Effectiveness of Service Quality Towards Customer Satisfaction in Red Ribbon San Bartolome, Quezon City

Vol.3, No.1A

Abstract

Service quality is a customer's comparison of service expectations to a company's performance. A company with high service quality will likely meet customer needs while remaining economically competitive. Customer service is a critical component of business success. In this modern age, customers have become less appreciative and difficult to please when almost everything is at their fingertips. With the advancement of technology and the ease of access to information, service quality among competing fast-food companies is to meet customer satisfaction. With increased competition in fast-food industries, the challenge is to provide service quality. Furthermore, this research will assist the Red Ribbon San Bartolome branch in better understanding their customers and encourage them to improve their service quality. This study utilized a quantitative research method, which consisted of twenty-five (25) regular customers and twenty-five (25) newbie customers, to assess the service quality of Red Ribbon in terms of tangibles, reliability, responsiveness, assurance, and empathy. The researchers intended to use a purposive sampling technique to approach the respondents regarding the variables cited and to identify the demographic profile of the respondents. The following statistical tools were used to answer the problem statement: frequency and percentage, weighted mean, and t-test. Most of the respondents were female, both regular and newbie customers aged 18 to 25 years old, employed. Regular customers said newbie customers visit frequently or sometimes. The factors or variables associated with service quality assessment are very satisfactory for regular and newbie customers. Therefore, there is a significant difference between the service

quality assessment regarding tangibles, reliability, responsiveness, assurance, and empathy. The most common problems encountered by the customers are that the store does not have a PWD ramp, waiting area, and proper wet floor sign. The store must provide customers with a PWD ramp and waiting area to maintain and improve service quality. The store should provide a wet floor sign around the hazard area to avoid accidents, and employees should strengthen their customer service skills. The researchers strongly recommended investing in the physical environment of the store. Management should provide enough space for a waiting area where customers can rest while waiting for their orders. In addition, the management should also consider people with special needs and extra care.