Determining the Role of Customer Satisfaction in Gaining Customer Loyalty among Cafés

ALLEN JOSHUA P. CUÑADO, CATHLYN MAE PAINAGAN, JESHNIN ANN L. CUÑADO, ELLA MARIE D. PALMADA, ZENAR JANE A. MUMAR, RAJ A. NAEG, JENNIFER M. PAGOD, MICHELLE ZENN G. LAGRADA, SWEETZEL B. ABRAU, REINALDA JOSEPHINE O. GAMUTAN

Abstract


Café as an establishment primarily sells refreshing drinks, snacks and light meals, with coffee being their flagship product. This type of business is steadily multiplying around the city of Tagbilaran, Bohol, Philippines. Customers are linked to business success as well as customer satisfaction and customer loyalty. This study was implemented to analyze the role of customers’ satisfaction in gaining customers’ loyalty, specifically among purposively selected cafés. The quantitative method of research approach was used with the aid of questionnaires. The data gathered were statistically treated making use of frequency, composite mean, weighted mean, chi-square test and Pearson correlation coefficients. The respondents included 210 customers from the purposively selected cafés. Results showed respondents to be very satisfied (VS) for the Product; for the price; for the place; for the service quality; and moderately satisfied (MS) for promotion. Results further showed that there is a significant degree of relationship between customer satisfaction and customer loyalty. 


Keywords


Customer Satisfaction, Customer Loyalty, Café, Service Quality, Marketing Mix S, Descriptive Statistics, Philippines, Asia

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DOI: http://dx.doi.org/10.15631/ub.mrj.v8i1.130

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