Sunteți pe pagina 1din 22

FAR EASTERN UNIVERSITY

INSTITUTE OF TOURISM AND HOTEL MANAGEMENT

“Comparative Analysis: ServQual of Restaurants in Binondo”

A Tourism Research Paper Presented to the


Faculty of the Institute of Tourism and Hotel Management
Far Eastern University
Sampaloc, Manila

In Partial Fulfillment of the Requirements in


Methods of Research in Hospitality
For the Degree in
Bachelor of Science in Hotel Restaurant Management

SUBMITTED BY:
Abubo III, Edgardo Emmanuel V.
Bonsay, Andrea J.
Co, John Richard
Custodio, John Matthew
De Dios, Allen H.
Gonzales, Arvin James P.

Section 2

May 2019

1
FAR EASTERN UNIVERSITY

INSTITUTE OF TOURISM AND HOTEL MANAGEMENT

CHAPTER 1

INTRODUCTION

INTRODUCTION

Each individual has their own decision and choice when buying their needs and

wants. Some people tend to look for the particular product that can satisfy their

standards and others will continue searching for the product that will satisfy them

especially on how they serve their customers.

Filipinos are food lovers also loves to experiment a new recipe and that one

recipe can have different version depending how they want it to be. Food has always

been more about entertainment and fashion than about sustenance (Sloan, 2004: 60).

Instead of eating in the house, people used to eat outside of their houses with their

friends or family because for them it’s there bonding time.

In this study, the researchers would like to assess the service quality of each

restaurant, depending on its demographic profile when they buy in a specific store

particularly in a restaurant and identify the service quality of each establishment.

BACKGROUND OF THE STUDY

Accoring to Wikivisually Binondo, Manila is also commonly known as the first

China town in the Philippines. It was a Chinese hub at business even before the

Spaniards colonized the Phillippines.

There are more than 10 Chinese Restaurants in and out of Metro Manila. The

researchers will focus on respondents who are eating in Binondo, Manila, specifically

2
FAR EASTERN UNIVERSITY

INSTITUTE OF TOURISM AND HOTEL MANAGEMENT

the restaurants like Lan Zhou La Mien, Golden Fortune Seafood Restaurant, Wai

Ying, Mr. Ube Rice & Noodle House, King Chef Seafood Restaurant

PROBLEM STATEMENT

The researchers chose this study because they seek to answer the question such
as:

1. How the respondents perceive and evaluates each restaurants in Binondo in

terms of the following ServQual dimensions:

1.1 Reliable

1.2 Assurance

1.3 Tangible

1.4 Empathy

1.5 Responsiveness

2. Is there a significant difference between the respondents' perception base on

the ServQual dimension of each restaurants in Binondo?

3. Which aspects of ServQual dimensions of each restaurants in Binondo need

attention as perceived by respondents?

4. What are the current strengths of each restaurants in Binondo as based on

respondents' perception?

3
FAR EASTERN UNIVERSITY

INSTITUTE OF TOURISM AND HOTEL MANAGEMENT

RESEARCH OBJECTIVES

The researchers, wants to understand the restaurants’ service quality. In

this, the researchers will able to have these following objectives:

1. To assess the respondents perspective and evaluates each restaurants in

Binondo in terms of the following ServQual dimensions:

a. Reliable

b. Assurance

c. Tangible

d. Empathy

e. Responsiveness

2. To determine the significant difference between the respondents perception

base on the ServQual dimension of each restaurants in Binondo

3. To identify if the aspects of ServQual dimensions of each restaurants in

Binondo need attention as percieve by respondents.

4. To know the current strenghts of each restaurants in Binondo as based on

respondents perception.

5. To give recommendation in the result of the survey to improve their service

quality

4
FAR EASTERN UNIVERSITY

INSTITUTE OF TOURISM AND HOTEL MANAGEMENT

HYPOTHESIS

The study is guided by the hypothesis that there are 5 dimensions in Servqual

mainly the Reliable, Assurance, Tangible, Empathy, Responsiveness (RATER).

