Customer Perceptions Towards The Service Quality: A Case Study of Bonchon Chicken Restaurant, Olongapo Branch

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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:


A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH

ABSTRACT
This independent study aims to investigate the customer perceptions towards the service quality

of BONCHON CHICKEN RESTAURANT by conducting a gap analysis to access the gap

between customer expectations and perceptions. The survey research via questionnaire was used

to collect the primary data. The target population of this research was customers who prior

experience with Bonchon Restaurant, Olongapo City branch that was the location for studying in

this research and the sample size is 50. In this research, the five SERVQUAL dimensions –

reliability, assurance, tangible, empathy, and responsiveness were used to measure customer

expectations and perceptions on the service quality of the restaurant. From this study, the

restaurant’s service performance failed to meet customer expectations in all five dimensions.
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
INTRODUCTION

This chapter describes research proposal of the study. With introduction about background,

statement of problem, intention and reason for study, research objective, major research question

and sub-question development, assumptions, scope of research, and benefits of research. At the

end of this chapter includes limitations of research.

1. Statement of the Problem

The purpose of this independent study is to gather opinions of customers who experience the

services of at BonChon Chiken restaurant and to achieve a better understanding of how the

customers perceive and experience to the service provide. To find out the expectation levels of

services at the restaurant in customer’s mind. Also, to identify the problem areas regarding

service quality issues at the restaurant.

2. Statement of the Hypothesis

Hypothesis 1: Service quality dimensions have a positive influence on customer

satisfaction.

Hypothesis 2: Food quality has a positive influence on customer satisfaction.


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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
3. Theoretical Framework

Customer expectations are beliefs of an individual about service performance before they

receives the actual service delivery (Zeithaml et al., 2006, P. 81). In evaluating service quality,

it is a comparison of customer’s expectation with the actual performance of service, and the

different between customer expectations and perceptions of service is the “customer gap” in

which a firm needs to close that gap. Moreover, the expectations and perceptions of customers

are dynamic and constantly change over the time, so a firm must be continuously examining

any changes to make an improvement quickly.

The offer from Bonchon Restaurant is endless when it comes to Korean food, it is fast and cheap.

These are only some reasons why people love BonChon. Even though Bonchon already created

its market, it is very important to consider quality service

PRODUCT INFORMATION AND APPEARANCE

One of the ways to provide a good quality service is by presenting good products, today’s

generation is focusing on a healthy lifestyle and avoiding fast-food restaurant. Bonchon should

present their products to catch more customers attention and support.


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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
ADMINISTRATIVE MANAGEMENT

This study shows the Gap for Service Quality and shows how the Administrative Division reacts

with the current gap of the proponents. In making a good quality service administrative

management should consider these responsibilities; organize, command, control, coordinate,

plan, and forecast.

BUREAUCRACY

Upon the execution the study which is improvement of the service of BonChon restaurant, the

proponents considered bureaucracy for better structure for the command. It always gives a clear

division of labor, separation or personal and organizations assets, hierarchical chain of command

and an accurate record keeping.


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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
4. Conceptual Framework of the Study

Figure 1.1
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
5. Significance of the Study

The significance of this study are to understand the consumer perceptions towards service quality

of the BonChon Chicken restaurant that the company can use the results to develop the quality of

service to compete with competitors, and to understand the main problems related to service

quality issues from the perspective of consumers who experienced it for success in delivery good

service and improve the services to more efficiency and effectiveness. Moreover, the business

owner can use the valuable information from this study as a guideline for development the

business strategies to best serving to customers’ need.

6. Scope and Limitation

This study has limited with short period of time and small budgets. In this study examines only

one specific area at Olongapo City branch to represent the overall perceptions of customers at

BonChon Chicken restaurant.

Also, this research is limited only to BonChon Chicken restaurant. It may imply that the results

of this study cannot be applied to other restaurants.


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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
7. Definition of Terms

SERVQUAL Dimensions of Service Quality

SERVQUAL has five basic categories: RATER – Reliability, Assurance, Tangibles, Empathy,

and Responsiveness.

