Food Service Attributes: Its Impact to the Customer Satisfaction of Universidad de

Manila Cafeteria

A Research Submitted

In Partial Fulfilment for the Degree Bachelor of Industrial

Technology leading to Bachelor of Technical-Vocational Teacher Education

Submitted by:

Agbuya, Ariza Joyce

Perez, Jimji Claude

Ruben, Jesus Angelo

Submitted to:

Mrs. Analyn B Navales

2021
 CHAPTER I

Introduction

We all know that education is committed to support student’s health and well-being and
to ensure the safety and cleanliness of food. The Universidad De Manila is encouraged
to implement comprehensive health and well-being programs including food and
nutrition education. The cafeteria provides the students a variety of foods and dishes
that enhance their skills and knowledge, but it has various challenges that need to be
addressed especially in terms of its service quality provided to students. Some students
require special diets for medical reasons. The school food service should try to meet
these needs as far as possible so that all children can enjoy eating healthy food from
Cafeteria.

According to DOH Utensils and raw food must also be cleaned before use and stored
properly while processed food must be used before their expiry date, School
administrators must also obtain a health certificate from city or municipal health officers
for food handlers employed in their cafeterias. it has been increasingly challenging to
achieve student satisfaction and food service providers face many challenges serving
the Millennial students.

Considering these issues, the purpose of this research was to investigate the students’
satisfaction with on-campus foodservice facilities and their dining frequency from an
UDM student perspective, specifically in relation to the quality of food, ambience, value,
food and beverage options, and service and if this satisfaction leads to their dining
frequency. In addition, this study also tests these relationships across two distinct
groups of students, students with a residential meal plan and students without a
residential meal plan.

Last, this study also evaluates the survey and explored the overall satisfaction of the
student and faculty in the cafeteria. The analysis showed areas where satisfaction was
being net and where improvement could be made.
Statement of the Problem

This study aimed to determine the significant impact of canteen service on student
satisfaction. Specifically, this study targeted the following questions:

1. What is the level of service quality provided by the School Canteen of Universidad De
Manila in terms of

 Safety
 Tangibility
 Assurance
 Reliability
 Affordability

2. What is the level of student satisfaction in the school Canteen of Universidad De

Manila in terms of

 Availability
 Price
 Quality
 Consistency
 Safety

3. Are customers satisfied by the services provided by the school’s canteen

management? If yes, state your answer in 1-2 sentences and if no, state your answer in
1-2 sentences.
Significant of the Study

This study is conducted to provide information regarding the impact of Customer

Satisfaction in Universidad De Manila School Canteen. This research would have a big
impact for the individuals who are involved in this study. They were the following.

The School Canteen Management - School canteen management has a vital

role in ensuring the customers satisfaction. In this research it will provide them
with reliable information that would help them to innovate more ideas to develop
their marketing strategies for the customers satisfaction.

The Customers - Customers have a big role in this research because they are
the respondents of this study. The feedback and the opinion of the customers
would be a big help for the development of the school canteen. Their feedback
and opinions matter the most in this study.

The researchers - In this study researchers will help the school canteen to
improve their business environment and operation by conducting research and
providing a questionnaire that will help the Universidad De Manila Canteen
provide a quality service, affordable product, nutritious food, clean and safe
environment.

Future Researchers - This research will help the future researchers by giving
them relevant information about any school canteen business and the future
researcher can use this research as their reference in the future. 

Scope and Limitation

This study aims to deal with the impact of customer satisfaction of Universidad De
Manila. The researchers will gather all the data collected through survey questionnaires
provided by the researchers. Customer Satisfaction will be measured as (1) Not
satisfied, (2) Less satisfied, (3) Moderately satisfied, (4) Satisfied and (5) Very Satisfied.
The respondents in the study were limited to 20 customers of Universidad De Man
 CHAPTER II

Research Methodology

This chapter includes the design used for this research, the sources
where data are collected, Research Design Population sampling, instruments
used for the study, the data-gathering procedure and Statistical treatment of
Data. All the said factors will help the researchers in supporting the
information gathered and making the result valid and reliable in this
research.

Research Design

The researchers used descriptive research to answer the question by describing their
satisfaction from 1-5. In this research, a survey questionnaire is used in this study
because the researchers believe that it's more convenient for the respondents to
answer and interpret the survey questionnaire.

Population and Sample

The researchers will conduct a survey and get the sample of the 5 persons about the
experience of the cafeteria. And another 15 people for the feedback about the cafeteria
of Universidad de Manila. To know if they are (1) Not satisfied, (2) Less satisfied, (3)
Moderately satisfied, (4) Satisfied and (5) Very Satisfied.

Research Instrument

The researchers used different instruments for the succession of this research. survey
questionnaire for customer satisfaction of Universidad de Manila had a big impact on
gathering data to the said study.
Data Gathering Procedure

The data for this research will be conducted using a survey questionnaire. The following
steps will be undertaken.

1. The researcher proposed a letter of request asking permission to conduct study.

2. The draft questionnaire is presented to the adviser for comment and suggestion.
3. Upon approval, distribute the survey questionnaire to the respondents.
4. Retrieve survey questionnaire from the respondents.
5. The data were analyzed and interpreted.
6. Presented the result of data on tabular and textual presentation.

Statistical Treatment of Data

The following measurable instrument was utilized by the analysis in this study.

