The Influence of Service Quality on Customer Perception in Restaurant

This descriptive-correlational study investigated the link between service quality and customer preference in restaurants. Researchers recruited 270 customers from restaurants in Barangay Tibal-Og, Santo. Tomas and Davao Del Norte through stratified sampling. Two adapted questionnaires were employed to gather data. The analysis utilized mean, Pearson r, and standard deviation as statistical tools. The findings revealed that customer perception regarding facility aesthetics, ambiance, lighting, table settings, layout, and service staff was very high. Similarly, the results indicated that service quality, encompassing tangibles, reliability, responsiveness, assurance, and empathy, was also very high. These findings suggested a positive correlation between higher service quality corresponded to higher customer perception. Furthermore, the study identified a significant relationship between service quality and customer preference. Based on these results, it was anticipated that this study could motivate restaurant owners to implement more effective strategies. Specifically, areas like lighting and responsiveness, which emerged as the lowest-rated aspects in the study, could be targeted. By focusing on these areas, restaurant owners may further enhance the customer dining experience and ultimately ensure positive customer perception.