Assessment of Customer Satisfaction of 27th Milktea House Towards Improving the Service Quality

Vol.4, No.1

Abstract

In the past, Filipinos usually enjoyed refreshing drinks such as their favorite buko juice and
samalamig. Milk tea swept all Filipinos' taste buds from the North to the South. The 27th
Milktea House offers different milk tea flavors, and there are three store branches in the
Philippines: the Meycauayan Bulacan, Bocaue, and Marilao branches. In this study, 27th
Milktea House deals with some problems. The store has a common management problem
that Milktea owners face, especially in establishments that offer a variety of customized
Milktea preparations. It takes time for the customer to claim their orders. This study aims to
answer and give recommendations about the problems encountered by 27th Milktea House
in assessing customer satisfaction towards service quality. The researchers want to find out
if service quality improves customer satisfaction. They will also be able to use the plan made
by the researchers to improve the overall quality of the service. The owner will make use of it
in order to enhance and advance the level of service that is provided to the customers.

The findings of this study revealed that the majority of respondents are males; age: 21-31
years old; employment status: employed; marital status: single. The assessment of the
respondents towards customer satisfaction in terms of discovery, trust, integrity, and
judgment was interpreted as Agree. The assessment of the respondents towards service
quality in terms of tangibility, reliability, responsiveness, and assurance was also interpreted
as agreeable. The results of this study revealed that there is a significant relationship
between customer satisfaction and service quality.

This study suggested that the business must explore and enhance its strategies in
increasing customer satisfaction towards service quality. The researchers suggest their
proposed improved service quality plan to be used by the management to increase customer
satisfaction and to attract more customers.
Keywords: Business Administration