Frequency Count and Percentage, this was utilized in displaying the final percentage
information assembled within the overview. Rate is computed as:

P= F/Nx100

Where:

P= Percentage

F= Frequency

N= Total number of respondents

 CHAPTER III

Review Related Literature

Customer satisfaction is feedback given by the customers. It's either good feedback or

bad feedback but bad feedback is also good feedback, because you will know what

your business is lacking and anytime you will improve it. There’s a saying that “there’s

always room for improvement.” 

According to Kotler and Keller (2012) Satisfaction is like a person’s feelings of pleasure

and disappointment that will lead to comparing products to other products. If a person is

not satisfied with their food, they tend to find new food to satisfy their cravings.

Customer Satisfaction according to Jahanshahi et al (2011) customer satisfaction is the

result of opinion about the quality and food that they serve. Customers are always

observing the way you serve and the quality of food that you serve.

A satisfied customer is measured by the way you handle and treat them. A good service

makes your customer loyal, and a disappointed customer is a result of poor service,

poor quality food and they didn’t meet the expectation that they want. 
RELATED STUDIES

LOCAL

Customer satisfaction is very important for every organization, either they are service

sector or the privet sector. Customers are the actual agents or stakeholders for

determining or best judging the success of any product or service. According to Johan;

the customer mind is a complex set of thoughts and ideas and cannot be fully

predictable by human being.

According to Thorsten and Alexander (1997) found Customer satisfaction with the

product and services of company as the strategic factor for competitive advantage. In

the context of relationship marketing.

Employees’ behavior leads to customer satisfaction, which, in return, affects the

organization’s overall productivity. in industrial environments to the general level of

external customer satisfaction, the hypothesis being that by correlating behavior

patterns to levels of customer satisfaction a route can be found to improve performance

by changing behaviors. A modification of the quality function deployment (QFD)

technique is used to relate attributes that external customers value to internal behavioral

patterns. Situation strength is seen as the key influencing factor on individual and group

behavior, the argument being that, if the situation is strong, then changes to situational

variables would have the primary impact upon the behavior. In contrast, if the situation

is weak, then recruitment and a rewards system are better influencers of behavior.
FOREIGN

Several studies (Qu, 1997; Kivela, Reece, & Inbakaran, 1999 Petti john & Luke,

1997; Lee, 2004) have found that food quality, atmosphere, service quality,

convenience, and price and value all have a positive impact on dining satisfaction and

return intention, as well as increased sales, revenue, and customer loyalty. According to

Lee (2004), the most critical aspects in determining a college student's satisfaction level

are the dining atmosphere, price and nutrition information, and employee competency.

According to Soriano's (2002) study the customers returning to the restaurant

because of its quality and service they are giving. Soriano also discovered that food

quality was far more essential than any other factor. The quality of the meal was the

most crucial factor in customers' desire to return to the restaurant. This conclusion is in

line with the usual belief that the most important factor for the general population of the

restaurant under investigation is the quality of the food.

Furthermore, research using customer satisfaction models in the foodservice

business are uncommon. More tests and applications of customer satisfaction models

seem relevant at this stage of hotel customer satisfaction research. It is widely agreed

that using a multi-attribute scale to measure customer satisfaction in a cafeteria is

suitable.
In a study conducted by Dube, Renaghan, and Miller (1994), attribute importance

ratings were utilized to establish the relative relevance of various upscale cafeteria

qualities in predicting customers' repeat purchase intentions. Customer happiness in

restaurants, according to the authors, is a result of several aspects of the

dining experience. They discovered that all of the factors investigated, including

atmosphere, helpful server, attentive server, menu diversity, waiting time, consistent

food, and good food, had a substantial impact on consumers' intent to return to School

cafeterias.

Customer satisfaction/dissatisfaction began to emerge a major topic in the field of

consumer research in the late 1970s (Andreasen, 1977; Berkman 8s 11 Gilson.1986;

Czepiel 8b Rosenberg, 1977; Handy, 1977; 8b Almanza, Jaffe, 8b Lin, 1994). Customer

dissatisfaction occurs when customers' expectations and perceptions are not matched.

Approximately one-fourth of simply got angry and left without complaining to the manger

when they were dissatisfied.

Nothing is ever good enough for some customers. Customers complain about slow

service, small displays, rude salespeople, long queue, exchanging difficulty and on.

Generally, the most important attributes to the customers in the university cafeteria were

quality of food, convenient location, cleanliness, and reasonable price. These were all

ranked in the top five in importance for all meal periods (Almanza, Jaffe, 8b Lin, 1994).
Definition of Terms

The following essential listing of words present the difficult terms and key variables

which are conceptually and operationally defined for clarity and better understanding of

the discussion presented:

Food Quality – The sum of all properties and attributes of a food item that are
acceptable to the customer.

Tangibility – It refers to the physical features of the services

Assurance – It measure the quality of services your team is providing.

Satisfaction - It refers to what customers believe “will” happen.

Customer - Is an individual or business that purchases another company's

goods or services.

Safety - refers to routines in the preparation, handling and storage of food meant

to prevent foodborne illness and injury.

Reliability - The ability to perform the promised service dependably and

accurately.

Availability - Enough food of. appropriate quality, supplied through domestic

production or. imports, including food aid.

Price – It refers to the menu price of a certain dish in comparison to the cost of
the food used to prepare that dish

Consistency - The achievement of a level of performance that does not vary

greatly in quality over time.

Affordability - It means its price is low enough that you have enough money to

buy it.
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