Advisers

Dana Rae B. Boatis, LPT

Discipline

Hospitality Management

Abstract

This study aimed to determine how menu design influences customer-perceived service quality in a casual dining restaurant, particularly at Ling Nam. The menu plays an important role in the dining experience because it helps customers understand the food choices and decide what to order. A clear, well-organized, and visually appealing menu can make ordering faster and more convenient, while a poorly designed menu may cause confusion and affect overall satisfaction. For this reason, the researchers evaluated the menu in terms of layout, readability, food descriptions, and visual presentation. The study used a quantitative descriptive research design. Data were gathered through a survey questionnaire distributed to customers who dined at Ling Nam, most of whom were young adults aged 18–24 years. The questionnaire measured customers’ perceptions of the menu’s clarity, organization, language, and ease of use. The responses were analyzed using frequency, percentage, and weighted mean to determine the overall evaluation of the menu and its relationship with perceived service quality. The results showed that customers generally find the menu readable and properly organized, especially in the grouping of similar dishes and the use of clear text. These factors help them choose their orders more quickly. However, some areas still need improvement, such as the lack of food photos, limited descriptions, and the need for simpler and more user-friendly wording. These issues may slow down the ordering process and slightly affect customers’ perception of service efficiency. The study concluded that menu design has a significant influence on customer-perceived service quality. Improving the menu by adding clear images, using concise descriptions, improving font style and spacing, and organizing items more logically can enhance customer satisfaction and make the dining experience smoother without changing the actual service process.

Keywords

service quality, casual dining restaurant, menu design, customer perception, readability, menu layout, food descriptions