CHAPTER 1

Introduction

Korean cuisines are recognized worldwide due to the Korean influence, and

one of the most distinguishable dishes is Samgyeopsal. Samgyeopsal, a popular

Korean grilled dish, has quickly become a popular social and dining activity in the

Philippines. This popularity led to the acknowledgment of Korean cuisine, music, and

entertainment. The growing Korean food market has led to the establishment of

numerous Korean restaurants nationwide. Samgyeopsal restaurants, where everyone

gathers around the grill in the middle of the table, will cook their desired food or grill

their desired meat for the entire meal. This cooking-eating style, which can sustain

social interaction with companions and fellow customers, is a significant factor in the

popularization of Samgyeopsal. The Samgyeopsal Dining Experience has been

marketable in the Philippines, especially among Filipino millennials and younger

crowds.

Samgyeopsal restaurants have a different approach to the business; this

revolves around their strategies to achieve competitiveness in the market. They offer

attributes different from other restaurants, including various kinds of meat, side

dishes, cooking style experience, price range, and even drinks that make customers

dine in such restaurants. Despite the Korean restaurant's popularity and efforts to

penetrate the Philippine market, it is crucial to identify what satisfies Filipinos when

eating at Samgyeopsal restaurants over other local restaurants.

Satisfaction has become the primary focus of every business strategy across

industries to keep up with the pace and structure of today's competition. Satisfaction

is highly subjective to a customer's experience; businesses focus on maintaining and

sustaining excellence in business operations. The satisfaction of individuals has

evolved into a driving force and a motivating factor that helps organizations come up

with creative and innovative ways to ensure that they can measure consumer

satisfaction based on how their customers have utilized the service that is being

offered. Consumer satisfaction is a situation that occurs when the needs, wants, and

expectations of the customer are satisfied by the product that they consume,

particularly if the product has significance to the consumer.

Consumer satisfaction is one of the main goals of a business, particularly a

restaurant. It is a secret ingredient that drives every successful restaurant. It is

essential for people to be satisfied with the products and services of restaurants.

Customer satisfaction is described "as the customer's subjective assessment of the

consumption experience, grounded on certain associations between the perceptions of

customer and objective characteristics of the product" Rhou Y, Singal M (2020).

However, satisfaction is a complex topic for researchers because satisfaction is

subjective to experiences, and experience is highly dependent on a customer's

perspective. One customer's experience may differ from another based on their

expectations, preferences, and past experiences. Therefore, to ensure that consumers

are satisfied, businesses must understand their customers' needs and expectations and

tailor their products and services accordingly.

The number of meals eaten outside the home is increasing, making restaurants

one of the fastest-growing service industries. It is of utmost importance that food

service operators take the time to understand their market consumers better,

considering that it is also the fastest-growing industry in the global market. The

worldwide restaurant industry has expanded as the demand for eating out has

increased with economic growth, improved standards of living, and changing food
consumption patterns (Kim & Choi, 2019). The spread of other country cuisines is

one main reason is because of cultural influences. Cultural influences lead to

variations in the practices of preparation and the consumption of food and cuisine. It

influences and shapes the fundamental structure of food attitudes. The consumers’

experiences, beliefs, and values are shaped by culture, which is connected to attitudes,

emotions, social norms, intentions, and behavior (Ong et al., 2023). The Korean food

industry in the Philippines has been swept up. According to a 2020 survey conducted

by the Korea Trade-Investment Promotion Agency (KOTRA) in Manila, the number

of Korean Restaurants in the Philippines has climbed by 81.2 % from 2014-2018.

The restaurant businesses are segmented by the level of services they offer

consumers. As the number of restaurants increases, there are more options. When

consumers eat out, they begin to assess what they are experiencing and form a

perception of restaurants from any previous encounters or other references. Satisfying

consumers is crucial because a happy customer will visit the same restaurant (Kukanja

et al., 2020). Previous research identified the determinants of restaurant attributes,

such as food quality and dining service, location, price, and environment, which could

impact customer satisfaction and loyalty (Danthanarayana & Arachchi, 2020). The

quality of food and service is one of the most essential items customers perceive in a

restaurant. Food and beverage quality can be an essential determinant influencing

consumers' choice of a restaurant (CHO et al., 2020).

Service quality determines whether the consumer eventually remains with the

company or turns to a competitor. Perceptions of high service quality and customer

satisfaction lead to higher purchase intentions and repeat purchases. Offering services

of higher quality than competitors is a ticket to customer satisfaction. Since the

quality of service has a solid attachment to customers, they will become satisfied and
loyal when their needs and demands are met. Meeting these factors also means

success for food chain businesses. Therefore, customer service is more than simply

listening to the customer's needs. It is just as important to anticipate a customer's

needs to respond. They are understanding customers' needs before buying allows a

business to create an even better experience (S. Lee et al., 2020).

Samgyeopsal restaurants have different approaches to pricing. Some offer low

prices, but the quality of products and services is reasonable for what you paid, and

some offer higher prices and premium products and better services. Price is one of the

factors that influence customer satisfaction. Prices, seen from consumers' point of

view, are often used as an indicator of value when the price is associated with the

perceived benefits of goods or services. Consumers will be very sensitive about prices

because consumers will compare prices with what they get. It is believed that pricing

significantly affects consumers' buying behavior because the higher a product is

priced, the fewer units are sold. By contrast, products selling at lower prices than the

market rate are assumed to sell at a higher volume (Sadiq et al., 2020). However, most

consumers prefer cheaper ones because price is vital in determining whether

consumers buy goods or services. Consumers spend little time deciding whether to

eat; instead, they spend more time deciding where to get and eat food. Consumers

have become more aware of what value is equivalent to their ability to buy products.

They have been unconsciously calculating the benefit they could drive from spending

on a cost presented to them. They will know which is good and which is not even

worth it.

In Samgyeopsal restaurants, to make a consumer loyal is the ultimate goal of

providing value-based services and products. The Samgyeopsal Restaurant in the 1 st

district of Ilocos Sur is potential target to identify the satisfaction of consumers

through their feedback and possible growth and delevelopment of hospitality and

tourism management.

This research is significant because it aims to provide information and clarity

concerning the improvement of Samgyeopsal Restaurants to meet the expectations of

its consumers, as well as for the consumers to manage their expectations.

Samgyeopsal restaurant consumers in the 1st district of Ilocos Sur are diverse,

following their demographic information. This research can help us gain a variety of

perspectives. This study will benefit the following:

To Samgyeopsal restaurants to gain knowledge and know the areas where they

need to improve for better service, a strong reputation, and a competitive advantage in

the food industry to meet consumer satisfaction. This will also help people planning to

engage in this kind of business.

To the academic community and research and development institutions,

especially in business, management, economics, and related fields, this research is

hoped to be a valuable reference for further and other related studies.

