Credits To The Owner

Factors Affecting Resto-bar Customer Satisfaction: Imperatives
for Philippine Restaurateurs Pursuing Repatronage

Ma. Josephine E. Inocencioa, Jeanette Angeline B. Madambab, Loida E. Mojicac, Normito
R. Zapata, Jr.d
a
Ropali Corporation, Philippines
b
Department of Agribusiness Management and Entrepreneurship, University of the Philippines Los Banos, Philippines
c
d
Received 30 May 2016, Revised 13 June 2016, Accepted 22 June 2016
Abstract
In a highly competitive sector such as the restaurant industry, entrepreneurs find it difficult to
keep afloat as they encounter constantly changing customer tastes and preferences. Utilizing a
face-to-face customer satisfaction survey of 96 customers of a Philippine resto-bar, this study
focuses on evaluating the level of customer satisfaction in a Philippine resto-bar and
determining which dining attributes or factors affect customer satisfaction. Results show that
while the resto-bar customer satisfaction ratings were highest for variety of menu and for
some food and beverage offerings factors such as food presentation and freshness and
temperature of food items, customer satisfaction ratings were quite low for other factors such
as coldness of beverages, food palatability, waiting time, appropriateness of price of food and
beverage offerings and promotional discounts. With respect to dining attributes or factors
which affect customer satisfaction, the study revealed that food and beverage offerings, value
for money and service are significant factors which are positively associated with customer
satisfaction while location and ambience in general are not significant factors affecting
customer satisfaction.
Keywords: Customer Satisfaction, Philippines, Repatronage, Resto-bar, Service Quality

JEL Classifications: L83, M31
Ⅰ. Introduction devoted to quality and customer satisfaction in

view of their utmost importance in firm success
and survival. Customer satisfaction and quality
Amidst a competitive market, firms strive for
are among the global issues plaguing
ways to hold on to market share or to even
organizations and the restaurant industry is no
snag more of it. Considerable research has been
a
First Author, E‐mail: [email protected]
b
Corresponding Author, E‐mail: [email protected]
c
Co‐Author, E‐mail: [email protected]
d
Co‐Author, E‐mail: [email protected]
2016 The Korea International Trade Research Institute. All rights reserved.
Electronic copy available at: https://ssrn.com/abstract=2962410

Journal of International Trade & Commerce Vol. 12, No. 3, June 2016
exception Yap and Kew, 2007 . The restaurant Parasuraman, Zeithaml and Berry 1985
business is seen as a relevant yet neglected originally viewed this concept Yap and Kew,
topic of study Kivela, Inbakaran and Reece, 2007 . Food safety and cleanliness, taste and
1999 . In their study, Yap and Kew 2007 freshness or food quality, value for money and
concluded that quality and customer clean preparation were the top attributes
satisfaction showed a direct positive effect on customers looked for in the case of off‐premise
the repatronage intentions of customers dining services Villamayor, 2007 . Other
patronizing restaurants in Malaysia. important attributes identified by Villamayor
Results in a study conducted by Allegra 2007 include availability of products, packaging,
Strategies Limited 2013 revealed that 10% of proximity and variety of food/beverage choices.
respondents identified bar or pub restaurants Cruz 2003 and Quizon 2012 on the other
as one of the fastest growing food and beverage hand stated in their respective studies on coffee
business types in 2020. The success of bar and shops that value for money, excellent coffee and
restaurant enterprises is very evident food quality, convenient location and good
especially in the Philippines where almost ambience “homey” atmosphere were the dining
every town or city has one or more of this type attributes that customers looked for and
of restaurant. A bar and restaurant, or prompted them to return.
resto‐bar, is a retail food service establishment
that serves alcoholic, non‐alcoholic, and mixed 1. The Global Restaurant Industry
drinks for consumption on the premises. Food
and beverages can be served simultaneously or According to the data reported by
the drinks first before the food, or the other ReportLinker 2013 gathered thru Data
way around Rojo, 2008 . Similar to a bar, Monitor, the global restaurant industry was able
resto‐bars also have “happy hours” and mostly to generate revenue of almost US $1.6 trillion in
operate at late afternoon until dawn. “Happy 2010. In the same report, the expected value of
hours” or late night programs are done in order the global food and beverage service industry
to attract more customers and add revenues by will reach US $992 billion in 2014 with a volume
reducing the prices of food and beverage of 586 billion transactions. Projected growth of
offerings. Resto‐bars offer a full array of food the global restaurant industry is expected to slow
options unlike that of a bar in which food down yearly for five years, and in 2015, the
options are limited to finger foods and snacks. expected revenue in the global restaurant
Dining attributes in such resto‐bars essentially industry is seen at US $1.8 trillion.
remain unexplored upon an examination of The Asia‐Pacific region has the highest
existing literature, most specifically as these market share in the global food and beverage
relate to service quality and customer service industry, grabbing 43% of the market
satisfaction. share. While the United States of America
Service quality was perceived as a function captured almost half of the global market share
covering the gaps between expectation and in terms of the fast‐food industry, it merges
performance along with restaurant attributes like with the European Union and Asia‐Pacific
food quality, service transaction, environment, regions to take hold of the market in the global
convenience issues and its overall images as mobile food services industry ReportLinker,
Electronic copy available at: https://ssrn.com/abstract=2962410

Factors Affecting Resto-bar Customer Satisfaction: Imperatives for Philippine Restaurateurs Pursuing Repatronage
2013 . size is 92, the authors opted to use a total of