Reliability: the ability to perform the promised service accurately with consistency of

performance, such as commit the service right the first time, and give a service as its promises.

Assurance: the courtesy (i.e. politeness, respect, friendliness) of employees and competence -

skill and knowledge to perform the service of employees, as well as their ability to obtain trust

and confidence.

Tangibles: the factors such as physical environment, the décor of the restaurant, facilities, and

the appearance of the employees in neat, equipment and materials used to provide the service.

Empathy: employees’ willingness to go beyond customer needs and they can delivery some

extra services such as providing personal caring, individual attention, and recognizing the regular

customers.

Responsiveness: providing prompt service to customers with willingness, promptness in dealing

with customers’ requests, questions, complaints and problems.


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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
8. Background

A restaurant is a place where people can go to release tension after work with friends or to relax

with family. People increase in dining out since their life is in a hurry so they do not have time

for cooking. As the result, there are many fast food and restaurants such as Jollibee, McDonalds.

KFC and other restaurants opened in a variety of places such as stand-alone, hotels, and

department stores to meet customer preferences.

BonChon Chicken is crunchy, firm and low-fat seared chicken with the extraordinary frying

procedure and special sauce produce non-oily, yet more flavors. In this manner, this organization

previously set up their branch in Philippines, on this marketing plan they focus to buzz their

brand awareness in Philippines. Since Philippines is one of the developing business sectors in the

ASEAN which has huge monetary development that produces immense nourishment utilization,

particularly in terms of chicken consumption. The company strengthens the brand by promise in

high quality healthy products with reasonable price to customers, and realizes in the importance

service quality to obtain customers’ satisfaction. Therefore, this research studies the customer

perceptions towards service quality of BonChon Chicken restaurant in view of an interesting case

study that can use the results obtained for a service development and improvement in the future.
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
Methods

1. Research Method

The research method used in this study was based on quantitative approach to gather primary

data. There are many types of quantitative research; however, this study used the survey research

via questionnaire to collect the data about attitudes of current customer at BonChon Chicken

restaurant.

2. Respondents

The respondents will be the customers of BonChon SM Downtown Olongapo city

3. Sampling Design

In determining the sampling, there are two main types of samples: probability sampling and non

probability sampling for choosing samples (Jackson, 2008). Each type has a variety of methods.
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH

Figure 1.2 Sampling Methods

Probability sampling is a sampling technique in which each member of population has an equal

chance of being selected (Jackson, 2008). There are several techniques; however, the main three

types of probability sampling are: “simple random sampling” each member of the population has

a known and equal probability to be chosen as part of the sample; “stratified random sampling”

divides population into subsamples to ensure that the subgroups are representative of the

population; “cluster sampling” often use when the population is too large for random sampling

method
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
Nonprobability sampling is a subjective procedure in which the individual members of the

population is an unknown of being selected as part of the sample by generating samples whoever

easily to obtain (Jackson, 2008). The three basic types are: “convenience sampling” is a basic for

selecting a sample that is available and convenient; “judgment sampling” allows researchers in

selecting a sample that is appropriate for the study; “quota sampling” involves selecting each

population segment based on the judgment of the researchers.

Sampling Technique: To accomplish the research objectives and to answer the research

questions, the purposive or judgment sampling is a procedure in which allows a researcher used

their own judgment to select a sample that is most appropriate for purposes of a study The

participants were chosen from the exiting customers after they visited at BonChon restaurant.

The survey location is in the department store, in which people are busy with urgent business,

and it would be very difficult to request the particular respondents that tend to be quite in a hurry

to answer the questions after they dined at the restaurant willing to answer the questionnaire.

