A Proposed Strategic Plan in Customer Service of a Milk Tea Shop in Mabolo, Valenzuela City

Vol.3, No.1B

Abstract

In today's world, milk tea is a popular and widely purchased beverage. This study aims to determine the customers' satisfaction level with the products and marketing strategies used by a selected milk tea shop in the city. The research design for this study was quantitative, and data was collected through a survey questionnaire answered by 100 potential customers in Mabolo, Valenzuela City, using a purposive sampling technique. The information was examined using frequency, percentage, and weighted mean. The study found that 62% of the respondents were males aged between 21 and 30. The customers mainly evaluated the customer care service of milk tea shops based on customer complaints, quality of service, and loyalty. The respondents highlighted the issue of excessive waiting times, but they found beautifully presented milk tea shops appealing in terms of service quality.

Additionally, customer loyalty was rewarded through promotions and discounts for groups such as older citizens, disabled people, and students. The study also evaluated customer satisfaction with the eight marketing mix factors: product, place, price, promotion, people, process, performance, and positioning. The customers mainly complained about cleanliness and safety concerns, while rude communication was not a significant issue. The study's findings can be useful for milk tea shop owners, especially the selected milk tea shop in Mabolo, Valenzuela City. The researchers also proposed a strategic plan to assist the shop owners in fine-tuning their business and addressing the identified issues.