Service Beyond Taste: A Food and Beverage Service Quality Framework for Specialty Cafés in Cebu City
DOI:
https://doi.org/10.5281/zenodo.20330221Keywords:
service quality, customer satisfaction, specialty cafés, SERVQUAL, hospitality management, food and beverage service quality frameworkAbstract
The growing café culture in urban communities has transformed specialty cafés and food and beverage establishments into experiential spaces where service quality influences customer satisfaction and business sustainability. This study examined customer perception and satisfaction as bases for developing a Food and Beverage Service Quality Framework (FABSQF) for selected specialty cafés and food and beverage establishments in Cebu City. Anchored on the SERVQUAL Model, Expectancy-Disconfirmation Theory, and Perceived Value Theory, the study assessed four service quality dimensions: tangibles, reliability, responsiveness, and assurance. A descriptive-correlational research design was used. Data were gathered from 300 café customers from six selected establishments through a validated researcher-made questionnaire and were analyzed using frequency, percentage, mean, weighted mean, standard deviation, Chi-square Test of Independence, and Cramer's V. Findings showed that customers perceived food and beverage service quality at a consistently high level across all dimensions, with assurance obtaining the highest factor mean (M = 3.68), followed by responsiveness (M = 3.67), tangibles (M = 3.66), and reliability (M = 3.63). Customer satisfaction was likewise very high (aggregate M = 3.64), particularly in overall dining experience and consistency of service quality. Statistical analysis revealed significant relationships between overall customer satisfaction and all service quality dimensions (p < .001), with assurance showing the strongest association (V = 0.80128). The results indicate that customer satisfaction in specialty cafés is shaped not only by product offerings but also by dependable, responsive, professional, and trust-driven service encounters. Based on the findings, the study developed the FABSQF as a localized and evidence-based guide for sustaining service excellence, strengthening customer satisfaction, and enhancing operational competitiveness in Cebu City's café sector.
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