Customer Feedback and Service Enhancement: Basis for a Strategic Development Plan in Selected Fast-Food Restaurants in Nueva Ecija

This study evaluates the role of customer feedback in driving service enhancement and strategic development in the fast-food industry. Focusing on selected fast-food restaurants in Talavera, Nueva Ecija, the research examines key service factors such as food quality, order accuracy, speed of service, staff friendliness, and cleanliness. Using a structured survey questionnaire, data were gathered from customers to assess how feedback influences service delivery and improvement strategies. The findings reveal that customer feedback significantly contributes to enhancing operational efficiency and customer satisfaction. Among the identified service factors, food quality, staff friendliness, and order accuracy emerged as the most critical elements influencing customer loyalty and repeat visits. Based on the results, a strategic development plan was formulated to help fast-food restaurants effectively utilize customer feedback in addressing service gaps, fostering continuous improvement, and maintaining competitiveness in the market.