To the community, this study provides information on how to start and sustain

a food business, especially Samgyeopsal restaurants in the 1st District of Ilocos Sur.

To faculty members in the field of business education, this study is of great

help in updating knowledge and information regarding business, specifically in

marketing, finance, human resources, operations, and management in general.

Therefore, this study is highly significant to the researchers, who are students

at the University of Northern Philippines pursuing a Bachelor of Science in Business

Administration. This study would further enrich their study of business and can help

them improve their knowledge in the business field.

Statement of the Problem

The study aims to assess the consumer level of satisfaction on samgyeopsal

restaurant in the 1st district of Ilocos Sur.

1. What is the profile in terms of the following:

A. Personal Related-Factors

a.1 Age

a.2 Sex

a.3 Civil Status

a.4 Educational Attainment

a.5 Monthly Salary/Allowance

a.6 Source of Income

a.7 Frequency of Visit

B. Business Related-Factors

b.1 Form of Ownership

b.2 Capitalization

b.3 Number of Employees

b.4 Years of Operation

2. What is the level of satisfaction of consumers on Samgyeopsal

restaurant in the 1st district of Ilocos Sur along:

A. Convenience
 B. Product Quality

C. Customer Service

D. Price

E. Loyalty Program

3. Is there a significant relationship between the profile and the consumer

level of satisfaction on Samgyeopsal restaurant?

Scope and Delimitation of the Study

This study will focus on assessing the level of satisfaction of consumers of

Samgyeopsal restaurants in the 1st district of Ilocos Sur. Mainly, it will focus on

convenience, product quality, customer service, price, and loyalty programs.

The respondents of this study are Samgyeopsal restaurants located in the 1st

district of Ilocos Sur, which includes the Municipalities of Bantay, Santa Catalina, and

Vigan City and their respective consumers. The researcher will gather data from

possible consumers of each Samgyeopsal restaurant.

Theoretical Framework

This section contains the gathered researchers from different sources, such

as published or unpublished thesis and those articles and statements from other media

and people, local and international. This study will be used as a guide and support for

the researchers.

Samgyeopsal

According to Argarin's (2021) article, samgyeopsal was originally served in

Kaesong, South Korea, in the early 20th century. However, the meat dish was first
mentioned in a Donga-Ilbo article published on November 3, 1984, titled "How to

Distinguish Between Good and Bad Meat," where the meal is referred to as

"segyepsal" rather than samgyeopsal. The word Samgyeopsal was recognized in the

Standard Korean Dictionary in 1994, according to Tongyeong Newspaper (2020).

Along with reading Argarin's piece from 2021, Koreans celebrate "Samgyeopsal Day"

on March 3. The average daily sales of samgyeopsal in South Korea, where it is

observed annually, increase as more Koreans appear to mark this special day. Every

March 3, it is observed because the number three in Korean is pronounced "ssam."

The term "Hallyu wave" refers to the global spread of popularity of Korean

culture. Before the year 2000, most Filipinos were unaware of the cuisines of Korea

until their curiosity led them to taste the spiciness of their fermented vegetable, known

as "kimchi." As the year progressed, Korea's influence on Filipinos grew more

profound, and it did not stop at admiring their culture but also piqued their interest in

the trendy Korean cuisine of today, the Samgyeopsal (Canet, 2020).

According to Baclid (2020), Korean culture has revolutionized and awakened

our Filipino telenovelas, music, and food by bringing a new taste to the Filipino

market. The most well-known Korean foods are kimchi, spicy noodles, ramyeon,

bulgogi, milk tea, and the most popular Samgyeopsal or Korean barbecue. Because of

social media trends, Samgyeopsal became instantly famous in the Philippines. Korean

dramas and films reflect Korean culture, including food. Several famous Korean

dramas, including Weightlifting Fairy, Fight for My Way, Coffee Prince, reply 1988,

and Let's Eat 2, feature samgyeopsal scenes that make Filipinos drool and crave more.

Baclid (2020) also stated that because of these Korean Dramas, many Filipinos have

become interested in this food for its delicious food and the revolutionary

Samgyeopsal dining experience it brings to the restaurant industry.

 As the Samgyeopsal gained popularity in the Philippines, many restaurants

opened to serve this Korean dish. Furthermore, many Filipino entrepreneurs have

begun to see an opportunity in this type of business. Samgyeopsal restaurants have

become the talk of the town because the ambiance and environment inside make you

feel like you are in another country. Furthermore, some reasons Filipinos are

interested in samgyeopsal restaurants are: (1) it is unlimited. (2) There are various

side dishes on the table, and (3) it is ideal for bonding, sharing experiences, and

demonstrating togetherness (Cinco, 2020).

Consumer Satisfaction

Consumer Satisfaction is a feeling of pleasure or disappointment of someone

who appears after comparing the performance (results) of the product against the

expected performance results (Kotler 2006:177, 2019. Consumer satisfaction is

broadly investigated in consumer behavior and social psychology. Consumer

satisfaction is described “as the customer’s subjective assessment of the consumption

experience, grounded on certain associations between the perceptions of consumer

and objective characteristics of the product” Rhou Y, Singal M (2020)

Consumer satisfaction is the amount of overall enjoyment or customer

satisfaction, and as a result the ability of the product or service to satisfy their desires,

expectations, and needs. By reviewing the researchers' point of view on the

definitions of satisfaction, it can be seen that there are three main factors in all

definitions that the combination of these factors can provide the basis for a

comprehensive definition of satisfaction. These factors include customer satisfaction,

emotional response, or a state of mutual understanding and cognition.

 Consumer satisfaction is defined by Copley et al. (2020) as an assessment that

determines how satisfied customers or purchasers are with an organization's products,

services, and capabilities. Satisfaction is important in consumer behavior and in the

food service industry because it guides what needs to be done managerially (DiPietro

& Levitt, 2019). Satisfaction can also be evaluated through consumer attitudes toward

products or services. Consumers who feel satisfied will be willing to repurchase or

seek experience of products or services in the future and are willing to recommend

them to others (Suhartanto et al., 2019). In quite a while customer happiness will also

have an impact on the business and the product since satisfied customers would buy

more products and generate more revenue. Each business can develop with the help of

devoted customers. Furthermore, there is a close connection between customer

happiness and loyalty because neither of these factors exists independently. That had

previously been noted. The quality of the products and services that businesses offer

to their consumers has an impact on how satisfied those customers are.

There will always be competition among businesses, and customer loyalty

means sticking with one company's goods or services over those of its competitors.

Since most businesses aim to satisfy their customers, the main area that most

researchers seek to study entails achieving customer satisfaction (Gopi & Samat,

2020).Consumer satisfaction is crucial for companies because it can facilitate product

or service improvement, market analysis, and consumer loyalty (Bi et al.,2019). The

Kano model can categorize the quality attributes based on consumer satisfaction (Jach

et al., 2022). It is a powerful tool for creating profitable products and services. It helps

organizations evaluate consumer satisfaction, identify weak attributes, and determine

attractive features that should be incorporated into future services (Shen et al., 2021).

