Developing Customer's Loyalty of Roasted Chicken Establishment in Digos City/
Lenmar Joy S. Barrientos, April Anne M. Bucod, Brandon A. Taņedo and Jayson B. Castro.
- Digos City: UMDC February 2017.
- 78 pages; 30 cm.
This study aimed to determine the customer's loyalty to roasted chicken establishments in terms of customer satisfaction, service quality, service value, and behavioral intention. The study used the descriptive method type. There were 300 respondents conveniently surveyed from the roasted chicken establishments in Digos City. The profile of the respondents was also collected Results of the survey showed that most consumers of roasted chicken in Digos City are ages 15-25 years old that belong to young adults stage, there are more females than males, more single individuals than married couples and others (separated widow and etc.), and a monthly income of Php4001 above The result also showed that there was no significant difference when analyzed accord to grouped Due to the result, it varies on the monthly income of the purchasing power of the consumer since customer loyalty is unpredictable Based on the findings and conclusions, it was recommended that both of the management and customer have something to do in order to achieve retaining and patronizing to develop loyalty of every individual. It is recommended that the store management always ensures that their roasted chicken must serve freshly cooked to the customer, employees must practice hospitality towards the customer, the stores' location should be easy to locate, roasted chicken establishments should provide a high-quality service in order to improve their performance, competitiveness, also retain the loyalty of its customer and the establishments must have a suggestion box for the customer to express their opinions for the awareness of the service offered and to quickly solve the constraints for the reputation of the establishment.
Business Administration--Undergraduate thesis.--Marketing Management