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ISSN No. 2454-6186 | DOI: 10.47772/IJRISS | Volume IX Issue X October 2025
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Customer Experience and Service Quality as Determinants of
Customer Retention in Restaurants Employing People with
Disabilities
Gemma A. Bautista., Ma. Xenia Z. Bitera
Graduate School, Lyceum of the Philippines University -Batangas
DOI: https://dx.doi.org/10.47772/IJRISS.2025.910000434
Received: 20 October 2025; Accepted: 28 October 2025; Published: 14 November 2025
ABSTRACT
This descriptive-correlational research investigates the role of customer experience and service quality in
influencing customer retention in restaurants that employ individuals with disabilities. Respondents of this study
were 288 customers of a restaurant with employees with disabilities. Specifically, his study aimed to understand
the demographic profile of customers, assess their experiences with the physical features of the restaurants and
the service performance of employees with disabilities, evaluate the service quality provided by these employees,
and examine customer retention. It also sought to identify any significant differences in customer perceptions
based on demographic variables and determine the relationship between customers' experiences, service quality,
and customer retention. Results of this revealed that the majority of the respondents belonged to Generation Z,
were male, unmarried, had a college degree, and with a household income of Php 21,194 or below. Interestingly,
the demographic characteristics of customers did not significantly influence their perceptions of the restaurant's
physical features or the service performance of employees with disabilities. This suggests that the positive
customer experience is consistent across different demographic groups. Moreover, a significant relationship was
found between customers' experience and their perception of service quality. Positive experiences, influenced
by both the physical environment and the service performance, reinforced customers' perception of high service
quality. Employees with disabilities can significantly contribute to service quality, leading to higher customer
retention rates. Individuals with disabilities can effectively work in the restaurant industry, provided they receive
adequate education and job training. Based on these findings, a framework to improve the customer experience
and PWD employees’ service quality to increase customer retention was crafted.
Keywords: Customer Experience, Customer Retention, Inclusivity at the workplace, People with disability,
Service Quality
INTRODUCTION
The labor market of every industry requires a workforce who are physically fit. However, not all individuals are
born physically perfect and without disabilities. There is an array of disabilities that an individual is born with.
Yet, people with disabilities (PWD) are human beings who have rights and needs, such as being able to find a
job and be a useful citizen in society. Hence, the challenge of allowing people with disabilities to be part of the
workforce cannot be undermined. This assertion is also posited in the study conducted by Rozali et al. (2017)
and Mendiola (2019). In accordance with the findings of these studies, individuals with disabilities encounter
challenges in securing employment opportunities. “Disability and Work” (2016) stated that significant
psychological, physical, and informational barriers prevent people with disabilities from having equal
opportunities in the workplace. They have higher rates of unemployment and economic inactivity than non-
disabled people, and they are more likely to lack adequate social protection, which is necessary for reducing
extreme poverty.
Disability is a social issue. It is the result of several physical, mental, or sensory issues that interact with
environmental and social factors to make participation in society difficult (United Nations Economic and Social
Commission for Asia and the Pacific, 2019). Muthulekshmi and Nair (2022) define disability as not just about
the medical or physical condition of an individual, but also about the interaction between the individual and the
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societal and environmental barriers they encounter. It emphasizes that disability is a complex phenomenon,
reflecting an interaction between features of a person’s body and features of the society in which he or she lives.
This understanding of disability acknowledges that societal and environmental factors play a significant role in
the level of disability that a person experiences.
The increasing number of people with disabilities around the world is becoming a widespread concern, especially
due to the significant challenges they face in seeking job opportunities. Sustainable Development Goal 8 (SDG8)
aims to create a global economic environment where growth benefits everyone, work is decent and fairly
rewarded, and where all individuals, regardless of gender, age, disability, or other factors, have equal
opportunities to participate and succeed in the labor market ("Goal 8 | Department of Economic and Social
Affairs," n.d.). As a result of these efforts of international organizations, countries have engaged in extensive
campaigning and enacted laws to ensure equal treatment for people with disabilities. However, despite the
existence of numerous local and international laws aimed at promoting the inclusion of persons with disabilities
(PWD) in mainstream employment, they continue to encounter various manifestations of discriminatory
practices. When individuals are classified as a minority group, the way they are treated can be influenced by the
attitudes of employers, which may be unfounded or rooted in erroneous stereotypes (Vornholt 2017; Andrews
2019).
Many companies select their employees based on their ability to deliver a positive experience and high-quality
customer service to achieve a higher customer retention rate. When optimizing for high-quality service, a
company places a strong emphasis on strategies that increase engagement at all their service touchpoints
(Peterson, 2022). To achieve this goal, the company collects and analyzes data on candidates' knowledge, skills,
attitudes, work experiences, and other characteristics, then matches it to the job requirements. The best candidate
is chosen after the unsuitable candidates have been eliminated through a series of selection procedures (Worick,
2019).
Customer retention is the life of every business entity. It is a major determining factor to gain profit and making
the business sustainable. After the product or services have been launched, marketed, and operationalized to
address customers' needs and satisfaction, a crucial challenge for management is how to retain its customers
(Davis, 2022). Hence, it is important to recognize what other aspects of the business could enhance customer
retention, such as service quality and customer experience.
Numerous research studies have explored the connection between customer experience within an establishment
and the impact of high-quality service on customer retention.
Tjahjaningsih (2021) and Puspokusumo et al., (2021) support the assertion that customer experience and service
quality significantly improve client retention and foster customer loyalty. Both customer experience and service
quality work together to influence client retention and loyalty. Service quality is a measure of how well a service
meets or exceeds customer expectations. It includes factors such as reliability, responsiveness, assurance,
empathy, and tangibles like physical facilities and equipment.
Furthermore, according to Vidyanata (2022), the service quality affects consumer loyalty, and consumer
satisfaction mediates the influence between service quality and consumer loyalty. The study suggests that by
focusing on improving service quality, businesses can enhance customer satisfaction, leading to an increased
customer retention rate. Also concluded in the study that simply improving service quality without considering
customer satisfaction might not be enough to boost loyalty.
In the hospitality industry, the interactions between customers and staff are one of the most important elements
of the customer experience. Staff should be friendly, helpful, and attentive. To complete the overall customer
experience, establishments should make an effort to learn how their consumers feel in terms of customer
satisfaction with the restaurants’ physical environment internally and externally. Considering all of these
elements, hospitality businesses can create a positive customer experience that will keep customers coming back
for more (Wulandari & Nudin, 2019).
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Numerous employers express concerns regarding the potential impact of hiring individuals with disabilities on
their customer retention rates (Johnson & Krieg, 2017). Service quality dimensions such as employees’
knowledge, skills, attitude, and good physical appearance with error-free performance are highly expected to be
seen and to be experienced by the customers being served by non-disabled service staff (Lashari et al., 2022).
However, the standard of appearance and performance might be different for people with disabilities, and
therefore, these attributes might influence employers’ perceptions on hiring PWD applicants as well as
customers’ perceptions of restaurant service quality, they may be less likely to hire or promote people with
obvious disabilities, even if they are qualified for the job. Some studies have shown that people with obvious
disabilities are often stereotyped as being less competent and less capable than people without disabilities. This
can lead to negative expectations about their abilities to carry out their job functions and provide a quality service
(Madera et.al., 2019; Collela & King, 2018).
On the other hand, in the study of Kalargyrou et al. (2018), customers had a moderate desire to patronize a
restaurant with a high proportion of service personnel with disabilities, but this desire varied depending on the
occasion of the dining experience. For related local studies, the study of Laguna et.al., (2022) showed that there
is positive feedback from the managers and customers on the overall performance of the restaurant with PWD
employees.
This study distinguishes itself from prior research on customer experience, customer service, and customer
retention by specifically examining restaurants that employ individuals with disabilities, in contrast to earlier
studies which predominantly focused on restaurants with all their able-bodied employees.
Though there are previous research that examined the performance of individuals with disabilities and the
perceptions of customers regarding the service quality of restaurants employing people with disabilities, these
studies have utilized narrative and phenomenology methodologies and the connection between the customer
experience of being served by individuals with disabilities and its impact on customer retention has not been
adequately emphasized.
To bridge the gap, the study examined the customer experience and service quality as determinants of customer
retention in restaurants with PWD as their employees to provide strong proof for employers of what PWDs may
bring to their firm. The findings of this survey revealed whether the customers served by PWD employees
responded positively and continuously patronized the restaurant or not.
Despite the efforts of the Philippine government to promote employment inclusion standards, it is evident that
there is still a need for further growth in employment for persons with disabilities (PWDs) in the country. This
study aims to provide support for individuals with disabilities in the Philippines by offering a theoretical
framework that examines and can be utilized by establishments in the hospitality industry to promote workplace
disability inclusion.
This study not only addresses a major societal need but also adds to improving the quality of life and possibilities
for PWDs by providing a practical and thorough theoretical framework for disability inclusion within the
hospitality industry. Implementing the proposed framework has the potential to develop a more inclusive
workforce, encourage equal participation, and break down barriers, thereby aligning with the broader aims of
social fairness, economic empowerment, and fostering a culture of diversity and acceptance. Thus, the study's
findings have the potential to have a long-term influence, impacting both policies and practices and fostering a
more inclusive and progressive society.
In addition, the researcher posits that this study provided not only a theoretical foundation in academia but also
contribute to the broader community's understanding of the employment capabilities of persons with disabilities
(PWDs), thereby bolstering their morale. Ultimately, this initiative will foster a climate in which other
institutions are motivated to have confidence in and embrace individuals with disabilities (PWD) within their
own organizations. This approach is a potential solution to alleviate the government's predicament about the
unemployment of PWDs.
INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)
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The scope of this research primarily encompasses the examination of the relationship between customer
experience, service quality, and customer retention in casual and fast-casual dining businesses that hire people
with autism and hearing impairments. The limitations of the study are confined to these specific disabilities and
the geographical boundaries of the National Capital Region, including the areas of Central Metro Manila, Eastern
Metro Manila, Northern Metro Manila, and Southern Metro Manila.
METHODOLOGY
The researcher used a quantitative research design because it is suitable for the study. Quantitative research
collects data and information from selected respondents through sampling techniques such as online surveys and
questionnaires.
This research used Random Sampling in selecting respondents. The survey was administered to customers who
had dined in at least one of the selected restaurants in Metro Manila. The selected restaurants must be a fast-
casual to casual type of dining service and recognized by a government or non-government agency that they are
hiring PWD employees or have declared that they are hiring people with disabilities in their website and featured
in reputable articles. There are five (5) food establishments with PWD employees within the NCR region,
according to the Labor Market Intelligence Report (LMIR) of the Technical Education and Skills Development
Authority (2020), specifically, they hire people with autism or deafness. These restaurants have branches located
across the three districts of Metro Manila, and eleven (11) of them were identified as the source of data based
on their type of service, which is casual or fast-casual, and based on their strategic location for this study. The
total average daily customer count for all eleven restaurants was used to calculate the sample size. For this
random sampling, the Raosoft sample size calculator with a 5% marginal error and a 95% confidence level will
also take into consideration. As a result of initial establishments’ profiling, the total daily average of customers
for the eleven restaurants is 1,138, and using Raosoft, the sample size needed for the study is 288. These numbers
of respondents must have an experience served by a PWD employee.
The data were collected through a semi-structured questionnaire adapted based on the review of relevant
literature and an overview of the theories. The survey questionnaire consists of four parts. The first part is the
demographic profile of the respondents, such as age, sex, marital status, educational attainment, and household
income range. The second part assesses the customers’ experience in terms of the restaurant’s physical features
and adapted from the study of Pekovic & Rolland (2020), and the consumers’ experience being served by people
with disabilities, adapted from the study of Kalargyrou et al. (2018). This was measured using a 5-point Likert
scale (from very delightful to very undelightful). The third part is determining the service quality of the
restaurants’ PWD employees as perceived by the customers in terms of confidence, capability, knowledge, and
skills, adapted from the study of Madera (2019), In this part, the respondents will answer the questions using a
5-point Likert scale from excellent quality to poor quality. The likelihood of customer retention was assessed in
the fourth and last part of the questionnaire, adapted from the study of Kalargyrou et al, (2018) and Githiri et. al
(2019), using extremely likely to very unlikely in a 5-point likert scale.
The researcher sought consent from the manager of the chosen dining establishments to facilitate the
dissemination of survey questionnaires both within and outside their premises, as well as from the guardian of
employees with disabilities (PWD). The data obtained from the participants was organized and analyzed using
statistical methods by the statistician. The instrument was sent to three (3) industry experts for content validation.
A few suggestions from one of the experts regarding the sentence structure were considered. After the validation,
pilot testing was conducted, with Cronbach alpha based on George and Mallery's (2003) guidelines: “_ > .9 –
Excellent, _ > .8 – Good, _ > .7 – Acceptable, _ > .6 – Questionable, _ > .5 – Poor, and_ < .5 – Unacceptable”.
The reliability results showed that Cronbach’s alpha for Customer Experience (0.893), perceived service quality
of employees with disability (0.952), and customer retention (0.933) suggested that the items have relatively
high internal consistency.
To understand and interpret the details of the sample, the following statistical test were used: Frequency and
Percentage for identifying the demographic profile of the respondents in general, Weighted mean will be used
to assess the customers' Experience, service quality of employees with disability, and customer retention. The
Chi-square test will be performed to determine whether there is a significant link between variables. Suggestions
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of the statistician for the treatment of data using other statistical tools will be highly considered. Statistical
treatment to be used in the study based on the objectives. Mention the statistical tools for both parametric and
non-parametric tests. The researcher obtained permission to adapt their questionnaires in this study. Meanwhile,
due to the sensitive nature of the study, the identities of the respondents were concealed. The researcher did not
give her own opinions, only data-driven facts and findings. All research protocols in data collection were
properly observed in accordance with the Data Privacy Act of 2012 and the confidentiality of data, and the
utilization of data is for academic purposes only.
RESULTS AND DISCUSSION
Table 1 Distribution of Respondents' Profile
Profile Variables Frequency Percentage
Age
18 - 26 years old (Gen Z) 151 52.4
27 - 42 years old (Gen Y or Millennial) 88 30.6
43 - 58 years old (Gen X) 42 14.6
59 years old and above (Baby Boomers) 7 2.4
Sex
Male 135 46.9
Female 153 53.1
Marital Status
Single 186 64.6
Married 102 35.4
Educational Attainment
High School 116 40.3
College/Vocational 154 53.5
Postgraduate 18 6.3
Household Income
Php 21,194 and below 133 46.2
Php 21,195 to Php 43,828 112 38.9
Php 43,829 to Php 76,699 33 11.5
Php 76,700 and above 10 3.5
Table 1 shows the percentage distribution of the respondents' profiles
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Most of the respondents belonged to the Gen Z group, ages 26 – below, with 52.4% or 151 customers, while
only 7 Boomers, ages 59 years old and above, were the only ones in the age group participating in the study.
Generation Z, being the youngest generation, is generally more open-minded and inclusive. The principles of
openness and inclusivity are evident in their application to a range of social issues, and make them more
accepting and supportive of restaurants employing people with disabilities
The attitudes of Generation Z could have various implications within the context of restaurants employing
individuals with disabilities. First, the open-mindedness exhibited by Generation Z may potentially contribute
to their heightened acceptance of individuals with disabilities occupying service-oriented positions (Seemiller
and Grace, 2017). According to Andrews (2019), individuals may exhibit a higher tendency to perceive
individuals with disabilities as capable and competent, thereby challenging prevailing stereotypes that frequently
restrict employment prospects for this demographic.
Additionally, the inclusive nature of Generation Z may contribute to their increased propensity to support
businesses that actively hire individuals with disabilities. Individuals may hold a more positive perception of
these enterprises and opt to support them instead of others, perceiving their employment policies as a
manifestation of corporate social responsibility (CSR). In the study conducted by Kalargyrou et.al. (2018),
empirical evidence suggests that individuals belonging to Generation Z exhibit a higher propensity to endorse
enterprises that exhibit corporate social responsibility (CSR), particularly those that actively foster diversity and
inclusion.
Ultimately, the attitudes of Generation Z have the potential to foster a society that is more inclusive and accepting
towards individuals with disabilities. By providing support to businesses that engage individuals with disabilities
as employees, individuals are actively contributing to the expansion of opportunities for this demographic, while
simultaneously questioning and challenging prevailing societal norms and expectations.
Nevertheless, it is crucial to acknowledge that although these generalizations can offer valuable perspectives,
Generation Z exhibits significant diversity, and attitudes can significantly differ among individuals.
As for gender, there is a small gap in the number of female and male respondents, but males got the higher
percentage of 46.9% or 153 customers, while the study had 135 females or 53.1%. A higher percentage of male
customers or participants could be due to several factors.
Firstly, there are restaurants having various Japanese animated characters that are very popular to male
customers. As purported by Lynn and Brewster (2018), the nature of the restaurant or the specific service being
studied might appeal more to male customers. If the restaurant specializes in a type of cuisine or has an ambiance
that is more popular among males, it might attract more male customers.
Secondly, societal or cultural factors could also play a role. In some cultures, males might be more likely to dine
out or to participate in research studies (Liamputtong, 2013).
Meanwhile, the study shows that most of the respondents are singles, with a frequency of 64.6 or 186 frequency,
while there are 102 married or 35.4%. The distribution of respondents by marital status indicates an intriguing
trend that merits additional investigation. The fact that singles make up the majority of respondents has intriguing
implications for evaluating customer attitudes and preferences in the context of food enterprises employing PWD
employees. One possible explanation of this finding is that single individuals place a high value on social
experiences and interactions when dining out. Being unmarried or not in a committed relationship may be
associated with a greater desire to engage in social activities, such as dining out with friends, family members,
or colleagues. Hence, these people place a premium on the overall environment, service quality, and
interpersonal interactions they encounter when dining.
Moreover, the percentage of single respondents in the study's sample is consistent with prior literature that
suggests a possible link between marital status and dining preferences. According to Seemiller and Grace (2017),
single people are more open and flexible when it comes to trying new restaurants and experiences. This discovery
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provides a useful framework for evaluating the study's high representation of singles and how it connects to the
findings about food restaurants with PWD employees. Single individuals, who may have more flexibility in their
dining choices, might be more open to trying new places and experiences, including restaurants that employ
people with disabilities. On the other hand, married individuals, who may have family considerations to take
into account, might have different dining preferences and expectations, which could influence their perceptions
of service quality and their likelihood of returning to such restaurants (Lee and Hwang, 2022).
More and more singles are trying new food, may it be with companions or solo. Singles have more time for
work, aspire for a position that will give them a higher salary, and they have fewer obligations than married one
that is why singles have less expenses, which means they can increase their disposable incomes (Kurniawan and
Gultom, 2021).
In the study, 53.5% or 154 of the total respondents have a college degree, followed by respondents at the high
school level with 14.3% or 116 frequencies. Only 6.3% or 18 respondents who are in a postgraduate level
answered the survey questionnaire.
The findings that a major fraction of the study's respondents are 26 years old or younger, which corresponds to
the demographic generally associated with young adults and college students, have intriguing implications. This
demographic indicates a sizable section of the population that is actively involved in educational pursuits,
transitioning into the workforce, and developing their buying behaviors. Meanwhile, the concentration of
respondents in the young adult age bracket emphasizes the need to understand this specific demographic's tastes
and expectations. When it comes to consumption behaviors, such as dining and leisure activities, young adults
are frequently trend setters. Their decisions have the potential to influence broader consumer trends, making
them an important target audience for businesses in the culinary and hospitality industries.
