INTERIOR ARCHITECTURE AND CUSTOMER SATISFACTION OF SELECT

RESTAURANTS IN TAAL AND LEMERY

A Research Paper

Presented to

The Faculty of Senior High School Department

Our Lady of Caysasay Academy

Taal, Batangas

In Partial Fulfillment

of the Requirements for Practical Research 2

By:

Dinglasan, Jon Matthew

Solar, John Jeremy B.

Ojeda, Adelaine B.
 Chapter I

THE RESEARCH PROBLEM

Introduction

Interior architecture has established importance concerning one's appreciation of a

place or an establishment. In the restaurant industry, appreciation is one factors that can

drive attention. Given this knowledge, every entrepreneur should have the ability to

develop branding strategies that will make them stand out from what others can offer.

Good products and good service may work in some cases; however, an excellent dining

ambiance and environment may impart overall customer satisfaction. The standards

considering these industries have become higher, as the location, price range, and ways

of promotion matter to customers. The Philippine food industry is highly driven by the

increase of having value-conscious customers who are willing to try restaurants that show

unique aspects considering the location, service, ambiance, and the food itself. At the

same time, they may look into other vital conditions of cleanliness and safety, as it affects

the customer's choice of which service to avail. 

Apart from the said factors, preconditions concerning the design aspect of the

space also became a factor in the restaurant industry today. Due to the heavy influence of

the media on people, the way a restaurant presents itself in aspects concerning the

restaurant itself and the service it offers is vital to one's satisfaction. Though some

restaurants have incorporated these ideas in the way they brand their business, some

may still be disregarding it at this time, considering that people are looking forward to the

whole experience, not just the food or the service. There is also a huge difference in how
restaurants accept customers and how customers accept restaurants as health safety

became one of the top priorities at this time. Trust within restaurants concerning sanitizing,

disinfecting, and distancing actions may still not be restored at this time, which may be a

primary cause of less engagement with customers.

  The restaurant or foodservice industry in the Philippines is considered to be highly

competitive as it is continuously evolving in numbers. According to Masa (2017), for

restaurant industries to grow in sales, establishments must be able to adapt to

continuously evolving trends, and that restaurateurs should now focus on more than the

food served and should be able to seek competitive advantage through reaching younger

markets. This suggests that nowadays, presentation in all aspects is important and should

be considered in restaurants, and this includes the whole design aspect of the

establishment. Based on a study conducted by Schubach (2019), establishments

encourage engagement by achieving an ambience with the inclusions of different aspects

concerning the atmospheric quality of the designed space. This developed an

understanding about interior architecture as a stimulus for identifying how the design of

the space benefited the occupants’ or the visitors’ behavior and wellbeing.

The design considerations that establishments use may vary depending on the

season and condition in a specific location. The current situation with the COVID-19

pandemic made a drastic change considering the design and space allotment of

establishments as safety protocols needed to be followed. The Resolution No. 141-A

Series of 2021 from the Inter-Agency Task Force (IATF) placed the province of Batangas

under General Community Quarantine (GCQ) with heightened restrictions. This provision
implemented observations concerning 20% seating capacity for indoor dining and 50%

seating capacity for al fresco or outdoor dining for food preparation establishments. It also

included improved implementation of administrative controls concerning safety protocols,

ventilation standards, and actions against crowded gatherings (Official Gazette, 2021).

These implementations are to be considered with the design and the layout of restaurant

establishments and are factors that affect customer satisfaction as it is in line with their

whole experience and health safety.

The study tackles the interior architecture and the customer satisfaction in select

restaurants in Taal and Lemery, Batangas. Customers of the restaurants in Taal and

Lemery are the individuals who could determine the importance of interior architecture as

a factor in restaurant’s customer satisfaction considering the location, the area, and the

present conditions. The researchers aim to determine specific interior architecture factors

and concepts present in these restaurants and the underlying effect it has on the overall

customer satisfaction and behavior. Moreover, the researchers aim to identify physical

environment as a factor that influences the restaurant’s image and branding and how it

positively or negatively affects the satisfaction in a customer perspective.

Conceptual Framework

A study entitled, “Interior Design in Restaurants as a Factor Influencing Customer

Satisfaction”, is conducted in Dubrovnik, Croatia to determine the importance of interior

design factors in restaurants and the effect of those factors on customer behavior. As time

goes by, entrepreneurs should be innovative when venturing a business and to know how

they can stand out from other establishments. The study explored different aspects in

terms of Interior Architecture and assessed how each affect the customer’s satisfaction. A

total of 106 participants were involved in this study, half of which are residents of

Dubrovnik, and half were tourists that came to the said place. The data they used were

gathered through face-to-face distribution of questionnaires.

The subjects for the study were the different aspects and characteristics of Interior

Architecture. This includes interior design, furniture type, ambiance light, color,

background noises, space and layout, and aesthetics. The purpose of the study was to

analyze and understand which interior architecture factors in restaurants greatly influence

the satisfaction of customers. The results showed that comfortability of furniture is the

most important thing to consider in designing the interior of restaurants. Aside from that,

the study also discussed the preferences of customers in terms of music to be played,

tableware condition, lighting, layout, and choice of color, that greatly helps them to be

satisfied. The study also indicated that interior architecture is only second to the most

important drivers of customer satisfaction since it won’t be able to sustain it unless they

provide good quality of food and service as well. (Pecotic, M. et al, 2014)

The present study is anchored on the said research. Both studies aim to identify the

relationship of the restaurant’s interior design with the satisfaction of customers.

