QUALITY SERVICE IN FOOD AND BEVERAGE INDUSTRY

A Thesis
Presented to the Faculty of the
Senior High School Department
Fort Bonifacio High School
Makati

In Partial Fulfillment of the

Requirements for Practical Research 1
by
LEADER;
Nathaniel Glenn Rocha

MEMBERS;
Milfred Merced Kevin Borja
Queensyvonne Samiana Christian Oriña

G11 – Food and Beverage Services

Submitted to:

MRS. CHERYL F. VILLANUEVA

MARCH 2019

ABSTRACT
 Service quality is one of the basic opportunity which help to run, to
improve business and profit of the company, and especially save the
loyalty of its customers. Good service is a result of organized corporate
culture, which can be considered as a kind of social culture in general.
The intension of the research study was to determine the importance of
quality service in all food and beverage establishments.
 Fort Bonifacio High School
SENIOR HIGH SCHOOL DEPARTMENT

DEDICATION

This study is dedicated to our

beloved parents, who have been our source

inspiration and giving us strength that we need

To our brothers, sisters, relatives, mentor, friends, and classmates

and most of all, to Jesus Christ giving us

His divine guidance, assistance and intersession,

without which this study would have not been a reality.

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 CHAPTER I
INTRODUCTION AND BACKGROUND OF THE STUDY

INTRODUCTION

Service Quality is the leading components in the system of external

relations of each organization, as today they largely determine its
competitiveness. The desire to manage relationships with customers
leads to the fact that organizations are starting to pay attention to the
development and implementation of service standards. Reviewing
standards of customer service as part of the corporate culture of the
organization allows finding more effective approaches to its development
and implementation.

An assessment of how well a delivered service conforms to the

client's expectations. Service business operators often assess the service
quality provided to their customers in order to improve their service, to
quickly identify problems, and to better assess client satisfaction.

BACKGROUND OF THE STUDY

Service quality (SQ) is described as “what the customer gets out and
is happy to pay for” rather than “what the provider puts in”. In some prior
studies, service quality was described as the extent to which the service
satisfies the needs or expectations of the customers (Lewis & Mitchell,
1990; Dotchin & Oakland, 1994), while Zeithaml & Bitner (1996)
 Fort Bonifacio High School
SENIOR HIGH SCHOOL DEPARTMENT

conceptualized service quality as the overall impression of customers as

regards the weakness or quality of the service. Therefore, service quality
has frequently been conceptualized as the perceived difference between
the expected and the actual service performance (Bloemer et al., 1999;
Kara et al., 2005).

To determine service quality elements, different studies have been

conducted by researchers in the field. Sasser, Olsen, and Wyckoff (1978)
specified that service quality is formed from three dimensions: materials,
physical facilities, and staff. Grönroos (1984) divided service quality into
two aspects: technical quality and functional quality. Rust and Oliver
(1994), taking a similar approach to that of Grönroos (1984), stated that
the components of service quality consist of technical quality, functional
quality, and environment. Parasuraman, Zeithaml, and Berry (1985)
stated that there are five components of service quality. Those are the
dimensions of tangibility, reliability, responsiveness, assurance, and
empathy.

Although there is dissimilarity among the researchers about how to

measure service quality, several instruments have been developed to do
so, such as SERVQUAL, SERVPERF, INTSERVQUAL, and INSQPLUS.
Various measurement scales such as LODGSERV, HOLSERV, and
DINESERV have been developed for service quality evaluation purposes
in the tourism industry. LODGSERV (Knutson et al., 1990) and HOLSERV
(Wong Ooi Mei, Dean, & White, 1999) are used in the
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accommodation industry, while DINESERV (Stevens, Knutson, & Patton,
1995) is utilized in the restaurant services sector. INTQUAL (Caruana &
Pitt, 1997) and INTERSERVQUAL (Frost & Kumar, 2001) are utilized in
service quality perceptions of employees. CASERV (Wong & Fong, 2012)
is used for casino customers. Due to the particularity of services in the
hotel industry (i.e. impalpability, inseparability from the provider and
receiver of service, the impossibility of storage), a specific concept called
SERVQUAL (SERVicesQUALity Model) was created (Parasuraman et al.,
1985). Parasuraman et al. (1985, 1988) introduced the SERVQUAL model
to measure service quality. The SERVQUAL scale was developed in the
marketing context and this was supported by the Marketing Science
Institute (Parasuraman et al., 1985). In the original SERVQUAL
instrument, Parasuraman et al. (1985, 47–48) define service quality
through ten dimensions: reliability, tangibility, responsiveness,
credibility, communication, competence, security, courtesy,
understanding the customer, and access, but later Parasuraman et al.
(1988, 23) reduced the dimensions to five because some dimensions were
overlapping (credibility, communication, competence, security, courtesy,
understanding customers and access), and they included reliability,
tangibility, responsiveness, assurance, and empathy. These dimensions
have specific service characteristics linked to the expectations of
customers (Parasuraman et al., 1988).
 Fort Bonifacio High School
SENIOR HIGH SCHOOL DEPARTMENT

CONCEPTUAL FAMEWORK
Among these service quality determinants, reliability is known as
the most vital according to their study, reliability was the most important
dimension, followed by responsiveness, assurance and empathy. The
tangibles were of least concern to customers.

