CHAPTER IV

LEVEL OF SERVICE QUALITY OF FAST FOOD RESTAURANTS AS

ASSESSED BY THE CUSTOMERS IN DAET, CAMARINES NORTE

This chapter presents the analysis, discussion and interpretation of the

data gathered from the respondents. The data used tabulation format to present

aggregation of respondents.

1. Demographic Profile of the Respondents

The profile of the respondents includes the age, gender, civil status,

educational attainment, occupation, monthly income and most visited fast food

restaurant.

Table 1
Frequency and Percentage of Age
N = 250

Age Frequency (f) Percentage (%)

21 – 30 112 44.8
31 – 40 57 22.8
41 – 50 52 20.8
51 - above 29 11.6
TOTAL 250 100
 Table 1 shows the frequency and percentage of age of the customers of

fast food restaurants in Daet, Camarines Norte. The data show that among the

four ranges of age, 21 – 30 years old have the highest number of frequency with

the total of 112 which is 44.8 % while 51 years old and above have the least

number of frequency with the total of 29 which is 11.6 %. Moreover, 31 – 40 have

the frequency of 57 with a percentage of 22.8 and 41 – 50 have a total number of

52 with a percentage of 20.8.

The result implies that most of the respondents are 21 – 30 years old. This

shows that most of the customers of fast food restaurants in Daet are young

adults. In addition, this leads that young generations patronizes the fast food

restaurants compared to others. In contrast, 51 years old and above are the ones

who do not often eat or support fast food restaurants.

In a study conducted by Voon (2012) states that there are factors affecting

the young adults to patronize a fast food restaurant. In their study, they

discovered that the factors affecting the young adults are services being offered,

its quality and the most one of the factor that determined the young adult's loyalty

is the price. However, there are some factors that doesn't affect the young adult's

perceptions about their loyalty that doesn't need to be considered. The table

further reveals that young adults are the number one customers in every fast

food restaurant.
 Table 2
Frequency and Percentage of Gender
N = 250

Gender Frequency (f) Percentage (%)

Male 96 38.4
Female 154 61.6
TOTAL 250 100

The table 2 indicates the demographic profile of the respondents

according to their gender. Wherein, the highest percentage was 61.6 % which

were the female however the lowest percentage was 38.4 % which were male.

The females’ frequency was 154 while the males’ frequency was 96.

Based on the data gathered 61.6 % are females. This means that most of

the customers of fast food restaurants are females. Female consumers offer

enormous purchasing power, making them a critical piece to the future of quick

service because they are the type of the person who spend most of their time

with other stuffs.

 Table 3
Frequency and Percentage of Civil Status
N = 250

Civil Status Frequency (f) Percentage (%)

Single 123 49.2
Married 117 46.8

Widow/er 10 4

TOTAL 250 100

Table 3 depicts the frequency and its percentage based on their civil

status. As shown on the table 3, it indicates that the highest frequency got 124

which is the single with a percentage of 49.6%. In addition, married has the

frequency of 117 with a percentage of 46.8. On the other hand, the widow/er

have the least number of frequency which is 10 and its percentage is 4%.

Based from the data gathered it was revealed that people who are single

are the most often in fast food restaurants. This means that people who are

single are the ones capable in affording to dine in fast food restaurants. However,

in the case of the widow/er, it was shown as they are the group of people not that

fond of going to fast food restaurants as they mostly spend their money first with

necessary things, rather than wants.

 Table 4
Frequency and Percentage of Educational Attainment
N = 250

Educational Frequency (f) Percentage (%)

Attainment
Undergraduate 73 29.2
College Graduate 157 62.8
Vocational Course 14 5.6
6 2.4
Post - Graduate
TOTAL 250 100

The table 4 reveals the educational attainment of the customers of fast

food restaurants. The data shows that seventy-three (73) are undergraduate

which is 29.2 %, one hundred fifty-seven (157) are college graduate which is

62.8 %, fourteen (14) have taken vocational courses which is 5.6 %, and six (6)

are post – graduate which is 2.4 %.

The table represented that most of the respondents are college graduates

which is one hundred fifty-seven (157) while the post-graduates are six (6).

