeport Zone, Philippines ( January 2015-Nov. 2018 )
Responsibilities:
• Teaches English to Korean students
• Prepares classes using provided materials
REPAIR OPERATOR ( June 1998- June 2001)

ACER INFOCOM PHILIPPINES
Subic Bay, Freeport Zone, Philippines
Responsibilities:
• Conducts preliminary checking and inspection of Printed Circuit Board from the production
• Request and receive materials needed for repairing
• Resposible for repairing and replacing defective components in the PCB
• Responsible for the data inventory from the repired product as an output
SALES PERSONNEL ( November 1997- May 1998 )

CINDERELLA MARKETING CORPORATION
Responsibilities:
• Welcomes customers and offering them assistance

• Directs customers by escorting them to the racks and counters; suggesting items
• Document sales by creating or updating records
• Processes payments by totaling purchases, processing checks, cash, and credit cards
• Contributes to team effort by accomplishing related results as needed
PRODUCTION OPERATOR ( June 1996- October 1997 )

THOMSON AUDIO PHILIPPINES
36
Responsibilities:
● Responsible for machine operation, uses equipment to assist with manufacturing,

packaging and other steps along a production line.
● Resposible for the inventory of the finish product.
EDUCATIONAL BACKGROUND:
COLLEGE: With units in Master’s Degree- MBA

Mondriaan Aura College ( In Progress )
Professional Education - PTC

Mondriaan Aura College ( 2019 )
Subic Bay Freeport Zone
Bachelor of Science in Business Administration

Major in Managenent
Mondriaan Aura College ( 2018-2019 )
Subic Bay Freeport Zone
Bachelor of Science in Commerce
Columban College
Olongapo City (1993-1997 )
SECONDARY: Saint James School

Subic Zambales ( 1989-1993 )
PRIMARY: Calapacuan Elem. School

Subic Zambales ( 1983- 1989 )
SKILLS and COURSES :
▪ Computer Technician: Computer Literate

▪ Bachelor of Science in Commerce
37
▪ Bachelor of Science in Business Administration Major in Management
▪ Professional Education
PERSONAL DATA:
Address : Calapacuan ,Subic Zambales

Mobile No. : 09074742642
Civil Status : Married
Age : 43 yrs old
Birthday : April 17, 1977
Bithplace : Subic Zambales
Height : 5’
Nationality : Filipino
I hereby acknowledge that the above information is true and correct to the best of my
knowledge.
__________________________
Cecilia R. Estrada
38
MARICHU G. APILADO
353 E CORPUZ COMPOUND STA. RITA
OLONGAPO CITY
lovely_c18@yahoo.com
SSS No. 0111-0821924-2
SUMMARY
Over 12 years of experience working in diverse office settings.

Proficient in MS Word, Excel, and the Internet.
Quick learner who can easily adapt to new responsibilities.
Cooperative, flexible, and dependable, known for getting the job done efficiently.
OFFICE SUPPORT SKILLS AND EXPERIENCE
HR PROJECT SUPERVISOR
FASTRACK MULTI-PURPOSE COOPERATIVE
JAN. 31, 2017 TO PRESENT
PURCHASING SUPERVISOR
GREAT SUPREME TRUCKS & EQUIPMENT, INC.
December 4, 2015 to December 15, 2016
ADMINISTRATIVE ASSISTANT
ABS CBN CORPORATION
RNG TV12-OLONGAPO
March 23 2015 to Oct 31, 2015
39
ACCOUNTING STAFF/ BENEFITS STAFF
AZ CONTRACTING SYSTEM SERVICE, INC.
JUNE 9, 2013 – TO MARCH 14, 2015
AGENT
ALPHA INSURANCE COMPANY
Olongapo City Branch
January –June, 2013
FINANCE COLLECTOR/Assistant to the Manager

2007-2013,
PML LENDING INVESTOR, Inc
Olongapo City
INSURANCE CLERK
2007-2012
STRONGHOLD INSURANCE/PHILIPPINE PHOENIX INSURANCE
Olongapo City
EDUCATIONAL ATTAINMENT
Graduate School : With units in Master’s Degree- MBA