96 respondents who are current customers of
the resto‐bar.
Ⅱ. Study Objectives and Descriptive statistical analysis was used for
the profile of the respondents and to determine
Methodology
the points for improvement relative to the
different attributes. Frequency counts and
This study attempts to contribute to the percentage distribution were also utilized in
extant literature on customer satisfaction by order to evaluate the current market of the
focusing on a specific type of restaurant a business and analyze the factors. Mean ratings
resto‐bar in another location: metropolitan were used in determining the standard
Manila in the Philippines. A customer satis‐ responses for each question. These were
faction survey was crafted to evaluate the level utilized in determining the average mean rating
of satisfaction of resto‐bar customers and for questions with a specified scale.
determine which dining attributes affect Each scale has a corresponding weight, thus,
customer satisfaction and therefore, impact on 1 strongly disagree; 2 somewhat disagree;
customer retention though repatronage. This 3 neutral; 4 somewhat agree; and 5 strongly
survey includes the demographic profile of the agree. For the ratings scale used from 1 to 10,
respondents, top dining attributes extracted the corresponding satisfaction levels were as
from the review of related literature conducted, follows: 1 extremely dissatisfied, 2 not at all
and measures of overall satisfaction of satisfied, 3 very dissatisfied, 4 dissatisfied,
customers. Questions were of several types: 5 fairly dissatisfied, 6 neither satisfied nor
close‐ and open‐ended questions, objective type dissatisfied, 7 fairly satisfied, 8 satisfied,
of questions wherein the respondents have to 9 very satisfied, 10 extremely satisfied, as
rate from a specified scale, multiple‐choice adapted from Happiness in Nations
questions, and subjective type of questions in Veenhoven, 1993 .
which space in the questionnaire was provided The formula for satisfaction rating, on the
for respondents to explain their answers and other hand, was adapted from a study
state suggestions or complaints. conducted by Overseas Chinese Association for
Since the study covered customer satis‐ Institutional Research 2010 in anticipation of
faction, only the current customers of the reporting the results by excluding the neutral
resto‐bar served as survey respondents. The responses. Satisfaction ratings were computed
authors used a convenience sample to get as follows:
survey responses. According to the owners of
the business, with the average number of daily Satisfaction rating frequency of positive
customers at half of their seating capacity, the responses total number of respondents
resto bar’s seating capacity is 98, thus an frequency of neutral responses
average of 49 customers patronize the resto‐bar frequency of negative responses total
every day for six days. The total population is number of respondents frequency of
therefore estimated to be 1,176 customers. neutral responses
Using Slovin’s formula, though the sample
Spearman’s correlation coefficient and 0.1 |V| 0.19 weak association;

Cramer’s V were used to determine the 0.2 |V| 0.29 moderate association
relationship between the different dining and;
attributes and customer satisfaction. In addition, |V| 0.30 strong association.
Spearman’s correlation coefficient was used to
determine the relationship of the attributes with
customer satisfaction for the questions Ⅲ. Results and Discussion
answered using scales. Spearman’s correlation
coefficient was utilized because it was the most
appropriate tool given the nature of the data
1. Demographic Profile of the
which are mostly ordinal variables. It was also Respondents
used since the ratings and the numbers of
responses are not equal. The following 1.1. Gender
interpretation for the level of association was A total of 96 respondents comprised of 69
utilized: males and 27 females were interviewed. Clearly,
if r 0, the association is positive; the male respondents dominated in this
if r 0, the association is negative; category 72% compared to females 28% .
|r| 0.2 very weak association;
0.2 |r| 0.4 weak association; 1.2. Age
0.4 |r| 0.6 moderate association;
0.6 |r| 0.8 strong association; The respondents were asked to specify their
0.8 |r| 1.0 very strong association. age in the questionnaire and the lowest age
recorded was 19 while the highest was 48. The
In testing for the significance of association, median age is 26 years old. Majority of the
let: respondents were 26 15.63% , 30 13.54% ,
Ho: The two variables are independent; and 28 12.50% years old, respectively, while
Ha: The two variables are associated; and only 1.04% of the respondents belonged to the
Decision Rule: Reject Ho if p‐value α α 35 and 36 age groups. The mean age of the
0.05 . Otherwise, fail to reject Ho. respondents is 28.9792 or 29 years old.
Cramer’s V was used in determining the 1.3. Civil Status

strength of relationship between questions Seventy‐four out of the 96 respondents
answered using nominal variables and customer were single while the rest were married. More
satisfaction. It was utilized since this is the most than half of the respondents 77.08% were
appropriate tool for evaluating nominal single while 22.92% are married. This means
variables regardless of the number of responses that most of the respondents utilizing the
and ratings. The following interpretation for the service of the resto‐bar do not have a family
level of association was used: of their own yet which suggests the possibility
if V 0, the association is positive; that they will patronize the resto‐bar more
if V 0, the association is negative; often than those with spouses or families.
|V| 0.1 very weak association
1.4. Educational Attainment of the respondents is PhP 27,968.25 which is

within the PhP 25,000‐29,999 US $581‐697
Respondents were either still in college or
bracket.
college graduates. Although more than half of
the respondents were college graduates
56.25% , college undergraduates were also 2. Patronage Pattern of the
current customers of the resto‐bar, representing Respondents
43.75% of the respondents.
2.1. Type of Customer
1.5. Occupation The respondents were basically of two
The authors decided to group the answers of types, whether it was their first time to dine
the respondents into two occupation categories, in the resto‐bar or they have tried and
which were business process outsourcing BPO experienced the resto‐bar before. A total of 81
and non‐BPO employees since BPO employees out of the 96 respondents or 84.38% were
are perceived to keep late hours and therefore new customers as it was their first time to
may be more in need of resto‐bar services. BPO dine in the resto‐bar and avail of its offerings
employees include sales representatives, call and service. Only 15 respondents 15.63%
center agents, sales associates, and Information were former customers of the resto‐bar.
Technology IT support employees. Non‐BPO Although the resto‐bar has a lot of new
employees include engineers, photographers, customers as suggested by the majority of the
managers, entrepreneurs, bank tellers, dance respondents, it was also alarming to note that
instructors, teachers, web designers, pharmacist only 16% of the customers return to them
and consultant. which insinuates a low level of customer
Results revealed that the current customers satisfaction in a particular area or relative to
of the resto‐bar were BPO employees. This was the resto‐bar as a whole.
seen in the survey as 58 respondents 60.42%
were BPO employees while only 38 respondents 2.2. Frequency of Visit
39.58% were non‐BPO employees. The frequency of visit was tabulated only
for the 15 former customers. Five customers
1.6. Monthly Income Bracket 33.33% at most visit and utilize the products
Among the respondents, the monthly income and service of the resto‐bar once every two
bracket of PhP 20,000‐24,999 US $465‐481 months, while four respondents visit once
garnered the highest number of responses 33 every three months 26.67% and another
respondents or 34.38% . The lowest recorded four respondents patronized the resto‐bar
monthly income bracket is PhP 15,000‐19,999 once every two weeks 26.67% . This is
US $ 348‐465 with 10 respondents 10.42% somehow a good indication that most of their
belonging to this bracket while only one former customers return given a specified
respondent belonged to the highest recorded period of time. On the other hand, only two
monthly income bracket of PhP 50,000‐54,999 respondents 13.33% said that they visit the
US $ 1162‐1279 . The mean monthly income resto‐bar once a week.
2.3. Reservations necessarily mean that customers will make

