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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
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.
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
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
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.
The researchers will also conduct a survey to the customers about the things they are looking for
Age
Gender
2. What is the customer perception on the service offered by Shakey’s and Pizza Hut?
Hypothesis
Ha: (Alternative) There is a significant difference between Shakey’sPacita and Pizza Hut Pacita in
Theoretical Framework
The researchers searched about the theory of customer satisfaction. Abraham Maslow’s
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.
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
Conceptual Framework
The conceptual framework becomes the central theme, the focus and the main trust of the
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
Operational Framework
Figure 3.1
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
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
academic growth. Most students enjoyed their experience and they may enhance their
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
successfully.
• Restaurant Staff - It guides them to take good care of the service they offer to their
customers.
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
Operational Definition
Customer - a person or organization that buys goods or services from a store or business.
Difference - the way in which two things being compared are not the same, or thefact of
impression.
service and utilising all aspects of the promotion such as advertising and discounts used
CHAPTER 2
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
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
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.
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
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.
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
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
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
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
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,
The research made by Heung and Gu (2012), investigates the influence of restaurant
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
A study proposed by Han and Ryu (2011), provided conceptual model to examine how
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
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
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
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
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
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
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.
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.
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
The survey research method has been chosen to determine the difference between Shakey’s
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
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.
Sources of Data
The primary source of data in this study is consists of the restaurant guests of Shakey’s and Pizza
The respondents of the study will be the selected customer of Shakey’s and Pizza Hut Pacita
Research Instrument
a research instrument consisting of a series of questions and other prompts for the purpose of
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
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
n= total population
Slovin’s Formula:
n = N / (1 + Ne2)
N = Total population
Weighted Mean - The process of finding the ”Weighted Mean”, which is referred to as the
Σw
Where:
Σ= summation
w= weighted factor
x= average
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 4.4
Pizza Hut
Male 40%
Female 60%
100%
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Chapter 5
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
1. What is the difference between Shakey’s and Pizza Hut Pacita in terms of Customer
Satisfaction?
Age
Gender
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
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
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
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
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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