The study reports that the majority of respondents are young adults aged 26 years old and below, which possibly
corresponds to the typical age for college students. This suggests that college students may be more inclined to
be supportive of diversity and inclusion efforts, possibly due to their educational experiences and exposure to
such programs during their academic journey.
The prevalence of respondents aged 26 and under, which corresponds to the normal age range for college
students, is consistent with the findings of the Rubenzer and Pierce (2023) study. The purpose of this study is to
shed light on the potential impact of higher education on individuals' understanding and support for diversity,
equity, and inclusion (DEI) efforts, including the employment of people with disabilities. The demographic
composition reported in the current study is consistent with the findings of Rubenzer and Pierce's investigation.
College students, who are frequently distinguished by their pursuit of higher education, appear to be more aware
of and supportive of diversity and inclusion programs. This increased understanding is the result of exposure to
DEI concepts through educational programs, conversations, and exposure to varied opinions inside the
organization.
Meanwhile, individuals with postgraduate degrees may have different behaviors and preferences due to their
academic commitments and intellectual pursuits, which could potentially influence their dining behaviors as
well (Aguiar, de Santis, & Sin, 2023). The study shows that the majority of the respondents have a
household income of ₱9520 and ₱21,194, or 46.2% or 133 of the total respondents, while only 3.5% or 10
respondents earn ₱76,700 and ₱131,484.
The youngest generation is currently in the workforce. Zahwa and Soekarno (2023) revealed that many Gen Z
individuals are just starting their careers and have less work experience compared to older generations, which
often translates to entry-level positions and lower salaries. This could be one of the reasons why they have lower
income, and some are pursuing education, which often means lower income in the short term due to part-time
work or internships.
Low-income earners, like any other group, can have diverse views and behaviors. Some may be highly
supportive of disability inclusion and choose to patronize restaurants that employ people with disabilities. This
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could be due to personal values or experiences, or a desire to support businesses that contribute to social good
(Chua et. al., 2020).
The table also shows that the least number of respondents came from the High-income earners group. This is
probably because high-income earners in the Philippines are really few in number, and they usually prefer fine
dining restaurants to casual restaurants. It is also worth noting that high-income earners may have more
disposable income to spend on dining out, allowing them to afford the higher prices typically associated with
fine dining restaurants, but seldom with casual dining restaurants.
The finding that the high-income earners category had the lowest representation among study respondents aligns
with findings from Zoleta (2022). According to the most recent results of the Family Income and Expenditure
Survey conducted by the Philippine Statistics Authority (PSA), only 1.4% of households qualify as belonging to
the high-income class ("Understanding social classes in the Philippines: Which class do you belong to?," 2022).
Owusu-Amankwah, Georgette (2014)'s work on eating preferences. This group's dining habits are frequently
diverse from those of lower incomes, since they seek excellent dining experiences for a variety of reasons.
Owusu-Amankwah's study sheds light on the characteristics that make fine dining places especially appealing
to high-income consumers. These people value high-quality food and great service, both of which are generally
associated with fine dining establishments. The emphasis on outstanding culinary choices and attentive service
coincides with the high-income individuals' expectations and sophisticated tastes, who seek out these venues for
a more refined and elevated experience.
Furthermore, the formal and sophisticated ambience typical of fine dining restaurants is well-suited to the tastes
of high-income earners. These people frequently love an atmosphere that oozes elegance and luxury, which adds
to the whole dining experience. Fine dining venues' atmosphere and ambiance correspond to their desires for a
more upmarket and exclusive setting. Wang's (2022) findings further illustrate the societal nature of high-income
persons' dining preferences. Choosing upscale dining experiences as a status symbol might represent their social
and economic standing. Dining at luxury restaurants not only satisfies their culinary preferences but also allows
them to flaunt their wealth and achievements.
Table 2 Customer Experience in terms of Restaurant’s Physical Feature
Indicators WM VI Rank
1. The dining space gives comfort and allows customers easy to move around
and within.
4.55 Very Delighted 4.5
2. The restaurant’s hygiene and cleanliness create a pleasant ambiance. 4.68 Very Delighted 1.5
3. The restaurant’s temperature gives comfort in dining. 4.68 Very Delighted 1.5
4. Illumination or lighting is in accordance with the restaurant’s theme. 4.65 Very Delighted 3
5. The restaurant’s building exterior, colors, and decorations are visually
striking.
4.55 Very Delighted 4.5
Composite Mean 4.62 Very Delighted
Legend:4.50-500=Very Delighted;3.50-4.49=Moderately Delighted;2.50-3.49=Slightly Delighted;1.50-
2.49=Undelighted;1.00-1.49=Very Undelighted
Table 2 reveals the assessment of the customer’s experience in terms of the restaurant’s physical features. The
resulting composite mean of 4.62 indicates that the respondents felt very delighted in general. Among the items
cited, both indicators “the restaurant hygiene and cleanliness create a pleasant ambiance”, and “the restaurant's
temperature gives comfort in dining” obtained the highest weighted mean score of 4.68, followed by “the
illumination or lighting is in accordance with the restaurant’s theme” with a weighted mean of 4.65.
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The physical features of a restaurant play a crucial role in shaping the customer's overall dining experience. This
includes the restaurant's ambiance, decor, cleanliness, layout, and even the comfort of the seating. A positive
experience with these physical features can enhance the customer's perception of service quality, leading to
higher customer satisfaction and an increased likelihood of customer retention. From these physical features,
hygiene and cleanliness are the most concerning of all food facilities. Based on the results of the study conducted
by Faria and Ferreira (2023), the pandemic has led to a substantial increase in online sales and the use of delivery
platforms, and the cleanliness of facilities has become a key factor in consumers' choice of dining establishments.
The respondents of the study were very delighted with the comfortable dining area because of the right
temperature. This proves that restaurants like casual dining give importance to thermal comfort in dining, as it
can affect both the visitors' experience and the productivity of the workers (Himayah, 2019) and it is because
human comfort cannot be separated from the thermal comfort factor (Himayah and Ridwana, 2022).
“The dining space gives comfort and allows customers easily to move around and within,” together with “The
restaurant’s building exterior, colors, and decorations are visually striking,” got the lowest weighted mean of
4.55. This shows that the respondents still felt very delighted when they were in the restaurants. however, these
two indicators got the lowest weighted mean. Because the study focuses on the experiences of customers at a
restaurant with PWD employees present, these respondents become particularly sensitive to physical elements
that affect not only their engagement but also the PWD employees’ movement. Any flaws in these areas are
more visible to them, resulting in a lower evaluation despite the overall favorable feeling. On one hand, the
indicators pertaining to dining area and outdoor aesthetics have received a lower score since the respondents
deemed these characteristics to be rather common in most restaurants.
The result of the study is probably because customers felt slightly uncomfortable during peak hours of operations
when the dining area is filled with customers. The study by Wang et al. (2021) provides valuable insights into
the perception of crowdedness in restaurants since the COVID-19 pandemic started. The study found that the
perception of comfort, safety, popularity, and quality influenced the level of crowdedness in a restaurant.
Therefore, it can be said that customer perception influences the level of crowdedness in a restaurant.
In terms of the assessment on colors, themes, and decorations, some respondents were very satisfied and felt
very delighted with the design of the restaurants but some respondents were satisfied but moderately delighted.
This is probably because the tastes of customers in interior decorations may vary significantly, and people have
different preferences and standards of design attractiveness. These preferences can be influenced by a variety of
factors, including cultural background, personal aesthetics, past experiences, and even current trends in interior
design (Wan and Wang, 2022).
Though the aesthetic quality of a restaurant attracts customers, many restaurants pay more attention to cleanliness
and hygiene than the building exterior because, according to a study, cleanliness and hygiene were the most
significant factors in customer satisfaction than building exterior (Chua et.al., 2020). Another study discussed
that the standard service, delicious food, and neatness of the surroundings are the most commonly associated
with the pleasure of customers’ restaurant services, followed by furnishing design and decor, Staff behavior, and
employee awareness (Rahman et.al., 2020).
Table 3 Customer Experience in terms of the Restaurant’s PWD Employees’ Service Performance
Indicators WM VI Rank
1. Being assisted by restaurant employees with disabilities to each respective
table.
4.42 Moderately
Delighted
4
2. Giving food orders to restaurant employees with disabilities. 4.63 Very Delighted 2
3. Receiving food items from restaurant employees with disabilities. 4.65 Very Delighted 1
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4. Expressing personal needs to restaurant’s employees with disabilities during
operations.
4.46 Very Delighted 3
5. Providing suggestions to restaurant employees with disabilities for service
improvement.
4.41 Moderately
Delighted
5
Composite Mean 4.52 Very Delighted
Legend: 4.50-500=Very Delighted;3.50-4.49=Moderately Delighted;2.50-3.49=Slightly Delighted;1.50-
2.49=Undelighted;1.00-1.49=Very Undelighted
Table 3 displays the customer experience in terms of the restaurant’s PWD employees’ service performance.
The composite mean of 4.52 indicates that the respondents were very delighted in general. This could be
interpreted as the customers having a very positive experience with the service performance of the restaurant's
employees with disabilities. The high score suggests that these employees were able to meet or exceed the
customers' expectations in terms of service quality, contributing to a delightful dining experience. According to
Hubay et. al. (2022), product and service quality are the significant contributors to customer delight.
The indicator “receiving food items from restaurant employees with disabilities” ranked first with a mean value
of 4.65, followed by “giving food orders to restaurant employees with disabilities” with 4.63 weighted means,
and “expressing personal needs to restaurant employees with disabilities during operations” with a mean value
of 4.46. These three indicators show that the customers were very delighted during the order-taking and serving
of the food orders performed by the PWD waitstaff. This shows that customers highly value the service
performance of employees with disabilities.
