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A Comparative Study Between Shakey’s and Pizza Hut Pacita Branches in terms of Customer Satisfaction

CHAPTER 1

Introduction

Shakey’s has been creating over 40 years of good times and great memories in the Philippines.

Having started its first store in Metro Manila back in 1975, Shakey’s now operates nationwide

with a strong store count of 177 stores, comprising of 106 Company-owned stores and 71

franchised stores. It is also one of the leading operators of Fast Casual Restaurants in the

Philippines, focused on family casual dining. In 2015, Euromonitor released a report stating that

Shakey’s is the market leader in both chained pizza full-service restaurant and chained full-

service restaurant. Shakey’s weathered the challenges in making it a strong brand that it is now.

The creative passion and excellent business sense of its leaders has truly paid off. Today,

Shakey’s continues its commitment to provide great food, great service and its fun setting to the

many patrons it has develop through the years.

Pizza Hut was started in 1958 by two enterprising college students, Frank and Dan Carney,

borrowed $600 from their mom and opened a small pizza restaurant in their hometown in

Wichita, Kansas. Frank and Dan Carney's secret of success was using only the freshest meat and

vegetable toppings, with each pizza baked fresh to order. By December of the same year, they

opened their second restaurant. By 1968, just 10 years later, they had opened over 300

restaurants. Pizza Hut serves over a million pizzas a day in more than 15,600 restaurants in 90

countries making it the No.1 pizza brand in the world. In the Philippines, Pizza Hut began in

1984. It is now the country's most popular pizza chain serving Metro Manila and surrounding

provinces, as well as Visayas and Mindanao with its Dine-In Restaurants, Delivery Units and

Express Counters.

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Pizza Hut is now more than just a pizza place. It offers a unique casual dining experience that is

different from the usual fast-food environment. The casual dining restaurant now has an

expanded pizza menu, appetizer such as ribs and a new line of desserts, soup, smoothies, a

variety of pasta dishes and a whole lot more. With the new ambiance come more customer

interaction and service that is made doubly fast and extra friendly.

“The reason behind Pizza Hut’s success all over the world is its steadfast belief and

uncompromising drive in providing customers the best in terms of product, quality, service,

cleanliness and value.” The management of Pizza Hut always make sure that their crews are well

trained to make the customers feel appreciated. Pizza Hut makes sure that their customers are

treated with courtesy, attentiveness, respect and enthusiasm.

Background of the study

The research is about A Comparative Study between Shakey’s and Pizza Hut Pacita Branches in

terms of Customer Satisfaction. The study shows to compare the two restaurants pertaining to

the overall production of the establishment.

This chapter shows how the researchers will compare Shakey’s Pacita and Pizza Hut Pacita in

terms of how they run their production and what are the things they do to satisfy the needs and

wants of their customers. The researchers will visit the store, observe the employees on how

hardworking they are, the pace of the service, and the environment of the store. In a way, the

researchers want to know who among the two restaurants satisfied the expectation of their

customers.

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The researchers will also conduct a survey to the customers about the things they are looking for

in a restaurant to be able to satisfy them.

Statement of the Problem

1. What is the profile of the respondents

 Age

 Gender

2. What is the customer perception on the service offered by Shakey’s and Pizza Hut?

3. What are the factors affecting customer satisfaction?

4. Is there a significant difference on the perception of customers in the restaurant services

of Shakey’s and Pizza Hut?

Hypothesis

Ha: (Alternative) There is a significant difference between Shakey’sPacita and Pizza Hut Pacita in

terms of Customer Satisfaction.

Theoretical Framework

The researchers searched about the theory of customer satisfaction. Abraham Maslow’s

Hierarchy of Needs is the top theory that is related to the topic.