reservations.
Survey results showed that only nine of the
respondents 9.38% made a reservation for
every visit while 87 respondents 90.63% did 3. Food and Beverage Offerings
not. Among those who made reservations for
The respondents were asked to enumerate
every visit, six respondents 66.67% answered
the food and beverages that they purchased on
that they made their reservations a day before;
a certain visit. Most of the respondents ordered
two respondents 22.22% made reservations
the common offerings and best‐sellers such as
the same day either in the morning or in the
French fries, sizzling hotdog, crispy pata pork
afternoon; and only one respondent 11.11%
knuckles , sizzling spicy squid, breaded tofu,
made reservation three days before.
calamares squid rings which are deep‐fried in
Experiences of the respondents when
batter and onion rings. They also order
making reservations were different. Six
signature dishes of the business, which are the
respondents said that their experience was fast
resto‐bar’s duly formulated nachos and spare
and very convenient. Another respondent said
ribs. As for beverages, respondents ordered
that even if they came late relative to the
buckets of assorted alcoholic beverages or a
reserved time slot, the reserved number of
bucket of Red Horse beer, fruit juices, iced tea,
seats was still available and the group was
and soft drinks. Other respondents ordered
accommodated immediately despite the several
beef tapa dried cured beef , grilled tilapia a
number of customers on a Friday night. On the
type of fish , baked mussels, sisig sizzling
other hand, a respondent said that it several
pork jowl, ear and shoulder with calamansi and
calls before someone from the resto‐bar picked
chili , sizzling bulalo a type of Filipino stew
up the phone. The one who answered the call
made consisting of beef shanks and marrow
seemed sleepy, according to one of the
bones , tapsilog a breakfast meal made of tapa
respondents.
together with garlic rice and fried egg , pancit
Eighty‐five percent of the total respondents
bihon a rice noodle dish and bangsilog a
who did not make a reservation were not
meal made of milkfish, garlic rice and fried
aware that the resto‐bar accepts reservations
egg .
while 15% were aware but did not make a
reservation.
3.1. On-time Availability of Food and
Aside from making the respondents aware
Beverage Orders
of the acceptance of reservations of the
resto‐bar, the respondents were also asked if Around 34 respondents 35.42% out of the
they would make a reservation on their next 96 respondents “somewhat agree” regarding the
visit. Fifty‐five percent of the respondents on‐time availability of food and beverages while
answered that they still would not make a 33 respondents 34.38% rated such as ‘strongly
reservation despite of their awareness that agree.’ However, there were 22 respondents
they could do so while 45% will make a 22.92% who were ‘neutral’ and seven
reservation on their next visit. This implies that respondents 7.29% answered ‘somewhat
awareness of accepting reservations does not disagree.’ This significant number of respondents
registering ‘neutral’ and ‘somewhat disagree’ highly acceptable strongly agree meaning the
responses put a downward pressure on the products were freshly served or fresh from the
average mean rating which registered at 3.9688. grill with proper temperature. Only 12.50% of
Even though the responses for ‘somewhat respondents answered ‘somewhat agree’ while
disagree’ were minimal, these still have an effect 3% of the respondents replied that they
against that of more positive measurements ‘somewhat disagree’. These responses show a
which means that these affect the satisfaction of good indication that the resto‐bar is doing well
customers concerning the availability of orders. in terms of serving good quality food with an
Despite this, the average mean rating means that average mean rating of 4.7813, as also seen in
the business strives to provide all orders as the 93.75% satisfaction rating. The respondents
possible to satisfy the customers. Overall, the said that the food served was fresh from the
satisfaction rating is 81.08% with respect to the grill and that it was hot upon serving. On the
on‐time availability of order. other hand, the respondents who answered
Most of the respondents said that the food ‘somewhat disagree’ had their food served late
they ordered were readily available and even food was no longer hot .
those that they did not order were also available. It appears from the results that temperature
On the contrary, other respondents commented can be really considered as a factor of
that they were not able to order what they acceptability as well as customer satisfaction in
wanted because the waiters told them they terms of the beverage service. Beverages must
cannot provide the order as of the moment, and be served very cold especially beer and soda
that they lacked ingredients even on peak days. to avoid skunking and oxidation. Majority of the
All the respondents who answered ‘somewhat respondents rated this criterion as ‘neutral’
disagree’ dined in at the resto‐bar on Thursday, 30.21% and ‘strongly agree’ 25% ; however,
Friday, and Saturday. While some of those who the number of respondents who answered
answered ‘neutral’ and ‘somewhat agree’ dined ‘somewhat disagree’ was comparably high
on the same days and others who responded 21.88% as they cited the beer not being cold
otherwise dined during the rest of the days of enough. Some bottles of beer in this case, were
the week. not served as cold as expected as customers
want these to be “ice cold”. Customers said they
3.2. Food and Beverage Quality need to request for more ice. The average mean
rating registered at only 3.5521. There is a low
Quality of food and beverages offerings was
level of satisfaction regarding the coldness of
measured using five questions and these include
beverages 31.34% .
freshness and temperature of food, coldness of
Food presentation, which is done to enhance
drinks, food presentation, the food being
the aesthetic appeal of food, includes plating,
palatable, and overall quality.
arrangement and appearance of the food upon
Freshness means that the food is newly
serving to customers. Forty‐six respondents
cooked, thus, the temperature of the food must
47.92% answered ‘strongly agree’ while 43
be hot. Regarding freshness and temperature of
respondents 44.79% rated ‘somewhat agree.’
food items, majority of the respondents
One respondent answered with ‘strongly
84.38% found the food being served to be
disagree’ because the plate relative to its food
presentation was too messy with all the sauces. menu variety while only 12 respondents
The average mean rating computed was 4.3854, 12.50% gave ‘neutral’ responses. The average
which means that the Resto‐bar is generally mean rating computed was 4.4583, meaning
doing well in terms of food presentation. The the respondents have a high level of satisfaction
satisfaction rating is 97.78% for food concerning the variety of menu which was also
presentation. validated by the 100% satisfaction rating.
The food being palatable or acceptable to
customer taste is one of the criteria in 5. Waiting Time
determining the quality of food. Approximately
41% of the respondents ‘somewhat agree’ The scale for waiting time was grouped into
about food being palatable at the resto‐bar and three: “about what I expected,” “a little longer
this is followed by 37% registering ‘neutral’ than I expected,” and “much longer than I
responses. The average mean rating was expected.” Each scale was assigned weights of
computed at 3.6458, which veers towards a 3, 2, and 1, respectively. Forty‐one respondents
more positive measurement. Only 16% of the 42.71% said that they waited much longer
respondents answered ‘strongly agree’ than they expected, while there were 36
indicating that the food was agreeable to their respondents 37.50% who said they waited
taste. The results provided a satisfaction rating just a little longer that what they expected.
of 77.05% for palatability. According to the Only 19 respondents 19.79% said their
respondents, the food tastes good but it does waiting time was “as what I expected.” Given
not have that special flavor. Some said that the ratings and weights, the average mean
certain food items had too much flavor, while rating was 1.7708, and the satisfaction rating
some said the food they ordered lacked flavor. is low at 20%, meaning that the business
When the respondents were asked about the should focus on shortening the waiting time.
overall quality of food and beverages, around In this case, majority of the respondents have
34 respondents 35.42% answered ‘somewhat a low level of satisfaction because their
agree’ while 28 responses 29.17% were expectations were not met. The frequency and
recorded each for both ‘strongly agree’ and percentage distribution of responses in ‘much
‘neutral’. Six respondents 6.25% ‘somewhat longer than I expected’ have the highest
disagree’ with the overall quality of food and number compared to the two other options.
beverages at the resto‐bar. This reflected an This should not be the case since the business
average mean rating of 3.8750. The satisfaction should be efficient in serving their customers.
rating for the overall quality of food and The results of this question about waiting time
beverages is 82.35%. proved that they need more workers especially
on peak days to cater to the demands and
4. Variety of Menu orders of the customers efficiently and
effectively.
More than half of the respondents 58.33%
said they ‘strongly agree’ with the wide variety 6. Willingness to Try Other Offerings
of menu items. Twenty‐eight respondents
29.17% said they ‘somewhat agree’ with The respondents were asked if they were
Table 1. Ratings of Some Factors under Food and Beverage Offerings