4. The Instrument of Service Quality Measurement

In evaluating service quality as SERVQUAL, it is a comparison of customer’s expectation (prior

experience) with the actual performance of service and the different between customer

expectations and perceptions of service is the “customer gap” or GAP 5 in which a firm needs to

close that gap (Based on SERVQUAL measurement of service quality, Table 1.1 presents the

statements in questionnaire in this study were divided into five dimensions as follows:
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH

Table 1.1 Five Service Dimensions and Definitions

No. Dimensions Definitions Statements


1 Reliability Ability to perform the promised service 1 to 5
dependably and accurately
Knowledge and courtesy of employees
2 Assurance and 6 to 9
their ability to inspire trust and
confidence
Appearance of physical facilities,
3 Tangible equipment, personnel, and written 10 to 13
materials
4 Empathy Providing personal caring and 14 to 18
individualized attention to customers
Providing prompt service and
5 Responsiveness willingness 19 to 22
to help customers

5. Validation of the Instrument

To validate, the instrument shall be tested with customers of BonChon Chicken

restaurant, located at Sm Downtown Olongapo City.

6. Data Gathering Procedure


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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
For this study, the questionnaire composes of four parts. Part 1 determines demographic of

respondents for the rest of three parts, this study applies the principal of SERVQUAL model in

the questionnaire. In Part 2, the questionnaire was developed with twenty-two questions to

examine the customers’ expectations on service quality at BonChon restaurant. In Part 3, the

survey evaluates the importance of each service dimension. In Part 4, the survey explores

customers’ perceptions regarding service quality at the restaurant with twenty-two questions. The

full details of the questionnaire are shown in appendix A

Data results from Demographic Characteristics

Table 1.2 shows the data results that present the participants’ information collected from the

survey.

Table 1.2 Demographic Characteristics

Characteristics Frequency Percentage


Gender Male 20 40
Female 30 60
Total 50 100.00
Age Under 25 5 10
26-39 20 40
40-49 15 30
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
More than 50 10 20
Total 50 100.00
Occupation Student 7 14
Employee of private company 20 40
Government Employee 10 20
Entrepreneur 5 10
Others 8 16
Total 50 100.00
Income per month No Income 7 14
Below 10,000 to 15,000 15 30
15,001-30,000 15 30
More than 30,000 13 26
Total 50 100.00

Statistical Treatment

Table 1.3 Summary from Expectation Scores

Standard
Service Expectation Mea Mean of
Deviatio Rank
Dimensions ID n Dimension
n
Reliability E1 5.73 0.96
  E2 5.79 1.09
  E3 6.06 0.92 6 1
  E4 6.31 0.86
  E5 6.14 0.94
Assurance E6 5.95 0.96
  E7 5.63 0.9 5.65 4
  E8 5.59 0.87
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
  E9 5.43 0.95
Tangible E10 5.65 0.97
  E11 5.59 0.96
5.6 5
  E12 5.36 0.93
  E13 5.79 0.85
Empathy E14 5.64 1.03
  E15 5.81 0.91
  E16 5.84 0.93 5.71 3
  E17 5.79 1.01
  E18 5.47 1.01
Responsivenes
E19 5.98 0.87
s
  E20 5.46 1.04 5.79 2
  E21 6.04 0.9
  E22 5.69 0.88

Source: Survey in January 2020

Table 1.4 Summary from Perception Scores

Standard
Service Expectation Mean of
Mean Deviatio Rank
Dimensions ID Dimension
n

           
Reliability P1 4.88 0.93
  P2 4.84 0.97
4.82 1
  P3 4.72 0.88
  P4 4.8 0.92
  P5 4.85 1.04
Assurance P6 4.71 0.91
4.66 3
  P7 4.74 0.86
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
  P8 4.6 0.84
  P9 4.57 0.79
Tangible P10 4.83 0.72
  P11 4.83 0.8
4.8 2
  P12 4.69 0.76
  P13 4.86 0.77
Empathy P14 4.88 0.88
  P15 4.48 0.9
  P16 4.55 0.86 4.65 4
  P17 4.5 0.99
  P18 4.85 0.82
Responsivenes
s
P19 4.74 0.89
  P20 4.51 0.98 4.64 5
  P21 4.63 0.92
  P22 4.67 0.91

Source: Survey in January 2020

Table 1.5 Gap between Expectation and Perception Scores

Expectation Perceptio Paired


Dimensions Rank
Scores n Scores Differences

Reliability 6 4.82 -1.18 1


         

Assurance 5.65 4.66 -0.99 4


         

Tangible 5.6 4.8 -0.8 5


         

Empathy 5.71 4.65 -1.06 3


         

Responsivenes
5.79 4.64 -1.15 2
s
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
         

5. Data results from Expectation Scores and Perception Scores

Expectations have been defined as beliefs of an individual about delivery of service that they

expected to get from a service as a standard level of service performance in their judgment.

