Home⇛Journal of Tourism and Hospitality Research⇛vol. 21 no. 1 (2024)

Critical Success Factors Affecting Fast Casual Restaurants In Cities Of Batangas

Chedrick P. Tonatos | Rachelle Anne C. Escarez | Earl John G. Ilagan | Sean Denrence J. Pendo | Patricia Kyle H. Pengson | Sevilla S. Felicen

 

Abstract:

This study examines the factors contributing to the success of fast casual restaurants in cities of Batangas. Its objectives were to evaluate restaurant attributes, success criteria, client profiles, and the influence of demographic variables on success evaluation. By means of a survey questionnaire given to 257 clients, data were collected using a descriptive quantitative research approach. Using SPSS version 28, statistical analyses were performed using the weighted mean, Mann-Whitney U test, Kruskal Wallis test, and frequency distribution. The majority of respondents, with a balanced gender distribution, were between the ages of 26 and 41, and they visited the restaurant every other week, according to the results. Clients were pleased with the restaurant's environment, hours, and menu diversity as well as its professional staff, affordable costs, and quick service. Considerable variations were observed in the evaluation of success concerning education and income bracket, whereas the impression of restaurant ambiance was impacted by age. Respondent confidentiality was guaranteed by ethical reasons. Action plans based on study results are among the recommendations made to improve the performance and contentment of the fast casual restaurants in cities of Batangas.



References:

  1. Ali, F., Harris, K. J., & Ryu, K. (2019, April). Consumers’ return intentions towards a restaurant with foodborne illness outbreaks: Differences across restaurant type and consumers’ dining frequency. Food Control, 98, 424–430. https://doi.org/10.1016/j.foodcont.2018.12.001
  2. Asani, E., Vahdat-Nejad, H., & Sadri, J. (2021, December). Restaurant recommender system based on sentiment analysis. Machine Learning With Applications, 6, 100114. https://doi.org/10.1016/j.mlwa.2021.100114
  3. Baiomy, A. E., Jones, E., & Goode, M. M. H. (2017, July 11). The influence of menu design, menu item descriptions and menu variety on customer satisfaction. A case study of Egypt. Tourism and Hospitality Research, 19(2), 213–224. https://doi.org/10.1177/1467358417708228
  4. Barlan-Espino, A. G. (2021). Organizational Resiliency Framework for Restaurant Establishments. ASEAN Multidisciplinary Research Journal, 9, 41-46. https://paressu.org/online/index.php/aseanmrj/article/view/299/235
  5. Bhutani, S., Schoeller, D. A., Walsh, M. C., & McWilliams, C. (2016). Frequency of eating out at both Fast-Food and Sit-Down restaurants was associated with high body mass index in Non-Large metropolitan communities in Midwest. American Journal of Health Promotion, 32(1), 75–83. https://doi.org/10.1177/0890117116660772
  6. Biswas, D., Lund, K., & Szocs, C. (2019). Sounds like a healthy retail atmospheric strategy: Effects of ambient music and background noise on food sales. Journal of the Academy of Marketing Science, 47(1), 37–55. https://doi.org/10.1007/s11747-018-0583-8
  7. Burghelea, M. R., Plaias, I., & El-Murad, J. (2015). The Effects of Music as an Atmospheric Variable on Consumer Behaviour in the Context of Retailing and Service Environments. In International Conference on Marketing and Business Development Journal (Vol. 1, No. 1, pp. 377-392). The Bucharest University of Economic Studies.
  8. Canny, I.U. (2014). Measuring the Mediating Role of Dining Experience Attributes on Customer Satisfaction and Its Impact on Behavioral Intentions of Casual Dining Restaurant in Jakarta. International Journal of Innovation, Management and Technology, 5 (1), 25-29.
  9. Charlesworth. (2021). How to include and discuss other studies in your research paper | CW Authors. https://www.cwauthors.com/article/how-to-refer-to-other-studies-or-literature-in-the-different-sections-of-a-research-paper
  10. Chaowanapunja, C. (2019). Factors that influence consumers to choose a restaurant in Bangkok metropolitan area. Bangkok: มหาวิทยาลัยมหิดล. Retrieved from https://archive.cm.mahidol.ac.th/handle/123456789/3518
  11. Choachaicharoenkul, S., Coit, D., & Wattanapongsakorn, N. (2022). Multi- Objective Trip Planning With Solution Ranking Based on User Preference and Restaurant Selection. IEEE Access, 10, 10688–10705. https://doi.org/10.1109/access.2022.3144855
  12. Cheng, Y. S., Kuo, N. T., Chang, K. C., & Wu, H. T. (2021, November 18). Using Data Mining Methods to Predict Repeat Patronage Intention in the Restaurant Industry. Journal of Quality Assurance in Hospitality & Tourism, 23(6), 1548–1574. https://doi.org/10.1080/1528008x.2021.2002787
  13. Chun, S. H., & Nyam-Ochir, A. (2020). The effects of fast-food restaurant attributes on customer satisfaction, revisit intention, and recommendation using DINESERV scale. Sustainability, 12(18), 7435.
  14. Diehl, A., Stephenson, A. L., & Dzubinski, L. M. (2022, March 2). Research: How Bias Against Women Persists in Female-Dominated Workplaces. Harvard Business Review. https://hbr.org/2022/03/research-how-bias-against-women-persists-in-female-dominated-workplaces
  15. Friedmann, P. (2022, August). Opening Hours as a Determinant of Restaurant Quality Perception? Evidence from Tripadvisor Data [Preprint]. Technische Universität Darmstadt. https://www.researchgate.net/publication/362859903
  16. Githiri, M. N. (2018, August). Effect of customer satisfaction on food quality in relation to demographic characteristics as a result of cooking and serving practices at Kenyan star rated restaurant. https://journals.co.za/doi/abs/10.10520/EJC-11e3e170fb
  17. Gursoy, D., Lim, W., & Koo, G. (2021). Rethinking the restaurant business model in the COVID-19 era: The case of casual dining restaurants. International Journal    of    Hospitality    Management,   97,    103016. https://doi.org/10.1016/j.ijhm.2021.103016