It has been discovered that individuals diagnosed with autism possess distinctive skills and perspectives that can
contribute to the workplace Van Laarhoven and colleagues, 2018), same with deaf employees specially trained
in using American Sign Language or ASL (Harrelson, 2020).
A study found that the staff's behavior and appearance, which could include the presence of disabilities, had a
significant positive impact on customer satisfaction. This could be because customers appreciate diversity and
inclusivity in the workforce, and they may perceive employees with disabilities as being more dedicated,
hardworking, or inspiring (Hossain and Rahman, 2020). Furthermore, the attitudes of customers were also
influenced by the perceived levels of competence and warmth displayed by the service provider, as well as their
own empathetic tendencies and personal experiences with disability. Customers make decisions based on their
feelings and emotions at each interaction point (Mixon and Torode, 2020).
Another study found significant correlations between the service quality gap model subscales and customer
satisfaction. It suggests that customers' perceptions of service quality, including aspects such as assurance and
empathy, can significantly influence their overall satisfaction (Natto, 2022).
However, indicators such as “being assisted by restaurant employees with disabilities” with a weighted mean of
4.42, and “providing suggestions to restaurant employees with disabilities for service improvement” with a
weighted mean of 4.41 are both interpreted as moderately delighted. This could mean that customers appreciate
the efforts made by employees with disabilities to assist them and are willing to provide suggestions for service
improvement because they feel that their feedback is valued. The fact that these aspects were rated as moderately
delightful could indicate that there is room for improvement and that further enhancing these aspects of service
could lead to even higher levels of customer delight.
Deaf and autistic employees can be successful in various roles but may encounter difficulties in the workplace
with their social and communication abilities, such as providing personalized attention to customers and
receiving suggestions (Cope and Remington, 2022; Van Laarhoven and colleagues, 2018; Agarwal and
colleagues, 2016). In a recent study, individuals with disabilities were assessed as exhibiting average
performance in service quality attributes, including confidence, capability, efficiency, intelligence, and
skillfulness (Madera et al., 2019).
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The study by Chua et al. (2020) found that customer orientation can moderate the relationships between service
quality, restaurant image, and customer satisfaction. This suggests that the impact of the service provided by
employees with disabilities on customer satisfaction could be influenced by how well the restaurant understands
and responds to the needs of its customers. It emphasizes the importance of customer orientation in the restaurant
industry. They found that customer orientation, which includes understanding what service attributes customers
value the most and understanding customers' real problems, has a positive impact on perceived service quality,
restaurant image, and customer satisfaction.
Table 4 Perceived Service Quality of Employees with Disability in terms of Confidence
Indicators WM VI Rank
1. The restaurant’s employees with disabilities always wear a smile. 4.39 Very Good
Quality
5
2. The restaurant’s employees with disabilities are able to show social graces
with sincerity.
4.51 Excellent Quality 4
3. The restaurant’s employees with disabilities are consistently courteous. 4.55 Excellent Quality 3
4. The restaurant’s employees with disabilities serve with ease. 4.60 Excellent Quality 1
5. The behavior of the restaurant’s employees with disabilities instill guest
confidence and peace of mind.
4.59 Excellent Quality 2
Composite Mean 4.53 Excellent Quality
Legend:4.50-5.00=Excellent Quality;3.50-4.49=Very Good Quality;2.50-3.49=Good Quality; 1.50-2.49=Fair
Quality;1.00-1.49=Poor Quality
Table 4 shows the perceived service quality of employees with disability in terms of confidence. The resulting
composite mean of 4.53 indicates that the respondents have a perceived excellent quality in general. Among the
indicators cited, “the restaurant’s employees with disabilities serve with ease” obtained the highest weighted
mean score of 4.60, and “the restaurant’s employees with disabilities always wear a smile” obtained the lowest
weighted mean of 4.39.
Customers' impressions of service quality are heavily influenced by efficiency and competence. Higher ratings
for perceived excellent quality in general were obtained as the respondents believed that PWD employees are
efficient and competent in servicing them. Customers appreciate efficient service, which contributes to their
overall satisfaction. Furthermore, pleasant customer encounters are strongly related to the opinion of service
quality. Employees who can service clients easily often have strong communication skills, are responsive, and
can meet customer needs quickly. These characteristics, when combined, improve the whole client experience
and contribute to a positive sense of service quality.
Another important component that influences customer perceptions is empathy. PWD employees could have
shown empathy and compassion in their interactions, according to respondents. This compassionate service has
the potential to increase customers’ happiness. Customers have a better eating experience when they feel
understood and valued. The concept of exceeding expectations is important in determining customer ratings.
Respondents' experiences of obtaining service with ease may have exceeded their initial expectations if they had
lower expectations due to preconceptions or misconceptions about the skills of personnel with impairments. This
favorable variation from their preconceived assumptions contributes to greater ratings for the measure associated
with service ease.
Moreover, the evaluation of the statement "The restaurant's employees with disabilities always wear a smile"
indicates a complex interaction of factors that influence customers' views of service excellence. First and
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foremost, it is critical to identify the impact of physical limits on an employee's capacity to maintain a continual
smile. Maintaining a smile is difficult for people with various disabilities due to their specific physical problems.
These restrictions highlight the importance of having a sophisticated awareness of the difficulties that employees
with disabilities may encounter in meeting certain expectations. Notably, customer ratings are often influenced
by expectations and preconceptions. Respondents may have increased expectations for employees with
disabilities to smile all the time, possibly as a way of compensating for their disability. When these expectations
are not realized, the rating may be slightly lower. This phenomenon illustrates the possible impact of societal
preconceptions and preconceived notions on customer impressions.
Individuals with disabilities may possess a strong drive to excel in their professional duties. Their employment
could be seen as a platform to demonstrate their abilities and counter prevailing societal misconceptions
regarding disability. This motivation can translate into high levels of effort and dedication, which customers may
perceive as confidence (Vornholt et al., 2017).
The restaurant’s employees with disabilities serve with ease, probably because the establishments employing
individuals with disabilities ensure the provision of comprehensive training and coaching prior to the
commencement of their work duties. Saleh and Bruyere (2018) explained that the training as a preparatory phase,
potentially enhances the employees' skills and capabilities, thereby facilitating their successful integration into
the workforce.
Individuals with Autism Spectrum Disorder (ASD) may experience enhanced task performance when provided
with employment support services that encompass perspectives from employees, employers, and job coaches.
The satisfaction of both employees and employers with the support provided by job coaches also plays a
significant role in facilitating this ease of task performance (Francesco et. al., 2021)
Furthermore, people diagnosed with Autism Spectrum Disorder often exhibit repetitive behaviors and possess
distinctive interoceptive profiles. These characteristics may potentially impact their task performance,
potentially facilitating a high degree of proficiency in their assigned roles (Ferreira et al., 2022).
Deaf employees often utilize a variety of communication strategies to interact effectively with their customers.
Primarily, they use sign language, a rich visual language that allows them to express complex ideas and emotions
(Niebla, 2021). Some restaurants even provide sign language charts or digital menus with sign language
instructions to assist customers in communicating their orders ("Restaurant teaches customers sign language to
relay their order to its deaf staff," 2019). Additionally, Deaf employees may rely on written communication,
using notepads or digital devices to exchange messages with customers. Lastly, non-verbal cues such as facial
expressions, body language, and gestures also play a crucial role in facilitating smooth communication between
Deaf employees and their customers (Bonvillian et. al., 2020).
PWD employees also work in the Front of the House (FOH) of a restaurant. The FOH refers to the section of the
restaurant where customers have direct encounters. Servers, hosts/hostesses, bartenders, and other customer-
facing positions fall within this category. PWD employees work in a variety of FOH tasks, strengthening
customer service, providing happy experiences, and improving the entire dining experience. Their involvement
in customer-facing positions not only promotes diversity and inclusivity but also provides them with the
opportunity to demonstrate their skills and give outstanding service to customers.
However, while customers perceive the quality of service by employees with disabilities who always wear a
smile as very good, this aspect of service ranks last among the five indicators evaluated in the study. This could
potentially indicate that certain respondents encountered employees with disabilities who did not frequently
exhibit smiling behavior. Cultural differences add to the variety of interpretations. Individuals' perceptions of
the meaning of a smile are heavily influenced by cultural norms and personal experiences. While certain cultures
place a high value on smiling as a symbol of good service, others may not place the same value on it.
Personal judgments and preferences contribute to rating variability. Individual preferences and assessments of
service quality differ greatly among respondents. Some customers value service accuracy and efficiency over
the constant appearance of a grin. This disparity emphasizes the necessity of understanding that consumers'
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opinions are impacted by their individual tastes and expectations. Finally, the emotional state of PWD employees
influences their capacity to keep a continuous smile. Discomfort or uneasiness, which may emerge as a result of
their disability.
According to the study of Drimalla et al. (2020) individuals with autism may not smile as often due to differences
in their attention to emotional expressions and their facial micro-movements. However, when explicitly asked
to make a socially relevant decision or when given a smiling manipulation, they can improve their attention to
emotional expressions and memory performance for happy faces.
The lack of smiling behavior exhibited by deaf employees in a restaurant setting could be attributed to the quality
of training provided by the establishment and its responsiveness to customer needs. Both the restaurant
management and the deaf employees may not fully comprehend that such behavior can significantly influence
customer satisfaction (Chua et al., 2020).
Table 5 Perceived Service Quality of Employees with Disability in terms of Capability
Indicators WM VI Rank
1. The restaurant’s employees with disabilities give me personalized
attention.
4.37 Very Good Quality 5
2. The restaurant employees with disabilities are attentive and always
willing to help.
4.54 Excellent Quality 1.5
3. The restaurant employees with disabilities display a strong sense of
energy.
