BICOL COLLEGE

Cor. J. P. Rizal & R. F. Tabuena Street.

Sagpon, Daraga, Albay, Philippines 4501
E-mail address: [email protected]

CUSTOMER SATISFACTION IN SELECTED KOREAN RESTAURANT AMONG

FILIPINOS IN LEGAZPI CITY

An Undergraduate Thesis Presented to the Faculty

of College of Business Education
Bicol College, Daraga, Albay

In Partial Fulfillment
of the Requirements for the Degree of
Bachelor of Science in Hospitality Management

JOHN ROMEL B. ADRA

JOHN MARK L. LOSIÑADA
FHREIA CRYSTAL NUYDA
INTRODUCTION

Rationale of the Study

The food industry has experienced tremendous growth in recent years due to various

factors such as changing consumer preferences, increasing disposable income, and globalization.

As a result, the restaurant industry has become a highly competitive market, with businesses

jostling to attract and retain customers. Legazpi City, a bustling urban center in the Bicol Region

of the Philippines, is home to a diverse array of restaurants, ranging from small, family-owned

eateries to large upscale establishments. With the rise of globalization and the influx of foreign

investors, there has been a notable increase in the number of Korean restaurants opening in

Legazpi City. As a Filipinos explore different culinary experiences, Korean restaurants serve as

venues for cultural exchange. Understanding the satisfaction levels of Filipinos dining in Korean

restaurants can provide insights into how effectively these establishments cater to the preferences

and expectations of local customers. This thesis seeks to analyze and compare the performance

of selected Korean restaurants in Legazpi City such us Romantic Baboy, PH 12 Unlimited

Korean BBQ Grill, and Seoul Korean Restaurant examining their similarities and differences in

terms of customer preferences, marketing strategies, and economic impact.

According to Chun & Ochir (2020) The fast-food restaurant business is one of the fastest-

growing industries in the world. International and local restaurant chains are trying to satisfy the

demands of customers for a variety of products and services. Along with changing market trends,

customers are now becoming more sophisticated and demanding. Customer satisfaction is an

essential business issue, as entrepreneurs have realized that favorable customer feedback is key

for a long-term sustainable operation. Customers who have an excellent experience at a

restaurant may recommend the restaurant to others, spread positive information, or become a
loyal customer. The fast-food industry has only recently developed in Mongolia and an

increasing number of global fast-food chains are now entering the market every year. The

purpose of this paper is to examine and evaluate the factors affecting customer satisfaction,

revisit intention, and likelihood of recommendation for Mongolian fast-food restaurants, as well

as a global fast-food restaurant in Mongolia using the DINESERV scale. This study focuses on

comparing directly competing food chains; only two brands were studied because of the limited

fast-food presence in Ulaanbaatar. Then, it aims to analyze how satisfaction levels influence a

customer’s revisit intention and likelihood of recommending a restaurant. Furthermore, an in-

depth analysis of the difference between local and global fast-food brands is a key element that

this paper analyzes. Moreover, this paper investigates how results can be different according to

whether the respondent resides in Mongolia or Korea and discusses business implications. The

results of this paper show that four factors (food quality, service quality, price, and atmosphere

of a restaurant) positively influence customer satisfaction, revisit intention, and likelihood of

recommendation for Mongolian and global fast-food restaurants, and customer satisfaction has a

positive influence on customer revisit intention and likelihood of recommendation for both types

of restaurants. However, depending on whether it is a Mongolian fast-food restaurant or a global

fast-food restaurant, the factors affecting customer satisfaction, revisit intention, and

recommendation are different.

According to Shin & Yu (2020). To explore the impact of restaurant service quality for

foreigners in South Korea on customer satisfaction, customer trust, and loyalty from three

dimensions: quality of physical environment, food quality, and service quality and the influence

of perceived price on satisfaction and loyalty, a survey was conducted by collecting 202 valid

questionnaires and Amos 23 was used to examine the relationships between variables. The
results show that the quality of physical environment, food quality, and service quality have

significant positive effects on customer trust, but only food quality has a significant effect on

customer loyalty and all three have no significant effects on customer satisfaction. In addition,

customer trust has a significant positive effect on customer satisfaction and customer loyalty, but

the effect of customer satisfaction on loyalty has not been verified in this study. At the same

time, perceived price has a significant positive effect on customer satisfaction, but no significant

effect on customer loyalty. Then the study examined the moderating effect of gender by using

the SEM multi-group analysis method, founding that there are no significant differences between

male and female on the impact of the three dimensions of restaurant service quality on customer

satisfaction, and no significant differences between male and female on the impact of perceived

price on customer satisfaction and customer satisfaction on loyalty, meaning that gender's

moderating effects are not valid. These conclusions of this study are useful for restaurant

operators to improve the quality of the physical environment, food quality and service quality,

effectively improve customer trust, and thus customer satisfaction and loyalty.

According to Adriatico, et.al (2022). In the foodservice industry, clients do not only

judge the product standard, but also the service quality they receive during their restaurant

experience. Therefore, when the importance of the dining experience is strongly regarded by

consumers in terms of intellectual and motivational attributes, they are happier to suggest the

establishment to others. This research was undertaken to evaluate the levels of service quality

and clients’ satisfaction on the services offered by two leading fast-casual dining restaurants in

the Province of Nueva Vizcaya, Philippines. As correlation research, this study was conducted

using a modified SERVQUAL instrument among the 395 randomly selected customers.

Weighted mean was used to describe the levels of service quality and customer satisfaction. The
multiple regression was used to determine the predictors of customer satisfaction. The fast-casual

dining restaurants had lived up to the expectation of their customers as they were thought to

provide respectable service quality. The fast-casual dining restaurants had satisfied their

customers in terms of their dining experience. The physical design and appearance of the

restaurants, the price of the product, and the responsiveness of the workforce are the strong

determinants of the gratification of the customers.