Since most businesses aim to satisfy their customers, the main area that most
researchers seek to study entails achieving customer satisfaction (Gopi & Samat,

2020). This area requires constant research because customer needs change on a

timely basis—customers are the most unpredictable stakeholders in a business.

The dimension or indicator of Consumer Satisfaction is if the performance is

below the expectations of eating dissatisfied customers; if the performance meets

expectations, the customer is satisfied; if the performance exceeds expectations, the

customer is very satisfied or happy (Kotler 2006:177, 2019). However, Noor Ul Hadi

et al. (2019) concludes in their study that customer satisfaction practically follows

when the purchasers in a buying situation feel convinced of being fully compensated

for the cost being paid to them. This satisfaction is gained from comparing past

purchases and the customers’ experiences of the potential benefits the brand offers for

its foreseen possibilities to appease the customers' intents and purposes.

Customer Satisfaction

Customer satisfaction is a measurement that determines how well a company’s

products or services meet customer expectations. In order to prevent customer churn,

keep them loyal, and benefit from their ongoing business and development, it is

crucial to monitor and assess customer satisfaction. Finding unhappy consumers is

vital, but so is finding the pleased ones. Beyond the financial benefit, happy

customers also serve as ambassadors and marketers for a brand by referring the

establishment to others. Customers who are satisfied are more likely to make repeat

purchases. (Bryson et al., 2020.)

As a consequence of a better level of customer satisfaction, customers are less

likely to be motivated to leave the firm. The formation of long-term relationships is

helped by an increase in the amount of client loyalty. Customers who are content with
products or services are far less likely to switch to one of its rivals, which contributes

to the company's long-term success. Customers, particularly those that are won back,

are likely to recommend and enjoy business while one monitors customer satisfaction

and seeks to address any issues. Gaining evaluations and recommendations can aid in

attracting customers and increasing sales. (Bryson et al., 2020.) Customer satisfaction

is a very important side of the business. One of the main goals of any business is to

generate revenue by providing better customer satisfaction (Bryson et al., 2020).

Studies show that there is a direct connection between the level of satisfaction

of the customers and the amount of money earned by that business. Customer

satisfaction helps to improve the repeat purchase rate. It singlehandedly boosts

customer loyalty. Customer satisfaction provides word-of-mouth referrals, which

increases an organization's business. Customer satisfaction is also at the center of

making business decisions (Piccoli et al., 2021). A totally satisfied customer tends to

come back to repeat purchases 3 to 10 times more than a "somewhat satisfied”

customer (Bryson et al., 2020).

Customer satisfaction is so varied and unpredictable that it is dependent not

only on the efficiency and provision of the product or services but also on an efficient

means of customer service. In this context, customer service refers to the system that a

company implements after a product is purchased. This is critical in convincing

customers to stay with the company. Customers are always looking for efficient

customer service methods that will provide them with better results than they are

looking for. As a result, customer satisfaction is centered not only on the product or

service itself but also on the aftermath of the purchase. (Juhana, 2019.)
 Customers become significantly interested in the company's products and

services once they are satisfied, and the company retains the customers by providing

quality products and services. This is also extremely beneficial for businesses in terms

of launching new products or services, and interested and satisfied customers show

interest in the company's new products (Vats, 2019).

Customer Behaviour and Satisfaction

Customer always want to experience new and innovative food products and

services from restaurants, and as such, restaurants also engage in the race to please

customers and increase their sales rates (Khairawati, 2019). As the restaurant industry

is all about offering delicious and quality food services to customers, customer

satisfaction is especially important for restaurants. The restaurant industry is the only

industry with so many local and major restaurants and restaurant chains, and they

have become increasingly popular among customers based on their food offerings and

overall customer service (Bryson et al., 2020). As such, restaurants always strive to

increase customers, and once customer demand increases, they also increase their

service variations and quality (Wardana & Sumarmi, 2019).

Customer Satisfaction and Its Impact

Customer satisfaction is such a diverse and unpredictable aspect that it not

only depends on the efficiency and provision of the product or services but also on an

efficient means of customer service. Here, customer service entails the system a

company conducts after the purchase of the product. This is important to persuade the

customers to stay with the company. Customers always search for efficient means of

customer service that will provide them with better output than they are looking for.

This is why customer satisfaction revolves not only around the product or services but
also the aftermath of the purchase. This is the most important aspect of customer

satisfaction. Once the customers are satisfied not only with the products but also with

the aftermath following the purchase of the product, the result becomes beneficial for

the company in terms of increased revenue and sales growth.

Customer satisfaction positively impacts the profitability of the business. It is

the process of delivering long-term business goals by achieving customer satisfaction.

Satisfied customers are more likely to come back in the future and become loyal

customers. It is impossible to have loyal customers without satisfying them first

(Bryson et al., 2020). It is very common for unsatisfied customers to choose the

competitors. One of the main reasons behind brand switching is poor customer service

experience. It takes several positive experiences to cover up one single negative

experience.

Customers generally do not wait that long if they are not loyal customers.

When business decisions are based on customer satisfaction, they deliver better

results. Any areas of the business decisions should be cohesive with the customers. In

today’s business environment, it is important to hold a long-term relationship with

customers. Relations marketing with customers is more popular and successful

nowadays. By regularly surveying customer satisfaction, the business can become

more efficient and reflective. By surveying customer satisfaction, the desires and

expectations of the customers can be met. The results of these surveys can also help to

find the strengths and weaknesses of a company (Juhana, 2019).

Importance of Customer Satisfaction

First of all, customer satisfaction is the primary reason behind increased

customer loyalty. This is because customers who have an unhappy experience with the
purchase or the aftermath of the purchase will surely move on to a more efficient and

effective company that can provide quality customer service, not only quality

products or services (Juhana, 2019). As such, customer satisfaction drives an

increased amount of customer loyalty, and companies can retain loyal customers with

sales benefits following this fact. Second of all, customer satisfaction helps companies

to reflect on their business performance. This is because the product or service of the

company has a significant impact on customer behavior in terms of purchasing the

products of the company or staying with the company (Khairawati, 2019). If the

business performance of the company is efficient, the company is likely to produce

quality products or services and customer service (Khairawati, 2019). This gives the

customers the expected pleasure they seek in a company. Third of all, customer

satisfaction encourages the customers to buy the product or services repeatedly. As

such, the customers stay with the company and also refer to their friends, colleagues,

or family. This results in repeated purchases of the products.

Customer satisfaction also increases the lifetime value of the customers

(Khairawati, 2019). Once the customers are satisfied with the products or services of

the company and also the customer service, they become attached to the company for

life, and this is a beneficial factor for the company (Khairawati, 2019).