4.52 Excellent Quality 3
4. The restaurant employees with disabilities handles my order efficiently. 4.54 Excellent Quality 1.5
5. The restaurant employees with disabilities have a sense of anticipation. 4.48 Very Good Quality 4
Composite Mean 4.49 Very Good Quality
Legend:4.50-5.00=Excellent Quality;3.50-4.49=Very Good Quality;2.50-3.49=Good Quality;1.50-2.49=Fair
Quality;1.00-1.49=Poor Quality
Table 5 shows the perceived service quality of employees with disability in terms of capability. The composite
mean of 4.49 indicates that, in general, the respondents assessed the capability as of very good quality. The study
shows that the indicators “the restaurant employees with disabilities are attentive and always willing to help”
and “the restaurant employees with disabilities handle my order efficiently” got the highest weighted mean of
4.54. The indicator “The restaurant’s employees with disabilities give me personalized attention” got the lowest
mean of 4.37.
The respondents' positive evaluations of attentiveness and helpfulness indicators are likely a reflection of their
impression that employees with disabilities are not only attentive but also ready to serve. This level of attention
and desire to assist greatly adds to the building of a favorable client experience. Customers respect employees
who demonstrate real concern and are attentive to their requirements, which adds to higher perceived service
quality ratings. The speed with which customer orders are processed is critical to providing a great eating
experience. Customers form a lasting positive impression when they watch employees with disabilities
efficiently managing their orders. The efficient handling of orders not only displays the expertise of the staff but
also contributes to a positive assessment of service quality overall. A well-organized and fast order procedure
increases client satisfaction and increases the likelihood of them returning to the institution.
This indicates that customers believe employees with disabilities are competent and capable of performing their
roles effectively. It reflects positively on the training and support provided by the restaurant to its employees
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with disabilities, enabling them to deliver a high level of service (Chua et al., 2020). Aside from training,
employees with disabilities may be highly motivated to perform well in their roles. They may view their
employment as an opportunity to prove their capabilities and challenge societal stereotypes about disability
(Vornholt et al., 2017).
In the study of Niebla (2021), the stakeholders believed that they could visually communicate with Deaf
individuals regardless of their Filipino Sign Language knowledge or skills. Deaf employees can still
communicate and attend to the customer’s needs. Deaf individuals often develop a heightened sensitivity to
visual cues, including facial expressions and body language, as a result of their reliance on these cues for
communication (Kusters et al., 2020; Niebla, 2021). This can make them particularly adept at picking up on non-
verbal signals that hearing people might miss. This sensitivity can be a valuable asset in environments where
non-verbal communication is important, such as in the hospitality industry, where understanding and responding
attentively to customer needs is key (Cuccio et al., 2022).
In contrast, giving personalized customer service is a characteristic of outstanding service delivery, requiring a
thorough understanding of customer preferences and a proactive attitude. However, maintaining this level of
anticipation on a constant basis might be difficult, which accounts for the slightly lower mean score associated
with this indicator. Personalized attention given by a PWD server to customers is a fine art that requires personnel
to have a thorough awareness of individual preferences and to be proactive in their service. Customer
expectations and ever-changing conditions have an impact on the capacity to accurately anticipate wants.
Employees with autism have sensory issues that impact their relationships with customers. However, bright
lighting, loud noises, or strong odors in a restaurant setting cause discomfort or overload, impairing their ability
to deliver customized attention. Also, they struggle to intuitively gauge their clients' preferences or emotions,
which is essential for offering tailored attention. Unexpected changes or diversions from their routine impair
their capacity to deliver customized attention, especially if reacting to new conditions on the go is required.
As supported by several studies, the reason behind the respondents' assessment of the capability of employees
with disabilities as very good, rather than excellent, could be attributed to the fact that every individual with
autism spectrum disorder (ASD) is unique, and their abilities and challenges can vary widely. De Giambattista
(2021) explained that autism is a spectrum disorder, which means that it affects individuals differently. In the
study of Alves et al. (2020), some individuals with autism may have difficulty interpreting facial expressions,
body language, and tone of voice, which are all important aspects of social communication.
Other challenges pertaining to communication and social interactions of ASD, such as the inability to infer
implicit meanings, comprehend instructions, engage in acceptable dialogue, or adhere to unstated social norms,
manifest as significant barriers to securing employment. This can make it challenging for them to understand
others' emotions and intentions Waisman-Nitzan et al., 2020). Though many individuals with autism can be
highly observant and attentive to detail, and some may learn to recognize and understand certain expressions or
cues over time, especially with support and training. It is also not uncommon for individuals with autism to be
very sensitive to their own internal emotions and sensory experiences (Napolitano et al., 2022).
Moreover, due to communication limitations, deaf personnel have difficulty offering personalized attention.
Customers who do not know sign language struggle to successfully convey their preferences and demands,
affecting the personalized experience. Deaf employees are also unable to respond to auditory cues or indications
in the same manner that hearing employees do. This impairs their ability to notice and respond to the
requirements of clients. Likewise, deaf personnel are limited in their ability to engage in verbal exchanges, which
can be an important component of offering customized attention. This makes communication between the staff
and the consumer more difficult (Lempka, 2019).
The perception that restaurant employees with disabilities lack a sense of anticipation could be due to several
factors. While certain customers value employees who can anticipate their requirements intuitively, others prefer
a more reactive approach. Individual personalities, cultural backgrounds, and dining habits all have an impact
on these choices. As discussed by De Giambattista (2021), some disabilities, such as autism, can affect an
individual's ability to predict or anticipate the needs and expectations of others. This is because autism is a
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neurodevelopmental disorder that can affect social interactions and communication, making it challenging for
individuals with this condition to intuitively understand or anticipate the thoughts, feelings, or needs of others
(Van Laarhoven et al., 2018).
Table 6 Perceived Service Quality of Employees with Disability in terms of Knowledge and Skills
Indicators WM VI Rank
1. The restaurant's employees with disabilities have full knowledge of the
menu and communicated it to me clearly.
4.59 Excellent Quality 1
2. The restaurant's employees with disabilities can provide information
about the restaurant’s other offerings.
4.52 Excellent Quality 2.5
3. The restaurant’s employees with disabilities understand my specific
needs.
4.49 Very Good Quality 4.5
4. The restaurant's employees with disabilities can note all my special
requests accurately.
4.49 Very Good Quality 4.5
5. The restaurant’s employees with disabilities perform food service
effectively.
4.52 Excellent Quality 2.5
Composite Mean 4.52 Excellent Quality
Legend:4.50-5.00=Excellent Quality;3.50-4.49=Very Good Quality;2.50-3.49=Good Quality;1.50-2.49=Fair
Quality;1.00-1.49=Poor Quality
The table shows the perceived service quality of employees with a disability in terms of knowledge and skills.
The composite mean of 4.52 indicates that, in general, the respondents assessed the knowledge and skills as of
excellent quality. The study shows that the indicator “the restaurant's employees with disabilities have full
knowledge of the menu and communicated it to me clearly” ranked first with a mean of 4.59 followed by
indicator “the restaurant's employees with disabilities can provide information about the restaurant’s other
offerings” and “the restaurant’s employees with disabilities perform food service effectively” which placed in
the same rank with mean value of 4.52. “The restaurant’s employees with disabilities understand my specific
needs” and “the restaurant's employees with disabilities can note all my special requests accurately” ranked last
with a weighted mean of 4.49.
The high mean scores obtained for indicators such as "the restaurant's employees with disabilities have full
knowledge of the menu and communicated it to me clearly," "the restaurant's employees with disabilities can
provide information about the restaurant's other offerings," and "the restaurant's employees with disabilities
perform food service effectively" reflect customers' positive perceptions of employees with disabilities'
knowledge and skills.
The higher mean scores for indicators related to menu knowledge, clear communication, and effective food
service suggest that customers perceive employees with disabilities to possess commendable knowledge and
skills in these areas. This might be due to the personnel receiving excellent training and clear communication.
Customers perceive an improved dining experience when personnel have a thorough comprehension of the
menu, can communicate information properly, and manage food service jobs efficiently.
The high rating could be attributed to several factors. First, it could reflect the effectiveness of training and
development programs targeted at employees with disabilities. These programs often focus on enhancing both
technical and soft skills, enabling employees to perform their roles efficiently and interact effectively with
customers (Johnson and Williams, 2022; Maebara and Yaeda, 2021). In fact, two of the selected establishments
in this study, under one organization, conduct special training for their deaf employees upon being accepted into
the company; every employee is required to undergo a month of training before they are assigned to their
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individual responsibilities. Aside from company training, most of their deaf employees were graduates of a
private Educational Institution that is committed to preparing students for the right job position. Their special
program for the deaf curriculum focuses on imparting skills relevant to the creative and service industry
("Cookies for a cause! How Overdoughs empowers PWD staff even in a pandemic," 2022; "SDEAS Mission-
Vision," 2023).
Another reason for the high assessment could be a reflection of the inclusive culture and supportive work
environment in the restaurant. When employees feel valued and supported, they are more likely to be engaged
and perform well in their roles. Similar to the study of Francesco et. al. (2021) the level of satisfaction
experienced by both employees and employers regarding the support offered by job coaches promotes ease of
task performance.
Correspondingly, a specific component of the SDEAS program is a workshop aimed at providing hearing
employees with the necessary communication strategies and mentoring skills for effective collaboration with
Deaf colleagues. This may give the deaf employees a positive accommodation that motivates them to enhance
their knowledge and skills in performing their tasks ("SDEAS Mission-Vision," 2023).
Another establishment in this study not only gives people with disabilities a place to work, but it also gives them
a lot of training through their Skills Academy Training Center. The business is dedicated to recognizing and
enhancing these people's unique skills, including food and beverage production and services ("INC reaches out
to the deaf, opens embrace volunteers center," 2023).
