3rd Asian Conference on Institutional

and Action Research

November 28-30, 2019

ASSESSMENT OF CUSTOMER SATISFACTION

ON HOME-BASED CATERING BUSINESS IN
CABABDBARAN CITY: BASIS FOR
ENHANCEMENT PROGRAM

WALTER B. JUERA, MM
RATIONALE
Failure to deliver customer satisfaction often results to
catastrophic outcomes such as negative word of mouth,
complaining behavior (Szymanski and Henard, 2001);
lost customers (Gerpott, Rams and Schindler, 2001;
Szymanski and Henard, 2001)

In Taiwan, customers in the catering industry are

brand conscious. Hence, having a good brand/
reputation is considered to be indispensable since
customers make inferences about product/service
quality using the image of the seller (Chien-Hsiung,
2011).

In the Philippines, particularly in Batangas, Espino

(2017) explained that delivering customer
satisfaction is an utmost priority in the food
business.
 R
E
S
E
To assess the level of customer satisfaction among
home-based catering business in Cabadbaran City in
A
terms of: R
Customer Expectation; C
Perceived Quality;
Perceived Value; H O
Food Quality;
Customer Satisfaction Index; and
B
Customer Loyalty J
E
To establish an enhancement program based on the
C
T
result of the study on customer satisfaction among I
home-based catering business in Cabadbaran City. V
E
S
 THEORETICAL FRAMEWORK

Perutkova (2009) who stated that an

increased level of customer's satisfaction
contributes to the increase in profit and
income of hotels and restaurants.
Increased satisfaction also strengthens
customer's loyalty towards a particular
product which can be attributed to repeat
purchase and growth of product sales

Harrington, Ottenbacher, Staggs, and Powell

(2011) who emphasized that improving or
sustaining customer’s satisfaction is vital for
hotel and restaurant management since it
gives high impact on the company’s financial
growth and development

4
 CONCEPTUAL
FRAMEWORK

Figure 1 illustrates the conceptual paradigm of the study.

 SIGNIFICANCE OF THE STUDY
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Home-based catering business
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=== Customers
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=== School Administration
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=== FUTURE RESEARCHERS
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 METHODS
RESEARCH DESIGN
Quantitative non-experimental design
research method;

RESEARCH Research Locale

INSTRUMENT
Adapted questionnaire
from Fornell et al. (1996);
Andaleeb and Conway
(2016); and Katona and
Kamorami (2014) 250 customers
served as the
respondents

STATISTICAL TOOLS
Mean
7
 Items Mean SD DL
Quality of 3.87 0.88 high
Table 1 food
Level of customer satisfaction
Customizable 3.83 0.90 High
in terms of customer
Expectations
services
Service 3.69 0.90 High
LEGEND: quality
4.20 – 5.00 Very High Reliability 3.79 0.83 High
3.40 – 4.19 High
2.60 – 3.39 Moderate Overall 3.80 0.71 High
1.80 – 2.59 Low
1.00 – 1.79 Very Low

• The level of customer satisfaction in terms of customer expectations among home-based catering
business in Cabadbaran City is much evident;
• The result was in line with the claims of Ryu, Lee and Gon Kim (2012); Heinonen (2004) that
customer’s expectation of food quality and service quality is the basis in which customers
evaluate their satisfaction levels.
 Items Mean SD DL
Quality 3.67 0.77 High
Table 2 experienced
Level of Customer Satisfaction
in terms of perceived quality
Customization 3.67 0.90 High
experienced
Reliability 3.57 0.93 High
LEGEND:
experienced
4.20 – 5.00 Very High
3.40 – 4.19 High
Overall 3.64 0.78 high
2.60 – 3.39 Moderate
1.80 – 2.59 Low
1.00 – 1.79 Very Low

• This means that customer’s perceived quality towards home-based catering business in
Cabadbaran city is much evident;
• The result was in accordance to the findings of Chen and Chen (2010) who elaborated
that the quality of the customer’s experience is pivotal in determining customer
satisfaction.
 Items Mean SD DL

Table 3 Price 3.63 1.07 High

Level of Customer
Satisfaction in terms of Attributes 3.65 1.04 High
perceived value
Benefits 3.53 1.12 High
LEGEND:
4.20 – 5.00 Very High
overall 3.60 1.02 High
3.40 – 4.19 High
2.60 – 3.39 Moderate
1.80 – 2.59 Low
1.00 – 1.79 Very Low

• The result indicates that the customer's perceived value towards home-based catering
business is much evident;
• Ha and Jang (2010) explained that the taste of food among food service providers is
a key ingredient in developing customer satisfaction.
 Items Mean SD DL
Overall satisfaction 3.43 1.05 High
Expectancy confirmation 3.36 1.09 Moderate
Agreeableness better than 3.16 1.15 Moderate
Table 5 establish hotel
Level of Customer
Satisfaction in terms of Exceed expectation 3.29 1.10 Moderate
customer satisfaction Speed service 3.44 1.14 High
index
Response to the staff 3.54 1.16 High
LEGEND:
Overall 3.37 1.00 Moderate
4.20 – 5.00 Very High
3.40 – 4.19 High
2.60 – 3.39 Moderate
1.80 – 2.59 Low
1.00 – 1.79 Very Low

• The result indicates that the customer's satisfaction index towards home-based catering
business is somewhat evident;
• The result was in support to the customer satisfaction index where employee friendliness is
seen to play a large part in delivering customer satisfaction. Moreover, Meng and Elliott
(2008) nurtured the same point of view that relationship quality is enhanced when
restaurants and catering businesses employ friendly and approachable staff.
 Items Mean SD DL
Table 5
Level of Customer Satisfaction Possibility to repurchase 3.52 1.03 High
in terms of customer loyalty Willingness to avail despite 3.47 0.99 High
increase price
LEGEND:
Willingness to recommend 3.51 1.03 High
4.20 – 5.00 Very High
3.40 – 4.19 High
Overall 3.50 0.96 high
2.60 – 3.39 Moderate
1.80 – 2.59 Low
1.00 – 1.79 Very Low

• The result indicates that the customer's loyalty towards home-based catering business is
much evident;
• The result was in support in claims of Yang and Peterson (2004) pointed out that loyalty
can be of substantial value to booth customers and the firm. When customers are loyal to
a firm, customers can deliver superior value relative to the offerings of the competitors.
 Enhancement Program

Since the level of customer satisfaction is

only high, the researcher targets on
elevating the indicators of the said
variables. The main objective is to
enhance the level of customer satisfaction
towards home-based catering business in
Cabadbaran City from high to very high.
Further, each programs aims to enhance
the perception of food quality and
perceived value as well as manage
customer perception.
 The level of customer
satisfaction among
home-based catering
CONCLUSION business is high in the
items of customer
expectation,
perceived quality,
perceived value,
food quality and
customer loyalty but,
moderate in the
customer satisfaction
index.
RECOMMENDATION
 Since the level of customer satisfaction in terms of customer
expectations, Perceived quality, perceived value, food
quality and customer loyalty is high, the proponent suggest
to increase it at a very high level by improving customer
satisfaction by means of upgrading catering equipment or
ensuring cleanliness of equipment, displaying proper
hygiene, ensuring food safety and proper food temperature
all throughout the catering service to improve its quality.
Moreover, it can be met more accurately and consistently by
managing customer expectation through proper
communication with regards to the expected outcomes of the
customers.
 Since the level of customer satisfaction index is moderate , it
can still be improve to a very high level by improving service
provided by service personnel through training and
orientation, and providing an evaluation tool to clients after
the catering service transaction
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