Maslow’s Hierarchy of Needs was proposed by Abraham Maslow in the 1943. The Maslow’s

Hierarchy of Needs is presented in a pyramid. In order for humans to satisfy all of their needs,

they need to satisfy their basic needs first before they can satisfy the remaining. The first stage is

the Physiological needs they are the physical requirements for human survival. If these

requirements are not met, the human body cannot function properly and will ultimately fail.

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Physiological needs are thought to be the most important; they should be met first. The second

stage is the Safety and Security it refers to the ability of humans to protect themselves. The third

stage is Social needs involves feelings of belongingness. Humans need to feel a sense of

belonging and acceptance among their social groups, regardless whether these groups are large

or small. The fourth stage is the Esteem. All humans have a need to feel respected; this includes

the need to have self-esteem and self-respect. Esteem presents the typical human desire to be

accepted and valued by others. The last stage is the Self-actualization. This level of need refers

to what a person's full potential is and the realization of that potential. Maslow describes this

level as the desire to accomplish everything that one can, to become the most that one can be.

Figure 1.1

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Conceptual Framework

The conceptual framework becomes the central theme, the focus and the main trust of the

study. It serves a guide in the conduct of the investigation.

Food
Service A Comparative Study
Age Ambiance between Shakey’s and
Gender Staff Pizza Hut Pacita Branches
Product/Price in terms of Customer
Promotional Strategy Satisfaction

Figure 2.1 Figure 2.2 Figure 2.3

Operational Framework

INPUT PROCESS OUTPUT


Food Survey Questionnaire A Comparative
Service Study between
Ambiance Shakey’s and Pizza
Staff Hut Pacita
Product/Price Branches in terms
Promotional of Customer
Strategy Satisfaction

Figure 3.1

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Statement of the Objectives

In conducting this research, the researchers have the following objectives:

 To identify the different perceptions of customers toward the selected restaurants.

 To determine the factors affecting customer satisfaction.

Significance of the Study

This study contributes additional information to serve the following individuals in the

organization and could provide information about the comparative study between Shakey’s and

Pizza Hut Pacita branches in terms of customer satisfaction. This study is beneficial to the

following concerned group:

 Researchers - This research paper will help them a lot to accomplish their work and

perhaps may serve as their reference where they can get an ideas or thoughts regarding

on what their research topic is all about.

 Students - Many students recognize the benefits of research participation to their

academic growth. Most students enjoyed their experience and they may enhance their

skills and abilities and to have an additional learning.

 Professors - The purpose of this research work for them is to give them an additional

knowledge and also serve as their guide as we go and finish our research topic.

 School - The school may be given additional information to be able to share it to the

students.

 Customers - This study may serve as a tool for the customer to be aware about the

performance of the two company.

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• Restaurant - It gives them additional information on how to handle their employees

successfully.

• Restaurant Staff - It guides them to take good care of the service they offer to their

customers.

Scope and Limitation of the study

This study is limited only to the customers of Shakey’s and Pizza Hut Pacita branches. The topic

will focus only in determining the difference between Shakey’s Pacita and Pizza Hut Pacita in

terms of customer satisfaction.

Operational Definition

 Ambiance - the character and atmosphere of a place.

 Customer - a person or organization that buys goods or services from a store or business.

 Customer Satisfaction - It is a measure of how products and services supplied by a

company meet or surpass customer expectation.

 Difference - the way in which two things being compared are not the same, or thefact of

not being the same

 Pace - rate of performance or delivery

 Perception - a way of regarding, understanding, or interpreting something; a mental

impression.

 Production - the action of making or manufacturing from components or raw materials,

or the process of being so manufactured.

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 Promotional Strategy - It is to do with finding the appropriate market for a product or

service and utilising all aspects of the promotion such as advertising and discounts used

to promote the product or service to a particular market.

 Service - the action of helping or doing work for someone.

 Traits - a genetically determined characteristic.

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CHAPTER 2

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter includes the literature and studies both from foreign and local sources that are

found and proven to be relevant to the comparative study between Shakey’s and Pizza Hut

Pacita Branches in terms of customer satisfaction.