 Interior
Architecture of Customer
Restaurants Satisfaction

Proposed Interior
Design Plan of
Restaurants

Figure 1.0
Research Paradigm
Paradigm of the Study

Figure 1.0 shows the conceptual paradigm of the study. The box at the left

represents the independent variable of the study, the interior architecture of restaurants.

The box at the right represents the dependent variable, the customer satisfaction, and the

third box represents the desired product of the study, a proposed interior design plan of

restaurants.

Statement of the Problem

The study aimed to discover how interior architecture, in a commercial aspect,

affects the satisfaction rate from customers dining in restaurants.

Specifically, it seeks to answer the following questions:

1. How do customers assess the interior design of the select restaurants?

2. What is the level of customer satisfaction in select restaurants?

3. Is there a significant relationship between the interior architecture of restaurants

and customer satisfaction of select restaurants?

4. How can the proposed interior design plan be devised?

Hypothesis

There is no significant relationship between the restaurants’ interior architecture

and the restaurants’ customer satisfaction.

Scope, Delimitation and Limitation of the Study

 The study is focused on assessing the interior architecture and customer

satisfaction of select restaurants in Taal and Lemery, Batangas as basis for the proposed

interior design plan of restaurants. In addition, the study will include the integration of

interior architecture amidst the COVID-19 pandemic.

The researchers considered 150 customers of restaurants, specifically those who

are residing at Taal and Lemery, Batangas, as respondents of the study since they will be

able to assess their satisfaction on the interior architecture of restaurants based on their

own experience. The data gathering instrument that the researchers will use for the study

is a validated researcher-made questionnaire. The researchers gathered the needed

information through the help of different internet websites, as well as digital libraries. The

proposed interior design plan of restaurants will also be based on the results of the study.

The researchers limited the study only to restaurants located at Taal and Lemery.

Other factors that may affect the satisfaction of customers in a restaurant such as

the quality of food and service, price, and variety of menu are not discussed in the study.

The study will not include the assessment of customer satisfaction of restaurants located

at other municipalities. The perceived lapse of the study is that the result may only be true

to some customers of restaurants.

Significance of the Study

The findings of this study may enable Customers, Teachers, Business Owners, and

Future Researchers in realizing the importance, and practicability of interior architecture

and customer satisfaction of select restaurants in Taal and Lemery.

 Customers. The result of the study may help customers assess their satisfaction

level in terms of restaurants with good interior design wherein some other places who

compete with each other using location, prices, promotions, and very little of their interior

design. The result may help customers dictate how they perceive your brand, what level of

service they expect, what kind of time they anticipate, and if they want to come back

again.

Business Owners. The business owners will have awareness on the importance of

the interior design and the restaurant interior design impacts customer psychology

influences how much and how little they order, as well as impacts the duration of their stay

in the restaurant. The study’s result may serve as a guide for restaurant owners in

assessing if their businesses are in need of better design aspects in terms of architectural

interiors and furnishings.

Architects. The output of this study which is the interior design plan may serve as

a basis for their project where they may be able to use it or improve it further to better

accommodate their specific needs.

Future Researchers. The study may help them improve on the weaknesses and

strengthen the strong points of our study topic. The study's findings will be used as a

reference and a guide for future researchers who intend to undertake the same

experimental study or any other study involving interior design.

Definition of Terms

For clearer understanding of the study, important terms are hereby defined

conceptually and operationally.

 Ambiance. Refers to the active role that the material and informational

environment takes in human development, dwelling, and culture, or to put this differently, it

dissolves the assumed separation between what is (privileged) human doing and what is

passively material (I. A. Richards, 2018). In this study, ambiance plays an undeniably

significant role in shaping your customers' overall dining experience.

Architecture. Is a passion, a vocation, a calling as well as a science and a

business. It has been described as a social art and also an artful science. Architecture

must be of the highest quality of design. (Vitruvius, 2018). For this study, architecture will

be main aspect that the researchers will focus on and how it influences the customer

satisfaction in select restaurants in Taal and Lemery.

Entrepreneur. Is the one who innovates, raise money, assemble input, choose

managers and set the organization growing. (Abdulnasir A., 2018). For this study, it is

used as an assessment if their businesses are in need of better design aspects in terms of

architectural interiors and furnishings.

Interior Design. It is the analysis, planning, design, documentation, and

management of interior non-structural/non-seismic construction and alteration projects in

compliance with applicable building design and construction, fire, life-safety, and energy

codes, standards, regulations, and guidelines for the purpose of obtaining a building

permit, as allowed by law. (Michele et al., 2019). In this study, it is the output that the

researchers came up with.

Pandemic. It is the large-scale outbreaks of infectious disease that can greatly

increase morbidity and mortality over a wide geographic area and cause significant
economic, social, and political disruption. (N Madhav, 2017). In this study, pandemic made

a drastic change considering the design and space allotment of establishments as safety

protocols needed to be followed.

Restaurant. An establishment designed, in whole or in part, to accommodate the

consumption of food and/or beverages. (Charlotte, NC, 2013). In this study, it refers to a

place that sells meals prepared and served on the premises that include diners, bistros,

and trattorias, all of which are usually small and modest in Taal and Lemery.

Satisfaction. Satisfaction is a complex concept with multiple meanings and

application. It finds expression and widespread application in disciplines such as

sociology, economics, religion, law, psychology, urban and regional planning, marketing,

music, and entertainment among others. Satisfaction in its conceptualization is generally

subjective and value-laden (Sirgy, 2012). In this study, this will be the data of the customer

satisfaction of the customers in selected restaurants in Taal and Lemery.

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