Level of Customer Satisfaction in School Cafeteria Using SERVQUAL Model
Level of Customer Satisfaction in a School Cafeteria
Using the SERVQUAL Model
A Research Paper
Presented to
The Faculty of Manila Tytana College of Accountancy and Management
MANILA TYTANA COLLEGES
Pasay City
In Partial Fulfillment
Of the Requirements for the Degree
BACHELOR OF SCIENCE IN HOTEL AND RESTAURANT MANAGEMENT
AUGUST 2013
CHAPTER I
THE PROBLEM AND ITS BACKGROUND
Introduction Customers are the ones who make the business survive, and it is the personnel who provide services to the customers (Maya Kitchen, 2004), therefore, the personnel must exert great efforts to build and earn the trust of the customers in order for them to have a repeated transaction and business with the customers. Customer service is a key factor in achieving business success (Karl 2009); consequently, achievement of customer satisfaction must be the major objective in all organizations. To achieve customer satisfaction, an organization has to provide high quality products and excellent customer service.
A customer is satisfied when a service or product meets or went beyond their expectation (Gerson 1993). Measuring service quality has no fixed determinant, for each person have different views, perspectives and opinions, unlike product quality. Product quality has precise and measurable indicators like durability, reliability, and other substandard which make it more reasonably easy to determine the level of quality. Although, from an renowned article made by Parasuraman, Zeithaml and Berry in 1985, they propose that customer satisfaction may be assessed in accordance on five primary dimensions of service quality namely: tangibles, reliability, responsiveness, assurance, and empathy, the model is named as SERVQUAL. SERVQUAL is an empirically derived process that may be used by a services association to develop service quality. The method involves the progress of an understanding of the supposed service needs of customers. “ A
Using the SERVQUAL Model
A Research Paper
Presented to
The Faculty of Manila Tytana College of Accountancy and Management
MANILA TYTANA COLLEGES
Pasay City
In Partial Fulfillment
Of the Requirements for the Degree
BACHELOR OF SCIENCE IN HOTEL AND RESTAURANT MANAGEMENT
AUGUST 2013
CHAPTER I
THE PROBLEM AND ITS BACKGROUND
Introduction Customers are the ones who make the business survive, and it is the personnel who provide services to the customers (Maya Kitchen, 2004), therefore, the personnel must exert great efforts to build and earn the trust of the customers in order for them to have a repeated transaction and business with the customers. Customer service is a key factor in achieving business success (Karl 2009); consequently, achievement of customer satisfaction must be the major objective in all organizations. To achieve customer satisfaction, an organization has to provide high quality products and excellent customer service.
A customer is satisfied when a service or product meets or went beyond their expectation (Gerson 1993). Measuring service quality has no fixed determinant, for each person have different views, perspectives and opinions, unlike product quality. Product quality has precise and measurable indicators like durability, reliability, and other substandard which make it more reasonably easy to determine the level of quality. Although, from an renowned article made by Parasuraman, Zeithaml and Berry in 1985, they propose that customer satisfaction may be assessed in accordance on five primary dimensions of service quality namely: tangibles, reliability, responsiveness, assurance, and empathy, the model is named as SERVQUAL. SERVQUAL is an empirically derived process that may be used by a services association to develop service quality. The method involves the progress of an understanding of the supposed service needs of customers. “ A