International Journal of Research Studies in Management
Special Fall Issue of Tourism Educators and Movers of the Philippines
2021 Volume 9 Issue 4
Available Online: 11 November 2021
Sanchez, Remedios V.*
Ilocos Polytechnic State College, Philippines (Rjoyce1104@gmail.com)
Apritado, Jennie Margaret M.
Lyceum of the Philippines University Batangas, Philippines (email@example.com)
The primary purpose of the study was to determine customer satisfaction as a basis for the sustainability of authenticity and ethnicity of the restaurants in Ilocos Sur. Specifically, it presented the profile of the respondents in terms of sex, age, highest educational attainment, personal monthly income, it determine the quality of service in terms of tangible, reliability, responsiveness, assurance, empathy, food authenticity, ethnicity, food quality, service quality, physical environment, as the basis for customers’ satisfaction. Descriptive research was used with 395 as respondents composed of foreign and local customers who visited and dine in different traditional ethnic authentic restaurants in Ilocos Sur. The survey instrument consisted of items in profiling of the respondents and utilized a frequency and percentage distribution, weighted mean, t-test, and ANOVA as statistical tools. As shown from the results on the comparison of assessment in terms of service quality and assessment of customer satisfaction both verbally agree. This means that respondents are satisfied in restaurants in terms of tangibility, reliability, responsiveness, assurance, empathy, food authenticity, food quality, service quality, and physical environment. The researcher concludes that on comparison of responses, there is a significant difference in assessing service quality and customer satisfaction when group according to the profile variables as shown results has significant difference occurred and they differ in preference in assessing the service quality and customer satisfaction. An Action Plan was proposed to continuously improve the quality of service, food authenticity and to attract more customers and exceed satisfaction after the findings of this study.
Keywords: authentic, customer satisfaction, ethnic restaurants, quality of service
Cite this article:
Sanchez, R. V., & Apritado, J. M. M. (2021). Customer satisfaction basis for sustainable traditional authentic ethnic restaurants in Ilocos Sur. International Journal of Research Studies in Management, 9(4), 97-111. https://doi.org/10.5861/ijrsm.2021.m7740