Service Quality of Local Online Food Delivery Services in a Public School in

Hinigaran

A Research Study Presented to

School of Bachelor of Science in Business Administration

La Consolacion College - Bacolod

In Partial Fulfillment of the Requirements for the

Degree of Bachelor of Science in Business Administration
Major in Marketing Management – ETEEAP

Janolino, Kane Gilbert P.

February 2022
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CHAPTER 1

INTRODUCTION

The study signifies the importance of what service organizations are focusing on

these days when it comes to consumer perception and the meeting of their expectations. It

helps them develop strategies that in turn lead to customer satisfaction (Pattnaik, 2019).

Food delivery businesses have been influenced by technology, challenging time schedules

and changing lifestyles in society. As a result, a sizeable portion of the population,

sometimes orders meals for consumption at locations other than in restaurants where the

meals have been prepared. Food delivery businesses act as agents to make this possible and

by so doing, the quality of the service provided by food delivery businesses can affect the

customer’s satisfaction with the food and possibly, the restaurants (Eresia-Eke et al., 2020).

A professional food-delivery platform is a service company that performs as a

business-to-consumers firm. This kind of firm owns its own resources and hires employees

to deliver its services (Melián-González, n.d.) Orders can also be easily tracked with an

online food menu; it upholds the database for users and develops the food delivery service.

The restaurants and mess can even modify the restaurant menu online and easily upload

images. The perceived control and convenience of online food ordering services were

important to users and non-users (Hidayah et al., 2021). Moreover, the same study cited

that customers value the app features of ease-of-use, real-time tracking with the map, and

suggested options upon restaurant search and fast and fresh food delivery, which were

positively associated with intentions to use the food delivery service apps. During the

service, it is inevitable to have issues on ordering and payment system and courier-related

categories that will prevent the achievement of two main OFD achievements which are
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convenience and timeliness (Lim & Noroña, 2021). The good quality offerings of a firm

bring about good service result, which is customer satisfaction and affects consumers’

choice. Customer satisfaction is defined as the number of customers, or percentage of total

customers, whose reported experience with a firm, its products, or its services (ratings)

exceeds specified satisfaction goals. It is seen as a key performance indicator within

business and is often part of a balanced scorecard (Etuk et al., 2022).

OFD services are internet-based services that allow clients to place food orders and

have it delivered to their homes. FDAs, on the other hand, primarily work through mobile

applications. The FDAs that arise as an organization of strategic collaboration of

franchisees in which food delivery firms play an intermediary function are of interest in

this study (Ray et al., 2019). Internet penetration in the Philippines stood at 67% in January

2021. Thus, quick access on gadgets, smartphones, easy payment, and simplified banking

system result to increase in online food delivery orders and purchases. Food delivery

companies are collecting minimal delivery fees for transportation and convenience cost

(Gamilla, 2021).

Through the effective control of the SDS, the service provider continuously

monitors, evaluates and refines the service delivery process in order to make it more

effective, more cost-efficient and more customer-driven (Lodorfos et al., 2015). Food

delivery apps have grown increasingly popular and are revitalizing the food industry,

exciting customers who are, in turn, paying more attention to the available options. The

shift in customers’ food purchasing behavior has spurred the growth of the food delivery

business (Chotigo & Kadono, 2021). The online food delivery industry has emerged as a

new channel of food delivery and marketing in order to capture a bigger share and sale in
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the food industry. This new type of business delivery has become very popular, especially

among young, busy and working people. In addition, this business has become more

competitive due to the increasingly new business entries and users’ expectation resulted

from the anxiety of online food ordering and time convenience, but not at the expense of

providing quality products and services (Yusra & Agus, 2020). Servqual approach,

developed by [4] was used to identify customer needs attributes through voice of customer

based on five dimensions of service quality, namely tangible, reliability, responsiveness,

assurance, and empathy. Servqual was also used to find out customer satisfaction, based

on gap between perception and expectation.(Elvandari et al., 2018)

The researcher is determine to focus on SERVQUAL of local online food delivery

services in a public school in Hinigaran. Through this study of the OFDS’ in Hinigaran,

this will help improve its SERVICE QUALITY to increase the customer’s satisfaction on

the business.

Statement of the Problem

This study will aim to find out the Teacher’s satisfaction on local online food

delivery services in Hinigaran.