Therefore, the college graduates are prone in dining in fast food restaurant

because they don’t have enough time to prepare their meals. Moreover, post-

graduates prefer to eat in a high-class restaurant because of their taste

preference than cheap fast food restaurant.

 Table 5
Frequency and Percentage of Occupation
N = 250

Occupation Frequency (f) Percentage (%)

Employee 146 58.4
Businessman 47 18.8
Professional 44 17.6
Practitioner
Others 13 5.2
TOTAL 250 100

Table 5 illustrates the different occupation of the respondents which

includes employee, businessman, professional practitioner and others. Employee

got the highest number of frequency which is 146 and its percentage is 58.4. Yet,

others got the lowest number of frequency which is 13 and its percentage is 5.2.

Others contains online seller, product specialist, retired employee, housekeeper,

housewife, miner, domestic helper, elected official, nurse and driver.

The table shows that employees are the one who eat frequently in the fast

food restaurant. We all know that employees only have limited time to spend

during their break that is why they are often seen in a fast food restaurant. On the

other hand, the other occupation may not be satisfied with the services offered by

the fast food restaurant.

 Table 6
Frequency and Percentage of Monthly Income
N = 250

Monthly Income (PhP) Frequency (f) Percentage (%)

10,000 or less 81 32.4
10,001 – 20,000 73 29.2
20,001 – 30,000 70 28
30,001 or more 26 10.4
TOTAL 250 100

The table 6 shows the monthly income of the customers. The data show

that among the four monthly income PhP10,000 or less has the leading number

of frequency which is 81 and with a percentage of 32.4. Moreover, the smallest

frequency is 26 which is the people who have monthly income of 30,001 or more.

Its equivalent percentage is 10.4.

The table represents the people who earned PhP10,000 or less find the

fast food restaurant comfortable and convenient. This may be the reason why

they eat mostly in fast food restaurants. Nevertheless, people who earn a sum of

PhP 30,001 or more are the ones who were not into patronizing these fast food

restaurants for their taste differ greatly from the middle class people as they can

have more options to choose from.

In a study analyzed by Bruce Horovitz (2014), states that for those whose

income is much higher than the minimum choses fine dining than a regular fast

food restaurant. However, those who earned minimum income preferred fast
food restaurant as it suits their monthly income and they also preferred quick

service. This study further explained that income became a gap for customers in

order to attain such service. On the other hand, the most visited restaurant is fast

food as it is budget-friendly for everyone. The table further indicates that those

who earned minimum income visited fast food restaurant not just for its quick

service but its price.

Table 7
Frequency and Percentage of Most Visited Fast Food Restaurant
N = 250

Fast Food Restaurant Frequency (f) Percentage (%)

Jollibee 104 41.6
McDonalds 53 21.2
Graceland 36 14.4
Greenwich 29 11.6
Shakey’s 28 11.2
TOTAL 250 100

Table 7 reveals the frequency and percentage of the different fast food

restaurant in Daet. Jollibee got the maximum number of frequency with a total

number of 104 and with a percentage of 41.2. Conversely, Shakey’s got the

lowest frequency and percentage with a total number of 28 and 11.2%.

The data illustrates that Jollibee is the most visited fast food restaurant

here in Daet because it is well-known and the products are affordable. This can

only mean that Jollibee is the most preferred fast food restaurant. While,

Shakey’s has the least customers for it is not budget friendly and also the service
being offered is not satisfyingly. Shakey’s on the other hand showed results as

not satisfying to the taste of customers as the primary reason was Shakey’s is

not a budget friendly restaurant.

2. Respondents’ Assessment of Level of Service Quality of Fast Food

Restaurants in Daet

The level of service quality of fast food restaurants in Daet as assessed by

the customers in terms of: reliability, assurance, tangibility, empathy, and

responsiveness.