RELATED LITERATURE

Local

According to Douglas Robert Brown (2003), satisfaction is not even close to good enough. It is an

improvement on dissatisfaction, of course, but in today’s market, it won’t keep people coming

back. There is just too much competition that you need to exceed your guest’s expectations

every time the food service business is built in personal connections. When you serve one

person at a time, the more personal that interaction is the more you will exceed his/her

expectation and happier he/she will be.

Customers are delighted when you care. It’s as simple as doing things that demonstrate how

much you care will make a difference. You’ve got to be sincere because sincerity works.

According to Scott Snell and George Bollander (2007), food service business is about personal

connection. Getting connected is the way to satisfy guest and bring them back. Bringing guest

back just one per month will give you a 15 to 50 percent increase sales volume. If you dedicate

your energies towards building an establishment where your servers are treated with respect

and gratitude, they will treat your customers in the same way. Focus on building an environment

that is friendly, helpful, informed and welcoming and people will come back again and again.

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Marzia Magris and Cathy McCreery stated in the book. An Introduction to Food and Beverage

Studies (2001) that customers decide to eat at a particular restaurant for many reasons, it might

be the type of menu or its presentation, the reputation of the place, the atmosphere, its décor

and furnishing, perhaps the music, or the quality of food and its price. All these can affect a

customer’s choice but frequently it is the service provided by the waiting staff which is decisive.

All waiters play a vitally important part in the success or failure of the businesses in which they

work. Restaurant succeeds mostly because the customers who eat in them leave feelings that

they have had a satisfying, enjoyable experience, they tell their friends and come back

themselves. It is the waiters, who have direct contact with customers, who create pleasing,

friendly atmosphere and provide the efficient, thoughtful service that makes customers feel they

have had a good time and want to return.

Reid and Bojanic (2001), cited factors that influencer customer behavior. External influences on

consumer behavior includes culture, socio-economic level reference groups, and house hold.

External influences on consumer behavior affects the consumers choice as well as personal

needs and motives, experience, personality, self-image, perceptions and attitudes. Most firms

understands the importance of consumer satisfaction and will provide basic training to their

employees.

According to Lim, an article of the Philippine Daily Inquirer (2015), “This recognition fuels our

passion to elevate our brand to becoming a frontrunner in the food industry by bringing the best

in our people, providing the highest level of customer service and exeptional product quality.”

Pizza Hut is one the most know pizza parlors in the country.

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The reason behind that is their attitude towards work and their passion to provide the best

quality service in terms of food and guest satisfaction. Service is an attitude in Pizza Hut. The

crews should be trained well to make the customers feel appreciated.

Foreign

Pizzam and Ellis (2002), defined customer satisfaction as the feeling of well-being and pleasure

that the results from obtaining what one hopes for and expects from an appealing product and/

or service.

Choi and Chu (2001), considers satisfaction as an evaluation by customers that the food or

service they have received is at least as good as it is supposed to be. Although customer

satisfaction has been defined differently, the underlying fact is that satisfaction is not a single

entity per se, but comes in different states or levels. For instance, situation can be viewed as

contentment, more of a passive response that customers may associate with the dining

experience they don’t think a lot about; thus the dining experience that they receive routinely

over time.

According to Lee and Hing (2002), posit that customers or guests focus on the entire dining

experience to determine their levels of satisfaction. For example, a customer may be satisfied

with the quality of food and service offered by a particular restaurant but if the ambiance is poor

the level of satisfaction is reduced.

Susskind (2002), postulates that customers evaluate the aspects of the dining experience based

on food, service, and ambiance individually. This may be exemplified by a classic phrase

regarding dining experience “The food was, but the service terrible.”

According to Erusmus and Donoghue (2002), customer satisfaction is a complex human process

involving cognitive, affective as well as psychological and physiological dynamics.

