Operational Efficiency, Customer Satisfaction, and Customer Loyalty of Fast Food Restaurants in Sampaloc, Manila: A Study Among Generation Z Consumers

Piolo Macatula Tiangco; Jeremiah Ventura Ellasos; Jero Buisan Palabrica; Julius Bautista Mesina

doi:10.36948/ijfmr.2026.v08i03.77880

Operational Efficiency, Customer Satisfaction, and Customer Loyalty of Fast Food Restaurants in Sampaloc, Manila: A Study Among Generation Z Consumers

Author(s)	Mr. Piolo Macatula Tiangco, Mr. Jeremiah Ventura Ellasos, Mr. Jero Buisan Palabrica, Prof. Julius Bautista Mesina
Country	Philippines
Abstract	By 2024, the fast-food industry in urban areas had experienced intensified competitiondriven by Generation Z consumers, who prioritized convenience, accessibility, affordability, andservice efficiency. This study aimed to examine the perceptions of Generation Z consumersregarding service quality, customer satisfaction, and customer loyalty among fast-food restaurantsin Sampaloc, Manila. Specifically, the study assessed factors such as employee politeness, orderaccuracy, operational efficiency, and overall service quality in relation to customer retention andloyalty. The study employed a quantitative-correlational research design involving 400 GenerationZ respondents who regularly consumed fast food. Data were analyzed using descriptive statistics,linear regression, and mediation analysis to determine the direct and indirect relationships amongthe variables. Findings revealed that fast-food restaurants in Sampaloc demonstrated efficientorder processing and positive employee behavior, contributing to high levels of customersatisfaction. Respondents particularly valued the restaurant atmosphere, food quality, andoperational efficiency. Results further indicated that customer satisfactionsignificantly influencedcustomer loyalty, while operational efficiency served as a key mediating variable between servicequality and customer retention. The study also found that Generation Z consumers were morelikely to remain loyal to establishments that consistently delivered fast, accurate, and respectful service. These findings highlight the importance of maintaining operational standards in terms ofspeed, accuracy, and customer interaction to meet the expectations of Generation Z consumers andencourage repeat patronage. The study contributes to the growing body of knowledge in hospitalityand fast-food management by providing insights into the preferences and behavioral patterns ofGeneration Z customers.
Keywords	Customer Loyalty, Customer Satisfaction, Food Quality and Generation Z
Published In	Volume 8, Issue 3, May-June 2026
Published On	2026-05-23
DOI	https://doi.org/10.36948/ijfmr.2026.v08i03.77880

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Operational Efficiency, Customer Satisfaction, and Customer Loyalty of Fast Food Restaurants in Sampaloc, Manila: A Study Among Generation Z Consumers

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