Customer Satisfaction with the Service Quality of Selected Dining Restaurants in Zambales

Dann Mark Nisperos Dela Cruz; Armilyn O. Asuncion; Karen E. Casuga; Princess A. Cabrera; Juan Jr A. Asuncion

doi:10.36948/ijfmr.2026.v08i03.81040

Customer Satisfaction with the Service Quality of Selected Dining Restaurants in Zambales

Author(s)	Dr. Dann Mark Nisperos Dela Cruz, Ms. Armilyn O. Asuncion, Ms. Karen E. Casuga, Ms. Princess A. Cabrera, Dr. Juan Jr A. Asuncion
Country	Philippines
Abstract	Customer satisfaction is essential for success in the restaurant industry, where high-quality products and services drive customer retention. In the Philippines, casual dining has gained prominence, yet local restaurants face challenges such as limited marketing and knowledge of Filipino cuisine, which impact customer satisfaction. Factors influencing satisfaction include food quality, service, ambiance, cultural authenticity, and increasing consumer demand for eco-friendly practices. This study will explore how respondents rate the quality of service among restaurants in Iba, Zambales, while also investigating the determinants of customer satisfaction to address knowledge gaps and help local establishments enhance their service quality and market position. The study utilized a descriptive research design with a survey questionnaire as the main instrument, distributed to 200 selected respondents from various restaurants in Zambales using quota sampling. Key findings indicate that restaurants successfully satisfy customers when they prioritize service quality in areas such as reliability, assurance, tangibles, empathy, and responsiveness. The research emphasizes that, in addition to the quality of food, customers in the restaurant industry also highly value the quality of service. Satisfied customers are more likely to recommend the restaurant to others. Recommendations include Restaurant owners can enhance customer satisfaction by implementing regular staff training on time management and service delivery, ensuring adequate staffing during peak hours, establishing feedback systems for customer interactions, encouraging casual engagement with diners, personalizing experiences for regular customers, and soliciting input on service speed and courtesy. Additionally, they should balance speed with friendliness in service, regularly update menus based on customer feedback and seasonal ingredients, conduct market research for competitive pricing, maintain high cleanliness and décor standards, create a welcoming atmosphere, introduce value-driven specials, incorporate seasonal decorations, and encourage future research to validate findings.
Keywords	customer satisfaction, service quality, SERVQUAL, dining restaurants; Zambales, food quality, price fairness
Published In	Volume 8, Issue 3, May-June 2026
Published On	2026-06-11
DOI	https://doi.org/10.36948/ijfmr.2026.v08i03.81040

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Customer Satisfaction with the Service Quality of Selected Dining Restaurants in Zambales

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