The indicators "the restaurant's employees with disabilities understand my specific needs" and "the restaurant's
employees with disabilities can accurately note all of my special requests" had lower mean scores. The slightly
lower mean scores for these indicators involving understanding specific needs and noting special requests
accurately could be indicative of the challenges that might arise due to varying communication abilities and
potential limitations in certain aspects of service delivery among employees with disabilities. Understanding
individual needs and accurately noting special requests necessitate attentive attention and communication skills.
Individuals with impairments have difficulty precisely recognizing certain aspects of client preferences, which
can lead to misunderstandings. Furthermore, certain limitations may impair the capacity to effectively interpret
or note specific requests, particularly when they are complex or require comprehensive information.
Due to limits in verbal communication and aural perception, deaf people have difficulty comprehending specific
needs. Their impairment may limit their ability to understand complicated demands and preferences that rely
primarily on spoken language. This leads to misunderstandings or an insufficient knowledge of the customer's
precise requirements. Similarly, people with autism have difficulty recognizing specific requirements because
they have difficulty processing and interpreting social cues, nonverbal communication, and nuanced contextual
information. Autism impairs their capacity to comprehend the whole meaning of a customer's request, potentially
leading to mistakes in interpreting and responding effectively. Because of their impairment, the customer's
intended communication and the employee's interpretation differ (Waisman-Nitzan, 2020; Lempka, 2019).
Supporting this perspective, Kojovic et al. (2019) found difficulties in processing and understanding complex
social cues and communication subtleties in individuals with autism. According to Loukusa (2018), individuals
with autism may have difficulty understanding and responding to abstract or contextually complex language,
thereby impairing their capacity to perceive specific needs or requests appropriately. As a result, the lower mean
score for the indicator concerning understanding specific needs could be attributed to the specific limitations that
people with certain disabilities, such as deafness or autism, may face when it comes to fully comprehending and
responding to nuanced customer requests in a restaurant setting.
Table 7 Customer Retention
Indicators WM VI Rank
1. I will consider dining again in restaurants that have employees with
disabilities.
4.71 Extremely Likely 1
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2. I will pay more to patronize restaurants that have employees with
disabilities.
4.48 Very Likely 3
3. I will make an effort to return to restaurants that intentionally hire
employees with disabilities.
4.38 Very Likely 4
4. I will frequently visit a restaurant that values employees with disabilities 4.32 Very Likely 5
5. I will recommend restaurants that have employees with disabilities to
others.
4.70 Extremely Likely 2
Composite Mean 4.52 Extremely Likely
Legend: 4.50-5.00=Extremely Likely;3.50-4.49=Very Likely;2.50-3.49=Somewhat Likely;1.50-
2.49=Unlikely;1.00-1.49=Very Unlikely
Table 7 reveals the assessment of customer retention. The composite mean of 4.52 indicates that, in general, the
respondents are extremely likely to return to restaurants with PWD employees. Among the indicators cited, “I
will consider dining again in restaurants that have employees with disabilities” obtained the highest weighted
mean score of 4.71, followed by “I will recommend restaurants that have employees with disabilities to others”
with a weighted mean of 4.70. “I will pay more to patronize restaurants that have employees with disabilities,”
with the weighted mean of 4.48 ranked third, “I will make an effort to return to restaurants that intentionally hire
employees with disabilities,” with a weighted mean of 4.38 ranked fourth, and “I will frequently visit a restaurant
that values employees with disabilities” ranked fifth.
The high mean ratings for measures connected to customer retention in restaurants employing PWD personnel
reflect respondents' positive opinions and intentions. The indicator "I will consider dining again in restaurants
that have employees with disabilities" indicates that customers are not only willing, but also inclined, to return
to these places. This might be attributable to the pleasant experiences they had during their visits, which could
have included excellent service, a comfortable environment, and awareness of the societal implications of
supporting inclusive employment practices.
These findings suggest that the presence of employees with disabilities does not negatively impact the customer
experience. The importance of these findings stems from the discovery that the presence of personnel with
impairments in food enterprises has no negative impact on the overall customer experience. This result is
noteworthy because it challenges any prejudices or fears about the impact of such inclusion on service quality,
ambiance, and customer pleasure. The lack of a negative influence on the customer experience demonstrates the
successful integration of employees with disabilities into the food outlet workforce. It shows the efficiency of
training, support systems, and workplace modifications in ensuring that employees with disabilities are ready to
give exceptional customer service, regardless of physical or cognitive problems. These findings also have
implications for developing a more inclusive society. The study contributes to the reduction of stigmas and
stereotypes connected with disabilities by demonstrating that customers' experiences remain good despite the
presence of staff with disabilities. This could lead to a broader cultural shift in attitudes in which individuals
with disabilities' abilities are recognized and valued on par with those of their coworkers. These findings also
illustrate the practicality and benefits of diversity and inclusion programs from a commercial standpoint.
Employees with disabilities can enrich the workplace environment by broadening the spectrum of skills and
viewpoints, as well as creating a more inviting environment that resonates positively with customers.
This could be due to a variety of factors, such as the perception of inclusivity and diversity, which are
increasingly valued in society (Gould et al., 2020). Customers may appreciate the restaurant's commitment to
social responsibility and inclusivity, which in turn positively influences their overall experience (Simarmata,
2022). The public perceives hiring a person with a disability as both a socially responsible and profitable business
practice. According to studies, when a company's actions are viewed as socially responsible, it influences
customer return intention (Gonzales and Fernandez, 2016).
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The quantitative findings also demonstrate that consumers who hold more favorable attitudes towards disability
personnel are more likely than other customers to disseminate positive word-of-mouth (WOM). This is
illustrated by the fact that customers who share these attitudes are more inclined to give positive reviews (Hu,
2022; Mixon and Torode, 2020). To give details, the emotional or affective dimension of perceived value refers
to the feelings and emotional responses that a customer associates with a product or service. When customers
have a positive emotional response to a product or service, they are more likely to spread positive word-of-
mouth, express satisfaction, and intend to return or repurchase in the future (Pekovic and Rolland, 2020; Yrjola
et al., 2019).
The study's quantitative result of Rosenbaum et.al. (2017) distinguishes attitudes towards disabled employees as
a separate construct from human compassion. This distinction is vital as it underscores that positive attitudes
towards disabled employees are not merely a reflection of general empathy or compassion. Instead, these
attitudes are specific to the context of interacting with disabled individuals in a service setting. These finding
challenges businesses to recognize and address the unique dynamics at play when employing disabled
individuals in customer-facing roles.
Another results of a study also imply that the service quality provided by employees with disabilities meets or
even exceeds customer expectations. This result challenges any predetermined notions that employees with
disabilities cannot deliver high-quality service. If customers perceive the service to be of high quality, they are
more likely to return (Niebla, 2021).
The study also indicates that while some customers exhibit a willingness to revisit and endorse restaurants
employing persons with disabilities (PWD), there are also customers who display a limited inclination to incur
additional expenses or exert effort in order to support such establishments. This indicates that they view the
employment of PWDs as a standard practice that should not necessarily command a higher price or require
additional effort on their part (Fan et al., 2023).
Alternatively, it could suggest that while customers are supportive of inclusivity, their purchasing decisions are
primarily driven by other factors such as price, convenience, and the quality of the food and service. This
highlights the complexity of consumer behavior and the multitude of factors that can influence purchasing
decisions (Isolde, 2020).
Daley (2022) defines inclusivity as the practice of ensuring equal opportunities for all, regardless of their
backgrounds or abilities. This can involve hiring practices that include individuals from diverse backgrounds or
with disabilities, creating an environment that is accessible and welcoming to all, and promoting a culture of
respect and understanding.
However, while promoting inclusivity is important, businesses must also ensure that they are meeting the other
needs and expectations of their customers. This can include factors such as providing high-quality products or
services, maintaining a clean and comfortable environment, offering good value for money, and delivering
excellent customer service (Saldaña, 2022).
Table 8 Difference of Responses on Customers' Experience When Grouped According to Profile
Profile Variables λ2 c / U p-value Interpretation
Age
Physical Feature 4.196 0.241 Not Significant
Service Performance 3.987 0.263 Not Significant
Sex
Physical Feature 9906.000 0.530 Not Significant
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Service Performance 9935.500 0.565 Not Significant
Marital Status
Physical Feature 8512.500 0.130 Not Significant
Service Performance 9196.000 0.657 Not Significant
Educational Attainment
Physical Feature 3.517 0.172 Not Significant
Service Performance 0.708 0.702 Not Significant
Household Income
Physical Feature 3.927 0.269 Not Significant
Service Performance 0.809 0.847 Not Significant
Legend: Significant at p-value<0.05
Table 8 depicts the difference in responses on customers’ experience when grouped by profile. There was no
statistically significant difference because all the computed p-values were more than 0.05. This shows that the
responses are not that different.
This finding suggests that the demographic characteristics of the customers (age, sex, marital status, educational
attainment, and household income) did not significantly influence their perceptions of the physical features of
the restaurants or the service performance of employees with disabilities. This could imply that these aspects of
the customer experience are perceived similarly across different demographic groups. This implies that PWD
employment practices can be generally inclusive in the restaurant business and can transcend demographic
boundaries in terms of the positive customer experience and service quality they deliver.
The results of the study, which show that demographic factors like age, gender, marital status, educational
attainment, and household income have no effect on customers' perceptions of the physical features of restaurants
or the service performance of employees with disabilities, are consistent with previous research on customer
behavior and preferences. According to Adelia and Aprianingsih (2023), customer satisfaction is an important
element in predicting future purchases, and the findings of this study support this view. The study's finding that
certain characteristics of the customer experience are similar across varied demographic groupings emphasizes
the universality of certain factors that contribute to customer happiness.