Factors Average Mean Rating Satisfaction Rating (%)
Availability of orders 3.9688 81.08
Freshness and
4.7813 93.75
temperature of food items
Coldness of beverages 3.5521 31.34
Quality of Food presentation 4.3854 97.78
food and
Food being palatable 3.6458 77.05
beverages
Overall quality 3.875 82.35
Variety of menu 4.4583 100
Waiting time 1.7708 20
willing to try other offerings other than what attribute since most of the respondents are
they ordered. Majority of the respondents generally satisfied in terms of the food and
82% said that they are willing to try while beverage offerings.
18% of the respondents said that they would
not try other items. 9. Points for Improvement
7. Serving Size The top three factors with the lowest average
mean rating and satisfaction rating are as
The resto‐bar currently has serving sizes follows: the food being palatable, coldness of
good for 2‐3 persons. More than half of the beverages, and waiting time Table 1 . These
respondents favored this, as they prefer the factors should be considered by the resto‐bar
current serving size instead of a serving size in order to meet the expectations of the
good for one person. Thus, about 41% chose customers, most particularly the waiting time
this option. since this has a negative relationship with
customer satisfaction. The average service
8. Satisfaction with Food and Beverage processing time should be shortened. Moreover,
palatability and temperature of beverages are
Offerings
quite easy to address since they just need to
As for the satisfaction of the respondents adjust in terms of storage and flavor.
to food and beverage offerings of the resto‐bar
as a whole, the responses are evenly
distributed with most respondents 27.08% Ⅳ. Value for Money
giving a rating of 9 or “very satisfied,” followed
by 25% of the respondents who gave a rating 1. Appropriateness of Price
of 7 or “fairly satisfied.” Only 8.33% of the
respondents gave a rating of 6 which is neither The respondents were asked three questions
satisfied nor dissatisfied. This means that the to identify if the prices for the food and
resto‐bar should at least maintain, if not, beverages were appropriate for the target
further improve its overall food and beverage market.
offerings, including the factors under this The first question tackled the appropriateness
of price on food. About 45 respondents answered of the resto‐bar. Approximately 81.25% of the
‘strongly agree’ representing almost half of the respondents said that they are willing to buy
sample which has an overall percentage more if there are promotional discounts while
distribution of 46.88%. This was followed by the 18.75% said otherwise.
36 respondents 37.50% who answered The respondents said that promos are very
‘somewhat agree.’ Fewer representatives of the attractive especially since they go out because
sample answered ‘neutral’ with 10 respondents; they want to spend. On the other hand, the
four answered ‘somewhat disagree’; and only one respondents who said that they are not willing
answered ‘strongly disagree.’ Customers were to buy more if there are promotional discounts
satisfied with the price of food as supported by said that it depends on how much they can
the 88.37% satisfaction rating and 4.2500 save and what type of promotional discount
average mean rating. is offered.
Appropriateness of price for the drinks was Around 54 respondents 56.25% said that
also measured. Approximately 60.42% of the they were satisfied with the offered promotional
respondents answered ‘somewhat agree’ while discounts of the resto‐bar while 42 respondents
38.54% answered ‘strongly agree.’ A sole 43.75% said that they were not satisfied. Given
respondent answered ‘strongly disagree.’ With this finding, the resto‐bar should review their
an average mean rating of 4.3542 and 97.92% promotions and come up with more attractive
satisfaction rating, customers are largely ones in order to delight the now satisfied
satisfied with the price of the drinks. customers, and satisfy those who were not.
The respondents were also asked how they
would describe the food and beverage offerings 3. Satisfaction with Value for Money
considering value for money. Among the 96
respondents, 36 answered ‘very good’ while 24 The lowest rating given by 6 respondents
answered “good”. Nineteen respondents on satisfaction with value for money is 4
answered ‘excellent;’ 16 respondents said such representing “dissatisfied” customers. Most of
offerings were ‘fair;’ and one respondent the respondents 35.42% gave a rating of 7
answered ‘poor.’ The average mean rating of or “fairly satisfied,” followed by 17.71% of the
this factor is 3.5833 while the satisfaction respondents who gave a rating of 9 or were
rating is 53.28%. These figures imply that “very satisfied.” Both ratings of 8 “satisfied”
customers are somehow satisfied with the food and 10 extremely satisfied have the same
and beverage offerings considering value for percentage of respondents who gave the said
money. ratings, which is 12.50%. Given these ratings,
around 21% of respondents exhibit a very low
2. Promotional Discounts level of satisfaction in terms of value for
money those who gave 4 or 5 in terms of
Promotional discounts were measured in rating satisfaction relative to value of money .
terms of whether customers are willing to The company must address this by evaluating
spend and buy more if there are promotional and verifying whether the prices are indeed
discounts, as well as if the customers are affordable within their current market.
satisfied with the offered promotional discounts
Table 2. Ratings for Some Factors under Value for Money

