0 CUSTOMERS’ PERCEPTIONS OF FLOATING RESTAURANT: THE CASE OF ISDAAN FLOATING RESTAURANT OF CALAUAN, LAGUNA
An Undergraduate Thesis Proposal Presented to the Faculty of the College of International Tourism and Hospitality Management Lyceum Lyceum of the Philippines University Cavite
In Partial Fulfillment of the e!uirements of the "egree #achelor of $cience in Cruise Line %perations in Hotel $ervices
ALIMAGNO, JERICO IAN O. ARNESTO, ALDRIN G. SALIBA, MARK GABRIEL R.
&uly '0()
( CHAPTER I INTRODUCTION
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*ating a+ay from home goes ,eyond -ust satisfying hunger and has ,ecome a popular form of entertainment. People go out to eat/ and they epect to derive pleasure and satisfaction from it/ especially +henever the food is presented in a charming place 12arde 3 Martens as cited ,y A,delhamied/ '0((4. 5alue/ !uality/ variety and dining environment are the criteria upon +hich the consumer ,ases his6her everyday dining decisions. A,delhamied 1'0((4 differentiated ,et+een dining out and eating out and stated that customers +ho dine out are loo7ing for a +hole meal eperience/ +hich includes good food and ,everage products/ good service and good atmosphere/ +hile those +ho eat out are -ust see7ing to satisfy their hunger regardless the environment of the restaurants. %ne of the types of restaurants that are said to provide a different eperience to customers +ho dine out is a floating restaurant. Floating restaurant is a vessel/ +hich is usually a type of steel ,arge/ used as a restaurant on +ater. $ometimes retired ships 1commercial or +arships4 are given a second lease of life as floating restaurants. An eample of such a +arship is HM$ #elfast/ +hich +as converted to serve as a floating restaurant on the iver Thames in London. Floating restaurants are a ne+ phenomenon for dining out in the Philippines/ +here customers can ,e provided not only +ith a meal ,ut also an entertaining casual dining eperience +ith unrivalled vie+s of the ,odies of +ater. Floating restaurant is one of the fastest gro+ing sectors for dining out in the P hilippines.
( CHAPTER I INTRODUCTION
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*ating a+ay from home goes ,eyond -ust satisfying hunger and has ,ecome a popular form of entertainment. People go out to eat/ and they epect to derive pleasure and satisfaction from it/ especially +henever the food is presented in a charming place 12arde 3 Martens as cited ,y A,delhamied/ '0((4. 5alue/ !uality/ variety and dining environment are the criteria upon +hich the consumer ,ases his6her everyday dining decisions. A,delhamied 1'0((4 differentiated ,et+een dining out and eating out and stated that customers +ho dine out are loo7ing for a +hole meal eperience/ +hich includes good food and ,everage products/ good service and good atmosphere/ +hile those +ho eat out are -ust see7ing to satisfy their hunger regardless the environment of the restaurants. %ne of the types of restaurants that are said to provide a different eperience to customers +ho dine out is a floating restaurant. Floating restaurant is a vessel/ +hich is usually a type of steel ,arge/ used as a restaurant on +ater. $ometimes retired ships 1commercial or +arships4 are given a second lease of life as floating restaurants. An eample of such a +arship is HM$ #elfast/ +hich +as converted to serve as a floating restaurant on the iver Thames in London. Floating restaurants are a ne+ phenomenon for dining out in the Philippines/ +here customers can ,e provided not only +ith a meal ,ut also an entertaining casual dining eperience +ith unrivalled vie+s of the ,odies of +ater. Floating restaurant is one of the fastest gro+ing sectors for dining out in the P hilippines.
' The focus of this study +ill ,e the Isdaan Floating estaurant of Calauan/ Laguna. From the name of the restaurant itself/ Isdaan Calauan Laguna8s specialties are sea foods and mainly Filipino foods. This floating resto9fun par7 is not only a typical type of restaurant ,ut also a huge par7 +here families and friends can ,ond and spend some !uality time.
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The primary aim of this study is to assess the customers: perceptions of the Isdaan Floating Floating estaurant estaurant of Calauan/ Calauan/ Laguna +ith regards regards to service9rel service9related ated attri,utes/ attri,utes/ food9 related attri,utes/ and atmosphere9related attri,utes. $pecifically/ this +ill see7 ans+ers to the follo+ing research pro,lems; (.
