Evaluation on the Level of Customer Satisfaction Towards Brand Loyalty of Big Daddy Shawarma in Novaliches, Quezon City

Vol.4, No.1

Abstract

Customer satisfaction is one of the most important factors in the success of any business,
whether it's selling a product or providing a service. Customers should be treated as assets,
and their wants, interests, and buying habits are all different. Big Daddy Shawarma is a stall
business of shawarma wrap and shawarma rice located at Novaliches, Quezon City. The
business is very popular with its customers as they serve their products neat, fresh, and
clean. David Aaker (1991) states that brand loyalty is a measurement of the attachment a
consumer has toward a brand. If customer satisfaction affects the purchase intentions of
consumers, then it will lead to brand loyalty.

This study aims to answer and give recommendations about the problem of Big Daddy Shawarma in Novaliches, Quezon City,
which evaluates the level of customer satisfaction towards brand loyalty. The researchers
want to find out if customer satisfaction increases a business's brand loyalty.
The assessment of the respondents' evaluation of brand loyalty in terms of customers’
satisfaction, brand experience, and brand trust was interpreted as highly satisfied. The
results of this study revealed that there is a significant relationship between customer
satisfaction and brand loyalty.

This study recommended that the business should come up with brand loyalty strategies to
increase its brand loyalty to keep and increase the level of customer satisfaction and sustain
customer retention.