The theory of assimilation

Festinger’s theory of dissonance (1957) forms the basis for the theory of

assimilation. The theory of dissonance states that the consumer makes a sort of

cognitive comparison between the expectations regarding the product and the

product’s perceived performance. If there is a discrepancy between expectations and

the product’s perceived performance, the dissonance will not fail to appear. This point
of view on post-usage evaluation was introduced in the literature, which discusses

satisfaction under the form of the theory of assimilation. (Anderson, 1973).

According to Anderson, consumers try to avoid dissonance by adjusting their

perceptions of a certain product to bring it closer to their expectations. In a similar

way, the consumers can reduce the tension resulting from the discrepancy between

expectations and the product’s performance, both by distorting the expectations so

that they could be in agreement with the product’s perceived performance and by

increasing the level of satisfaction through minimizing the relative importance of

experimental disconfirmation (Olson & Dover, 1979).

The theory presumes that consumers are motivated enough to adjust both their

expectations and their product performance perceptions. If the consumers adjust their

expectations or product performance perceptions, dissatisfaction will not result from

the post-usage process. Consumers can reduce the tension resulting from a

discrepancy between expectations and product/service performance either by

distorting expectations so that they coincide with perceived product performance or

by raising the level of satisfaction by minimizing the relative importance of the

disconfirmation experienced (Olson & Dover, 1979) Some researchers have

discovered that the control on the actual product performance can lead to a positive

relationship between expectations and satisfaction. (Anderson, 1973) Consequently, it

is assumed that dissatisfaction could never appear unless the evaluation process began

with the customers’ negative expectations.

Peyton et al. (2003) argue that Assimilation Theory has a number of

shortcomings. First, the approach assumes that there is a relationship between

expectations and satisfaction. However, it does not specify the way in which the
expectation disconfirmation can lead to satisfaction or dissatisfaction. Second, the

theory also posits that consumers are motivated enough to adjust either their

expectations or their perceptions about the performance of the product. Some

researchers have found that controlling for actual product performance can lead to a

positive relationship between expectation and satisfaction. Therefore, it would appear

that dissatisfaction could never occur unless the evaluative processes were to meet

negative consumer expectations.

The theory of contrast

This theory, first introduced by Hovland, Harvey, and Sherif (1957), presents

an alternative approach to the evaluation post-usage process that was presented in

assimilation theory, in that post-usage evaluations lead to results in opposite

predictions for the effects of expectations on satisfaction (Cardozo, 1965). Dawes et

al. (1972) define contrast theory as the tendency to magnify the discrepancy between

one’s own attitudes and the attitudes represented by opinion statements. This approach

states that whenever the customers experiment with disconfirmation, they try to

minimize the discrepancy between their previous expectations and actual

product/service performances by shifting their evaluations away from expectations.

While the theory of assimilation asserts that the consumers will try to minimize the

expectation-performance discrepancy, the theory of contrast insists on a surprise effect

that can lead to exaggerating the discrepancy.

According to the contrast theory, any discrepancy of experience from

expectations will be exaggerated in the direction of discrepancy. If the firm raises

expectations in its advertising, and then a customer’s experience is only slightly less

than that promised, the product/service would be rejected as totally unsatisfactory.

Vice-versa, under-promising in marketing communications and over-delivering will

cause positive disconfirmation also to be exaggerated (Vavra, 1997, pp. 44-60)

On Convenience

Consumers consider convenience to be an important experience in the quality

dimension of food, but it means much more than ease of purchase or quick

consumption. Consumers perceive convenience as a saving theme in the overall meal

process: preparation, consumption, and the cleanup disposal of leftovers.

Convenience plays a crucial role in influencing customers in dining

restaurants. Research has shown that various aspects of convenience, such as visual

appeal, menu informativeness, online food ordering convenience, and service

conveniences, significantly impact customer satisfaction, intention to revisit, and

purchase intention. (Scott et al., 2019).

Ready meals and convenient cooking spare the consumer effort in preparing a

meal while providing high energy levels and pronounced if mostly artificial, flavor.

Employees of Samgyeopsal restaurants give customers individual attention and are

always willing to help customers with their concerns regarding the equipment needed

during the cooking process. Samgyeopsal restaurants have convenient opening hours

for foods in home-prepared meals. High costs of labor and energy, equipment, food

ingredients, and the lack of culinary skills are reasons why food managers are

attracted to convenience. (Junalyn et al. 2022). In addition to the quality of customer

service, customer convenience (service convenience) is one of the other factors that

affect the level of customer satisfaction in transactions. Berry, Seiders, and Grewal

reveal that service convenience is an individual's perception of time and energy

related to the purchase or use of goods and services offered. According to research
from Benoit, Klose, and Ettinger, service convenience has a positive impact on

consumers' experiences of goods and services that encourage increased customer

satisfaction, because consumers tend to prefer service processes that can save time

and energy expended to get goods and services desired by consumers.

On Customer Service

Service quality is a specific function of a product or service, and conformity

quality is a measure of how much the level of conformity between a product or

service and requirements or specifications quality that has been determined

previously; service quality is a measure of how well the level of service provided can

match customer expectations.

Service quality is another important factor affecting customer satisfaction

(Santos et al., 2019), where strategies are necessary (Barbosa et al., 2020). If

customers have a bad experience with the restaurant service, it reduces the customer's

satisfaction level (Kim et al., 2019). Customers who have bad experiences with the

service quality of a restaurant will not revisit the particular restaurant. Moreover,

these customers share their sad experiences with other potential customers. As a

result, the restaurant's image is greatly affected, and the number of customers

decreases daily. Therefore, restaurant owners should clearly understand the customers'

evaluation criteria for service quality. Consumer satisfaction develops from gaining

what customers expect from the service.

Service quality is a way for companies to continuously improve the processes,

products, and services they produce. Dimensions or indicators of service quality are

that the higher the quality of service the company provides, the higher the customer

satisfaction, and vice versa. (Marnovita, 2020). Quality of Service is good and bad or
satisfied, or customers are unsatisfied with the service provided. Dimensions or

indicators of quality of service are the level of satisfaction measured through

questionnaires or questionnaires to assess the quality of service. (Risdah, 2019).

However, the findings of a study by Shin & Yu (2020), which interviewed 202

respondents to assess the effects of service quality in a Korean restaurant on

customers' satisfaction, loyalty, and trust, reveal that both the tangible food quality

and service quality have a sizable impact on customers' trust.

Despite the impact of other attributes, such as price and product, on customer

satisfaction, the main emphasis of this research is on service quality since it has been

regarded as the main determinant of satisfaction (Fida et al., 2020). Also, most

businesses focus on the quality of their services when attempting to boost their sales.

This factor, therefore, indicates that service quality is an essential aspect when

studying customer satisfaction.

The relationship between service quality and customer satisfaction is mainly

grounded in the SERVQUAL model and was first tested in the hospitality industry.