2hat 2hat is is the the pro profi file le of of sel select ected ed cus custo tome mers rs of the the Isdaa Isdaan n Floa Floati ting ng es esta taur uran antt of
'.
Calauan/ Laguna in terms of; (.( (.( Age/ Age/ (.'
income> 2hat 2hat is is the perc percep epti tion on of sel selec ecte ted d custo custome mers rs on on resta restaur uran antt attri attri,u ,ute tess of the the Isdaan Floating estaurant of Calauan/ Laguna as to; '.( $ervice9related attri,utes/ '.' Food9related attri,utes/ and '.= Atmosphere9related attri,utes>
=. ).
2hat 2hat is is the the level level of cus custo tome mers rs88 sati satisf sfact actio ion n +ith +ith Isd Isdaa aan n Floa Floati ting ng es esta taur uran ant> t> 2hat 2hat is is the the repe repeat at pat patro rona nage ge int inten enti tion on of of the the custo custome mers rs of of Isda Isdaan an Floa Floati ting ng estaurant>
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In general/ this study +ill eamine the customers: perceptions of Isdaan Floating estaurant of Calauan/ Laguna. $pecifically/ this aims to; (.
"escri,e the profile of the customers of Isdaan Floating estaurant of Calauan/ Laguna in terms of age/ gender/ occupation and monthly family
'.
income? "etermine the perception of selected customers on restaurant attri,utes of the Isdaan Floating estaurant of Calauan/ Laguna as to; service9related
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attri,utes/ food9related attri,utes/ and atmosphere9related attri,utes? Assess the level of customers8 satisfaction +ith Isdaan Floating estaurant?
).
and "etermine the repeat patronage intention of the customers of Isdaan Floating estaurant.
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This study is significant in several respects; CLH$ students. This study +ould provide CLH$ students +ith more insights on customers: satisfaction +ith restaurant attri,utes specifically in the operation of a floating restaurant. $ince floating restaurant is an under research area in the field of hospitality/ this study +ould provide CLH$ students +ith more 7no+ledge on +hat customers epect from a floating restaurant. Floating restaurant o+ners and managers. In terms of practice/ this study +ill provide information to o+ners and managers of floating restaurants in the Philippines a,out the restaurant attri,utes that affect customers: satisfaction +ith the restaurant. This
) information might help them decide the types of foods/ services/ facilities and improvements that could ,e made ,ased on the perspectives of their customers. Future researchers. The results of this study have further implications for future research. esearchers may use this study as a ,asis in developing future studies on floating restaurants.
Co!c&/$a* Fra(&0ork
The frame+or7 for this study is ,ased on a Input9Process9%utput model that originated in systems thin7ing. Figure ( sho+s the conceptual paradigm of the study. The !/$ -ara)*& include; the perception of the customers on restaurant attri,utes of Isdaan Floating estaurant as to service9related attri,utes/ food9related attri,utes/ and atmosphere9related attri,utes? the level of satisfaction of the customers +ith Isdaan Floating estaurant? and the repeat patronage intention of the customers of Isdaan Floating estaurant. The /roc& includes; identification and sampling of the study participants/ conduct of surveys/ statistical analysis of data and interpretation and d iscussion of results. The final component of the IP% model is the o$/$ or the ultimate goal of this study 9 the relationship ,et+een level of customers: satisfaction +ith Isdaan Floating estaurant and customers: repeat patronage intention.
@ Figure 1. The Conceptual Paradigm
INPUTS
PROCESS
OUTPUT
Profle o Customers $he Relationship o Isdaan Identifcation bet#een Floating "eel Restaurant and o sampling Customers% o the Satisaction study participants #ith Isdaan Floating Re Age Gender Conduct o sureys Occupation Monthly amily income Statistical analysis o data Perception o the Customers on Restaurant Attributes Interpretation o Isdaan Floating and discussion Restaurant o results Serice!related attributes Food!related attributes Atmosphere!related attributes "eel o Satisaction o the Customers #ith Isdaan Floating Restaurant Repeat Patronage Intention o the Customers o Isdaan Floating Restaurant
Sco/& a!" L($a$o! o# $%& S$"'
The sampling frame consisted of customers of the Isdaan Floating estaurant of Calauan/ Laguna only. A sample of (00 customers of Isdaan Floating estaurant +ill serve as the study participants. The participants should ,e at least ( years of age since they have some level of maturity to ans+er the !uestions provided in the !u estionnaire.