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REVIEW OF RELATED STUDIES

Local

According to the findings of Jangga, Sahari and Basir (2012), is it said that factors such as food,

service, and ambiance have a significant influence on the level of customer satisfaction. Also

having high level of satisfaction resulted to returned visits and generated loyalty from the

guests.

The findings of the study made by Ryu, Lee and Kim (2012), proved that the quality of the

physical environment which is food and service were all significant determinants of restaurant

image. It was mentioned the three elements of food service quality dimensions are physical

environment, food and service.

According to the study of Lee, Cho and Ahn (2012), it was discovered that there was a

statistically significant differences in the levels of satisfaction between older and younger

customers and in the perceptions of service quality between older and younger customers,

between male and female older customers.

The research made by Heung and Gu (2012), investigates the influence of restaurant

atmospherics on the dining satisfaction and behavioral intentions of restaurant patrons. An

extensive literature review first identified five dimensions of restaurant atmospherics which are

namely: facility aesthetics, ambiance, spatial layout, employee factors, and the view from the

window. Dining satisfaction itself was also found to have a significant influence on behavioral

intentions, particularly the intentions to return and to recommend the restaurant.

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A study proposed by Han and Ryu (2011), provided conceptual model to examine how

customers’ perceptions of the physical environment influenced disconfirmation, customer

satisfaction, and customer loyalty for first-time and repeat customers in upscale restaurants.

Using a structural equation modeling analysis, this study showed that facility aesthetics, lighting,

layout, and service staff had significant effects on disconfirmation. The impacts of facility

aesthetics, lightning, table settings, and service staff on disconfirmation significantly differed

between first-time customers and repeat customers.

Foreign

Based on the study of Hwang and Zhao (2010), it is said that customer satisfaction is directly

linked to restaurant sales. The results indicated three perceived quality factors (good value, tasty

food and employees’ knowledge of menu) most affected dissatisfied customers.

Based on the study of Han and Ryu (2009), it is said that guests who visits quick-casual segment

of the restaurant facilities, exceptional food and acceptable level of service quality as an

indicator of their satisfaction for with the place they visit.

The study made by Back, Barrettc and Han (2009), was designed to examine the relationships

among consumption emotions, customer satisfaction, switching barriers, and revisit intention.

Using structural equation analysis, the proposed relationships were tested in a full-service

restaurant setting. The results showed that multiple components of consumption emotions

significantly affected customers satisfaction, and satisfaction mediated the effect of emotion

factors on revisit intention.

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According to Kim W., Ng and Kim, Y., (2009), The relative importance of institutional DINESERV

factors are food quality, atmosphere, service quality, convenience price and value that affect

customer satisfaction in the university dining facilities and to examine the influence of customer

satisfaction on return intention and word-of-mouth endorsement.

According to Harrah (2008), in the foodservice industry, customer service is a key performance

indicator. This performance indicator comprises two components: a core aspect (food quality)

and a relationship aspect (personality of the server). This paper explores the role of personality

and its influence on the relationship aspect of customer service. In particular, the authors

examine the significance of the agreeableness personality trait on customer satisfaction and

word-of-mouth promotion. The findings suggest that developing a method to measure the

agreeableness personality trait could assist foodservice managers in selecting candidates that

have a greater likelihood of delivering quality customer service.

Synthesis

Every customer have different perception in terms of customer satisfaction. The main goal of

any restaurant establishment is the satisfaction of needs and wants of their customers.

There are many existing literatures and studies in the current times that support in the basis of

this study (local and foreign). Summing all up the ideas from these, the fact can be seen that the

performance of any individual has a relationship in terms of their: physical, social, emotional,

psychological and different factors associated to each individual including their way of living.

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These related literatures has given ideas and facts in relation to the research topic and

enlightened the proponents on things that seemed to be in conflict with these related facts. In

connection with the previous literature and studies, there are many factors and conditions with

regards to the perception of customers towards customer satisfaction; it may include the time of

their work, the people that surrounds them, or their individual habits.

