Social Media Marketing of Panda Express in SM North, Quezon City: Basis for Customer Retention Strategies

Vol.4, No.1

Abstract

Social media marketing makes use of social media platforms where people construct social
networks and share information in order to strengthen a company's brand, increase sales,
and build social networks. Businesses can communicate with both present and future
consumers through social media marketing, as well as find new ones. Additionally, it intends
to provide data analytics that gives advertisers the ability to assess the success of their
efforts and discover other ways to engage customers. Social media changed how people
interact with one another and how businesses can affect customer behavior. In order to
make messaging resonate with particular audiences, this includes promoting material that
boosts engagement and harvesting regional, demographic, and personal data, just like any
business. Panda Express is also using social media as a marketing tool.
The respondent was female, 30 years old, unemployed, and visited social media twice a
week. The description on Social Media Marketing of Panda Express in SM North Quezon
City is “Agree” in terms of accessibility, credibility, interaction, and reputation, while
customers “Strongly Agree” in terms of promotion. The assessment of Customer Retention
Strategies in Panda Express in SM North, Quezon City, is “Agree” in terms of product
quality, customer service, servings size, affordability, and ambiance. There is a significant
relationship between Social Media Marketing and Customer Retention Strategies.
Accessibility. Page is accessible when using data or WiFi, Credibility. Has a trusted brand
name, Interaction. Create an interactive customer experience and reputation. The store has
a good product image and promotion. Has a good marketing strategy and product quality.
Offered products satisfy the cravings of customers, Customer service. Staff are always
approachable and serving size. Products are worth it for their price and affordability. Offers
discounts on elderly and PWD people, Ambiance. The store is environmentally friendly.
Since the null hypothesis is REJECTED, this means that there is a significant relationship
between social media marketing and customer retention strategies.