Page 101 - GS_Journal_2015

Urdaneta City University

position and their relationships with other positions in the entire District in order to ensure a well-
organized and more dynamic service-oriented firm. Management should continue to provide a
better employer-employee relationship in order to attain continuous development of the District.
(3) The Management should provide employees the opportunity to attend relevant trainings
and seminars to improve further the efficiency and effectiveness of the performance of their
duties and responsibilities and to productively achieve the District’s goals and objectives.(4)
The Management should sustain the resilient and efficient collaboration among its employees
and institute a feedback mechanism aimed to address the problems encountered by the
employees. (5) The Management should maintain the fair and equal treatment accorded to all
employees regardless of their positions.(6) The proposed alternative organizational structure
could be considered and adopted to address the problems encountered by the respondents in
the organization. (7) Further studies are recommended to validate the findings of this study
including studies along other different areas on the functional operations of other water districts
in the locality.

SERVICE QUALITY AND CUSTOMER SERVICE SATISFACTION IN
CHINESE FAST FOOD RESTAURANT
YU KYONG SUK

This study investigated customer’s perception of Chinese fast food restaurant service
quality and its relationship with customer satisfaction. Employing modified DINESERV scale, the
study uses both quantitative and qualitative research approaches. Qualitative data collection
consisted of face-to-face interviews and group discussion. A questionnaire was developed using
three sources: interview responses of the customers, the restaurant’s survey and the literature.
A total of 205 completed questionnaires were used in the analysis. The new measurement
scale, Chinese Fast Food Restaurants Service Quality Scale (CFFRSERV), contained 28 items
across six dimensions: assurance and empathy, food, cleanliness, responsiveness, reliability
and tangibles. The findings from the study revealed that service quality variables have positive
influence on customer satisfaction except reliability dimension.
The findings provided a useful tool for service quality improvement in Chinese fast
food restaurants. Validating the scale in other restaurants in various cities is an area for further
research, utilizing probability sampling and larger sample size.

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