B The scope of the study +ill include the perception of selected customers on restaurant attri,utes of the Isdaan Floating estaurant/ the level of customers: satisfaction +ith Isdaan Floating estaurant/ the repeat patronage intention of the customers of Isdaan Floating estaurant. A survey instrument +ill ,e used to gather information +ith the target participants.
D&#!$o! o# T&r(
The follo+ing terms are defined operationally as they are used in this study; C$o(&r a$#ac$o! is the participant:s fulfillment response or -udgment from
the product or service attri,utes of Isdaan Floating estaurant. It is an overall post9 purchase evaluation of the participant +hether the restaurant has performed relatively +ell or poorly ,ased on the restaurant attri,utes. F*oa$!g r&$ara!$ refers to a vessel/ usually a large steel ,arge/ used as a
restaurant on +ater. R&/&a$ /a$ro!ag& !$&!$o! is a post9dining ,ehavioral intention or repeat visit
intention +hich is lin7ed +ith satisfaction ,ehavior in a restaurant setting. R&$ara!$ a$$r)$& refer to the different factors or features of the restaurant
that influence consumer satisfaction classified into service9related attri,utes/ food9related attri,utes/ and atmosphere9related attri,utes.
CHAPTER II LITERATURE RE1IE2
This section of the study presents the revie+ of related literature and studies +hich the researchers eamined and found significant to the present study. They are revie+ed to give a clear ,ac7ground for the pro,lem under the study and also to provide supporting to the o,-ectives of this research +or7.
F*oa$!g R&$ara!$
A floating restaurant is a vessel/ +hich is usually a type of steel ,arge/ used as a restaurant on +ater. $ometimes retired ships 1commercial or +arships4 are given a second lease of life as floating restaurants. An eample of such a +arship is HM$ #elfast/ +hich +as converted to serve as a floating restaurant on the iver Thames in London. Floating restaurants are divided into t+o different types; fied floating restaurants/ +here the restaurants serve their customers in its fied location and customers can come through any time they +ant +ithout advanced reservation. The other type is the $ailing Floating estaurants 1$Fs4. $ailing Floating estaurants are slightly different from the fied version/ for +hile $Fs serve three fied meals 1lunch/ early dinner and late dinner4 they have specific sailing times and therefore/ customers must ,e on ,oard ,efore the sailing time 1A,delhamied/ '0((4. The first floating restaurants appeared in the typhoon shelter shortly after 2orld 2ar II. The longest esta,lished have ,een $ea Palace Floating estaurant +hich +as sold and to+ed to either the Philippines or Australia some years ago 1there are conflicting sources on this issue4 and the current t+o floating restaurants moored net to each other in the har,or/ &um,o Floating estaurant and Tai Pa7 Floating estaurant +hich are no+ under the same management and collectively 7no+n as &um,o Dingdom. The current restaurants do not actually EfloatE and are supported on concrete. $ome sections of the restaurants such as the 7itchens are modular and are occasionally to+ed a+ay for maintenance in local shipyards 1Hong Dong *tras +e,site/ n.d.4. The triple9dec7 &um,o/ ela,orately decorated in the theme of a Chinese Imperial Palace +ith pagodas and gold dragons is the largest floating restaurant in the +orld/
seating over '000 diners/ and rather d+arfs its smaller neigh,our to +hich it is lin7ed ,y +al7+ays. The original &um,o +as ,urnt do+n ,efore its opening in (( +ith a loss of over =0 lives. It +as re,uilt and finally opened in (B since +hen it has ,ecome +orld9 famous and attracted over =0 million visitors including many cele,rities. Famous diners include &ohn 2ayne/ Tom Cruise/ Cho+ Gun Fat/
P&rc&/$o! o# C$o(&r o! R&$ara!$ A$$r)$&
Literature and studies that focused on floating restaurant are very limited particularly on the perception of customers on restaurant attri,utes. The succeeding discussion +ill focus on perceptions of customers on different restaurant attri,utes grouped according to service9related attri,utes/ food9related attri,utes and atmosphere9 related attri,utes. Service related attributes
