Service Quality of Selected Fast Food Restaurants in Angeles City

Abstract

The study aimed to assess the customer satisfaction of respondents towards the services rendered in fast food restaurants (FFRs). The study was conducted in three branches of an FRR in Angeles City with 352 sample respondents. The DINESERV questionnaire was used to assess the expectations and actual experiences of the respondents across the six dimensions of service quality – assurance and empathy, cleanliness, food quality, reliability, responsiveness, and tangibles. The demographic profiles were described and compared against their mean ratings for the various dimensions. The gaps between the expectations and actual experiences were also noted. There is a relatively wide gap between the expectation ratings and actual experience ratings of the respondents. The expectation ratings are high, especially with food quality, cleanliness and tangibles. Among the demographic attributes, age, occupation, and education have the most influence on the expectations of the respondents towards the six dimensions. In terms of the actual experience, education, frequency of visits, and civil status have significant relationships with the perceptions of cleanliness, reliability, assurance and empathy, and tangibles. Further, the expectations of the respondents towards the six dimensions have significant relationships with their actual experiences. Recommendations on how to further improve on these dimensions to attain service quality are proposed.