Factors Average Mean Satisfaction
Food 4.2500 88.372
Appropriateness
Beverages 4.3542 97.917
of price
Both items considering value for money 3.5833 53.278
Satisfaction with current promotional discount offers - 56
4. Points for Improvement Foursquare. Only 16 respondents 16.67%

passed by the place so they were able to go
All the factors under value for money need to the resto‐bar. This shows that referrals and
improvement considering the average mean social media play a big role in making the
rating and satisfaction rating. Appropriateness business known to the current and future
of price of food and beverage offerings customers of the resto‐bar. This also implies
considering value for money got the lowest that the location of the business is strategically
average mean rating and satisfaction rating located since the share of the respondents
among all the factors Table 2 . Satisfaction who passed by the place was relatively
with current promotional discount offers has significant.
the second lowest satisfaction rating 56% . On The respondents of the survey were asked if
the other hand, appropriateness of beverage they were able to locate the business easily. About
price obtained the highest average mean rating 83 respondents over 86% answered ‘strongly
and satisfaction rating. Since the company agree’ or ‘somewhat agree’ while 4 respondents
cannot change immediately the prices of their 4.17% were ‘neutral.’ Thus, majority of the
products, they must review first their offerings respondents were able to locate the business
in order to assess whether they should change easily which accounts for 86% of the respondents.
the price or increase the servings a little more Nine respondents 9.38% answered ‘somewhat
since they have a cushion of 400% mark‐up on disagree.’ The satisfaction rating was computed
food items. at 80.44% while the average mean rating was
4.2604.
Ⅴ. Location and Ambience 2. Proximity of Workplace
Considering the distance of the resto‐bar

1. Familiarity with the Place of Business from the respondents’ workplaces, the
respondents were asked if the proximity of the
Results of the survey showed that 45
workplace influences their decision to
respondents 46.88% said that they were
patronize the resto‐bar. About half or
able to know the place because their friends
forty‐seven respondents said they ‘strongly
referred the resto‐bar to them while 35
agree’; 29 answered ‘somewhat agree’
respondents 36.46% said that they were
30.21% and 8 answered ‘neutral’ 8.33% .
able to know about the resto‐bar because of
On the other hand, 12 respondents answered
online social media such as Facebook and
‘somewhat disagree’ 12.50% . A small group
of respondents who answered ‘somewhat computed average mean rating was 4.3021 with
disagree’ was also considered in a positive a 100% satisfaction rating, a good indicator that
manner relative to the business since these the resto‐bar really has good ambience and the
customers still preferred the resto‐bar without internal decorations enhance such ambience.
the proximity of their workplace influencing
their decision‐making. The average mean 5. Music
rating was computed at 4.1563 while the
satisfaction rating for this factor is 72.73%. Currently, the resto‐bar has a videoke which
is used for playing music. The question posed
3. Parking to respondents had to do with their most
preferred manner of playing music. In addition,
Among the 96 respondents, only 24 if they answered that they preferred a playlist
respondents used their own cars to go to the or a live band, the authors inquired as to which
resto‐bar. Thirteen respondents were not able type of music they preferred.
to find a parking space easily while the Results indicated that videoke had the
remaining 11 respondents found one easily. highest number of respondents with 58
The 24 respondents who went to the resto‐bar representing 60% , followed by “playlist only”
using their own car were asked if they consider with 23 respondents 23.96% . About 15
parking as a factor in determining where to respondents 15.63% preferred a live band.
dine. The results reflected that about 15 or This suggested that most customers would
about 62.5% of the 24 respondents said that rather sing or hear other customers singing
they consider parking as a major factor in instead of listening to live bands or a playlist.
making decisions as to where to dine while the Those who chose a playlist or live band,
remaining 37.5% said otherwise. mentioned that they most preferred pop,
followed by rock, Rhythm and Blues RnB ,
4. Ambience jazz, and ballad.
About 54 respondents 56.25% answered 6. Cleanliness

‘strongly agree’ on whether the resto‐bar has
good ambience while 29 respondents 30.21% Asked whether the Wafu Grill and Resto and
answered ‘somewhat agree.’ Thirteen respon‐ its comfort rooms were clean and dry, 65 res‐
dents answered ‘neutral.’ The average mean pondents 67.61% answered ‘strongly agree’
rating of this factor is 4.4271 and the while 23 respondents 23.96% answered
satisfaction rating is 100%, which means that ‘somewhat agree’. Only two respondents gave a
customers are generally satisfied. ‘neutral’ response 2.08% but 6 respondents
When asked whether the internal decoration 6.25% answered ‘somewhat disagree.’ The
of the resto‐bar added to the ambience of the average mean rating computed was 4.5313,
place, around 43 respondents 44.79% which means that customers generally agreed
answered ‘somewhat agree’ while 41 respondents that resto‐bar and its comfort rooms were clean
42.71% answered ‘strongly agree’. Moreover, and dry. On the other hand, the satisfaction
12 respondents 12.50% answered ‘neutral.’ The rating for cleanliness is 87.23%.
Table 3. Ratings for Some Factors under Location and Ambience