Figure 1. Shows all the quality it need mostly Reliability of food and beverage student they
give costumer's satisfaction and for food industry.

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STATEMENT OF THE PROBLEMS
Food and beverages students need to know the proper student demo
in hotel and restaurant because they need to satisfy their costumer but
not an of the FBS students are good in servicing foods. Due to this the
costumers may not come back no longer patronize the company they work
in.

General question: To determine to the importance of the quality service

in food and beverage industry?

Specific Question:

1. How quality service affects customer satisfaction?

2. How quality service affect the company?

SCOPE AND DELIMITATION

This study only focus on the importance of quality service in food

and beverage industry.

This research will only take place in Fort Bonifacio high school with
the chosen respondents from grade 11 and grade 12 Techvoc and
livelihood strand.

SIGNIFICANCE OF THE STUDY

 Fort Bonifacio High School
SENIOR HIGH SCHOOL DEPARTMENT

The result of the study may be beneficial to the following:

I. Food and Beverage

The finding will provide students an information about quality

service and customer satisfaction as they go to their training
grounds

II. Future researchers

The results will be useful for them in their other studies in Food
and Beverages Industry.

III. Students. The information presented in the study will enable to

see the effects, advantages and disadvantages on learning through demo
of the quality service. It is important that the students understand on
how they should act accordingly using it, so they will effectively learn. At
the end of this study, students will finally know that quality service will
be efficient help for them to enhance their academic performance and
excel in other companies.

IV. Teachers. The results will provide the teachers time to their
students to convey them the teachings easier and faster. Quality service

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would also be a great help for them to easily apply to their jobs and
training grounds and interact with other companies.

DEFINITION OF TERMS

Customer satisfaction - Customers derive satisfaction from a product or

a service based on whether their need is met effortlessly, in a convenient
way that makes them loyal to the firm. Hence, customer satisfaction is an
important step to gain customer loyalty.

Quality Service - Quality customer service entails providing efficient,

quick and friendly service, building strong relationships with customers,
handling complaints quickly and responding to customers' issues on
time.

Food and beverages - is a sector contributes a great deal to the profits

in hospitality industry. The F&B Services providing businesses deliver
food and beverages to their customers at a particular location (on-
premise) such as hotel, restaurant, or at the customer's intended
premises.
 Fort Bonifacio High School
SENIOR HIGH SCHOOL DEPARTMENT

CHAPTER II
RELATED REVIEW OF LITERATURE

ABSTRACT
For the purpose of the literature review, the huge educational
references that debate the body of labor conducted by Parasuraman,
Zeithaml, and Berry (1985) can act at the place to begin for exploration.
They devised a tool that puts into operation the 5 dimensions and gaps
model of service quality. in addition this was followed up in their 1988
paper with a survey tool named the SERVQUAL, in order to live the fifth
gap of ‘perceived service quality’ (Carman, 1990, p.34) . The tool is split
into 5 key classes and tagged in step with the five dimensions of service
quality determined by Parasuraman et al, (1985).

Over the past few decades the topic of service quality has been a very
important focus for practitioners, researchers and managers because of
its clear associations with business performance, client satisfaction,
client loyalty and profit.

Acknowledging that the arrange for analysis is to be conducted

among in an exceedingly sales outlet, it would must be negotiated that
customers could be interviewed before they expertise the new devised
service quality initiative for results to be totally correct. However, this
might be considered impractical in a busy retail service setting and as a
result may act as a limitation.

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 Thus, it remains clear from the literature that the SERVQUAL has
been widely used within service industries to understand the perception
of the target market, providing a measurement of the service quality of
the organization.

Nevertheless Carman (1990, p.48) provides a solution to the

quandary as he suggests that data that relates to the perception
expectation distinction be answered ‘directly’ instead of to raise questions
on them separately’. He more elaborates that this method is particularly
helpful once performed in retail settings ‘where norms for expectations
are well developed within the respondent’s mind from past expertise with
similar services’

This could imply that as more and more business strive to hit targets
and pressure increases as a result of ‘customers becoming more
sophisticated, they become less willing to accept poor quality goods and
services’ (Woodruffe, 2003, p.290). Thus, employers may fail to recognise
the significance of striving to ensure that their staff’ perception of service
quality corresponds with the customers they are aiming to satisfy.
Unquestionably, this is cause for further exploration. Reynoso and
Moores (1995, p.65) citing Stershic (1990) makes a valuable contribution
to this debate, proposing that knowledge of the employee perspective
leads to increased customer content with the service.

