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CUSTOMERS’ PERCEPTIONS OF FLOATING RESTAURANT: THE CASE OF ISDAAN FLOATING RESTAURANT OF CALAUAN, LAGUNA

An Undergraduate Thesis ProposalPresented to the Faculty of the

College of International Tourism and Hospitality ManagementLyceum of the Philippines University Cavite

In Partial Fulfillmentof the Requirements of the Degree

Bachelor of Science in Cruise Line Operations in Hotel Services

ALIMAGNO, JERICO IAN O.ARNESTO, ALDRIN G.

SALIBA, MARK GABRIEL R.

July 2014

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CHAPTER I

INTRODUCTION

Background of the Study

Eating away from home goes beyond just satisfying hunger and has become a

popular form of entertainment. People go out to eat, and they expect to derive pleasure

and satisfaction from it, especially whenever the food is presented in a charming place

(Warde & Martens as cited by Abdelhamied, 2011). Value, quality, variety and dining

environment are the criteria upon which the consumer bases his/her everyday dining

decisions. Abdelhamied (2011) differentiated between dining out and eating out and

stated that customers who dine out are looking for a whole meal experience, which

includes good food and beverage products, good service and good atmosphere, while

those who eat out are just seeking to satisfy their hunger regardless the environment of

the restaurants.

One of the types of restaurants that are said to provide a different experience to

customers who dine out is a floating restaurant. Floating restaurant is a vessel, which is

usually a type of steel barge, used as a restaurant on water. Sometimes retired ships

(commercial or warships) are given a second lease of life as floating restaurants. An

example of such a warship is HMS Belfast, which was converted to serve as a floating

restaurant on the River Thames in London.

Floating restaurants are a new phenomenon for dining out in the Philippines,

where customers can be provided not only with a meal but also an entertaining casual

dining experience with unrivalled views of the bodies of water. Floating restaurant is one

of the fastest growing sectors for dining out in the Philippines.

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The focus of this study will be the Isdaan Floating Restaurant of Calauan, Laguna.

From the name of the restaurant itself, Isdaan Calauan Laguna's specialties are sea foods

and mainly Filipino foods. This floating resto-fun park is not only a typical type of

restaurant but also a huge park where families and friends can bond and spend some

quality time.

Statement of the Problem

The primary aim of this study is to assess the customers’ perceptions of the Isdaan

Floating Restaurant of Calauan, Laguna with regards to service-related attributes, food-

related attributes, and atmosphere-related attributes.

Specifically, this will seek answers to the following research problems:

1. What is the profile of selected customers of the Isdaan Floating Restaurant of

Calauan, Laguna in terms of:

1.1 Age,

1.2 Gender,

1.3 Occupation, and

1.4 Monthly family income?

2. What is the perception of selected customers on restaurant attributes of the

Isdaan Floating Restaurant of Calauan, Laguna as to:

2.1 Service-related attributes,

2.2 Food-related attributes, and

2.3 Atmosphere-related attributes?

3. What is the level of customers' satisfaction with Isdaan Floating Restaurant?

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4. What is the repeat patronage intention of the customers of Isdaan Floating

Restaurant?

Objectives of the Study

In general, this study will examine the customers’ perceptions of Isdaan Floating

Restaurant of Calauan, Laguna.

Specifically, this aims to:

1. Describe the profile of the customers of Isdaan Floating Restaurant of

Calauan, Laguna in terms of age, gender, occupation and monthly family

income;

2. Determine the perception of selected customers on restaurant attributes of the

Isdaan Floating Restaurant of Calauan, Laguna as to: service-related

attributes, food-related attributes, and atmosphere-related attributes;

3. Assess the level of customers' satisfaction with Isdaan Floating Restaurant;

and

4. Determine the repeat patronage intention of the customers of Isdaan Floating

Restaurant.

Significance of the Study

This study is significant in several respects:

CLHS students. This study would provide CLHS students with more insights on

customers’ satisfaction with restaurant attributes specifically in the operation of a floating

restaurant. Since floating restaurant is an under research area in the field of hospitality,

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this study would provide CLHS students with more knowledge on what customers expect

from a floating restaurant.

Floating restaurant owners and managers. In terms of practice, this study will

provide information to owners and managers of floating restaurants in the Philippines

about the restaurant attributes that affect customers’ satisfaction with the restaurant. This

information might help them decide the types of foods, services, facilities and

improvements that could be made based on the perspectives of their customers.