These helps the restaurants how they be well productive in their restaurants.

THEORETICAL FRAMEWORK

Responsiv
eness

Assurance

Consumer
Tangible
Satisfaction

Empathy

Reliability

Figure 1: RATER

5
FAR EASTERN UNIVERSITY

INSTITUTE OF TOURISM AND HOTEL MANAGEMENT

The RATER model works with 5 dimensions. It emphasises 5 areas that

customers generally deem important when they use services such as education,

energy, telecommunications, banking, insurance, air travel, transport etc. The model

focuses on the difference between customer experiences and customer expectations.

RATER is an acronym of five factors: Reliability, Assurance, Tangibles, Empathy and

Responsiveness.

CONCEPTUAL FRAMEWORK

RATER ServQual

Restaurants

Figure 1.1 Comparative analysis: Servqual of Restaurants

In Binondo

This shows that the restaurants is determined by the Servqual of the

restaurants and the 5 dimensions called Reliability, Assurance, Tangible, Empathy

and Responsiveness.

6
FAR EASTERN UNIVERSITY

INSTITUTE OF TOURISM AND HOTEL MANAGEMENT

SIGNIFICANCE OF THE STUDY

For the consumers, this will enlighten them what they are looking for when it

comes to service quality.

For the entrepreneurs, this study can help them on how they can improve on

their business and can give them new ideas on how they can be more successful

when it terms to service quality.

For the aspiring entrepreneurs, as they start their own business, this will help

them to gain more idea on how they will be different to other business and how they

can be successful on how what is the best standard of service quality.

For the future researchers, this research will help them in their future research

related work.

For the researchers, to gain new ideas and understanding in the said research,

also, for practical application of research of process and for fulfillment of academic

requirement.

SCOPE AND LIMITATION OF THE STUDY

The study is focused on the consumers who goes to restaurants mainly in

Binondo, Manila and identify service quality. This includes their demographic profile

and what are the things they are looking for when it comes to service quality.

The respondents are limited to every consumer both male and female who

already has the perspective in Binondo, Manila.

7
FAR EASTERN UNIVERSITY

INSTITUTE OF TOURISM AND HOTEL MANAGEMENT

The researchers will survey a total of 350 respondents of both male and female

who are eating around Lan Zhou La Mien, Golden Fortune Seafood Restaurant, Wai

Ying, Mr. Ube Rice & Noodle House, King Chef Seafood Restaurant in Binondo,

Manila.

DEFINITION OF TERMS

 ServQual - Initially, emphasis was on the development of quality

systems in the field product quality. Over time, it became more and more

important to improve the quality of related services. Improved service

quality could give organisations a competitive edge. In addition, service

in general became more important, and as a result, the SERVQUAL

Model had a serious impact in the eighties. Back then, measuring service

was abstract and not easily quantifiable (Mulder, P., 2018).

 RATER Metrics - Reliability, assurance, tangibles, empathy, and

responsiveness - are the five service dimensions in which your

customers (consciously or not) evaluate your business. Each of these

metrics is broken down in the following paragraphs so you can

understand the types of expectations each category addresses (Cory

Brown, NA).

8
FAR EASTERN UNIVERSITY

INSTITUTE OF TOURISM AND HOTEL MANAGEMENT

 Reliability - Is your ability to deliver the service a customer expects,

when the customer expects. Reliable service is regular, accurate, timely,

and consistent (Cory Brown, NA)

 Assurance - Is the aspect of customer service that causes your

customers to trust you. To meet their expectations, you should prove that

you are credible and address their concerns competently (Cory Brown,

NA).

 Tangibles - Appearance of physical facilities, equipment, personnel, and

communication materials (Arlen, 2008).

 Empathy - Caring, individualized attention the firm provides its

customers (Arlen, 2008).