According to De Vera, et.al (2023) Customer satisfaction was assessed across various

dimensions including product, price, place, promotion, people, physical evidence, and process.

Regarding the product, customers expressed satisfaction with the quality, especially with the cuts

of meat. They found the pricing to be budget-friendly, contributing to their satisfaction with the

price. In terms of place, customers enjoyed the pleasant music, adding to their overall

satisfaction. The accuracy of advertisement contributed to satisfaction in promotion. Availability

of servers positively influenced satisfaction with people. Comfortable seating enhanced

satisfaction with physical evidence. Additionally, customers appreciated the fast service,

contributing to their satisfaction with the process. However, issues were identified at a selected

Korean Samgyup restaurant. Customers were dissatisfied with the tastelessness of the food and

the lack of freshness in both meat and vegetables, impacting satisfaction with the product.

Quality was perceived as not commensurate with the price, and the pricing of beverages was

deemed unreasonable, leading to dissatisfaction with price. Accessibility issues at the restaurant

location contributed to dissatisfaction with the place. Lack of discounts and special offers

affected satisfaction with promotion. Unfriendly and rude service personnel negatively impacted

satisfaction with people. Unappealing restaurant atmosphere detracted from satisfaction with
physical evidence. Finally, lengthy wait times for food delivery and inaccuracies in order-taking

led to dissatisfaction with the process.

The proposed study is to determine the factors influencing customer satisfaction among

selected Korean restaurant. Legazpi City, being the capital of Albay Province, has a rapidly

growing population of 239,332 as of 2020, and it has strong food culture. The city boasts of a

variety Korean restaurant, offering Korean dishes such as Kimchi, Ramyeon, Bibimbap,

Samgyeopsal, Kimbap, and Bulgogi are some most popular Korean dishes in the Legazpi City.

However, in recent year, there has been a notable increase in the number of Korean restaurants in

the Legazpi City.

Objective of the Study

This study is to determined customer satisfaction in selected Korean Restaurant among

Filipinos in Legazpi City.

1. Determine the demographic profile of the respondents in terms of:

A. Age

B. Gender

C. Educational attainment

D. Nationality

2. What is the level of customer satisfaction in terms of:

A. Taste Preference

B. Familiarity with Korean cuisine

C. Portion sizes and Serving style

D. Communication Barriers
 3. Determine the problems encountered by the respondents along above the mentioned

variables.

4. Based on the findings, what customer satisfaction program can be applied for the

negative feedbacks of the customers?

Assumption

This study was premised on the following assumption to validate reliability of the

statement.

This study has the following assumption:

1. The demographic profile of the respondents in terms of age, gender, educational

attainment, and nationality were determined.

2. It will help the owners to determine the problems encountered by the customers in terms

of the said variables.

3. The issued faced by customers, such as taste preference, familiarity with Korean cuisine,

portion sizes and serving style and communication barriers, have an impact on the

customer satisfaction in Korean restaurant.

4. Understand the specific preferences and expectation of customers when dining at Korean

restaurants.

Related Literature

The related literature explained the customers satisfaction and the problems encountered

in terms of taste preferences, familiarity with Korean cuisine, portion sizes and serving style, and

communication barriers

Taste Preference
 According to Yoo & Cha (2023), the study aims to investigate how the contemporary

foodservice sector mirrors the rapidly evolving taste preferences and health awareness of

consumers. Specifically, it examines the expansion efforts of companies like Yakult Korea to

cater to varied consumer demands, and how both traditional and exotic flavors are fueling the

growth of the sauce market. Methodology: The research employed market analysis, consumer

behavior studies, and case analyses. It delved into sales data, consumer buying trends, and case

studies of sauce products in both local and international markets to assess the influence of flavor-

health balance and narrative-driven branding on brand equity. Conclusion: The foodservice

industry is responding to consumer desires for both health-conscious and flavorful offerings by

introducing innovative products that captivate the palate, coupled with robust storytelling in

marketing efforts. Notably, the success of exotic sauce variants underscores consumers' craving

for diversity. Implications: The findings underscore the necessity for continual innovation in the

foodservice sector to align with evolving consumer expectations regarding taste and health.

Moreover, they highlight the pivotal role of product narrative in bolstering brand equity,

necessitating a strategic approach to long-term brand development and market distinction.

Companies must adapt to these shifts in consumer behavior to thrive in the marketplace.

Zavira et al. (2023) note a recent surge in Korean restaurants in Yogyakarta, each with its

own distinctive concept. However, an examination of Google Star Ratings reveals that not all of

these establishments manage to sustain themselves over the long term. This sustainability gap

may stem, in part, from a notable disparity between consumer expectations and actual

satisfaction levels, exacerbated by intense competition among these eateries. The study aims to

identify the specific marketing aspects that shape consumer preferences in the Korean restaurant

sector. By scrutinizing the product, price, place, promotion, people, process, and physical
evidence components of the marketing mix, the goal is to grasp how these elements address

consumer needs. Utilizing the Kano model, consumer satisfaction was evaluated by categorizing

their requirements into various types, including attractive, must-be, one-dimensional, indifferent,

reverse, or questionable. To glean insights, a questionnaire was administered to 100 respondents

via purposive and snowball sampling methods. The results unveiled that four out of seven

marketing mix attributes considered crucial by Korean restaurant consumers fell within the one-

dimensional category. These encompassed the cleanliness of the dining space, the demeanor of

staff, the flavor of the cuisine, and the speed of service. Additionally, attributes such as

distinctive offerings, prompt service, comprehensive menu details (including ingredients and

preparation methods), and reasonable pricing emerged as noteworthy contributors to consumer

satisfaction. These factors were found to augment satisfaction levels by 80%, 79.8%, 74.5%, and

73.7%, respectively.