(0 $ervice !uality is one of the most critical factors influencing customer satisfaction and future ,ehaviors? service !uality has ,een etensively researched +ithin the service mar7eting field. $ervice !uality is often vie+ed from t+o perspectives; the customer:s cognitive evaluation of the service provided and a multidimensional construct created ,y an evaluation of attri,ute performance 1Parasuraman/ eithaml 3 #erry cited in A,delhamied/ '0((4. In a service contet/ service !uality can ,e defined as having t+o dimensions; functional service !uality and technical service !uality. Functional service !uality is associated +ith the interactions ,et+een the customer and service provider and ,et+een the customer and the processes through +hich the service is delivered. Technical service !uality refers to the !uality of the service output 1Clar7 3 2ood mentioned in A,delhamied/ '0((4. In restaurant settings/ functional service !uality relates to the employee:s performance/ +hereas technical service !uality is associated +ith food !uality. Previous studies have identified that these t+o dimensions of !uality perception 1service !uality and food !uality4 have a positive relationship +ith customer satisfaction 1Caruana/ Money 3 #erthon/ '000? am7ung 3 &ang/ '004. Hundreds of research had sho+n a num,er of attri,utes that consumers consider ,eing important +hen selecting restaurants. Liang and hang 1'004 studied the relationship ,et+een service !uality/ price fairness and customer satisfaction in student food service. esults have sho+n that the factors of highest impact are/ in order/ food variety/ price fairness and convenience. Ho+ever/ service !uality is the most important factor of overall customer satisfaction. Ho+ever/ interaction and environment are not found to ,e significant.
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Food-related attributes
In a num,er of empirical studies/ food !uality has emerged as the most important determinant of customer satisfaction 1am7ung 3 &ang/ '00? Peri/ '00B? $ule7 3 Hensley/ '00)4. am7ung and &ang 1'004 reported in Lim 1'0(04 investigated into the relative factors that constitute food !uality as follo+s; presentation? health options? taste? freshness? variety? and temperature. According to g 1'00@4 among all the possi,le determinants of customer satisfaction in restaurants/ studies have found that food !uality is rated as the most po+erful predictor of customer intent to return. In studies of ,oth fast food restaurants and Chinese restaurants/ food !uality +as ran7ed as one of the most important determinants of a customer:s decision to return to a given restaurant. $ule7 and Hensley 1'00)4 conducted a case study related to a full9service restaurant. They discovered that of all the components in a full9service restaurant/ food !uality is the most important. Although a customer evaluates multiple attri,utes +hen determining food !uality/ he or she is really -udging three general food characteristics 9 namely safety/ appeal/ and dietary accepta,ility.N Mattila 1'00(4 considered food !uality a 7ey predictor of customer loyalty in casual9dining restaurants. am7ung and &ang 1'004 evaluated the relationships of individual attri,utes that constitute food !uality 1e.g. food presentation/ menu variety/ healthy options/ taste/ food freshness and temperature4 +ith customer satisfaction and ,ehavioral intentions. The findings indicated that food presentation/ taste and temperature
(' +ere significantly related to customer satisfaction/ +hereas food presentation/ taste and healthy options +ere significant predictors of ,ehavioral intention.
Atmosphere-related attributes
In service settings such as restaurants and hotels/ the atmosphere in +hich the service ta7es place may ,e crucial in determining the customer:s perception and satisfaction +ith the service encounter. $ule7 and Hensley 1'00)4 proved that atmosphere of the dining area +as a significant predictor of satisfaction in the overall dining eperience. University dining facilities have ,egun to emphasie dOcor/ music/ and lighting as a selling point to customers. This helps to create an epectation of the dining eperience. Hence/ it is rational to ,elieve that the customer:s perceptions of service !uality and a restaurant:s atmosphere may ,e influential in determining their return intentions. "u,e et al. as cited ,y g 1'00@4 revealed that all of the elements such as atmosphere/ helpful server/ attentive server/ menu variety/ +aiting time/ consistent food/ and tasty food/ had a significant influence on diners: intent to return to the restaurant. Goo 1'0('4 conducted a cross cultural study on customer perceptions of restaurant cleanliness The appearance of the restaurant interior +as the fifth most important factor for the Asian sample and the sith most important factor for the 2estern sample. This includes cleanliness of ta,le cloths/ +indo+s and +indo+sills/ floor and carpet and food contact surface and open 7itchen. Although this factor +as found to ,e not statistically significant overall/ ta,le cloths +ere found to ,e one item that +as statistically
(= significant. In this factor/ ecept for the food contact surface/ the Asian sample had higher means in the other four restaurant interior items 1Goo/ '0('4.