The study will address the following problems:

1. What is the Teacher’s level of satisfaction on Local Online Food Delivery Services in

terms of tangibility, reliability, responsiveness, assurance, and empathy when taken

collectively and when will be grouped according to age, sex, civil status and income?
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2. Is there a significant difference on the Teacher’s level of satisfaction on Online Food

Delivery Services in terms of tangibility, reliability, responsiveness, assurance, and

empathy when grouped according to age, sex, civil status and income?

Hypothesis

There is no significant difference on the Teacher’s level of satisfaction on Online

Food Delivery Services in terms of tangibility, reliability, responsiveness, assurance, and

empathy when grouped according to age, sex, civil status and income.

FRAMEWORK

The attainment of quality in products and service has become a pivotal concern of

the 1980s. While quality in tangible goods has been described and measured by marketers,

quality in services is largely undefined and unresearched. The authors attempt to rectify

this situation by reporting the insights obtained in an extensive exploratory investigation

of quality in four service businesses and by developing a model of service quality.

Propositions and recommendations to stimulate future research about service quality are

offered (Parasuraman et al., 1985). The study focus is on measuring the service quality and

satisfaction of the people using on-demand ride services through the Servqual instrument.

In order to fulfill the objective, the research design includes a part of the exploratory

and descriptive analysis. The technique used is the survey method, which was conducted

through questionnaires. The Servqual model which is proposed by (Parasuraman et al.,

1985), is used as the main guide for the structured questionnaire which has been further

modified according to the food delivery service providers (Pattnaik, 2019). Gap analysis
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was only done on the gap that occurs between perceived services and expected services

(Elvandari et al., 2018). The discussions centered on issues such as the meaning of quality

in the context of the service in question, the characteristics the service and its provider

should possess in order to project a high- quality image, and the criteria customers use in

evaluating service quality. Comparison of the findings from the focus groups revealed that,

regardless of the type of service, customers used basically the same general criteria in

arriving at an evaluative judgement about service quality (Liu & Chen, 1985). Customer

service expectations can be categorize into five overall dimensions: reliability, tangibles,

responsiveness, assurance and empathy (Parasuraman et al., 1991). With respect to food

delivery businesses, the issue of empathy may be vital as customers who order food may

expect for instance, that requisite care will be exercised in the handling of the food during

the process of its delivery (Eresia-Eke et al., 2020). Quality evaluations are not made solely

on the outcome of the service; they also involve evaluations of the process of service

delivery (Parasuraman et al., 1985).

The conceptual model of the study is developed based on customer satisfaction and

retention in relation to service quality: it examines the influence of service quality on

customer satisfaction and retention and the influence of customer satisfaction on customer

retention. The conceptual framework presumes that there are relationships between the

independent constructs, service quality (SQ) and food quality (FQ), the mediating

construct, customer satisfaction (CS), and the dependent variable, customer retention (CR)

(Al-Tit, 2015). Time is identified as an asset that needs to be managed since time is money

or business. Users believed that is reasonable waiting time was longer than the perceived

waiting time, which influenced their experiences (Hidayah et al., 2021). The research will
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provide insights on how to improve service quality, chain partners’ collaboration, and

customer retention with an innovation point of view, drawing away from the common

approach in maximizing one’s benefits to one that caters for the mutual benefit of the major

stakeholders of the foodservice delivery industry. Moreover, the undertaking can prompt

policymakers and industry leaders to set the tone for change for the overall improvement

in today’s excellent value-seeking society with new generation technologies and emerging

markets (Lim & Noroña, 2021).

Below is the Schematic Diagram of the study:

Public Teachers of HNHS

• Age
• Sex
• Civil Status
• Income

Level of satisfaction towards

OFD’s

• Tangibility
• Reliability
• Responsiveness
• Assurance
• Empathy

Proposed Marketing Plan

FIGURE 1. SCHEMATIC DIAGRAM

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The study will focus on Teacher’s level of satisfaction on the Service Quality dimensions

of the Online Food Delivery Services in Hinigaran in consideration to their age, sex, civil status

and income. The respondents will evaluate the SERVQUAL dimensions in the areas of

tangibility, empathy, reliability, responsiveness, and assurance. The result of the study may lead

to the development of the Service Quality Enhancement to increase customer’s satisfaction on

Online Food Delivery Services.

Scope and Limitations

The descriptive- comparative study with the use of an adopted and modified survey

instrument will determine the Teacher’s level of satisfaction on the Service Quality

dimensions on Online Food Delivery Services. The duration of the data collection may

cover the months of February 2022- April 2022.

