Factors Affecting Resto-bar Customer Satisfaction: Imperatives for Philippine Restaurateurs Pursuing Repatronage

In a highly competitive sector such as the restaurant industry, entrepreneurs find it difficult to keep afloat as they encounter constantly changing customer tastes and preferences. Utilizing a face-to-face customer satisfaction survey of 96 customers of a Philippine resto-bar, this study focuses on evaluating the level of customer satisfaction in a Philippine resto-bar and determining which dining attributes or factors affect customer satisfaction. Results show that while the resto-bar customer satisfaction ratings were highest for variety of menu and for some food and beverage offerings factors such as food presentation and freshness and temperature of food items, customer satisfaction ratings were quite low for other factors such as coldness of beverages, food palatability, waiting time, appropriateness of price of food and beverage offerings and promotional discounts. With respect to dining attributes or factors which affect customer satisfaction, the study revealed that food and beverage offerings, value for money and service are significant factors which are positively associated with customer satisfaction while location and ambience in general are not significant factors affecting customer satisfaction.