SERVICE QUALITY AND CUSTOMER SATISFACTION IN SELECTED FAST-FOOD ESTABLISHMENTS ALONG SUSANO ROAD, NOVALICHES QUEZON CITY

Abstract

This study explores the critical relationship between service quality and customer satisfaction, emphasizing the significance of exceptional service in the competitive fast-food industry. Drawing on established literature, the introduction highlights the pivotal role of customer satisfaction in evaluating organizational performance and underscores the importance of understanding customer expectations. Using the SERVQUAL model, this research aims to assess service quality across five dimensions: tangibility, responsiveness, reliability, assurance, and empathy, focusing on major fast-food chains in the specified area. Through a mixed-method research design involving survey questionnaires, data was collected from 60 participants across establishments such as Jollibee, McDonald's, Mang Inasal, and Chowking. The results section highlights various aspects of service quality and customer satisfaction, with scores of 3.49, 3.32, 3.45, and 3.20 for McDonald’s, Jollibee, Mang Inasal, and Chowking, respectively. Jollibee and Chowking emerge as leaders in tangibility, offering comfortable seating and visually appealing dining areas. In terms of responsiveness, Jollibee excels in making customers feel valued and appreciated.  Regarding reliability, Jollibee leads in service accuracy, followed closely by McDonald's and Mang Inasal. Assurance is notable in Mang Inasal’s completeness of employee responses and Jollibee’s ability to make customers feel comfortable and confident.  For value proposition, McDonald's leads in pricing aspects, with positive perceptions across factors such as price-to-quantity equivalence and perceived quality justifying costs. In terms of product quality, McDonald's and Mang Inasal perform best, particularly in serving food at the right temperature and offering unique products.  Despite a positive correlation between service quality and customer satisfaction, statistical analysis indicates no significant difference among the selected fast-food establishments, with a p-value of 0.299494 and 0.516699.  Challenges encountered include long waiting times and product unavailability. Recommendations range from proactive communication to enhancing loyalty programs and addressing cleanliness concerns. The study emphasizes tailored strategies for each establishment to enhance service quality and customer satisfaction. The proposed guidelines provide a roadmap for improvement, reflecting a commitment to continuous enhancement in the industry.