SERVICE QUALITY MANAGEMENT

 Fort Bonifacio High School
SENIOR HIGH SCHOOL DEPARTMENT

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 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.

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Customer Loyalty

Customer loyalty is the most precious intangible assets of modern

enterprise. High loyalty is not only the key of enterprise competition to
win, but also the fundamental guarantee of enterprise’s stability. In the
era of service economy, improving the service quality has always been
considered as one of the effective ways to improve customer loyalty. To a
large extent, service quality can affect customer loyalty to the enterprise.
The influence can be direct, and it can also be indirect. This paper aims
to sum up a series of function mechanism between service quality and
customer loyalty through the analysis of domestic and foreign literature,
which will provide some ideas of building model in the future research.
 Fort Bonifacio High School
SENIOR HIGH SCHOOL DEPARTMENT

CHAPTER III
RESEARCH METHODOLOGY

The aim of thesis is to gather information about the importance of

quality service and its effects to customer’s satisfaction which talk about
the different procedures, methods, and system of across that will be
executed during the time intended for the period of research. It would
include the appropriate research design. data and data collection,
instrumentation, population and sampling method, as well as the exact
procedure that will be done in collecting, gathering, and interpreting the
data that was obtained from the sample or respondent’s chosen.

THE RESEARCH DESIGN

The researcher conducted a study about quality service in Food and
Beverages students. This study used phenomenological design through
the qualitative design. In a phenomenological study, you use a
combination of methods, such as conducting interviews, reading
documents, watching videos, or visiting places and events, to understand
the meaning participants place on whatever’s being examined. We rely on
the participants’ own perspectives to provide insight into their
motivations. The researcher used this design to conduct a lot of interviews
to build a sufficient dataset to look for emerging themes and to use other
participants to validate your findings.
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SAMPLING DESIGN

The study made use of this research probability sampling in which

every individual of the sample has an equal opportunity to be selected
determined by the interviewed

DATA COLLECTION INSTRUMENT

The data collection procedure began with the interview. The

unstructured interview was conducted with the help of an interview
sheets containing the questions for the interviewed.

Then we began with an observation on how they interact on

costumers and guests.

This research study follows as phenomenological study, Therefore

the answers shall be recorded in under certain code and certain matter
of time, the answers of the respondents shall be collated and once the
answers are collated the data that we collected shall be analyzed.
 Fort Bonifacio High School
SENIOR HIGH SCHOOL DEPARTMENT

NAME: MILFRED MERCED

Address: 416 Tanguile st. Cembo Makati City
Date of Birth: January 26, 2000
Place of Birth: Guadalupe Nuevo Lying-in
Religion: INC

Proposed Individual Title

EDUCATIONAL ATTAINMENT Last S.Y. Attended

Elementary: 2007-2013

Junior High School: 2013-2017

Fort Bonifacio High School – 2018-2019

Senior High School

NAME: NATHANIEL GLENN M. ROCHA

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 Address: 233 Jasmin st. Cembo Makati City
Date of Birth: May 22, 2001
Place of Birth: Tuba Benguet
Religion: INC

Proposed Individual Title

EDUCATIONAL ATTAINMENT Last S.Y. Attended

Elementary: 2007-2013

Junior High School: 2013-2017

Fort Bonifacio High School – 2018-2019

Senior High School

NAME: CHRISTIAN ORIÑA

 Fort Bonifacio High School
SENIOR HIGH SCHOOL DEPARTMENT

Address: Room 11-A teachers cmp. P.P North side

Date f Birth: August 08, 2000
Place of Birth: Teresa Rizal
Religion: Catholic

Proposed Individual Title

EDUCATIONAL ATTAINMENT Last S.Y. Attended

Elementary: 2007-2013

Junior High School: 2013-2017

Fort Bonifacio High School – 2018-2019

Senior High School

NAME: QUEENSYVONNE SAMIANA

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 Address: 5053 Malvar st. Suth Cembo
Date of Birth: Oct. 18, 1998
Place of Birth: Hospital ng Manila
Religion: Catholic

Proposed Individual Title

EDUCATIONAL ATTAINMENT Last S.Y. Attended

Elementary: 2006-2012

Junior High School: 2012-2018

Fort Bonifacio High School – 2018-2019

Senior High School

NAME: KEVIN D. BORJA

Address: 46 Mt Bulusan st Grp2 brgy Southside
Date of Birth: Dec. 9, 1996
 Fort Bonifacio High School
SENIOR HIGH SCHOOL DEPARTMENT

Place of Birth: Eastern Samar

Religion: Catholic

Proposed Individual Title

EDUCATIONAL ATTAINMENT Last S.Y. Attended

Elementary: 2006-2012

Junior High School: 2012-2018

Fort Bonifacio High School – 2018-2019

Senior High School

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