Future researchers. The results of this study have further implications for future

research. Researchers may use this study as a basis in developing future studies on

floating restaurants.

Conceptual Framework

The framework for this study is based on a Input-Process-Output model that

originated in systems thinking. Figure 1 shows the conceptual paradigm of the study.

The input variables include: the perception of the customers on restaurant

attributes of Isdaan Floating Restaurant as to service-related attributes, food-related

attributes, and atmosphere-related attributes; the level of satisfaction of the customers

with Isdaan Floating Restaurant; and the repeat patronage intention of the customers of

Isdaan Floating Restaurant.

The process includes: identification and sampling of the study participants,

conduct of surveys, statistical analysis of data and interpretation and discussion of results.

INPUTS

Profile of Customers of Isdaan Floating RestaurantAge

GenderOccupation

Monthly family income

Perception of the Customers on Restaurant Attributes of Isdaan Floating RestaurantService-related attributesFood-related attributes

Atmosphere-related attributes

Level of Satisfaction of the Customers with Isdaan Floating Restaurant

Repeat Patronage Intention of the Customers of Isdaan Floating Restaurant

PROCESS

Identification and sampling of the study participants

Conduct of surveys

Statistical analysis of data

Interpretation and discussion of results

OUTPUT

The Relationship between Level of Customers’ Satisfaction with Isdaan Floating Restaurant and Customers’ Repeat Patronage Intention

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The final component of the IPO model is the output or the ultimate goal of this

study - the relationship between level of customers’ satisfaction with Isdaan Floating

Restaurant and customers’ repeat patronage intention.

Figure 1. The Conceptual Paradigm

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Scope and Limitations of the Study

The sampling frame consisted of customers of the Isdaan Floating Restaurant of

Calauan, Laguna only. A sample of 100 customers of Isdaan Floating Restaurant will

serve as the study participants. The participants should be at least 18 years of age since

they have some level of maturity to answer the questions provided in the questionnaire.

The scope of the study will include the perception of selected customers on

restaurant attributes of the Isdaan Floating Restaurant, the level of customers’ satisfaction

with Isdaan Floating Restaurant, the repeat patronage intention of the customers of Isdaan

Floating Restaurant. A survey instrument will be used to gather information with the

target participants.

Definition of Terms

The following terms are defined operationally as they are used in this study:

Customer satisfaction is the participant’s fulfillment response or judgment from

the product or service attributes of Isdaan Floating Restaurant. It is an overall post-

purchase evaluation of the participant whether the restaurant has performed relatively

well or poorly based on the restaurant attributes.

Floating restaurant refers to a vessel, usually a large steel barge, used as a

restaurant on water.

Repeat patronage intention is a post-dining behavioral intention or repeat visit

intention which is linked with satisfaction behavior in a restaurant setting.

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Restaurant attributes refer to the different factors or features of the restaurant

that influence consumer satisfaction classified into service-related attributes, food-related

attributes, and atmosphere-related attributes.

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CHAPTER II

LITERATURE REVIEW

This section of the study presents the review of related literature and studies

which the researchers examined and found significant to the present study. They are

reviewed to give a clear background for the problem under the study and also to provide

supporting to the objectives of this research work.

Floating Restaurant

A floating restaurant is a vessel, which is usually a type of steel barge, used as a

restaurant on water. Sometimes retired ships (commercial or warships) are given a second

lease of life as floating restaurants. An example of such a warship is HMS Belfast, which

was converted to serve as a floating restaurant on the River Thames in London. Floating

restaurants are divided into two different types: fixed floating restaurants, where the

restaurants serve their customers in its fixed location and customers can come through

any time they want without advanced reservation. The other type is the Sailing Floating

Restaurants (SFRs). Sailing Floating Restaurants are slightly different from the fixed

version, for while SFRs serve three fixed meals (lunch, early dinner and late dinner) they

have specific sailing times and therefore, customers must be on board before the sailing

time (Abdelhamied, 2011).

The first floating restaurants appeared in the typhoon shelter shortly after World

War II. The longest established have been Sea Palace Floating Restaurant which was sold

and towed to either the Philippines or Australia some years ago (there are conflicting

sources on this issue) and the current two floating restaurants moored next to each other

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in the harbor, Jumbo Floating Restaurant and Tai Pak Floating Restaurant which are now

under the same management and collectively known as Jumbo Kingdom. The current

restaurants do not actually "float" and are supported on concrete. Some sections of the

restaurants such as the kitchens are modular and are occasionally towed away for

maintenance in local shipyards (Hong Kong Extras website, n.d.).