Yabo et al. (2024) highlight the widespread presence of Korean restaurants throughout

the Philippines, largely attributed to the extensive exposure to Korean dramas, K-pop culture,

and the pervasive influence of social media. However, the success of Korean cuisine in the

Filipino market is not solely reliant on these factors but rather on the appeal of Korean flavors

and dishes to the Filipino palate. This study investigates the factors motivating students' interest

in Korean cuisine, ranging from the impact of social media to their fascination sparked by

exposure to Korean dramas and K-pop. The significance of this research lies in comprehending

how Korean food influences the dietary preferences, social interactions, and cultural perceptions

of students at Iligan Medical Center College. Recognizing the impact of Korean cuisine on

students underscores the necessity for further exploration to fully understand its implications.

Additionally, this study juxtaposes students' inclination toward native Filipino cuisine with their
preference for Korean dishes, providing insights into the dynamics of local food culture. As

globalization continues to erode boundaries across economic, social, and cultural spheres,

Korean cuisine has firmly entrenched itself in the Philippines, reflecting the interconnected

nature of our increasingly integrated world.

As per Bautista et al. (2024), a thorough investigation of the dining scene within

unlimited wing restaurants in Manila is conducted, utilizing Howard and Sheth's Model to

provide a nuanced examination of consumer decision-making processes. By scrutinizing diners'

characteristics and influential factors, the study reveals a spectrum of preferences and

considerations, highlighting the pivotal roles of inputs, perceptual constructs, outputs, and

exogenous variables. Diner profiles are categorized into Limited Problem Solving and Habitual

Response Behavior, showcasing the diverse factors that influence decision-making. External

influences, such as trends in social media and economic conditions, exert significant impacts on

choices. Perceived advantages include affordability, dining flexibility, variety of flavors,

accessibility, and overall satisfaction. Conversely, concerns regarding hygiene, health, flavor

consistency, safety risks, limited dining time, and crowded environments emerge as noteworthy

drawbacks. Essential restaurant qualities, such as friendly staff, cleanliness, flavor, diversity of

offerings, and ambiance, greatly shape diners' experiences. Motivations for dining vary, ranging

from a focus on affordability to cultural influences. Diners' recommendations underscore the

importance of maintaining consistent taste and quality, addressing slow service through

enhanced staffing, ensuring cleanliness standards, and diversifying menu options. This research

provides valuable insights into the complexities of dining at unlimited wing restaurants, offering

implications for restaurant management and encouraging further exploration in the field. It also
serves as a benchmark for understanding the perceived advantages and disadvantages associated

with dining at such establishments.

Familiarity with Korean Cuisine

Jeong & Lee (2021) assert that culture significantly impacts consumers' selection of food

products. Through a review spanning 2019 to 2021, this paper underscores the influence of

culture on consumers' sensory perceptions and acceptance of foods and beverages. It examines

variations in how consumers from diverse countries describe the sensory attributes of food and

drink items. Given that cultural factors can skew the outcomes of sensory studies, this paper

delves into the impacts of familiarity with food or beverage samples, information regarding the

health benefits of products or ingredients, food labeling, language, and the surrounding food

environment. The cross-cultural food studies selected for analysis primarily focus on consumers'

sensory perceptions, acceptance levels, and discernment abilities. The authors advocate for the

consideration of demographic factors such as education, gender, and specific age groups in

cross-cultural studies, as consumer composition, in addition to cultural background, can

influence research outcomes.

According to Güvenç, Köz, & Evren (2023), the era of globalization and the internet has

sparked a growing interest in diverse cultures, particularly evident in the realm of food choices.

This surge in curiosity has led to an expansion of cultural diversity, particularly in the realm of

dining options. Ethnic restaurants, serving as ambassadors of cultural culinary identity through

their food, service customs, and ambiance, have proliferated worldwide. Consequently, selecting

a restaurant has become a more daunting task for consumers. In this decision-making process,

online reviews have emerged as crucial and dependable sources of information, offering insights

from fellow patrons. Today, consumers wield significant influence over the promotional
endeavors of restaurants, underscoring the indispensable role of online reviews. This significance

is particularly pronounced for ethnic restaurants, which bear the responsibility of showcasing and

preserving the essence of another culture. Thus, the importance of online reviews, especially

within the context of ethnic dining establishments, is deemed indispensable.The primary

objective of this study is to scrutinize customer feedback on the Zomato platform pertaining to

Korean restaurants situated in Istanbul. The research analyzed and categorized 510 Turkish and

English reviews spanning from November 2013 to May 2022, encompassing eleven distinct

Korean eateries in Istanbul. Employing qualitative research methods and content analysis

techniques, the reviews were systematically examined and grouped into six principal themes and

thirty-seven subthemes. The findings revealed that customers of Korean restaurants placed

particular emphasis on the taste of the cuisine, quality of service, dining environment, pricing,

authenticity, and menu variety, in descending order of importance.

According to Ong et al. (2023), Samgyeopsal, a popular Korean grilled dish, is gaining

increasing recognition in the Philippines due to the influence of Hallyu, or the Korean Wave.

The objective of this research was to assess the desirability of various attributes of Samgyeopsal,

including the main dish, addition of cheese, cooking method, pricing, brand, and accompanying

beverages, utilizing Conjoint Analysis and market segmentation through k-means clustering. A

total of 1018 responses were gathered online via social media platforms, employing a

convenience sampling method. The findings indicated that the main dish (46.314%) emerged as

the most critical attribute, followed by cheese (33.087%), price (9.361%), beverages (6.603%),

and cooking style (3.349%). Furthermore, through k-means clustering, three distinct market

segments were identified: high-value, core, and low-value consumers. Additionally, the study

devised a marketing strategy tailored to enhance meat selection, cheese offerings, and pricing
strategies targeted at these segmented consumer groups. These insights carry significant

implications for Samgyeopsal chain businesses and aspiring entrepreneurs seeking to align their

offerings with consumer preferences. Lastly, the combination of conjoint analysis and k-means

clustering presents a robust framework that can be applied and expanded upon to evaluate food

preferences on a global scale.