  18. Han, H., & Hyun, S. S. (2017). Impact of hotel-restaurant image and quality of physical environment, service, and food on satisfaction and intention. International Journal of Hospitality Management,  63,  82-92. https://doi.org/10.1016/j.ijhm.2017.03.006
  19. Hanaysha, J. . (2016). Testing the Effects of Food Quality, Price Fairness, and Physical Environment on Customer Satisfaction in Fast Food Restaurant Industry. Journal of Asian Business Strategy, 6(2), 31–40. https://doi.org/10.18488/journal.1006/2016 6.2/1006.2.31.40
  20. Kattara, H.S., Weheba, D. & Ahmed, O. (2015). 1 The impact of employees' behavior on customers' servicequality perceptions and overall satisfaction, African Journal of Hospitality, Tourism and Leisure ,Vol. 4 (2)
  21. Kiatkawsin, K., & Han, H. (2019). What drives customers’ willingness to pay price premiums for luxury gastronomic experiences at michelin-starred restaurants? International Journal of Hospitality Management, 82, 209–219. https://doi.org/10.1016/j.ijhm.2019.04.024
  22. Kim, E. (2016). Understanding customer perception of restaurant innovativeness and customer value co-creation behavior. https://core.ac.uk/download/pdf/45660578.pdf
  23. Kim, H., & Qu, H. (2020). Effects of employees’ social exchange and the mediating role of customer orientation in the restaurant industry. International Journal of Hospitality Management, 89, 102577. doi: https://doi.org/10.1016/j.ijhm.2020.102577
  24. Kimes, S. E. (2022). The future of service technology in the hospitality industry. Cornell Hospitality Quarterly, 63(1), 92-108. https://doi.org/10.1177/19389655211035089
  25. Lim, J. H., & Kim, M. S. (2019). The Influence of Themed Menus on Restaurant Differentiation and Customer Experience: An Empirical Study. International Journal of Hospitality Management.
  26. Liu, Y., & Wang, Q. (2019). The Impact of Lower Prices on Restaurant Choice and Customer Accessibility: A Consumer Perspective. Journal of Foodservice Business Research.
  27. Luo, C. C., Wang, Y. C., & Tai, Y. F. (2019). Effective training methods for fostering exceptional service employees. Journal of Hospitality and Tourism Insights, 2(4), 469-488.
  28. McCombes, S. (2019, March 21). How to Write a Discussion Section | Checklist and Examples. Scribbr. https://www.scribbr.com/dissertation/discussion/
  29. Millano, J. (2018). Menu Mediums: Understanding the Influence of Physical Characteristics of a Restaurant Menu to Customers (Master's thesis, University of Stavanger, Norway).
  30. Miranda-Nieto, A., & Boccagni, P. (2020, May 4). At Home in the Restaurant: Familiarity, Belonging and Material Culture in Ecuadorian Restaurants in Madrid.  Sociology, 54(5), 1022–1040. https://doi.org/10.1177/0038038520914829
  31. Moon, S. J. (2021, January). Investigating beliefs, attitudes, and intentions regarding green restaurant patronage: An application of the extended theory of planned behavior with moderating effects of gender and age. International Journal of Hospitality Management, 92, 102727. https://doi.org/10.1016/j.ijhm.2020.102727
  32. Namin, A. (2017). Revisiting customers’ perception of service quality in fast food restaurants. Journal of Retailing and Consumer Services, 34, 70–81. https://doi.org/10.1016/j.jretconser.2016.09.008
  33. Nguyen, H. M., Nguyen, C., Ngo, T. T., & Nguyen, L. V. (2019). The effects of job crafting on work engagement and work performance: A study of Vietnamese commercial banks. Journal of Asian Finance, Economics and Business, 6(2), 189-201.
  34. Nyathela-Sunday, T., Lekata, S., Kesa, H., & Selepe, M. (2024, March 11). The Disruption of the Pandemic in the use of Hospitality Establishments and Services in South Africa. International Conference on Tourism Research, 7(1), 297–305. https://doi.org/10.34190/ictr.7.1.2209
  35. Omar, A. R. C., Ishak, S., & Jusoh, M. A. (2020). The impact of Covid-19 Movement Control Order on SMEs’ businesses and survival strategies. Geografia- Malaysian Journal of Society and Space, 16(2), 90-103.
  36. Otoo, F. N. K., & Mishra, M. (2018). Influence of human resource development (HRD) practices on hotel industry’s performance: The role of employee competencies. European Journal of Training and Development.
