A COMPARATIVE STUDY OF THE LEVEL OF CUSTOMER SATISFACTION OF J.CO DONUTS IN SM DASMARIÑAS & KRISPY KREME THE DISTRICT IMUS An Undergraduate Thesis Presented to The Faculty of Hospitality Management De La Salle University Dasmariñas In Partial Fufillment of the Requirements for the Degree of Bachelor of Science in Hotel and Restaurant Management Pangilinan, Paul Joven A. Sanchez, Ronald Luiz P. Villanueva, Angel Jacob L. May 2015
ABSTRACT This research is a comparative study on the customers satisfaction of J. Co Donuts The District and Krispy Kreme SM Dasmariñas. The result of this study could help the entrepreneurs of the said establishment to further improve their standards specifically in terms of food quality, service rendered and facilities cleanliness. This study aims to determine: 1.) the demographic profile of the customers in terms of age, gender, place of residence, and monthly income; 2.) the level of customer satisfaction in J. Co Donuts The District and Krispy Kreme SM Dasmariñas in terms of food quality, service rendered and facilities cleanliness; 3.) the significant difference on the level of customer satisfaction between J. Co Donuts the District and Krispy Kreme SM Dasmariñas; 4.) a proposed guideline to J, Co Donuts The District and Krispy Kreme SM Dasmariñas. Moreover, the researchers use a survey questionnaire to gather data. The result shows that most of the respondents in J. Co Donuts are 20years old below while most of the respondents in Krispy Kreme are 20-29years old with. It also shows that there are more female respondents in J. Co Donuts while the there are more male respondents in Krispy Kreme. The majority of the respondents from both establishments came from Cavite; The result also shows that the respondents from both establishments had a range of monthly income Php10, 000 to Php15, 000; In terms of food quality, the level of customer of customer satisfaction of both establishments is extremely satisfied; In service rendered, the level of customer satisfaction of both establishments is extremely satisfied; In cleanliness of the establishment, the level of 4
customer satisfaction of both establishments is extremely satisfied; The results in significant two-tailed shows that there is no significant difference between the food quality and service rendered by both establishments while there is significant difference between the cleanliness of both establishments. The results also show that the given hypothesis by the researchers is null. 4
TABLE OF CONTENTS Page Preliminaries Title Page 2 Certification 3 Acknowledgement 6 Certification of Originality 7 Abstract 8 Table of Contents 10 List of Tables 12 List of Figures 14 Chapter 1 The Problem and its Background 15 Introduction 15 Background of the Study 16 Statement of the Problem 17 Significance of the Study 18 Scope and Limitation 19 Definition of Terms 20 Chapter 2: Review of Related Literature 22 Related Literature 22 Conceptual Framework 50 10
Chapter 3 Research Methodology 52 Research Design 52 Participants of the Study 52 Instrumentation 53 Data Gathering Procedure 53 Statistical Data Treatment 53 Chapter 4 Presentation, Analysis and Interpretation of Data 56 Chapter 5 Summary, Conclusion and Recommendation 66 Summary 66 Conclusion 68 Recommendation 69 Appendices 70 Proposed Guideline for Customer Satisfaction on J.Co Donuts The District and Krispy Kreme Sm Dasmariñas 74 Appendix A Questionnaire 80 Curriculum Vitae 83 11
LIST OF TABLES Table 1 Page Frequency and Percentage of J. Co and Krispy Kreme Customers Satisfaction in 56 Relation to their Age 2 Frequency and Percentage of Customers Satisfaction in Relation to their Gender 57 3 Frequency and Percentage of Customers Satisfaction in Relation to their Place of 58 Residence 4 Frequency and Percentage of Customers Satisfaction in Relation to their 59 Monthly Income 5 Frequency and Percentage of J. Co Donuts The District Level of Customers 60 Satisfaction in Terms of Quality 6 Frequency and Percentage of J. Co Donuts The District Level of Customers 61 Satisfaction in Terms of Service 7 Frequency and Percentage of J. Co Donuts The District Level of Customers 62 Satisfaction in Terms of Cleanliness 8 The Comparison of the Customer Satisfaction between J.Co Donuts The District 63 and Krispy Kreme SM Dasmariñas 12
9 Independent Samples Test of the Customer Satisfaction between J.Co Donuts The District and Krispy Kreme SM Dasmariñas 64 13
LIST OF FIGURES Figure 1 Page The Level of Customer Satisfaction of J.Co Donuts The District & Krispy Kreme Donuts in Sm Dasmariñas: Input, Process, and 51 Output 14