Illo (2021) conducted a study focusing on customers' perceptions of authentic dining

experiences, particularly examining authenticity, physical environment, food quality, and service

quality. The research employed a descriptive research method utilizing a survey questionnaire.

The findings revealed that customers were highly satisfied with the authenticity of the food and

the cleanliness of employees in Asian restaurants in Camarines Sur. Additionally, overall

satisfaction with food quality and service quality was reported. The study identified that the

current dining environment in Japanese restaurants significantly influences customers' authentic

dining experiences. Furthermore, there were notable differences observed in customers' authentic

experiences based on factors such as the frequency of visits (affecting food quality and service

quality) and dining expenses (impacting service quality). To enhance the authentic dining

experiences, restaurateurs of authentic ethnic Asian cuisine restaurants should focus on

improving authenticity and the physical environment, as these are fundamental aspects of the

overall dining experience. Going the extra mile in service provision can exceed customer

expectations and satisfaction, particularly by enhancing responsiveness. Providing more

information about offered drinks can cater to customer preferences, as there is lesser interest in

beverages. Additionally, tailoring music choices to suit customer tastes and investing in service

quality-related training seminars for employees can elevate business standards and customer

satisfaction.
Portion Sizes and Serving Style

Ge et al. (2023) conducted a study with a threefold objective: firstly, to assess the relative

importance of food quality versus portion size among restaurant consumers; secondly, to

categorize consumers into distinct groups based on their prioritization of seven food quality

attributes (including taste, texture, aroma, appearance, and the use of natural, local, and organic

ingredients) in relation to portion size; and thirdly, to compare these identified market segments.

A comprehensive online survey involving 613 adult participants from the USA was utilized to

gauge their perceived significance of the seven food quality attributes vis-à-vis portion size.

Employing K-means cluster analysis, participants were segmented based on their perceptions.

The findings unveiled five discernible consumer segments within the restaurant market: sensory-

oriented consumers, taste-focused organic food enthusiasts, advocates of local and natural food,

quantity-oriented individuals, and quality-oriented consumers. Notably, those falling into the

quality-oriented segment displayed a decreased inclination towards fast-food establishments,

exhibited higher average spending per meal, and were less likely to dine alone. Conversely,

quantity-oriented and sensory-oriented consumers showed a propensity for frequenting fast-food

outlets, coupled with lower overall and per-meal spending. Furthermore, individuals prioritizing

local and natural foods, as well as taste-focused organic food enthusiasts, demonstrated elevated

spending on restaurant visits compared to other segments. Additionally, age, gender, and income

were identified as significant factors associated with segmentation outcomes. The implications of

these findings underscore potential opportunities for restaurants to enhance consumer

perceptions of value by prioritizing factors most pertinent to their target audience. This study

represents a pioneering effort in segmenting restaurant consumers based on their perceived

importance of food quality attributes relative to portion size, delineating five distinct consumer

segments.

Kim & Choi (2019) conducted a study predicated on the notion that discrepancies exist

between the primary service attributes prioritized by restaurant managers and the essential

DINESERV attributes crucial to customers' perception of their dining experience. This research

delved into the perception gap between operators and customers regarding service attributes in

Korean all-you-can-eat buffet restaurants, proposing strategic interventions to bridge this divide.

To explore this gap, the study initially utilized the analytic hierarchy process (AHP) to ascertain

the priority ranking of service attributes employed by restaurant managers to enhance customer

satisfaction. Subsequently, the importance-performance analysis (IPA) methodology was

employed to elucidate the significance customers attribute to individual restaurant service

attributes and their impact on customer satisfaction. Finally, the study integrated AHP and IPA to

scrutinize the perception gap between managers' prioritization and customers' perspectives on the

importance of DINESERV attributes. The theoretical contribution of this study lies in the

proposed integrated AHP-IPA model, which amalgamates the viewpoints of managers and

customers. This model distinguishes the study from prior research that analyzed operator

priorities and customer perceptions separately. Furthermore, the study presents strategic

alternatives for managing service attributes applicable to various types of buffet restaurants,

encompassing hotel, specific, and casual buffet restaurant categories differentiated by the cuisine

offered and service procedures implemented.

According to Villanueva et al. (2023), amid the COVID-19 pandemic, fast-food

restaurants have stood out as resilient establishments in the face of closures experienced by other

sectors. The imperative for restaurants to persistently innovate and demonstrate resilience during
crises is emphasized, as there are opportunities for resilience and recovery amidst challenges.

The study investigates the nexus between service quality, customer satisfaction, and loyalty,

incorporating innovation and recovery as novel constructs within the researchers' expanded

Service Quality (SERVQUAL) framework. Notably, the research was conducted within the

context of the fast-food industry during the COVID-19 pandemic. The study enlisted 189 diners

from selected fast-food establishments in Pasay City, Philippines, employing convenience

sampling. Employing a descriptive-correlational research design, the investigation unveiled that

despite the pandemic crisis, fast-food restaurants managed to meet customers' service quality

expectations. However, the introduction of the new construct of innovation received the lowest

rating compared to other dimensions of service quality, signaling the need for innovative

strategies to adapt to the new normal. Furthermore, the findings underscored the significant

relationship between service quality, customer satisfaction, and loyalty. Consequently, it is

recommended to reassess service quality in fast-food establishments to formulate innovative

strategies that uphold customer satisfaction and foster loyalty amid the COVID-19 pandemic.