The triple-deck Jumbo, elaborately decorated in the theme of a Chinese Imperial

Palace with pagodas and gold dragons is the largest floating restaurant in the world,

seating over 2000 diners, and rather dwarfs its smaller neighbour to which it is linked by

walkways. The original Jumbo was burnt down before its opening in 1971 with a loss of

over 30 lives. It was rebuilt and finally opened in 1976 since when it has become world-

famous and attracted over 30 million visitors including many celebrities. Famous diners

include John Wayne, Tom Cruise, Chow Yun Fat, Gong Li and Queen Elizabeth II. It has

been featured in many movies including James Bond “The Man With The Golden Gun”

and Jackie Chan’s “The Protector”. Tai Pak, which can seat about 400 diners, dates back

to 1952 and has also has celebrity status having featured in several movies including

“Love is a Many Splendored Thing” in 1955 and “The World of Suzie Wong” in 1960.

Scenes for Steven Soderbergh's thriller "Contagion" due for release in 2011 and starring

Gwyneth Paltrow, Matt Damon, Jude Law and Kate Winslet were filmed on Tai Pak

during October 2010. Tai Pak has been visited by Hollywood stars including Yul

Brynner, Elizabeth Taylor and John Wayne. At night Jumbo Kingdom is spectacularly

illuminated (Hong Kong Extras website, n.d.).

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Perception of Customers on Restaurant Attributes

Literature and studies that focused on floating restaurant are very limited

particularly on the perception of customers on restaurant attributes. The succeeding

discussion will focus on perceptions of customers on different restaurant attributes

grouped according to service-related attributes, food-related attributes and atmosphere-

related attributes.

Service related attributes

Service quality is one of the most critical factors influencing customer satisfaction

and future behaviors; service quality has been extensively researched within the service

marketing field. Service quality is often viewed from two perspectives: the customer’s

cognitive evaluation of the service provided and a multidimensional construct created by

an evaluation of attribute performance (Parasuraman, Zeithaml & Berry cited in

Abdelhamied, 2011).

In a service context, service quality can be defined as having two dimensions:

functional service quality and technical service quality. Functional service quality is

associated with the interactions between the customer and service provider and between

the customer and the processes through which the service is delivered. Technical service

quality refers to the quality of the service output (Clark & Wood mentioned in

Abdelhamied, 2011). In restaurant settings, functional service quality relates to the

employee’s performance, whereas technical service quality is associated with food

quality. Previous studies have identified that these two dimensions of quality perception

(service quality and food quality) have a positive relationship with customer satisfaction

(Caruana, Money & Berthon, 2000; Namkung & Jang, 2007).

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Hundreds of research had shown a number of attributes that consumers consider

being important when selecting restaurants. Liang and Zhang (2009) studied the

relationship between service quality, price fairness and customer satisfaction in student

food service. Results have shown that the factors of highest impact are, in order, food

variety, price fairness and convenience. However, service quality is the most important

factor of overall customer satisfaction. However, interaction and environment are not

found to be significant.

Food-related attributes

In a number of empirical studies, food quality has emerged as the most important

determinant of customer satisfaction (Namkung & Jang, 2007; Peri, 2006; Sulek &

Hensley, 2004). Namkung and Jang (2007) reported in Lim (2010) investigated into the

relative factors that constitute food quality as follows: presentation; health options; taste;

freshness; variety; and temperature.

According to Ng (2005) among all the possible determinants of customer

satisfaction in restaurants, studies have found that food quality is rated as the most

powerful predictor of customer intent to return. In studies of both fast food restaurants

and Chinese restaurants, food quality was ranked as one of the most important

determinants of a customer’s decision to return to a given restaurant.

Sulek and Hensley (2004) conducted a case study related to a full-service

restaurant. They discovered that of all the components in a full-service restaurant, food

quality is the most important. Although a customer evaluates multiple attributes when

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determining food quality, he or she is really judging three general food characteristics -

namely safety, appeal, and dietary acceptability.\

Mattila (2001) considered food quality a key predictor of customer loyalty in

casual-dining restaurants. Namkung and Jang (2007) evaluated the relationships of

individual attributes that constitute food quality (e.g. food presentation, menu variety,

healthy options, taste, food freshness and temperature) with customer satisfaction and

behavioral intentions. The findings indicated that food presentation, taste and temperature

were significantly related to customer satisfaction, whereas food presentation, taste and

healthy options were significant predictors of behavioral intention.