C$o(&r3 Sa$#ac$o! 0$% R&$ara!$ A$$r)$&
() yu and Han 1'0(04/ +ho eamined that !uality of food/ +hich includes taste/ nutritional value/ and visual appeal is a significant predictor of customer satisfaction in the !uic79casual dining sector. The findings also support and share similar results to the study ,y am7ung and &ang 1'004 +hich conclude that food !uality and satisfaction play an important role in determining customer ,ehavioral intentions to+ard restaurants. Their study reconfirms that high !uality food is a 7ey component of running a successful family restaurant. Haghighi et al. 1'00B4 investigated the factors affecting customer loyalty in the restaurant industry. The o,tained results sho+ that food !uality/ service !uality/ restaurant environment/ and perception of price fairness had a positive impact on customer satisfaction/ ,ut the impact of restaurant location on customer satisfaction +as not confirmed. Also/ the results sho+ that food !uality is the most important factor affecting customer satisfaction and trust in #oof Chain estaurants. It +as revealed that restaurant management should ta7e into particular consideration the taste/ appearance/ and presentation of food/ food healthiness/ and also try to increase food diversity in order to cover various tastes of different customers. g 1'00@4 emphasied that appropriate portion sie of food/ taste/ eye appeal of the food/ freshness of the food/ nutritional content of the food and variety of menu options are important in customer satisfaction and return intention in university dining facilities. Gu7sel and Gu7sel 1'00'4 found out that the availa,ility of local dishes is preferred ,y customers as part of their dining eperiences. In restaurant settings/ service !uality has ,een found to ,e important in determining customer satisfaction and return intention as +ell.
(@ Gu7sel and Gu7sel:s 1'00'4 study a,out tourist satisfaction +ith restaurant service stated that Jservice environment holds a central role in shaping the nature of customers: ,ehavior/ their reactions to places and their social interactions. Customers are li7ely to spend their time and money in an esta,lishment +here the service environment prompts a feeling of pleasure.K In the research of A,dullah and oario 1'0(04 the varia,le !uality of place6am,ience of restaurant is measured through customers: perceived satisfaction +ith comfort of the place/ noise level/ appearance/ temperature/ cleanliness and layout of furniture in the cafeteria. Hensley and $ule7 1'004 also agree that customer perceptions may ,e influenced +ith proper lighting/ temperature and comforta,le furnishings. #enhura et al. 1'0('4 found out that the attendants of private food outlets at the University of im,a,+e to customers did not greet customers or smile to them. This may loo7 minor/ ,ut the implication is that the organiation loses ,usiness to competitors. Poor service !uality increases customer dissatisfaction and the li7elihood that customers dine at a competitor and ,ecome an active companion in persuading others to go else+here 1yu et al./ '0('4. In another study of Min and Min 1'0((4/ it +as noted that +aiting time/ staff attitude/ food !uality and variety significantly affect customer satisfaction. The canteen may lose customers ,ecause there is no effective method for customers to share their vie+s on the service provided and the !uality epected. The canteen staff needed to appreciate that !uality is measured against customers: epectations.