 Responsiveness - Governs how quickly, how well, and where you

respond to your customers (Cory Brown, NA).

 Gap Analysis - Is a tool that helps companies compare

actual performance with potential performance (Zeithaml, Parasuraman,

and Leonard Berry, 1990).

9
FAR EASTERN UNIVERSITY

INSTITUTE OF TOURISM AND HOTEL MANAGEMENT


CHAPTER 2

Review of Related Literature.

In its simplest form service quality is a product of the effort that every member

of the organization invests in satisfying customers. In its broadest sense service

quality is defined as superiority or excellence as perceived by the customer. Some

customers judge the quality of food and how employees interacts. As later suggested

by the original developers of the SERVQUAL model, the easy way to recall the five

dimensions are by using the letters of RATER, as follows: Reliability Assurance,

Tangibles, Empathy, Responsiveness.

Reliability is your ability to deliver the service a customer expects, when the

customer expects. Reliable service is regular, accurate, timely, and consistent.

Unsurprisingly, it’s the most important of all the service dimensions. When service

delivery fails the first time, a service provider may get a second chance to provide the

same service in the phase called ‘Recovery’. The expectations of the customer are

usually higher during the recovery phase than before because of the initial failure.

Thus, the service provider is likely to come under greater scrutiny, thereby increasing

the possibility of customer dissatisfaction. The reliability dimension, which ensures

timely delivery time after time, helps the service provider to meet the customer

expectations fully at the lowest level of service expectation

Assurance is the aspect of customer service that causes your customers to

trust you and confidence in the service delivery. It refers to knowledge and courtesy

10
FAR EASTERN UNIVERSITY

INSTITUTE OF TOURISM AND HOTEL MANAGEMENT


of the service firm’s employees and their ability to inspire

trust and confidence in the customer toward the company. To meet their expectations,

you should prove that you are credible and address their concerns competently. This

dimension is considered vital for services that involve high risk as customers may not

be able to evaluate all the uncertainties involved in the process by them. The

evaluation of construction services is beyond technical capabilities of most buyers.

However, the prospective customers are free to call the previous customers. When

prospective customers hear from them about the company and its satisfactory

delivery, they feel assured and develop a more positive attitude towards the company.

Tangible refers to physical facilities, equipment, and appearance of a service

firm’s employees. The job of the tangible and physical evidence of a service is

multifunctional. When a patient in the waiting room of a clinic sees the doctor’s

certificate, he becomes aware of the quality of service he is about to receive. Tangibles

provide the customer proof of the quality of service.

Empathy refers to the caring, individualized attention the service firm provides

each customer. When service provider puts himself in the shoes of the customers, he

may see the customer’s viewpoint better. When customers feel that the provider is

making his best effort to see their viewpoint, it may be good enough for most.

11
FAR EASTERN UNIVERSITY

INSTITUTE OF TOURISM AND HOTEL MANAGEMENT


Responsiveness it is the willingness of the service

firm’s staff to help customers and to provide them with prompt service. The customers

may have queries, special requests, complaints, etc. Responsiveness governs how

quickly, how well, and where you respond to your customers. Good responsiveness

involves being available for customers during the times and channels that they prefer.

In fact, each customer may have problems of his or her own. While the front-end

employee may have been trained or equipped to deliver standardized services, the

customers want them to go beyond this limit. It is the willingness to help the customer

or willingness to go that extra distance that is responsiveness. The second aspect of

responsiveness is speedy response to a customer request. When response is delayed

customers usually loses interest. Many sales representatives respond on the phone,

‘I will call you back’. The call is never returned. The customer draws his or her own

conclusion about the quality of service he is likely to receive in the future.

All of those situations make an impact on your responsiveness. If you want to work on

driving response times down while maintaining quality communication, this should

consider the following:

 Do your customers perceive you as being willing to help?

 Do you acknowledge the receipt of complaints and inquiries immediately?

 Do you address inquiries within 24 hours?

 Do you use multiple customer service channels (email, phone, social

media…)?