Atmosphere-related attributes

In service settings such as restaurants and hotels, the atmosphere in which the

service takes place may be crucial in determining the customer’s perception and

satisfaction with the service encounter.

Sulek and Hensley (2004) proved that atmosphere of the dining area was a

significant predictor of satisfaction in the overall dining experience. University dining

facilities have begun to emphasize décor, music, and lighting as a selling point to

customers. This helps to create an expectation of the dining experience. Hence, it is

rational to believe that the customer’s perceptions of service quality and a restaurant’s

atmosphere may be influential in determining their return intentions.

Dube et al. as cited by Ng (2005) revealed that all of the elements such as

atmosphere, helpful server, attentive server, menu variety, waiting time, consistent food,

and tasty food, had a significant influence on diners’ intent to return to the restaurant.

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Yoo (2012) conducted a cross cultural study on customer perceptions of

restaurant cleanliness The appearance of the restaurant interior was the fifth most

important factor for the Asian sample and the sixth most important factor for the Western

sample. This includes cleanliness of table cloths, windows and windowsills, floor and

carpet and food contact surface and open kitchen. Although this factor was found to be

not statistically significant overall, table cloths were found to be one item that was

statistically significant. In this factor, except for the food contact surface, the Asian

sample had higher means in the other four restaurant interior items (Yoo, 2012).

Customers' Satisfaction with Restaurant Attributes

Growing competition in the restaurant industry and the increasing importance of

consumer patronage impose the need to provide better services and to satisfy consumers.

The topic of ‘customer satisfaction’ has held a significant position in the marketing

literature for decades since satisfied customers can directly affect customer loyalty,

organizational profits, return patronage and word-of-mouth communications.

Collier and Bienstock (2006) stated that customer satisfaction results when

customers experience a specific service and compare it to what was expected. Kotler and

Kotler and Keller (2006) defined customer satisfaction as the post-purchase

evaluation of products or services given expectations before the purchase. These

conceptualizations imply that customer satisfaction is an overall judgment process of the

perceived discrepancy between prior expectation and actual consumption experiences.

Abdelhamied (2011) explored customers’ perceptions of the floating restaurants

sailing down Cairo’s Nile River in Egypt. He explored the relationships among food

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quality attributes, service quality elements, atmosphere (and other aspects) and

customers’ satisfaction of floating restaurants; and also to investigate the relationship

among customers’ satisfaction, service quality and repeat patronage intention. The results

indicate that aspects such as parking spaces, healthy, and local dishes, along with

restroom cleanliness are pivotal attributes to create satisfied customers.

Ryu and Han (2010), who examined that quality of food, which includes taste,

nutritional value, and visual appeal is a significant predictor of customer satisfaction in

the quick-casual dining sector.

The findings also support and share similar results to the study by Namkung and

Jang (2007) which conclude that food quality and satisfaction play an important role in

determining customer behavioral intentions toward restaurants. Their study reconfirms

that high quality food is a key component of running a successful family restaurant.

Haghighi et al. (2006) investigated the factors affecting customer loyalty in the

restaurant industry. The obtained results show that food quality, service quality,

restaurant environment, and perception of price fairness had a positive impact on

customer satisfaction, but the impact of restaurant location on customer satisfaction was

not confirmed. Also, the results show that food quality is the most important factor

affecting customer satisfaction and trust in Boof Chain Restaurants. It was revealed that

restaurant management should take into particular consideration the taste, appearance,

and presentation of food, food healthiness, and also try to increase food diversity in order

to cover various tastes of different customers.

Ng (2005) emphasized that appropriate portion size of food, taste, eye appeal of

the food, freshness of the food, nutritional content of the food and variety of menu

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options are important in customer satisfaction and return intention in university dining

facilities. Yuksel and Yuksel (2002) found out that the availability of local dishes is

preferred by customers as part of their dining experiences.

In restaurant settings, service quality has been found to be important in

determining customer satisfaction and return intention as well.

Yuksel and Yuksel’s (2002) study about tourist satisfaction with restaurant

service stated that “service environment holds a central role in shaping the nature of

customers’ behavior, their reactions to places and their social interactions. Customers are

likely to spend their time and money in an establishment where the service environment

prompts a feeling of pleasure.”

