Customer Satisfaction in a Seafood Restaurant

Abstract:

Although there are many studies on customer satisfaction in the restaurant business, seafood restaurants have difficulties with freshness, friendliness, and service. In this premise, this study aimed to close this knowledge gap by offering helpful suggestions and guidance specifically suited for seafood restaurants. The research design employed was descriptive, aiming to assess the level of customer satisfaction in a seafood restaurant during the last quarter of 2023. A purposive random sampling technique was used to gather data over a one-week timeline, with a total of 300 respondents participating in the study. A researcher-made survey questionnaire served as the research instrument, and the data collected were analyzed using SPSS, employing frequency count, percentage, mean, and Mann-Whitney U test as statistical tools. The findings of the study reveal that the majority of respondents were female, younger, single, had higher levels of education, and lower family income. Age and sex had no significant impact on satisfaction with goods and pricing. However, civil status affected product satisfaction, while civil status, income, and education influenced price satisfaction. Customer service satisfaction was influenced by civil status and education. Civil status and income had a greater impact than age, sex, and education on restaurant amenities. Recommendations include conducting further research on customers' seafood preferences, aligning prices with expectations, improving customer service, and enhancing restaurant amenities such as lighting and temperature.

Keywords: Seafood Restaurant, product, price, customer service, restaurant amenities, Business, Marketing Plan, Negros Occidental, Philippines