Agapito et al. (2022) introduces Kaon Ta og Takyong sa Borbon, a novel dining

establishment situated in Intermedia, Poblacion, Borbon, Cebu, strategically located amidst a

diverse populace, including tourists. This restaurant showcases the culinary delights of the

Municipality of Borbon through various food styles and services. The moniker "Kaon Ta"

derives from the Visayan term meaning "to eat" or "let's eat." Kaon ta og Takyong piques

curiosity by introducing the concept of "takyong" and its culinary allure. This innovative

portrayal of Borbon's delicacies aims to draw a broad market encompassing tourists, students,

professionals, and locals alike. Kaon Ta og Takyong's locale exudes a welcoming ambiance,

strategically positioned along the highway for easy accessibility. Its unique offerings are
unmatched in the area, distinguishing it as a premier dining destination. With a focus on

exceptional customer service, the restaurant boasts a team of highly skilled personnel dedicated

to ensuring a memorable dining experience. Ample parking space further enhances convenience

for patrons. As a pioneering culinary venture in the Municipality of Borbon, Kaon Ta og

Takyong celebrates and promotes the town's exotic gastronomic offerings. In an increasingly

competitive landscape, setting one's restaurant apart from others poses a considerable challenge.

However, Kaon Ta og Takyong stands out by offering a distinctive and eclectic fusion of local

delicacies at affordable prices, within a vibrant and inviting ambiance.

Communication Barriers

Garieri (2023) has authored a handbook tailored for restaurants in Finland, with a

particular focus on extending support to immigrant entrepreneurs who encounter distinctive

challenges within this sector. Despite the restaurant industry in Finland demonstrating resilience

and adaptability amidst adversities like the COVID-19 pandemic and socioeconomic shifts, there

has been a paradoxical decline in immigrant entrepreneurship within this realm compared to

other local industries. This trend indicates the presence of industry-specific barriers warranting

in-depth exploration. The study draws upon two primary theoretical frameworks: firstly, theories

addressing multicultural, socio-economic, and cultural dimensions, and secondly, those

pertaining to entrepreneurship and market trend dynamics. This theoretical underpinning

provides a solid groundwork for the methodologies adopted later in the study. Employing a

qualitative, multi-methodological approach, the research integrates semi-structured interviews

with practitioners and a comparative analysis of local agency guidelines. This comprehensive

approach aims to gain a nuanced understanding of the sector's challenges and opportunities. A

pivotal issue identified is the insufficient support and guidance available to immigrant
entrepreneurs seeking entry into the industry. Challenges such as navigating bureaucratic

procedures, surmounting language barriers, and assimilating into a new culture are exacerbated

by the absence of clear, accessible, and practical guidelines tailored to the unique requirements

of multicultural businesses. This deficiency impedes immigrants' ability to make full

contributions to Finland's economy and culinary landscape, which are integral components of the

nation's socio-cultural and economic fabric. These findings underscore the significance of

revising existing guidelines to facilitate the entrepreneurial journey within the restaurant

industry. Consequently, this study holds the potential to substantially ease the path for both local

and immigrant entrepreneurs operating within Finland's restaurant sector.

Akhtar et al. (2021) reveals the interactional and instructional service encounter barriers

encountered by foreign patrons at food and beverage establishments in China. This study

constructs a conceptual framework to explore (1) the generation of situational abnormality by

service encounter barriers, (2) how situational abnormality contributes to the discomfort

experienced by foreign customers, affecting their intentions to revisit, and (3) the moderating

role of expectation disconfirmation on situational abnormality. Utilizing convenience sampling

via survey methodology, data was gathered from 517 foreign consumers residing in Beijing,

China, who patronized food and beverage establishments. Analysis of the data was conducted

using IBM SPSS 25.0 and Amos Graphics 24.0 to derive insights and interpretations. Results

indicate that interactional and instructional barriers positively contribute to situational

abnormality, ultimately leading to discomfort among foreign patrons and diminishing their

likelihood of revisiting. Expectation disconfirmation significantly exacerbates situational

abnormality as a moderator. This study delves into the behavior of foreign consumers at food and

beverage establishments in China while acknowledging potential limitations in generalizability.

It recommends validating the behavioral intentions of foreign consumers across diverse contexts

to broaden the scope of understanding and identify additional factors influencing their behavior

in the restaurant industry. Previous literature has not extensively explored the service encounter

barriers faced by foreign patrons at food and beverage establishments in China. By addressing

this gap, the present study responds to previous calls and sheds light on the downstream effects

of service encounter barriers on the behavioral responses of foreign consumers. Consequently, it

contributes valuable insights for domestic food and beverage establishments and service

providers in China, while also facilitating a deeper understanding of interactional and

instructional barriers in a global context by engaging with foreign consumers.

Santos (2019) conducted a study to assess the "Communication Capability of Hotel and

Restaurant Signage" in Tuguegarao City. The research scrutinized the effectiveness and efficacy

of various elements of signage, including function, content, and form, as well as customers'

attitudes toward signage. Findings indicated that signage in fast-food restaurants was highly

effective in communicating with customers, while signage in fine dining establishments was also

effective. Customers generally perceived signage as highly effective in ensuring their safety and

security, reducing perceived wait times, facilitating their departure, fostering a connection to

products and services, and reflecting the restaurant's concern for their well-being. Signage in

restaurants was deemed effective in communicating various aspects such as the menu, weekly

specials, and general business information, prompting customers to make purchases and

influencing their behavior at the point of sale. Hotel signage was also considered highly effective

in terms of function and content, and moderately effective in form. Typography, pictograms, and

arrows were rated as highly effective, while symbols and diagrams were considered moderately

effective. Maps were deemed slightly effective. Additionally, customers strongly agreed that
regulatory, directional, informative, and descriptive signage effectively communicated

information. Both restaurant and hotel customers largely concurred on the effectiveness of

signage.

According to Piol (2023), the Tourism and Hospitality Industry, recognized as one of the

world's fastest-growing and most competitive sectors, places significant importance on

interpersonal communication skills (Lansangan-Cruz, 2018; Al-Ababneh, 2017; Loreto, 2020).

