ABSTRACT
This study comprehensively investigated the interrelationships among service quality dimensions, customer satisfaction levels, and operational effectiveness in fast-food centers operating within Tandag City, Surigao del Sur, Philippines. Employing a mixed-methods sequential explanatory research design, quantitative data were gathered from 341 primary respondents—comprising 275 customers, 11 fast-food managers/owners, and 55 service staff—across 11 major fast-food establishments (including Crispy King, Dale Food, Goldbar Restaurant, Jollibee, Lasamgy, Mandarin, McDonald's, Minute Burger, Shacene Restaurant, Tuna Republic, and Uptown Coffee). Qualitative insights were simultaneously garnered through in-depth interviews with 16 key informants (managers, elderly customers, child customers, regular patrons, and service crew).
Quantitative assessments revealed that the overall service quality across five key SERVQUAL dimensions (Tangibility, Reliability, Responsiveness, Assurance, and Empathy) was rated at a 'Greatest Extent' (Overall Weighted Mean = 4.59). Assurance emerged as the highest-performing dimension (WM = 4.65), while Responsiveness ranked lowest (WM = 4.55). Customer satisfaction across six domains (Speed of Service, Food Quality, Customer Care and Relations, Pricing, Ambiance, and Safety and Security) attained an overall rating of 'Very Satisfied' (Overall Weighted Mean = 4.59). Food Quality received the highest satisfaction (WM = 4.64), whereas Ambiance received the lowest relative score (WM = 4.57). Operational effectiveness was similarly rated as 'Very Effective' (Overall WM = 4.61), led by Inventory Control (WM = 4.66) and workforce management.
Hypothesis testing via Pearson r correlation demonstrated highly significant positive relationships between service quality dimensions and operational effectiveness (r = 0.842, p < 0.01), as well as between customer satisfaction and operational effectiveness (r = 0.815, p < 0.01), rejecting both null hypotheses (HO1 and HO2). Qualitative findings underscored lived experiences regarding rush-hour service bottlenecks, food temperature consistency, and physical seating constraints. Based on these findings, an actionable, multi-phase Strategic Intervention Plan is proposed to optimize service workflows, digitalize inventory/order systems, and elevate staff training standards.
Keywords: Service Quality, SERVQUAL Model, Customer Satisfaction, Operational Effectiveness, Fast-Food Industry, Tandag City, Surigao del Sur, Intervention Plan
INTRODUCTION
The global fast-food industry has experienced unprecedented growth over recent decades, fueled by rapid urbanization, changing lifestyle demands, and an escalating consumer preference for quick, accessible, and affordable dining solutions. In modern society, quick-service restaurants (QSRs) are no longer merely convenience-driven alternatives; they have become vital social hubs and key contributors to local commercial economies. As market density increases and consumer discernment heightens, maintaining superior service quality and sustaining high levels of customer satisfaction have become essential imperatives for commercial survival and long-term business viability.
Service quality serves as the bedrock of customer perception in hospitality environments. Parasuraman, Zeithaml, and Berry (1990) established the seminal SERVQUAL framework, which evaluates service excellence across five standardized dimensions: tangibility, reliability, responsiveness, assurance, and empathy. Contemporary quick-service literature (Ryu et al., 2010; Kim et al., 2020) continues to affirm that consistent, high-standard execution across these five pillars directly correlates with heightened customer contentment and brand loyalty. Parallelly, Oliver's (1997) Expectancy-Disconfirmation Theory posits that satisfaction is a cognitive and affective response arising from the comparison between pre-consumption expectations and real-time perceived performance. In fast-paced dining sectors, operational factors such as order fulfillment speed, meal flavor consistency, ambiance comfort, pricing fairness, and physical safety exert immense influence on overall customer evaluation.
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