International Journal of Research Studies in Management
CollabWritive Special Issue
2023 Volume 11 Issue 13
Available Online: 31 December 2023
Author/s:
Sarmiento, Fhamela F.*
Graduate School, Lyceum of the Philippines University – Batangas, Philippines (cheffham@gmail.com)
Apritado, Jennie Margaret M.
Graduate School, Lyceum of the Philippines University – Batangas, Philippines (jmapritado@lpubatangas.edu.ph)
Abstract:
This study aimed to conduct a conceptual assessment and adherence of casual dining restaurants located in the National Capital Region, Philippines. Specifically, it is assessed through service quality dimensions such as food quality, the physical environment, and service delivery, based on the SERVQUAL and Dinescape Model. It evaluated the food safety and sanitation aspects in terms of personal hygiene, food serving, food handling, restroom, dining room experience, and exterior grounded on the principles of HACCP and the Philippine Food Safety Act of 2013. Lastly, it related the results to its contributions to a CDR’s brand equity component such as brand quality, brand awareness, brand image, and brand loyalty, based on the perceptions of its major stakeholder, the customers. A descriptive-evaluative method was utilized to conduct this study. The 425 respondents who have dined at least twice for the past six (6) months in any of the 32 DOT- accredited casual dining restaurants, were chosen through stratified random sampling. Through personal and online administered questionnaires, the researcher tabulated the result of the data gathered using SPSS v. 21, frequency distribution, and percentage. To describe the demographic and psychographic profile of the respondents, weighted mean and ranking were used to evaluate the results of the indicators. Pearson’s product-moment correlation was used to establish the relationships of the profile and variables. Results identified that based on the respondent’s assessment, customers generally agreed that the 32 DOT-accredited casual dining restaurants were able to satiate their expectations on service quality and food safety and sanitation practices which led to establishing its brand equity. However, there were certain predictors that required consistent attention or polishing to achieve a more positive dining experience for customers. An enhanced customer-based brand equity framework was proposed.
Keywords: casual dining restaurants, customer-based brand equity, food safety and sanitation, service quality
DOI: https://doi.org/10.5861/ijrsm.2023.1172
Cite this article:
Sarmiento, F. F., & Apritado, J. M. M. (2023). Conceptual assessment on service quality, food safety and sanitation practices of Casual Dining Restaurants (CDR): A proposal of an enhanced customer-based brand equity framework. International Journal of Research Studies in Management, 11(13), 161-174. https://doi.org/10.5861/ijrsm.2023.1172
* Corresponding Author