In the research of Abdullah and Rozario (2010) the variable quality of

place/ambience of restaurant is measured through customers’ perceived satisfaction with

comfort of the place, noise level, appearance, temperature, cleanliness and layout of

furniture in the cafeteria. Hensley and Sulek (2007) also agree that customer perceptions

may be influenced with proper lighting, temperature and comfortable furnishings.

Benhura et al. (2012) found out that the attendants of private food outlets at the

University of Zimbabwe to customers did not greet customers or smile to them. This may

look minor, but the implication is that the organization loses business to competitors.

Poor service quality increases customer dissatisfaction and the likelihood that customers

dine at a competitor and become an active companion in persuading others to go

elsewhere (Ryu et al., 2012).

In another study of Min and Min (2011), it was noted that waiting time, staff

attitude, food quality and variety significantly affect customer satisfaction. The canteen

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may lose customers because there is no effective method for customers to share their

views on the service provided and the quality expected. The canteen staff needed to

appreciate that quality is measured against customers’ expectations.

Repeat Patronage Intention of Customers in a Restaurant

Customers frequently develop an attitude about a provider based on their product

or service experiences. Oliver (1997) described this attitude as a fairly stable like or

dislike of the product or service. She indicated that this attitude is strongly related to the

customers’ intentions to repatronize the service or product and to use positive word-of-

mouth endorsements. In this sense, Oliver (1997) defined behavioral intentions (i.e.,

repurchase and word-of-mouth intentions) as ‘a stated likelihood to engage in a

behavior’. It is true that repurchase intention is a critical part of such attitudinal or

behavioral constructs, it should not merely be characterized by a positive attitude toward

a provider, because customers often engage in repeat purchasing behaviors when there is

no psychological bond. Although the definitions of customer satisfaction vary in the

literature, researchers generally agree that an essential element underlying customer

satisfaction is an evaluation process (Back & Parks, 2003; Ladhari, Brun & Morales,

2008).

The overwhelming number of studies of customer satisfaction outcomes in the

food service industry indicates a positive relationship between customer satisfaction and

repurchase intention (Abdelhamied, 2011).

A recent study of Abdelhamied (2011) which investigates customer perceptions of

floating restaurants in Egypt and the key restaurant attributes affecting customer

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satisfaction and repeat patronage intention provided evidence for the direct effect of

service quality and satisfaction on repatronage intention. Customer satisfaction emerged

as a stronger predictor of repatronage intentions in the restaurant setting.

Lim (2010) argues that while the quality of food and service is paramount, a

pleasing atmosphere may contribute to even a greater level of overall satisfaction of the

customer and his/her subsequent patronage. He stresses that environmental elements in

the restaurant have a huge impact on the emotional responses and behavior of customers.

These environmental elements include lighting, music, temperature, scent, smell and

furnishing.

Soderlund and Ohman (2005) assessed the role of intentions as a link between

satisfaction and repatronizing behavior in a restaurant setting, and found that customer

satisfaction is significantly related to two specific intention constructs: intentions as

expectations and intentions as wants.

In the study of customer expectation factors, Soriano (2002) found that after

quality of food, quality of service was ranked the second most important factor in

determining the customer’s decision to return to the restaurant. Then, the study of the

measurement of tourist satisfaction with restaurant service, a segment-based approach

indicated that there were different segments seeking different benefits (Yuksel & Yuksel,

2002). Yuksel and Yuksel (2002) found that service quality had the most significant

effect on dining satisfaction at the aggregate market level.

Kivela, Inbakaran, and Reece (2000) found that convenience is also a significant

issue in determining return intentions. Soriano (2002) mentioned that the importance of a

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comfortable atmosphere will continue to increase with time. Therefore, the most

important thing is design and concept.

Synthesis

This chapter reviews studies and literatures of specific attributes of restaurants

that contribute to customer satisfaction and repeat patronage intentions. These

characteristics are grouped according to service-related attributes, food-related attributes

and atmosphere-related attributes.

This study makes important contributions towards understanding the customers

perception, satisfaction and repeat patronage intention in a floating restaurant. Some

findings revealed that the most influential factor for consumers in restaurants was food

quality while other studies showed that dimensions of service quality and atmosphere of

the restaurant are very important for consumers.

This study will review previous studies and literatures with regards to attributes of

restaurants and food service operations that satisfy customers and influence their repeat

patronage intentions. It is the goal of the researchers to use the findings of these scholars

to lend support to the results of the current study.