Perceptions have been defined as attitudes of an individual after they have received and

experienced a service performance

Reliability was the highest expectation score and it was the highest perception score. For

restaurant services, it implied that customers expected in a very high level of service on

reliability, and they perceived high level of reliability service dimension from the restaurant.

Customers wanted to get the service right at the first time and they wanted the restaurant to show

sincere interest in solving their problems. Therefore, reliability was the main problem of

BonChon Chicken restaurant. Reliability was viewed as the most important dimension, so the

restaurant must emphasize on improving this dimension as the first priority.

Responsiveness is the second highest expectation. In contrast, it is the lowest perception scores

the responsiveness is the second highest gap score among five dimensions. It implied that

BonChon Chicken restaurant did not provide prompt service to customers. The restaurant did not

response to their request immediately, and did not inform them when service will be performed,
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
and lack of willingness to help them. Therefore, responsiveness was the main problem BonChon

Chicken restaurant. The responsiveness was viewed as the second important dimension that

customers expected to get from the restaurant’s employees. Thus, the restaurant need to improve

this dimension to show that they aware of good relationship with customers.

Empathy is the third highest gap among five dimensions for restaurant services, customers want

individual attention and personalized service. Similar to Reliability and Responsiveness

dimension, empathy is also need improvement. Although the gap is smaller when compared to

reliability and responsiveness dimension, BonChon Chicken restaurant should consider and

improve in Empathy for better service offer.

Assurance dimension is the second lowest gap among five dimensions. However, the result

showed that customers thought that this dimension is important for services. Also, they expected

the performance of BonChon Chicken restaurant.in high level of the restaurant’s staff that is

courtesy and has skills and knowledge to perform services. Therefore, the restaurant should

focus on assurance and trust as well.

Tangible is the lowest expectation score. On the contrary, it is the second highest perception

score. Tangible is the lowest gap among five dimensions. It implied BonChon Chicken restaurant

match the customer expectation most when compared to all five dimensions. It can be said that

the restaurant has good facilities and equipment. An appearance of the restaurant’s employee in

neat and clean is necessary in the sanitary restaurant to establish a feeling of confidence and
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
credibility for the customers. Therefore, tangible dimension is also important in improving

service quality of the restaurant.

6. Conclusion

Service quality is an important key for business success because it provides a lot of benefits.

From this study, the customers of BonChon Chicken restaurant did not perceive the services

delivered from the restaurant as they expected. The restaurant needs to be aware of reliability

dimension as top priority and must emphasize on responsiveness. In addition, the restaurant

should train their employees, monitor their marketing communication, and conduct customer

relationship program to close the gap and to secure long-term relationship.

References

EBooks

Jackson, S.L. (2008). Research Method: A Modular Approach. Belmont, CA:

Thomson Wadsworth
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH

INTERNET
https://fnbreport.ph/features/the-possible-implosion-of-the-restaurant-industry-in-manila-1-peterp-
20180606/

https://healthybusinessbuilder.com.au/customer-demand-changed-throughout-years/

https://www.researchgate.net/figure/SERVQUAL-model-Parasuraman-et-al-1988_fig5_277661334

Appendix A: Survey Questions

Direction: The questionnaire is for a research project by a graduate student of Master of

Business Administration of Mondriaan Aura College. It is a part of research in order to find out

customers’ perceptions related to service quality at BonChon Chicken, Sm Downtown, Olongapo

City.