Factors Average Mean Satisfaction Rating
Locating the business easily 4.2604 80.435
Proximity of workplace 4.1563 72.727
Ambience itself 4.4271 100
Ambience
Internal decoration 4.3021 100
Cleanliness 4.5313 87.234
7. Satisfaction with Location and Cleanliness had the third lowest satisfaction
rating indicating that the management and its
Ambience
workers should keep and maintain the cleanliness
Relative to satisfaction with location and of the place. Maintenance of the place is very
ambience, ratings given by the respondents important most specifically since this factor
range only from 7 to 10, with 7 “fairly reflected the highest average mean rating.
satisfied” given only by one respondent. More
than half of the respondents 55.21% gave a
rating of 9 or “very satisfied,” followed by a Ⅵ. Service
rating of 10 or “extremely satisfied” given by
29.17% of the respondents. Almost 15% of the 1. Performance of Waiters
respondents gave a rating of 8 “satisfied” .
The ratings indicate that the respondents were The performance of waiters in terms of
generally satisfied with the factors included in service quality was measured through questions
the location and ambience attribute. categorized as attentiveness, clear speaking
voice and politeness, friendliness and patience,
8. Points for Improvement and promptness. Attentiveness was measured in
terms of immediately offering the customers
Generally, the restaurant’s location and seats and tables, and correctly getting the
ambience have high average mean ratings and orders.
satisfaction percentage ratings Table 3 . It
will be noted that the proximity of workplace 1.1. Attentiveness in Terms of
has the lowest average mean rating and Offering Customers Seats and
satisfaction percentage rating among the Tables
factors included. The business can do nothing
Around 63 respondents 65.63% ‘strongly
much about this factor since they cannot
agree’ on whether the waiters immediately
transfer to another location immediately, and
offered tables and seats. Moreover, 31
considering that this factor has no significant
respondents 32.20% answered ‘somewhat
association anyway relative to customer
agree’ while only two respondents 2.08%
satisfaction. However, they can focus on other
gave ‘neutral’ responses. The average mean
factors so as to improve the overall service
rating was 4.6354, which appears to indicate
quality of the resto‐bar, thus, making the
that the waiters were attentive in offering
customers return.
Table 4. Strength of Relationship of the Factors under Food and Beverage Offerings vis-à-vis
Customer Satisfaction
Measure of
Cramer’s Spearman’s P
Factors Association Interpretation Conclusion
V Value Rho Value value
Used
Very weak
Availability of Spearman’s Significant
0.266 positive 0.011
Orders Rho association
association
Quality of food
and beverages
Freshness and Very weak
Spearman’s 0.000 Significant
temperature of 0.367 positive
Rho 2 association
food items association
Weak
Coldness of Spearman’s Significant
beverages Rho association
association
Moderate
Food Spearman’s Significant
0.413 positive 0
presentation Rho association
association
Weak
Food being Spearman’s Significant
0.371 positive 0
palatable Rho association
association
Moderate
Spearman’s Significant
Overall quality 0.436 positive 0
Rho association
association
Very weak
Variety of Spearman’s Significant
menu Rho association
association
Very weak
Waiting time 　 -0.208 negative 0.042
Rho association
association
Willingness to
Cramer’s V 0.1484 　　　　
try other items
Serving size Cramer’s V 0.3021 　　　　
tables and seats to the customers and therefore, not. Forty‐six respondents 47.92% answered
customers were generally satisfied. Overall, this “strongly agree,” 38 39.58% answered
factor fetched a 100% satisfaction rating. “somewhat agree,” and 11 or 11.46% said
they were ‘neutral’ on the matter. Only one
1.2. Attentiveness in Terms of respondent answered ‘somewhat disagree.’
Correctly Getting Customer The average mean rating was 4.3438 and
Orders satisfaction rating is 97.65%, indicating that
customers are generally satisfied in terms of
The other measure of attentiveness was
waiters correctly getting orders from
evaluated in terms of whether the waiters
customers of the resto‐bar.
correctly got the orders of the customers or
Ⅶ. Strength of Relationships of ings showed that willingness to try other

items/offerings has a weak positive association
Dining Attributes vis-à-vis
V 0.1484 with customer satisfaction. Serv‐
Customer Satisfaction ing size, correspondingly, has a strong positive
association V 0.3021 with customer
1. Food and Beverage Offerings satisfaction.
The strength of the relationship of the 2. Value for Money

different factors under food and beverages
offerings with respect to customer satisfaction Table 5 shows the strength of the
was measured through Spearman’s correlation relationship of the different factors under
coefficient and Cramer’s V values Table 4 . value for money measured through Spearman’s
The Spearman’s correlation coefficient re‐ correlation coefficient and Cramer’s V values.
vealed that availability of orders has a The results showed that there was statisti‐
significant and positive association with cally significant and a very weak, positive
customer satisfaction, but this relationship is relationship between appropriateness of price
very weak rs 96 0.266, p .011 . The same for food items and customer satisfaction rs
relationship has been observed with freshness 96 0.211, p .039 . Quite the reverse was
and temperature of food items rs 96 0.367, seen in the appropriateness of price for
p .0002 and variety of menu rs 96 0.298, beverages as there was statistically significant
p .003 . and a very weak, negative relationship between
There is a weak, positive, and significant appropriateness of price for beverages rs 96
relationship between coldness of beverages rs ‐0.0062, p .01 and customer satisfaction.
96 0.258, p .011 and the food being Considering appropriateness of price for both
palatable rs 96 0.266, p 0.00 with respect food and beverage items rs 96 ‐0.376, p 0 ,
to customer satisfaction. there was also statistically significant and a very
It was also shown that food presentation rs weak, negative relationship in relation to custo‐
96 0.413, p 0 and overall quality rs mer satisfaction.
96 0.436, p 0 has a moderate, positive The willingness of the respondents to buy
and significant relationship with customer more if there are more promotional discounts
satisfaction. has a weak positive relationship V 0.174
On the other hand, waiting time has a very with customer satisfaction while satisfaction
weak negative, and significant association rs with the current promotional discounts has a
96 ‐0.208, p .042 with customer satisfac‐ moderate positive association V 0.2781
tion. This means that the longer the waiting against customer satisfaction.
time, the more dissatisfied a customer is.
As for willingness to try other food/ 3. Location and Ambience
beverage items/offerings and serving size, the
authors used Cramer’s V to determine the Table 6 shows the strength of the
strength of relationship of these items/ relationship of the different factors under
offerings vis‐a‐vis customer satisfaction. Find‐ location and ambience measured through
Table 5. Strength of Relationship of the Factors under Value for Money vis-à-vis Customer
Satisfaction
Measure of
Cramer’s Spearman’s P
Factors Association Interpretation Conclusion
V Value Rho Value value
Used
Appropriateness
of Price
Very weak
Spearman’s 0.03 Significant
Food 0.211 positive
Rho 9 association
association
Very weak
Beverages -0.0062 negative 0.01
Rho association
association
Both items Very weak
considering value -0.376 negative 0.00
Rho association
for money association
Promotional
Discounts
Weak
Willing to buy
Cramer’s V 0.174 positive
more
association
Moderate
Satisfaction with
Cramer’s V 0.2781 positive
current offers
association
Table 6. Strength of Relationship of the Factors under Location and Ambience vis-à-vis
Customer Satisfaction
Measure of
Cramer’s Spearman’s
Factors Association Interpretation P value Conclusion
V Value Rho Value
Used
Very weak No
Locating the Spearman’s
-0.097 negative 0.3471 significant
business easily Rho
association association
Very weak No
Proximity of Spearman’s
-0.113 negative 0.273 significant
workplace Rho
Moderate
Parking Cramer’s V 0.2421 positive
association
Ambience
Very weak
Ambience Spearman’s Significant
-0.0519 negative 0.00
itself Rho association
association
Very weak
Internal Spearman’s Significant
0.261 positive 0.00
decoration Rho association
association
Moderate
Music Cramer’s V 0.2703 positive
association
Very weak
Cleanliness -0.239 negative 0.019
Rho association
association
Spearman’s correlation coefficient and Cramer’s 4. Service