R&/&a$ Pa$ro!ag& I!$&!$o! o# C$o(&r ! a R&$ara!$
(B Customers fre!uently develop an attitude a,out a provider ,ased on their product or service eperiences. %liver 1(4 descri,ed this attitude as a fairly sta,le li7e or disli7e of the product or service. $he indicated that this attitude is strongly related to the customers: intentions to repatronie the service or product and to use positive +ord9of9 mouth endorsements. In this sense/ %liver 1(4 defined ,ehavioral intentions 1i.e./ repurchase and +ord9of9mouth intentions4 as a stated li7elihood to engage in a ,ehavior:. It is true that repurchase intention is a critical part of such attitudinal or ,ehavioral constructs/ it should not merely ,e characteried ,y a positive attitude to+ard a provider/ ,ecause customers often engage in repeat purchasing ,ehaviors +hen there is no psychological ,ond. Although the definitions of customer satisfaction vary in the literature/ researchers generally agree that an essential element underlying customer satisfaction is an evaluation process 1#ac7 3 Par7s/ '00=? Ladhari/ #run 3 Morales/ '004. The over+helming num,er of studies of customer satisfaction outcomes in the food service industry indicates a positive relationship ,et+een customer satisfaction and repurchase intention 1A,delhamied/ '0((4. A recent study of A,delhamied 1'0((4 +hich investigates customer perceptions of floating restaurants in *gypt and the 7ey restaurant attri,utes affecting customer satisfaction and repeat patronage intention provided evidence for the direct effect of service !uality and satisfaction on repatronage intention. Customer satisfaction emerged as a stronger predictor of repatronage intentions in the restaurant setting. Lim 1'0(04 argues that +hile the !uality of food and service is paramount/ a pleasing atmosphere may contri,ute to even a greater level of overall satisfaction of the
( customer and his6her su,se!uent patronage. He stresses that environmental elements in the restaurant have a huge impact on the emotional responses and ,ehavior of customers. These environmental elements include lighting/ music/ temperature/ scent/ smell and furnishing. $oderlund and %hman 1'00@4 assessed the role of intentions as a lin7 ,et+een satisfaction and repatroniing ,ehavior in a restaurant setting/ and found that customer satisfaction is significantly related to t+o specific intention constructs; intentions as epectations and intentions as +ants. In the study of customer epectation factors/ $oriano 1'00'4 found that after !uality of food/ !uality of service +as ran7ed the second most important factor in determining the customer:s decision to return to the restaurant. Then/ the study of the measurement of tourist satisfaction +ith restaurant service/ a segment9,ased approach indicated that there +ere different segments see7ing different ,enefits 1Gu7sel 3 Gu7sel/ '00'4. Gu7sel and Gu7sel 1'00'4 found that service !uality had the most significant effect on dining satisfaction at the aggregate mar7et level. Divela/ In,a7aran/ and eece 1'0004 found that convenience is also a significant issue in determining return intentions. $oriano 1'00'4 mentioned that the importance of a comforta,le atmosphere +ill continue to increase +ith time. Therefore/ the most important thing is design and concept.
S'!$%&
This chapter revie+s studies and literatures of specific attri,utes of restaurants that contri,ute to customer satisfaction and repeat patronage intentions. These
( characteristics are grouped according to service9related attri,utes/ food9related attri,utes and atmosphere9related attri,utes. This study ma7es important contri,utions to+ards understanding the customers perception/ satisfaction and repeat patronage intention in a floating restaurant. $ome findings revealed that the most influential factor for consumers in restaurants +as food !uality +hile other studies sho+ed that dimensions of service !uality and atmosphere of the restaurant are very important for consumers. This study +ill revie+ previous studies and literatures +ith regards to attri,utes of restaurants and food service operations that satisfy customers and influence their repeat patronage intentions. It is the goal of the researchers to use the findings of these scholars to lend support to the results of the current study.
CHAPTER III METHODOLOG4
This chapter presents the research design/ population/ participants of the study/ instrumentation/ validation of instrument/ data gathering procedure and the methods of analysis.
(
R&&arc% D&g!
A descriptive9 correlational research design utiliing !uantitative method to descri,e the perception/ satisfaction and repeat patronage intention of customers of Isdaan Floating estaurant shall ,e used in this study. According to $huttle+orth 1'004/ the purpose of descriptive9correlational research is to determine the relations among t+o or more varia,les. "ata are gathered from multiple varia,les and correlational statistical techni!ues are then applied to the data. After the important varia,les have ,een identified/ the relations among those varia,les are investigated.
Sorc& o# Da$a
The sampling frame consists of customers of the Isdaan Floating estaurant of Calauan/ Laguna only. A total of (00 customers of Isdaan Floating estaurant +ill serve as the study participants. The participants should ,e at least ( years of age since they have the level of maturity to ans+er the !uestions provided in the !uestionnaire. Convenience sampling techni!ue +ill ,e employed in the selection of participants for this study.
Par$c/a!$ o# $%& S$"'
The participants of this study +ill ,e a convenience sample of (00 customers of the Isdaan Floating estaurant. The criteria for the selection of participants include; (4 a
'0 person +ho dines at Isdaan Floating estaurant during the time of survey/ and '4 ( yea rs old or older.