12
FAR EASTERN UNIVERSITY

INSTITUTE OF TOURISM AND HOTEL MANAGEMENT


Gap Analysis can be applied to each of the five RATER

areas. Gap Analysis is a tool that helps companies compare actual performance with

potential performance. The five gaps that organizations should measure, manage,

and minimize are:

 Gap 1: The management perception gap, or the difference between the service

customers expect and management's perception of customer expectations. If

management thinks customers expect one level of service when they really

expect another, this indicates that management does not fully understand the

market.

 Gap 2: The quality specification gap. This is the difference between

management perception and the company's actual specification of customer

experience.

 Gap 3: The service delivery gap. This is the difference between customer-

driven service design and standards and service delivery.

 Gap 4: The market communication gap. This is the gap between the

experience that customers are promised and the experience they actually have.

 Gap 5: The perceived service quality gap. This is the gap between a customer's

expectation of a service and their perception of the service they received.

Addressing gaps is the ultimate goal of this process because the deviation between

customer expectations and actual quality is where quality control and process

improvements take place.

13
FAR EASTERN UNIVERSITY

INSTITUTE OF TOURISM AND HOTEL MANAGEMENT


Restaurant (QSR) within the industry, is a specific type

of restaurant characterized bothby its fast food cuisine and by minimal table service.

Food and beverage industry plays majorrole in economic growth. The Indian food

industry is of considerable size, with a latent demandof around US $ 12 billion as of

2009. Service Quality has always been attractive area for the researchers. The major

reason behind thatis service quality directly affects customer satisfaction. According

to Kumar, Kee andManshor(2009) High level of service quality leads to high customer

satisfaction and therebyincreases customer loyalty. For any marketing activity,

customer satisfaction is major output.(Oliver, 1980; Naeem & Safi, 2009). In

restaurant, especially where there is a mix of product andservice, restaurants are

likely to have impact on service quality more than on product quality. Hence, service

quality is defined as customer perceptions and how well a service meets

thoseexpectations.

Instruments to measure Service Quality

SERVQUAL, a model proposed by Parasuraman, Zeithaml and Berry (1988), is

widely used tomeasure service quality Cao (2011). The SERVQUAL model is based

on the gap between customers’ expectations and performance perceptions

 Reliability: to deliver the promised service to the customer in an accurate

manner.

 Responsiveness: the willingness to respond to and resolve customer problems.

 Assurance: the ability to instil confidence and trust in the customer.

 Empathy: the ability to empathise with and understand the customer

14
FAR EASTERN UNIVERSITY

INSTITUTE OF TOURISM AND HOTEL MANAGEMENT

 Tangibles: the appearance of staff, equipment and the physical facilities.

"Qualitymeans achievement of estimated standards and their constant

maintenance, i.e. an ongoing process. High-class hotels render the highest standards

and highest quality products and service, with the most extensive scope of expensive

hotel service. Economy class hotels offer products and service of lower quality, with a

limited scope of less expensive service" Avelini-Holjevac (2002).

Service quality becomes the crucial issue for hospitality industry and the theory of

service quality has evolved over long period of time through testing and trials in service

sector. . The demanding customers and increased sense of customer satisfaction led

to the use of the new service parameters making hoteliers to implement quality

management as an effective aid. During the last few decades there is phenomenal

change experienced in the hospitality industry and the reason being is Service Quality.

Knowing that both service quality and value is difficult to measure, hospitality

companies heavily rely on guest’s quality perception and expectations. It could be

achieved by asking guest’s questions related to expectations and their perceptions of

the service quality through carefully designed surveys. Various studies have been

carried out to consolidate the dimensions of service quality and servqual has been

accepted as well constructed instrument to measure service quality. The empirical

research in development of service quality theory suggests that improved service

quality plays important role in overall customer satisfaction. Study would focus on

various studies on Service Quality conducted by earlier researchers in an array of

industries. Thus, present study is unique in the sense that it is new to Indian hotel

15
FAR EASTERN UNIVERSITY

INSTITUTE OF TOURISM AND HOTEL MANAGEMENT

industry. The paper explores the development of service quality theory and alternate

scales of measuring service quality, its role in customer satisfaction and importance

of servqual instrument (Borgave, 2012).