School : Mondriaan Aura College ( In Progress)
Year : 2019 – to present
Vocational : Food and Beverages Services II

School : Best Freeport Colleges
40
Year : Feb – March 2020
Competent
School : Gordon College

Year : 2018 - 2019
Course : Professional Education
License Teacher
Tertiary : Mondriaan Aura College

Course : Bachelor of Science in Accountancy
Year Graduated : 2004-2005
On the Job Training

Equitable PCI Bank/BDO, 2004-2005
Time Square Subic, SBMA
Secondary : Olongapo City National High School

Primary : Sta.Rita Elementary School

PERSONAL DATA
Birthday : June 29, 1983

Birthplace : Olongapo City
Age : 37
Gender : Female
41
Status : Single
Citizenship : Filipino
Religion : Roman Catholic
Height : 5’6
Weight : 53 kg
CHARACTER REFERENCES
STEVEN PAUL YANG

CHAIRMAN
(632) 912-7399
NICANOR PELLEJERA, JR., CPA

CEO
(632) 912-7399
Ms. MARICAR LAQUIAN

UNDERWRITER/GENERAL MANAGER
STRONGHOLD INSURANCE/PHILIPPHINE PHOENIX
OLONGAPO CITY
09196560103
MARICHU G, APILADO
Applicant
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1

CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:

of BONCHON CHICKEN RESTAURANT by conducting a gap analysis to access the gap

end of this chapter includes limitations of research.

1. Statement of the Problem

service quality issues at the restaurant.

2. Statement of the Hypothesis

Hypothesis 1: Service quality dimensions have a positive influence on customer

Hypothesis 2: Food quality has a positive influence on customer satisfaction.

any changes to make an improvement quickly.

its market, it is very important to consider quality service

PRODUCT INFORMATION AND APPEARANCE

present their products to catch more customers attention and support.

management should consider these responsibilities; organize, command, control, coordinate,

plan, and forecast.

and an accurate record keeping.

business strategies to best serving to customers’ need.

6. Scope and Limitation

BonChon Chicken restaurant.

of this study cannot be applied to other restaurants.

SERVQUAL Dimensions of Service Quality

Responsiveness: providing prompt service to customers with willingness, promptness in dealing

with customers’ requests, questions, complaints and problems.

department stores to meet customer preferences.

The respondents will be the customers of BonChon SM Downtown Olongapo city

Figure 1.2 Sampling Methods

population segment based on the judgment of the researchers.

4. The Instrument of Service Quality Measurement

In evaluating service quality as SERVQUAL, it is a comparison of customer’s expectation (prior

Table 1.1 Five Service Dimensions and Definitions

No. Dimensions Definitions Statements

5. Validation of the Instrument

To validate, the instrument shall be tested with customers of BonChon Chicken

restaurant, located at Sm Downtown Olongapo City.

6. Data Gathering Procedure

full details of the questionnaire are shown in appendix A

Data results from Demographic Characteristics

Table 1.2 Demographic Characteristics

Characteristics Frequency Percentage

Table 1.3 Summary from Expectation Scores

Source: Survey in January 2020

Table 1.4 Summary from Perception Scores

Source: Survey in January 2020

Table 1.5 Gap between Expectation and Perception Scores

Expectation Perceptio Paired

Reliability 6 4.82 -1.18 1

Assurance 5.65 4.66 -0.99 4

Tangible 5.6 4.8 -0.8 5

Empathy 5.71 4.65 -1.06 3

5. Data results from Expectation Scores and Perception Scores

experienced a service performance

restaurant must emphasize on improving this dimension as the first priority.

individual attention and personalized service. Similar to Reliability and Responsiveness

improve in Empathy for better service offer.

focus on assurance and trust as well.

service quality of the restaurant.

relationship program to close the gap and to secure long-term relationship.

Jackson, S.L. (2008). Research Method: A Modular Approach. Belmont, CA: