Customer Satisfaction

Customer Satisfaction Ratings: Towards the Development of A Valid and
Reliable Evaluation Instrument for Restaurant Services
Windion G. Sarmiento

Chapter 1
Introduction to the Study

This chapter is divided into five parts: (1) Background and Theoretical Framework of the Study, (2) Statement of the Problem and the Hypothesis, (3) Significance of the Study, (4) Definition of Terms, and (5) Delimitation of the Study. Part One, Background and Theoretical Framework of the Study, presents the rationale for choosing the problem and theoretical framework upon which the study was anchored. Part Two, Statement of the Problem and the Hypothesis, states the main and specific problems of the research and presents the hypothesis tested. Part Three, Significance of the Study, cites the benefits that may be derived from the findings of the investigation. Part Four, Definition of Terms, offers the conceptual and operational meanings of the important terms used in the study. Part Five, Delimitation of the Study, sets the scope and coverage of the research. Chapter 2
Review of Related Literature

This chapter is divided into four parts: (1) Evaluation Instruments, (2) Customer Satisfaction, (3) Restaurant Services, and (4) Summary. Part One, Evaluation Instruments, explains the types of evaluation instruments for customer satisfaction, definition and types of validity, discusses test construction, and definition and types of reliability. Part Two, Customer Satisfaction, discusses the definition, attributes, importance, and determinants of customer satisfaction and related studies. Part Three, Restaurant Services, outlines the definition and classification of restaurant services, customer behavior and characteristics, and handling complains. Part Four, Summary, provides summary of all the studies included in the review specifically in relation to evaluation instruments, customer satisfaction, and restaurant services.
Evaluation instrument Types of evaluation instrument of customer satisfaction. According to Schall (2003), the SERVQUAL instrument has been widely applied in a variety of service industries, including tourism and hospitality. The instrument was used to measure hotel employee quality as well. Parasuraman, Zeithamal and Berry (1988) constructed a 22-item instrument called SERVQUAL for measuring consumer perceptions of service
Chapter 4
Results

This chapter consists of two parts: (1) Validity of the Evaluation Instrument and (2) Reliability of the Evaluation Instrument. Part One, Validity of the Evaluation Instrument, presents the data on the validity of the customer satisfaction evaluation instrument for restaurant services. Part Two, Reliability of the Evaluation Instrument, shows the details that point out to the reliability of the evaluation instrument.
Validity of the Evaluation Instrument The quality of the instrument used is very important. Validity is the most important idea to consider when preparing or selecting an instrument for use. An instrument is said to be valid if it measures what it intends to measure. According to David (2005), researchers should make sure that any information collected through the use of instrument serves the purpose for which it is collected. In this regard, the validity of the customer satisfaction evaluation instrument for restaurant services was established. Seven measures were undertaken to establish a valid and reliable customer satisfaction evaluation instrument for restaurant services: (1) determination of the items or item generation; (2) prepare draft instrument for face validation; (3) prepare table of specifications for content validation; (4) prepare the initial draft of the instrument for try-

Chapter 5
Summary, Conclusions, Implications, and Recommendations

This chapter consists of four parts: (1) Summary of the Problems, Method, and Findings, (2) Conclusions, (3) Implications, and (4) Recommendations. Part One, Summary of the Problem, Method, and Findings, reports the vital points of the study and its findings. Part Two, Conclusions, presents the decisions drawn from the results of the study. Part Three, Implications, explains the relationships of the findings of the present study to the theories presented. Part Four, Recommendations, offers some suggestions in the light of the findings, conclusions, and implications advanced in the study.
Summary of the Problems, Method, and Findings This descriptive method of research, conducted in December 2013 to January 2014, aimed at ascertaining the components of a valid and reliable customer satisfaction evaluation instrument for restaurant services. The participants of the study were the 100 selected customers in different restaurants both in Iloilo City and Roxas City. The convenient sampling method was used in the selection of the participants. These restaurants were chosen regardless of its type and characteristics.

APPENDICES

CUSTOMER SATISFACTION RATINGS: TOWARDS THE DEVELOPMENT
OF A VALID AND RELIABLE EVALUATION INSTRUMENT
FOR RESTAURANT SERVICES

Thesis Presented to the
Faculty of the Graduate School
College of Business and Management
West Visayas State University
Iloilo City

In Partial Fulfillment of the Requirements for the Degree
Master in Hospitality Management

by
Windion G. Sarmiento
March 2014

REFERENCES

References: