CUSTOMER PERCEPTION OF SERVICE QUALITY AT PARES RETIRO BATASAN, SAN MATEO: QUANTITATIVE ANALYSIS

Abstract

In the food industry, customer perception of service quality is a critical factor in determining a company's success or failure. Both direct and indirect interactions with the business influence how customers perceive the brand. Customer perception refers to the opinions, feelings, and beliefs that customers form about a brand, which in turn impacts their decision to engage with or remain loyal to the business. These perceptions are shaped by various elements such as service efficiency, product quality, customer service, and the overall experience, all of which play a significant role in fostering customer loyalty and satisfaction in the competitive food sector. A quantitative research approach is employed to analyze "Customer Perceptions of Service Quality at Pares Retiro Batasan, San Mateo: A Quantitative Analysis." The study aims to evaluate customer perceptions of tangibles, responsiveness, reliability, empathy, and assurance by using a descriptive research design and survey questionnaire. A purposive sampling technique, based on non-probability sampling, is applied to select fifty customers from Pares Retiro as respondents for this research. The study's findings reveal that the majority of respondents (38%) are between the ages of 26 and 30. In terms of gender, females make up 48% of the respondents, representing the largest group. Additionally, 52% of respondents are single. Regarding service quality factors, tangibles received the highest mean score (2.92), followed by reliability (2.55), responsiveness (2.42), assurance (2.27), and empathy (2.20).  For age, the computed p-values were:  Tangibles: H = 11.28, p = 0.1 Responsiveness: H = 1.23, p = 0.25 Reliability: H = 3.02, p = 0.39 Assurance: H = 11.20, p = 0.1 Empathy: H = 8.42, p = 0.04 Regarding gender, the calculated p-value of 0.79 and H-value of 0.07 suggest no significant difference in perceptions based on gender. For civil status, the following values were obtained:  Reliability: H = 1.65, p = 0.44 Tangibles: H = 1.11, p = 0.57 Responsiveness: H = 1.09, p = 0.58 Assurance: H = 4.33, p = 0.11 Empathy: H = 6.59, p = 0.4 These findings highlight the significant relationship between customer perception and service quality, particularly emphasizing the role of empathy and tangibles in shaping customer experiences. To enhance service quality and customer satisfaction at Pares Retiro Batasan, addressing the identified areas of concern and implementing improvement guidelines is crucial. Regular collection and analysis of customer feedback will be key to tracking progress and ensuring continuous enhancement. The insights gathered from satisfaction and dissatisfaction surveys can serve as a foundation for improving service quality. These findings provide actionable recommendations for management and staff, empowering them to make informed decisions and take the necessary steps to elevate the overall customer experience at Pares Retiro Batasan.