Table 8
Assessment of Level of Service Quality in Terms of Reliability (the ability to
perform the promised service dependably and accurately)

Indicators Weighted Mean (WM) Verbal Interpretation (VI)

1. When they promise to

do something by a certain 3.05 SL
time, they do.
2. Fast food restaurant
 performs the service right 3.04 SL
the first time.
3. When a customer has a
problem, the fast food 3.18 SL
restaurant shows a
sincere interest in solving
it.
4. Fast food restaurant
provides its service at the 3.01 SL
same time it promises to
do so.
Grand Mean 3.07 SL

Legend:
4.30 – 5.00 High level HL
3.50 – 4.29 Moderately High Level MHL
2.70 – 3.49 Satisfactory Level SL
1.90 – 2.69 Low Level LL
1.00 – 1.89 Very Low Level VLL

Table 8 shows the assessment of level of service quality in terms of

reliability. The data also reveal that the four (4) parameters of reliability have

Satisfactory Level (SL). Item number 3 is the highest parameter of reliability

which implies that the adult customers believed that “when a customer has a

problem, the fast food restaurant shows a sincere interest in solving it.” with a

weighted mean of 3.18 at Satisfactory Level (SL) of satisfaction. Item number 4

is the least among the four (4) parameters which implies that the fast food

restaurant provides its service at the same time it promises to do so with a

weighted mean of 3.43 at Satisfactory Level (SL).

As to the overall assessment on reliability, the level of service quality as

assessed by the customers have Satisfactory Level (SL) with an average mean

of 3.07 which implies that adult customers agreed that the fast food restaurant
where they want has the ability to perform the promised service dependably and

accurately.

Reliability is defined as capacity to execute the guaranteed benefit reliably

and precisely (Armstrong, 2013). If a company is providing a good service, a

company and its staff should be ready to respond to consumer’s queries about

products and services offered. According to Toosi and Kohonali (2013), timely

responses to requests, is one of the important customer’s expectation. Therefore,

this should not be delayed or ignored simply because these are fundamental

issues.

Table 9
Assessment of Level of Service Quality in Terms of Assurance (the competence of
the system and its credibility in providing a courteous and secure service)

Indicators Weighted Mean (WM) Verbal Interpretation (VI)

5. Customers feel safe in
their transactions with 3.21 SL
employees in the fast food
restaurant.
6. The behavior of
employees in the fast food 3.18 SL
restaurant instils
confidence in customers.
7. Employees in the fast
food restaurant are 3.19 SL
courteous with the
customers.
8. Employees of fast food
restaurant have the 3.20 SL
knowledge to answer
customer’s questions.
TOTAL 3.20 SL
Legend:
4.30 – 5.00 High level HL
3.50 – 4.29 Moderately High Level MHL
2.70 – 3.49 Satisfactory Level SL
1.90 – 2.69 Low Level LL
1.00 – 1.89 Very Low Level VLL

Table 9 depicts the assessment of level of service quality in terms of

assurance. The data gathered reveal that assurance earned a Satisfactory Level

(SL). Based on the parameters, item number 5 has the highest parameter in

assurance with a weighing mean of 3.21 at Satisfactory Level (SL). This means

that customers are comfortable and have trust with employees regarding with

their transactions. However, item number 6 has the lowest among four

parameters with a weighted mean of 3.18 at Satisfactory Level (SL) which

implies that the behavior of employees in the fast food restaurant instils

confidence with customers.

As to the overall assessment on assurance, the level of service quality as

assessed by the customers have Satisfactory Level (SL) with an average mean

of 3.20 which implies that the fast food restaurant has the competence of the

system and its credibility in providing a courteous and secure service.

 Table 10
Assessment of Level of Service Quality in Terms of Tangibility (the appearance of
physical facilities, equipment, and personnel)

Indicators Weighted Mean (WM) Verbal Interpretation (VI)

9. Fast food restaurant 3.08 SL
has modern equipment.
10. The fast food 3.24 SL
restaurant’s physical
features are visually
appealing.
11. Employees are well 3.31 SL
dressed and appear neat.
12. The physical
environment of the fast 3.15 SL
food restaurant is clean.
TOTAL 3.19 SL

Legend:
4.30 – 5.00 High level HL
3.50 – 4.29 Moderately High Level MHL
2.70 – 3.49 Satisfactory Level SL
1.90 – 2.69 Low Level LL
1.00 – 1.89 Very Low Level VLL

Table 10 illustrates the assessment of level of service quality in terms of

tangibility. The data also reveal that the four (4) parameters of tangibility have

Satisfactory Level (SL). Item number 11 has the highest parameter of tangibility

which infers that the adult customers believed that “employees are well dressed

and appear neat with a weighted mean of 3.31 at Satisfactory Level (SL) of

satisfaction. The lowest parameter of tangibility is item number 9, it only got a

weighted mean of 3.08 at Satisfactory Level (SL) because of the “fast food

restaurant has modern equipment”.