Adelia and Aprianingsih point out that the physical environment has a significant impact on customer happiness
and arousal, sometimes outweighing the impact of employee performance. This viewpoint is congruent with the
study's findings, which indicate that regardless of the demographics of the consumers, the physical characteristics
of the restaurant have a consistent impact on their entire experience. According to Ryu et al. (2021), this
constancy can be ascribed to a need for a distinctive dining experience that differs from typical home-cooked
meals. Customers' need for a particular environment, atmosphere, and service quality often drives their decision
to dine out at restaurants, and this desire spans demographic lines. Likewise, the survey conducted reveals that
in general, the customers in all selected restaurants with PWD employees were very delighted with the
restaurants’ physical features.
The findings that demographic variables had no substantial influence on customers' impressions of restaurant
physical elements or service performance by employees with disabilities support the long-held belief that
customer pleasure is a universal and fundamental quality. The consistency of customer preferences is highlighted
by the alignment of these findings with prior research by Adelia and Aprianingsih on the influential role of the
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physical environment, while insights Ryu et al. into the distinctiveness of dining experiences accentuate the
significance of these findings.
Furthermore, the finding that demographic variables had little influence on consumers' opinions of restaurant
physical aspects and service performance is also consistent with the findings of Ngah et al. (2022). Their findings
revealed that the restaurant atmosphere and physical setting have a significant impact on customer satisfaction
levels. This link supports the current findings, indicating that the perceived relevance of these elements
transcends demographic differences and remains consistent across different client groups. Ngah et al.
emphasized the importance of the restaurant's atmosphere and physical environment in influencing customer
satisfaction. This is consistent with the current study's conclusion that demographic diversity has no substantial
impact on how customers perceive these critical parts of the eating experience. Such consistency in perception
across different demographic groups highlights the universality of certain characteristics that influence consumer
happiness, as highlighted both by the insights of Ngah et al. and the current study.
The service performance of the employees, on the other hand, was a more significant factor in pleasure. Diners
anticipate that the staff will contribute to a more delightful eating experience by providing services that are
friendly and sympathetic (Wahyono and Nurjanah, 2020; Ryu et al., 2021).
Table 9 Difference of Responses on Service Quality When Grouped According to Profile
Profile Variables λ2 c / U p-value Interpretation
Age
Confidence 11.372 0.010 Significant
Capability 12.164 0.007 Significant
Knowledge and Skills 15.114 0.002 Significant
Sex
Confidence 9553.000 0.255 Not Significant
Capability 8777.000 0.024 Significant
Knowledge and Skills 8892.500 0.034 Significant
Marital Status
Confidence 8746.500 0.257 Not Significant
Capability 8561.000 0.161 Not Significant
Knowledge and Skills 8154.500 0.040 Significant
Educational Attainment
Confidence 5.084 0.079 Not Significant
Capability 5.872 0.053 Not Significant
Knowledge and Skills 4.399 0.111 Not Significant
Household Income
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Confidence 2.145 0.543 Not Significant
Capability 1.850 0.604 Not Significant
Knowledge and Skills 1.385 0.709 Not Significant
Legend: Significant at p-value<0.05
Table 9 shows the difference in responses on service quality when grouped according to profile. There was a
statistically significant difference in responses on service quality when grouped according to age because the
obtained p-values were less than 0.05. Post hoc test revealed that there was a significant difference in responses
on confidence between Baby Boomers and Gen Z, while there was a significant difference in responses on
capability and knowledge, and skills between Gen X and Gen Z. Based on the results, those respondents who
belong to Gen Z have a higher assessment of service quality. This could be attributed to their familiarity and
comfort with various communication techniques, their openness to technological developments, and their more
adaptable approach to service interactions in general. Certain components of service quality, such as good
communication and responsiveness, may be valued differently by Gen Z than by earlier generations.
The substantial differences in responses on service quality based on age profiles show that generational
differences influence how people perceive and assess service encounters. The discrepancies in confidence
assessments between Baby Boomers and Gen Z, as well as variances in competence and knowledge/skills
evaluations between Gen X and Gen Z, highlight how various generations approach and assess service quality.
The greater rating of service quality among Generation Z respondents reflects the changing nature of consumer
expectations in an increasingly varied and technology-driven environment.
As posited by Wang et.al (2020), there are five studies out of nine that found that younger people hold more
positive attitudes than older people toward the disabled. Kalrgyu et.al. also proved in their study that when served
by PwDs, the younger generation has a greater perception of service quality than older generations. They are
guests who stereotype employees with impairments less than guests from Generation X and the baby boomers.
There was a statistically significant difference in responses on capability and knowledge, and skills when
grouped according to sex because the obtained p-value was less than 0.05. It shows that there was a significant
difference in responses between males and females, where male respondents had higher assessments on
capability and knowledge, and skills.
There could be a difference in how male and female respondents perceive the confidence, capabilities, and skills
of people with disabilities. This could be influenced by societal norms, personal beliefs, or past experiences.
It was proven in the study of Pumpuni (2023) that both male and female individuals demonstrated a positive
correlation with the delivery of service quality when they observed persons with disabilities. But between men
and women, men had more positive attitudes regarding the knowledge of capacity and rights index than women
when they view persons with disability (Wang et al, 2021), this is because it was observed that men tend to be
more inclined to work at or hang out in restaurants, which could result in increased exposure and possibly more
favorable evaluations of individuals with disabilities in such environments (Lashari et al., 2022).
According to a study conducted by Ascondo et al. in 2023, it was discovered that personal barriers held greater
significance compared to environmental barriers when it comes to engaging in physical activity among
individuals with disabilities. Women tend to perceive a greater number of barriers compared to men, which may
result in varying perceptions of individuals with disabilities within the professional setting.
There was a statistically significant difference in responses on knowledge and skills when grouped according to
marital status because the obtained p-value was less than 0.05. It shows that there was a significant difference in
responses between single and married, where single respondents have a higher assessment of knowledge and
skills.
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Based on the study of Andriani and Disman (2019), it has been observed that individual customers might have
diverse experiences or expectations, which can result in elevated evaluations of the competence and abilities of
employees with disabilities. There could be multiple factors contributing to this situation. Take, for example, the
case of unmarried individuals who possess more adaptable schedules, granting them the opportunity to patronize
various dining establishments during different hours and engage with a broader spectrum of personnel.
Additionally, they could potentially possess varying social experiences or attitudes that contribute to their
increased receptiveness towards diversity within service personnel, such as individuals with disabilities.
Moreover, the study shows that individuals experienced a heightened degree of job contentment, potentially
leading to a more favorable outlook in the professional setting, including individuals with disabilities. The
optimistic viewpoint has the potential to result in an elevated assessment of the competencies of individuals with
disabilities.
Table 10 Difference of Responses on Customer Retention When Grouped According to Profile
Profile Variables λ2 c / U p-value Interpretation
Age 4.710 0.194 Not Significant
Sex 8535.000 0.009 Significant
Marital Status 8592.500 0.176 Not Significant
Educational Attainment 2.689 0.261 Not Significant
Household Income 2.128 0.546 Not Significant
Legend: Significant at p-value<0.05
Table 10 shows the difference in responses on customer retention when grouped according to profile. There was
a statistically significant difference in responses on customer retention when grouped according to sex because
the obtained p-value was less than 0.05. It shows that there was a significant difference in responses between
males and females, where male respondents had higher assessments on customer retention. This indicates that
restaurant management should think about modifying their customer retention techniques to better suit the
interests and requirements of various gender groupings.
The general public might be more tolerant and accepting of customers who have disabilities. People with
impairments are becoming more and more well-known and accepted in recent years (Absolor, 2023, and Oates,
2023). However, on the perception of social responsibility, men might perceive restaurants employing PWDs
as being socially responsible, which could enhance their overall dining experience and increase their likelihood
of returning (Ahmad et.al., 2023; Koi-Akrofi 2023). Furthermore, men perceived individuals with disabilities
(PWDs) as possessing higher levels of competence and independence, leading them to feel more at ease when
seeking assistance from PWDs. Conversely, it is plausible that women may exhibit heightened sensitivity
towards the well-being of individuals with disabilities, potentially resulting in feelings of unease or remorse
when receiving assistance from them (Dwertmann et.al., 2023).
Table 11 Relationship Between Customers' Experience and Service Quality
Variables rho-value p-value Interpretation
Physical Feature
Confidence 0.539** 0.000 Highly Significant
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Capability 0.506** 0.000 Highly Significant
Knowledge and Skills 0.474** 0.000 Highly Significant
Service Performance
Confidence 0.520** 0.000 Highly Significant
Capability 0.570** 0.000 Highly Significant
Knowledge and Skills 0.564** 0.000 Highly Significant
**. Correlation is significant at the 0.01 level
Table 11 shows the relationship between customers' experience and service quality. The computed rho-values
ranging from 0.474 to 0.570 indicate a moderate direct relationship among the sub-variables of customers’
experience and service quality. This means that as customers' experiences improve, so do their views of service
quality, and vice versa. The moderate nature of this relationship means that, while there is a link between
customer experience and service quality, it is not an overpowering one. There was a statistically significant
relationship between customers’ experience and service quality because the obtained p-values were less than
0.01.
The data demonstrate that customer experience and service quality are inextricably linked. Customers who have
positive experiences have a greater perception of service quality, and when they have a higher perception of
service quality, their total experience improves. This mutual partnership emphasizes the significance of
providing a good and engaging customer experience that is consistent with the service quality given by
employees with disabilities.
These findings underline the need for not only training employees with disabilities to provide high-quality
service, but also for creating an environment and experience that connects well with customers. Improving client
experiences can lead to higher perceptions of service quality, which can lead to better customer satisfaction and
retention.
Previous studies revealed that customers value neatness and a fresh environment in restaurants, which could be
enhanced by the presence of employees with disabilities who may be more meticulous or attentive to cleanliness
and hygiene can influence the assessment of the customer to the service quality of employees (Kuo and
Kalargyrou, 2014; Hossain and Rahman, 2020).