Researchers have found difficulties in defining the concept of service quality

(Parasuraman et al., 1985). These difficulties are mainly due to the way the services

were produced, consumed and evaluated (Chelladurai, 1999). Gronroos (1984) and

Zeithaml et al. (1990) argue that service quality is more complicated than product

quality. The physical attribute of products enables errors in the production to be easily

detected and thus necessary solutions can be taken immediately to correct the

mistakes before they are sold to customers. Compared with product quality, service

quality is difficult to measure physically because services are abstract entities with

characteristics such as intangible, perishable, heterogeneous and simultaneous

Service Quality Food Quality Perceived Value Customer Satisfaction Behavioural

Intentions 17 (Lovelock, 2001). Consequently, several definitions have been given to

service. Among the definitions for services are “actions that transfer values”

(O’Sullivan et al., 2002), “the transaction with the absence of ownership” (Lovelock,

2001), “deeds, processes and performances” which come with their own inherent

qualities to differentiate them from goods (Zeithaml, 1998). Resulting from the

variance in the definitions of service quality, many methods have been formulated to

measure service quality. Parasuraman et al. (1985) develop a 22- item SERVQUAL

scale, which consists of five dimensions, namely Tangible, Reliability,

Responsiveness, Assurance and Empathy, to measure service quality.

16
FAR EASTERN UNIVERSITY

INSTITUTE OF TOURISM AND HOTEL MANAGEMENT

The SERVQUAL instrument posits that service quality is the difference

between customers’ expectation and their perceived perceptions of the actual service,

which is known as disconfirmation approach. Based on this approach, the customers’

expectation and perceptions are measured after service is provided.

By integrating with the five dimensions in SERVQUAL, thus service quality is a

multi-dimensional phenomenon (Vandamme & Leunis, 1993, Bougoure and Neu,

2010). The five dimensions in SERVQUAL are defined as below (Parasuraman et al,

1988): 18 1) Tangible involves the physical facilities of service, the equipment, the

appearance of personnel and the communication materials. 2) Reliability includes

consistency of performance and dependability. 3) Responsiveness is defined as the

willingness or readiness of employees to be helpful and to provide prompt service to

the customers. 4) Assurance consists of employee’s knowledge and courtesy and

their ability to show confidence and develop trust in the customers. 5) Empathy refers

to the individualised caring attention that is displayed to each customer.

According to Susskind and Chan (2000), three components contribute to overall

customer satisfaction with the restaurant: good food, good service and a pleasant

setting. Kalra (2001) explains that dinning out has become an integral part of

customers’ lifestyle, thus experienced customers have raised their expectations with

regard to quality, good service, well-cooked food and no dirty interiors, while seeking

a better value for their money. Several researchers have attempted to test the

SERVQUAL framework in measuring customer satisfaction in the restaurant industry.

17
FAR EASTERN UNIVERSITY

INSTITUTE OF TOURISM AND HOTEL MANAGEMENT

Bojanic & Rosen (1994) used the SERVQUAL instrument in a chain restaurant

with a diverse clientele in Columbia, South Carolina and a varied menu that included

international items. Six dimensions were used as “Empathy” was divided into two

dimensions: knowing the customer and access to services. The results identified

dimensions similar to those in Parasuraman et al.’s (1988) SERVQUAL instrument,

“Knowing the customer”, “Reliability”, and “Assurance” were the most significant in

predicting overall restaurant quality; the other three dimensions were not important

predictors of overall quality. Lee & Hing (1995) assessed the usefulness and

apllicability of the SERVQUAL instrument in the restaurant industry to measure and

compare patrons’ perceived service quality at a French and a Chinese restaurant in

Australia. The results revealed that the customers’ highest expectations of service

quality involved “Assurance” and “Reliability”, while their lowest expectations were

related to “Tangibles”. Oubre & Brown (2009) examined the relationship between

customer, wait staff and manager perceptions in fine dining restaurants and

“Reliability” was found to be the most important dimension, followed by “Tangibles”,

“Assurance”, “Responsiveness”, and “Empathy”. In an effort to adapt SERVQUAL to

the restaurant industry, Stevens et al. (1995) developed the DINESERV instrument.