Hence, the study sought to gather evidence on the phenomenon from the industry

where the model was initially applied to validate the causal effects of tangibility,

reliability, responsiveness, assurance, and empathy dimensions of quality service on

customer satisfaction in the hospitality sector across countries. In that light, Marsrurul

(2019) applied the SERVQUAL model to quantitatively examine the influence of

service quality on customer satisfaction in the Bangladeshi tourism industry. The

study used a convenience sampling technique to select a sample size of 100

participants, and the data were analyzed using descriptive statistics, correlation

analysis, and regression analysis. The results reveal a good influence of service

quality dimensions on customer satisfaction. Similarly, Alauddin et al. (2019)

employed the same model within the same industry in Bangladesh to quantitatively

analyze the relationship between service quality, customer satisfaction, and customer

loyalty. They collected the data from 100 local and international tourists and analyzed

them using correlation analysis and regression analysis in SPSS. The findings confirm

a positive relationship between service quality attributes and customer satisfaction, as

well as evidence of service quality resulting in customer satisfaction and customer

satisfaction resulting in customer loyalty. In addition, Ali et al. (2021) conducted a

quantitative investigation on the effect of service quality on customer satisfaction

within the hospitality industry in Iraq using the SERVQUAL model. The study

applied a random sampling technique to select a sample size of 111 participants who

provided the data, which were analyzed using factor analysis, correlation analysis, and

regression analysis. While four service quality dimensions, including tangibility,

responsiveness, assurance, and empathy, reveal positive effects on customer

satisfaction, the reliability dimension negatively impacts customer satisfaction.

The study conducted by Cheng et al. (2021) analyzed the influence of service

quality on consumer satisfaction and loyalty to online food delivery platforms

operating in Tacloban City. The OFD-SERV scale was used to examine the

similarities and differences between the expectations and perceptions of customers

concerning service quality that they experience from local OFD platforms. The study

also evaluates the six service quality dimensions (reliability, maintenance of meal

quality and hygiene or MMQH, assurance, security, system operation, and

traceability) of the OFD-SERV scale by using a modern configurational approach

such as the Fuzzy-set Qualitative Comparative Analysis (FsQCA) to assess the

credibility of the proposed theories pertaining to relationships of the six dimensions

on customer satisfaction and loyalty.

On Product Quality

Product Quality is the ability of a product to perform its functions, including

the overall product, reliability, accuracy, ease of operation, repair, and other attributes.

Dimensions or indicators of Product Quality are that customers can get all the benefits

of the products offered. (Novia et al., 2020)

It is one of the key factors affecting customer satisfaction. Customers usually

choose a restaurant based on the quality of the food of a restaurant Kukanja et al.

(2020). Customers evaluate the quality of food based on their consumption experience

and expectations (Kim & Tang, 2020). Therefore, restaurant owners should clearly

understand the customer's evaluation criteria for quality food. Numerous definitions

of quality are found in the literature (Patrícia et al., 2019). However, the definition

given by ISO is widely used. According to ISO, quality is “the totality of features and

characteristics of a product or service that bear on its ability to satisfy stated or

implied needs” (Soni et al., 2020, p. 214).

There are eight dimensions of product quality, including performance,

features, reliability, conformance, durability, serviceability, perceived quality, and

aesthetics. There are also seven reasons why quality is needed for companies as a

Company Reputation. For example, companies that can produce quality products or

services will be judged by companies prioritizing quality and getting more value in

customers' eyes. First, cost reduction is needed to produce quality products or services

that are still oriented toward customer satisfaction. Second, market improvement

through cost minimization is achieved because the company can lower prices while

prioritizing quality. Third, accountable products and services require companies

always to be responsible for meeting customer needs and expectations in increasing

market competition by producing quality products or services. Fourth, if a quality

product or service can be offered and introduced to the international market, the

company will give a good impression of that quality. Fifth, the appearance of products

and services will be known, and customers will know and trust the company that

produces these products.

Based on previous research, product quality is significant to customer loyalty.

The higher the quality of the products offered at Sakinah Restaurant to customers, the

more loyal customers will be to products offered, and another previous research states

that it was found that product quality has a significant effect on customer loyalty at

RM Ampalu Raya Padang (Anggraeni et al., 2016; Kurnia &Besra, 2020).

On Price

Price is an element that the customer pays directly. Therefore, the Choice of a

restaurant depends on the customer's perception of food prices (Yeh et al., 2019). The

number of customers increases in those restaurants where good food is available at

cheaper prices. Moreover, food price is important in third-world countries where

people's purchasing ability is limited. Pei et al. (2020) pointed out that the owners of

restaurants declare numerous discounts on food prices to draw potential customers.

This creates price differences between restaurants for the same food. Such unfair

competition results in unfairness of food prices, and as a result, the satisfaction level

of customers declines. Pakurar et al. (2019) stated that the food price varies from

restaurant to restaurant when the food price is determined by including the service

charge. As a result, the satisfaction level of customers declines.

 It is believed that pricing significantly affects consumers' buying behavior

because the higher a product is priced, the fewer units are sold. By contrast, products

selling at lower prices than the market rate are assumed to sell at a higher volume

(Sadiq et al., 2020). Several studies have shown that pricing is more critical and

relevant to consumer buying behavior (Huo et al., 2021). When discussing the

combined effect of product pricing and packaging relationships on consumer buying

behavior, pricing alone plays a more critical role than packaging, partially affecting

buying behavior (Jabarzare & Rasti-Barzoki, 2020). Thus, using this analogy,

products can be sold, surprisingly, at a much higher volume. One can increase the

prices of the products if the competitors' products are scarce in the market or if the

manufacturers are low in number. This behavior may not affect the number of sales or

the consumer's attitude toward buying. If the product is already in abundance in the

market, then pricing will play an essential role because the price increase will

discourage customers from buying it. Similarly, if prices are lowered under such

market conditions, consumers will increase the amount they purchase significantly.

Price and purchasing behavior depend on decision-making options; reasons

such as references, price insensitivity, and the high probability of choosing favorite

brands can affect purchasing decision processes. For example, sales promotion

techniques can be essential when two products are equally attractive. In such a case,

consumers are more likely to prefer promotional products. In addition, there are many

studies on the effect of price on purchasing decision-making (Mohammed & Murova,

2019; Qalati et al., 2019; Auf et al., 2018). These studies reveal a relationship between

various aspects of the price and the consumer purchasing decision process and that the

price can affect the purchase probability positively / negatively.

 When discussing the combined effect of product pricing and packaging

relationships on consumer buying behavior, pricing alone plays a more critical role

than packaging, partially affecting buying behavior (Jabarzare & Rasti-Barzoki,

2020). Thus, using this analogy, products can be sold, surprisingly, at a much higher

volume. One can increase the prices of the products if the competitors' products are

scarce in the market or if the manufacturers are low in number. This behavior may not

affect the number of sales or the attitude of the consumer toward buying. If the

product is already in abundance in the market, then pricing will definitely play an

important role because the increase in price will discourage customers from buying it.