The physical environment, which includes elements like decor, lighting, temperature, cleanliness, and layout,
can significantly affect a customer's comfort, mood, and overall dining experience. For instance, a clean, well-
lit, and aesthetically pleasing environment can enhance a customer's positive feelings about the restaurant,
leading to a higher perception of service quality (Abdul Wahab, 2022, et al., 2022).
Furthermore, the service performance of restaurant staff, which includes factors like attentiveness,
responsiveness, politeness, and efficiency, can greatly impact a customer's experience. Excellent service
performance can lead to customer satisfaction, repeat patronage, and positive word-of-mouth, all of which are
indicators of high service quality (Chen et al., 2023).
Personal experience plays a significant role in shaping customer perception towards the service quality of
employees, exerting a direct influence on their attitudes and beliefs. The significance of personal experiences is
vital. The quality of goods and services is a significant factor when customers have positive experiences with
service or make purchases of exceptional products (Bhasin, 2023). These experiences can be influenced by both
tangible factors like the quality of a product or the physical environment of a service setting, and intangible
factors like the behavior of service employees or their performance that elicit to emotions of the customer
(Lemon and Verhoef, 2016).
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Table 12 Relationship Between Customers' Retention and Service Quality
Variables rho-value p-value Interpretation
Customer Retention
Confidence 0.506** 0.000 Highly Significant
Capability 0.542** 0.000 Highly Significant
Knowledge and Skills 0.553** 0.000 Highly Significant
**. Correlation is significant at the 0.01 level
Table 12 depicts the relationship between customer retention and service quality. The computed rho-values
ranging from 0.506 to 0.553 indicate a moderate direct relationship between customers’ retention and sub-
variables of service quality. There was a statistically significant relationship between customers’ retention and
service quality because the obtained p-values were less than 0.01.
Customer retention is a critical aspect of the restaurant industry, and the role of employees, including those with
disabilities, is significant in achieving this. The confidence, capability, and unique skills of employees with
disabilities can enhance the customer experience, leading to higher customer retention rates.
Hossain, Enam, and Farhana (2017) emphasize the importance of high participation levels from service providers
and employees in enhancing service quality. Employees with disabilities, like all employees, can contribute
significantly to this aspect of service quality through their active participation and engagement in their roles.
Moreover, Chen et al. (2015) highlight the importance of human resources management in changing employees'
behavior and emotional states to address a wide variety of needs. Employees with disabilities, like all employees,
can benefit from supportive human resources practices that recognize their unique skills and capabilities and
provide them with the support they need to excel in their roles. Such practices can enhance their confidence and
enable them to contribute more effectively to service quality, thereby improving customer satisfaction and
retention.
Table 13 Relationship Between Customers' Retention and Customer Experience
Variables rho-value p-value Interpretation
Customer Retention
Physical Feature 0.380** 0.000 Highly Significant
Service Performance 0.501** 0.000 Highly Significant
**. Correlation is significant at the 0.01 level
In Table 13, the computed rho-values ranging from 0.380 to 0.501 indicate a weak to moderate direct relationship
between customers’ retention and sub-variables of customer experience. There was a statistically significant
relationship between customers’ retention and customer experience because the obtained p-values were less than
0.01.
The role of cleanliness and a fresh environment in restaurants is a critical factor in shaping customer perceptions
and satisfaction. As Trương et al. (2017) suggest, cleanliness is a significant dimension of service quality in
restaurants. Customers value neatness and a fresh environment, which can significantly influence their overall
dining experience and their perception of the restaurant's service quality.
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When a customer has a positive experience - for instance, if they receive attentive service in a restaurant, or if a
product they purchase performs well and meets their needs - it reinforces their perception of the quality of the
service or product. This positive perception can lead to higher customer satisfaction, increased loyalty, and a
greater likelihood of repeat patronage (Klaus and Maklan, 2013; Kandampully and Jaakkola, 2018).
Singh et al. (2021) emphasize the influence of service quality dimensions, including food quality, physical
environment quality, and employee service quality, on price fairness and its consequences on customer retention.
Employees with disabilities can contribute significantly to these service quality dimensions. Their unique
perspectives and capabilities can enhance food quality, contribute to a positive physical environment, and
provide high-quality service.
Finally, Howard and Ulferts (2011) argue that viewing employees with disabilities as strategic business partners
can provide businesses with a competitive advantage, including in the area of customer retention. By valuing the
diversity and inclusion of employees with disabilities, restaurants can tap into a wider range of skills and
perspectives, enhancing their service quality and customer experience.
The confidence, capability, and unique skills of employees with disabilities can significantly enhance service
quality in restaurants, leading to higher customer satisfaction and retention. However, achieving this requires
supportive human resources practices and an inclusive work environment that values diversity and inclusion.
Putra (2022) emphasizes the importance of customer retention in the restaurant industry. The author suggests
that focusing too much on customer retention and not enough on customer acquisition can hinder a restaurant's
success. In this context, employees with disabilities can play a significant role. Their unique skills and
capabilities can contribute to service performance, enhancing customer satisfaction and encouraging repeat
patronage. Furthermore, their presence in the restaurant can signal an inclusive and diverse environment, which
can attract a wider customer base.
The physical features and service performance of employees with disabilities can significantly enhance the
customer experience in restaurants, leading to higher customer satisfaction and retention. However, achieving
this requires supportive human resources practices and an inclusive work environment that values diversity and
inclusion.
Proposed Framework to improve the Customer Experience and PWD Employees’ Service Quality to
increase Customer Retention
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CONCLUSIONS AND RECOMMENDATIONS
Generation Z, especially young, unmarried, and college-educated men, are the primary customers of restaurants
with PWD employees, suggesting that they may be amenable to diversity in the service sector. The survey also
indicates that these eateries serve a varied client base across income levels, highlighting the fact that customers
from all socioeconomic backgrounds may enjoy quality service provided by employees with impairments. The
areas, such as the dining space's comfort and the restaurant's exterior and aesthetics, were rated lower,
emphasizing the importance of continuously improving these aspects to enhance the overall customer experience
and maintain a positive perception of restaurants employing PWDs. On the other hand, customers appreciate the
efforts of PWD employees and are open to providing feedback, implying that further improvements in these
areas could lead to increased customer satisfaction and loyalty. In the aspect of employee confidence, smiling
was assessed to be low. Maintaining a smile is difficult for PWD employees due to their specific physical
problems. These restrictions highlight the importance of having a sophisticated awareness of the difficulties that
PWD employees may encounter in meeting certain expectations. The high mean ratings for measures connected
to customer retention in restaurants suggest that the presence of PWD employees does not negatively impact the
customer experience. It shows the efficiency of training, support systems, and workplace modifications in
ensuring that employees with disabilities are ready to give exceptional customer service, regardless of physical
or cognitive problems. The demographic characteristics of the customers (age, sex, marital status, educational
attainment, and household income) did not significantly influence their perceptions of the physical features of
the restaurants or the service performance of PWD employees. This implies that PWD employment practices
can be generally inclusive in the restaurant business and can transcend demographic boundaries in terms of the
positive customer experience and service quality they deliver. There was a statistically significant difference of
responses on service quality when grouped according to age and on customer retention when grouped according
to sex. This implies that certain components of service quality, such as good communication and responsiveness,
are valued differently by Gen Z than by earlier generations, and restaurant management should think about
modifying their customer retention techniques to better suit the interests and requirements of various gender
groupings. There was a statistically significant relationship between customers’ experience and service quality,
customers' retention and service quality, as well as customers' retention and customer experience, indicating that
customers who have positive experiences have a greater perception of service quality. This emphasizes the
significance of providing a good and engaging customer experience that is consistent with the service quality
given by PWD employees. The proposed framework incorporates a data-driven approach that is supported by
constant feedback and performance evaluation. It aims to improve the customer experience and upgrade the
service quality given by PWD employees. These goals all lead to the ultimate goal of increasing customer
retention.
The Restaurant management may create plans to accommodate their wide range of preferences, ensuring that
diversity and inclusion are fundamental to the service industry. They may also keep offering high-quality
services that are inclusive of all kinds of customers, regardless of financial status. Continuous efforts may be
practiced to improve aspects like the comfort of the dining area and the restaurant's exterior appearance in order
to improve the overall customer experience and preserve favorable attitudes of restaurants employing PWDs.
Customer satisfaction and retention rate can rise by actively adopting changes in these areas and encouraging
input from customers. Restaurant management may offer sensitivity training and awareness programs for both
staff and guests in order to encourage understanding and empathy. Restaurant management is aware of the
difficulties that PWD personnel encounter, notably in keeping a constant smile owing to distinct physical
restrictions. Restaurants may keep spending money on training, assistance programs, and workplace adaptations
to make sure that PWD staff members are ready to deliver first-rate customer service. This will strengthen the
satisfying client experience and reduce any potential drawbacks. Given that customer perceptions of PWD
employees' physical appearance and service performance were not significantly influenced by demographic
factors, restaurants may continue their inclusive PWD employment practices, knowing that they cross
demographic boundaries, promoting diversity and inclusivity. To better accommodate the preferences and needs
of various age groups and gender demographics, restaurant management may customize customer retention
methods. This involves taking into account changing aspects of service quality like communication and response.
This could include modifying work tasks, providing assistive technology, or adjusting work schedules to suit the
needs of the individual. Foster a positive work climate, promote inclusivity, and this can be achieved through
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regular training on disability awareness and inclusive communication, as well as through policies that promote
respect and equality. These accommodations can help employees with disabilities perform their job roles more
effectively and comfortably. Restaurants may concentrate on delivering good and engaging customer
experiences consistent with the high-quality service provided by PWD workers in light of the significant linkages
between customer experience, service quality, and customer retention. The proposed framework may be put into
practice using a data-driven methodology, stressing ongoing performance review and feedback in order to
improve the customer experience and service quality offered by PWD staff, ultimately resulting in higher
customer retention.
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