 As to the overall assessment on tangibility, the level of service quality as

assessed by the customers have Satisfactory Level (SL) with an average mean

of 3.19 which implies that there is a need to improve the physical facilities and

environment, staff, and most especially the equipment.

In the study of Tapan and Das (2014), they pointed out the customer

satisfaction in the service industry depends upon reliability, assurance, tangibles,

empathy and responsiveness. Their paper focused on how tangibles affect the

external customer satisfaction. The defined “tangibles” as aspects of a service

that can be ‘felt’ without actually purchasing the service. They are ‘visible’ aspect

of the service that are employed to improve external customer satisfaction.

Different service industry employs different types of tangibles. Unlike the present

study, their study focused on the hospitality industry that employed trained

people to increase empathy and improve the quality and promptness of service,

thereby improving external customer satisfaction. Likewise, their research

attempted to compare the tangible employed in hospital and hospitality sectors

and measure their effect on external customer satisfaction and the impact of

each of these tangibles on overall external customer satisfaction.

 Table 11
Assessment of Level of Service Quality in Terms of Empathy (the approachability,
ease of access and effort taken to understand customer needs)

Indicators Weighted Mean (WM) Verbal Interpretation (VI)

13. Fast food restaurant
operating hours are 3.20 SL
convenient to all its
customers.
14. Fast food restaurant
give customers individual 3.12 SL
attention.
15. Fast food restaurant
have their customer’s best 3.15 SL
interest at heart.
16. The employees
understand the specific 3.11 SL
need of their customer.
TOTAL 3.14 SL

Legend:
4.30 – 5.00 High level HL
3.50 – 4.29 Moderately High Level MHL
2.70 – 3.49 Satisfactory Level SL
1.90 – 2.69 Low Level LL
1.00 – 1.89 Very Low Level VLL

Table 11 indicates the assessment level of service quality in terms of

empathy. The data gathered show that each indicators of empathy earned

Satisfactory Level (SL). Aside from the indicators of empathy, it reveals which

parameter got the highest weighted mean and it is number thirteen (13) with a

weighing mean of 3.20 at Satisfactory Level (SL). This means that the operating

hours of fast food restaurant is very convenient for their customers. On the other

hand, indicator number sixteen (16) has the least weighted mean with 3.11 and

still, at Satisfactory Level (SL) which implies that employees understand the

specific need of their customer.

 As to the overall assessment on empathy, the level of service quality as

assessed by the customers have Satisfactory Level (SL) with an average mean

of 3.14 which implies that the approachability, ease of access and effort taken to

understand customers’ needs are observed.

Table 12
Assessment of Level of Service Quality in Terms of Responsiveness (the
willingness to provide prompt service)

Indicators Weighted Mean (WM) Verbal Interpretation (VI)

17. Employees give 3.12 SL
prompt to customers.
18. Employees are willing 3.18 SL
to help the customers.
19. Employees are never SL
2.92
too busy to respond
customers’ request.
20. Employees make 3.09 SL
information easily
obtainable by customers.
TOTAL 3.08 SL
Legend:
4.30 – 5.00 High level HL
3.50 – 4.29 Moderately High Level MHL
2.70 – 3.49 Satisfactory Level SL
1.90 – 2.69 Low Level LL
1.00 – 1.89 Very Low Level VLL

Table 12 depicts the assessment of level of service quality in terms of

responsiveness. The result of the data gathered was Satisfactory Level (SL). The

parameter that got the highest weighted mean of 3.18 is item number eighteen

(18) at Satisfactory Level (SL) which indicates that employees are willing to help

customers. While, item number nineteen (19) with a weighing mean of 2.92 at

Satisfactory Level (SL) wherein employees are never too busy to respond

customer's request is somehow not being applied. Overall, item number eighteen

(18) is the most important factor in the assessment of level of service quality in

terms of responsiveness.

