Advisers

Roland Rambo B. Jayoma, MBA, CHP

Discipline

Hospitality Management

Abstract

This study evaluated diners’ preferences at Café Siena in Antipolo City, Rizal, in relation to atmosphere, décor, food presentation, music, overall dining experience, accessibility, menu variety, staff responsiveness, and health-related policies. Guided by Stimulus-Organism-Response Theory, the study aimed to provide recommendations for improving customer satisfaction and restaurant performance. The study used a quantitative correlational design. Forty first-time guests at Café Siena completed standardized questionnaires developed with management and reviewed by experts. Respondents were selected through purposive sampling. Frequency distribution, weighted mean, ranking, and Pearson’s correlation coefficient were used to analyze dining preferences and relationships among variables. Data collection was approved by the restaurant owner and the Department of Hospitality Management. Among the respondents, 53% were male, 33% were aged 25–34 years, 53% were employed full-time, 47% dined at al fresco restaurants monthly, and 43% earned above ₱30,000 per month. Outdoor ambiance received a mean of 3.65, visual appeal 3.45, cleanliness 3.08, absence of music interruptions 3.10, overall outdoor-dining satisfaction 3.48, and access to parking and transportation 3.28. Ambiance showed the strongest reported relationship with dining preferences (r = 0.634). Based on the findings, the study proposed a service-enhancement and operational-improvement plan intended to increase awareness of al fresco dining, attract new guests, engage current guests, and support sales growth. The proposed initiatives included timelines, sustainability measures, and assigned personnel for improving the outdoor dining experience.

Keywords

customer preferences, dining experience, al fresco restaurant, and ambiance