Similarly, if prices are lowered under such market conditions, consumers will increase

the amount they purchase significantly.

On Loyalty Program

Loyalty is a commitment to consistently return to buy a product or service

(Koay et al., 2022). Attracting more customers is really about listening to their needs,

not being a solution looking for a problem," says Paige Arnof-Fenn, founder and CEO

of Mavens & Moguls, a strategic marketing consulting firm whose clients include

Fortune 500 companies as well as early-stage and emerging businesses. "There are

many existing problems out there that need to be solved that customers are willing to

pay for today."

A consumer loyalty program is a program offered to customers to build an

emotional bond with the company or the brand of the company. This program is a

technique for growing and maintaining existing customers and supporting rebuying

through the incentive scheme. Loyalty programs encourage buyers to return to shops

where they make purchases (Isoraite, 2019). There is no better or cheaper way to
build a business than with loyal customers. Acquiring new customers is expensive.

Each one represents a huge investment of time, money, and talent. You will grow

faster and operate more profitably if you add your new customers to a solid base of

existing customers. (Brodsky, 2019).

According to recent studies, community satisfaction impacts consumer loyalty

and community participation. A study community’s level of satisfaction is determined

by how its members rate it (Jarman et al., 2021). Based on previous interactions, the

community may be evaluated. When the members are satisfied with their

communities, it is manifested through joyful emotions, which affect the behavior of

community members. In short, satisfaction creates active participation and community

loyalty (Shujaat et al., 2021).

Brand loyalty is the tendency to be loyal to a brand, and loyalty demonstrates

the consumer’s buying intention (Atulkar, 2020). Additionally, Zhang X. et al. (2020)

stated that a loyal consumer characterizes a basis for a price premium, a barrier to

entry, protection against deleterious price accomplishment, and a response to

competitors. The basic dimension of brand equity is brand loyalty. Similarly, the

objective of brand management is brand loyalty. If the company needs to examine the

strengths and weaknesses of its consumer loyalty, it can be examined whether the

consumer is promoting its product more than competitors (Coelho et al., 2019).

Moreover, it is the consumer's attitude toward brand preferences based on prior

shopping experiences of a product (Bairrada et al., 2018). Furthermore, attitudinal

loyalty is the degree of dispositional guarantees for some preferences linked with the

brand, whereas behavioral loyalty is the repeated buying intention of a consumer

(Diallo et al., 2020).

Customer Loyalty

Customer loyalty is an important factor in the customer strategy of any

organization. Organizations and institutions that successfully gain customer loyalty

have a major competitive advantage. For the restaurant industry, it is important to

understand the attributes that influence customers' decisions to return to a restaurant

for another meal.

A restaurant business must depend on more than customer satisfaction to

survive in a competitive business. More than that, the restaurant business needs to

have loyal customers. Loyalty is a strong commitment to buy regularly or experience

a product in the future, even though various factors can influence it. Loyal consumers

will be willing to recommend to others and pay a premium price (Ahmed et al., 2022).

Customer loyalty can be considered to be a by-product of customer

satisfaction. The satisfaction of organizational customers leads to customer loyalty.

Customer loyalty increases significantly when satisfaction accomplishes a certain

level, and at the same time, customer loyalty declines automatically if the satisfaction

level drops to a certain point. Moreover, highly satisfied customers tend to be more

loyal than merely satisfied customers. Overall, it is clear that there is a significant

positive relationship between customer satisfaction and customer loyalty. Customer

loyalty leads to an increase in both sales and profitability.

It is worth noting that customer satisfaction is not the only factor in building

relationship strength; environmental factors such as market concentration can also

affect the relationship's longevity. Hence, in the present-day environment, there is an

increasing interest in relationship strategies where the focus is evidently on building

customer satisfaction and loyalty. Further, the priority goal of the organization is
profitability, and one way to achieve this is to gain and maintain loyal customers. If

the organization invests resources to enhance customer loyalty without focusing on

profitability, it can lead to failure in the long run.

According to Abbas, Islam, Hussain, Baqir, and Noor (2021), Customer

loyalty is one of the fundamental reasons for business ownership, which is a major

outcome of brand image and the degree of service they provide to the customers. As a

result, if the firm wants to compete with its rival. To keep customers loyal to their

products and services, they must deliver high-quality goods and services. The brand's

overall image improves due to increased product awareness and satisfaction.

Marketing is based on the principle of client happiness. Customer happiness

demonstrates how items are given to customers. A consumer is happier when he

receives high-quality goods at a reasonable price. Moreover, as the client becomes

happier, the brand's image improves, and the customer becomes more loyal to the

product.

Customer loyalty becomes important to the organization when it results in

purchase behavior. Firstly, it is much less expensive to retain current customers than it

is to seek new ones. Secondly, loyal customers are more likely to mention past service

experiences positively than non-loyal customers, creating a potential for word-of-

mouth advertising at no extra cost to the organization. Lastly, it secures the

relationship between customer and service provider, which means loyal customers

spend more time and money with the organization. The development of customer

loyalty has four phases, namely (i) cognitive loyalty, which means that the product

attributes information valuable to the consumer, intimates that one product is

preferable to its alternatives; (ii) affective loyalty, which means that a liking or

positive attitude toward the brand has developed based on cumulatively satisfying
usage occasions, (iii) conative loyalty (behavioral intension) which means that the

customer’s expressed future buying intension, and (iv) action loyalty which means the

motivated intentions in the previous loyalty states is converted into actions.

Advantages of Customer satisfaction and loyalty

According to Lashkarashvili (2022), understanding the relationship between

customer happiness, loyalty, and corporate success is crucial. Customer satisfaction

and customer loyalty are both important to improve business performance. Customer

satisfaction includes meeting customer requirements and customer expectations and

delivering customer value. According to the study, customer loyalty includes

behavioral loyalty and attitudinal loyalty. Getting business performance from an

existing client is less costly than getting it from a new one. Customer retention,

loyalty, and satisfaction are all closely correlated with a company's operational

success.

Customer loyalty and satisfaction are additional factors that aid in measuring

company effectiveness. Customer satisfaction measures how well a company's whole

product or service meets customer needs. Customer satisfaction, therefore, is a gauge

of the customer's commitment to the effectiveness of the service or product supply. In

contrast, customer loyalty refers to how consumers feel about and are committed to a

company's services or goods. Customer devotion to a company and its offerings is

measured by customer loyalty. Business performance is effectively utilising labor and

other resources to generate distinctive value and preserve it. (Lashkarashvili, 2022.)