V values.
Using Spearman’s correlation coefficient, The strength of the relationship of the
there was statistically significant and a very different factors under service measured
weak, positive relationship between customer through Spearman’s correlation coefficient is
satisfaction and internal decoration rs shown in Table 7 .
96 0.261, p 0 . On the contrary, the Immediately offering tables and seats to
ambience of the place rs 96 ‐0.0519, p 0 , customers has a significant and weak, positive
and cleanliness rs 96 ‐0.239, p 0.019 association rs 96 0.2153, p .035 with
have significant and very weak, negative customer satisfaction. Moreover, a significant
relationships with customer satisfaction. and very weak, positive relationship exists
No significant association was found on the between clear speaking voice and politeness rs
factors in terms of locating the business easily 96 0.31, p .002 and customer satisfaction.
rs 96 ‐0.097, p 0.3471 and proximity to On the other hand, there was statistically
workplace rs 96 ‐0.113, p 0.273 . In addition, significant and very weak, negative relation‐
the relationships of these variables relative to ships between customer satisfaction and
customer satisfaction were very weak and correctly getting the orders rs 96 ‐0.0638,
negative. This implies that these factors do not p 0 ; friendliness and patience rs 96
affect the satisfaction of customers. ‐0.526, p 0 ; and promptness rs 96
Parking has a moderate positive association ‐0.315, p .002 . These factors should be taken
V 0.2421 with customer satisfaction, and into consideration and be addressed imme‐
this is also true for music V 0.2703 . diately because it results to dissatisfied
customers.
Table 7. Strength of Relationship of the Factors under Service vis-à-vis Customer Satisfaction
Measure of Spearman’s
Factors Interpretation P value Conclusion
Association Used Rho Value
Performance of waiters
Attentiveness
Immediately offering Weak
Significant
the customers tables Spearman’s Rho 0.2153 positive 0.035
association
and seats association
Very weak
Correctly getting the Significant
Spearman’s Rho -0.0638 negative 0.00
orders association
association
Very weak
Clear speaking voice Significant
Spearman’s Rho 0.31 positive 0.002
and politeness association
association
Very weak
Friendliness and Significant
Spearman’s Rho -0.526 negative 0.00
patience association
association
Very weak
Significant
Promptness Spearman’s Rho -0.315 negative 0.002
association
association
Ⅷ. Summary and Implications value for money and service attributes such as
availability of orders, quality of food and
beverage offerings, variety of menu, willingness
The different dining attributes discussed in
to try other offerings and serving size attributes
this study are food and beverage offerings, value
under the food and beverage offerings general
for money, location and ambience, and service.
attribute also positively affect customer
The relationship of these attributes were
satisfaction except for waiting time which has a
assessed with respect to customer satisfaction
very weak, negative association with customer
using Spearman’s correlation coefficient.
satisfaction. Under the value for money attribute,
Table 8 shows the summary of relationships
appropriateness of food price and promotional
of the dining attributes to customer satisfaction.
discounts showed very weak to moderate
Findings show that food and beverages have
positive association with customer satisfaction
a significant and moderate, positive association
while the appropriateness of beverage prices as
with customer satisfaction rs 96 0.487,
well as the appropriateness of both food and
p 0 . Value for money has a significant and
beverage prices taken together in ascertaining
strong, positive association with customer
value for money registered very weak negative
satisfaction rs 96 0.611, p 0 . Moreover,
association with customer satisfaction. With
service has a significant and weak, positive
respect to the service attribute, results indicated
association with customer satisfaction rs
that performance of waiters in terms of
96 0.298, p 0.00319 .Generally, this means
attentiveness in offering immediately the
that each of these dining attributes positively
customers seats and tables, using a clear
affects customer satisfaction. These findings
speaking voice and showing politeness showed
confirm past literature insofar as pointing out
significant yet very weak to weak positive
the significant factors of food quality and
association with customer satisfaction while
general service factors Parasuraman et al.,
performance of waiters in terms of correctly
1985 . Unlike the coffee shop studies of Cruz
getting orders, friendliness and patience and
2003 and Quizon 2012 , however, location
promptness indicated significant yet very weak
and ambience was not a significant factor
negative association with customer satisfaction.
affecting customer satisfaction in the case of
Results indicate that these factors and attributes
resto‐bars.
should be maintained if not, improved, in order
The factors under food and beverage offering,
Table 8. Summary of Relationship between the Dining Attributes and Customer Satisfaction
Spearman’s
Attribute Interpretation P-value Conclusion
rho value
Moderate positive Significant
Food and beverages 0.487 0
Strong positive Significant
Value for money 0.611 0
Very weak positive No significant
Location and ambience 0.042 0.68452
Weak positive Significant
Service 0.298 0.00319
to satisfy or delight the customers thus alcoholic drinks, the business should always
encouraging repatronage. have sufficient stock of ice for the duration of
On the other hand, there was no significant its operating hours.
relationship found between location and In addition, waiting time should be taken
ambience including ability to locate the into consideration most particularly since only
resto‐bar easily and proximity to workplace and 20% of the respondents are satisfied with the
customer satisfaction rs 96 0.042, p 68452 . length of waiting time. They should have
This means that this attribute, as a whole, does proper processes in preparing the orders.
not significantly affect customer satisfaction. They could also consider adding an additional
According to the results of the study worker or workers during peak days or add
conducted, different points for improvement additional equipment such as a stove so that
were identified based on the mean ratings and even if there are many orders, the cook can
satisfaction ratings. These factors must be still prepare the orders simultaneously. The
taken into consideration in order to improve workers can also prepare the ingredients
the product and service quality of the hours before what they perceived as the peak
resto‐bar. time. They can do small jobs ahead of time
like peeling, pre‐weighing, sorting, and mixing
1. Food and Beverage Offerings substantial amounts of sauces needed for
certain dishes. This way, they can shorten the
As previously discussed, the food being length of waiting time, thus meeting the
palatable, coldness of beverages, and waiting expectation of customers.
time are the identified points for improvement Managing the inventory efficiently should be
in terms of this attribute. done by the business by scheduling inventory
In terms of the food being palatable, the checking and supplies procurement so they can
resto‐bar should make the taste of their food avoid loss of sales specifically during peak
distinct and unique so that they could establish days. The firm must take advantage of their
a brand image or brand recall to their good relationship with their suppliers. The
customers. This can be done by developing and business should also continuously improve the
providing the cooks standard recipes for the offerings and service tailored to the needs and
dishes. The coldness of beverages whether wants of the customers so that they can
alcoholic or not is very important especially continuously satisfy existing customers as well
since these are intended to be cold. The as attract more patrons. They can also consider
resto‐barmust make sure that the alcoholic the suggestions of the respondents regarding
beverages and soft drinks are properly stored the additional food and beverage offerings like
in a cool, dry place so as to maintain the more finger foods and drinks in the morning
temperature. Since the refrigerators are solely such as hot chocolate to partner with the
used to store food items, the management can traditional Filipino breakfast meals.
consider adding more coolers and placing
these inside the resto‐bar such that no intense 2. Value for Money
heat or direct sunlight can affect the quality
of the beverages. For both prepared and Although the prices for food and beverages
treated separately have good ratings, the 4. Service