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CHAPTER 3

Research Methodology

This chapter provides information on the research methods of this research and discussed the

methodological procedures that have been chosen to be used throughout the study. It explained

how the instruments used for data collection were assembled. It also showed the research

design, sources of data, respondents of the study, research instruments, data gathering

procedure and statistical treatment of the data.

The survey research method has been chosen to determine the difference between Shakey’s

and Pizza Hut Pacita branches in terms of Customer Satisfaction.

Research Design

The researchers used descriptive method of research in formulating the study. This study

wanted to know the difference of Shakey’s and Pizza Hut Pacita branches in terms of Customer

Satisfaction among guests. This type of study endeavored to describe systematically, precisely,

and factually a situation problem and phenomenon. Descriptive research, is used to describe

characteristics of a population or phenomenon being studied. It does not answer questions

about how/when/why the characteristics occurred. Rather it addresses the "what" question.

Descriptive research is selected because it is much applicable to the study than the other

research methods.

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Sources of Data

The primary source of data in this study is consists of the restaurant guests of Shakey’s and Pizza

Hut Pacita branches.

Respondents of the Study

The respondents of the study will be the selected customer of Shakey’s and Pizza Hut Pacita

branches and evaluated based on their perception in customer satisfaction.

Research Instrument

The researchers used a research instrument in the form of questionnaires. A questionnaire is

a research instrument consisting of a series of questions and other prompts for the purpose of

gathering information from respondents.

Data Gathering Procedure

Prior to the data gathering activity, the researchers will ask for the permission of the managers

of Shakey’s and Pizza Hut branches to allow them to conduct the study. After getting the

managers permission, the researchers will distribute the survey forms to the respondents who

were given enough time to answer the questionnaires before the retrieval. The results will be

tallied and tabulated according to the degree of the item checked by the respondents.

Statistical Treatment

The researchers of the study used the following statistical tools upon the collection of data and

utilized it for the analysis and interpretation of data.

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The formulas used were:

Percentage – It is getting the part that is based on the total number involved in terms of %. It is

used in getting the ratio of male and female from the whole population of respondents (General

Statistics, 2012).

𝑥
P=𝑛 × 100

Where: P= Percentage

x= portion of the population

n= total population

Slovin’s Formula:

n = N / (1 + Ne2)

Where n = Number of samples

N = Total population

e = Error tolerance (5%)

Weighted Mean - The process of finding the ”Weighted Mean”, which is referred to as the

central tendency was used, The formula is given below:

Weighted Mean = Σwx

Σw

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Where:

WM= weighted mean

Σ= summation

w= weighted factor

x= average

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Chapter 4
Presentation, Analysis and Interpretation of data

AGE OF RESPONDENTS
Table 4.1
Shakey’s
13-19 54%
20 and older 46%
100%

Table 4.1 shows that 54% of the respondents were ages 13-19.

Table 4.2
Pizza Hut
13-19 52%
20 and older 48%
100%

Table 4.2 shows that 52% of the respondents were ages 13-19.

GENDER OF RESPONDENTS
Table 4.3
Shakey’s
Male 30%
Female 70%
100%

Table 4.3 shows that 70% of the respondents are Females.

Table 4.4
Pizza Hut
Male 40%
Female 60%
100%

Table 4.4 shows that 56% of the respondents are Females.

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FOOD
1. The food is served hot.
Table 4.5
Shakey’s Pizza Hut
NS 6% 6%
MS 30% 35%
S 64% 59%
100% 100%

Table 4.5 shows that 64% of Shakey’s respondents are satisfied, while 59% of Pizza Hut
respondents are satisfied that the food is served hot.