According to the literature, 90 percent of customers tend to spend more on the

products of companies that have offerings to customers with streamlined customer

service and experience (Lashkarashvili, 2022). It is a fact that quality customer

service not only has positive impacts on the customer's lifetime but also customer

acquisition (Lashkarashvili, 2022). Quality customer service not only retains existing

customers but also successfully attracts new customers in the market, and this is a

continuous process through which the company gains new loyal customers

(Lashkarashvili, 2022). If the quality of customer service continues, the new

customers will help to gain more new customers in the market (Lashkarashvili, 2022).

This is a continuous process by which the company gains an immense competitive

advantage in the market with an increased number of loyal customers. Customer

satisfaction thus helps the company to stay on top in the market with quality customer

service and streamlined customer experience. (Vats, 2019.)

Moreover, strong and quality customer service has many positive impacts on

the company’s growth and competitive advantage. Customer satisfaction helps the

business to be afloat in many ways, with an increased sales drive. Customer

satisfaction helps to identify certain customer pain points, and thus, the company can

improve its products or services and customer service to help retain and attract

customers. (Lashkarashvili, 2022.)

On Personal Related-Factors

In the study conducted by SH Wang & YL Pang (2021), demographic factors

do significantly impact customer satisfaction. For example, people with low income

would not tend to go to high-level restaurants; customers with high education usually

have a wider selection when facing meals because some of them expressed that eating

is relaxing, so they do not so care about price but restaurant environment and food

quality; while customer age varies, their preference is also diversified; gender factor
also shows variances in restaurant satisfaction because individual preference is varied.

In sum, demographic factors significantly impact on customer satisfaction.

Personal Factors That Impact Consumer Buying Behavior

In the study conducted by Albrecht et al. (2023). Personal factors, such as

your occupation, age and life cycle stage, economic situation, lifestyle, and

personality and self-concept, also play a major role in your buying behavior. Age is a

major factor that influences buying behavior because consumer needs and wants

change with age. Your buying habits as a teenager or twentysomething are likely to be

vastly different from your buying habits in middle age and beyond.

Furthermore, the life cycle stage has a major influence on your buying habits.

Consider the different buying choices you would make as a single person who is

renting an apartment in an urban area versus the choices you would make as a

homeowner in the suburbs with children. It should be noted, though, that age and life

cycle stage can often be poor predictors of buying behavior.

Economic situation (income) is a huge influence on your buying behavior.

Higher income typically means higher disposable income, and that disposable income

gives consumers more opportunity to spend on high-end products. Conversely, lower-

income and middle-income consumers spend most of their income on basic needs

such as groceries and clothing. Occupation is also a significant factor in your buying

behavior because you tend to purchase things that are appropriate to your profession.

Your lifestyle reflects your attitudes and values. Personality and self-concept

are also important factors influencing your buying behavior. Personality is the

characteristic patterns of thoughts, feelings, and behaviors that make a person unique.

It is believed that personality arises within the individual and remains fairly consistent
throughout life. Some examples of personality traits people might have include self-

confidence, individualism, extroversion, introversion, aggression, or competitiveness.

Your personality greatly influences what you buy as well as when and how you use or

consume products and services.

On Business Related-Factors

In the study conducted by SJD Claveria & FE Mendoza (2021), sole

proprietorship is the most basic form of business ownership, with one sole owner

responsible for the business. It is not a legal entity that separates the owner from the

business, meaning that the owner is responsible for all of the debts and obligations of

the business on a personal level. In exchange for that liability, the owner keeps all the

profits from the business. This implies that this form of business ownership is easy

and inexpensive to create and has few government regulations, making it a more

flexible type of ownership with complete control at the owner's discretion. In

addition, profits are taxed once, and some tax breaks are available if the business

struggles. Sole proprietorships are often limited to the resources the owner can bring

to the business. For these reasons, sole proprietorships are often most appropriate

during the early stages of a business, where the owner has little capital/resources to

work with but also has few debts to pay.

Diaz (2024), in his study, “Risk Factor of Newly Opened Restaurants in the

New Normal: Basis for Risk Management Plan,” states that most of the restaurant

owners in Bacolod City are sole proprietors since it is simpler in terms of decision

making. Most of them chose to run a cafe due to the trend in this period of time; it is

easy to operate, and, most especially, it requires a small capital. Also, students, young
professionals, and professionals nowadays are coffee lovers. The respondents in the

small and big categories have equal percentages because cafes and fast-casual

restaurants do not require much manpower. Lastly, most respondents belong to named

barangays since some named barangays are located in a business area, near schools

and offices, and have a large population.

Korean Cuisine as Inspiration for Local Businesses

A study conducted by Otmazgin and Lyan (2019) about how Hallyu fans

explore new business and social opportunities inspired by their fandom. In one

interview from their research, Noga, an Israeli K-drama fan since 2007, started a

Korean Food Business and then went to learn more about Korean Cuisine after seeing

a Facebook advertisement looking for a chef to cook for a team of Korean engineers

in a city in Israel. She then opened a small Korean food catering business, initiated

Korean food workshops, and participated in Food Fairs. Her journey, together with

other Hallyu fans, shows that their passion and motive drive them to promote Hallyu

and Korean Cuisine Culture in their hometown. By adapting Korean Cuisine to their

Local Cuisine, which focuses on Kosher Foods because of their religion, Noga’s skills

could attract more audiences, especially religious Hallyu fans. The clients of these

entrepreneurs are the Hallyu Fans themselves, but there will also be a second wave of

consumers who would want to try Korean Foods. Otmazgin and Lyan’s paper about

Hallyu entrepreneurship shows how entrepreneurs can be influenced or inspired by

Korean Cuisine when it comes to opening Local Businesses.

The study by Malabanan et al. (2022) shows that the Korean wave, or ''Hallyu''

has a significant role in Filipinos' purchasing intentions for Korean products. The

study was conducted in Metro Manila, Philippines, and they found that the image and
 popularity of Korean culture scored the highest out of all the purchasing factors

tested. Product placements on different Korean movies and series also received a high

score, following the factor of popularity, while advertisements for popular Korean

personalities scored the same. These results meant that the popularity of Hallyu

significantly impacted why Filipinos continue to support Korean Products, and

without these factors, Korean products would not be as popular today.

Conceptual Framework

The focus of this study was undertaken using the following conceptual

framework.

Independent Variable Dependent Variable

A. Personal Related Factors

The level of Consumer
a.1 Age Satisfaction along:
a.2 Sex
a.3 Civil Status
a.4 Educational Attainment
a.5 Monthly Salary/Allowance A. Convenience
a.6 Source of Income B. Product Quality
a.7 Frequency of Visit
C. Customer Service
D. Price
B. Business Related Factors
E. Loyalty Program
b.1 Form of Ownership
b.2 Capitalization
b.3 Number of Employees
b.4 Years of Operation

Figure 1. The Research Paradigm

Figure 1. The diagram shows the relationship between two prolonged

variables: The independent variables and the dependent variables. The independent

variable includes personal-related factors: age, sex, civil status, educational

attainment, monthly salary/allowance, source of income, and frequency of visits. Also

included are business-related factors: ownership, capitalization, number of employees,

and years of operation. On the other hand, the dependent variable consists of the level

of consumer satisfaction along with convenience, product quality, customer service,

price, and loyalty programs.