However, in the Philippines, a significant challenge arises as two-thirds of employer’s struggle to

find and hire individuals proficient in this skill (Acosta, Igarashi, Olfindo, & Rutkowski, 2017).

Consequently, this research aims to enhance the interpersonal skills of fourth-year hospitality

management students in the first district of Albay to bolster their sustainable employability,

drawing insights from industry professionals. Employing a mixed-method research design, the

study sought to ascertain the perceptions of both students and employers, with Kendall’s

Coefficient of Concordance utilized to assess the relationship between these two perspectives.

Analysis of the data revealed that students believed they frequently demonstrated interpersonal

skills, particularly in communication (3.30), decision-making (3.28), cross-cultural competence

(3.47), and emotional intelligence (3.40). Conversely, employers emphasized the perpetual

importance of all interpersonal indicators for employability. Moreover, all variables were found

to have a significant relationship, with a tabulated value of 2.58 at the 1% level. This underscores

alignment between students' perceived interpersonal skills and businesses' expectations for

employee competencies. However, as students only perceived their skills as being exhibited

"often," further development is imperative to foster their long-term career success and enable

adaptation to the evolving needs and standards of the industry.

Conceptual Framework
 Figure 1 illustrates the study’s paradigm, which will serve as the research’s overview. As

indicated in the first box, the title of this study is “Customer Satisfaction in selected Korean

Restaurant among Filipinos in Legazpi City.” As should be evident, the title represents a

complete description and foundation for the entire study. A total of sixty (60) individuals were

chosen, with twenty (20) respondents randomly from each of the selected Korean restaurants in

Legazpi City. The research study emphasizes as indicated in the second box. The research

study’s key points as the goals. The researcher adopted the Input-Output (IO) where the input of

the study that the researchers aim to determine the profile of the respondents described in terms

of: Age, Gender, Educational attainment and Nationality. It also identifies the respondent’s the

satisfaction along taste preference, familiarity with Korean cuisine, portion sizes and serving

style, and communication barriers and what are the significant difference between the

demographic profile and their assessments in customer satisfaction and findings in customer

satisfaction program can be applied for the negative feedbacks of the customers. After the input,

the possible outcome in customer satisfaction in selected Korean restaurants is to improve to

meet the quality of customer service and meet the customer needs and wants as a highly satisfied

customer.

Customer Satisfaction in Selected Korean Restaurants Among Filipinos in

Legazpi City

1. What is the demographic profile of the respondents in terms of:

a. Age
b. Gender
c. educational attainment
d. Nationality
2. What is the level of customer satisfaction in terms of:
A. Taste Preference
B. Familiarity with Korean cuisine
C. Portion sizes and Serving style
 D. Communication barriers

Improve to meet the quality of customer service and meet the customer needs and
wants.

Highly Satisfied Customer

Feedback

Figure 1.

Theoretical Framework

The study revolved around the customer satisfaction in selected Korean restaurant among

Filipinos in Legazpi City along with the taste preference, familiarity with Korean cuisine, portion

sizes and serving style, and communication barriers. The researcher expected to determine the

customer satisfaction in the selected Korean restaurant in Legazpi City. Figure 2 shows the

Theoretical Paradigm.

Customer satisfaction as defined by Philip Kotler (2000), is a person’s feelings of

pleasure or disappointment, which resulting from comparing a product’s perceived performance

or outcome against his/her expectation. Customer satisfaction theories were found to support and
to contrast the theoretical framework. It consists of 2 main theories. The first one is dissonance

theory which discusses the satisfaction level of customers in terms of product and service

quality. The second once would be the theory of equity which suggest strategies that can be

employed by the sellers to attain high satisfaction level. The theories presented in here would not

exactly offer solutions, but will offer a foundation into finding one.

The first theory of customer satisfaction is the theory of dissonance. The theory of

dissonance states that the consumer makes a sort of cognitive comparison between the

expectation regarding the product and the product’s perceived performance. This was formulated

by Leon Festinger (1957), which suggests that inconsistencies among cognitions (i.e.,

knowledge, opinion, or belief about environment, oneself, or one’s behavior) generate an

uncomfortable motivating feeling (i.e., the cognitive dissonance state). This mean that a

customer who expected a high-quality product but received a low-quality product from a seller

that doesn’t meet their expectations creates a state of dissonance. A customer dines in to the

restaurant who has promised them a highly-quality product would expect a high high-quality

product from the restaurant but if that restaurant cannot fulfill the expectation, he/she has set,

then that would create an uncomfortable feeling from the customer, which would result to them,

not being satisfied with that restaurant food quality and service included. The theory of

dissonance supports this an it discusses it satisfied with their products.

The second theory of customer satisfaction is the theory of equity. According to the

equity theory, satisfaction exist when consumers perceive their output/input ration as being fair

(Swan & Oliver, 1989). Equity models are derived from the Equity Theory (Adams, 1963), and

are based on the notion of input-output ratio, which plays a key role in satisfaction

(Oliver &Swan, 1989). According to this theory, parties to an exchange will feel
equitably treated (thus, satisfied), if in their minds, the ratio of their outcomes to inputs is fair

(Oliver & DeSarbo, 1988). This theory discusses that when a consumer expects good service and

product quality, it must be met. This theory discusses that when a consumer expects good

service and product quality, it must be met. If it is then met, customer satisfaction will be

achieved, if consistency is achieved, customers will then be satisfied with the seller’s service and

product. Strong customer satisfaction results from being able to control expectation and

consistently provide experience that meets and exceeds them. This will help the Korean

restaurant navigate strategies in order to attain high satisfaction level from customers. Basically,

this theory suggests that if what’s promised is given, the customer will react to this positively. If

the customer feels that the purchase, they made was fair, they can be satisfied with the food

quality and services. This theory can be used as a basis of food quality and services in order to

attain high satisfaction level from the customers.