  37. Park, H., & Lee, J. (2020). Impact of Menu Variety on Customer Satisfaction and Restaurant Performance: Evidence from the Casual Dining Sector. Journal of Hospitality & Tourism Research.
  38. Puteh, F., Kaliannan, M., & Alam, N. (2016). Employee core competencies and organisational excellence: An interpretative analysis. Australian Journal of Business and Economic Studies, 2(1), 45-55.
  39. Remar, D., Sukhu, A., & Bilgihan, A. (2021, December 20). The effects of environmental consciousness and menu information on the perception of restaurant image. British Food Journal, 124(11), 3563–3581. https://doi.org/10.1108/bfj-06-2021-0666
  40. Ryu, K., Jarumaneerat, T., Promsivapallop, P., & Kim, M. (2023, February). What influences restaurant dining out and diners’ self-protective intention during the COVID-19 pandemic: Applying the Protection Motivation Theory. International Journal of Hospitality Management, 109, 103400. https://doi.org/10.1016/j.ijhm.2022.103400
  41. Ryu, K., Kim, H. J., Lee, H., & Kwon, B. (2021). Relative effects of physical environment and employee performance on customers’ emotions, satisfaction, and behavioral intentions in upscale restaurants. Sustainability, 13(17), 9549. https://doi.org/10.3390/su13179549
  42. Shona. (2020, March 21). How to Write a Discussion Section | Checklist and Examples. Scribbr. https://www.scribbr.com/dissertation/discussion/
  43. Slabá, M. (2020, January 7). The impact of age on the customers buying behaviour and attitude to price. Littera Scripta. https://doi.org/10.36708/littera_scripta2019/2/11
  44. Smith, L., Johnson, M., & Brown, K. (2019). The Impact of Exclusive Dining Experiences on Customer Perceptions and Willingness to Pay: A Study in the Restaurant Industry. Journal of Hospitality Marketing & Management.
  45. Tacardon, E. R., Ong, A. K. S., & Gumasing, M. J. J. (2023). The perception of food quality and food value among the purchasing intentions of street foods in the capital of the Philippines. Sustainability, 15(16), 12549. https://doi.org/10.3390/su151612549
  46. Tuncer, I., Unusan, C., & Cobanoglu, C. (2020, August 10). Service Quality, Perceived Value and Customer Satisfaction on Behavioral Intention in Restaurants: An Integrated Structural Model. Journal of Quality Assurance in           Hospitality & Tourism, 22(4),  447–475. https://doi.org/10.1080/1528008x.2020.1802390
  47. Turkay, O., & Şengül, S. (2014). Employee Behaviors Creating Customer Satisfaction: A Comparative Case Study On Service Encounters At a Hotel. ResearchGate. European Journal of Tourism, Hospitality and Recreation, 5, 25 - 46.
  48. Tüzünkan, D., & Albayrak, A. (2016). The Importance of Restaurant Physical Environment For Turkish Customers. Journal of Tourism Research and Hospitality, 05(01). https://doi.org/10.4172/2324-8807.1000154
  49. Vajjhala, V., & Ghosh, M. (2021, August 20). DECODING THE EFFECT OF RESTAURANT REVIEWS ON CUSTOMER CHOICE: INSIGHTS FROM ZOMATO. Journal of Foodservice Business Research, 25(5), 533–560. https://doi.org/10.1080/15378020.2021.1964417
  50. Wang, J., & Yan, X. (2017, July). How location matters in restaurant success?. In PACIS (p. 237).
  51. Wild, F., Czerny, M., Janssen, A. M., Kole, A. P., Zunabovic, M., & Domig, K. J. (2014). The evolution of a plant-based alternative to meat. Agro FOOD Industry Hi Tech, 25(1), 45-49.
  52. Yang, W., Kimes, S. E., & Sessarego, M. M. (2020). Menu price presentation influences on consumer purchase behavior in restaurants. International Journal    of    Hospitality    Management, 89, 102534. https://doi.org/10.1016/j.ijhm.2020.102534
  53. Zhang, Y., & Chen, X. (2018). The Influence of Menu Variety on Restaurant Success: A Customer Perception Study. International Journal of Contemporary Hospitality Management.
  54. Zhang, T., Chen, J., & Hu, B. (2019). Authenticity, quality, and loyalty: Local food and sustainable tourism experience. Sustainability, 11(12), 3437. https://doi.org/10.3390/su11123437
  55. Zhang, Y., & Shao, B.-J. (2019). Influence of service-entry waiting on customer’s first impression and satisfaction: The moderating role of opening remark and perceived in-service waiting. Journal of Service Theory and Practice, 29(5/6), 565-591. https://doi.org/10.1108/JSTP-12-2018-0271 

Tools


Copyright © 2025  KITE Digital Educational Solutions |  Exclusively distributed by CE-Logic