As to the overall assessment on responsiveness, the level of service

quality as assessed by the customers have Satisfactory Level (SL) with an

average mean of 3.08 which implies that their chosen fast food restaurant is

willing to offer the prompt service.

3. Is the demographic attributes of customers has a significant effect on

their assessment of the level of service quality?

Table 13
Age and Level of Service Quality of Fast Food Restaurant

Level of Service Quality of Teaching-Learning

AGE
r Int Sig. Int
21 – 30 & 31 – 40 0.659 Strong Relationship 0.227 Not Sig.
21 – 30 & 41 – 50 0.732 Strong Relationship 0.159 Not Sig.
21 – 30 & 50 – above 0.665 Strong Relationship 0.221 Not Sig.
31 – 40 & 41 – 50 0.680 Strong Relationship 0.207 Not Sig.
31 – 40 & 50 - above 0.973 Very Strong Relationship 0.005 Significant
41 – 50 & 50 - above 0.535 Moderate Relationship 0.352 Not Sig.
* Correlation is significant at the 0.05 level

Interpretation Guide:
1.00 - Perfect Relationship
0.80 – 0.99 - Very Strong Relationship
0.60 – 0.79 - Strong Relationship
0.40 – 0.59 - Moderate Relationship
0.20 – 0.39 - Weak Relationship
0.01 – 0.19 - Very Weak Relationship
0.00 - No relationship
 Table 14
Gender and Level of Service Quality of Fast Food Restaurant

Level of Service Quality of Teaching-Learning

GENDER
r Int Sig. Int
male & female 0.549 Moderate Relationship 0.337 Not Sig.
* Correlation is significant at the 0.05 level

Interpretation Guide:
1.00 - Perfect Relationship
0.80 – 0.99 - Very Strong Relationship
0.60 – 0.79 - Strong Relationship
0.40 – 0.59 - Moderate Relationship
0.20 – 0.39 - Weak Relationship
0.01 – 0.19 - Very Weak Relationship
0.00 - No relationship

Table 15
Civil Status and Level of Service Quality of fast food restaurant

Level of Service Quality of Teaching-Learning

CIVIL STATUS
r Int Sig. Int
single & married - 0.650 - 0.235 Not Sig.
single & widow/er 0.072 Very Weak Relationship 0.908 Not Sig.
married & widow/er 0.645 Strong Relationship 0.239 Not Sig.
* Correlation is significant at the 0.05 level

Interpretation Guide:
1.00 - Perfect Relationship
0.80 – 0.99 - Very Strong Relationship
0.60 – 0.79 - Strong Relationship
0.40 – 0.59 - Moderate Relationship
0.20 – 0.39 - Weak Relationship
0.01 – 0.19 - Very Weak Relationship
0.00 - No relationship
 Table 16
Educational Attainment and Level of Service Quality of Fast Food Restaurant

EDUCATIONAL Level of Service Quality of Teaching-Learning

ATTAINMENT r Int Sig. Int
Voc. & Post-Grad. - 0.264 - 0.63 Not Sig.
Voc. & College Grad. 0.552 Moderate Relationship 1 Not Sig.
Voc. & Undergrad. 0.781 Strong Relationship 0.33 Not Sig.
Post-Grad. & College Grad. 0.316 Weak Relationship 4 Not Sig.
Post-Grad. & Undergrad. 0.091 Very Weak Relationship 0.11 Not Sig.
College Grad. & Undergrad. 0.943 Very Strong Relationship 9 Significant
0.60
5
0.88
5
0.01
6
* Correlation is significant at the 0.05 level

Legend:

Undergraduate (Undergrad.)
College Graduate (College Grad.)
Vocational (Voc)
Post – Graduate (Post – Grad.)

