Servicescape of Casual Dining Restaurants in Rinconada, Philippines

Rosalie B. Bulalacao; Jairo N. Repatacodo

doi:10.56741/jmsd.v4i01.881

Authors

Rosalie B. Bulalacao Camarines Sur Polytechnic Colleges
Jairo N. Repatacodo
jairepatacodo@cspc.edu.ph
Camarines Sur Polytechnic Colleges

DOI:

https://doi.org/10.56741/jmsd.v4i01.881

Keywords:

Casual Dining Restaurant, Customer Expectation, Customer Perception, Servicescape

Abstract

Despite the escalating popularity, one of the most common reasons for casual dining restaurant failure is the inability to fulfill the servicescape expectations and experiences of its customers. This study determined the servicescape of casual dining restaurants in Rinconada. More specifically, the study presents the demographic profile of respondents in terms of age, gender, marital status, highest educational attainment, monthly income and frequency of visits. Assess the casual dining restaurant servicescape expectations and perceptions of customers along with ambient conditions, spatial layout, décor, signs, symbols and artifacts. Quantitative correlational research design and descriptive methods with an adopted questionnaire were used in the study. Stratified Random Sampling was used with 395 respondents that are customers of registered and DOT Accredited restaurants. That there is a highly significant relationship exists between servicescape expectations and perceptions of customers where the greater the expectation the better the perception. The proposed recommendations are deemed necessary as they serve as a tool for casual dining restaurants to create consistent, high-quality, and customer-centric environments that contribute to overall business success and competitiveness.

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Author Biographies

Rosalie B. Bulalacao, Camarines Sur Polytechnic Colleges

is an instructor at Camarines Sur Polytechnic Colleges, Nabua, Camarines Sur, Philippines. She completed her Bachelor of Science in Food Service Management (BSFSM) in 2016 and her master’s degree in Business Management (MBM) in 2020 at the same institution. She graduated with her Doctor of Philosophy in International Hospitality and Tourism Management (PhD-IHTM) at Lyceum of the Philippines University-Batangas (LPU-B) in 2023. She is a licensed professional teacher (LPT). (email: rosaliebulalacao@cspc.edu.ph).

Jairo N. Repatacodo, Camarines Sur Polytechnic Colleges

is an instructor at Camarines Sur Polytechnic Colleges, Nabua, Camarines Sur, Philippines. He completed his Bachelor of Science in Food Service Management (BSFSM) in 2020 and his master’s degree in Business Management (MBM) in 2024 at the same institution. He is currently pursuing his doctorate in Business Administration with a Concentration in Hospitality and Tourism Management (DBAHTM) at Holy Angel University, Los Angeles, Pampanga. He is a licensed professional teacher. (email: jairepatacodo@cspc.edu.ph).

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