2. The food is appetizing and delicious.


Table 4.6
Shakey’s Pizza Hut
NS 2% 6%
MS 14% 42%
S 84% 52%
100% 100%

Table 4.6 shows that 84% of Shakey’s respondents are satisfied, while 52% of Pizza Hut
respondents are satisfied that the food is appetizing and delicious.

3. The set of menu is attractive and unique.


Table 4.7
Shakey’s Pizza Hut
NS 4% 8%
MS 24% 30%
S 72% 62%
100% 100%

Table 4.7 shows that 72% of Shakey’s respondents are satisfied, while 62% of Pizza Hut
respondents are satisfied that the set of menu is attractive and unique.

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4. The food is worth the price.


Table 4.8
Shakey’s Pizza Hut
NS 6% 8%
MS 38% 28%
S 56% 64%
100% 100%

Table 4.8 shows that 56% of Shakey’s respondents are satisfied, while 64% of Pizza Hut
respondents are satisfied that the food is worth the price.

SERVICE
1. The speed of serving the customers.
Table 4.9
Shakey’s Pizza Hut
NS 14% 6%
MS 42% 56%
S 44% 38%
100% 100%

Table 4.9 shows that 44% of Shakey’s respondents are satisfied, while 56% of Pizza Hut
respondents are moderately satisfied with the speed of serving the customers.

2. The service is consistent.


Table 4.10
Shakey’s Pizza Hut
NS 4% 6%
MS 49% 32%
S 47% 62%
100% 100%

Table 4.10 shows that 49% of Shakey’s respondents are moderately satisfied, while 62%
of Pizza Hut respondents are satisfied that the service is consistent.

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3. Prompt assistance of staff when called to assist are available.


Table 4.11
Shakey’s Pizza Hut
NS 2% 6%
MS 42% 40%
S 56% 54%
100% 100%

Table 4.11 shows that 56% of Shakey’s respondents are satisfied, while 54% of Pizza Hut
respondents are satisfied with the prompt assistance of staff when they are called to
assist.

4. Staff are polite.


Table 4.12
Shakey’s Pizza Hut
NS 2% 4%
MS 28% 34%
S 70% 62%
100% 100%

Table 4.12 shows that 70% of Shakey’s respondents are satisfied, while 62% of Pizza Hut
respondents are satisfied that the staffs are polite.

AMBIANCE
1. The ambiance is relaxing and comfortable to stay.
Table 4.13
Shakey’s Pizza Hut
NS 2% 4%
MS 34% 34%
S 64% 62%
100% 100%

Table 4.13 shows that 64% of Shakey’s respondents are satisfied, while 62% of Pizza Hut
respondents are satisfied that the ambiance is relaxing and comfortable to stay.

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2. The facilities can accommodate all customers.


Table 4.14
Shakey’s Pizza Hut
NS 6% 8%
MS 34% 44%
S 60% 48%
100% 100%

Table 4.14 shows that 60% of Shakey’s respondents are satisfied, while 48% of Pizza Hut
respondents are satisfied that the facilities can accommodate all customers.

3. It is well organized.
Table 4.15
Shakey’s Pizza Hut
NS 2% 4%
MS 32% 33%
S 66% 63%
100% 100%

Table 4.15 shows that 66% of Shakey’s respondents are satisfied, while 63% of Pizza Hut
respondents are satisfied that the ambiance of the restaurant is well organized.

4. The restaurant is generally clean and well-ventilated.


Table 4.16
Shakey’s Pizza Hut
NS 4% 8%
MS 34% 42%
S 62% 50%
100% 100%

Table 4.16 shows that 62% of Shakey’s respondents are satisfied, while 50% of Pizza Hut
respondents are satisfied that the restaurant is clean and well-ventilated.

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Staff
1. Staff is accommodating.
Table 4.17
Shakey’s Pizza Hut
NS 2% 8%
MS 28% 32%
S 70% 60%
100% 100%

Table 4.17 shows that 70% of Shakey’s respondents are satisfied, while 60% of Pizza Hut
respondents are satisfied that the staffs are accommodating.