Please mark ✔in the statements that best fit to your answer.
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
Part 1: Individual Information

1. Gender

1. Male

2. Female

2. Age

1. Under 25

2. 26 – 39

3. 40- 50

4. More than 50

3. Occupation

1. Student

2. Employee of Private Company


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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH

3. Government employee

4. Entrepreneur

5. Others

4. Income per month (Php)

1. Below 15,000

2. 15,001 – 30,000

3. 30,001 – 50,000

4. More than 50,001

Part 2: Restaurant Expectations

Based on your experiences of a restaurant, please think about the restaurant that delivers an

excellent quality of service. Please show the levels to which you think such an excellent

restaurant would execute the feature as below described by each statement. If you feel a feature

is Not at all important for an excellent restaurant such as one you have in mind, and then please
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
select “1”; if you feel such a feature is Very important then please select “7”; or select an

appropriate choice in between if you feel less important.

Quite not Not Quite Very


Not at all important Neutral important
Expectation Statements important important important important
-1 -2 -3 -4 -5 -6 -7
1          An excellent
restaurant shows a
sincere interest to
solve your problems              
2          Bill collecting
at an excellent
restaurant is always
right              
3          An excellent
restaurant serves high
quality of foods              
4          An excellent
restaurant serves
fresh and clean raw
materials              
5. An excellent
restaurant insists on
error free records              
6          Employees at
an excellent
restaurant are
consistently
courteous with you              
7          You feel safe in
transaction with an
excellent restaurant              
8          Employees at
an excellent
restaurant have the
knowledge to
perform services              
9          Employees at
an excellent
restaurant have the
knowledge to answer
questions              
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
10        An excellent
restaurant has a
fascinating food
presentation              
11        An excellent
restaurant has modern
and comfortable seats              
12        Materials
associated with
services at an
excellent restaurant
are appealing              
13        Employees’
appearance at an
excellent restaurant
are neat and clean              
14        An excellent
restaurant has a
special menu of
premium and rare
foods that are
appealing              
15        Employees at an
excellent restaurant
will be patient and
attentive to your
complaints              
17        An excellent
restaurant has sincere
and attentive
employees              
18        An excellent
restaurant has
operating hours that
are suitable and
convenient to you              
19        Employees at
an excellent
restaurant give you
prompt service              
20        Employees at
an excellent
restaurant keeps you
informed when              
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
services winn be
performed
21        Employees at
an excellent
restaurant are always
willing to help you
with friendliness              
22        Employees at
an excellent
restaurant are ready
to respond to your
requests              

Part 3: Service Features Ranking

Listed below are five features related to quality of service that a restaurant provide.

Please specify how important of each service feature is to you when you evaluate a restaurant

service quality. Please allocate a total of 100 points among the five features according to how

important of each feature is to you. If you think the feature is more important, you should

allocate the more points.

Service Features Points


1. Ability to deliver the promised service dependably and accurately
Knowledge and courtesy of employees and ability to inspire trust and
2. confidence
3. Appearance of physical facilities, equipment, and personal
4. Caring and individualized attention to customers
5. Providing prompt service and willingness to help customers
Total 100
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
Part 4: Restaurant Perceptions

Based on your experiences of the service of BonChon Chicken Restaurant Olongapo City

branch, please indicate the extent to which you disagree or agree with the following statements in

all 22 questions. For each statement, select “1” if you strongly disagree, or select “7” if you

strongly agree, or select an appropriate choice in between if you feel less agree.

Perception Strongly Quite Strongly


Disagree Neutral Agree Quite Agree
Statements Disagree Disagree Agree
  -1 -2 -3 -4 -5 -6 -7

1           When you have


a problem, BonChon
shows a sincere
interest in solving it
             
2           Bill collecting
at BoChon is always
right
             
3           BonChon serves
high quality of foods
             
4           Raw materials
at BonChon are fresh
and clean
             
5           BonChon insists
on error-free records
             
6           Employees at
BonChon are
consistently courteous
with you
             
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
7           BonChon make
you feel safe in
transactions
             