The final version of DINESERV consisted of 29 items that captured the five

dimensions of SERVQUAL. Kim et al. (2003) conducted a study to validate five

dimensions of the DINESERV instrument in Korean casual dining restaurants and

explored any possible differences in perceived service quality of those restaurants.

18
FAR EASTERN UNIVERSITY

INSTITUTE OF TOURISM AND HOTEL MANAGEMENT


According to Edvardsen et al. (1994), Always there

exists an important question: why should service quality be measured? Measurement

allows for comparison before and after changes, for the location of quality related

problems and for the establishment of clear standards for service delivery. He states

that in their experience, the starting point in developing quality in services is analysis

and measurement. The SERVQUAL approach, which is studied in this paper is the

most common method for measuring service quality.

SYNTHESIS

According to different customers' experience were mixed emotions in connection with

the service quality of restaurants in Binondo and this emotions influence service

satisfaction. The core condition of restaurants must meet the good service quality and

at the same time must maintain the authenticity of the foods and the service as well.

The customers were able to experience what they are expecting to a Chinese

restaurant. Moreover they also affect the behavioral intentions. The researchers

subsequently focus on the role of service quality and switching costs as antecedents

to these types of service quality. The results of an empirical study of a large sample

of customers provide support for this one.

19
FAR EASTERN UNIVERSITY

INSTITUTE OF TOURISM AND HOTEL MANAGEMENT


CHAPTER 3

Research Methodology

Research Design

The researchers would like to use the observational design. This will help the

researchers to easily identify the service quality of each restaurants in Binondo,

Manila.

Sampling Design

The study involves every consumer who are going in a restaurant specifically in

Binondo, Manila. The sample group that served as the respondents of the study was

chosen through random sampling from ages 20-60.

Data Gathering Instrument

In the first part of the questionnaire is the demographic profile of the

consumers going in Binond, Manila. The other part of the questionnaire is the rating

scale (Likert Scale – 1 Strongly Disagree ---- 5 Strongly Agree), wherein,

the consumers will rate on the things what they are looking for the best quality service

in Binondo, Manila, where 5 is the highest and 1 is the lowest.

Data Gathering Procedure

In gathering data, before having the survey, the research should be clear first

for the part of the researchers on what is their objective. After understanding what the

20
FAR EASTERN UNIVERSITY

INSTITUTE OF TOURISM AND HOTEL MANAGEMENT

research is all about, ask the adviser for suggestion. Also when gathering data, seek

a Statistician for clearer view on what will happen. After consulting on the adviser and

statistician, ask permission from the place where the survey which is in Binondo,

Manila the researchers will conduct a survey. And lastly, after a long day asking for

respondents to answer the survey, it will be a great opportunity for the researchers to

gather all answers and check where is the best quality of service in Binondo, Manila.

Data Analysis Procedure

After having the survey, researchers must have a place to gather and analyze

the data. Next is, gather all data needed and analyze each data. After analyzing each

data, ask a statistician to review the analyzed data for clearer and satisfactory of the

data.

21
FAR EASTERN UNIVERSITY

INSTITUTE OF TOURISM AND HOTEL MANAGEMENT

References

RATER Model, a model for measuring customer expectations. (2018, April 16).

Retrieved March 18, 2019, from https://www.toolshero.com/marketing/rater-

model/

22

S-ar putea să vă placă și