2. Staff attends to guests request attentively.


Table 4.18
Shakey’s Pizza Hut
NS 4% 4%
MS 38% 34%
S 58% 62%
100% 100%

Table 4.18 shows that 58% of Shakey’s respondents are satisfied, while 62% of Pizza Hut
respondents are satisfied that the staff attends to guest request attentively.

3. Staff knows the product well.


Table 4.19
Shakey’s Pizza Hut
NS 2% 2%
MS 36% 32%
S 62% 66%
100% 100%

Table 4.19 shows that 62% of Shakey’s respondents are satisfied, while 66% of Pizza Hut
respondents are satisfied that the staff knows the product well.

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4. Staff is well groomed and have a pleasing personality.


Table 4.20
Shakey’s Pizza Hut
NS 2% 2%
MS 28% 36%
S 70% 62%
100% 100%

Table 4.20 shows that 70% of Shakey’s respondents are satisfied, while 62% of Pizza Hut
respondents are satisfied that the staffs are well groomed and have a pleasing
personality.

Product/Price
1. The price/size of the food is affordable and worth it to buy.
Table 4.21
Shakey’s Pizza Hut
NS 2% 4%
MS 40% 42%
S 58% 54%
100% 100%

Table 4.21 shows that 58% of Shakey’s respondents are satisfied, while 54% of Pizza Hut
respondents are satisfied that the price of the food is affordable and worth it to buy.

2. The presentation/design of the product attracts the customers.


Table 4.22
Shakey’s Pizza Hut
NS 0% 4%
MS 30% 38%
S 70% 58%
100% 100%

Table 4.22 shows that 70% of Shakey’s respondents are satisfied, while 58% of Pizza Hut
respondents are satisfied that the presentation of the product attracts the customers.

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3. Suits the economic status.


Table 4.23
Shakey’s Pizza Hut
NS 6% 8%
MS 40% 40%
S 54% 52%
100% 100%

Table 4.23 shows that 54% of Shakey’s respondents are satisfied, while 52% of Pizza Hut
respondents are satisfied that it suits the economic status.

4. The price of the product affects the customer choice.


Table 4.24
Shakey’s Pizza Hut
NS 4% 6%
MS 32% 36%
S 64% 58%
100% 100%

Table 4.24 shows that 64% of Shakey’s respondents are satisfied, while 58% of Pizza Hut
respondents are satisfied that the price of the product affects the customer choice.

Promotional Strategy
1. Satisfied with the discounts/promos offered.
Table 4.25
Shakey’s Pizza Hut
NS 16% 10%
MS 26% 28%
S 58% 62%
100% 100%

Table 4.25 shows that 58% of Shakey’s respondents are satisfied, while 62% of Pizza Hut
respondents are satisfied with the discounts and promos offered.

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2. They have limited time for any occasions or other events.


Table 4.26
Shakey’s Pizza Hut
NS 4% 2%
MS 50% 53%
S 46% 45%
100% 100%

Table 4.26 shows that 50% of Shakey’s respondents are moderately satisfied, while 53%
of Pizza Hut respondents are moderately satisfied that the restaurant have limited time
for any occasions or other events.

3. Distribution of flyers and posting advertisement through commercial and social media.
Table 4.27
Shakey’s Pizza Hut
NS 6% 2%
MS 34% 26%
S 60% 72%
100% 100%

Table 4.27 shows that 60% of Shakey’s respondents are satisfied, while 72% of Pizza Hut
respondents are satisfied with the restaurant’s distribution of flyers and posting
advertisement through commercial and social media.

4. Use a website to promote the products and the restaurant.


Table 4.28
Shakey’s Pizza Hut
NS 10% 8%
MS 33% 32%
S 57% 60%
100% 100%

Table 4.28 shows that 57% of Shakey’s respondents are satisfied, while 60% of Pizza Hut
respondents are satisfied with the promotional strategy that the restaurant uses a
website to promote its product and the restaurant itself.

