The Effect of Customer Service Towards Consumers’ Behavior on Restaurants

This study assessed the level of customer service and consumer behavior in restaurants in Santo Tomas, Davao del Norte. This study utilized a descriptive-correlational research design, which was used to determine the relationship between the two variables. The participants of this study were 191 consumers in restaurants in Santo Tomas, Davao del Norte, who were selected using a random sampling technique. Two sets of adapted questionnaires were utilized to collect information from respondents. The findings of this study revealed that the level of customer service in terms of product quality, service quality, and ambiance/atmosphere was very high. The result indicated that product quality was the common factor consumers considered in the restaurants. Also, the investigation found that the level of consumers’ behavior in terms of satisfaction with the food, satisfaction with the establishment, trust, and loyalty to restaurants was revealed very high. It shows in the result that trust got the highest mean over other consumers’ behavior in restaurants such as satisfaction with the food, satisfaction with the establishment, and loyalty. In addition, the study found a significant connection between customer and consumer behavior. Therefore, it was suggested to maintain excellent customer service in restaurants. Consumers must also maintain their scope of knowledge regarding the importance of customer service especially when dining out in restaurants based on their preferences.