SERVICE QUALITY TOWARDS CUSTOMER SATISFACTION IN MCDONALD'S NOVALICHES, QUEZON CITY

Abstract

This study aims to evaluate the impact of service quality on customer satisfaction at McDonald's in Novaliches, Quezon City. Given their substantial influence on a company's ability to sustain operations, customer satisfaction and service quality are considered crucial business factors. The study focuses on assessing service quality in relation to customer satisfaction and identifying areas for improvement based on customer perception. The study employs a descriptive correlational quantitative research design, with data collected from 50 participants through Simple Random Sampling. A survey questionnaire measured different dimensions of service quality and customer satisfaction. The data were analyzed using percentage, frequency, and distribution to determine the demographic profile of the respondents.   The weighted mean was used to assess service quality in relation to customer satisfaction, and Pearson's correlation coefficient was applied to determine the strength and significance of the relationship between service quality and customer satisfaction. The Pearson correlation coefficient revealed an R-value of -0.2798, with a t-statistic of -2.04 and a p-value of 0.046760 (two-tailed). Since the p-value is less than 0.05, the null hypothesis—indicating no relationship between service quality and customer satisfaction—is rejected. This result suggests a significant relationship between service quality and customer satisfaction.   Based on these findings, the study proposes an action plan to address identified issues such as cleanliness, consistent performance, waiting time, quick service, customer assistance, product quality, affordability, customer expectations, and word-of-mouth influence. In conclusion, the study finds a significant relationship between service quality and customer satisfaction at McDonald's in Novaliches, indicating that improvements in service quality may directly impact overall customer satisfaction. These findings suggest that while the majority of the customer base comes from the middle class, customer satisfaction and loyalty could be enhanced by focusing on quality service delivery across all demographics.   This study contributes valuable insights to the fast-food industry in Quezon City, providing a foundation for future research and highlighting areas for potential improvement in customer satisfaction through service quality enhancements, such as training staff, refining operational processes, and ensuring consistent service standards.