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Chapter 5

Summary, Conclusion and Recommendation

Summary of Findings

The overriding purpose of this study was to determine the difference between Shakey’s Pacita

and Pizza Hut Pacita in terms of Customer Satisfaction. The researchers used descriptive method

of research. This kind of method usually refers to the survey questionnaires as one to tool to

gather reliable data. Once these fundamental steps were achieved, this research was able to go

forward. This chapter reports the conclusions and recommendations that resulted from this

study.

The researchers first learned the possible variables needed in conducting this study, in terms of

the age and gender. The respondents were the customers of Shakey’s and Pizza Hut Pacita. We

distributed 100 questionnaires and each questionnaire had 6 categories pertaining to customer

satisfaction with 4 questions which were related to our study.

Specifically it aims to answer the following questions:

1. What is the difference between Shakey’s and Pizza Hut Pacita in terms of Customer

Satisfaction?

2. Who are the respondents based on the following:

 Age

 Gender

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Based on the findings of this study, the researchers conclude the following:

The respondents who took part in this study are the customers of Shakey’s Pacita and Pizza Hut

Pacita. The researchers found that most of our respondents were teenager ages 13-19 years old

and most of them are females.

In question no.1 in terms of “Food”, majority of the respondents are satisfied with Shakey’s that

the food is served hot, the food is appetizing and delicious, and the set of menu is attractive and

unique but when it comes to the food is worth the price, Pizza Hut was the one chosen by the

respondents.

In question no.2 in terms of “Service”, majority of the respondents are satisfied and moderately

satisfied with Pizza Hut’s speed of serving the customers and consistency. In terms of the prompt

assistance and politeness of staff to assist, the respondents chose Shakey’s.

In question no.3 in terms of “Ambiance”, majority of the respondents are satisfied that Shakey’s

ambiance is relaxing and comfortable to stay, the facilities can accommodate all customers, and

the ambiance is well organized, clean, and well-ventilated than Pizza Hut.

In question no.4 in terms of “Staff”, majority of the respondents are satisfied that the staffs of

Shakey’s are more accommodating and well-groomed but in terms of attending to guest request

and knows the product well, the respondents chose Pizza Hut.

In question no.5 in terms of “Product/Price”, we found out that the majority of the respondents

are satisfied with Shakey's price that their product is affordable and worth to buy, the

presentation of the product attracts the customers, it suits the economic status, and the price of

the food affects the customer choice than Pizza Hut.

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In question no.6 in terms of “Promotional Strategy, majority of the respondents are satisfied and

moderately satisfied with the discounts and promos offered by Pizza Hut, limited time for any

occasions and other events, distribution of flyers and posting advertisement through commercial

and social media, and the use a website to promote the products and the restaurant than

Shakey’s.

Conclusion

Therefore, the researchers conclude that there is a significant difference between Shakey’s and

Pizza Hut Pacita in terms of customer satisfaction. There are different customer perception

between Shakey’s and Pizza Hut restaurant in terms of satisfying their needs and expectations.

Some are in favor of Shakey’s and some are in favor of Pizza Hut in different categories.

Recommendation

Based on the foregoing summary of finding and conclusion, the researchers recommend the

following:

Shakey’s

Shakey’s should improve their service more in terms of the speed in serving their customer and

the consistency. Shakey’s should also consider the price of the food if it suits the economic

status of their customers. The staffs of Shakey’s should also attend to guest request more

attentively and be more familiarize with their product.

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Pizza Hut

Pizza Hut should have a continuous innovation of their foods to achieve what the customers are

looking for. The quality of service should match the food that they serve. The staffs should be

more polite to the customers. Pizza Hut should also consider the facilities if it can accommodate

all customers. The facility should be more spacious in order for the customers to enjoy their

meal.

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