business should look further into deliberating
whether to reprice or not considering the Waiters should habitually verify the orders
prices suggested by the respondents and the of the customers once completed. This way, loss
profile or perceived affordability of the of sales and dissatisfaction could be avoided.
respondents. The management must review the On the other hand, promptness of waiters in
current promotional discounts being offered by terms of bill settlement should be improved by
the resto‐bar. They can elicit promotional being more expedient in attending to bill
discounts by using their social networking settlement.
account, Facebook. For example, they can have
a promo by asking the customers to ‘like’the 5. Overall Satisfaction
Facebook page, and share the page to their
friends. By doing this, they will be entitled to The management must take into
a free beer given that they will go to the consideration the strength of relationship of the
resto‐bar and bring5 or more friends. This way, different attributes to customer satisfaction.
they were able to increase awareness and Those factors that have a positive association
customer traffic in the resto‐bar. Every time the with customer satisfaction should be
resto‐bar owners decide to add more maintained and enhanced for the betterment of
promotional discounts, they should align this the company namely, quality of food and
with the comments or suggestions of the beverage offerings, value for money and
customers from whom they should get regular service. This way, the company can develop a
feedback. The management must also review stronger brand recall in the minds of
the suggestions made by the survey customers. Moreover, the management must
respondents in terms of an acceptable price continue asking for feedbacks from the
range. customers so as to help them in continually
improving the business.
3. Location and Ambience On the other hand, factors that have a
negative association with customer satisfaction
Cleanliness should be kept and maintained at must be improved so that at some point, this
all times. The management could assign will have a positive effect on customer
employees to check the comfort rooms routinely satisfaction. The food being palatable, coldness
and make sure that the whole place especially of beverages, and waiting time are the
the dining area is clean. This can be a refreshing identified points for improvement in terms of
sight for the customers. The business can do this attribute.
nothing much about proximity of workplace Furthermore, waiting time should be taken
since they cannot transfer to another location into consideration most especially that only
immediately. However, they can focus on other 20% of the respondents are satisfied with the
factors so as to improve the overall product and length of waiting time. They should have
service quality of the resto‐bar. Such measures proper procedures in preparing the orders.
when properly implemented make customers They could also consider adding additional
return. worker during peak days or add additional
equipment such as stove so that even there doing in terms of service quality and adapting
are many orders, the cook can still prepare the periodically to changing customer tastes and
orders simultaneously. The workers can also preferences which translate into dining attri‐
prepare the ingredients hours before what butes valued by customers in order to become
they perceived to be as the peak time. They sustainable.
can do small but helpful jobs like peeling, This study has its limitations too. For one, the
pre‐weighing, sorting, and mixing substantial findings are confined to one resto‐bar alone and
amounts of sauces needed for certain dishes. a convenience sample of customers. Thus,
This way, they can shorten the length of verification in terms of a wider sample of
waiting time, thus meeting the expectation of resto‐bars and customers is left for future
customers. researchers to ascertain its generalizability.
The service quality assessment likewise Despite its limitations, however, this study was
revealed the factors that are in need of attention able to define significant and insignificant dining
in order to improve the product and service attributes which affect customer satisfaction in
quality. These factors are coldness of beverages, a resto‐bar in metropolitan Manila, Philippines.
the food being palatable, waiting time, appro‐ Another potential topic for future research
priateness of price in terms of food and therefore, has to do with how dining attributes
beverages offerings, promotional discounts, and influence customer satisfaction in resto‐bars and
correctly getting the orders. Such findings imply other types of restaurants in other countries.
that these are the factors which must be Finally, service quality improvement is often
addressed not only by the resto‐bar but by a key competitive differentiator that is
restaurateurs pursuing repatronage. sustainable. Moreover, service is always defined
With the customers of the food service from a customer’s perspective. Ultimately, it is
industry becoming more aggressive and de‐ the delivery of promise of service that sells all
manding, establishments utilize different aspects of a food business.
strategies in order to meet and understand the
ever changing needs and wants of customers.
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Factors Affecting Resto-bar Customer Satisfaction: Imperatives

for Philippine Restaurateurs Pursuing Repatronage

Received 30 May 2016, Revised 13 June 2016, Accepted 22 June 2016

Keywords: Customer Satisfaction, Philippines, Repatronage, Resto-bar, Service Quality

Ⅰ. Introduction devoted to quality and customer satisfaction in

Electronic copy available at: https://ssrn.com/abstract=2962410

Electronic copy available at: https://ssrn.com/abstract=2962410

2013 . size is 92, the authors opted to use a total of

Spearman’s correlation coefficient and 0.1 |V| 0.19 weak association;

Cramer’s V was used in determining the 1.3. Civil Status

1.4. Educational Attainment of the respondents is PhP 27,968.25 which is

2.3. Reservations necessarily mean that customers will make

Table 1. Ratings of Some Factors under Food and Beverage Offerings

Table 2. Ratings for Some Factors under Value for Money

4. Points for Improvement Foursquare. Only 16 respondents 16.67%

Ⅴ. Location and Ambience 2. Proximity of Workplace

Considering the distance of the resto‐bar

About 54 respondents 56.25% answered 6. Cleanliness

Table 3. Ratings for Some Factors under Location and Ambience

Ⅶ. Strength of Relationships of ings showed that willingness to try other

The strength of the relationship of the 2. Value for Money

Spearman’s correlation coefficient and Cramer’s 4. Service

treated separately have good ratings, the 4. Service

ppines: University of the Phili‐ pany.

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