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CHAPTER III

METHODOLOGY

This chapter presents the research design, population, participants of the study,

instrumentation, validation of instrument, data gathering procedure and the methods of

analysis.

Research Design

A descriptive- correlational research design utilizing quantitative method to

describe the perception, satisfaction and repeat patronage intention of customers of

Isdaan Floating Restaurant shall be used in this study. According to Shuttleworth (2008),

the purpose of descriptive-correlational research is to determine the relations among two

or more variables. Data are gathered from multiple variables and correlational statistical

techniques are then applied to the data. After the important variables have been

identified, the relations among those variables are investigated.

Sources of Data

The sampling frame consists of customers of the Isdaan Floating Restaurant of

Calauan, Laguna only. A total of 100 customers of Isdaan Floating Restaurant will serve

as the study participants. The participants should be at least 18 years of age since they

have the level of maturity to answer the questions provided in the questionnaire.

Convenience sampling technique will be employed in the selection of participants for this

study.

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Participants of the Study

The participants of this study will be a convenience sample of 100 customers of

the Isdaan Floating Restaurant. The criteria for the selection of participants include: 1) a

person who dines at Isdaan Floating Restaurant during the time of survey, and 2) 18 years

old or older.

Data Gathering Procedure

Permission to conduct surveys will be obtained from the Research Adviser, Thesis

Coordinator and the Associate Dean of CITHM. After obtaining permission, surveys with

the respondents will be administered on August 2014.

Prior to the study initiation, approval will be gained from the management of

Isdaan Floating Restaurant after visiting the manager and explaining the purpose of the

study. Once approval is granted, the target customers will be approached to participate in

this research. A questionnaire will be used to gather data and examine customers’

perceptions of the Isdaan Floating Restaurant.

The target customers will be surveyed after dining at the Isdaan Floating

Restaurant. The researchers will wait for the participants to complete the survey

instrument since there is a slim chance of retrieving the questionnaire after he/she has left

the place.

Research Instrumentation

The survey questionnaire prepared by the researchers will be used as main

gathering tool which consists of three parts: Part I – Background Information, Part II –

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Perception on Restaurant Attributes, Part III – Customers Satisfaction with Isdaan

Floating Restaurant, and Part IV – Repeat Patronage Intention.

Validation of Instrument

This instrument will be developed and validated using three sources; the relevant

literature review, the panel of experts from CITHM, and industry managers to check the

items for content validity, design, layout, wording, and measurement scales.

The researchers will ask the help of three faculty members of CITHM to validate

the questionnaire. The suggestions and comments of these experts will be considered in

the improvement of the questionnaire.

Data Analysis

The survey questionnaire is a quantitative type method (predefined questions and

formatted in standardized questionnaires) that provides access to quantitative

information. A 5-point Likert response will be used to measure objectively the

perceptions, satisfaction and repeat patronage intention of the participants with Isdaan

Floating Restaurant.

To interpret the perception of the participants with restaurant attributes of Isdaan

Floating Restaurant, the following scale parameters will be used:

5 – Excellent

4 – Above average

3 – Average

2 – Below Average

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1 – Poor

To interpret the satisfaction of the participants with attributes of Isdaan Floating

Restaurant, the following scale parameters will be used:

5 – Very Satisfied

4 – Satisfied

3 – Somewhat Satisfied / Dissatisfied

2 – Dissatisfied

1 – Very Dissatisfied

To determine the repeat patronage intention of the participants, the following

scale parameters will be used:

5 – Strongly Agree

4 – Agree

3 – Somewhat Agree/Disagree

2 – Disagree

1 – Strongly Disagree

Statistical Treatment of Data

Descriptive statistical tools will be used in answering the objectives of the study.

Frequency counts, percentages and weighted mean scores will be computed to present the

present the perception, satisfaction and repeat patronage intention of the participants in

reference to the specific restaurant attributes of Isdaan Floating Restaurant.

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Yuksel, A., & Yuksel, F. (2002). Measurement of tourist satisfaction with restaurant services: a segment-based approach. Journal of Vacation Marketing, 9 (1), 52-68.

