Elicitation of relative weights for computing the performance score of Philippine quick service restaurant operations using analytic hierarchy process

• Main Authors: Eusebio, Isabel Deanna D., Gopez, Carmela R., Yap, John Gelaine G.
• Format: text
• Language: English
• Published: Animo Repository 2008
• Subjects: Fast food restaurants > Evaluation; Restaurant management > Evaluation; Performance > Evaluation; Job satisfaction; Consumer satisfaction
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/7590
• Institution: De La Salle University

Many failures of the organizations can be attributed to inaccurate use of performance measurement which can result to loss of profits from unnecessary cost and customers' disloyalty. The usual practice in the Philippines, including the Quick Service Restaurant (QSR) industry, is to subjectively set the metrics with equal weights distribution among factors. This study challenges the usual practice by opting to use customers and operations-level employees' viewpoint in determining weights distribution among factors deemed important to the QSR industry. The objective of this research is to identify and compute for the relative weights or importance of performance attributes (factors) in determining the operations performance score for fast food branches and to present their relationships using a hierarchical structuring approach. For this study, the group used the following factors: (1) employee satisfaction, (2) customer satisfaction, (3) food quality, and (4) service quality to conduct pair-wise comparison surveys which were administered to a total of 363 customers, 303 service crew employees and 36 branch managers across Metro Manila. The study used Saaty's AHP method to analyze the data results from the customers and branch employees in determining the relative importance of the factors and elements concerned with the operations performance score. The results of this study is a general set of relative weights of the factors determined through the stakeholders perspective that was proven to be robust as demonstrated in the sensitivity analysis. This gives further proof to the fact that the relative weights among the factors influencing operations performance score have unequal weights distribution, which is far from what the organizations tend to adopt.