8           Employees at
Oishi Express have the
knowledge to perform
services
             

9           Employees at
BonChon have the
knowledge to answer
questions
             

10         BonChon has a


fascinating food
presentation
             
11         BonChon has
modern and
comfortable seats
             
12         Materials
associated with
services at BonChon
restaurant are
appealing              
13         Employees’
appearance at
BonChon are neat and
clean
             
14         BonChon has a
special menu of
premium and rare
foods that are
appealing
             
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH

15         Employees at
BonChon will be
patient and attentive
to your complaints
             

16         Employees at
BonChon understand
your needs
             
17         BonChon has
sincere and attentive
employees
             

18         BonChon has


operation hours that
are suitable and
convenient to you
             
19         BonChon
employees give you
prompt service
             
20         BonChon keeps
you informed when
services will be
performed              
21         Employees at
BonChon are always
willing to help you
with friendliness              
22 Employees at
Bonchon are ready to
your requests
             
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH

Curriculum Vitae
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH

CECILIA R. ESTRADA
#0145 Purok 1 Tugade St. Calapacuan Subic,Zambales
Contact No: 09074742642
Email: [email protected]

OBJECTIVE:
TESOL and TEFL Certified. Highly-motivated Online Teacher. Extensive experience
in teaching children and adult. With a quite clutter-free environment that is purely dedicated to
my online classroom, looking to fill a position as a Tutot/Teacher in a company where I can
maximize my teaching experience, training abilities, and student developmental skills.
Organized, hardworking, and energetic. Wishing to leverage my passion for technology and
instruction to influence students.

WORKING EXPERIENCE:
ESL ONLINE TEACHER ( January 2019- March 2020)
FREETALK ENGLISH

Responsibilities:
• Teaches English to Vietnamese children and adult students
• Prepares classes using materials provided by the company
• Focuses on improving students listening, speaking skills and grammar
• Utilize the direct method to improve students on their learning skills

ESL ONLINE TEACHER ( November 2018 – September 2019 )


ACADSOC

Responsibilities:
• Teaches English to Chinese children and adult students
• Prepares classes using materials provided by the company
• Focuses on improving students listening, speaking skills and grammar
• Utilize the direct method to improve students on their learning skills
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH

ESL TUTOR
Subic Bay, Freeport Zone, Philippines ( January 2015-Nov. 2018 )

Responsibilities:
• Teaches English to Korean students
• Prepares classes using provided materials
• Focuses on improving students listening, speaking skills and grammar

REPAIR OPERATOR ( June 1998- June 2001)


ACER INFOCOM PHILIPPINES
Subic Bay, Freeport Zone, Philippines

Responsibilities:
• Conducts preliminary checking and inspection of Printed Circuit Board from the production
• Request and receive materials needed for repairing
• Resposible for repairing and replacing defective components in the PCB
• Responsible for the data inventory from the repired product as an output

SALES PERSONNEL ( November 1997- May 1998 )


CINDERELLA MARKETING CORPORATION
Subic Bay, Freeport Zone, Philippines

Responsibilities:

• Welcomes customers and offering them assistance


• Directs customers by escorting them to the racks and counters; suggesting items
• Document sales by creating or updating records
• Processes payments by totaling purchases, processing checks, cash, and credit cards
• Contributes to team effort by accomplishing related results as needed

PRODUCTION OPERATOR ( June 1996- October 1997 )


THOMSON AUDIO PHILIPPINES
Subic Bay, Freeport Zone, Philippines
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
Responsibilities:

● Responsible for machine operation, uses equipment to assist with manufacturing,


packaging and other steps along a production line.
● Resposible for the inventory of the finish product.

