Assessment of Marketing Mix in Golden Baboy Unlimited Korean Grill in Maginhawa Street, Quezon City Towards Customer Satisfaction

Vol.4, No.1

Abstract

INTRODUCTION The Korean barbecue grill is a popular dish in Korea that has gained
popularity in the Philippines due to social media trends and the depiction of Korean culture in
films and dramas. A study was conducted to determine the level of customer satisfaction with
the ambiance, service, and food quality at the Golden Baboy Unlimited Korean Grill in
Maginhawa Street, Quezon City. Some customers have expressed dissatisfaction with the
delayed refilling of the meat and side dishes. Some customers also complained about the
quality of the pork, which they claimed had a fishy taste. The researchers aim to discover the
level of customer satisfaction and provide valuable insights into how Golden Baboy can
improve its services and meet customers' expectations. Customer satisfaction is essential to
building a long-term relationship with clients and creating positive word-of-mouth marketing.
Ultimately, the study aims to aid Golden Baboy in achieving customer satisfaction and building
a solid base of loyal customers.

RESULTS Overall, customer satisfaction at Golden Baboy Unlimited Korean Grill is high
across various categories, such as ambiance, service, food quality, and product. Customers
highly appreciate the decor, cleanliness, and friendliness of the staff, as well as the variety and
quality of food and marinated meat options. They are less satisfied with factors such as
promotions related to loyalty cards and discounts on orders exceeding a specific amount. In
addition, there is no significant relationship between marketing mix and customer satisfaction,
suggesting that satisfaction is independent of service quality at Golden Baboy. Nonetheless,
the high level of customer satisfaction across various categories indicates that Golden Baboy
is doing well in providing a quality dining experience to its customers.

DISCUSSION The customer satisfaction factors of the Golden Baboy restaurant. The
ambiance, food quality, product variety, affordable price, place, and promotions are highly
satisfying to customers. The management should maintain the restaurant's decoration to
attract more customers and maintain friendly staff to provide quality services. The study
recommends that customers participate in helping to get the highest satisfaction from their
dining experience. Employees should observe courteousness, understand customers, give
fast and correct orders, and have frequent training. Future researchers should use this study
to gain an easy understanding of customer satisfaction factors.