Operational Definition of Terms

This section aims to provide clear definitions of essential terms crucial for

understanding within the scope of this research.

Consumer Satisfaction. The degree to which customers are pleased with the

products, services, or experiences a business provides, often measured through

surveys or feedback.

Level of Satisfaction. The extent to which a customer's experience with a

product, service, or company exceeds their predetermined satisfaction goals.

Convenience. The ease and accessibility of obtaining products or

services.

Customer Service. A company or business takes actions to help

customers.

Product Quality. The characteristics and attributes of a product that

determine its performance, durability, and overall customer satisfaction

level.
 Price. The monetary value assigned to a product or service determined

by factors such as production costs, competition, and perceived value

to customers.

Loyalty Program. A structured marketing strategy designed to reward

and incentivize repeat customers for their continued patronage through

discounts and exclusive offers.

Personal Related Factors. Characteristics or attributes specific to an individual,

such as age, sex, education level, personality traits, or cultural background.

Age. The number of years a person has lived since birth.

Sex. The biological classification of individuals as male and female.

Civil Status. The legal and social status of an individual in terms of

their marital situation, including single, married, divorced, or

widowed.

Educational Attainment. The highest degree of education a respondent

has completed.

Monthly Salary/Allowance. The amount of money earned or received

by an individual monthly from employment, grants, or other sources of

income.

Source of Income. The methods or sources through which an

individual earns money.

Frequency of Visit. The number of times an individual visits a

particular location, establishment, or website within a specific period,

often measured per week, month, or year.

 Business Related Factors. Factors that influence the operations and success of

a business, including market conditions, competition, and internal sources.

Form of Ownership. The legal structure through which a business

entity is owned and operated.

Capitalization. The amount of money or assets the owner/ owners

invest to establish the business.

Years of Operation. The length of time a business has been in existence

and actively operating since its establishment.

Number of Employees. The total count of individuals employed by a

business or organization, including full-time, part-time, and temporary

workers.

Hypothesis

The study was anchored by the following hypothesis:

1. There is no significant relationship between personal and business-related

factors to the determinants of the level of customer satisfaction.

Methodology

The research design of the study, the population and sample, the instruments to

be used in data gathering, the statistical treatment of data, and ethical considerations

are presented in this section.

Research Design. The researchers consider using the descriptive and

correlational methods of research. A simple linear correlational analysis will be

employed in this study. This research method will collect data to determine whether
and to what extent a relationship exists between two or more measurable variables.

Data collection will be done using a survey questionnaire validated by the field

experts and an evaluation checklist. Therefore, descriptive analysis will be used to

evaluate significant variables' frequencies, means, maximum, and minimum values.

Population and Sample. The respondents of this study will be the

samgyeopsal restaurants and their consumers located in the three selected

municipalities in the 1st district of Ilocos Sur, namely Bantay, Santa Catalina, and

Vigan City. The data will be gathered from 5 different samgyeopsal restaurants in the

said area of the study.

The distribution of the respondents is shown in Table 1.

Table 1
Distribution of Respondents
Samgyeopsal Owner/Manager Consumers N
Restaurants (n) (n)
SR1 1 15 16
SR2 1 15 16
SR3 1 15 16
SR4 1 15 16
SR5 1 15 16
Total: 5 75 80

Data Gathering Instrument. The primary means the researcher will use to

gather information about consumer satisfaction with Samgyeopsal restaurants is a

validated questionnaire. The data gathering tool employed was in three sets

accustomed to the two respondents of the study – business owners/managers and

consumers of the restaurant.

Moreover, the survey questionnaire contained the following parts:

 Part I: This part is intended to collect information on the personal factors

related to managers/owners and consumers, such as age, sex, civil status, educational

attainment, monthly salary/allowance, source of income, and frequency of visits.

Part II: This part is intended to collect information about the business through

the owners/managers in each Samgyeopsal restaurant.

Part III: This section dealt with the level of satisfaction of consumers in

terms of convenience, product quality, customer service, price, and loyalty programs.

The researchers constructed this part of the questionnaire.

To determine the content validity of the questionnaire, the following guide will

be used:

Numerical Value Statistical Range Descriptive

Rating
5 4.21-5.00 Very High
4 3.41-4.20 High
3 2.61-3.40 Moderate
2 1.81-2.60 Low
1 1.00-1.80 Very Low

In analyzing and interpreting the data on the level of consumer satisfaction in

Samgyeopsal restaurants in the 1st district of Ilocos Sur, the following norms will be

used in the study:

Norm:

Scale Statistical Range Item Descriptive Rating Overall Descriptive

Rating
1 4.21-5.00 Strongly Agree (SA) Very High (VH)
2 3.41-4.20 Agree (A) High (H)
3 2.61-3.40 Neutral (N) Moderate (M)
4 1.81-2.60 Disagree (D) Low (L)
5 1.00-1.80 Strongly Disagree (SD) Very Low (VL)
 Data Gathering Procedure. To facilitate the distribution and retrieval of

necessary data, the researchers will enable the floating and retrieval of questionnaires

to the respondents. To conduct this study, the researcher will ask permission and

assistance from each Samgyeopsal restaurant's respective management and consumers

as necessary in the research process. The study's respondents will be oriented by

researchers about the study's objectives to avoid misinterpretations. The researchers

will collect the questionnaires to tabulate and subject them to statistical analysis to

answer the problem raised in this study.

Statistical Treatment of Data. The following statistical tools will be used to

analyze the data in this study.

1. Frequency and Percentage will be employed to describe the profile of the

business and the profile of consumers of the Samgyeopsal restaurant.

2. Mean will be used to determine the level of consumer satisfaction,

convenience, product quality, customer service, price, and loyalty

program.

3. Simple linear correlation analysis will be employed to determine the

relationship between the variables, such as personal factors, business-

related factors, and consumer satisfaction, along with convenience,

product quality, customer service, price, and loyalty programs.

Ethical Considerations.

The conduct of this research will employ the following ethical considerations.
 Conflict of Interest. There is no conflict of interest in the conduct of the study

because the researcher is just interested in the participants' lived experiences for

research purposes.

Recruitment. The researchers will solicit voluntary participation from

respondents. Respondents will be informed that they can withdraw their participation

anytime.

Informed Consent. The researcher will provide the participants with proper

orientation on the purpose of the study. The researchers will explain the benefits they

may get from the research. Their willingness to participate by answering the questions

during the interview is tantamount to implied consent.

Security and Confidentiality. Personally identifiable data are anonymized so

that they can't be linked to other data by anyone else. After the research, the

researchers will destroy the documents by shredding and burning them.

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