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Appendix A

SURVEY QUESTIONNAIRE

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LYCEUM OF THE PHILIPPINES UNIVERSITY- CAVITE College of International Tourism and Hospitality Management

Governor’s Drive, General Trias, Cavite

Dear Respondent,

We are fourth year college students of the Lyceum of the Philippines University - Cavite taking up Bachelor of Science in Cruise Line Operations in Hotel Services. We are currently conducting our thesis entitled Customers’ Perceptions of Floating Restaurant: The Case of Isdaan Floating Restaurant of Calauan, Laguna.

In view of this, we are inviting you to participate in this study. We would be grateful if you could spare some of your valuable time to fill in the questionnaire. The survey would take approximately 10-15 minutes.

All information obtained from this study will be kept confidential.

Thank you very much for your cooperation and participation!

Sincerely,

The Researchers

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I. BACKGROUND INFORMATION

1. Name (optional): _______________________________

2. Age:[ ] 20-30 [ ] 41-50

[ ] 31-40 [ ] 50 or older

3. Gender:

[ ] Male [ ] Female

4. Occupation:

[ ] Student [ ] Employed in the government

[ ] Retired [ ] Privately employed

[ ] Self-employed/Business person

Others, specify _________________________

5. Monthly family income (in peso)

[ ] Php 10,000 or less [ ] Php 25,001-30,000

[ ] Php 10,001-15,000 [ ] Php30,001-35,000

[ ] Php 15,001-20,000 [ ] Php35,001-40,000

[ ] Php 20,001-25,000 [ ] Php40,001 or higher

II. Perceptions of Customers on Restaurant Attributes

Please rate the different attributes of Isdaan Floating Restaurant using the rating scale below:

Rating scale:

5 – Excellent

4 – Above average

3 – Average

2 – Below Average

1 – Poor

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Service-related Attributes 5 4 3 2 1

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1. Attentive staff2. Efficient service3. Sympathetic handling of complaints4. Staff appearance5. Restaurant has personnel who seem well-trained, competent and

experienced6. Dependable and consistent service7. Restaurant has staff who are knowledgeable of the menu items8. Parking convenience

Food-related attributes9. Variety of menu items10. Food freshness11. Taste of food and portion12. Variety of food items13. Availability of healthy dishes14. Availability of local dishes15. Food temperature16. Food presentation

Price and Value17. Good value for the price18. Appropriate portion size19. Reasonable price items

Atmosphere-related attributes20. Visually attractive dining area21. Comfortable seating space and easy to move around in22. Dining privacy23. Cleanliness of the restaurant and public areas on board24. Cleanliness of the restrooms25. Appropriate restaurant temperature26. Music and entertainment27. Lighting and ventilation

III. Satisfaction with Attributes of Isdaan Floating Restaurant

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Please indicate your satisfaction with the different attributes of Isdaan Floating Restaurant using the rating scale below:

5 – Very Satisfied

4 – Satisfied

3 – Somewhat Satisfied / Dissatisfied

2 – Dissatisfied

1 – Very Dissatisfied

Satisfaction Items 5 4 3 2 11. How satisfied are you with the service-related attributes of Isdaan

Floating Restaurant?2. How satisfied are you with the food-related attributes of Isdaan

Floating Restaurant?3. How satisfied are you with the atmosphere-related attributes of

Isdaan Floating Restaurant?4. What is the your satisfaction from the overall service you received

from Isdaan Floating Restaurant?

IV. Repeat Patronage Intention of the Customers of Isdaan Floating Restaurant

Please indicate the extent of your agreement or disagreement on the following statements using the rating scale below:

5 – Very Satisfied

4 – Satisfied

3 – Somewhat Satisfied / Dissatisfied

2 – Dissatisfied

1 – Very Dissatisfied

5 4 3 2 1

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1. I will come again to this restaurant.2. This floating restaurant will be my first choice when I decide to

dine out.3. I will certainly recommend this floating restaurant to friends and

relatives.4. I would pay a higher price than the other restaurants’ charge for

the dining experience I received from this floating restaurant.5. I will certainly visit this floating restaurant in the near future.

APPENDIX B

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PROJECTED TIMETABLE

ACTIVITY MONTHJun Jul Aug Sep Oct Nov

Title brainstormingPreparation of thesis concept papersApproval of thesis titlePreparation of thesis proposalThesis proposal defenseRevisions of thesis proposalInstrument validation of expertsSurvey with participantsStatistical analysis of dataPreparation of thesis manuscriptFinal oral defenseRevisions of final manuscriptBinding and distribution of approved manuscriptTarget start date: June 2014Target date of completion: November 2014