EDUCATIONAL BACKGROUND:

COLLEGE: With units in Master’s Degree- MBA


Mondriaan Aura College ( In Progress )

Professional Education - PTC


Mondriaan Aura College ( 2019 )
Subic Bay Freeport Zone

Bachelor of Science in Business Administration


Major in Managenent
Mondriaan Aura College ( 2018-2019 )
Subic Bay Freeport Zone
Bachelor of Science in Commerce
Columban College
Olongapo City (1993-1997 )

SECONDARY: Saint James School


Subic Zambales ( 1989-1993 )

PRIMARY: Calapacuan Elem. School


Subic Zambales ( 1983- 1989 )

SKILLS and COURSES :

▪ Computer Technician: Computer Literate


▪ Bachelor of Science in Commerce
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
▪ Bachelor of Science in Business Administration Major in Management
▪ Professional Education

PERSONAL DATA:

Address : Calapacuan ,Subic Zambales


Mobile No. : 09074742642
Civil Status : Married
Age : 43 yrs old
Birthday : April 17, 1977
Bithplace : Subic Zambales
Height : 5’
Nationality : Filipino

I hereby acknowledge that the above information is true and correct to the best of my
knowledge.

__________________________
Cecilia R. Estrada
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH

MARICHU G. APILADO
353 E CORPUZ COMPOUND STA. RITA
OLONGAPO CITY
[email protected]
SSS No. 0111-0821924-2

SUMMARY

Over 12 years of experience working in diverse office settings.


Proficient in MS Word, Excel, and the Internet.
Quick learner who can easily adapt to new responsibilities.
Cooperative, flexible, and dependable, known for getting the job done efficiently.

OFFICE SUPPORT SKILLS AND EXPERIENCE

HR PROJECT SUPERVISOR
FASTRACK MULTI-PURPOSE COOPERATIVE
JAN. 31, 2017 TO PRESENT

PURCHASING SUPERVISOR
GREAT SUPREME TRUCKS & EQUIPMENT, INC.
December 4, 2015 to December 15, 2016

ADMINISTRATIVE ASSISTANT
ABS CBN CORPORATION
RNG TV12-OLONGAPO
March 23 2015 to Oct 31, 2015
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
ACCOUNTING STAFF/ BENEFITS STAFF
AZ CONTRACTING SYSTEM SERVICE, INC.
JUNE 9, 2013 – TO MARCH 14, 2015

AGENT
ALPHA INSURANCE COMPANY
Olongapo City Branch
January –June, 2013

FINANCE COLLECTOR/Assistant to the Manager


2007-2013,
PML LENDING INVESTOR, Inc
Olongapo City

INSURANCE CLERK
2007-2012
STRONGHOLD INSURANCE/PHILIPPINE PHOENIX INSURANCE
Olongapo City

EDUCATIONAL ATTAINMENT

Graduate School : With units in Master’s Degree- MBA


School : Mondriaan Aura College ( In Progress)
Year : 2019 – to present

Vocational : Food and Beverages Services II


School : Best Freeport Colleges
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
Year : Feb – March 2020
Competent

School : Gordon College


Year : 2018 - 2019
Course : Professional Education
License Teacher

Tertiary : Mondriaan Aura College


Course : Bachelor of Science in Accountancy
Year Graduated : 2004-2005

On the Job Training


Equitable PCI Bank/BDO, 2004-2005
Time Square Subic, SBMA

Secondary : Olongapo City National High School


Year Graduated : 2000-2001

Primary : Sta.Rita Elementary School


Year Graduated : 1996-1997

PERSONAL DATA

Birthday : June 29, 1983


Birthplace : Olongapo City
Age : 37
Gender : Female
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
Status : Single
Citizenship : Filipino
Religion : Roman Catholic
Height : 5’6
Weight : 53 kg

CHARACTER REFERENCES

STEVEN PAUL YANG


CHAIRMAN
FASTRACK MULTI-PURPOSE COOPERATIVE
(632) 912-7399

NICANOR PELLEJERA, JR., CPA


CEO
FASTRACK MULTI-PURPOSE COOPERATIVE
(632) 912-7399

Ms. MARICAR LAQUIAN


UNDERWRITER/GENERAL MANAGER
STRONGHOLD INSURANCE/PHILIPPHINE PHOENIX
OLONGAPO CITY
09196560103

MARICHU G, APILADO
Applicant
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH
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CUSTOMER PERCEPTIONS TOWARDS THE SERVICE QUALITY:
A CASE STUDY OF BONCHON CHICKEN RESTAURANT, OLONGAPO BRANCH

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