Da$a Ga$%&r!g Proc&"r&
Permission to conduct surveys +ill ,e o,tained from the esearch Adviser/ Thesis Coordinator and the Associate "ean of CITHM. After o,taining permission/ surveys +ith the respondents +ill ,e administered on August '0() . Prior to the study initiation/ approval +ill ,e gained from the management of Isdaan Floating estaurant after visiting the manager and eplaining the purpose of the study. %nce approval is granted/ the target customers +ill ,e approached to participate in this research. A !uestionnaire +ill ,e used to gather data and eamine customers: perceptions of the Isdaan Floating estaurant. The target customers +ill ,e surveyed after dining at the Isdaan Floating estaurant. The researchers +ill +ait for the participants to complete the survey instrument since there is a slim chance of retrieving the !uestionnaire after he6she has left the place.
R&&arc% I!$r(&!$a$o!
The survey !uestionnaire prepared ,y the researchers +ill ,e used as main gathering tool +hich consists of three parts; Part I Q #ac7ground Information/ Part II Q Perception on estaurant Attri,utes/ Part III Q Customers $atisfaction +ith Isdaan Floating estaurant/ and Part I5 Q epeat Patronage Intention. 1a*"a$o! o# I!$r(&!$
'( This instrument +ill ,e developed and validated using three sources? the relevant literature revie+/ the panel of eperts from CITHM/ and industry managers to chec7 the items for content validity/ design/ layout/ +ording/ and measurement scales. The researchers +ill as7 the help of three faculty mem,ers of CITHM to validate the !uestionnaire. The suggestions and comments of these eperts +ill ,e considered in the improvement of the !uestionnaire.
Da$a A!a*'
The survey !uestionnaire is a !uantitative type method 1predefined !uestions and formatted in standardied !uestionnaires4 that provides access to !uantitative information. A @9point Li7ert response +ill ,e used to measure o,-ectively the perceptions/ satisfaction and repeat patronage intention of the participants +ith Isdaan Floating estaurant. To interpret the perception of the participants +ith restaurant attri,utes of Isdaan Floating estaurant/ the follo+ing scale parameters +ill ,e used; @ Q *cellent ) Q A,ove average = Q Average ' Q #elo+ Average ( Q Poor To interpret the satisfaction of the participants +ith attri,utes of Isdaan Floating estaurant/ the follo+ing scale parameters +ill ,e used; @ Q 5ery $atisfied
'' ) Q $atisfied = Q $ome+hat $atisfied 6 "issatisfied ' Q "issatisfied ( Q 5ery "issatisfied To determine the repeat patronage intention of the participants/ the follo+ing scale parameters +ill ,e used; @ Q $trongly Agree ) Q Agree = Q $ome+hat Agree6"isagree ' Q "isagree ( Q $trongly "isagree
S$a$$ca* Tr&a$(&!$ o# Da$a
"escriptive statistical tools +ill ,e used in ans+ering the o,-ectives of the study. Fre!uency counts/ percentages and +eighted mean scores +ill ,e computed to present the present the perception/ satisfaction and repeat patronage intention of the participants in reference to the specific restaurant attri,utes of Isdaan Floating estaurant.
REFERENCES
A,delhamied/ H.H.$. 1'0((4. Customers: perceptions of floating restaurants in *gypt. Anatolia – An International Journal of Tourism and Hospitality Research, 221(4/ (9(@. A,dullah/ ". . M. A. and oario/ F. 1'0(04. Influence of $ervice and Product uality to+ards Customer $atisfaction; A Case $tudy at the $taff Cafeteria in the Hotel Industry. International Journal of Human and Social Sciences 14/ )@)9)@.
