The Customers Satisfaction on Chowking Iligan's Services Vis-a-Vis Its Service Strategy Iligan

Abstract

The study deals with determining the customers' satisfaction on Chowking's services in ligan City vis-a-vis its service strategy. Customers' satisfaction was operationally defined in terms of the level of satisfaction of Chowking's customers on the components of its service strat-egy, namely, the quality of food served, efficiency of services, friendliness of atmosphere, and the affordability of prices; the extent of effectiveness of its service strategy; and in terms of the problems encountered by its customers. The study found out that the customers of Chowking-ligan were generally very satisfied on the friendliness of atmosphere and the quality of food served. They, however, did not demonstrate a high satisfaction level with respect to the prices and efficiency of services, though they are found to be satisfied. Chowking-Iligan was assessed to be highly effective in its friendliness of atmosphere and quality of food served service strategies. Is prices of the food and efficiency service strategies were found to be effective. It was also found out that majority of its customers did not encounter any problems. The study was able to establish that there was a highly significant difference between the proportion of customers who were satisfied and those who were not. There was no significant difference in the daily services of Chowking-lligan based on the level of satisfaction of the customers with respect to the days of the week.