Status of Micro-Business towards Customer Loyalty in Novaliches Bayan Quezon City: Developing a Guide

Vol.3, No.1A

Abstract

Nowadays, many would rather create their businesses than invest in giant corporations to safeguard their financial future. Many of our fellow citizens have started small businesses to fulfill their daily needs, especially now that we are undergoing a pandemic. We call them micro-businesses, and they contribute significantly to economic progress. That is why the researchers developed a study entitled "Status of Micro-Businesses Towards Customer Loyalty in Novaliches Bayan Quezon City: Developing A Guide." This study seeks to ascertain micro-business status in Novaliches Bayan, Quezon City, and assess customer loyalty. Also, to produce guidelines for the people who have a small business and for the future business owner in making good decisions in terms of customer loyalty that will help the micro-business to retain customers. The research utilized quantitative research, purposive sampling technique, and a questionnaire distributed to 60 respondents, of which (15 were micro-business owners and (45) were customers, to test if there is any significant difference in respondents in terms of relationship marketing efforts, compatibility management, defection management, service failure management/ recovery efforts using t-test at the level of significance at α=0.05.

Based on the gathered data, there is a significant difference between the assessments of Micro-business owners and customers. It reveals that the T-value (4.1) is more significant than the Critical value (3.182). Therefore, the null hypothesis is rejected. It concludes that there is a significant difference between the Micro-business and Customers regarding relationship marketing efforts, compatibility management, defection management, and service failure management/ recovery efforts. The researchers recommend micro-business owners in Novaliches Bayan, Quezon City, to improve their products and services and retain customer loyalty. These include that micro-business owners should continuously develop their strategies for their sales/revenue, marketing, and customer service. Micro-business owners should continuously improve promotion strategies, ensure the quality of products and services, and have a system to accommodate problems and complaints. The micro-business owner should ask for feedback or recommendations from the customers that will be a basis for a product's innovation or improvement. Micro-business owners need a competent, competitive marketing strategy because there are rivals in the market. Lastly, the researchers recommend that micro-business owners use the guidelines created by the researchers to guide and help them meet customer loyalty requirements for the success of their business.