'= #ac7/ D./ 3 Par7s/ $. 1'00=4. A ,rand loyalty model involving cognitive/ affective/ and cognitive ,rand loyalty and customer satisfaction. Journal of Hospitality and Tourism Research, 2! 1)4/)(Q)=@. #enhura/ C./ yagura/ $.F./ "a7+a/ 5./
Dong *tras +e,site. 1n.d.4. Floating restaurants. http;66+++.hong7ongetras.com6Sa,erdeen.html
etrieved
from
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A//&!"5 A SUR1E4 6UESTIONNAIRE
'B L4CEUM OF THE PHILIPPINES UNI1ERSIT47 CA1ITE Co**&g& o# I!$&r!a$o!a* Tor( a!" Ho/$a*$' Ma!ag&(&!$
Dear Respondent ,
7e are fourth year college students of the 8yceum of the Philippines /ni"ersity 3 Ca"ite ta)ing up achelor of Science in Cruise 8ine 9perations in Hotel Ser"ices. 7e are currently conducting our thesis entitled Customers’ Perceptions of Floating Restaurant !he Case of "sdaan Floating Restaurant of Calauan# $aguna . In "ie of this, e are in"iting you to participate in this study. 7e ould 4e grateful if you could spare some of your "alua4le time to fill in the :uestionnaire. The sur"ey ould ta)e appro;imately &<3& minutes. All information o4tained from this study ill 4e )ept confidential.
Than) you "ery much for your cooperation and participation= Sincerely, T%& R&&arc%&r
' I. BACKGROUND INFORMATION
(. ame 1optional4; SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS '. Age; '09=0
)(9@0
=(9)0
@0 or older
=.
Female
). %ccupation; $tudent
*mployed in the government
etired
Privately employed
$elf9employed6#usiness person %thers/ specify SSSSSSSSSSSSSSSSSSSSSSSSS @. Monthly family income 1in peso4 Php (0/000 or less
Php '@/00(9=0/000
Php (0/00(9(@/000
Php=0/00(9=@/000
Php (@/00(9'0/000
Php=@/00(9)0/000
Php '0/00(9'@/000
Php)0/00( or higher
II. P&rc&/$o! o# C$o(&r o! R&$ara!$ A$$r)$&
Please rate the different attri,utes of Isdaan Floating estaurant using the rating scale ,elo+; ating scale; @ Q *cellent ) Q A,ove average = Q Average ' Q #elo+ Average ( Q Poor
' S&r-c&7r&*a$&" A$$r)$&
8 9 ; <
' (. '. =. ). @.
Attentive staff *fficient service $ympathetic handling of complaints $taff appearance estaurant has personnel +ho seem +ell9trained/ competent and eperienced B. "ependa,le and consistent service . estaurant has staff +ho are 7no+ledgea,le of the menu items . Par7ing convenience Foo"7r&*a$&" a$$r)$& . 5ariety of menu items (0. Food freshness ((. Taste of food and portion ('. 5ariety of food items (=. Availa,ility of healthy dishes (). Availa,ility of local dishes (@. Food temperature (B. Food presentation Prc& a!" 1a*& (.
III.
Sa$#ac$o! 0$% A$$r)$& o# I"aa! F*oa$!g R&$ara!$
=0
Please indicate your satisfaction +ith the different attri,utes of Isdaan Floating estaurant using the rating scale ,elo+; @ Q 5ery $atisfied ) Q $atisfied = Q $ome+hat $atisfied 6 "issatisfied ' Q "issatisfied ( Q 5ery "issatisfied Sa$#ac$o! I$&( 8 9 ; < (. Ho+ satisfied are you +ith the service9related attri,utes of Isdaan Floating estaurant> '. Ho+ satisfied are you +ith the food9related attri,utes of Isdaan Floating estaurant> =. Ho+ satisfied are you +ith the atmosphere9related attri,utes of Isdaan Floating estaurant> ). 2hat is the your satisfaction from the overall service you received from Isdaan Floating estaurant>
I1.
R&/&a$ Pa$ro!ag& I!$&!$o! o# $%& C$o(&r o# I"aa! F*oa$!g R&$ara!$
Please indicate the etent of your agreement or disagreement on the follo+ing statements using the rating scale ,elo+; @ Q 5ery $atisfied ) Q $atisfied = Q $ome+hat $atisfied 6 "issatisfied ' Q "issatisfied ( Q 5ery "issatisfied
8 9 ; <
=( (. I +ill come again to this restaurant. '. This floating restaurant +ill ,e my first choice +hen I decide to dine out. =. I +ill certainly recommend this floating restaurant to friends and relatives. ). I +ould pay a higher price than the other restaurants: charge for the dining eperience I received from this floating restaurant. @. I +ill certainly visit this floating restaurant in the near future.
APPENDI= B