Dissonance Theory Equity Theory

(Festinger 1957) (Adams 1963)

Customer Satisfaction in Selected Korean Restaurant

among Filipinos in Legazpi City

Level of customer satisfaction in selected Korean restaurants among Filipinos

A.) Taste Preference B.) Familiarity with Korean Cuisine C.) Portion Sizes and
Serving Style D.) Communication Barriers
 Researcher Theory

Determining the respondent’s level of satisfaction will lead to the improvement of

Korean restaurant along taste preference, familiarity with Korean cuisine, portion sizes
and serving style and communication barrier.

Figure 2.

Theoretical Paradigm

Scope and Limitation of the Study

The researcher conducted this study entitled “Customer Satisfaction in Selected Korean

Restaurant Among Filipinos in Legazpi City. The target respondents are the customers and future

customers of the selected Korean restaurant in Legazpi City. The study will aim to determine the

profile of respondents that include gender, age, and nationality. And identify the respondent’s

level of satisfaction along taste preference, familiarity with Korean cuisine, portion sizes and

serving style, customization option and communication barriers.

The researchers will conduct survey used by means of answering questions; the

respondent is composed sixty (60) customers in selected Korean restaurant in Legazpi City.

Significance of the Study

 This study is conducted to provide information regarding the Customer Satisfaction in

selected Korean Restaurant Among Filipinos in Legazpi City. This research would be beneficial

to the person which were involved in this study. They were the following:

Customers. Being the respondents of this study, the exercise of responding to the

questionnaire will help the Korean Restaurants provide a quality service, product, place and price

by getting feedbacks on their opinions about what they expect to receive or experience from the

restaurant.

Management. This study will provide reliable and useful information to the Management

who played a vital role in ensuring that the customer’s need and wants will be addressed

properly. This would help them formulate new ideas that could serve as basis in developing their

marketing strategies to attract more customers.

Researchers. Findings of this study will help the researchers evaluate the operations and

business environment as to what aspects that the management will take corrective action.

Future Researchers. The findings of this study would provide relevant information of

any food and services-oriented business and other researchers on matters relevant to customer

satisfaction. This study will encourage other researchers to conduct similar studies on a wider

scope and include variables not covered in this research.

Definition of Terms

The following were conceptually defined to give clarity and understanding of the study.

Customer Satisfaction. a measurement that determines how happy customers are with a

company’s products, services, and capabilities. Customer satisfaction information, including

surveys and ratings, can help a company determine how to best improve or changes its products

and services. The extent to which a customer's expectations are met or exceeded by the products,
services, or overall experience provided by a Korean restaurant. It's often measured through

surveys, feedback, and other metrics.

Respondents. A respondent is a person who answers a question, letter, email message,

survey, or anything else that requires a response. The target beneficiaries of researcher in

selected Korean restaurants.

Korean Restaurant. A restaurant is a business that prepares and serves food and drinks

to customers in exchange for money. It is a place where people can sit down to eat a meal,

typically served by a waiter.

Customer. These studies give chance to express or give their evaluation to the services

that are rendered by the Korean restaurant establishments.

Filipinos. People of Filipino descents, referring to individuals who are native to or

citizens of the Philippines. In this context, it specifically denotes individuals residing in Legazpi

City. The

term refers to the customer in selected Korean restaurant in Legazpi City which is the target

respondents of the study.

Legazpi City. Legazpi is a coastal component city in the province of Albay. It serves as

the provincial capital as well as the regional center of the Bicol Region. This is the study site of

the researcher.

Selected Restaurant. Refers to the specific Korean restaurant chosen as the focus of the

study. This could include details such as its name, location, size, menu offerings, and other

relevant characteristics.

Customer Experience. The overall perception and interaction a customer have with a

business or brand across all touchpoints, including pre-purchase, purchase, and post-purchase
interactions. It encompasses factors such as ambiance, service quality, cleanliness, and staff

behavior.

Cross-Cultural Dining. The experience of dining in a restaurant that offers cuisine from

a culture different from that of the customer. In this study, it refers to Filipinos dining at a

Korean restaurant and their interactions with Korean cuisine and culture.

Service Quality. The degree to which a service meets or exceeds customer expectations.

It includes aspects such as responsiveness, reliability, assurance, empathy, and tangibles

(physical facilities and equipment).

Menu Preferences. Refers to the specific dishes or items on the menu that customers

prefer or are more likely to order. It may vary based on factors such as taste preferences, dietary

restrictions, and cultural familiarity.

Cultural Sensitivity. The awareness, understanding, and respect for cultural differences

and preferences. In the context of this study, it relates to how the Korean restaurant acknowledge

and accommodates the cultural preferences and sensitivities of its Filipino customers.

METHODOLOGY

This section provides an overview of the research design, research instrument, data

gathering procedure, respondents of the study, sampling technique, study site, and data analysis

plan. In order to gather data, the researcher distribute the survey questionnaires to the customers

in selected Korean restaurant among Filipino in Legazpi City, and the study focuses only on the

customer satisfaction of the selected Korean restaurants.

Research Design

The researcher study utilized quantitative research design. The procedure focused on

customer satisfaction and identified the issues faced by customers. The researchers were able to
analyze and interpret the data collected through a survey questionnaire that includes a checklist

to assess the customer satisfaction of selected Korean restaurant among Filipinos in Legazpi

City. The frequency, percentage, and constant were used in the first and second objectives to

convey the data by using Liker Scale. These methods facilitated the presentation of data in terms

of the prevalence and significance of various responses, providing valuable insights into

customer satisfaction and issue identification.

Research Instrument

The instrument used in this research study is a survey questionnaire served as the

principal tool for data collection, meticulously crafted by the researchers under the guidance of

their adviser. The questionnaire comprises two sections: Part 1: Demographic Information. This

section gathers basic information about the respondents, including their name (optional), age,

gender, and nationality. Part 2: Problem encountered of customer satisfaction regarding with

taste preferences, familiarity with Korean cuisine, portion sizes and serving style, and

communication barriers at selected Korean restaurants among Filipinos in Legazpi City. The

second section delves into specific concerns encountered by customers, along with the

aforementioned variables.