Significance of the Study

The study may serve as an important reference for the following person or group of

people.

Department of Trade and Industry (DTI). The study may help to improve the

legalities and licenses to be implemented by the DTI to the OFDS.

Food Delivery Personnel. The study may serve as a baseline for the delivery

personnel to whom they may be a part of implementing the online food delivery services.

Future Researchers. The study may be beneficial for aspiring researchers

especially in the field of Service Quality dimensions that may evaluate.

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OFDS’ App Developers. The results of the study may serve as a basis for the

decision-making for the improvement of the services of app developers on the business.

Public Teachers. The study may help to improve Teacher’s experience on OFDS’.

Restaurant Owners/Managers. The study may serve as a basis for the

improvement of quality of food preparation of the restaurants connected to the service.

Researcher. This study may results to enlighten the researcher on the services

which needs to be sustained and improved.

Definition of Terms

The terms will be defined operationally as used in this study.

Assurance. Knowledge and courtesy of employees and their ability to inspire trust

and confidence (Liu & Chen, 1985).

Customer’s Satisfaction. Satisfaction is a summary psychological state resulting

when the emotion surrounding disconfirmed expectations is coupled with the consumer's

prior feelings about the consumption experience (Liu & Chen, 1985).

Empathy. Caring, individualized attention the firm provides its customers (Liu &

Chen, 1985).

Reliability. Involves consistency of performance and dependability (Parasuraman

et al., 1985)

Responsiveness. Concerns the willingness or readiness of the employees to provide

service (Parasuraman et al., 1985).

Service Quality. Basically, service quality is the form of customer perception

during the purchasing process and also when the product/service is being delivered and
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recognized as the gap model which is the comparison between the customer’s perceptions

of perceived service with their expectation (Yusra & Agus, 2020)

Tangibility. Includes the physical evidence of the service (Parasuraman et al.,

1985).
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Chapter 2

METHODOLOGY

This chapter will present the research design used in this study, the respondents of

the study, the research instrument to be used to gather data, the validity and reliability of

the instrument, the data-gathering procedure, and the statistical tools utilize to analyze and

interpret the data.

Research Design

The study will employ or utilize the descriptive comparative design that aims to

describe the difference between the select demographic profiles of the respondents to

determine the Teacher’s level of satisfaction on the SERVQUAL Dimensions of local

online food delivery services in Hinigaran. This research design is considered the most

suitable to answer the problems. The survey questionnaire is the most common way of

obtaining information under this design.

Respondents of the Study

The researcher first asks permission from the owner of a local online food delivery

service in Hinigaran. The respondents in this study were Public Teachers of Hinigaran

National High School that uses the services of Delivery Pal and were willing to fill out the

main questionnaire. A survey on the characteristics of respondents was conducted to

determine to which extent the characteristics variation of respondents as consumers.

Data Gathering Instrument

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The adopted modified instrument from the published work of Cecilia Desvita Ratna

Elvandari1, Anggoro Cahyo Sukartiko*,1, and Arita Dewi Nugrahini1 will be used in the

study. The questionnaire will be divided into two (2) parts. The first part of the survey

will be the profile of the respondents, which directs the respondents to answer their details

on age, sex, civil status and income.

The second part will be the survey about the main topic of this study. The topic will

be focusing on the Teacher’s level of satisfaction. The instrument will have a four-point

Likert scale which will serve as the options for the answers of the consumers in the aspects

of the five dimensions reflecting tangibility, empathy, reliability, responsiveness, and

assurance The following will be the scale:

CODE DESCRIPTION INTERPRETATION

1 Strongly Agree Very High Level of satisfaction

3 Agree High Level of satisfaction

2 Disagree Low Level of satisfaction

1 Strongly Disagree Very Low Level of satisfaction

Data Gathering Procedure

The researcher will write an email or letter seeking the permission of the developers

of OFDS in Hinigaran. As soon as the researcher will be approved, the researcher will

distribute the questionnaires to the respondents. The researcher will assure that the

respondents written responses will be treated with the utmost confidentiality and will be

used for academic purposes only.

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Validity
Validity is defined as the extent to which a concept is accurately measured in a

quantitative study (Heale & Twycross, 2015). The Adopted-Modified questionnaire will

be validated by fifteen (15) experts in researches at La Consolacion College-Bacolod.

Using the Content Validity Ratio (CVR) developed by Lawshe (1962), the rating of 1-

essential, 2-useful but not essential, and 3-not essential will be rated by the panel of experts.