Interpretation Guide:
1.00 - Perfect Relationship
0.80 – 0.99 - Very Strong Relationship
0.60 – 0.79 - Strong Relationship
0.40 – 0.59 - Moderate Relationship
0.20 – 0.39 - Weak Relationship
0.01 – 0.19 - Very Weak Relationship
0.00 - No relationship
 Table 17
Occupation and Level of Service Quality of Fast Food Restaurant

OCCUPATION Level of Service Quality of Teaching-Learning

R Int Sig. Int
Employee & Businessman 0.754 Strong Relationship 0.14 Not Sig.
Employee & Prof. Prac. 0.495 Moderate Relationship 1 Not Sig.
Employee & Others 0.759 Strong Relationship 0.39 Not Sig.
Businessman & Prof. Prac. 0.389 Weak Relationship 6 Not Sig.
Businessman & Others 0.680 Strong Relationship 0.13 Not Sig.
Prof. Prac. & Others 0.762 Strong Relationship 7 Not Sig.
0.51
7
0.20
7
0.13
5
* Correlation is significant at the 0.05 level

Legend:

Professional Practitioner (Prof. Prac.)

Interpretation Guide:
1.00 - Perfect Relationship
0.80 – 0.99 - Very Strong Relationship
0.60 – 0.79 - Strong Relationship
0.40 – 0.59 - Moderate Relationship
0.20 – 0.39 - Weak Relationship
0.01 – 0.19 - Very Weak Relationship
0.00 - No relationship
 Table 18
Monthly Income and Level of Service Quality of Fast Food Restaurant

MONTHLY INCOME (P) Level of Service Quality of Teaching-Learning

R Int Sig. Int
10k or less & 10k - 20k 0.400 Moderate Relationship 0.50 Not Sig.
10k or less & 20k - 30k 0.431 Moderate Relationship 5 Not Sig.
10k or less & 30k and more 0.149 Very Weak Relationship 0.46 Not Sig.
10k - 20k & 20k - 30k 0.978 Strong Relationship 9 Significant
10k - 20k & 30k and more 0.641 Strong Relationship 0.81 Not Sig.
20k - 30k & 30k and more 0.545 Moderate Relationship 1 Not Sig.
0.00
4
0.24
4
0.34
2
* Correlation is significant at the 0.05 level

Legend:

10,000 or less (10k or less)

10,001 – 20,000 (10k – 20k)
20,001 – 30,000 (20k – 30k)
30,001 and more (30k and more)

Interpretation Guide:
1.00 - Perfect Relationship
0.80 – 0.99 - Very Strong Relationship
0.60 – 0.79 - Strong Relationship
0.40 – 0.59 - Moderate Relationship
0.20 – 0.39 - Weak Relationship
0.01 – 0.19 - Very Weak Relationship
0.00 - No relationship
 Table 19
Fast Food Restaurant and Level of Service Quality of Fast Food Restaurant

Fast Food Restaurant Level of Service Quality of Teaching-Learning

R Int Sig. Int
Jollibee & McDonalds 0.234 Weak Relationship 0.70 Not Sig.
Jollibee & Graceland 0.549 Moderate Relationship 5 Not Sig.
Jollibee & Greenwich 0.734 Strong Relationship 0.33 Not Sig.
Jollibee & Shakey’s 0.509 Moderate Relationship 8 Not Sig.
McDonalds & Graceland 0.240 Weak Relationship 0.15 Not Sig.
McDonalds & Greenwich 0.792 Strong Relationship 8 Not Sig.
McDonalds & Shakey’s 0.413 Moderate Relationship 0.38 Not Sig.
Graceland & Greenwich 0.298 Weak Relationship 1 Not Sig.
Graceland & Shakey’s - 0.209 - 0.69 Not Sig.
Greenwich & Shakey’s 0.749 Strong Relationship 8 Not Sig.
0.11
1
0.49
0
0.62
6
0.73
5
0.14
5
* Correlation is significant at the 0.05 level

Interpretation Guide:
1.00 - Perfect Relationship
0.80 – 0.99 - Very Strong Relationship
0.60 – 0.79 - Strong Relationship
0.40 – 0.59 - Moderate Relationship
0.20 – 0.39 - Weak Relationship
0.01 – 0.19 - Very Weak Relationship
0.00 - No relationship