Before the administering, the survey questionnaire has undergone a validation to ensure

the validity of survey questionnaire before starting the distribution of survey questionnaire to the

target respondents, which is the customers.

Data Gathering Procedure

The researchers gathered the data randomly in selected Korean restaurant in Legazpi

City.
In gathering the data and information needed, the researchers prepared a request letter for the

approval of the Dean of the College of Business Education to conduct the indicated study. Prior

to the actual data gathering, a survey questionnaire was drafted by the researchers and was

submitted to the research adviser for checking and approval. The researcher personally sought

permission from the owners or the manager of the restaurants. The researcher administered the

distribution of the questionnaires to the respondents and requested them to answer all the items

as honestly as possible. The researcher explains to the respondents the importance of their

response to the study so that the respondents can answer the questionnaires with full knowledge

and honesty about their responsibility as the subject of the study. The respondents of this study

are total of sixty (60) and randomly choose twenty (20) respondents in selected Korean

restaurant in Legazpi City. The study applies to the Data Privacy Act 2012, which states that all

information collected must be kept private and used solely for educational purposes. The survey

consisted of three parts, focusing on the demographic profile of respondents in terms of: age,

gender, educational attainment and nationality. And level of satisfaction in terms of: taste

preference, familiarity with Korean cuisine, portion sizes and serving style and communication

barriers, as well as the issues encountered by customers and the feedback of the customers.

Respondents of the Study

The table A shows the respondents of the study were customers of selected Korean

Restaurants among Filipino in Legazpi City: Romantic Baboy, Ph 12 Unlimited Korean BBQ

Grill, and Seoul Korean Restaurant. The study aimed to gather data directly from the respondents

to analyze their responses. A total of sixty (60) individuals were chosen, with twenty (20)

respondents randomly from each of the selected Korean restaurants in Legazpi City: Romantic

Baboy (1), PH 12 Unlimited Korean BBQ Gril (2), and Seoul Korean Restaurant (3) to ensure a
diverse representation of customers from each establishment. The criteria for selection were

based on their status as customers at the selected Korean restaurants. Any individual who had

dined at or visited these Korean restaurants in Legazpi City. These respondents provided the

necessary data for this quantitative research study.

TABLE A

Selected Korean Restaurant No. of Respondent

Romantic Baboy 20

PH 12 Unlimited Korean 20

BBQ Grill

Seoul Korean Restaurant 20

Total No. 60

Sampling Technique

In the study, basis random sampling was used. The researcher has chosen Three (3)

selected Korean restaurants in Legazpi City and twenty (20) customers in each restaurant as

respondents,

for a total of 60 respondents.

Study Site

The study was conducted in selected Korean restaurant in Legazpi City particularly in

Romantic Baboy, PH 12 Unlimited Korean BBQ Grill, and Seoul Korean Restaurant. The said

restaurants are located in Legazpi City, Albay. The selection of study sites was purposively due

lot of customers went there, as it was chosen as the study location for our analysis of the topic

“Customer Satisfaction of Selected Korean Restaurant among Filipinos in Legazpi City”.

Data Analysis Plan

The study utilized the survey questionnaire checklist that was the major tool in gathering

the needed data. It was constructed with the assistance of the research adviser. The researchers

used standardized questionnaire which were distributed to respondents. A semi-structured

questionnaire was utilized and it’s composed of dour parts, the first part is about the respondent’s

demographic profile while the second part are the question that will answer. The customer level

satisfaction in terms of: taste preference, familiarity with Korean cuisine, portion sizes and

serving style and communication barriers. The third part is questions pertaining to concerns they

encountered and the last part are the feedback of the customers in selected Korean restaurant in

Legazpi City. Likert’s scale was used in this study.

LIKET’S SCALE

Scale Adjectival Interpretation Range

4 Very Satisfied 3.40 – 4.49

3 Satisfied 2.50 – 3.49

2 Less Satisfied 1.50 – 2.49

1 Not Satisfied 50 – 1.49

The information gathered from the respondents were broken down utilizing expressive insights

which incorporates recurrence and rated. Information was introduced utilizing tables and figures.

The information gathered from the polls were coordinated, counted, broke down, and summed up

in a way that it was answered on the inquires according to objectives.

The following tools were used by the researchers in order to interpret data:

Constant: A constant variables, sometimes known as a control variable.

Frequency. It was the number of occurrences of a particular item in a set of data.

 Percentage. It was the negligible portion of an entire number communicates in

hundredths. It was gotten from Latin word centrum, signifying “per hundred”. The term address

portion with the denominator 100. The formula used is the following:

f
P= × 100
N

Where:

F = Frequency

N = Total number of respondents

P = Percentage

RESULT AND DISCUSSION

This section provides the result of survey, interpretation and analysis data, conclusion and

recommendation. This section discusses the results of the survey responded by total of sixty (60)

and ten (10) respondents randomly from each of the selected Korean restaurants in Legazpi City:

Romantic Baboy, PH 12 Unlimited Korean BBQ Gril, and Seoul Korean Restaurant. All

questions asked in the structured questionnaire pertain only to the respondents’ insights on the

satisfaction of the customer in Korean restaurants in Legazpi City.

1. This study will help the customers to be satisfied in terms of the demographic profile of

customers (age, gender, educational attainment and nationality,). 2. It will help the owners to

determine the problems encountered by the customers along with variables: a. Taste preference,

b. Familiarity with Korean cuisine, c. Portion sizes and Serving style, d. Communication barrier.

3. The study can be use as recommendation to the customer to choose what Korean Restaurant is

the most satisfying to them. 4. Understand the specific preferences and expectation of customers

when dining at Korean restaurants.

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