It should obtain a score of .60-1.00.

Reliability
Reliability refers to the precision and consistency of the study findings. When the

answers of the survey generate a similar result, the finding is said to be reliable. The amount

of error existing in the findings also indicates how reliable the research is. (Heale &

Twycross, 2015). The researcher will use utilize the Cronbach’s Alpha Method to measure

the reliability of the instrument. It should obtain a score of .70 to 1.00.

Data Gathering Procedure

After establishing the validity and reliability of the research instrument, it was then
distributed to the respondents. A consent notice was included as part of the content of the
research questionnaire. The respondents were encouraged to read the consent notice to
inform them the purpose of the research. The researcher assisted the respondents to answer
the survey and made sure that all data were answered by them. Average time to answer the
questionnaire was 3 to 5 minutes only. The answered survey questionnaire was then subject
for statistical treatment.
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Ethical Considerations

The researcher will personally/ virtually meet the respondents and explain the

nature of the study and the need for their participation. The schedule of the data collection

with the respondents will be set at their most agreeable and convenient time. To encourage

open dialogue, each data gathering will be held in an easily accessible location and will be

conducted informally to make sure that the respondents will be comfortable in their

psychological space.

Statistical Treatment

To interpret the data effectively, the researcher employed the following statistical

treatment with the help of a statistician.

For Objective 1, descriptive statistics, mean and standard deviation, will be used

for the Teacher’s level of satisfaction on Local Online Food Delivery Services in Hinigaran

in terms of tangibility, reliability, responsiveness, assurance, and empathy when taken

collectively and when grouped according to age, sex, civil status and income.

The data will be interpreted using the following description presented in the table

below:

Interpretation Table for the level of Customers Satisfaction

Rating Scale Description Mean Score Range Interpretation
4 Strongly Agree 3.26 -4.00 Very Satisfied
3 Agree 2.51 - 3.25 Satisfied
2 Partly Agree 1.76 - 2.50 Slightly Satisfied
1 Disagree 1.00 - 1.75 Not Satisfied
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For Objective 2, to test for the significant difference in the significant difference

on the Teacher’s level of satisfaction on Local Online Food Delivery Services in Hinigaran

in terms of tangibility, reliability, responsiveness, assurance, and empathy when grouped

according to age, sex, civil status and income, the data will first tested for normality test

using Shapiro-Wilk test if the results suggest a deviation from normality. When the result

showed that it cannot assume normality in the data set, non-parametric statistical test was

utilized or Mann Whitney U- test for sex and age variables and Krusskal Wallis for

occupation variable.
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SAMPLE SURVEY QUESTIONNAIRE

Service Quality of Local Online Food Delivery Services in a Public School in Hinigaran
I. Respondent’s Profile

Name (Optional):________________________________________ Sex: ______

Age: _____
Civil Status: ________ Average Monthly Income: ___________

Part II – Instruments for Interpretation and Description

Please read the following and put a check on the numerical equivalent of your
response with the statements listed below.

Number Code Description Interpretation

4 Strongly Agree Very High Level of satisfaction
3 Agree High Level of satisfaction

2 Disagree Low Level of satisfaction

1 Strongly Disagree Very Low Level of satisfaction

Item No. Indicate how you perceived the following 4 3 2 1

attributes:
1 Tangibility
1.1 Neat and clean courier appearance
1.2 Attractive display of website/application
1.3 Clean condition of food box used by the courier
1.4 User-friendly application to place an order
2 Reliability
2.1 Complete information on websites/application
2.2 Good condition (not broken/ messy) of the
ordered foods
2.3 Affordable delivery cost
2.4 Affordable price of the listed outlets partners
2.5 Wide coverage area
3 Responsiveness
3.1 Clear explanation from the courier/receptionist
3.2 Quick response to customer complaints
3.3 Ease tracking of courier position
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3.4 Reliable information on estimated delivery

times
Item No. Indicate how you perceived the following 4 3 2 1
attributes:
4 Assurance
4.1 Regularly updated information in
website/application
4.2 Completely listing of outlets partners
4.3 Different payment methods
4.4 Timely in delivering foods
4.5 Easy to place order through website/application
4.6 Orders received as ordered
4.7 Compensation for the wrong order
4.8 Accurate price calculation
4.9 Availability of change money
4.10 Readiness to take and meet all consumer orders
5 Empathy
5.1 Rewards loyal customers
5.2 Friendly and polite courier and receptionist
5.3 Consumer-oriented working hours